Posted September 20, 2012
Brunner Expands BHiveLab Think Tank Collaboration
Pittsburgh – September 20, 2012 – Independent, full-service advertising agency, Brunner (www.brunnerworks.com) today announced the expansion of its innovation lab, BHiveLab (www.BHiveLab.com). Brunner originally launched BHiveLab in 2011 as a think tank collaboration of creative technologists dedicated to finding innovative ways for the agency’s clients to engage on-the-go consumers. With the recent addition of new talent and the creation of new strategic partnerships, BHiveLab is opening up opportunities for clients outside of Brunner’s current roster.
“It’s been very exciting to see the innovative work coming out of BHiveLab during the past year,” said Brunner President Scott Morgan. “We have helped several clients, including Cub Cadet and DeVry University, find unique and compelling ways to use technology to engage their target consumers. With the addition of new talent and resources, we are ready to tackle more challenges from more clients.”
BHiveLab helped DeVry University recruiters improve their level of engagement with high school students during classroom presentations with an iPad-based presentation system capable of sending custom content to each student’s individual device based on real-time skill and interest assessments. And, the team helped make Cub Cadet sales presentations more impactful with a tool that better showcases the client’s products through visual recognition and augmented reality technology.
During the past year, Brunner doubled the size of the BHiveLab team, including adding two industry creative veterans specializing in digital (http://brunnerworks.com/news/active-news/brunner-expands-digital-creative-team.aspx). In addition to offering core digital services, BHiveLab supports clients with expertise in a broad range of technologies, including near field communications, Microsoft Kinect, responsive Web design, and augmented reality.
BHiveLab tackles business challenges in a competitive environment. Monthly Swarms, or timed innovation competitions, pit teams against each other to develop the most inventive, dynamic solution around a consumer trend, category challenge, or emerging technology. Shortly after the launch of BHiveLab last year, the group introduced the TailgateChamp app, an idea that came out of a Swarm based on using game dynamics and persuasive technology to change consumer behavior. The app was released to great reviews in publications, such as The New York Times, Business Insider, and Tailgate Monthly.
To stay on the forefront of technology, BHiveLab has partnered with cutting-edge technology companies, as well as forged deeper relationships with existing partners, such as Microsoft, Google, and a variety of RFID and augmented reality firms.
“Marketers not only have to keep pace with changing technology, but they also have to be innovative with the way they use it to engage consumers and solve business problems,” said Rick Gardinier, Chief Digital Officer. “We see it as our job to make sure our clients are prepared to effectively apply new technology when it goes mainstream. That’s what BHiveLab is all about.”
For more information on BHiveLab or to be part of an upcoming Swarm, visit http://www.bhivelab.com/.
Brunner (www.brunnerworks.com) is a $220 million independent advertising agency with more than 200 employees in offices in Pittsburgh and Atlanta. The agency provides a broad range of services, including brand strategy, research and planning, advertising, digital, public relations, direct and social media, as well as high-volume, quick turnaround print, digital and video production services through B*WORKS. Additionally, Brunner operates BHiveLab (www.bhivelab.com), a fully functioning innovation lab dedicated to finding creative ways to use technology and emerging media to engage the on-the-go consumer. The agency’s three units serve a wide variety of leading consumer and business-to-business brands, such as Bob Evans, the Cub Cadet brand of outdoor power equipment, CONSOL Energy, Eaton Vehicle Group, multiple GlaxoSmithKline brands, GNC, Heinz, Huffy, Philips Healthcare, PPG Industries and YellaWood pressure treated lumber.