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Drive millennial sales like Ford with these 3 tips for CMOs

June 16 2015 / Tim Smith

Millennials will spend money with brands that speak to them authentically. They will not spend money on brands that talk at them in tired, traditional, and overtly manipulative ways. Too many marketers focus on only the mechanics and wonder why the results don’t follow. In order to drive sales among 18-34 year olds, CMOs must […]

Consumer Insights

Marketing to millennial moms

June 9 2015 / Sara Frey

Many executives think of millennials as one big, homogeneous group. They speak about 18-34 year olds in broad terms and generalize their behaviors. But this generation of 80 million is full of segments worth getting to know. And one of the largest is millennial moms. With a considerable amount of purchasing power, millennial moms are worth […]

Consumer Insights

Three tips CMOs need to reach millennials

May 21 2015 / Tim Smith

If you are a Chief Marketing Officer attempting to reach millennials, the job you face is extraordinarily difficult. But if you are the CMO of an entertainment brand, and you are hoping to engage millennials with a meaningful experience, the challenge you face is monumental. Connecting with 18-34 year olds is complicated, but it’s not […]

Creative Services

How to get the best work from your creative partner

April 7 2015 / Shawn McConnell

The best work coming from most studios and agencies will never leave their doors. It’ll live in a flat file in a long forgotten hallway or on a nameless server somewhere. When clients and creatives work together, however, this fate can be avoided. We celebrate this work because it represents our passions. The greatest thrill […]


Where's the marketing at SXSW?

March 24 2015 / Liz Smith

It’s that time of year when tens of thousands of people from around the world descend on Austin, Texas for South by Southwest (SXSW), a nearly two-week long music, film and interactive festival. For many, it’s one huge party – but for brands, it’s the holy grail of marketing. Attendees are predominantly millennials and 33 […]

Consumer Insights

Debunking the hipster myth

March 16 2015 / Kacha Azema

I’ve recently noticed a rising trend around a precarious stereotype: millennials = hipsters. For example, in a meeting I attended about a city’s brand, an otherwise savvy client continually used the words “hipsters” and “young people” interchangeably. A few days later, I heard the CMO of a national brand lump his entire millennial audience into […]


Dare mighty things

February 25 2015 / Tim Smith

Pinned to the wall, next to my phone, is a quote by Teddy Roosevelt. The first line reads, “Far better it is to dare mighty things.” This quotation is my daily reminder not to be afraid of failure. To be willing to take big risks – even if it means losing a client. Today, as Skidmore Studio […]

Consumer Insights

Super Bowl Ad Survey: Would YOU buy a beer from a puppy?

February 6 2015 / admin

The Super Bowl has always been a main event for advertisers and consumers. Sometimes there’s a love match, sometimes there’s not. This year we surveyed a group of consumers to understand what people really thought of the ads. While some recognize that other things happen during this time (apparently a sport is involved), the majority of us […]


Design Thinking — Step 3: Extraordinary design

December 15 2014 / Shawn McConnell

This is the third, in a three-part series on the “how” of Design Thinking. In the second of this three-part series, Strategy informed us we need bridge. A bridge so beautiful it will make you weep. So let’s get started. Picture a large bridge spanning a body of water. Go ahead. Close your eyes. Sit back and […]


Design Thinking — Step 2: Extraordinary strategy

December 1 2014 / Kacha Azema

This is the second, in a three-part series on the “how” of Design Thinking. In the first of this three-part series about Design Thinking, Tim Smith talked about Discovery and how Skidmore digs under every rock, heads outside to talk to customers and walks a mile in our client’s shoes to be sure we empathetically […]


Design Thinking – Step 1: Discovery

November 17 2014 / Tim Smith

This is the first, in a three-part series on the “how” of Design Thinking. This blog began as a question posed during a recent studio planning meeting: “Should we give away our secret sauce?” The idea on the table was to go deeper into Skidmore’s Design Thinking process and share how we create the extraordinary. […]


Design Thinking – Good for business & Detroit

October 6 2014 / Tim Smith

More quantifiable proof: Good Design is Good for Business. A recent study reported in Fast Company proves that companies that embrace Design Thinking outperform those that don’t by a whopping 228 percent.1 You read that right – 228 percent. The analysis, completed by the Design Management Institute, looked at companies in the Standard & Poor’s […]


Hey, Cadillac – You've got it wrong

September 29 2014 / Tim Smith

Two events happened in Detroit this week that exemplified the mindsets which exist within two of Detroit’s very different worlds – the sports world and the business world. The first was an announcement by GM that the Cadillac brand is moving to New York. The second was when one of the Detroit Tigers best hitters […]

Studio Life

Merry band of creatives

September 22 2014 / Tim Smith

This month Skidmore unveiled the MerryMen Project, a new program that promotes a philosophy of designing for good. The goal of this effort is to support Detroit-based non-profits and small businesses by providing pro bono strategy and design services. While Skidmore has provided pro bono services to the non-profit community since long before I took […]