50 Smartest Companies of the Year 2021
The Silicon Review
Advertising has come a long way. The old advertising model was based on making people stop and look to drive a brand message home to gain an audience or target one. But interruption was a thing of the past. With the growth of the internet, things have become personalized. With the internet’s ability to connect to billions of data points, advertising too has become personalized.
The availability of so many data points over the internet has made it possible for the tech and ad firms to tap into the user behavior online, which in recent times has brought the focus on studying consumer behavior – for pretty much everything but more so – for the advertising industry.
Today, all advertising firms focus on consumer behavior to serve their clients better by leveraging the latest technology in hand, including Artificial Intelligence and Machine Learning. But there are still more evolved advertising agencies like Major Behavior, which are hyper-future-focused in their approach. The boutique full-service advertising agency, led by Ken Erke, is leading the way when it comes to understanding and influencing consumer behavior. The company is also pioneering teams that are flexible and not bound by one office location. The result is a small but fast and efficient team that is equipped to handle any client challenge at hand.
In a brief interview, Ken Erke, founder of Major Behavior, enlightened us on why there is an apparent need for the old ad model to go and more. Read on for the excerpts from the interview.
Q. What is Major Behavior aiming for?
Major Behavior is a boutique full-service advertising agency that is determined to move the ad model from interruption to engagement through the understanding and influence of consumer behaviors. We believe audience behavior will lead the way to a brand conversation landing in a specific, useful way at a relevant time and place.
Q. A well-strategized marketing strategy will help a company build trust with consumers, potential clients and customers. How do you create a roadmap/campaign that will meet the clients’ demand?
All great work begins with great conversations. We believe it’s necessary to have honest, direct conversations with top-level decisions makers. Too often the roadmap to success is filled with potholes of miscommunication – someone on the team interpreting what they believe someone meant. These potholes are just major problems waiting to happen. We believe all the hard work happens up front with all the major players. From then on, it’s just high-level execution.
Q. What are the factors that will contribute to the engagement level?
At Major Behavior, we believe engagement begins with content creation that is influenced by consumer behaviors. Behaviors such as retail, social, online, and more.
Q. How do you understand the culture of the company before devising a marketing campaign?
It’s important to understand the culture and behaviors of a company’s consumer more than understanding a company’s culture. The goal is to connect that company’s product to the consumer and key in on how the consumer is behaving with that product.
Q. Marketing is highly effective when it is targeted and tailored toward an individual. How flexible is your services for customization?
We believe audience behavior will lead the way to a brand conversation landing in a specific, useful way at a relevant time and place. Creating both engaging and useful content is our ultimate goal.
Q. There are other reputed players in the market providing the same services. What makes you a better service provider?
Major Behavior was created during a time when clients were asking for an evolved agency model. Unfortunately, for most new agencies that simply means a smaller version of the outdated model. Clients don’t want / need a smaller version of the old thing, they need a new model. Major Behavior is built to be future focused. We create bespoke teams for every client challenge. Our teams are not bound by one office location, instead we have a virtual structure where the most appropriate and talented team is activated no matter their location. The result is a small, smart, fast team that is 100% allocated to achieve a positive result for the client challenge at hand. Our clients find the process and outcome to be both successful and refreshing.
Q. Staying ahead of trends is something today’s marketing firms must do. How do you manage to stay ahead of the competition?
You have to be future focused in order for your business and client’s business to succeed. Creating work that becomes a part of culture is the best way to stay ahead of the competition. When work becomes a part of culture, the media ecosystem naturally demonstrates the latest consumer pathways and touch points.
Q. What does the future hold for your company and its customers? Are exciting things on the way?
Major Behavior is an extremely nimble company that has shown its model can succeed with any size client. We are excited to continue to prove our model and thinking is exactly what clients need now and in the future.
The Visionary Leader
Ken Erke, Founder: Ken has over twenty years of experience as a creative leader. He has been awarded Gold by The Art Director’s Club, Cannes, The Clios, The One Show, and The Effies. He has been honored by AICP, D&AD, London International Awards, The Radio Mercury Awards, The Smarties, The Shortys & The Webbys. He has worked with many acclaimed brands, including Abercrombie & Fitch, Alzheimer’s Association, Brightline, CapitalOne, Casa Noble, Checkered Past Records, Cedar Fair, Comedy Central, Corona, Corona Light, Craftsman, E! Entertainment, and many more.
Previously he has served as Executive Creative Director at ad agencies Cramer-Krasselt and R/GA. And Chief Creative Officer of Y&R Chicago.