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DBA TURNS CUSTOMERS INTO CO-CREATORS OF BRANDS
Focused on innovative and purpose-driven brands, DBA built a model around the central idea that the best way to lead a category is to create it. It starts with asking questions like, “Do your fans fly your colors?” and “Do your customers camp out the night before a grand opening?” DBA brand strategy is founded on the concept that the future will be built by passion brands and the social movements that share their cause.
DBA quantifies emotional brand equity to understand the impact of digitally connected customers who become brand crusaders. Bringing in-house design, video and interactive productions, DBA helps brands engage “raving fans” who will pay a premium and co-create their message – as irrational advocates for the brand.
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The new competition is Apple Health, Uber Eats and Amazon Prime. DBA creates digital experiences to help brands stay competitive and lead with market disruptive innovation.
DBA partners with Adobe, Salesforce, Healthgrades/Evarient and leads beta tests with Google to keep its clients first to market with best-of-breed solutions for their digital front door. Expertise includes broadcast, search, re-marketing, multi-platform programmatic media and direct marketing automation.
A LEGACY OF BRAND LEADERSHIP THROUGH INNOVATION
Launching the agency in Pontiac Michigan, co-founder and former Campbell-Ewald art director Daniel Cobb invested in early web-based technology and desktop publishing, expecting the future of advertising to become digital.
Henry Ford Health System was the first agency client, where DBA introduced entertainment based marketing, social chats with doctors and aired educational documentary shows in prime time TV to promote online engagement. By 2000, DBA expanded nationally to serve hospitals across the USA with what became top ranked online/offline reality TV shows, including The Minds of Medicine, Penn Vital Signs and Breakthrough Medicine. These programs formed the basis of DBA’s national health care consulting services in the USA.
Opening offices in Los Angeles and Miami in 2008 and investing in its social media marketing app, called ClickCast, DBA transitioned its branded content model from healthcare to Hollywood. DBA launched the digital campaigns for the streaming release of movies including the Oscar-winning film, The Cove, followed by a series of streaming video launches for Disney and Warner Bros. films including Tangled, Winnie The Pooh, Harry Potter and The Hobbit. These successful campaigns established the model for social media influencer campaings in Hollywood. Introducing retail chains including Whole Foods, Chick-fil-A, Hungry Howie's and Papa John's to it’s social media influencer marketing technology, DBA syndicated live chats about healthy ways to pack school lunches, made "Daddy-Daughter Date Nights" go viral and engaging millions of posts online.
DBA digital solutions are vastly employed by quick service restaurant chains for store-specific digital media campaigns for brands including Hungry Howies, where the first digital campaign reports claim it “wiped out” their supply of food. At Hungry Howie’s, DBA also launched the first pink pizza box campaign to support the National Breast Cancer Foundation, reinforcing a values-based marketing model that DBA espouses. Values and purpose-based marketing became the hallmark of DBA, who extended its mission of “Better Brands for a Better Human Condition” beyond health care to family entertainment, retail products, food and public services – including Consumers Energy with a focus on “People, Planet and Prosperity.” The campaign was recognized with three Emmy Awards and significant social engagement.
A member of the Forbes Agency Council, Daniel Cobb, CEO of DBA, authored a book on the success of values-based brands in digital marketing titled, Surfing the Black Wave: Brand Leadership in a Digital Age.
Extending beyond its digital and social media work in platforms such as Facebook and digital voice, DBA ventured into video games in 2020. Building on emotional engagement experiences between hospitals and patients, DBA launched the video game Castle on the Coast featuring George, the mascot of Valley Children’s Hospital. As a branded entertainment, the game was featured at DreamHack 2020.