Why did NewCo change its name?

Posted by David Zaleski in Creative Best Practices Opinions on November 21st, 2014 at 1:21 pm

You might remember last year that OpenCo was the hottest event in many major cities -- especially for marketers. It's a tremendous experience in which companies grant the public a first-hand look into the underbelly of their brand cultures and operations. This year we learned that OpenCo was returning as NewCo, prompting many people to ask: Why the re-branding?

It turns out that this name change is less of a traditional re-branding and more of a re-alignment toward the organization's core mission. The idea behind  the initial OpenCo name, according to co-founder and chair John Battelle, was that it reflected the spirit of the experience in a literal way. Companies opened their doors and  let people inside some of the world's hottest businesses.

Since its launch, OpenCo has grown up, and while the core essence of the event is still as strong as ever, it now requires a less on-the-nose title to represent what it truly offers. The name was changed to represent how extensive, groundbreaking, and unique the companies changing the world truly are. NewCo also represents a double entendre, as many new companies that don't have formal names often call themselves "NewCos" as placeholders. Overall, this name change better...

How a disruptive beauty brand is making its mark

Posted by Betsy Farber in Opinions on November 21st, 2014 at 1:02 pm

If you're a brand looking to make a dent in a crowded marketplace, separating yourself from the competition is a good place to start. And that's exactly what founder Gregg Renfrew set out to do when she founded Beautycounter in March 2013.

As part of the first-ever NewCo LA event, Beautycounter hosted a presentation at its Santa Monica headquarters, and the chic yet cozy vibe seems to be a reflection of the brand itself. Its head of marketing, Tracy Crane, speaking on behalf of Renfrew, said that the company has created "unparalleled transparency and safety in the personal care industry."

Although the cosmetics and personal care industry sees $80 billion in global annual sales, it still remains a highly unregulated business in the U.S. in terms of what kind of ingredients are put into products. As an entrepreneur, Renfrew saw and jumped on the opportunity to create a skincare line that she felt safe using herself as well as for her children. The brand consists of body, hair, and skincare for men, women, and children as well as a cosmetics line -- a little something for everyone. To maintain...

4 Reasons Why You Should Update Your iOS Devices

Posted by Anna Johansson in Creative Best Practices on November 21st, 2014 at 12:37 pm

Apple's recent iOS 8 and OS X Yosemite releases for mobile devices and Mac computer ushered in a new era of tech integration. Companies and individual consumers that rely on Apple technology are discovering that their tech ecosystem is becoming even closer, with wireless continuity and workflows. However, there a number of digital threats have also surfaced online, targeting Apple technologies exclusively. As malware and vulnerabilities become a bigger concern for iOS and OS X users, IT professionals have to keep an eye out for system updates that address these threats. Here are four reasons why iOS updates are particularly crucial at this point in time.

OS X Yosemite Compatibility

A significant portion of OS X Yosemite's features hinge on devices that have iOS 8 loaded onto them. One of the most significant feature categories is Continuity, which allows you to make phone calls from your Mac via your iPhone. You can also begin notes, emails, and documents on your mobile devices, and then pick these tasks up later on your Mac. These features are only available to users who have both OS X Yosemite and iOS 8 on their computers and devices.

Instant Hotspot is another...

Co-working: A new way to do business

Posted by Agata Smieciuszewski in Opinions on November 21st, 2014 at 12:21 pm

If you  have the flexibility of working outside a normal office environment, you have several options. You could create a home office, work from coffeeshops, or you could become a member of a co-working space.

One such space is Maker City LA in downtown Los Angeles on Nov. 19, a creative and collaborative workspace designed for a variety of different businesses and individuals. On a tour during this year's NewCo event, I got a sneak peak into what kind of businesses utilize this approach and the benefits of being part of the community.

For a membership fee, you get the space, equipment, conference rooms, lockers, creative collaboration, and more that you don't have in your studio apartment.

There's a media lab with a broadcast and podcast studio available for renting. Members get special discounts or packages built into their membership for use of this space.

One of the tenants, Illuminode creates wearable and interactive LED technology for fashion, entertainment, or private buyers.

Another tenant,...

How Omaze changed the charity game

Posted by Agata Smieciuszewski in Opinions on November 21st, 2014 at 11:57 am

A charity auction is not a new concept, but what about a way for anybody to win an experience of a lifetime for a small donation price?

That's the concept behind Omaze, a website that offers unique celebrity experiences for a lucky winner with people like Arnold Schwarzenegger, the cast of "Breaking Bad", and much more in exchange for a small donation to a charity. Ryan Cummins and Matt Pohlson, the co-founders of Omaze, spoke about their story at the NewCo event in Los Angeles on Nov. 19 and shared a bit about what they've learned.

Clear call to action

Omaze makes videos to let the audience know what to expect from the experience, and although they do need to be compelling and fun to watch, the most important thing is to give the viewer a clear call to action. In the case of this experience with Matt Damon and Ben Affleck, it's these buttons encouraging people to follow through and read more about the experience, the cause, and how to get involved.

Entertain, then inform

Each campaign is focused on...