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215 isn't just our address, it isn't just our area code. It's the code we live by. The guts, the attitude, the drive-it all runs deep. Get to know us at brownsteingroup.com.
The question we are presented with at this crossroads is simple: Will the future of advertising involve more data and invasive, AI-driven digital marketing, or will it involve a greater consideration for consumer privacy and creative, human-to-human branding? Platforms driven by advertising — such as Google, Facebook, Instagram, and Twitter — depend on convincing businesses that targeted digital advertising, based on the collection of personal data, can be effective for marketers while improving the quality of life of consumers through personalization. Here, AI and data will overshadow traditional marketing, creating a product-based digital economy where machine learning and digital targeting effectively deliver services and goods to consumers — with marketers and consumers having little say in what they market, or buy. Could the decision-making process of today’s consumers — which is based on personal research and exposure to advertising, from Times Square to YouTube — be replaced by a delivery of products and services managed by an algorithm that infallibly meets supply and demand?
2020 was the year of brand advocacy and outspokenness, and now, according to a survey by Iterable, 91% of brand marketers say they plan to stay focused on the trust-building strategies they developed during that time. There are various reasons for this: not only did the major events of 2020 necessitate a shift towards messaging based on solidarity and reassurance, but brands learned consumer loyalties could quickly change as consumers tried new services and products during lockdown. Now, community and corporate social responsibility matter more than ever for building trust, as do the causes that captured our passion and imagination over the past 12 months. Iterable’s survey showed that 47% of brands issued statements about racial inequality last year, 40% issued statements on public health, 34% on gender inequality, 32% on LGBTQ pride, and 29% on climate change
For this year’s 215 Day, Brownstein joined forces with the West Philadelphia-based Renaissance Healthcare and Rehabilitation Center to bring a smile to the faces of nursing home residents, and to help them pass the time during lockdown. All 80 residents received a copy of a coloring book designed by Brownstein creatives, as well as crafting supplies and hand-written notes from agency team members with good wishes and encouragement. Established three years ago as part of the agency’s giving-back program, 215 Day is a volunteer event that takes place on February 15. While our 215 Day looked a bit different this year, we continued to honor our tradition of giving back to our community within the constraints of the pandemic, sending a small team to deliver the coloring books.
Brownstein, one of the nation’s longest-running advertising and public relations agencies, has announced the launch of Fully Booked, a public relations program aimed exclusively at supporting hospitality, entertainment, and tourism businesses. Fully Booked will offer premium public relations services for brands in the Philadelphia region at affordable rates, in order to help them rebound from, and grow beyond, the challenges of the past year. We want to ensure that we expand access to Brownstein’s services to the businesses that will make our region come alive again, and to deliver results that will help lead the hospitality and tourism industry to an unforgettable comeback year. Brownstein will bring decades of experience with local clients in the industry, ranging from iconic restaurants like The Palm, Garces Group, and P.J. Clarke’s to venues including Fitler Club, Harrah’s Philadelphia Casino, and Mount Airy Casino Resort, as well as local destinations like Philadelphia Museum of Art, National Liberty Museum, LEGOLAND Discovery Center, Philadelphia’s Magic Gardens, and Philadelphia Auto Show.