Tuesday Jul 11 2017
Spring brought warmer weather, and some shiny new hardware, to the SCC offices. Thanks to its work with Seven Daughters Wines and the Chicago Cubs, the agency is now home to one WOMMY award, one Trumpet award, one Chicago Ad Federation award and two Clio Awards.
Seven Daughters Wines: Add A Splash of Color
SCC was awarded the Gold WOMMY Award for its integrated, multi-platform Add A Splash of Color campaign for Seven Daughters Wine. Presented at the annual Word of Mouth Marketing Association awards show in NYC in April, SCC bested the global field in the Integration category. Ogilvy Amsterdam took home the Silver and Dentsu took home Bronze in the category.
The campaign also earned SCC a Silver Trumpet for best Influencer Marketing in May. Held by the Publicity Club of Chicago, the Trumpets are the most prestigious public relations awards in the region.
"We couldn't be more excited about these awards," said SCC CEO Tim Condon. "It's further proof of SCC's unique ability to create a compelling brand idea and then leverage it fully across the new media landscape. Kudos to our PR, Influencer, Social Media, Creative, Media and Planning teams."
SCC created a smart, sexy, witty social personality for the Seven Daughters brand that was leveraged across multiple platforms. The campaign included engaging Facebook and Instagram influencers who added their own interpretation of the brand in the form of content that was then shared with their followers. The campaign delivered over 9.5 million social media impressions with 415,000 engagements and 5.3 million impressions from influencer blog posts. Traditional media pick-ups, both online and offline, delivered 38.1 million readers/viewers. The Seven Daughters brand has now grown case sales by 25%.
Chicago Cubs: Today Is Our Day and #FlytheW
“Today is Our Day” – the video spot featuring footage from the Cubs’ World Series win – earned SCC two major accolades. The Chicago Advertising Federation awarded the agency a Silver for the spot in March. Two months later, it took home a Bronze Clio Award in the :31-:60 Commercials – Sport Teams category.
“Today is Our Day” captures the emotional impact of one of the greatest journeys in sports, culminating with the epic Game 7 drama and fan reactions. SCC caught the moment at its epicenter – Wrigley Field – and produced a poignant piece that aired within hours after the World Series victory. The spot features rock icon Eddie Vedder's live recording of his now-famous Cubs anthem "Someday We'll Go All The Way".
On the impressive efforts to create the spot, Condon says: “I was getting texts at 3 and 4 a.m. in Cleveland about the [SCC] team's progress… It was released at 5 a.m. on the [Cubs’] Facebook page, got covered on the Today Show, and eventually scored 11 million-plus views.”
SCC’s creative work with the Cubs resulted in another Clio Award win for SCC – this time for the #FlytheW campaign. The campaign earned the agency a Silver for Best Integrated Campaign for a sports team.
While it’s easy to get Cubs fans excited about postseason baseball, getting them to rally around one message -- and one defining call to action that would translate worldwide -- is far more challenging. With #FlytheW, SCC created a campaign that was as emotional as it was simple, turning a small, decades-old tradition of raising the “W” flag into the official postseason symbol of loyalty, faith and victory.
The campaign became ingrained in the Chicago community – and beyond. Local Dunkin’ Donuts began offering “W” themed pastries, and American Airlines outfitted some outbound Chicago flights with “W” rally towels on the back of each seat. Even Former First Lady Michelle Obama got in on the action, tweeting #FlytheW during the World Series.
As SCC Creative Director Ron Sone put it: "It's an amazing thing to see walking the streets of Chicago: [the flag] is on every storefront, high rise, balcony and highway."
Read more about the SCC and Cubs relationship here.
Wednesday Jun 21 2017
CHICAGO – June 20, 2017- Independent Chicago creative and technology agency Schafer Condon Carter (SCC) today unveiled SCC|prism, the branding of its newly-merged Public Relations, Influencer marketing and Social Media practices. SCC|prism leverages the value of earned-media across traditional analog and digital media outlets, high-reach influencers and social media platforms, which are continuing to converge.
“As the media landscape continues to shift, traditional approaches towards earned media and third-party endorsement for brands are becoming obsolete,” said SCC Founder and CEO Tim Condon. “Media platforms influence the social space, social content is picked up by media—and influencers are active across platforms. The SCC|prism model leverages the power of inter-platform brand engagement, driving KPI’s across the earned media continuum. The 1+1+1 = 5 approach of SCC|prism is delivering incredible results.”
SCC managing partner Mike Grossman is heading up the unit with Lauren Sanborn, Director of Social Media; Laura Colar and Paige Robinson, Associate Directors, PR and Influencer Strategy, rounding out the management team. “Today, media lines have become blurred to nonexistent. A stand-alone PR, influencer or social media strategy has the potential to leave a lot of brand value on the table. Each of these practice areas work together–and feed off one another. You need to develop a combined strategy that creates scale and takes advantage of that,” said Grossman.
From left: Robinson, Colar, Grossman, and Sanborn
SCC|prism has already received best-in-class recognition in PR and social media. In 2015, it took a PRSA Silver Anvil in corporate reputation for iconic men’s fashion brand, Allen Edmonds. This year, it took home WOMMY Gold for its integrated PR/Influencer/Social efforts for Seven Daughters Wines. SCC|prism’s work for the Allen Edmonds brand is credited with repositioning it for six consecutive years of record sales growth.
The WOMMY-winning effort for Seven Daughters Wines, Making a Splash with Millennial Wine Drinkers, successfully integrated online and offline word of mouth to drive a 25% increase in sales. The group has also twice earned Silver Trumpet awards from the Publicity Club of Chicago (one for the Chicago Cubs, one for Seven Daughters wine).
Read MediaPost's article on the announcement here.
Monday Apr 3 2017
Fast Company takes a look at how the Chicago Cubs brand strategy has evolved, as the team moves from the "lovable losers" to the reigning World Series champs.
Tuesday Mar 28 2017
Eastman Chemical names Schafer Condon Carter (SCC) as its agency of record for the LLumar brand of window tints. Read the article here.
Tuesday Jan 17 2017
Up next in our Series, "What I learned in 2016" is an insightful look at the Cubs victory through a marketing lens and the building of Brand Trump - from Tim Condon, CEO/CCO of Schafer Condon Carter: We're in The Most Powerful Business in the World - via The Chicago Egotist
Wednesday Jan 11 2017
AdWeek/AgencySpy: By Erik Oster on Jan. 11, 2017 - 11:58 AM
Advocate Health Care has named independent Chicago agency Schafer Condon Carter (SCC) as its agency of record after a review.
“A faith based, not-for-profit health system,” Advocate Health Care is one of the Midwest region’s largest healthcare providers. The organization spent approximately $6 million on measured media in 2015, according to Kantar Media.
“We are very excited to have such a prestigious brand choose SCC as their partner during this important period for healthcare in the US,” SCC managing partner Jim Stadler said in a statement. “We look forward to digging in on the business strategy and planning front and ultimately creating powerful messaging to leverage Advocate’s assets in the marketplace.”
We’re very excited to be partnering with an agency like SCC,” Advocate Health Care senior vice president, CMO Kelly Jo Golson added. “They’re a great fit for our brand and our team.”
SCC makes a significant chunk of its revenue from health-related clients. The shop currently handles wellness assignments for Johnson & Johnson and P&G’s New Chapter brand of vitamins and supplements, and it has previously worked with Northwestern Memorial Hospital, Alexian Brothers Medical Center and HCA.
The agency has also handled advertising for the Chicago Cubs since 2012 in what is almost certainly its most visible work.
Click here to read the article on AgencySpy
Thursday Nov 10 2016
Crain's Chicago tells the story behind SCC's ultimate video tribute for the Cubs historic World Series win.
Read the article here
Friday Nov 4 2016
CHICAGO, November 4, 2016 -- With the Chicago Cubs heading into the playoffs in late September and no way to predict the outcome, Alison Miller, VP of Marketing for the Windy City’s MLB team, had to think ahead. In addition to creating a new “Fly the W” campaign for the post season, she asked Schafer Condon Carter (SCC), the Cubs agency of record, to consider how to handle a potential World Series victory. It was an off-the-record assignment that had to be secretly planned and executed. SCC's idea was to memorialize the Cubs’ journey to a World Series victory through the eyes of Cubs' fans set to a song from a very famous Cubs fan, Pearl Jam front man Eddie Vedder. His song, "Someday We'll Go All The Way," is a tribute to Cubs fans' passion–and their patience–in pursuit of that elusive World Series Championship.
"Those are truly human moments and emotions that you just can't create. You have to be there. They have to be real," said SCC’s Leroy Koetz, who directed and edited the spot. "Eddie's track as the backdrop for these moments really tells a powerful story."
Shot at dozens of locations throughout Chicago while the Cubs made their playoff run, the 60-second spot incorporates footage lensed at the conclusion of the Cubs dramatic 10th inning Game 7 win in Cleveland. The final edit was finished just a few hours before sunrise that morning. "We wanted to capture the real, genuine emotion that true, die-hard Cub fans experienced during this amazing run," said SCC Creative Director, Ron Sone. “We thought it was important that we get the real thing at that critical moment.”
SCC’s video production team embedded multiple crews in fans' homes, Chicago bars and even a Wrigleyville fire station to capture the moments as they unfolded. In addition, SCC shot footage at multiple games at Wrigley Field, and also pulled video from network broadcasts, Cubs’ video partner Banner Collective, and Cubs’ in-house video resources.
After launching on social media at 5:00 a.m. Thursday morning, the spot was viewed millions of times within a few hours. Its reach was extended dramatically as it was picked up as a news story and played nationally on the Today Show, ESPN and on broadcast media around the country.
"The Chicago Cubs are a great American story," said SCC Managing Partner, Jim Stadler. "It goes way beyond Chicago. The Cubs are a global brand at this point and winning it all this year is a source of joy and inspiration for millions of people."
SCC’s work on for the Cubs also included the World Series Parade and celebration in Chicago. "Sleep is going to have to wait," said Molly Gilles, SCC Senior Account Executive. "But this is all so exciting, you want to soak up every minute of it."
"We began this journey with the Cubs four seasons ago," said Michael Dorich, SCC Creative Director. "We’ve been bleeding Cubby blue every day working with this great team and absolutely loving it. To have the Cubs bring home a World Series Championship is more than we could ask for - we couldn't be more proud."
Click here to view the Chicago Cubs World Series Victory Spot.
Monday Sep 19 2016
The Cubs clinched the Central Division late last Thursday night which triggered the release of a new TV commercial created by SCC designed to get Cubs fans excited for the playoffs in October. It certainly did the job. The spot is now at over 2 million views with tens of thousands of shares, and has driven national media reports across sports, entertainment and news networks.
SCC's creative and production teams shot emotion-filled scenes throughout the city and Wrigley Field to create the spot, but the thing that really got fans--and media--engaged was the idea of using injured Cubs player Kyle Schwarber as talent for the commercial. Schwarber narrates throughout the commercial and is revealed at the end with a poignant delivery of the final line, "Well, you get the idea," an understated reference to the Cubs' goal of winning their way through the playoffs to the World Series.
The spot was created by SCC creative directors Ron Sone and Michael Dorich, and directed by SCC's Leroy Koetz. Editorial was handled by Conspiracy with VFX and color correction from The Mill and CRC providing the final audio mix.
View the spot here.
Thursday Sep 1 2016
As part of the national Ready Campaign, SCC partnered with the Federal Emergency Management Agency (FEMA) and Ad Council to invite families to create emergency plans through an integrated PSA campaign.