When the WNBA needed to rebrand, they targeted a group of culture-changing millennials who weren’t necessarily fans. No problem, because these fans had the same values as WNBA players: diversity, equality, and inclusion. To amplify these shared passions, the WNBA created a content series that invited players to redefine the “W” in WNBA. Instead of women’s basketball, the players talked openly about causes and issues close to their hearts. And just like that, the WNBA inspired a new audience to keep fighting for what truly matters.

Rice-A-Roni and Pasta Roni were getting overlooked in the grocery aisle — which made zero sense because both are perfect for families pressed for time and money. They needed a breakthrough idea. Something that would remind people of their brand's San Francisco heritage. They needed Jerry Rice. Through a partnership with the iconic Hall of Famer, they created “Team Rice,” a winning lineup that had quite the presence — on in-store displays, retailer tool kits, a sweepstakes, and custom video content. The content kicked off at the beginning of the regular season but even made it to the Super Bowl - making Roni part of the conversation and getting them on grocery lists from coast to coast.

Protests and demonstrations against racism and police brutality are sweeping across the nation. Agencies and brands can build authentic responses that resonate and make an impact by thinking compassionately, creatively, and strategically. Here are seven ways to create messaging that not only responds to the current crisis, but also bolsters the loyalty, well-being, and support of stakeholders.

While some companies are spot on with their responses, others … not so much. Let’s be as good in our responses to racial injustice as we are at asking Black people to spend money on what we’re selling.

In November 2019, State Farm announced The Marketing Arm as its new creative lead. This article was featured on the agency’s home page.

“TMA is the new lead creative agency for State Farm after an extensive selection process.

It’s a testament to the fact that opportunity comes to those who are already working. For almost a decade, TMA has worked with State Farm on experiential projects, providing services in auto and financial services sponsorships, artist relationships and music content, and television and film integrations. TMA is now excited to expand on that partnership and execute State Farm’s brand work.”

The Marketing Arm partnered with Cheetos to produce the snack brand’s style bar and runway show during 2019’s New York Fashion Week, featuring influencers, celebrities, and a performance by Billboard 100 artist Saweetie. This recap was featured on the agency’s home page.

“Cheetos turned up the heat as they kicked off New York Fashion Week with the House of Flamin’ Haute Runway Show and Style Bar.

Taking cues from Cheetos-inspired looks and styles by fans online, The Marketing Arm partnered with Cheetos to put on the brand’s first-ever runway show. While snacking on Cheetos-themed hors d’oeuvres and cocktails, attendees saw 21 looks curated by fashion influencers such as Luanna, Hungry Hipsters, Nava Rose, celebrity stylist J.Bolin, and celebrated costume designer Ami Goodheart.”

The Marketing Arm’s proprietary celebrity evaluation system helps brands measure likeability amongst celebrities, giving brands data-driven opportunities to evaluate celebrities’ potential effectiveness as a spokesperson. The tool was featured in the book “The Turn On” by Steven Goldstein.

“TMA’s Celebrity DBI has been recognized as the “gold standard” of quantitative measurement of celebrities in Steven Goldstein’s new book The Turn On. The book describes the industry of creating likeability, how public figures create—and sometimes, destroy—their likeability, and how readers can develop the necessary tools to take control of their own likeability and become more like their favorite stars.”