Creative Digital Strategies
A CONSULTING RESOURCE FOR DIGITAL TRANSFORMATIONS
A CONSULTING RESOURCE FOR DIGITAL TRANSFORMATIONS
I am a Creative Digital Strategist.
My career has been an eclectic journey working with a variety of startups and Fortune 100 companies to generate new revenue streams that build digital businesses.
My passion is collaborating with brands to bring together their unique internal cultures of creatives, tech folks and business development execs to create innovative products and cutting-edge marketing campaigns.
Digital disruption continues to change the landscape of marketing and advertising. Brilliant, award-winning Brand Storytelling content is an essential strategy to connect and engage today's consumer audiences.
Creative Digital Strategies is a consulting resource to help brands, publishers and tech companies with business development expertise, digital audience engagement, brand storytelling strategies, and mobile marketing.
Ty Braswell, Founder, Creative Digital Strategies
I'VE WORKED WITH THESE BRANDS ON TRANSFORMATIVE DIGITAL ENGAGEMENT PROJECTS
I was a member of the core team that launched the digital comedy startup JASH in 2013. I oversaw the operations and P&L of the JASH branded content division.
JASH is one of the premier comedy studios featuring original content created by partners Sarah Silverman, Michael Cera Tim Heidecker and Eric Wareheim and Reggie Watts.
I had an amazing experience conducting the interviews and strategizing with the producers Rick Parkhill, Mike Pubentz, and Drew Parkhill on the documentary that chronicled the launch of the first Brand Storytelling conference at Sundance.
Here's a flashback on a variety of projects I produced during my early days of brand storytelling
In June 2004, just five weeks after we had launched Sony’s new digital download enterprise Sony Connect, we launched the “Big Mac Meal Tracks” global promotion with McDonald’s.
I worked closely with McDonald’s various ad agencies to conceptualize the campaign, and used our contacts in the music industry to find an unknown artist to provide the music for the TV campaign.
The track was “I Like That” by Houston and the TV spot had a surprise cameo by Justin Timberlake. The global ad spend was $30 million+ and the Sony Connect branding was on millions of Big Macs along with signage in every McDonald’s location in the US, Canada, UK, France and Germany.
McDonald's reported the Big Mac Meal Tracks campaign helped to directly stimulate same-store sales 9.2% for that quarter.
“This is the largest promotion of its kind ever undertaken in the history of the music industry. Nothing on this scale has ever been attempted on a multi-national basis before. “Together we are taking the McDonald's restaurant experience to a whole new level via the Connect music store,” says Larry Light, McDonald's EVP and global CMO.
When I was VP of New Media at Virgin Records, I produced a unique live webcast of David Byrne performing to 75 folks at the Microsoft Studios in Redmond, WA to promote his solo album "Look Into the Eyeball" in 2001. (4 years prior to the launch of YouTube)
At the first MOBILENOMICS conference, I interviewed 30 mobile marketing executives from Coca-Cola, Taco Bell, Intel, Arby's, J. Walter Thompson, Razorfish, OMD, Group M, InMobi, App Annie, Jarden Corp, Ansible and Deutsch.
Here's are a couple of articles I have published
Working for the very hip Virgin Records back in 1999, I saw first hand how the Napster phenomenon decimated the old school music label model. It made me a keen observer of how digital disruption evolves as broadband access gets better. Disruption for radio and print followed music. And now television is headed for a big reset. 2010 was the first year of declining US cable subscribers.As pundits debate the SNL Kagen report that estimated over 300,000 people canceled their cable subscription in 2010, the bigger concern is the Credit Suisse survey that estimated that 30% of Netflix subscribers aged 18-24 are using Netflix in lieu of cable. Think about the ramifications. We saw a similar trend in the music biz when college students were the primary audience for Napster. Like a generation of people who abandoned $16 CDs, these young Netflix subscribers might never use cable. For the cable industry, they are the new lost generation.....(more)
For the last two years, the television business has seen a decline in cable subscriptions due to cord cutting. But perhaps even scarier to TV executives is the increasing disruption that companies like Google and YouTube are causing as they jump even deeper into the TV game. YouTube’s $100 million original content initiative, Google's interest in becoming a cable company, and a few gloomy Q3 updates from moguls at TV Networks and cable, have driven new speculation on the future of television. Depending on who you talk to, you’ll hear either pessimism about the current models or about a light at the end of the tunnel that new digital streaming revenues promise. Here are a few thoughts on where the digital disruptions and the TV biz might be headed…(more)