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The role of the agency is changing, and these days you hear a lot about what agencies will have to do to deliver value to brand clients. But at Questus, there's no margin for spin when it comes to answering that existential question. In fact, the agency is actually working on a documentary called "The Naked Brand" that lays bare the challenges advertisers face in a world where consumers have all the answers at their fingertips.
Of course, Questus isn't just a documentary film house. Every day, the agency puts into practice the lessons learned from working on "The Naked Brand." Over the past two years, Questus has worked for General Mills as the lead creative agency for the company's Yoplait frozen line. In year one, Questus built the brand's online community through earned media tactics. With more than 100,000 Yoplait faithful, Questus has turned year two of the campaign toward an "always-on, test, and learn" approach that helps the brand engage users on their terms. At the same time, Questus took the brand's message to television with 15- and 30-second spots that integrate with the online campaign.
Working for American Suzuki Motorcycle, Questus helped the brand find its lifestyle mojo and unlock a hidden audience of young African American and Latino riders who were fans of the bikes, despite being overlooked by the brand's previous marketing efforts. Using a hip hop music contest, Questus found a way for Suzuki to encourage its fans to share their musical passions. To date, the campaign has yielded thousands of songs, one record deal, an impressive amount of earned media, and -- most import for Suzuki -- a tremendous amount of good will from a previously overlooked demographic.
Questus has also worked with Capital One, Verizon, and Salesforce.com.
*The iMedia Agency Awards results were based on nominations and votes submitted by iMediaConnection.com readers and the iMedia Summits community.
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