- Salt tastes so good.
- Helen Simpson is our new Director of Social.
- A record-breaking decade.
- Jenn Bader is our new Head of Social.
- How you brew is up to you.
We are the Change agency. To grow requires change. But you can’t do it alone. Darling is a brand communications, strategy and design firm that helps businesses change to succeed.
A new identity for a 100-year-old club.
There's a new generation out there that knows what 'NL' stands for - and they’re always on the lookout at what 'NL' produces. Since the Club’s name has been ’Netherland Club’ for over 100 years, I thought we should be part of the good that 'NL' evokes.
Life after the virus? It's up to China.
In order to quarantine people correctly, you have to do it together, at once, at the same time. You can't stagger it. Unfortunately it's too late for that. The virus started in China, and the Chinese will think that they have the right to go back to work sooner than the rest of us. Of course it doesn't work like that.
Stop the spread of COVID-19 emails.
Is there a cure for COVID-19 emails coming from every brand or product or service you can think of? There’s certainly a test for it. My diagnose? Stop the emails, the tweets, the obvious paragraph after paragraph repeating what every other brand says.
The New Normal
We wrote a trends deck for 2020 but truthfully, it was a decade in the making. It was focused on behavior shifts and the change driving those shifts, rather than the latest platform or technology, with a focus on looking forward.
Stop joining social. Start being social.
About twenty years ago there was this trend inside ad agencies - more an awakening of some sorts - to start calling brand campaigns movements.
My Happy Place
I once loved social. Social media was a happy place for me. I spent my days watching grumpy cats, listening to Tay Zonday singing Chocolate Rain, asking all my friends called Charlie to take me to candy mountain, admiring double rainbows and attempting to recreate the evolution of dance. Blissful.
Everyone who has an American Express Card knows how you can get past that annoying "female" bot voice that insists on you putting all your info in before any help. And most of us know that by pressing zeros or any silly combination of a hashtag or star followed by a zero, gets us awarded with the coveted status of; "OK. REPRESENTATIVE."
Personalization vs Relevance
Adobe sparked a moment of existential crisis when they released their Summit Ad Report earlier this year, and we’ve had the time to think deeply enough about the issue to respond. Adobe asked US consumers “which locations are most likely to show an advertisement that is relevant to you?”
Toys R' US Didn't Have to Fail
A few years back, we were asked to advise Toys”R”Us on what we would do with the brand from a marketing standpoint. Since some of us are parents, we all remembered taking our kids there. Sometimes to buy something very specific and sometimes for no reason at all. The latter was their secret sauce; the experience.