To marketers everywhere, it feels like TikTok has been an ever-present part of our social media strategies. Why wouldn’t it be? The platform has not only revolutionized the way audiences consume content, but it has completely overhauled how social media keeps consumers engaged. At Hiebing, we’ve talked about how TikTok has had a lasting impact on how we connect or search for things on the internet–and while this platform has provided a competitive edge for brands who embraced it, there are plenty of risks to mitigate surrounding the turmoil of their business operations.

For decades, linear TV, also known as traditional broadcast TV, has been the cornerstone of video advertising. Historically, brands attempting to remain competitive in their categories allocated substantial portions of their marketing budgets to linear TV — especially during events with massive reach like the Super Bowl. However, the digital revolution has dramatically altered this landscape. Streaming services and smart TVs have upended traditional advertising models, creating a fragmented marketplace. This revolution has changed how audiences consume content and ushered in the rise of connected TV (CTV) and over-the-top (OTT) strategies.

When we began our journey into exploring the fundamentals of AI , we knew that artificial intelligence was already revolutionizing the field of marketing and transforming the way businesses engaged with their audiences. Artificial intelligence continues to evolve and innovate the ways we can combine prose and data into dynamic storytelling. From the visual allure of images to the persuasive power of language, AI technologies like multimodal models (MMMs) and large language models (LLMs) are broadening the capabilities of AI and shaking up the marketing world. As marketers, we’re interested in ways brands and their agency partners can leverage both tech advances into impactful marketing campaigns. So, which AI model is the right fit for your marketing mix? Let’s find out.

We are privileged to call two amazing communities—Madison and Austin—our homes. In 2023, we continued our work with six commendable nonprofit organizations in these communities that inspire and move us to make a meaningful impact in the world. Our fourth annual Impact Report showcases the collaborations that give our team the opportunity to help shift the world around us.

When Roman Hiebing founded our agency in 1981, it was with a clear vision that a high bar for excellence and “we before me” collaboration would lead to great work. Nestled on the corner of Toomey and Sterzing, just steps away from the iconic Zilker Park, that vision shines brighter than ever before with the opening of our permanent home in Austin. And what better way to pay homage to Austin’s rich, unique heritage than with a stunning, one-of-a-kind neon sign crafted by none other than local artist and icon – Evan Voyles.

Established in Madison, Wisconsin, by Roman Hiebing in 1981, we were built on the foundational pillars of curiosity, excellence and a “we before me” ethos. Easy to say, yet hard to achieve, we live those ideals daily, as our organization crafts meaningful and memorable stories that move the needle for each client we serve. A decade ago, recognizing the vibrant energy and kindred spirit Austin shares with our beloved Madison, we embarked on a journey to extend our presence beyond the Dairyland into the great Lonestar State.

A unique intersection of eccentric vibes and the most delicious Tex-Mex, Chuy’s, a beloved brand throughout Texas and 16 other states, was on a mission to build brand awareness in underserved markets. But how to introduce the one-of-a-kind experience you can only find at Chuy’s? With cheeky, irreverent and playful concepts that complement the fun-loving energy you’ll find while savoring their heaven-sent handmade tortillas and signature sauces made from scratch. Enter Talkin’ Tex-Mex , a video campaign series highlighting conversations between food items that mirror conversations had by guests around any Chuy’s table.

Every year, SXSW is a convergence of ideas, trends and a lens from which to view and snapshot the state of the world. This year was no different, with prevailing themes centered around an evolving marketing landscape due to AI and a collective yearning for positivity, connection and purpose–both for brands and their audiences, as well as the workplace at large. Below we’ve curated the top 5 takeaways our team took home from SXSW.

When we began our proprietary research journey into Elder Gen Z in 2019, these digital natives were on the precipice of making their way onto the world stage. As we begin 2024, this dynamic cohort has not only stepped into today’s cultural landscape – they’re shaping it. Elder Z’s lifestyle began powered by a strong online presence, and while digital channels are still significant parts of their daily social interactions – we wanted to explore how they spend their hours beyond their digital world.

Navigating the ever-evolving marketing terrain can feel like one giant Agatha Christie novel – plot twists around every bend. There is a key to unlocking the mysteries behind consumers’ dynamic behaviors, however, that can empower brands and solve the case: data. Like modern-day sleuths, harnessing insights from data can align brand messaging, piece together the strategy puzzle and connect target audiences with brands they love on a more personal level.

This isn’t your average recap. It’s a montage of some of our team’s favorite moments of the productions we worked on in 2023. Each frame is a powerhouse, a testament to the “we before me” work we do at Hiebing, everyday.

2023 is the year that brought us into uncharted waters with the skyrocket of Generative AI, an increased demand for Phygital strategies – and it even brought us the marketing phenomenon known as Barbenheimer. In a world that never stands still, here are the top 3 topics that remained top of mind in 2023.