iMedia Connection’s Michael Estrin posted an article today listing “10 hot creative agencies to watch” — and what do you know, there was Big Fuel… Thanks for the props Michael!

Searching for great creative but not sure where to look? These agencies may not be on your radar, but they should be.

Article Highlights:

• Many big agencies are making a play to go digital without being truly in the space
• The digital industry is seeing a disintegration between brilliant creative people and brilliant technologists
• The key is keeping existing/prospective clients off the track of following hype

Above all else, getting serious about digital means getting serious about creative, whether you’re talking about a simple banner ad or a cutting-edge viral campaign. After all, big ideas move successful campaigns in any medium, and the web is no exception.

But as larger agencies struggle to redefine themselves in the lean-and-mean digital ecosystem, a grassroots army of smaller, specialty shops is raising eyebrows. Some work on assignment from larger agencies, but others have begun taking ownership of the client relationship for themselves. While this is by no means an exhaustive list, these are some of the independent agencies that made us stand up and take notice with campaigns and ideas that push web creative forward.

Big Fuel

Agency Details:
One part think-tank for brand strategy and one part entertainment company, Big Fuel sees itself as the go-to agency for building user engagement. To date, it has worked with a diverse group of brands from FOX and NBCU to the U.S. Department of Justice.

Something Cool:
Some brands do media buys, others make media, which is exactly what Big Fuel did for Neutrogena’s “One Less Stress” campaign. Building on a successful Spring Break event, Big Fuel got teen girls using Neutrogena to audition for a web-based reality show that details a range of issues young women must face. Throughout the series, Neutrogena was positioned as the product that helps teenage girls reduce and manage their daily stresses.

The Most Exciting Thing About Digital Right Now?
“These are exponential times — from the way content is being consumed to the dramatic shift in audience control when it comes to marketing and advertising messages –  and there is a need for new methods of engaging with consumers,” says Big Fuel founder Avi Savar. “This need is driven by new channels of communication and more audience fragmentation. Where it gets really exciting it that independent creative shops have tremendous opportunity to make a dramatic impact. Smaller agencies are able to leverage new technology, new media platforms, efficiencies in production process, etc., to do a lot more for brands with a lot less money — and typically in a third of the time. The opportunity to do great work while pioneering new ways of thinking is truly exciting.”

Miracle Whip Whips Up Social App

May 13, 2009

-By Brian Morrissey, Adweek

Kraft Foods’ Miracle Whip brand is dipping its toes into social utilities with a browser application that lets users share comments on Web-based content via their social networks.
 
Zingr is a Firefox plug-in that taps into users’ social networks and allows them to leave comments on various Web pages across the Internet. After downloading the plug-in and verifying their Facebook information, users can append comments up to 160 characters on Web pages. The comments appear as small, expandable Zingr dialog boxes that can be dragged and dropped anywhere on the page.
 
The “Zings” are then broadcast to users’ networks on Facebook and Twitter, if those features are enabled. Clicking on the link brings up the Web page showing Zings accumulated from within a visitor’s network. They will not see Zings left by others. The Zings do not include the Miracle Whip logo.
 
The app is part of an effort by Miracle Whip to appeal to a younger audience with its “We will not tone it down” ad campaign. On its site, Miracle Whip bills Zingr as “the newest way to add your own flavor to the Web.” The messages are meant to be short and snappy.

“What we’re trying to do with Miracle Whip is really get our target of 18 to 34 who grew up on brand. Many of them have just stopped using the category,” said Chris Kempczinski, svp of marketing for meals and enhancers at Kraft. “This campaign was about reengaging with 18- to 34-year-olds. The biggest place to go after them is in digital, and a big part of what they’re doing there is in social media.”

Miracle Whip digital shop AKQA created Zingr.

A terrific example of a brand not only embracing content and utility, but also effectively bridging that content to a strong (yet very natural) brand message.

Twitter is everywhere and chock-full of consumers – so more and more marketers want to get on the Tweeting bandwagon. But how can you be sure you’re making the most of your microblogging efforts? Four experts share their top tips

Don’t just talk about yourself
Twitter is about tapping into trends and dialogue.  It’s conversational and informational all at the same time, which provides a unique opportunity for marketers to build trust.  If you only talk about yourself, your products or your service, people will ultimately tune out (unless, of course, you’re a brand like Apple and your products are the trend). As you get involved with the community, you should help solve problems, address concerns, provide real information and create value for your followers.  Tell them things that they didn’t know.  Make them laugh. Give them a reason to keep following you.  And more importantly give them a reason to like you and talk about you.
Avi Savar, founder & CEO, Big Fuel Communications

A little blurb from yours truly featured in an article on DM News today.