Breaking down what “Content At The Speed Of Culture” means, and why successful brands should adopt a modern media mindset for staying culturally relevant.
The Marketing Agency Leadership Podcast, 05/06/2019
As brand integrations find their way deeper and deeper into the content we consume so passionately, Dagger CCO, Al Patton believes the same holds true for those whose job it is to promote brands.
The Drum, 05/03/2019
Thinking and acting like a media company, no matter what industry you’re in, can help you succeed. This media mindset can be summarized in three key points.
The Social Shake-Up Show, 03/12/2019
BGCA turns to Dagger for fresh creative perspective in advancing its mission, reaching new audiences, and building a brand campaign showcasing the organization’s positive impact on communities and youth across the country.
Industry veteran to lead creative charge in pushing Dagger work to all new levels. “It didn’t take long for Dagger and Al to agree on what’s possible in Atlanta: a world-class agency driven by the recent influx of talent and brands,” said Dagger chief executive officer, Mike Popowski.
|Client||Start Year||End Year|
|American Cancer Society||2018||Current|
|Boys & Girls Clubs of America||2019||Current|
|Delta Flight Museum||2014||Current|
|InterContinental Hotels Group||2017||Current|
An impressive rise: In 2014, agency veterans came together in a post-disruption era, with a single-minded ambition to build the most compelling agency that Atlanta has ever seen. And, we’re well on our way. From five “Dags” to 50 in less than five years, Dagger is decidedly Atlanta’s fastest-growing agency.
By “post-disruption,” we mean post-proliferation of new media, social media, mobile technology, and the major shifts in consumer behavior even in the past five years. Dagger was born after all this. Our thought leadership, content development process, hiring process, and culture were developed to operate in today’s marketplace — one marked by a dynamic media landscape, brand disruption, and an insatiable consumer appetite for content. So, we don’t have the baggage or antiquated habits most agencies carry as they’ve attempted to “evolve” into more modern shops.
A new belief for brands: We believe that for brands to thrive they have to succeed in an attention economy, and as such, they must act less like “brands” in the traditional sense and more like media companies.
The media company mindset understands that consumers are now in control of where they choose to pay attention. Modern media companies — think Refinery29 or Bleacher Report — are adept at creating content that intersects consumers’ passion points, cultural relevance, and value. And in the pursuit of attention, big brands are competing for “in-feed” attention with media companies, just as they are with those within their own category.
Insight to market under one roof: Dagger is a brand building agency armed with the media company mindset. Brand strategy and creative are at the center of everything we do, but what sets us apart from most agencies is our outlook on what builds a brand in the post-disruption era. That includes everything from in house high-velocity video production to a deep knack of how to lead in the cultural zeitgeist.
Dagger’s in-house production studio was built from the ground up for nimble, modern content creation. Utilized by all of Dagger’s clients, our studio is notable for the breadth of production and post-production capabilities offered in one space — from production planning to content capture to editing and sound design to color correction, audio mixing, and final finishing. Our CCO Al Patton, formerly ECD at R/GA in New York, has led dozens of social, digital and content initiatives, mostly for Nike and Samsung.
The Ultimate Learning Lab: Quality content creation is very much wired into our DNA at Dagger, and as such, we created our own content platform, Butter.ATL on Instagram. Going from dust to bonafide influencer in less than six months, Butter.ATL has quickly become Atlanta’s culture channel and the authority on all things authentically Atlanta. It’s a sought after stage for the city’s cultural icons. Butter.ATL also serves as an amazingly effective learning lab, giving us the opportunity to test new production techniques as well as content type efficacy, the benefits of which can both be passed on to Dagger’s clients. This sets us up to deliver against high volume needs for our clients efficiently and effectively, with tactical content packages for clients often ranging between 30-50 assets at a time.
Carla Paschke Guy
Founder & Chief Experience Officer
Chief Creative Officer