In Clear Focus

In Clear Focus: 2020 was a year of turmoil, uncovering never-before-seen challenges for marketers. In the last year, companies have had to modify their marketing strategies to keep up with shifting consumer habits. But what does this mean for the remainder of 2021 and beyond? Bigeye’s Senior Strategist Dana Cassell explains how brands should approach their marketing strategies with empathy and agility, capitalize on short-term opportunities, and prioritize digital conversion funnels. 

In Clear Focus: Gen Z and Y consumers in the US see gender as a continuum rather than the binary of male or female. To discuss issues raised in Bigeye's national study, Gender: Beyond The Binary, we're joined by Michael Solomon, consumer behavior psychologist; Dr. Christia Spears Brown, child development expert; Sonia Thompson, CEO of Thompson Media Group and expert in inclusive and multicultural marketing; and Ari Dennis, who identifies as nonbinary and is embracing gender-creative parenting.

In Clear Focus: Demographic segmentation is the foundation of traditional marketing - but does it still work? A consumer behavior psychologist and professor of marketing, Michael Solomon discusses his book, "The New Chameleons" highlighting fundamental shifts in terms of how we think about customers. Michael explains generational differences, targeting "markets of one", and predicts which consumer behaviors accelerated by the COVID-19 lockdowns and economic changes will persist post-pandemic. 

In Clear Focus: This week, we’re talking to tattooed, lipstick-wearing, letter-loving Latina designer, Kathie Baptista. An integral part of Bigeye's creative team, Kathie explains her creative process and shares her favorite projects. She discusses her personal career journey and why it's important to keep exploring creative avenues throughout life. Kathie also shares her sources of inspiration and offers practical advice to students considering careers in graphic design and advertising.

In Clear Focus this week: Telemedicine has seen greater adoption since the onset of COVID-19. This week's guest is Jessica Neyer, VP of Strategy at Mend, a patient engagement platform. Jessica shares Mend’s newest offering, the enhanced waiting room, in which content is available for patients to view as they wait for their provider. Jessica explains how brands can utilize the Netflix-like library of content and advertising on this platform to directly target captive audiences.   

In Clear Focus: Record numbers of people adopted shelter animals as pets during COVID-19, driving demand for pet products. Guest Sarah Salva is the Director of Marketing Brand Development for Bigeye's client, H&C Animal Health. Sarah shares H&C's pet product marketing and development process, discusses why cat and dog parents need to be treated differently, and how important marketing research is in designing product packaging and producing advertising campaigns that resonate with pet parents.  

In Clear Focus this week: As streaming video services demand the creation of more content at lower costs, we discuss the disruptive potential of virtual production technology. Guest Tim Moore is CEO of Vū Studio in Tampa, one of only a handful of spaces worldwide equipped to support this new process. Vū uses massive LED screens and game engine software to create virtual and extended reality environments that can be captured in-camera, eradicating the need for CGI in post and location travel. 

In Clear Focus this week: Previewing Bigeye's study, Gender: Beyond The Binary. Child development expert Christia Spears Brown discusses our report findings, reflecting society's evolving views on gender identity and expression. We learn why humans are obsessed with gender differences, how categorization leads to stereotyping, and why fathers tend to be the "gender police''. Dr. Brown shares practical tips for raising kids to avoid gender stereotypes and create a less gender-obsessed future.

In Clear Focus this week: Dallas Taylor, Creative Director of Defacto Sound and host of the Twenty Thousand Hertz podcast, joins Bigeye to explore sonic branding. Hear how Dallas and his team approach sound design for clients like Disney and HBO, and what it's like to work on shows like Game of Thrones and Westworld. Dallas also shares Twenty Thousand Hertz's production process, and we go behind-the-scenes to learn how the iconic Netflix sonic logo was developed, including unique audio clips.

In Clear Focus: Kevin Keane, CEO of Brainsights, explains how his agency uses neuroscience to understand consumers' responses to advertising at a nonconscious level. We learn how gaining insights directly from consumers' brain activity can help brands de-bias their marketing content. Data from a recent Brainsights study shows the value of color-blind casting: Not only is there no downside to casting BIPOC individuals in ads, but Caucasians actually respond more favorably than non-Caucasians.