May 20, 2013 12:00 ET

NEW YORK, NY–(Marketwired – May 20, 2013) – Nespresso, the worldwide reference in single-serve coffee, has named Deep Focus, the digital agency for the social age, U.S. Social Media Agency of Record.

In selecting Deep Focus, Franz Niedermair, Vice President, Marketing, Nespresso USA, said, “Our team was impressed by the excellence Deep Focus demonstrated in partnering with us to achieve the goals set at the start of the selection process. We were all very pleased with their strategic insights, innovative and creative execution and use of data analysis.”

The Social Media AOR award comes as Nespresso plans to focus on its social strategy over the next two years, a natural progression given Nespresso’s development as a community complete with an engaging Nespresso Club, Boutiques, and online network.

Deep Focus Founder and CEO Ian Schafer said, “We are honored to partner with Nespresso in the US. Our passion for building brands consumers love through content people want to share via social media is matched by our passion for coffee — in this case, we get the best of both. The team at Nespresso has built a beautiful range of products, and a community their customers are proud to be a part of. We look forward to a great partnership.”

About Nestlé Nespresso SA:

Nestlé Nespresso SA is the pioneer and reference for highest-quality portioned premium coffee. Headquartered in Lausanne, Switzerland, Nespresso operates in almost 60 countries and has more than 8 000 employees. In 2012, it operated a global retail network of over 300 exclusive boutiques. For more information, visit the new Nestlé Nespresso corporate website: www.nestle-nespresso.com.

About Deep Focus

Deep Focus (www.deepfocus.net) is the digital agency for the social age, and is a trusted partner of some of the world’s most progressive brands. Founded in 2002, the award-winning agency has nearly 70 employees and is headquartered in New York City. Deep Focus is a part of Engine USA and was Digiday’s Agency of the Year in 2010 and 2012. For more information on Deep Focus, please follow us on Twitter (http://www.twitter.com/deepfocus) and Facebook (http://www.facebook.com/wearedeepfocus).

Contact:
Pat Sloan
Email Contact
+1-646-673-4787

Press Release.

NEW YORK, NY–(Marketwired – May 20, 2013) – Deep Focus has named Ron Lent as Creative Director of the Moment Studio, the agency’s creative newsroom model that focuses on real-time content production.

Formerly a creative director at BBDO, Lent has worked on a wide range of clients, including Target, GE and AT&T, and has created everything from interactive neon installations for the TED Conference, to innovative experiential banners for GE, to Times Square stunts for Target, to a series of daily interactive experiences for Snickers.

In making the announcement, Deep Focus Executive Creative Director Ken Kraemer noted, “Ron has a unique creative mind and his style makes him perfect to lead the Moment Studio’s creative. Since the early dot-com days, Ron has been making amazing, compelling pieces of design by taking advantage of even the simplest technologies. Ron’s interactive work for some of the world’s leading brands has been legendary. His art and photography and his love for technology have given him a style and sensibility that will result in even more irresistible work for our Moment Studio clients. There are few people in the world who can do real-time, lightweight visual content well, and Ron is the best of them.”

Studio Manager and Ron’s new partner Christina Cooksey noted, “Ron’s hire gives the Moment Studio the dedicated creative leadership it needs. Short form creative content demands the same rigor — both conceptually and in execution — as any other kind of creative. It tells a brand story in a completely different way, and Ron’s oversight of the work will make it even more powerful.”

Asked about his new role, Lent said, “I’m excited to be part of this new way of doing things. I’m sure it is going to be a wild ride and I can’t wait to make some amazing work that people will actually want to share for this great group of brands.”

About Deep Focus
Deep Focus (www.deepfocus.net) is the digital agency for the social age, and is a trusted partner of some of the world’s most progressive brands. Founded in 2002, the award-winning agency has over 70 employees and is headquartered in New York City. Deep Focus is a part of Engine USA and was Digiday’s Agency of the Year in 2010 and 2012. For more information on Deep Focus, please follow us on Twitter (http://www.twitter.com/deepfocus) and Facebook. (http://www.facebook.com/wearedeepfocus).

Contact Information

Contact:
Pat Sloan:
Email Contact
+1-646-673-4787

Press Release.

Deep Focus today is announcing it’s netted a pair of notable fish, landing Nespresso’s U.S. social media account and hiring BBDO New York’s Ron Lent as creative director for its Moment Studio.

Read the article here.

@TwitterAds: What do you think the next big trend will be in mobile? 

@ischafer: The biggest trend is going to be the uncoupling of data or harnessing the data generated from mobile devices to make better business decisions. Obviously there is so much relevant information captured by our phones. I think there’s a potential for taking that data and applying it to other things whether that’s desktop display or addressable TV commercials.

Check out the full interviews here:

Agency influencer series Q&A with Ian Schafer: The best mobile strategy is a real-time content strategy

Agency influencer series Q&A with Ian Schafer: Twitter captures the moment like no other platform

Responsibilities for this position include, but are not limited to:

• Develop the kind of innovative creative experiences and nontraditional campaigns that have built Deep Focus’s award winning portfolio. Every day.
• Conceive, craft and execute these experiences on strategy.
• Develop intimate brand empathy and knowledge of clients’ brands; aspire to brand stewardship.
• Quench our clients’ never-ending thirst for innovative, unsolicited ideas.
• Concept, create and write campaigns for clients across the agency’s portfolio – apps, to social campaigns, to promotional microsites, to multi-platform initiatives, to stunts.
• Write short, medium and long-form copy in the brand’s voice and tone consistently, independent of medium.
• Assist in the planning, execution and production of all work.
• Assist in the development and execution of standards for the voice and tone for major brands and projects, including brand application, personality, usage, social media voice and tone, etc.
• Build and manage relationships with colleagues, partners and clients.

Qualifications:

• 5+ years experience at an advertising agency.
• A distinctive portfolio of excellent, award-winning interactive work. Bonus points for a strong mix of offline, digital and social media work.
• Demonstrated experience in developing and writing cutting edge ad campaigns and websites with an emphasis on innovation.
• Strong conceptual/strategic thinking.
• Strong presentation skills.
• Expertise in Microsoft Office.

Deep Focus CEO and Founder Ian Schafer, and Executive Creative Director Ken Kraemer, talked with Debra about the Deep Focus Moment Studio, our real-time creative newsroom.

Clients can tap Moment Studio as an add-on to the agency’s community management service, said Kraemer, the creative director. “The staff is made up of photographers, writers, designers and producers—the same talent you’d expect to see at a digital or social agency,” he said.

The team meets once a day to analyze what a client’s consumers are discussing online and how the brand might capitalize. “We brainstorm and we concept on the spot,” Kraemer said. “It could be as simple as a holiday message, if a holiday is that day or the next day, or it could be something much more interesting or complex that has to do with something that’s trending in the news or trending in culture. Or it could have to do with an event, like the Academy Awards.”

From concept to completion, the process takes anywhere from an hour to a day or two.

eMarketer Inc.

Deep Focus’s panel, Beyond Real Time, The New Creative, will touch on the importance of lightweight, high-velocity microcontent for brands. Moderated by our CEO & Founder, Ian Schafer, the panel will be fierce and will include:

Melissa Barnes
Agency & Brand Advocacy
TWITTER

Ken Kraemer
Executive Creative Director
DEEP FOCUS

Jon Lombardo
Social Media Leader
GE

Caroline McCarthy
Brand/Content Consultant
FORMERLY OF GOOGLE AND CNET

Colin Sutton
Director of Social Media
OMD

We will also be hosting the Deep Focus Workshop: Lessons from the Moment Studio’s First Year where our Executive Creative Director, Ken Kraemer, and the Moment Studio team will share real learnings in real time.

In preparation for the events Ken Kraemer and Ian Schafer, Deep Focus Founder and CEO, spoke with Creative Week in their Q&A series. Check out what Ian and Ken had to say about Creative Week, digital and social creative, and keeping content interesting.

What explains the shifting behaviors in teens away from profile-structured social media? Why has the “share-more” ethos of Facebook not translated to this next group of users who prefer ephemeral services like Snapchat?

Snapchat founder Evan Spiegel says that the power of deletion allows “you to free yourself from an amorphous collection of who you’ve been forever… Our entire lives have been Liked, retweeted, posted, forwarded.” For a group of users who have grown up with Facebook and Twitter in the background chronicling their lives, a reactionary shift away from the “gentle totalitarianism of endless sharing” makes sense.

Delete This When You’re Done.

So Much for Rational Pricing

Ignoring shopper psychology can get you fired – just ask Ron Johnson, the recently ousted CEO of J.C. Penney.

A little over a year ago, when the retailer stopped promoting sales and offering coupons and instead made a big deal about its “everyday” low prices, Ms. Fobes stopped shopping there. It wasn’t that she thought the prices were bad, she said. She just wasn’t having any fun.

“It may be a decent deal to buy that item for $5,” said Ms. Fobes, who runs Penny Pinchin’ Mom, a blog about couponing strategies. “But for someone like me, who’s always looking for a sale or a coupon – seeing that something is marked down 20 percent off, then being able to hand over the coupon to save, it just entices me,” she said. “It’s a rush.”

The good news for us, of course, is making it fun is what we’re all about.

Check out The New York Times Article, Sometimes, We Want Prices to Fool Us.

Most Twitter Followers Are Fake

How many fake followers do you have on Twitter? This article from Mashable, How to Become Internet Famous for $68, explores the amazing ease of acquiring fake followers and the growing problems it presents for the platform – as well as the larger issue of mistaking popularity for credibility.

Media Art Project Highlights Consumer Motivations for Causes

Based on the insight that consumers contribute to cause marketing for selfish rather than selfless reasons, Dabit.org gives half its money to charity and half its money to one lucky donor (lottery style).

Initiated by artists and creative technologists at Rhizome’s Seven on Seven, the project sees charity in two forms: one that goes to organizations and one that goes to individuals directly. This is not the first time that cause marketing has been built around elevating the donors as opposed to those in need. Take Charity Water for instance – their model for cause marketing allows the donors to raise money for their birthday, celebrating themselves as much as the charity.

To be clear, this is not to put cause marketing in a negative light. Rather, this asks us to rethink consumer motivations beyond altruism.

How Do Users Divide Their Time Among Their Digital Devices?

Internet users’ time on desktops continues to shrink as mobile devices provide new ways for users to connect online. According to the Media Behavior Institute, mobile devices in the U.S. connecting to the internet have increased 8% since July 2012, while the number of desktop devices fell 5%.

Interestingly, the top activity on mobile for Q1 2013 was checking email (23%) followed by social media (15%).

Announcing last week that they had acquired music discovery service We Are Hunted, Twitter Music is available as of today, as an iPhone app or at music.twitter.com.

Check out Ian’s comments here in Twitter Drops Music App, Amps Up Media Ambitions.

Check out Ken’s #Rethink Storytelling presentation and Q&A where he delves into the creation of the Deep Focus Moment Studio.

#Rethink Storytelling with Ken Kraemer from Grind on Vimeo.

#Rethink Storytelling with Ken Kraemer Q & A from Grind on Vimeo.