Expertise-Creative - Glue Advertising

EXPERTISE

CREATIVE

MARKET RESEARCH

STRATEGIC SOLUTION

TECH

VERTICALS

Glue is an award-winning creative shop that delivers fully-integrated marketing initiatives as well as a range of solutions, including:

Brand identity for products and services, brand signature development, brand naming, logo design, icon creation, tagline   development, and brand architecture elaboration
Insight-based creative campaigns across all media channels: broadcast, video, print, out of home (OOH), radio, and digital, including   websites, banners, HTML5 animation, social media deployment, and sales and marketing materials
Photography; including real-people casting, video; including CGI, animation, live action, and testimonials
start a creative project

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Glue takes a very disciplined approach to creative concept development

Among other guiding principles, we subscribe to David Ogilvy’s belief that it’s not creative unless it sells. You may ask “Can we figure out if the creative will sell before the product is on the shelf?” The answer is “Yes!” so long as you know what insights are driving your customer’s behavior. That’s where market research comes in. Read more

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Brand Signature

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Design

At Glue, design is critical to our creative process. It plays a crucial role in attracting and engaging an audience, communicating a brand’s message, and driving conversions. Here are 4 specific reasons why design is so important to marketing: Read more

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Digital Tactics

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OOH (Out of Home)

OOH advertising, also known as outdoor advertising, targets consumers when they are outside of their homes. It includes billboards, posters, digital signage, transit ads, street furniture, and place-based media, which are displayed in public spaces like streets, highways, shopping malls, bus stops, airports, and stadiums. OOH ads are used to reach a wide audience, build brand awareness, and increase customer engagement. Read more

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Photography

SEE THE RESULTS OF OUR PIONEERING PHOTOGRAPHY SHOOT

Print, Broadcast, And Video

Glue has an incredible bench of award-winning copywriting, art direction, and production talent that keeps turning out award-winning work, from art direction for layouts in the print and digital spaces, world-class broadcast TV and video production, interruptive out-of-home billboards and radio spots. Read more

START A PRINT, BROADCAST, OR VIDEO PROJECT

Social Media

Glue has long been a champion of social media and influencer marketing.

We’ve used social media to build loyal and engaged audiences for our financial services, B2B and CPG clients, provide education about diseases and their treatment, make product announcements, and deepen brand loyalty. We apply insights revealed by social listening to inform marketing strategy and execution. We also identify, cultivate, and leverage the power of influencers to shape awareness and understanding to motivate your stakeholders to take action. Read more

SEE OUR AWARD-WINNING SOCIAL MEDIA WORK

Sales + Marketing Materials

Insight, strategy, and creative are foundational, but the rubber meets the road at execution. Glue has produced every sales tool imaginable. From print and interactive visual aids, also known as e-detail aids, plans of action (POAs) for sales meetings, implementation guides, as well as training and educational materials. Read more

START A SALES TOOL OR TACTICAL INITIATIVE

Testimonials

When it comes to voice of authority, endorsements by people who have experience with your brand offer perhaps the most compelling endorsement next to word-of-mouth. Glue has created testimonials for a wide range of products. Read more

SEE KENDALL, OUR YOUNGEST ENDORSER

The role of market research

Glue loves discovery, especially when it comes to market research. That’s how we uncover key consumer insight. It’s how we determine what our audience is thinking. What they’re missing. What compels them. And most importantly, what will motivate them to choose your brand.

The role of market researInsight is the first stop on our creative journeych

Positioning is equally essential to getting it right. Knowing how your product compares with the competition and why your customer should think differently—and preferentially—about your product is the DNA of great creative. Think about the campaigns that stand out in the history of advertising. The Volkswagen lemon. The Absolut campaign for Absolut Vodka. Mac vs PC. While they all strike wonderfully unexpected chords—which is the true magic of advertising—they are always built on a rock-solid foundation of insight and positioning. Once we have these two assets in place, we develop the creative brief.

The creative brief is a contract between you and Glue

If you want it in your creative concept, it needs to be in your creative brief first. The creative brief contains the insight and the positioning described above, along with your product’s benefits, features, and executional mandatories, such as color palette, style, and key brand assets. Once this has been approved by you and the agency, we can start the creative process.

How great creative happens

This is where the creative journey takes unexpected twists and turns. Literally, the creative team of agency art directors and copywriters will look at your product from different angles and different points of view, using the mundane and the exotic, metaphor, wordplay—and truly, you name it—to find unique and engaging ways to get noticed, make a point or a promise, hit home, and be remembered.

Consumers are consumers

Regardless of the stakeholder, whether it’s a professional, a key opinion leader, an influencer, a working parent, a student, or a retiree, everyone is a consumer who is ruled by a combination of rational and emotional decision-making. At Glue, we put ourselves in the shoes (or sneakers) of your audience to create some of the most compelling and persuasive creative out there.

A brand’s name, logo, iconography, and tagline are all part of that brand’s signature. They are all critical to building brand awareness and recognition, whether the brand is a product, service, person, or corporation and should effectively convey the characteristics and qualities of the brand to potential customers. To create a meaningful and valuable signature, Glue runs an analysis of the competition: brand names, brand promises, color palette, fonts, and iconography that are already in use. We also conduct a features and benefits inventory to analyze how a brand differs from the competition—how it works, how it’s made, what it stands for, relevant consumer insights—and identify key areas of meaningful differentiation.

Brand Naming

At Glue, we approach naming projects in a rigorous way. Based upon the results of the branding inventory described above, unmet needs that are uniquely satisfied by the product or service, key product features, we identify 3 to 4 strategic pillars for potential language exploration. Glue will typically generate up to 1,000 names, checking the availability of each candidate across the United States Patent and Trademark Office (USPTO) and digital channels, i.e., domain and social-media platforms.

Here are a few examples of glue's brand naming work

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Logo Design

At Glue, we approach logo and icon design the way we approach brand naming, with rigor. We still draw on insights identified in the branding inventory, but now we have a stake in the ground: a brand name! We use strategic pillars that align with the newly identified brand to guide exploration of potential design directions. We also look to the design gods, Massimo Vignelli, Milton Glaser, Paul Rand, Saul Bass, and Stefan Sagmeister for inspiration.

As we explore design options, we believe the best logos adhere to the following principles:

Keep it simple to ensure fast uptake
Give it meaning so that your logo becomes an unaided selling machine
Make it versatile enough to work across all channels

DESIGN A LOGO FOR YOUR PRODUCT OR SERVICE

Attracting attention: Good design will help attract attention and motivate a potential customer to learn more about the product or service being marketed. It can also help a brand stand out in a me-too marketplace
Communicating a brand’s message: Design can be used to communicate values, mission, vision, and a brand’s unique selling proposition. For example, a clean, modern design might convey a sense of innovation and forward-thinking, while a more traditional design might evoke a sense of history, authority, and reliability
Building credibility: Design can help build credibility and trust. A thoughtfully-designed website, for example, can signal to the user that a brand is reliable and trustworthy
Enhancing the quality of the message: Design can do more than support a brand’s message, it can make its messaging more effective. A well-designed visual can help clarify and reinforce the message being communicated

Overall, design is an essential component of marketing that can help businesses achieve their goals and connect with their target audience in a more meaningful and effective way.

At Glue, our design services include animation, branding, interactive design, package design, product design, including color, shape, and size, sound design, visual systems, and of course, digital and print marketing across all channels.

As an agency steeped in digital marketing, Glue loves working in the digital space, and it shows: DesignRush has recognized us as a global digital powerhouse since 2016. We offer web development services with a specialized team of designers and developers who build scalable, customer-centric sites backed by world-class CMS systems built to the highest standards. We create beautiful and responsive mobile-first websites and ecommerce sites, apps, emails, eblasts, digital banners, IVA/iPad detail aids, and games. We offer UI/UX, SEO, and SEM.

Allogene.com is a corporate website for a biotech start-up developing investigational therapies and an example of a Glue-designed and developed website. See the site

With the growth of digital out-of-home (DOOH) advertising, which involves dynamic and interactive media distributed across place-based networks, OOH advertising has become more flexible, targeted, and measurable. Glue’s launch plan for GXO included a mesmerizing OOH display in Times Square, the Crossroads of the World. See why the ad made such a big splash!

Glue is a pioneer in the world of photography. After a major national bank hit a wall when it came to finding suitable diverse images for use in their promotional campaigns—stock houses are still playing catch-up—their brand team asked our team to help create a library of proprietary images promotional managers could use to promote a range of mortgage products. Glue cast, produced, shot, and retouched a groundbreaking library of diverse images of real-life people, including Latinx and African-American families, same-sex male and female couples, and a trans-inclusive couple––the first ever for a national bank.

The brand team assumed that we would identify diverse candidates first and then cast selected models into family groups and couples. While this approach is well-accepted and may work for conventional photo projects, we didn’t think it would be right for this assignment. Our conviction was that synthesizing couples and families would sacrifice chemistry and authenticity––especially for the LGBTQ+ couples we were shooting. That’s where the pioneering part of the project came in. Glue pushed to go beyond real-people casting to casting real couples and real families. It required a little more work up front, but the results speak for themselves. We also interviewed the selected couples and families prior to shoot to find out what made them click and understand how they spent their free time. With this backgrounding, we made room for scenarios that were personal and authentic. For Maine and Ayesha, we included shots in the kitchen (Ayesha is a chef) and in the mud room repotting plants, to scenes with Bennett and Garrett playing with their tiny pup. And we made history with Kenyatta and Uriah, shooting the first trans-inclusive couple for a national bank. The results speak for themselves: you can’t miss the intimacy of the couples and the chemistry between family members. In addition to real-people casting, Glue shoots video, and creates CGI animation, as well as testimonials. See how real-people casting resulted in a standout library of images.

Glue deploys a wide range of approaches, from P&G-school problem/demo/solution, voice-of-authority endorsements, testimonials, live action video, animation, and scientific, mechanism-of-action animations.

When you think of Las Vegas, you think of the bright lights of the casinos and the energy of the strip. Glue captured the electricity and excitement of Vegas with our TV spot for BetMGM's online casino. In the CGI-rendered spot, MGM's lion, Marcel, leaps out of a phone and explores an explosively entertaining likeness of the strip, replete with clanging slot machines, rolling jackpots, and more. The spot is BetMGM's highest-performing commercial in the company's history. It’s been seen millions of times across the United States and Canada––on TV, social media, and more. See how we put CGI to work for BetMGM.

Glue has long been a champion of social media and influencer marketing.

The reasons we're such strong believers in this channel include:

Increased organic visibility
Improved brand loyalty
Increased brand recognition
The power of crowd-sourced and user-generated content
Instant consumer feedback

We helped the Asthma & Allergy Network create awareness and generate leads that resulted in a significant improvement in vaccination rates against coronavirus in the historically underserved BIPOC community. Our campaign for the Allergy & Asthma Network was awarded ‘Winner’ of the e-Healthcare Leadership Award in the category of Best Digital Leadership in Health, Equity, Diversity in 2022. See how we used social media to boost vaccination rates.

Glue can help you create any of the following tactics:

IVA (interactive visual aid)
CVA (consolidated visual aid)
Smartphone apps
Interactive and static banner ads
Website
- Corporate
- Brand
- E-commerce
Social media asset development, deployment, and maintenance
Printed sales materials
- Sales aid
- Flashcards
- Training guides

Conventions
- Booth design
- Interactive and static booth panels
- Promotional signage
- Digital door drops
- In-booth gaming
Outdoor advertising
- Billboards
- Transit/vehicle advertising
- Car cards
- Bench ads
- Storefront displays
- Street ads
- Retail ads
- Elevator ads

PowerPoint decks
- Value-proposition decks
TV broadcast advertising
- Traditional
- Cable
- OTT

For LifeVest, a portable defibrillator that also transmits vital information from patient to healthcare provider, Glue developed a creative campaign that visualizes the care team that would be required to duplicate the same functions. See how we brought this campaign to life via sales tools in print and on tablet.

For EpiBiome’s EpiPhany bacterial profiling service, we enlisted the help of thought leaders who were enthusiastic brand loyalists, including investigators, manufacturers, and farmers.

For Optune, we leveraged the power of consumer experience in two very different ways. On social media, we produced the first Facebook Live event for a prescription product. It resulted in an increase in user visits by over 2000%. See the Facebook Live interview here.

For Aerospan, an asthma treatment, we interviewed, filmed, edited, and produced a video featuring Kendall, a 7-year-old asthma patient, who describes her experience getting diagnosed with asthma and the thrill of having her symptoms appropriately treated. Kendall’s mother, Rachel, who was on set, was so enthusiastic about her daughter’s outcome that she asked if she could also be in the video. See Kendall, our youngest voice of authority.