Blog Archives

Jennifer Whitaker


In this day and age of digital fragmentation and ad clutter, brands are looking for more and more ways to break through to their audience. The best way to do this? Actually knowing your audience. Know what they like to do, where they like to go, what are they reading, watching, consuming.

The ideal ad placement will reach your target audience with the right message at the right time; when they can be influenced to take an action.

So how does Tinder fit into this picture?

Brands quickly realized the wildly popular dating app is an engaging platform where 83% of the audience fall into the coveted millennial age group. Users engage with the platform, swiping their way through potential love interests so an eye catching profile for a burrito is likely to stand out.


Most brands are using the platform as another social channel. The Mindy Project for example has profiles of characters you can match with. The Mindy Project profile then messages its match with a message about when the show airs and linking to a clip of the show.  Brands like Del Taco and Bud Light Lime are hoping to cater to late night cravings offering coupons and location information.


Domino’s UK really nailed timing and audience alignment with their Valentine’s Day promotion offering users free pizza discounts for anyone who matched with them on Tinder. What single millennial doesn’t want free pizza on Valentine’s Day?

Now granted, the majority of brands are not a good fit for Tinder and this blog is not recommending you sink all your social dollars into a “Tinder Strategy.” The goal is to get you thinking of how important it is to not only reach your audience, but reach them in the right content at the right time. When these three elements align, you might just have the beginning of a beautiful relationship.

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Agency life can be pretty intense, so it’s important to keep your head and learn how to keep up with the fast-pace. Each agency is different but it’s safe to assume that you’ll have to stay late, start early and/or juggle multiple projects all at once. Here is some advice on how to stay calm and do great.

Get organized.

Nothing will help you more than making sure you are organized. Knowing where your work is and what still needs to be done will save tons of time. Now this can mean color-coding different accounts or just having separate piles/folders for different tasks and a checklist. We all work differently, so find what works for you (and is ok with your boss) and your life will be much easier. I love crossing items off, so checklists are great for me, plus they help me remember little items I might otherwise forget.

Stay positive.

Murphy’s law dictates that life won’t always go your way, but that doesn’t mean you should let it get the best of you. Whether you’re stuck on a project with a coworker you aren’t super fond of or a client keeps changing their mind, it’s important to remember that you are in charge of your happiness. Positivity in difficult or less than ideal circumstances won’t go unnoticed by supervisors and other coworkers. Try and be a breath of fresh air instead of the office sour puss.

 Take pride in yourself.

This covers everything from your work to your appearance. You may have heard the saying, “let the work speak for itself” but maybe that work isn’t speaking loud enough. Depending on your department and position, you may have more face-to-face time with clients than other members of the staff. You don’t need to spend a fortune on clothes to be taken seriously; just make sure things are clean and hole/stain free. It would be awful to miss out on an opportunity that would help move your career along if your boss chooses someone else because he or she knows they will be better at keeping to a deadline or will dress nicer when meeting with clients. Our PR Director Stephanie Miller is a great example of someone who is always dressed sharp, prepared and calm; last year was her 20th year with Penna Powers.

Take a minute.

No matter how much we love our jobs, sometimes you just need a break. Find a little time throughout the day to take for yourself. Our creative team does this by taking quick walks to the gas station to grab some sugar and stretch their legs, one of the Public Involvement Account Managers takes calls on her cellphone so she can walk around outside. If your work doesn’t allow you to leave your desk, try and decorate your space so you will feel more relaxed and reminded of what exists outside the office. And if you can’t do either… well maybe it’s time for a new job.

Do you apply any of these tips in your job? Share ways you’ve found to survive and thrive in an advertising agency in the comments.

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Actually, despite my sensational title, what happened next is pretty believable: namely, you clicked on my link. You see, there’s this weird internet phenomena called “clickbait” that’s currently running rampant across the web. I’m sure you know what I’m talking about…

Doctor’s hate her! This 50-year-old woman looks 20 with this one weird trick…

4 Reasons You Should Never Trust ANYTHING You Read Online

10 Insane Truths About Hollywood That Will Destroy Your Faith in Humanity

This Man Found a Stranded Family In the Woods. You’ll Never Guess What Happened Next!

You get the idea. These borderline absurd headlines are typically accompanied with over-the-top images that are wearing a little too much Photoshop. And while these headlines might be tantalizing, I hope you didn’t try to click on any of them. Because I made them up. They aren’t real. In fact, that’s the whole problem with clickbait articles, almost none of them are real. According to Wikipedia, “Clickbait is a pejorative term describing web content that is aimed at generating online advertising revenue, especially at the expense of quality or accuracy, relying on sensationalist headlines to attract click-throughs and to encourage forwarding of the material over online social networks.” In other words, clickbait is when someone writes a deliberately misleading headline so that people will click the link and increase their total online page views.

While it may have drawn its digital roots from the similarly named “linkbait,” clickbait actually isn’t that new of an idea. Even going all the way back to the 1900’s and the invention of “yellow journalism,” writers have used exaggeration, sensationalism and sometimes outright lies to get more people to read the stories they’re writing. You see, while sensationalism can be unethical, Journalism 101 will tell any would-be reporter that if you can’t get someone to read your headline then you have no hope of getting them to read your article. Take that to the extreme and what are you left with? Ridiculous headlines that rarely, if ever, have an ounce of meaningful content to back up their bold claims.


There are people, however, that argue that clickbait isn’t bad. As long as the content is actually of value to the one doing the clicking, then the headline doesn’t really matter, some would say. The issue, however, is that when every headline is written as if it will drastically change my life in less than 300-words, as a reader, I have no idea what links I can trust and what ones I can’t. And with so few articles actually delivering on their promises, it’s becoming more and more apparent that I just can’t trust any of them!

Is there a solution? Maybe. Of course, when you’re dealing with anything on the world wide web there’s never an easy answer. But, I can think of a good place to start: With our metrics. Currently, page views are used as the most important metric in determining a websites popularity. While many publishers are starting to move away from this, many companies are still relying on page views to decide if their website is successful or not. Largely because of clickbait articles, this metric is becoming more and more meaningless.

Look at it this way, let’s say you post two videos online. One get’s 5 million views, and one gets 100,000 views. The video that got 5 million views, however, only has viewers watching for an average of 10 seconds. The 100,000 view video on the other hand, captivates audiences for an average of 5 minutes. Which video would you consider more successful?

The fact is, if we want a better metric to determine site popularity, we need to look at how long our users are spending on a given page. That, in conjunction with page views, will give us a much more realistic idea of how well our website, our article or our video is actually performing. If you’re looking to improve the quality of your website without resorting to clickbait, maybe it’s time you gave Penna Powers a call.

Do you agree? I’d love to hear what you think. Are you sick of clickbait just like me, or do you like to be inundated with sensational headlines? Let me know in the comments below. And for more information on the history of clickbait, click here.

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Facebook recently announced three innovations to provide users with “more opportunities to express who [they] are and control the content showcased on [their] profile.” Here’s the long and short of it:



Unique Options for Profile Photos

  • Soon users will be able to record and post a looping 7-second video to publish in the prominent profile photo position. This upgrade allows users to express personality, interests and mission in a dimension not before offered by Facebook.
  • Soon users will be able to set temporary photos. A temporary profile picture will have a start and end date infused with personality. This option allows users to support a cause, campaign or favorite sports team on game day. It provides a platform to brag about current travel explorations or new life events such as weddings, births and birthdays.


Improved Visibility Controls  

  • Soon users will better control what profile content can be viewed by others using a customizable space at the top of user profiles.  
  • This update includes the option to create a “Bio Field” to highlight education, work and/or selected interests in one sentence. This personal statement will be listed front and center, below the user profile image/video.
  • Users will be able to visually highlight personality and interests via 5 photos selected by the user and showcased in the Featured Photos section.


A Mobile-Centric Design

  • This is just a fancy way to say Facebook is moving things around on the user profile in a mobile-friendly way. And as part of this shake up, profile photos will be centered and enlarged, because who doesn’t want to be front and center.  

Currently Facebook is testing these new updates in California and the UK, with promises to roll out to users “soon.” So start thinking about how you will better express your best self, and consider this your warning: Facebook is about to become more addictive. If you need ANY social media support, direction or increased engagement, give us a call

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