Promo's Interactive Marketing Awards honors the best and brightest in effective interactive marketing - and recognizes the valuable role that interactive campaigns play in motivating consumer response and creating strong, exciting brands. AMP Agency received the award for Best Web-based Trial Recruitment Campaign, a category that recognizes the top programs that use the Web to engage consumers with a product or company for the first time.

Marin Software certified agencies provide financial lift to brands through improved online ad management efficiencies

(San Francisco, CA) - October 6, 2011 - AMP Agency, today announced that it has been recognized as a Marin Software Certified Agency. The certification provides AMP's clients with additional benefits of improved campaign performance and financial return that Marin Software's leading online ad management platform provides.

AMP Agency, a Boston and San Francisco-based integrated communications company currently provides search, creative and media services for a number of Fortune 500 clients. With its "Insights-Inspired, Results-Driven" approach, AMP leverages key information to create compelling brand communications and experiences across a broad number of communication channels including social media, public relations, events, digital media and mobile. To improve the performance of their customers' campaigns, AMP implemented Marin Software, the industry's leading integrated platform for managing search, display, and social marketing. AMP Agency underwent a rigorous training and certification process to join the Marin Software Certified Agency Program and ensure its customers benefit from the full campaign optimization capabilities of Marin Software.

"Our approach at AMP Agency is to drive superior solutions through a combination of strategy, innovative tactics and industry leading technology," said Stephen Anderson, Senior Vice President of Search Services at AMP Agency. "Being a Marin Software Certified Agency demonstrates AMP's commitment to expertise in our entire suite of tools."

"Our goal at Marin Software is to provide a platform that streamlines ad campaign optimization so the focus of marketers can be on the strategic growth of an ad program," said Matt Lawson, Vice President of Marketing and Partnerships at Marin Software. "Brands leveraging a Marin Software Certified Agency, gain assurance their campaigns benefit from the improved efficiencies and financial lift Marin Software enables."

About AMP Agency:
AMP Agency is an integrated communications agency that specializes in developing innovative marketing solutions drawn from its history of "Insights-Inspired, Results-Driven" success across a full suite of marketing channels. For more information about AMP, visit www.ampagency.com.

About Marin Software:
Marin Software is a leading provider of online advertising management solutions, offering an integrated platform for managing search, display, and social marketing. The company provides solutions for advertisers and agencies of all sizes, enabling them to improve financial performance, save time, and make better decisions. Marin Enterprise, the company's flagship product, addresses the needs of online marketers spending at least $100,000 per month on biddable media. Marin Professional delivers the same power and ease of use as Marin Enterprise for marketers spending less than $100,000 per month on biddable media. Headquartered in San Francisco, with offices worldwide, Marin's technology powers marketing campaigns for over 800 customers managing more than $2 billion of annualized ad spend in more than 160 countries. For more information, please visit: http://www.marinsoftware.com.

AMP Agency will provide creative and media services in support of Pretzel Crisps® new Bold & Spicy category of flavors

(Boston, MA) - September 19, 2011 - Spicing up their marketing approach, Snack Factory, makers of the worlds first spreadable pretzel cracker, Pretzel Crisps®, has announced the hiring of AMP Agency, a Boston-based integrated communications company. AMP will be responsible for creative and media duties aimed to drive mass awareness around the launch of the new Bold & Spicy Pretzel Crisps® category, which includes the wildly popular Buffalo Wing and the new Jalapeño Jack and Chipotle Cheddar flavors.

"The new Bold and Spicy category is more than just a line extension," said Perry Abbenante, Vice President of Marketing for Pretzel Crisps®. "By expanding the Pretzel Crisps® portfolio to include the Jalapeño Jack and Chipotle Cheddar flavors, we hope to reach a new group of consumers. The AMP partnership enables us to introduce these new offerings in a creative and exciting way, while helping to build increased interest among current users."

"We are thrilled to be working with Pretzel Crisps®, a brand that has boldly redefined the snacking category," said Gary Colen, CEO of AMP Agency. "We are excited to spice up the web with a flavorful creative campaign that will drive awareness of the new Bold & Spicy flavors and encourage consumers to visit the deli section of their local supermarket."

AMP Agency currently provides creative and media services for a number of Fortune 500 clients. With its "Insights-Inspired, Results-Driven" approach, AMP leverages key information to create compelling brand communications and experiences across a broad number of communication channels including social media, public relations, events, digital media and mobile.

About Snack Factory
Based in Princeton, New Jersey, Snack Factory was founded in 2004 by snack food pioneers Sara and Warren Wilson. From their humble start selling funnel cakes at county fairs, the couple went on to create New York Style Bagel Chips and Pita Chips (sold to RJR Nabisco in 1992). Today, Snack Factory is reinventing the pretzel category with the worlds first spreadable pretzel cracker, Pretzel Crisps®. For more information, please visit www.pretzelcrisps.com or become a fan on Facebook at www.facebook.com/pretzelcrisps. Pretzel Crisps®. Rethink your pretzel!

MEDIA CONTACT:

Jessica Harris, jharris@pretzelcrisps.com
Director, Public Relations
609.613.0715
Snack Factory
http://pretzelcrisps.com/
Facebook: Facebook.com/PretzelCrisps
Twitter: @ PretzelCrisps

About AMP Agency
AMP Agency is an integrated communications agency that specializes in developing innovative marketing solutions drawn from its history of "Insights-Inspired, Results-Driven" success across a full suite of marketing channels. For more information about AMP, visit www.ampagency.com.

MEDIA CONTACT:

Matt Jacobs, mjacobs@ampagency.com
Director, Strategic Marketing
617.837.8169
AMP Agency
www.ampagency.com
Twitter: @AMP_Agency
Facebook: Facebook.com/BrandAMPlification

(Boston, MA) – September, 6 2011 – NFL PLAYERS Inc., the exclusive licensing and marketing subsidiary of the NFL Players Association, has announced the hiring of AMP Agency, an integrated communications company. AMP Agency will be responsible for strategic and creative duties that include brand consultation for the NFL PLAYERS brand, and creative development and support for signature events and properties.

"NFL PLAYERS is excited to have AMP Agency as part of our creative team as we move forward with the strategic planning and execution of our exclusive events and properties," said Christina Francis, NFL PLAYERS Vice President of Marketing and Events.  "Our annual calendar has expanded to meet the expectations of our partners and players, and we are excited to enlist AMP Agency’s experience and expertise to assist in our growth."

"We are proud to add the dynamic brand of NFL PLAYERS to our client roster," said Gary Colen, CEO of AMP Agency. "As fans across the country are excited for the upcoming football season, we are just as excited to begin work supporting NFL PLAYERS in all of their upcoming initiatives."

AMP Agency currently provides strategy and creative development for a number of Fortune 500 clients. With its "Insights-Inspired, Results-Driven" approach, AMP leverages key information to create compelling brand communications and experiences across a broad number of communication channels including social media, public relations, events, digital media and mobile.

NFL PLAYERS joins a lineup of sports marketing initiatives and partnerships currently handled by the agency which includes FootJoy, the Cleveland Indians and U.S. Cellular’s Major League Baseball in-stadium activations for the St. Louis Cardinals, Chicago White Sox and Milwaukee Brewers. Previously, AMP has worked with the NBC Olympics, the NFL on FOX, the NHL and USA Swimming.

Event Marketer Magazine, which serves the information needs of brand-side event marketers and agency executives across the spectrum of face-to-face media, named AMP Agency to their 2011 Class of Awesome, the Top 100 Event Agencies… the 2011 "It List".

Here's what Event Marketer said about AMP:

We don't know if it's the free pizza that keeps employees churning out great work, but we like what we see. Our fave? The Maybelline New York Color Studio that transformed a Walgreens into a fashion week experience. (Have you ever been to a New York Walgreens? That ain't easy, people.) The 45 percent boost in sales didn't hurt either. Also worth a mention: AMP recently acquired agency assets from former parent Alloy Media + Marketing.

See the full listing here

The 14th Annual PROMO 100, the industry's most eagerly anticipated ranking recognizing the top promotion and integrated marketing agencies, ranked AMP Agency the #26 agency based on U.S. net revenue and #6 agency with an interactive specialty.

See the full listing here

Dennis Burton, Director of Event Design at AMP Agency, was featured in Event Design magazine's annual roundtable of creative heads across 32 B-to-C agencies. The roundtable discussion dives into the current state of the industry, the current role of design and where it's all headed.

Read the full conversation by downloading the PDF here.

(Boston, MA) – April 20, 2011 – AMP Agency, an integrated digital and experiential marketing agency, announced today that the management team led by original founder and CEO Gary Colen has conducted a buy-out acquiring all agency assets from former parent company Alloy Media + Marketing. Effective immediately, AMP will operate as an independent agency headquartered in Boston. With the move, all employees will retain their roles with the agency.

The transition to an independent agency provides AMP Agency with increased flexibility to service its growing roster of clients, including prominent companies and organizations such as Maybelline New York, U.S. Cellular, Genzyme, and Ansell Healthcare Products, LLC.

"We were thrilled at the opportunity to reacquire the agency and build upon the tremendous growth we've experienced with Alloy over the last ten years," stated CEO Gary Colen. "Alloy has allowed us to acquire great talent that positions AMP for aggressive growth as an independent agency." Over the past three years AMP has quickly grown its portfolio of digital marketing services with a focus on providing marketers a fully-integrated solution that includes media, search, social, mobile and cross-channel analytics all available under one roof.

"It has been a great experience working with Gary and the entire AMP Agency team," said Matt Diamond, CEO of Alloy. "Alloy has maintained a minority investment in the agency as we are excited and committed to AMP Agency's long term success. AMP has a proven track record of providing clients with strategic guidance and thought leadership. They are well positioned to lead the charge in driving innovative digital strategies and solutions for their clients."

As part of the move AMP has opened an office in the heart of San Francisco's Financial District where they will service key clients including Blue Shield of California and Princess Cruises. "We have 100 of the most talented employees and are elated to retain them. We're excited to continue to fuel business locally in New England and extend our national footprint with the opening of our San Francisco office," stated Colen.

Petsky Prunier, LLC advised Alloy on the transaction.

Click here to download the release

The transition to an independent agency provides AMP Agency with increased flexibility to service its growing roster of clients, including prominent companies and organizations such as Maybelline New York, U.S. Cellular, Genzyme, and Ansell Healthcare Products, LLC.

"We were thrilled at the opportunity to reacquire the agency and build upon the tremendous growth we've experienced with Alloy over the last ten years," stated CEO Gary Colen. "Alloy has allowed us to acquire great talent that positions AMP for aggressive growth as an independent agency." Over the past three years AMP has quickly grown its portfolio of digital marketing services with a focus on providing marketers a fully-integrated solution that includes media, search, social, mobile and cross-channel analytics all available under one roof.

"It has been a great experience working with Gary and the entire AMP Agency team," said Matt Diamond, CEO of Alloy. "Alloy has maintained a minority investment in the agency as we are excited and committed to AMP Agency's long term success. AMP has a proven track record of providing clients with strategic guidance and thought leadership. They are well positioned to lead the charge in driving innovative digital strategies and solutions for their clients."

As part of the move AMP has opened an office in the heart of San Francisco's Financial District where they will service key clients including Blue Shield of California and Princess Cruises. "We have 100 of the most talented employees and are elated to retain them. We're excited to continue to fuel business locally in New England and extend our national footprint with the opening of our San Francisco office," stated Colen.

Petsky Prunier, LLC advised Alloy on the transaction.

Click here to download the release

"The International Academy of Digital Arts & Sciences" announced honorees for the 15th annual Webby Awards. The Webby Awards is the leading international award honoring excellence on the Internet. Developed in partnership by AMP Agency and Hill Holiday, the Cursor campaign for John Hancock was named an Official Honoree for the Best Integrated Media Campaign. With nearly 10,000 entries received from all 50 US states and over 60 countries, the Official Honoree distinction is awarded to the top 10% of all work entered that exhibits remarkable achievement.

Event Marketer Magazine announced the finalists for the 2011 Ex-Awards, recognizing the industry's best experiential programs of the year. This year's Ex Awards generated a record-setting 800-plus entries, beating the previous all-time record set back in 2008. AMP Agency is honored to be named a finalist in the category of Best Event-Related Web Site for the "The Belief Project" microsite developed for U.S. Cellular. The winners will be announced live on stage at the 2011 Ex Awards gala on May 16 in Chicago.

Effie Worldwide announced the finalists for the 2011 North American Effie Awards competition, recognizing the most effective campaigns within the marketing communications industry. AMP Agency is honored to be named a finalist in the category of Single Impact Engagement for the "Give-Back Pack" program developed for Staples. Winners will be recognized at the Effie Awards ceremony on June 7th.

AMP Agency, a full-service digital and experiential marketing agency, today announced the hiring of Jamie Pappas as Vice President of Social Media. In the role, Pappas will lead the development and execution of strategic social media solutions for clients across a range of digital and social channels.

Prior to joining AMP, Pappas spent five years with EMC Corporation, most recently in the role of Manager of Enterprise Social Media Engagement Strategy, where she led the strategy development, planning, and execution of the social media marketing function for this $17B global Fortune200 company of nearly 50,000 employees.

"We are thrilled to add Jamie to the AMP team," commented Gary Colen, CEO, AMP Agency. "There are very few individuals in the marketplace that offer Jamie's range of experience and insight gained from her years of experience working in social media for a leading global organization. The addition of Jamie underscores our ongoing commitment to offer our clients the best strategic direction and innovative thinking in the digital and social space."

Pappas is a contributing columnist for Information Week, a founding member of the 2.0 Adoption Council, a member of the Board of Directors for the Social Media Club of Boston and a member of the Advisory Board for Enterprise 2.0 Conference.

"I am excited to work with such a talented group as the people at AMP, helping businesses to achieve real value from social media," said Pappas. "AMP's commitment to providing world class integrated solutions to customers is a big part of why I decided to join the team. I see the tremendous possibilities that social media brings to integrated digital and experiential marketing, and am excited to be a part of it."

(Boston, MA) – February 7, 2011 – AMP Agency, a full service digital and experiential marketing agency, today released findings from "Inside the Buy", a national survey of consumers between the ages 25-49 conducted to explore the digital behaviors behind modern consumers' path to purchase for both online and offline purchases. The study delved into digital behaviors in five leading consumer categories: baby products, consumer electronics, food and beverage, health and beauty, and fashion.

The study unearthed valuable findings showing that today's digital minded consumers display savvy and discerning behaviors when it comes to their final purchase decisions, with an apparent shift in the path to purchase. The new consumer experience has widened the scope of purchase possibilities and has powered the influence of the people, which appears to have shifted consumers' mindset and redefined contemporary brand loyalty.

"AMP Agency's research study, "Inside the Buy", reveals that consumers are placing new value on the consideration stage within the purchase journey and are actively, and overwhelmingly, seeking out information through digital channels in order to make the best buying decision, whether online or offline" stated Allison Marsh, VP of Consumer Insights at AMP Agency.

Click here to download the full release. Or click here to access the Inside the Buy Whitepaper.

Here's some advice to brands putting the onus on loyalty to drive sales: "Be afraid ... be very afraid." AMP Agency, a Boston-based branding firm, has just completed a study of consumers, "Inside the Buy," that suggests that actually very few consumers between the ages of 25 and 49 are moved to purchase by habit, or sentimental considerations for a brand.

The study, based on a Fall 2010 poll of 865 Gen X and Y consumers, looks at what happens in the "consideration phase" of the purchase path, where the Web and what AMP found to be a "new/modern path" to purchase hold sway. The quantitative and qualitative study also addressed a changing view of brand loyalty. The firm found that just 3% of consumers say they are loyal to a particular brand and never buy anything else.

The study, which looks at five product categories -- baby products, consumer electronics, food and beverage, health and beauty, and fashion -- finds that the very idea of loyalty has changed for 97% of consumers. "New consumer behavior is redefining what we view as 'contemporary loyalty'," said Allison Marsh, VP, Consumer Insights at AMP Agency. "With more information, consumers have seized control and are more open to the wide choices in the marketplace." Click here to continue reading.

Client: Blue Shield of CA
Agency: AMP Agency, Rauxa Direct, ConvergeDirect
Objective: Meet sales goals despite Medicare Advantage enrollment timespan.

Part of the Obama administration's health reform legislation shortened the annual marketing and enrollment period for Medicare Advantage, from six months to three months. To hit sales goals in a condensed time frame, Blue Shield "took a critical look at untapped [consumer] segments," adding additional media channels, geo-targeting, and for the first time, a "market warmer" DRTV spot, according to Seth Berman, director of direct marketing at Blue Shield of California.

STRATEGY: Blue Shield relied on primary volume drivers – DRTV and direct mail – but also launched additional tactics, optimized the media mix to leverage strong performers, implemented incentives to drive response, and "expanded messaging to include community integration and dialogue with prospects, providers, employees and brokers," Berman says.

On November 7, 2010, the health insurer launched a market warmer TV spot that aired prior to the official start of the Medicare Advantage marketing period. Blue Shield also optimized DRTV media buys weekly to reduce cost-per-lead during a highly competitive and shortened sales window. DRTV spots featured altruistic messaging to appeal to consumers in an economic pinch, and to bring "new to Medicare" baby boomers into the fold. Blue Shield also reached out to Hispanic consumers, launching 60-second and 30-second Spanish language ads to drive prospects to local sales events.

Direct mail executions were enhanced with predictive modeling, and offered a free tote bag as an incentive. New direct mail creative featured member photos and testimonials, and an improved business reply card. Blue Shield also introduced print inserts packaged in Red Plum, Pennysaver and other circulars, and local newspaper ads helped geo-targeted direct mail drive attendance to "strategically selected event locations," says Berman. Online media included paid search, handled by AMP Agency, and affiliate programs.

RESULTS: New creative resonated with the 65-plus target audience, and direct mail performed above expectations, achieving 106% of its goal for sales leads. "List suppression allowed us to better target the audience and drop zip codes that performed poorly," Berman says, adding that money saved from dropped zip codes was reinvested. Blue Shield increased total DRTV spend this year, and sales lead goals for that channel increased by 10%. This helped to capture an untapped Hispanic segment with radio and print.

The battle for power at retail often provides very black and white perspective to those on the brand side, or the retailer side. Let's face it – we both think the other needs us more than we need them – unless of course you are a challenger brand, in which case you better be good at showing why they need you. We've tried to illustrate both perspectives, with articles highlighting successful strategies by both brands and retailers. Now we're bringing a new perspective – from an angle that is uniquely positioned to see it from both sides – the agency.

The team at Retail Leverage recently caught up with Jon Genese, Senior Vice President of Account Services at AMP Agency (Boston, MA) to get an agency's perspective on some of the greatest challenges facing their national brand clients at retail.

Brite Media Group to rename division "BRITE PROMOTIONS"

(Boston, MA and San Francisco, CA) January 5, 2011 – AMP Agency, a full service experiential and digital marketing company owned by Alloy Media and Marketing and Brite Media Group LLC, a leading non-traditional OOH media company, announced today the completion of the sale of AMP's New Jersey and Los Angeles experiential marketing offices to Brite Media Group. The New Jersey and Los Angeles offices of AMP Agency were solely focused on experiential marketing services and will operate under the name Brite Promotions LLC.

As part of Brite Media Group, "BRITE PROMOTIONS" will continue to assist clients with strategic and creative development, production and execution of promotional solutions as well as operate key sponsorship platforms including proprietary spring break and mall based programs.

"AMP Agency's breadth of integrated digital media services has significantly expanded over the last three years, with accompanying revenue growing by approximately 35% annually", stated Gary Colen, CEO of AMP Agency. "AMP Agency's sale of the assets of our New Jersey and Los Angeles experiential marketing unit simply highlights AMP's strategy to focus on our thriving integrated marketing and digital business."

AMP's executive team will continue to concentrate on providing innovative and creative solutions leveraging multiple emerging media platforms and strategic services, including paid and earned media.

"BRITE PROMOTIONS" will be directed by Pete D'Andrea who formerly headed up this division within AMP. Pete brings more than 18 years of experience in promotional marketing and is joined by his entire team of seasoned veterans including creative, account management, field operations and business development staff. Combined, the team brings extensive experience, with thousands of event executions, knowledge and understanding of key consumer behaviors and a history of bringing these pieces together into award winning ideas that connect brands with people.

"BRITE PROMOTIONS" will also work with Brite Media Group's media sales team to develop strategic promotions within its core place based assets such as cafes, gas stations, convenience stores, college campuses, bars/ restaurants, military bases, LA beaches and check cashing stores.

"The addition of Pete D'Andrea and his entire team brings to Brite Media a well respected marketing and promotions group which will tremendously expand our ability to offer clients creative solutions to marry with their media plans," commented Charlie DiToro, President of Brite Media Group. "We expect to significantly expand our promotional offerings with the addition of this seasoned team."

Mr. D'Andrea added, "This deal allows the New Jersey and Los Angeles executive team an optimal environment to expand its operations and achieve its business goals."

Petsky Prunier, LLC served as AMP Agency's exclusive financial advisor.

Click here to download the full release.

When preparing a creative showcase of digital campaigns targeted to mothers, the first question that demands an answer is, "Is the creative that appeals to moms really all that different from the creative that appeals to everyone else?" In other words, are mom brains actually different? And, as it turns out, yes, they are.

In "The Buying Brain," Dr. A.K. Pradeep discusses the marketing implications of the fundamental differences among the brains of different groups of people. In conducting his research, not only did Pradeep find significant differences between the brains of men and women, but he also found that the brains of mothers are significantly different than those of other women.

Based on the unique characteristics associated with the brains of mothers, Pradeep found that certain creative elements are more likely to receive a favorable response from moms than other demographics. These include:

• Creative showing relaxing activities between a mom and baby, especially grooming activities
• Ads where people make eye contact with the audience
• Humorous, less-than-perfect situations regarding motherhood, children, or everyday life
• People enjoying the scents of products
• Pleasant, soothing sounds (no screeching or screaming, even if it’s supposed to be funny)

Some brands have mastered the art of connecting with mothers, while others are still trying to figure out what makes this lucrative demographic tick. At this year's ad:tech New York, digital marketing specialists showcased stellar digital creative executions targeted to moms across four key verticals:

• Entertainment
• Consumer packaged goods
• Food and beverage
• Services

Click here to see AMP’s Karen Macumber review of the best case studies in the Entertainment category. Click here for the full list of evocative case studies and learn how you can deliver uniquely relevant messages that drive moms to action.

As the teen segment continues to grow, marketers are getting more creative in how they reach out to these plugged-in skeptical consumers. Marketers are finding success by making their message about more than just the product, showcasing the broader values of their brand through targeted marketing and online communities.

According to the Experian Simmons' National Teen Study, released last fall, 59% of 1,847 teens surveyed agree that the Internet has changed the way they spend their free time. "Social media is just kind of second nature for this audience," says Allison Marsh, VP of consumer insights at AMP Agency, which specializes in teen marketing and is part of the Alloy Media & Marketing company. "They think of this as just an extension of their everyday conversations."

Marsh adds that because of this, marketers trying to promote their brands through social networks need to be about more than just selling. One of the clearest examples of the value of "Big Picture" messages is the popularity of cause marketing campaigns among teens. Staples had great results with its "Give Back Join a Pack" campaign last fall. Working in collaboration with Do Something, the company asked teens to make a donation to go toward the purchase of school supplies for kids in need. Staples incorporated musician and actor Drake Bell, and singer/songwriter Kellie Pickler and invited their fans to "join their pack" by donating.

"This campaign had so many elements: The DoSomething.org website, the Facebook page, the GiveBackPack.org microsite. If you didn't want to take action in the real world, you could take action in the online space," says Amy Shanler, director of community relations for Staples.

More than 5,000 pounds of supplies were eventually donated – five times what the campaign had generated three years prior.

Click here for the full article.

Boston’s agencies have always held down the fort when it comes to creating stellar campaigns for some of the world’s largest brands, but the last few years have witnessed the emergence of some insanely creative work coming out of both the big houses and the growing crop of smaller shops that make up the marketing services ecosystem here in the Bean. We thought it might be cool to take a look at some of the whippersnappers who are poised to take this creative revolution to the next level. We asked around for nominations, and in no particular order, here are five folks who got mad props from the people we talked to:

Matt Jacobs. Matt’s the Director of Strategic Marketing at Boston’s own AMP Agency, where he helps the agency create super awesome, outside-the-box solutions and strategies for brands like New Balance, Hasbro, The Wall Street Journal, Axe, and Heineken. Not to mention he’s got quite possibly the best Twitter bio blurb of all time.

Click here: to see the full list.

If you are looking to boost holiday sales this season, don't ignore teen shoppers. According to a recent AMP Insights Holiday Shopping Behavior survey conducted with teens between the ages of 13 to 19, these young consumers have deep pockets and start shopping early in the season.

Thirty-nine percent of teens began shopping on Black Friday and another 29 percent started a month ago. Almost half (49 percent) plan to spend more than $150 on others this holiday season; 20 percent plan to spend more than $300. And while shopping for others, 65 percent say they sometimes pick up a "gift" for themselves.

Click here for the full article.

AMP Agency recently surveyed 1200 teens to gauge their views on giving and receiving this holiday season. Results of the AMP Insights Holiday Shopping Behavior survey, fielded with teens between the ages of 13 and 19, with 45% male and 55% female respondents were recently featured as a research brief from the Center for Media Research.

Click here to download the whole article and read more.

Hitting the stores for predawn sales on Black Friday is just the first part of the long shopping journey Audrey McClelland has planned for tomorrow.

When she returns home, the 32-year-old mother of four will stand in front of her video camera, chat about the bargains spread across the kitchen table, and upload the footage to YouTube and her blog, Momgenerations.com.

McClelland’s routine is one of the fastest-growing phenomena on the online video site, and it’s catching the attention of consumers and retailers alike this holiday season.

The videos, called “hauls,” are giving fashionistas a new way to share their purchases with an eager audience of viewers who are researching products online and seeking out shopping advice. Merchants have recognized a marketing opportunity here, and many are enticing these video bloggers, known as vloggers, to pitch their goods by supplying them with gift cards, free merchandise, or other perks.

More than 200,000 hauls have been uploaded to YouTube this year, according to spokeswoman Annie Baxter. An onslaught of new ones is expected tomorrow on Black Friday, the kick-off to the holiday season and one of the busiest shopping days of the year.

“Last year, I had never even heard of hauls,” said McClelland, of Warwick, who has more than 600 subscribers to her YouTube channel and recently posted hauls on jackets from BJ’s Wholesale Club and a tank top, scarf, and blazer from TJ Maxx.

“Now it’s just a part of my shopping experience. The beauty in this is the showing, the sharing, and communicating why you purchase an item. You convince people or suggest ideas to buy these items.”

Tech-savvy teens helped launch the haul frenzy over the past year, and it has since expanded to twentysomethings and mothers like McClelland. Hauls typically feature shoppers in short videos pulling merchandise out of bags, talking about designer names, trends, and of course, prices.

Why do people do hauls? The fashion videos tap into shoppers’ emotional excitement of finding something and sharing it with others, said Gary Colen, chief executive of AMP Agency, a Boston marketing firm.

Hauls resonate with increasingly cautious shoppers who are turning to websites for reviews before opening their wallets, specialists say. A recent AMP survey, for example, revealed that more than one-third of consumers use social media to help make purchase decisions.

“YouTube is a compelling place to start the journey of research for a product just as Consumer Reports or a brand’s own site,” Colen said. “And retailers are trying to leverage the phenomenon to gain attention for their own store.”

Click here to download the whole article and read more.

We've all heard it: "Digital is the most measurable of media." We can track everything -- from a click on a text link, a mouse-over of an expandable ad, to a view of a video, and even a consumer "liking" a Facebook page. Search, display, social, or mobile -- if we can build it, we can measure it. And, if we can measure it, we can assign an ROI -- a CPL, the "return on engagement," or whatever your term is for success. We can not only prove it "works" to a client or to management, but we can also optimize it for the long term. As a result, digital has become the Holy Grail of platforms for marketers.

Wait. Let's rewind for a moment.

Remember the '90s -- that turning point when marketers first fell in love with the web because it allowed for measurement? We assumed that if you built it, consumers would come, and success could be measured in "hits." That is, until we realized consumers don't always naturally gravitate to a site; you have to actually spend money to drive them to a destination and create distinct value to keep them coming back. So a hit was far from a qualified hit. It was actually a failure if that consumer didn't become a repeat visitor. "Sticky" became the new buzz word and the metric of success. That evolved into the value of "engagement" as rich media, social, and video became prolific.

Now, back to 2010. It's not the ability to quantify the tactics that makes digital such a powerful platform for marketing. In fact, it's just the opposite. Because we can gather quantifiable data, it becomes easy to jump to some hasty conclusions. We know just enough to be dangerous, and that is a dangerous game to play as marketers.

In an effort to help others avoid this trap, I share the following examples where quantifiable data, available from digital vendors, does not always ensure (or equal) success. It is not a black-and-white world. There should be shades of gray, dependent upon the unique business case and specific marketing objectives for a program. Click here to download the whole article and read more.

During MITX's recent FutureM event, AMP shared the must-know insights from our upcoming proprietary study "Behind the Buy" on key digital information access points used by consumers when researching purchases.

With a focus on highlighting the practical application of these consumer insights to the future of digital and shopper marketing, the presentation, and accompanying panel discussion, revealed the types of information consumers are seeking through digital channels and the degree to which the information ultimately influences purchase behavior across multiple categories such as fashion, health/beauty, grocery and consumer electronics.

The full study will be available in the coming weeks, but click here to download the FutureM presentation, or visit our blog to read a full event recap

MITX announced the finalists for the 2010 MITX Interactive Awards, the largest and most prestigious awards competition in the country for interactive and web innovations and celebrates the best creative and technological accomplishments emerging from New England. AMP Agency is honored to be named a finalist in three categories:

Best Cross Media Campaign

Best Use of Search

Video and Rich Media 2010

(Via  MyFoxBoston.com) - Who doesn't love showing off what they got at the mall? For some, showing off their shopping loot online has been catching on. They're called haul videos and are popular with teens and twenty-somethings. You simply shoot a video of yourself showing what you picked up on your latest shopping spree and post it on YouTube.

Denisha Pena of Dorchester has been hauling for a year now. Her videos get a few hundred views and though she shoots her hauls in her bedroom, she likes the fact that she can broadcast them around the world.

"So we just thought if people like seeing everything that people buy and we might as well, if we like something, tell people what we buy, what we like about it and recommend it," Pena says.

It might not sound like it would be riveting to watch, but people are watching and haulers are making money.

Take Blair Fowler, known online as Juicystar07 and considered a haul video queen. Her YouTube channel has more than six million views.

"Blair, I think she's seventeen, and she just recently dropped out of high school to be homeschooled, so that she can produce hauling videos full time," says Jason Rivera, the director of consumer insights at Amp Agency.

But Blair is not alone. Her older sister Elle, or Allthatglitters21, tends to focus on makeup and has more than 14 million views to her channel. These girls are now sponsoring contests, doing videos with celebrities, and even premiering music videos on their YouTtube channels.

"I don't think it's uncommon to really think that's a far reach for a kid to really want to be in that space all the time and be really successful at it," Rivera says. With all those subscribers, you get partner status on YouTube, meaning you get paid to put ads up on your page, but now it's gone a step further.

Popular stores Forever 21, JCPenney, and American Eagle, are amongst the stores trying to cash in on hauling's popularity. Some stores are paying haulers, or giving them gift cards to shop with, in return for posting haul videos. Since these girls have a built in audience, as a marketing tool, it's a slam dunk.

"They're getting other kids that are their same age to be just like them. They have very likeable personalities, and the stuff that they're showcasing is something that everybody wants," Rivera says.

Though the Federal Trade Commission has new rules for those who are getting paid to shop.

"The new standards that they put in place have made people really clarify that, 'Oh, I've gotten this for free, or these people have given me stuff that I'm going to review,' they need to be really clear and upfront," Rivera says.

Jason Rivera is responsible for managing strategic planning and consumer insights for a diverse client roster that includes Coors, Levi's, LifeStyles Condoms, Warner Brothers and Converse. He specializes in developing strategies that foster brand loyalty by aligning corporate goals with consumer ideals. Before AMP, Rivera worked in the action sports business and was a youth consultant in the advertising industry.

He spoke with eMarketer's Tobi Elkin about kids and online and offline shopping, as well as the influences that shape their preferences and how they like to shop.

Click here to read the whole interview.

Promo, the most comprehensive Web site for promotion marketing professionals, has released the 2010 Promo 100, its annual ranking of the Top 100 U.S. promotion agencies by U.S. net revenue. For more than 16 years, Promo has presented this forum to recognize the best and brightest promotion and integrated marketing agencies. The Promo 100 also highlights the top agencies in four marketing specialties: event and experiential, interactive, retail and sports, as well as one agency that ranked among the Top 20 for two-year growth.

AMP Agency is excited to announce that we ranked #24 in the Top 100 Promotion Agency List and #5 within the Event/Experiential category.

Event Marketer Magazine, which serves the information needs of brand-side event marketers and agency executives across the spectrum of face-to-face media, listed AMP Agency as one of the top 100 Event Agencies in the country. This list does not have assigned numbers for each agency - the agencies are listed alphabetically.

Here's what Event Marketer said about AMP:
AMP is amplifying the offerings once again with two acquisitions–interactive agency Rock Coast Media in July, and earlier this year, digital agency Pixel Bridge, which should give the agency an edge with social media and digital strategies. Programs for Garnier and U.S. Cellular delivered millions of impressions, while a holiday gathering of 607 elves in New York City for ABC Family set a Guinness World Record.

Brand Name: LaundryView
Client: Mac-Gray
Agency/Site Creator: AMP Agency
URL: http://www.laundryview.com/

What is unusual and effective about this website?

This MITX award-winning website is the perfect example of how to leverage advanced technology to create a solution that addresses the unique pain points of a business (equipment down time costs money) and its consumers (wasted time waiting for machines) at the same time. The application is the only one of its kind, uses the internet as a backbone, and relies on custom-engineered components to operate incorporating Flash and LAMP development.

LaundryView allows consumers to monitor the status of washers and dryers in connected laundry rooms from any computer with internet access. Students may also receive notification via email, PDA, or cellphone when their laundry is done or a machine becomes available. For Mac-Gray, LaundryView helps the company save and make money through improved machine uptime and increased laundry room usage. Each LaundryView machine tracks its own status and automatically sends out notification when it has failed. A text message is dispatched electronically to a service technician, and within minutes, the service request is added to the technician's to-do list. LaundryView also graphically displays the past two weeks' usage of a laundry room so students can avoid peak usage times, making them (and the laundry rooms) more efficient.

How would you improve this website?

Discussions are underway about two ways to improve the website. First, the team would like to extend this to other platforms such as the iPhone and/or Android, allowing for full functionality on a mobile platform. Second, we would like to incorporate an online user account, allowing parents of college students to "load" funds into a student's account, which is then available on their laundry card, eliminating the need for buckets of quarters. This will also help Mac-Gray reduce the staff required to collect from the machines and associated risk.

See the rest of the list here: http://www.imediaconnection.com/content/26923.asp.

By Diego Vasquez

If you've ever walked into a campus dorm room littered with branded Frisbees, pens and T-shirts, you know that there's very little college kids love more than free stuff.

Delivering that free stuff via a campus tour is a great way for advertisers to connect with this very desirable audience, which has a large amount of discretionary income.

College campus promotional tours have been around for some time, but the number of tours dipped during the recession as advertisers cut their budgets.

This year tours have been ramping up again, though they're more modest than in the past. Instead of hitting 40 or 50 campuses, an advertiser might target 10 or 20.

Tours can take several months to organize, so advertisers interested in a fall tour should start planning now.

To find out how to get your client on a college campus tour, read on.

Amp Agency of Boston said it has added media chores for the U.S. Legal Markets unit of LexisNexis and the Netter Anatomy brand of Elsevier (both owned by Reed Elsevier.)

The shop was selected following a review. The assignment covers traditional and digital strategy, planning and buying. Mediaedge:cia had worked on the assignments before parting with the client late last year.

Work cuts across both digital and traditional media outlets focused on the business/legal market and science/health professionals for more than 25 products under the two divisions (specific media planning/buy for each product).

For Netter, AMP will also handle creative duties. 

Work under both divisions begins breaking this month.

The budget is estimated in the low-seven-figure range.

Karen Macumber, the agency's SVP, Media, said: "Both are prestigious companies with impressive service offerings. We look forward to raising the brand profiles and extending the scope of these companies with a fresh media strategy."

AMP's other clients include Maybelline, U.S. Cellular and Genzyme.

I'm not your typical agency exec. In fact, I never stepped foot into an agency until I started my own. I earned my BA/MA in anthropology and sociology, worked for the original social networks (associations) in the late 80s, and then jumped into the interactive publishing business in 1993. So, perhaps my view on what will make or break today's digital agency is a bit skewed. Or perhaps it is simply unclouded.

In a nutshell, there is far too much focus today on the technology (the "digital") and not enough focus on providing a communications service (the "agency"). And that's a dangerous land for any agency to live in, whether it is pure-play search, social, or a true full-service digital shop.

Let's face it: We are not the technologists -- we have Microsoft, Apple, and MIT Media Lab for that. But we are the communicators and should be focused on what we do best -- the creation and delivery of communication that connects with an audience on a rational and emotional level, ultimately driving revenue for a client.

With that in mind, here are the top five reasons certain digital agencies will fail within the next five years. Click here to download the whole article and read more.

Karen Macumber is SVP, media services, at AMP Agency, an Alloy Media + Marketing company.

Event Marketer magazine today announced the finalists for the 2010 Ex Awards, the only recognition program for experiential marketing. More than 600 entries were once again judged by an all-brand-side faculty. AMP Agency is honored to be named a finalist in the Best Activation of an Entertainment Sponsorship category for our work with Garnier.

The winning entry was for:
Client: Garnier
Project: Sing in the Shower

Winners will be announced live on May 3 in Chicago.

Promo’s Interactive Marketing Awards honors the best and brightest in effective interactive marketing—and recognizes the valuable role that interactive campaigns play in motivating consumer response and creating strong, exciting brands.

AMP Agency received the award for Best Use of Search Engine Marketing, a category that recognizes the top programs that leverage search marketing or search optimization to drive traffic to a brand promotion Web site.

The winning entry was for:
Client: Squaw Valley USA
Project: Squaw Valley 50/60 Pass Paid Search Campaign  

As a winner, the Squaw Valley entry will appear in the June/July issue of Chief Marketer magazine and, in May, be featured in the 2010 Promo Interactive Marketing Awards Online Gala at www.promomagazine.com.

AMP Agency, a full-service experiential and digital marketing agency, has tapped Jamie Graham as VP-creative director. Prior to joining AMP, Mr. Graham spent more than a decade with Arnold Worldwide, Boston, where he served as senior VP-creative director and worked with clients such as Fleet Bank, Purina and Ocean Spray. Previous to that post, he was VP-group creative director at Grey Advertising

In 2009, Vibram (best known as the makers of the "five-finger" running shoe) worked with AMP Agency's integrated media unit, AMP Media, to initiate a campaign that aimed to engage core consumers across relevant online spaces and create a direct dialog with avid trail runners. For Vibram, this campaign represented a marked shift from its previous media strategy and a move into somewhat uncharted territory for the brand -- but a move it was finally ready to make.

Historically, Vibram relied on 100 percent print advertising. After three years of working with AMP Agency, Vibram took the full plunge into the digital pool by investing all 2009 funds online -- and the company currently has no plans to turn back. Through its digital efforts, Vibram was able to effectively leverage the power of the web and, ultimately, make the connection with consumers it was seeking. Click here to download the whole article and read more.

Event Marketer's mission in 2010 is to expose brands to as many industry perspectives as possible, in an effort to help you reboot your event marketing portfolio. As such, in mid-December they executed the absolutely enormous task of assembling more than 30 top event agencies for a roundtable discussion on trends, market shifts and best practices.

Below are a few excerpts from Gary Colen's participation, with the full roundtable conversation accessible here

EM: LET'S TALK SOCIAL MEDIA. WE CAN ALL AGREE THAT IT'S PERVASIVE IN EVENT MARKETING, BUT DO BRANDS ACTUALLY GET IT, OR DO THEY JUST HAVE THE SENSE THEY SHOULD BE DOING SOMETHING IN THE SPACE BECAUSE IT'S THE BRIGHT, SHINY OBJECT?

GARY COLEN, AMP Agency: In experiential marketing, we look at how you create an experience that consumers take with them. And as technology changes, we have to adapt. Social media is much broader than a tactic. But it's a struggle right now, because there is no consistency in it. Most companies we work with don't have a clear-cut proposition for digital, so it's difficult to figure out what they value or how much investment they want to put into it.

EM: WHAT'S YOUR BEST PIECE OF ADVICE FOR CLIENTS IN 2010?

GARY COLEN, AMP Agency: If I was in the client's shoes I'd be making sure I was squeezing every ounce of potential from the people I choose to work with. If I like what they bring to the table for a certain capability, then perhaps they have other skills I may be unaware of that I can leverage.

AMP Agency, a full-service experiential and digital marketing agency, today announced its acquisition of Pixel Bridge, a digital agency focused on strategy, creative services and web development. Effective immediately, Pixel Bridge joins AMP Agency's Boston-based office.

AMP Agency has significantly expanded its breadth of digital services during the past year, with focus on providing innovative and creative solutions leveraging multiple emerging media platforms and strategic services, including paid media, social media and integrated PR. AMP Agency's acquisition of Rock Coast Media in July 2009 grew AMP Agency's search engine marketing, search engine optimization and social media capabilities, rounding out a full suite of digital focused media planning and execution services. Now, the addition of Pixel Bridge business further enhances AMP Agency's comprehensive expertise in creative development and implementation of innovative digital strategies and custom web applications.

"With a media environment innovating at record pace and consumer habits adapting at equal speed, clients should expect the same of its agency partners," commented Gary Colen, CEO, AMP Agency. "The incorporation of Pixel Bridge's varied offerings to the AMP Agency portfolio of services underscores AMP Agency's commitment to the continued innovation of its digital media and marketing capabilities. AMP Agency's multiplatform offerings allow our clients to simultaneously leverage fully unified and tactical expertise within the expansive digital space and further optimize the impact of their online marketing investments."

"We welcome the Pixel Bridge team with great enthusiasm," added Mr. Colen, "and look forward to adding their unique contributions to the opportunities ahead of us."

The acquisition of Pixel Bridge brings to AMP Agency a seasoned team of focused digital marketing executives. Founded in 1999, Pixel Bridge has guided strategic web services for a distinguished list of clients, including the Boston Globe, Mac-Gray Corporation, Thomson Reuters, Comcast, Constant Contact, Harvard, and Krups-Rowenta.

Pixel Bridge's co-founders Scott Stephens, President, and Brian Picolo, CTO, have joined AMP Agency and will continue to lead digital development and design services, working with a wide range of AMP Agency clients, including prominent companies and organizations such as Maybelline New York, U.S. Cellular, Genzyme, and LifeStyles Condoms, a consumer products division of Ansell Healthcare Products, LLC.

"We are thrilled to join AMP Agency, a firm that shares our vision and passion for creating memorable online experiences that positively impact our clients' goals," stated Mr. Stephens. "AMP Agency has built an exemplary group of services that seamlessly combine the critical interactive practices necessary for brands to compete and succeed in this digital age. We are honored to be recognized for our work and look forward both to the synergies this move presents and to the clear benefits our clients will gain."

AMP Agency, a full-service experiential and digital marketing agency, announced today that it has been honored with the "Best Use of Search" Award for the 14th Annual Massachusetts Innovation & Technology Exchange (MITX) Awards. The MITX Awards are the largest and most prestigious awards competition in the country for interactive and web innovations, and celebrates the best creative and technological accomplishments emerging from New England.

AMP Agency received the award for:
Best Use of Search 2009
Client: Squaw Valley USA
Project: Squaw Valley 50/60 Pass Paid Search Campaign

"We are incredibly honored to have received the award in the "Best Use of Search" category", commented Karen Macumber, SVP, Media Services for AMP Agency. "We are very proud of this campaign, and to be recognized for this achievement among an impressive list of nominees is truly testament to the stellar work of our team and our dedication for delivering the most impactful digital focused programs for our clients."

AMP Agency also received nominations for "Best Cross Media Campaign" for client John Hancock for its John Hancock Financial Services Cross Channel Campaign and "Best Use of Search" for client Marriott and Renaissance Caribbean & Mexico Resorts for its Marriott and Renaissance Caribbean & Mexico Resorts Integrated Search Campaign.

The Massachusetts Innovation & Technology Exchange (MITX) hosted more than 1,000 attendees at its 14th annual awards competition held on November 17 at the Boston Marriott Copley Place. Over 100 industry professionals representing various disciplines including creative directors, designers, technologists, online media representatives, investors and business professionals judged entries.

AMP Agency, a full-service experiential marketing agency, today announced its acquisition of the operating assets of Rock Coast Media, Inc., an interactive marketing agency focusing on search engine marketing, search engine optimization and social media strategy. Effective immediately, Rock Coast Media's staff joins AMP Agency's Boston-based office.

AMP Agency's 2008 acquisition of award-winning Fulgent Media Group broadened AMP Agency's breadth of award-winning creative, interactive, integrated PR and experiential marketing services to include digital focused media strategy and planning across emerging media platforms. Now, the addition of Rock Coast Media significantly enhances AMP Agency's comprehensive media offerings with the addition of full search engine and social media marketing capabilities, disciplines that continue to show considerable industry growth and influence as part of effective media strategies.

"The web 2.0 environment is pushing marketers to rethink their digital strategy and they should have the ability to partner with an agency which can provide comprehensive strategic and deployment services under one budget, and optimize against it," commented Gary Colen, CEO, AMP Agency. "With the addition of Rock Coast Media's search offerings, AMP Agency rounds out its integrated social and display advertising solutions, allowing brands to leverage full-scope marketing services alongside innovative technologies to maximize their online investment and extend the impact of campaigns."

The acquisition of Rock Coast Media brings to AMP Agency a full team of seasoned and digitally focused marketing executives, as well as adding a client portfolio which includes strategic guidance and search engine optimization services for such notable companies as Coldwell Banker Real Estate, Princess Cruises, Cunard Line. Rock Coast Media co-founders Stephen Anderson, President, and Joshua Pike, Vice-President, will join AMP Agency and remain in their current roles, directing Search Engine Optimization ("SEO") technology and marketing strategy for a wide range of clients. AMP Agency clients include such notable companies and organizations as Maybelline New York, U.S. Cellular and MASSPORT.

Karen Macumber, SVP of Media Services, AMP Agency offered, "We are excited to have Rock Coast Media, a firm we have worked with and long admired for its innovative thinking and results-driven approach, join AMP Agency. AMP Agency is now uniquely positioned to benefit our clients, with the ability to create and execute a unified and synergistic digital media and PR strategy utilizing the most effective media and peer-driven platforms. Our clients will see measurable returns from our expanded and cohesive offerings."

Stephen Anderson, President of Rock Coast Media, stated, "As the digital space continues to evolve with new ways to reach and engage consumers, search in tandem with social media is proving increasingly important to the overall effectiveness of a marketing campaign. Rock Coast Media's integration into AMP Agency marks an exciting move for our agency as we aim to enhance the process by which clients can achieve maximum performance and value from their media effort."

About AMP Agency
AMP Agency is a full-service marketing agency that combines strategic planning, compelling creative, innovative execution, and measurable results to help our clients' success and marketing dollars exceed the traditional. Whether it's inside the home, out on the road or across the digital space, AMP connects clients with their target audience by designing brand experiences that are built where consumers live, work, shop and play.

PROMO Magazine, an online and print publication serving the marketing professionals at consumer product and service companies, retail chains, internet businesses, marketing agencies and supplier companies, recently listed AMP as #24 of the top 100 promotion agencies in the USA.

The ranking highlights each of the 100 agency's 2008 net revenue, two-year growth, total number of years in the business, and net revenue per employee. The list also includes the top five services the agency offers.

Event Marketer Magazine, which serves the information needs of brand-side event marketers and agency executives across the spectrum of face-to-face media, listed AMP Agency as one of the top 100 Event Agencies in the country. This list does not have assigned numbers for each agency - the agencies are listed alphabetically.

Here's what Event Marketer said about AMP:
Three hundred sixty-five days a year just aren't enough for AMP, which last year activated more than 80 campaigns and 10,000 event days spanning in-market and in-store experiences for clients such as U.S. Cellular, Burt's Bees and Heineken. As if that weren't enough, AMP also moved its interactive group from New York to Boston, acquired Frontline Marketing to reach checkout locations at 8,000 supermarkets and mass merchandisers and then opened a Virginia office dedicated to field marketing.

AMP Agency, a full-service experiential marketing agency, today announced the acquisition of Fulgent Media Group, a full-service media agency providing strategy and placement services with focus across emerging digital media platforms. Named a Hot 100 company and Top 50 Women-Owned Businesses by Entrepreneur Magazine in 2007, Fulgent Media Group's staff joins AMP effective immediately, under the newly named AMP Media Services.

AMP Media enhances AMP Agency's existing media efforts focused on providing clients with effective and progressive advertising solutions and marks an important addition to the agency's breadth of award-winning services offering complete planning and program execution, inclusive of creative message development, interactive/digital production, experiential consumer and retail promotions, and integrated media and PR.

"Fulgent Media brings an impressive group of dynamic and forward-thinking team players with a record of outstanding achievements in the use of new media strategies, and we're proud to have them join our team," commented Gary Colen, CEO of AMP Agency. "AMP Media addresses the growing needs of our clients and with this solid team in place, we're able to best guide our partners amid the evolving media environment through fully integrated tactics that provide measurable campaign benefits."

Fulgent Media brings a team of seasoned marketing executives to AMP and a notable client portfolio that includes strategic guidance and media services for such recognized Boston-based companies and institutions as Genzyme, BostonCoach and Harvard Business School.

"We are honored to be recognized so enthusiastically by AMP Agency and we're equally excited to grow our business and to collaborate with clients through all aspects of the creative process," stated Karen Macumber, President and Founder of Fulgent Media Group. "There's incredible opportunity in the marketplace to leverage new technologies and emerging platforms and we look forward to guiding clients across these growing spaces to build comprehensive programs that will raise their brand and meet their goals."

About AMP Agency
AMP Agency is a full-service marketing agency that combines strategic planning, compelling creative, innovative execution, and measurable results to help our clients' success and marketing dollars exceed the traditional. With a concentration on targeted lifestyle, life-stage and mind-set marketing, AMP Agency makes Brand Experience an integral part of any marketing plan, as well as a lasting memory in the consumer mind.

Close to all American consumers (90%) believe that acting in an environmentally responsible way is important, but feel corporations hold most of the responsibility to implement change over their own personal efforts and are increasingly implementing eco-friendly evaluation into their product purchasing decisions, according to Green AMPlified, a national survey released by AMP Agency, an Alloy Media + Marketing company.

The survey went on to state that over half (53%) of consumers factor a company's social and environmental activities into their purchasing decisions and while overall, consumer's personal actions to protect the environment show minimal sacrifice in terms of changing one's lifestyle, consumers are ready to reward those companies that prove their commitment to the cause. In fact, after learning a company is environmentally friendly, the study found that 57% are likely to trust the company, 60% are likely to purchase its products, and 58% are likely to recommend the company or its products to others.

Passing a consumer's eco-test can garner a brand entry into a shopper's mindset, but the study also found that just being green doesn't mean green at the cash register.

When it comes to purchasing green products over traditional ones, consumers put high demand on marketers with cost acting as the primary factor. When asked how much more (if any) consumers were willing to spend on green products, the results are significant, with over 75% of consumers stating that they were not willing to spend more than 10% to purchase a green product over a traditional choice in almost all of the categories offered.

Product performance also factors into purchase decisions and most consumers are not giving green products a break. In fact, for consumers who consider performance important, it makes all the difference. In all product categories discussed, almost all consumers (90%) stated that a green product must work just as well as or better than a traditional product in order to make the switch.

And while consumers do want to make a difference, they also want it to be convenient. Whether it's the need to conserve as prices at the pump inflate or just ease, 63% are not willing to go more than 10 minutes to act green.

Overall, consumers are expressing they don't expect companies to be perfect, but they need to know that they care as much as they do and are making efforts to improve the state of the world - and can show it.

So, where are consumers getting their cues? At the top, 40% of consumers stated that they learned that a company is environmentally friendly because of its packaging. However, 44% stated that they sometimes, but not often, believe the environmentally friendly claims on product packages. Based on follow up interviews, consumers shared their reasons for feeling skeptical of a company's environmental claims, stating they think they are often unverifiable, overly generalized, or contradictory to other behaviors of the company.

The study found that 40% of consumers are likely to speak out against a company when they learn they are not environmentally friendly. Conversely, earn their trust and they are more likely to spread that positive message to a wide network of family and peers. Close to half (49%) report that family and friends are the #1 trusted source when it comes to purchasing decisions, falling significantly higher than other methods reported such as advertising (31%) and twice as influential as product packaging (26%).

About the Green AMPlified Study
Green AMPlified presents the findings of an online survey conducted among a national probability sample of 3,200 respondents of men and women between the ages of 18 and 49. The survey was designed to capture the opinions, beliefs, and perceptions of individuals in terms of their relationship with the Green Movement. This survey was completed during the period of April 17, 2008, and April 25, 2008, and was followed up with in-depth qualitative research, including shopping logs and respondent videos. The margin of error for a sample size of 3,200 is +/-1.73 percentage points, based on the principles of probability sampling theory. This survey follows industry best practices but, like all online surveys, does not strictly adhere to pure probability sampling methods.