Ignited LA

John Carlisle, Account Director, Ignited LA

http://www.ignitedusa.com

John Carlisle, Account Director at Ignited LA, spoke to us about his role in the LA office of the global digital ad agency.  A digital agency, as opposed to a traditional ad agency, is focused on measuring and quantifying success.  It is able to keep track of everything from impressions to clicks, which is important in the rapidly changing world of communication, where everything is available on the internet.  Ignited is able to provide data needed to calculate the return of investment on these new forms of media.

Mr. Carlisle illustrated some of the work he has done at Ignited, working with the US Army to revamp a brand that suffers from distorted perceptions on the part of potential recruits about the reality of joining the service.  He explained that the goals were the same for each marketing strategy implemented: change the perception of army life, increase recruits, and collect data.  There is also a focus on transparency, where people are receiving a genuine look at life in the army.  If they like what they see, potential recruits are invited to learn more.  However, if the “inside look” is enough and they want no more to do with the army, that is fine too.  All of these efforts are an attempt to restore the credibility of recruiters, who have earned a negative reputation over the years as not being transparent.  Ignited has helped the Army reach its goal of recruiting about 80,000 people per year by creating the America’s Army Video Game, the Virtual Army Experience, and the Army Experience Center.  Each of these three marketing strategies focused on engaging “customers” in “Edutainment,” where they were learning about the army while simultaneously being entertained.  Mr. Carlisle emphasized that games can be an effective form of brand communication.  He cautioned, however, that in order to work, the game must be relevant to the brand and fit the audience.  It was an interesting look into the digital advertising world, which will surely be valuable as we adapt to the ever-changing technology 

Monika Mann