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Each week, we spotlight Marketing Brew readers in our Coworking series. If you\u2019d like to be featured, introduce yourself here.<\/em><\/p>\nLizz Behler is VP, Brand, at the creative agency Spcshp (formerly known as Big Spaceship). She\u2019s also worked at agencies including Huge, Ludwig+, and IPG Mediabrands.<\/p>\n
Favorite project you\u2019ve worked on? <\/strong>My most recent favorite is the repositioning and productization of Spcshp. To join an independent company with the intention of branding it as I would a client is a dream opportunity. It\u2019s also a project that challenged me to start from the inside out, rather than outside in. I wanted to make sure I clearly understood the amazing culture and magic that already existed, because not all companies have that as a starting point.The project I reference as my all-time favorite was the development and design of marketing that promoted a clean water program in India as a consultant for Piramal Sarvajal. I had to learn a culture I knew very little about, conduct cultural studies, learn foot-based travel patterns, learn linguistic nuances, and even how to create marketing when print wasn\u2019t an option. It really pushed me to shift my perspective and abandon everything I knew<\/em> about marketing. I then needed to turn my research into designs that were hand-painted in over 100 villages in Rajasthan and Gujarat.<\/p>\nWhat\u2019s your favorite ad campaign? <\/strong>Hands down, Absolut Vodka\u2019s print campaign that started in the late \u201980s. Over the years, they produced over 1,500 print ads by partnering with different artists, the first being Andy Warhol. As a young child I collected them, because they were so beautiful, inspired, and often incredibly clever. As I reflect on what they did through the lens of today\u2019s world, they entrusted the outward expression and creation of their brand campaign from the late \u201980s to early \u201900s to the original creator economy.<\/p>\n\n
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Get marketing news you’ll actually want to read<\/h5>\n
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
One thing we can\u2019t guess from your LinkedIn profile:<\/strong> The level of love I have for data and analytics. Data is the fuel for creativity. I could nerd out for hours talking through the different types of data sets that might be brought together to solve challenges and create new business models.<\/p>\nWhat marketing trend are you most optimistic about? Least?<\/strong> Brands partnering with creators is something I love to see. If there\u2019s a mutual overlap in the identity of the brand and the creator, true magic can happen. The caution in this is that it has to be the right partnership so that both the brand and individual are being authentic to who they are, what they represent, and what they care about. That\u2019s when they learn and grow from each other and make meaningful connections with people. It\u2019s arguably the most human way for a brand to show up.<\/p>\nOn the flip side of this, it\u2019s really off-putting when there\u2019s misalignment between the identity of a brand and a creator. That\u2019s when you know the creator is getting paid, and it feels directly like an ad version, a more organic integration. I can\u2019t tell you how many creator influencers I\u2019ve unfollowed because they oversaturated my feed with content that doesn\u2019t fit who they represent in my life. Rather than create a meaningful brand moment, they\u2019ve completely put me off of the brand they\u2019ve mentioned and them as an influencer.<\/p>\n
What\u2019s one marketing-related podcast\/social account\/series you\u2019d recommend? <\/strong>Spcshp\u2019s Internet Brunch. It\u2019s our daily cultural pulse e-newsletter spearheaded by Lauren Nicholas and the rest of our content and community crew. I won\u2019t name names, but there\u2019s a lot of competitive agencies that have been receiving our newsletter for years.<\/p>\n<\/div>\nRead the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Each week, we spotlight Marketing Brew readers in our Coworking series. If you\u2019d like to be featured, introduce yourself here. Lizz Behler is VP, Brand, at the creative agency Spcshp (formerly known as Big Spaceship). She\u2019s also worked at agencies including Huge, Ludwig+, and IPG Mediabrands. Favorite project you\u2019ve worked on? My most recent favorite […]<\/p>\n","protected":false},"author":1,"featured_media":21235,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21234","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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