Upshot launched Generator, a web-based Digital Asset Management (DAM) system geared toward both consumer-focused and B2B marketing organizations.

Upshot is taking a different angle on the world of DAM with a solution coupled with agency services, including dedicated Asset Librarians, Production Design and Graphics Specialists. “There are a lot of great DAM systems out there,” noted David Albert, SVP Digital Products, “but most organizations don’t have the specialized resources needed to effectively manage their ever-increasing marketing assets in a way that will improve efficiency and boost ROI. Our approach is to give marketers a platform for DAM, coupled with services they can use as needed to help increase productivity.”

With most organizations being inundated with the explosion of additional marketing channels such as social media, Upshot believes this integrated approach removes another headache from already overwhelmed marketing and IT staffs.

“Nowadays, marketers can’t rely on disparate sources to track and manage their assets,” continued Albert. “They’re being tasked to provide images, videos, logos and creative files to numerous vendors, partners, media outlets and, in some cases, even customers who help them spread their brand message. Generator ensures these assets are properly routed and organized, giving the right people the right access and marketers peace of mind.”

Upshot clients include Crown Imports, Disney Vacation Club, Kraft Foods, Hilton Worldwide, New Balance, P&G, Subway and Post. For more information about Generator visit upshotgenerator.com

A retail promotion developed by Upshot encourages consumers to find prosperity in the Year of the Dragon and to celebrate the Chinese New Year right with Tsingtao–the number one Chinese beer in the United States. On-premise and off-premise point-of-sale features bold dragon graphics on an expandable two-sided display screen, eye-catching display topper, premium Chinese lanterns and authentic Chinese scroll calendars.

Upshot is pleased to participate in Google’s Shopper Marketing Agency Council. The group is comprised of leading shopper marketing agencies with a goal to advance understanding of how online and offline behavior drives purchase consideration and decision-making, and to overcome the challenges related to communicating this transformation. Read the full article here: http://adwordsagency.blogspot.com/2011/12/new-agency-council-for-new-kind-of.html

Chicago, Illinois, December 20, 2011—New Balance has hired Upshot as their retail creative agency with responsibility for  out-of-store and in-store communications for the network of New Balance licensed stores in the U.S./North America, as well as in-store creative for New Balance’s wholesale customers.

“Our purpose as an agency is to inspire action,” said Brian Kristofek, President & CEO of Upshot, “New Balance allows us to stretch that purpose beyond marketing to promoting active lifestyles. We’re confident we can continue and build on their growth momentum by inspiring consumers through our work.”

“The Upshot team has a strong commitment to consumer engagement both inside and outside retail environments, making them a perfect fit to partner with New Balance,” said Kevin Tripp, New Balance Senior Manager of Channel Marketing. “We’re looking forward to working with them to take our retail marketing to the next level.”

All 157 licensed New Balance stores in North America are independently owned and operated.

Upshot has released its trends report for 2012. The report provides ten relevant, actionable marketing trends that will inspire consumers, shoppers, and business people to act in 2012. The report is available for download at http://j.mp/upshot2012.

“As many Americans continue to take a pragmatic and empowered approach to persistent economic uncertainty, brands will need to embrace new roles, capitalize on emerging opportunities to connect, and orchestrate a truly integrated approach to establishing relationships with their consumers,” said Liz Aviles, Upshot Vice President of Market Intelligence. “Smart and nimble marketers will recognize that the velocity of change in today’s marketplace actually creates new opportunities for brands to distinguish themselves with a savvier, connected consumer.”

Upshot’s trends for 2012 are diverse thought-starters that apply to just about any brand or industry, giving marketers a guide to help them remain on the cutting edge—or, better yet, redefine that edge—throughout the course of the year.  Produced by Upshot’s Planning Department and Market Intelligence Group, the Source, the report cites examples of marketers already putting these trends into action, as well as implications for marketers who are ready to immediately implement these insights. Here is a quick look at Upshot’s 10 trends for 2012.

Guruism. Will your brand be the go-to guide on a given topic?

Collective Curation. Credible brands can become hubs for Collective Curation, bringing a focused theme to life through the voices of others.

Anarchy in the Aisle. The Path to Purchase is dead. Long live the Path to Purchase.

Mindfulness over Matter. Situated between a tumultuous past and an uncertain future, consumers are increasingly finding solace in the present moment.

Seamless Tech. Technology-enhanced marketing will increasingly provide seamless, simple experiences.

Gender Bender. Between better-educated women, drastic household changes, and shifting collar colors in the workplace, traditional gender roles are fast becoming relics.

Cause with Effect. With the lingering threat of a “cause bubble,” cause marketing must increasingly focus on making relevant, visible, and inspiring impacts.

World of Wellness: Brands must reevaluate their roles in the diverse wellness ecosystem, ensuring that they’re contributing to a better quality of life for consumers.

Recession Rejection. Shoppers are on a quest for control. And when they set their sights on smaller, more personal spheres, they’re optimistic about their prospects.

Hack My Brand. Marketers are embracing benevolent hacking for innovative, entertaining, and practical solutions.

“We found that our 2012 trends ultimately coalesced around three pervasive macro-social issues: managing information, living in harmony with technology, and reasserting control,” said Upshot Senior Planner, Brian Asner. “Whereas our previous trend reports have focused mostly on seismic shifts in consumer sentiments, this year’s ten trends are primarily reactions to the exogenous, fast-changing social forces in the world around them.”

Though temperatures have been mild in Chicago, Corona Extra and Corona Light consumers were encouraged to Flip Winter—to the Corona side—with an in-bar promotion developed by Upshot. Activation tools in bars including table tents, pennant strings, “spin coasters,” apparel and drink buckets kept the Corona fun-in-the-sun mindset prominent through the colder weather.

With men doing more cooking and shopping for the household, Upshot, a Chicago-based marketing agency, conducted an exploratory survey to understand the reasons behind the rising trend of domesticated dads. It’s more than a culture shift. It’s an emotional choice.

Dads are cooking more to spend quality time with their families and to “feel” good about it. Marketers can count on this new type of epicurean dad to develop into a long-standing demographic that will only continue to grow. Find out the whys and hows of this emerging trend in a visual nutshell: Shopping Pops with Chopping Blocks (Infographic) at http://theawesomeblog.net/2011/11/shopping-pops-with-chopping-blocks-infographic/.

“Traditional grocery shopper marketing efforts have focused on moms and playing up an ignorant or ‘dumb dad’ stereotype,” said Liz Aviles, Upshot’s Vice President of Market Intelligence. “But societal changes and a shift in gender roles in the home are making it essential for brands to keep up with a growing demographic of men who are actively involved in feeding their families.”

For more information on this thought-provoking research from Upshot’s Planning and Market Intelligence teams, please download the white paper at http://www.upshot.net/wp-content/uploads/2011/11/Upshot_DadsCooking_WP.pdf.

Upshot was named the number 6 Top Small Workplace in Chicago by the Chicago Tribune, up two spots from 2010’s 8^th place ranking. The Tribune credits companies on the list as having “dynamic, supportive and inclusive cultures,” with teamwork being noted as an integral part of a company’s success. The yearly list of large, medium and small workplaces is determined by a nomination process and an anonymous employee survey. A full list of winners can be found here.

Upshot cleaned house with six awards and five honorable mentions from this year’s Marcom Awards. The agency won Platinum awards for Corona Win a Beach Getaway program (Ads/Point of Purchase), Hilton Worldwide Owners Access Program (Direct Mail/Other) and Ruffino (Ads/Bench/Shelter/Mass Transit); and Gold awards for Access Group (Brochure/Business to Business), Hilton “Light the Way” (Marketing/Promotion Campaign/Special Event) and Vocalpoint “Bill My Parents” (Microsite). Honorable mentions were awarded to Hilton Scout (Employee Publication/Internal Communication), Surf Pacifico (Mobile App), Tsingtao Chinese New Year (Mobile App), Trust Your Heart to Omron (Microsite) and Vocalpoint Craftsman (Microsite). See the complete list of winners here.

Upshot was ranked #24 on the Great Place to Work® Rankings: 2011 Best Small & Medium Workplaces Presented by Entrepreneur®. This marks Upshot’s first national recognition among a slew of local and statewide honors for cultivating an exceptional workplace culture.

Upshot was selected among hundreds of companies—across numerous industries—vying for a place on the top 50 list of Small (50–250 employees) and Medium (251–999 employees) Workplaces in America. Companies opted to participate in the selection process, inclusive of an employee survey and an in-depth questionnaire about their programs and company practices. Great Place to Work® then evaluated each application using its unique methodology based on five dimensions: credibility, respect, fairness, pride and camaraderie.

“We are honored to be ranked on the 2011 50 Best Small & Medium Workplaces,” said Brian Kristofek, Upshot President & CEO. “Walking through the doors of Upshot every day and feeling the positive mojo of a great culture and happy, engaged people is very motivating. You feel it immediately, that sense of something exceptional happening here.”

More information on the 2011 rankings can be found at www.entrepreneur.com/greatplaces.