Aaron Perrino

Senior Strategist :: Boston office

Aaron is a senior strategist in our Boston Office. Even though Strategists are supposed to be British he claims that his English heritage, love of all things anglophile and growing up in Buffalo, NY have all help shape his “Blue Collar” Planning style.
Prior to joining TBG he worked as a Planner at Modernista, an agency in Antwerp Belgium called Duval Guillaume, and an Interactive Shop called PROD4ever.

The Joys of Not Being Sold Anything

We are in the business of selling, but most importantly getting results.
The hardest task that has risen since the age of social media is convincing clients that the things we create don’t need to overtly sell their product or service anymore.
We’re transitioning and becoming more like merchants of culture, guiding a brand and their message through a world of infinite content and clutter. Granted we are also responsible for adding to this clutter, but that’s just the reality of the world we live in. Our primary job and responsibility is to recognize those places in culture where a brand can breakthrough and be heard.
There’s something really incredible about providing utility, generosity, or value to a consumer’s life. It certainly opens up the playbook and the possibilities of how a brand can speak and connect with an audience.
Now that brands have embraced Social Media it’s allowed the message and their beliefs to connect directly with consumers building relationships in ways that are as complex as the people they are talking to.
This is the new imperative and where the money is moving in our industry, as brands hand off their online presence and let us determine the best paths and creative directions a brand should take.
This new era of advertising is hard to grasp if you hold onto the rules and traditions of our industries past. Much like the Music Industry whose dinosaur methods have led to its decline; our industry must forge ahead and figure out what this all means.
Are the creative conversations to a constantly moving target the new metric for which agencies will be judged? Is determining a brands voice and beliefs and how it interacts in a smart shifting culture the future of advertising? Probably, but what’s certain is that consumers will expect their brands to do anything other than try and sell them something.

Keep It Like A Secret

Everyone loves to be a part of something exclusive. Facebook started that way, and so did Gilt.com. Being a part of something that others don’t know about or have access to is hard wired into our brains.
New York is full of bars with no signs, or secret rooms where you enter into a phone booth just so you can drink somewhere apart from the masses. Then there’s that whole trend of underground restaurants.
The web has seen it’s share of secret illegal places like the incredible Oink Music Community or the late bit torrent site Karmageddon who specialized in the most amazing rare and out of print films and videos.
Nike ID and Bathing Ape were able to create lots of excitement a few years ago with their secret exclusivity. Now with the influx of Groupon, Home run, and Living Social we are seeing e-commerce embrace the secret back room deal.
I think we’ll see the trend move into Social Networking where there are barriers to entry and the sites provides access to relationships otherwise unobtainable through traditional means.
Where else online will we see velvet ropes and e-exclusivity?

Talking Proud





When I was a wee lad back in 1980 there was an amazing bit of advertising surrounding the city of Buffalo and the Bills NFL team. Buffalo is one of those under dog cities that people constantly make fun of just like Cleveland, or Pittsburgh. Don’t tell that to the people who have immense pride in their home towns. That year the Bills were actually decent after many years of being straight up terrible. I could probably write a book on the heartbreak of being a sports fan in Buffalo (Hello Scott Norwood), but the point of this post was the campaign called “Talking Proud”.


To combat the negativity, advertising executive Alden Schutte produced the Talkin’ Proud campaign. Anyone who grew up in Buffalo during that time can remember the chorus of singers dancing through the streets singing loudly, “Buffalo’s got a spirit, talkin’ proud, talkin’ proud!”


Check out the song


After all these years the song still enters my conscience from time to time. I think now more than ever its spirit applies to the state of advertising, the insurgence of social media and the ways brands try to influence consumers. We spend so much of our time trying to get our clients to do something memorable, fun, or interesting. The industry tries so hard to use science, research, and measurability to determine a campaigns success. Yet at the end of the day we continually just retread the same tired and well traveled terrain.


We have reached an era in advertising where everyone is immune to almost any communication heralding the amazing attributes of a product. The shiniest, fastest, coolest is only that until the next thing which is usually a day later. The same applies to whatever cool campaign you are rolling out at that time. Today its the Old Spice guy and the next its Darth Vadar VW.


I think the real trick and key to a brands success today is to continually surprise, delight, and entertain consumers. The average person doesn’t say “Hey did you see that phone that has a super bright screen?”, or “Look that car has snow sensor technology”. The fact is to win the hearts and minds of consumers you need to have a clear point of view on the world, embrace culture, and get them “Talking Proud” about your brand.


I’m sure plenty of people disagree, but I think we are no longer in the advertising business.
We are in the entertainment business. Cue the Elephants!!!!

Top 50 Brands in Social Media

Off the Grid

A few months back I wrote about some emerging trends for 2011 and the one people seemed to gravitate toward the most was the notion of TV where ever and whenever.
Yesterday I took the giant leap and finally canceled my cable service. I upped the speed of my internet and am ready to see what a Playstation 3, Netflix account, and the web do to my viewing habits.
I know I’m going to miss some live sporting events, as well as a few cable shows, but I’m certainly not going to miss flipping from channel to channel watching one terrible thing (Guy Fieri) after another (most bravo shows) in 10 minute increments.
I think that slowly but surely media is moving towards a pay for what you want model, and I for one would be happy with that choice.
We aren’t too far away from a time when our smart phones or tablets will be the only device we need for content. I can imagine the next step in our technology is a device made for all screens. Bring it to work and plug into a screen, take it home, and watch movies on an even bigger screen.
We’ve seen a million products from companies like Logitech built for the iphone. Music was the first no brainer, and now that we view the web, and video content on our small devices it makes sense that these same companies innovate here.
I imagine we’ll just be buying dummy screens of every size that have a dock for our phone. The screen will be touch sensitive so we can access the content we are looking for or maybe it will be motion driven like microsoft’s kinect.
The cool part is this stuff all exists so it’s not even like science fiction it could happen this year.
Interesting times indeed!

Album Progress Report

I’ve been working with my band The Sheila Divine on a new record. The first one since our demise in 2002. I’ve written about all those details before which you can read here.
I wanted to share my experience so far in regards to using Kickstarter, writing songs in public on UStream, and getting instant feedback through social channels as we continue the recording process.
So far we’ve recorded eight songs. The goal is to end up with around 13 so we can choose the best 10 for an album.
I think It took us a while to get back into the swing of being a band again. It had been many years since we wrote together and my level of songwriting and the way I write have changed. I think it took some adjusting to get on the same page and feel like we all had a stake in the song writing, and also writing the types of songs that work best for The Sheila Divine.
We have experimented along the way, by inviting friends and guests to join us for a night.
We had grand visions of collaborating with a bunch of people, but lately the songs have been flowing for us and we’re trying to just ride this creative wave.
Kickstarter
So we raised around $13,000 to record a record and I have been very conservative with the finances so far because I want to make sure we can fulfill all of the promises we have made to backers.
Logistically planning for the costs of T-Shirts, Vinyl, Photos, and then shipping out to our fanbase many of which live in Belgium does that.
Overall I have to say that Kickstarter as a site is pretty amazing. The backend tools have been useful and being able to contact groups based on the level of their donation has been handy.
Ustream
Writing songs live in front of an audience has been an interesting experiment. It’s been really fun to hear people’s feedback as we are tracking. Most has been positive and even when it isn’t I think its mostly people just trying to take the piss.
Here’s what that process looks like.
Instant Feedback
The coolest part of the experience so far has been posting the songs as soon as they’re mixed. We’ve been using a site called Bandcamp that creates sharable widgets for all the social sites. It’s really nice to hear people’s enthusiasm and sometimes painful to hear their criticism.
Overall though I think the positives outweigh the negatives and if anything they help to push us into doing better with each song.
Here’s the latest song called Fragile Thing Called Man


That’s where we are currently. You can follow the making of the album by friending us on Facebook or watching our UStream channel every Thursday night.

Front Facing Culture

I was listening to a podcast with Sherry Turkle who just wrote a book called “Alone Together”. It was super inspiring, and also touched upon many feelings I have had living and working on the Internet.
Growing up latchkey kids in the eighties we got to see the computer evolve from it’s humblest beginnings.
Playing Pole Position on the Atari, Card Games on the Intellivision, using a speech program to say swear words on a Texas Instruments, or using Cubase to record my first band on a Macintosh. We were exposed to the computers evolution and learned how the machine worked from the inside out.
While I am no programmer and couldn’t write a line of code to save my life, I still understand the fundamentals of computing and saw how we got to where we are today.
Computing and society in general has become so front facing that you have to wonder if this next generation of kids will understand what’s behind the curtain or even care to. From making a blog, building an app, to recording music; a computer today makes it so you don’t have to know anything to accomplish amazing feats. Heck you don’t even have to talk directly to anyone anymore either, but thats a whole other rant.
Here’s where the old guy starts to ramble about the days of yesteryear, but I feel as we have designed for simplicity we have lost a little bit of wonder and sense of exploration. How can I say this when the web is a vast never ending stream of information and stuff waiting to be discovered?
Therein lies the problem I think. As our performance driven always on culture loses its autonomy we also are losing the capacity to be alone within ourselves.
I was having a conversation with a friend this week about music and how It took a lifetime of reading, learning, and discovering to have the vast and discerning musical tastes we have acquired. You would spend hours in record stores, reading liner notes, and listening to new bands alone in the dark dreaming to discover a gem. It was a very personal and inward experience.
Today you can hook up a terabyte hard drive to your music friends computer and download a lifetime of music discoveries that on the surface make you knowledgeable about music, but without the context it is all very front facing. You can read a blog from the greatest tastemakers around, watch videos of Nina Simone on Youtube, but it all still feels very cheap, cold, and throw away. The journey to finding the things that inspire us is really what moves us forward as people.
I wonder if all this knowledge we are acquiring is just the cliff notes versions of deeper thinking and understanding. Will we have the tools going forward to solve complicated things? Stuff that takes a lifetime of exploration and searching. That requires the mental fortitude and dedication to making a breakthrough.
Are all of our ideas now just rehashes of other thoughts constantly bouncing around an echo chamber of nothingness? Is our need for validation and the sharing our feelings the only way we are going to have any feelings? Will the children just move on to the next thing at the slightest sign of conflict and trouble?
As we move with technology at breakneck speed towards whatever it is we are trying to achieve will we take the time to break away and dream?
I hope so…

The Battle of Quora Quora

This past week I couldn’t avoid all the Quora talk. I guess I was oblivious to it for a while because until last Wednesday I had no idea what it even was. I signed up for what many are saying is the next Twitter.
Here’s what they say it’s all about:
“Quora is a continually improving collection of questions and answers created, edited, and organized by everyone who uses it. The most important thing is to have each question page become the best possible resource for someone who wants to know about the question.”
Reading many of the questions it was amazing the amount of knowledge people were willing to share about a given subject. It’s definitely a platform perfect for over-sharer’s otherwise known as “Social Media Experts”.
The cynical side of me hates the site because it’s really just a platform for those loudest voices on the web to pontificate on their vast knowledge of awesomeness, but I can see the real value of being able to get great answers to hard business questions from top level executives, and experts.
I wonder what the site will look like when Kraft Macaroni starts answering who makes the best Mac & Cheese, or when Aston Kutcher’s answer to the best hotel in Vegas is the favorite one.
It’s early in the site’s history, and currently it is quite pure and honest. Only time will tell wether money, advertising, and the need for new eyeballs will turn the site into Ask.com or Yahoo Answers.