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.

The excitement of a new year elicits pondering the possibilities and challenges that lie ahead. In the ever-evolving realm of marketing, we rely on trends, data and instinct to predict what the next year of marketing holds. With curiosity at the helm of the momentum we create year-round for our clients, our Hiebing experts explored what trends could power the possible or present an obstacle for brands in 2024. Here’s what they found.

The From Wisconsin With Love tour was more than a food truck – it was a love letter on four wheels to loyal guests and an opportunity to create new fans along the way. Guests in 17 cities across 14 different states were able to experience the sights and sounds of Wisconsin’s small-town hospitality that Culver’s proudly serves up at every interaction.

Not only is the term “Yes, And” a pillar of improvisational genius and one of our agency’s founding principles, it’s also inspiration to build great prompts to make the most of generative AI. While generative AI is a tool to make life easier for marketers of every kind, the output is still only as good as the input you provide it – and the ability of the people wielding it to turn the results into market share momentum.     By embracing the philosophy of “Yes, And,” marketers can approach crafting generative AI prompts for writing with a delicate balance of curiosity and strategy. This can build upon ideas that will lead to more effective and engaging AI-generated content. Here’s how marketers can apply the “Yes, And” concept to generate better results from their interactions with AI.

There is no denying we live in a digital world. In the realm of marketing, digital interactions have become a main source for brands to cultivate a community and build a legion of brand loyalists. Creating points of connection relies on highlighting what your target has in common with your brand – and can foster an engagement cycle that makes them feel . But, doing that just online misses the opportunity for those special interactions that you simply can’t get over a screen.

Unless you’ve been living under a rock, you know that two highly anticipated summer movies, Barbie and Oppenheimer, were released on the same day: July 21, 2023. While the release date may have been coincidental, the strategies behind their marketing campaign was no accident.

Carefully crafting the right marketing talent mix takes finesse – much like stirring up the perfect cocktail. Just as a mixologist understands the importance of choosing the right ingredients and striking a balance between flavors, marketing teams – both in-house departments and external agencies – are tasked with skillfully blending their talents to create marketing momentum.