| WIB Poster in Times Square |
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The end of 2009 marked the completion of a major Mangos passion project. Mangos teamed up with The Bucks County Workforce Investment Board to re-brand a unique initiative aimed at giving “at-risk” youth the possibility of a real career. We had the opportunity to create exciting work with a bold point-of-view that this audience could relate to. And at a time when job loss continues to impact this generation and our economy, it was the perfect time to launch the program.
The launch of the initiative in December was not only successful– with new employers who signed up on the spot– but it was truly inspiring to hear first hand from the youth who have the program to thank for helping to turn their lives around.
More on WIB and the 180 launch
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Ndabibi Environmental
Conservation Centre, Kenya |
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Mangos own Bill and Bradley Gast are passionate about Ndabibi Environmental Conservation Centre (NECC), an NGO near Naivasha, Kenya. Since 2005 the brothers have supported key projects to enhance the Centre and its teaching capability: a social hall where students gather for lessons; a solar energy array producing the only electricity for miles; and an 18,000 gallon water retention tank for irrigation, cleaning, and watering the Centre’s livestock.
In the land of Safaris and big game, Maasai warriors, baobab trees, passion fruit and mangoes there is serious environmental degradation. Antiquated farming techniques, deforestation, soil erosion, climate change, and over-population have created an unfriendly landscape and a subsistence livelihood.
Our friend Josphat Macharia is the visionary director behind NECC. He has dedicated his 5-acre property, his time, his energy and his “know-how” to teach his countrymen environmentally sound practices. The Centre is a micro eco-system where sustainability and renewability are practiced daily. We applaud and support Josphat’s energy and efforts.
Our next project – the purchase of a used Toyota “outreach” van – will enable Josphat to spread the word to neighboring and outlying communities.
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Posted by Vivian Gast
NECC Project Coordinator |
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Harbor Point honored
with international design awards. |
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“Hold Fast,” Harbor Point’s 2008 annual report has received recognition with two prestigious international design awards. It’s included in Communication Arts 50th Anniversary Design Annual, and has been honored with the highest level recognition, a platinum award in the 2010 Graphis Annual Reports Annual. 2008 was a tumultuous year; our challenge was to create an annual report that walked a fine line between communicating confidence in the future, without appearing to be insensitive to the realities of the current economic environment. It needed to acknowledge the world as it is, without dwelling on it. Our approach, which used the metaphor of a ship’s journal and modest production values, gave the piece an understated, yet impactful look that is especially appropriate in this economy.
Harbor Point’s 2007 annual report was also recognized with a silver award in the 2010 Graphis Annual Reports Annual. The piece repackaged the company’s core values into a “Field Guide for Managing Risk” – a slightly tongue-in-cheek look at the importance of sticking to their underwriting principles.
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| The Good Fight |
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In January 2009, Cannondale launched their Good Fight campaign to the bicycling
community. The campaign focused on the brand's promise that they will fight
to be different, not for the sake of being different, for the sake of being
the best. This overarching message was used across many mediums throughout
the year including print and online ads, videos, television and the website.
The campaign has generated a lot of buzz and has some amazing results to
show for it. When Road Bike Action released their 2010 survey, Cannondale
was listed as the #1 choice among readers for their next road bike purchase when
13% of readers selected Cannondale, up from 8.2% in the 2009 survey.
There had also been major spikes in web activity for Cannondale throughout
the year. During the Tour de France, Cannondale's web traffic increased 42%
over the previous year, due in part to the 30 second TV spot that ran which
featured their Pro Tour Liguigas team.
More on Cannondale.
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| LiveStrong Challenge ’09 |
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For the second year in a row Team Mangos selected the LiveStrong Challenge as one of our “2009 passion projects.” This is the Lance Armstrong Foundation’s signature fundraising event, inspired by Lance and the 28 million people living with cancer worldwide, where participants take to the streets on foot and on bicycles to raise money for the fight against cancer.
Mangos’ 11 intrepid challengers gathered bright and early on Sunday morning, August 23rd at the Montgomery County Community College campus in Blue Bell, PA (the staging grounds for the Philadelphia leg of four US city series). Three walkers tackled the 3.2-mile course: JoAnne Moore, Veronica Bradley, and Jane Gast. And eight cyclists rode the 70-mile loop: Jackie Gelman – Team Captain, Joanne de Menna, Annemarie Armstrong (no relation to Lance), Brooke Clifton, Annie Devinney, Bradley Gast, Bill Gast, and Mangos’ friend, Harlan Glebe.
Captain Gelman was pleased to report that Team Mangos raised over $3,000, that not so much as even a whimper was heard as our well trained Team defeated the demanding course, and that, in true Mangos’ style, the Team crossed the finish line as one. This year the Philadelphia LiveStrong Challenge had 6,500 participants who raised a total of $3,200,000. Well done!
Our heartfelt thanks to all who supported this effort!
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AROUND THE CAMPFIRE:
Business as usual in unusual times? |
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“Recession Marketing” seems to have temporarily dethroned “Green Marketing.”
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From Kraft Foods to Allstate Insurance to Hyundai, marketers are looking for ways to be both empathetic about the impact of the economy on their customers, while encouraging them, through larger and larger discounts, to open their wallets and spend.
But still, people sit tight on the sidelines. Irrational exuberance has been replaced by irrational fear. And nothing good ever comes from irrationality of any kind. So how should a marketer respond to these unprecedented days? In a nutshell — and at the risk of sounding insensitive — it should be business as usual. Why?
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Because everyone else is cutting their marketing budgets. |
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Because the more your competitors sit and wait on the sidelines, the more you’ll have the field to yourself. |
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Because when you spend into a recession, you gain market share cheaply. |
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Because now is the best time for your customers to get to know you. People become more selective and less impulsive about their purchases when they’re on a tight budget. This is an opportunity to arm your customers with all the information they need to choose you. And if they choose you now when times are tough, they’ll stick with you later. |
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Because now is also the best time for you to get to know your customers. People go back to the basics during troubled times. Find out what’s most important to the people buying from you — and make sure you give it to them. |
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Because your business depends on new and repeat customers. |
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Because now is the perfect time to try new things. For example, if you haven’t already, begin to include social media in your media mix. Social apps like discussion forums can be effective at getting people off the fence. When our friends say, “try” we’re more likely to “buy.” |
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Because your customers have a very short memory — out of sight, out of mind. |
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Because (paraphrasing economist John Maynard Keynes and his theory “The Paradox of Thrift”) while it’s good for an individual (or brand) to be thrifty and save for a rainy day, it may not be good for the economy as a whole, which ultimately is not good for the individual (or brand) either. |
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And last, but not least, |
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Because these are extraordinary days. And those who find a way to make lemonade out of this lemon of an economy will enjoy the benefits far into the future. |
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| Elephants love Mangos |
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Designed as a luxury hotel and not an elephant thoroughfare, the Mfuwe lodge
never expected a herd of elephants to storm their lobby each year in search
of mangoes. Read full story
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| MM&M Private View |
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Pharmaceutical companies are in a constant struggle to make their advertising stand out amidst increased government regulation and corporate guidelines. In the May issue of Medical, Marketing & Media (MM&M) Mangos Creative Director, Joanne de Menna looks at successful pharmaceutical advertising around the world and shows how products are finding ways to make their mark. Read the full review (PDF)
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| New York, Milan, Paris…Reading, PA? |
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Bella Jules is run by a fashionista on a mission. Boutique proprietor Juli Cleaver brings cool, hand picked finds to the small town of West Reading, Pa. In November and December, Mangos aided Juli in her noble quest with an outdoor campaign to build awareness as well as direct mail to promote an in-store Holiday Preview Party.
The results – especially in today’s retail climate – are astounding. The Holiday Preview party was Bella Jules’ most successful ever (due in no small part to purchases made by the newly chic Mangos team). Sales on Black Friday were up 100% over 2007. And overall sales for November and December were 10% higher than the previous year.
At Mangos, we take this as proof that no matter where you are, being in the black is always fashionable.
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| Cannondale ad wins gold Graphis |
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We just picked up a Graphis Advertising Annual 2009 gold award for our Cannondale Di Luca Dream ad. The ad ran in top consumer cycling publications following the Danilo Di Luca victory at the 2007 Giro d’Italia. Di Luca was one of Cannondale’s leading sponsored athletes in 2007. In addition to conjuring feelings of inspiration and awe, the ad also subtly promotes the fact that consumers can test ride the same Cannondale bike that Di Luca rode to win the Giro just by visiting their local Cannondale bike shop.
The Graphis Awards are sponsored by The International Journal of Visual Communication, and honor the best in visual creative communication.
Check out our case story for more on Cannondale.
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AIGA Permanent Collection
includes UArts |
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Mangos, was recently selected by the American Institute of Graphic Arts (AIGA) as part of their 365 Annual Design Competition for our demonstration of “best work” in promotional design and advertising brochures. Two of our pieces for The University of the Arts (UArts): The UArts President’s Report, “Vergency,” and The Miguel Angel Corzo Center for the Creative Economy vision brochure won from a field of 4,700 entries. Both selections will be part of the AIGA Design Archives permanent collection and also join the traveling exhibition scheduled to debut in late 2008.
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| DRI Porsche Premier Dealer |
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1 of only 25. I think most of us would like that distinction. Or would we? I guess it depends on what the group of 25 represents.
Fortunately for Don Rosen Imports, it means prestige.
Recently, Don Rosen Imports was recognized as 1 of only 25 North American Porsche dealers named to this year’s list of Porsche Premier Dealers. The Porsche Premier Program recognizes dealers who consistently go above and beyond their devotion for the Porsche brand and even more importantly their customers. This designation just further solidifies how much the people at Don Rosen Imports not only love cars but also what they do. Just another accomplishment to add to an impressive list that is quickly growing. 2008 Porsche Premiere Dealer, Best Place to Work in 2007. It sounds like they’ve stumbled on a pretty good formula for success.
So for all you Porsche aficionados in the area, I think you may owe it to yourself to take a drive to Conshohocken and see what the fuss is all about.
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| Ripe Mangos |
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How ripe is Mangos these days? Ripe enough to be featured in the March issue of Philadelphia AD NEWS Magazine. We’re all juiced up about creating integrated, bold and innovative communications for some exciting clients. Check it out.
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| Cannondale Lodge |
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Nestled among steep mountain slopes and rocky forest trails, you’ll find
Tarrywile Lodge. Home to two of Cannondale’s newest mountain bikes – the
all-mountain Moto and the trailblazing Rize.
To showcase these new bikes – which allow you to glide over hill and dale
like a deer and remain as sure-footed as a mountain goat – Mangos and
Cannondale teamed up with Spun Studios to create “the biggest steamin’
turdpile ever built by man or beast.” Or in other words, a campy, kitschy
web site designed to showcase the bikes in their natural habitat. The
“lodge” is the perfect place to kick back, pour a brandy, watch some
entertaining (yet educational) videos and check out some stuff about
Cannondale’s new product offerings.
Thanks to Steve Belkowitz for keepin’ it real in the photos.
Cannondale – The Lodge
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| Mary Ann Sesso Joins Mangos |
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Malvern ad agency hires industry veteran as Vice President, Account Management.
Malvern, PA, February 18, 2010 – Mangos, a full-service advertising agency, is pleased to announce that Mary Ann Sesso has joined the company as Vice President, Account Management.
Sesso brings a great deal of consumer, B2C and B2B experience to her new role. She has managed integrated marketing campaigns for the Pennsylvania Department of Tourism & Economic Development, Prime Retail, Montefiore Medical Center, Penn Mutual, Oki Data Americas and many hotel, travel and casino destinations in the U.S. Sesso is well known in Philadelphia advertising circles. Mary Ann was most recently a Group Account Director at Domus and prior to that, an Account Director at Red Tettemer. Earlier in her career, Sesso was joint owner of Elkman/Alexander & Partners, an engagement that followed a long relationship with Earle Palmer Brown.
Bradley Gast, President and CEO of Mangos, cites “Sesso’s strategic abilities, broad-based experience and passion for the business will be a tremendous asset to Mangos and its clients.” |
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| Mangos Honored with 6 HMR Awards |
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Recognition for creative work developed for global leaders Siemens and Olympus.
Malvern, PA, May 5, 2009 – Mangos, a full-service advertising agency, captured six awards in the 26th Annual Healthcare Advertising Award competition, sponsored by the Healthcare Market Report, the National Newspaper of Healthcare Marketing.
Mangos distinguished its work from that of more than 3600 entries in the competition and was honored with three gold, one silver, and two bronze awards. The Mangos awards centered on large-scale projects created for engineering giant Siemens Healthcare and endoscopic solutions provider, Olympus America, Inc.
Included in Mangos’ winning submissions were advertising and collateral for two new hearing aids from Siemens: Vibe and Life. Targeting a distinct consumer mindset, Mangos positioned Siemens Vibe as a fashion statement for people who aren’t afraid to stand out. And the brochure they created for Siemens Life, which won a gold, positioned that product as a discreet option for people who appreciate style and design.
Mangos’ campaign for Siemens new molecular imaging technology, IQ·SPECT, was also recognized with a gold. The integrated campaign, which included print advertising, sales materials and an animated video, demonstrates why quicker, more accurate data acquisition is the smart choice when it comes to SPECT imaging.
HMR also gave a gold award to an innovative trade show “sculpture garden” of larger than life endoscopy devices, which Mangos created for Olympus. Additionally, a brochure to help launch Olympus’ consulting services to healthcare providers received praise.
Bradley Gast, President and CEO of Mangos, remarks, “Because the world of healthcare is a complex one, our clients appreciate the fact that we have experience across the healthcare continuum, from complex imaging technology and drug distribution to healthcare information systems and patient care.”
The six HMR awards are added to the 15 ADDY (Philadelphia Regional Ad Club) awards earned by Mangos earlier this year. |
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| Mangos Racks Up 15 ADDY Awards |
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"Best of Mixed Media" goes to Malvern agency.
Malvern, PA, March 10, 2009 – Mangos, a full-service advertising agency, was honored with 15 ADDY awards at last week’s Philadelphia Ad Club award ceremony. Winning the “Best of” category for Mixed Media, Mangos was also recognized with an additional eight gold and six silver awards.
Mangos’ integrated Hi-MOD campaign for Cannondale bicycles drew the same positive review with the ADDY judges as it did with Cannondale customers. Recognized with the “Best of Mixed Media” award, the Hi-MOD launch leveraged Cannondale’s reputation for bucking convention and played on the largely male customer base by casting the new bike, with the its sleek curves and elegant design, as “Miss November”. A variety of touch points – publication inserts, online and print ads — were used to drive traffic to an innovative microsite. Bike dealers also got in on the fun and were provided with special kits for decorating their display windows.
Creative work for four additional Mangos clients – Siemens Audiology, Siemens Molecular Imaging, National Museum of American Jewish History and Harbor Point Re – won gold and silver awards as well.
Bradley Gast, President of Mangos, observes, “People respond to how a product or company makes them feel. Gast continues, “Each Mangos campaign recognized with an ADDY has a strong, human dimension to it: a Siemens hearing aid positioned as a fashion accessory; Harbor Point’s annual report designed as a ‘field guide’; and a museum as the medium to tell the quintessential life story of American immigration.”
The ADDY Awards competition is the industry’s largest and most representative competition for creative excellence. Sponsored by the American Advertising Federation (AAF), the awards are designed to honor advertising excellence and to cultivate the highest standards in the industry.
Cannondale Case Story
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| Mangos Wins Two Gold Awards |
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Creative work results in two gold Medical Marketing & Media awards.
Malvern, PA, November 19, 2008 – Mangos, a full-service advertising agency, recently received two prestigious gold awards from Medical Marketing & Media (MM&M), a leading healthcare publication. The competition recognizes exceptional creativity and effectiveness in healthcare marketing. Mangos entered the competition for the first time this year, and was the only agency to be honored with two awards.
Mangos was recognized with gold level awards for advertising they created for the audiology division of Siemens Healthcare. Winning “Best Individual Product Advertisement in Professional Press” was the Why Hide Your Vibe? double page spread ad. Bradley Gast, President of Mangos, explains that their creative strategy was “ to help people care less about wearing something that most people firmly believe is a sign of old age. Our objective was to generate excitement about a product that would appeal to a younger, hipper, untapped audience.”
The second gold MM&M award going to Mangos was “Best Product Launch Advertisement/Campaign in Professional Press.” Mangos took the top prize for a series of ads that featured the hearing aid morphed into objects representing an active lifestyle, including an exercise bike, a fishing rod and a garden trowel. One of the MM&M judges praised the work for its “simple brilliance of using the system as hero but linking it to the patient benefit.” Gast explains that their approach was “to bypass the typical features and benefits angle and focus instead on positioning the product as the perfect solution for people with active lives.”
Mangos has received outstanding response to its work in 2008, winning not only the two gold MM&M awards, but also 11 Healthcare Advertising awards from HMR, and 11 ADDY awards in 2008.
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