Erwin-Penland's "Today Project" Provides Unique Insight Into Current State of Mind
March 25, 2010
Amateur exhibit debuts in company’s new 10,000-square-foot expansion space
GREENVILLE, S.C. [March 25, 2010] – Erwin-Penland today unveiled the “Today Project,” a companywide initiative to explore current attitudes and feelings through artistic expression. More than 120 pieces of employee-created art were on display as the 250-member advertising agency welcomed guests to the opening of its new 10,000-square-foot office expansion in downtown Greenville, S.C.
Every employee of the 24-year-old company was challenged to create a poem, collage, painting or other form of expression that demonstrated their deepest feeling about their current state of being. The exercise was meant to give the agency a collective perspective on today’s culture by exploring the mindset of individual consumers.
“As a strategic and creative agency we wanted to develop a personal point of view about what is happening in the world today and how people are feeling about it,” said EP Vice President and Director of Account Planning Cynthia Davis. “We sought to engage individuals in thinking about how consumer attitudes impact the decisions they make and how they interact with the brands they choose. Our goal was to create a robust exchange of ideas that would reflect the diversity of our workforce and present an inclusive point of view on the behavior of today’s consumer.”
The “Today Project” follows last year’s inaugural “Tomorrow Project,” in which EP staff members were asked to create similar expressions of their visions for the future. Coinciding with the inauguration of President Obama in January 2009, a primary theme that emerged from that exercise was one of hope and optimism despite mounting economic, political and social turmoil at the time.
“It’s interesting to note how a year later, the artwork suggests people feel more vulnerable, more weary of all the negativity,” noted Davis. “Their expressions are more personal, and there appears to be an awareness that today is not just a moment in time, but part of a longer journey.”
The work is currently on display in Erwin-Penland’s new 10,000-square-foot space on the ground floor of 300 E. McBee St., about 150 yards from the company’s two existing buildings at the corner of Falls and Broad streets. The expansion brings the agency’s footprint to more than 65,000 square feet, making it one of downtown Greenville’s largest office tenants.
“Erwin-Penland has continued to prosper despite an $11.6 billion decline in U.S. ad spending in 2009, according to The Nielsen Co.,” said agency founder and President Joe Erwin. “In the past 18 months our staff has grown more than 20 percent. We’ve added new clients like Denny’s and expanded our relationship with such clients as Verizon Wireless and BI-LO Supermarkets. We’re excited about our growth and proud to expand our presence in Greenville’s thriving downtown area.”
Erwin also cited another catalyst for the company’s expansion: the introduction of a new specialty called experiential branding that is helping companies like Verizon Wireless and Lockheed Martin give customers a hands-on experience with products, events, company personnel and other touch points that enhance their engagement with and affinity for their brand. Created just six months ago, the experiential branding team already has seven professionals, led by EP Group Creative Director Cory Schearer.
“Experiential branding leads to greater consumer impact, increased marketing effectiveness and increased brand equity,” added Erwin. “Some of our recent projects – like the Verizon Studios we’ve created at the Staples Center, home of the Los Angeles Lakers, Clippers and Kings; Reliant Stadium, home of the Houston Texans; and other major sports and entertainment venues – are helping companies connect with their audiences in ways they never thought possible.”
About Erwin-Penland
Based in Greenville, S.C., Erwin-Penland (www.erwinpenland.com) is a full-service marketing firm that provides advertising, event marketing, interactive, public relations and strategic planning services to clients including Verizon Wireless, Denny’s, Lockheed Martin, BI-LO Supermarkets and Advance America. The 250-person firm is part of Boston-based Hill, Holliday, Connors, Cosmopulos Inc., one of the nation’s largest ad agencies and a member of The Interpublic Group of Companies (NYSE: IPG).
EProgress
The Spring 2010 edition of Erwin-Penland's newsletter shares the exciting news of VP, Executive Creative Director Andy Mendelsohn being awarded the prestigious Silver Medal Award, a review of Advance America's "America Deserves A Raise" campaign, a profile on VP, Director of Communications Barry Finklestein, an overview of the Greenville Drive creative that won the ADcheivement Overall Award of Excellence from the National Sports Forum, a look at a "Very Downtown Campaign" for Thrive, a division of the Greenville Chamber of Commerce and a bit more than just the tip of the ScanSource Icebergs.