AD NEWS sits down with a few
Ripe Mangos
AD NEWS: Mangos is a funny name for an advertising agency.
Makes it sound like you’re purveyors of exotic fruit.
Mangos: We are.
AD NEWS: Really?
Mangos: Yeah. What we try to do is get to the essence
of things. The juice. Strategically. Creatively.
AD NEWS: Okay, so what’s juicy at Mangos these days?
Mangos: Cannondale. Don Rosen Imports Porsche/Audi.
The National Museum of American Jewish History. The University of the Arts. For example, we’re helping Cannondale take a whole new approach to their brand. In the past, each
new bike launch was a one-off campaign with little link back
to this great brand, Cannondale. Today we’re integrating all dimensions of their communications – web, advertising, point of sale – even the boxes the bikes ship in.
AD NEWS: Does a regional automobile dealer provide the opportunity to do the same kind of exciting work as what you’re
doing for Cannondale?
Mangos: With Don Rosen Imports, it’s anything but business
as usual. It’s really “business as unusual.” They wanted to do something radical. To actually help people enjoy the experience
of working with a car dealer. The goal was to build a different
kind of relationship. One that was open, transparent, and on
a customer’s terms. To do that, we zigged where every other
car dealer zags. The results have been phenomenal.
In six months, Mangos helped Don Rosen Imports increase leads by 40%, increase internet leads by 70%, and increase market penetration by 12% across both the Audi and Porsche brands.
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Current work with Cannondale includes launching two new mountain bikes worldwide with a fully integrated campaign. A special interactive web destination will go live April 1. The fur will fly at cannondale.com/thelodge.
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AD NEWS: What’s the story with the National Museum
of American Jewish History?
Mangos: It’s a work in progress. Construction for their new 100,000 sq. ft. museum has just begun on Independence Mall.
The museum will provide an insight into the immigrant
experience from the unique perspective of American Jews.
It’s part of the Smithsonian network of museums and offers a complement to the U.S. Holocaust Memorial Museum in D.C. We’ve begun to tell their story with some initial communication materials, including a capital fund raising campaign and signage around their construction site.
AD NEWS: Switching gears, what does it mean to be bold today?
Mangos: To us, it means helping our clients embrace ideas
that actually make them a little uncomfortable. But when the
ideas are strategically dead-on, the choice is really pretty clear.
Of course, today there is no other choice but to be bold — in
exactly the right way.
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