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b'\\u201cEverything is an ad.\\u201d At times it seems as though our industry is in the midst of an existential crisis. Who are we? What do we really do? Are branding, marketing, and advertising still the best descriptors? Kevin Kelly, President and Founder of BigBuzz Marketing Group, helped us get to the bottom of these big questions on this week\\u2019s episode of the On Brand podcast.\\nAbout Kevin Kelly\\nKevin Kelly\\xa0is President and Founder of Bigbuzz Marketing Group, having launched the firm in his Long Island garage in 1995. Today, he oversees the agency\\u2019s client relationships, develops and innovates its suite of services, and provides the creative vision for long-term growth from the firm\\u2019s office in Manhattan. Bigbuzz Marketing Group is a full-service advertising agency based in New York City\\u2019s garment district with clients such as Honeywell, Garanimals, Leviton, Icon Parking, and other major brands.\\nWith over 20 years of experience working on multi-faceted advertising campaigns, Mr. Kelly\\u2019s most recent digital advertising projects include designing a digital strategy for NYC\\u2019s largest parking brand, Icon Parking; and incorporating the geolocation app Waze into their mobile offering. The campaign resulted in navigating customers directly into Icon\\u2019s garages, who were not necessarily budget-conscious using coupons, they just wanted the convenience and were willing to pay full price. This, paired with other innovative advertising strategies, helped improve the client\\u2019s visibility. Mr. Kelly also worked on the launch of Honeywell\\u2019s new smart home security system, creating an advertising campaign combining digital and traditional advertising. He also developed an app strategy for Leviton smart-home light products, benefitting both customers and resellers.\\nEpisode Highlights\\nThe existential crisis of our industry.\\xa0Advertising is having an identity crisis. Does this word still apply? \\u201cWe\\u2019re always asking ourselves this \\u2014 who are we? Who do we want to be? Who do our clients need us to be?\\u201d\\n\\u201cEverything\\u2019s an ad.\\u201d\\xa0Kevin shared a story about how their agency\\u2019s creative director gathered everyone together for a profound announcement. \\u201cEverything\\u2019s an ad.\\u201d The agency had been taking a\\u201cslapdash approach to social media\\u201d but the CD reminded them that even social updates were ads. \\u201cLook at the pieces \\u2014 a headline, an image, some copy \\u2014 sometimes some longer copy. It\\u2019s a friggin\\u2019 ad, people!\\u201d\\n\\u201cWe can really be accountable with the dollars.\\u201d\\xa0Kevin recounted their integrated campaigns for Icon Parking and Honeywell. Specifically, he noted how they can be accountable for how the ad dollars have been spent. This analytic insight is one of the biggest ways the industry \\u2014 really the work of advertising agencies \\u2014 has changed over the past decade.\\nWhat brand has made Kevin smile recently?\\xa0Tesla! Kevin shared a story that saw this powerful brand sync perfectly with a family life moment.\\nTo learn more,\\xa0go to\\xa0bigbuzz.com. You can also email Kevin at\\xa0kevin@bigbuzz.com.\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'