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.

An anvil is a critical forging tool used to create a new element – which is why it’s a fitting title for PRSA’S most prestigious award. We are beyond thrilled to accept the PRSA Silver Anvil for Integrated Communications award for the “From Wisconsin With Love” brand activation tour for Culver’s.     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.      Whether it was discovering that first delicious bite of a cheese curd, a sample of creamy Fresh Frozen Custard or playing on an interactive display brimming with Wisconsin fun facts right next to a cheese sculpture resembling the visited city – every guest was welcomed to delicious with a big Midwest hello.     Successfully orchestrating a cross-country tour was an extremely intense task that was only possible with a strong partnership between our entire agency and our partners at Culver’s. Receiving this incredible national recognition serves as a humbling acknowledgement of the power of collaboration and innovation between client and agency partners.

The rumbling of the bleachers, the blinding stadium lights and thousands of fans draped in their school colors – the anticipation of the game is electric. What is it about college sports that inspires such excitement? The answer is easy: the athletes on the rise.     For decades, the NCAA enforced strict amateur status rules that rendered student athletes ineligible to receive paid endorsements for their name, image and likeness while on an athletic scholarship. In 2019, a movement to help student athletes monetize their fame without risking their eligibility began. After a long legal battle that culminated with a ruling from the Supreme Court, student athletes were granted access to monetization of their Name, Image and Likeness – NIL for short – in 2021.   With the unprecedented nature of the newly implemented NIL laws, communities of alumni, donors and local citizens began to form collectives. These collectives are school-specific, independent groups that pool together money and resources to bring paid endorsement opportunities, educational support and personal branding best practices to these athletes on and off the field.     True to their Badger mascot nature, the UW-Madison community rallied and got right to work – creating the first and only donor- and alumni-led NIL collective serving Wisconsin Badger student-athletes: The Varsity Collective Charitable Fund, Inc. – better known as The Varsity Collective (TVC).      The newly formed Varsity Collective had to get the word out about their mission – and they had to do so in uncharted territory. We set out to solidify TVC’s arrival to the Wisconsin Badger community – and the collegiate athletics landscape at large – with a power-packed sports press conference.

After a six-month RFP process, we are excited to announce a partnership as the new agency of record for the global powerhouse Illinois Tool Works (ITW) Welding. Hiebing will support ITW Welding’s industrial and commercial divisions and central marketing team through marketing planning, research, creative, public relations, social media, content creation, media planning and buying, measurement and more.

For those of us who hear the term “artificial intelligence” and are immediately on guard for Skynet and their Terminator shenanigans – don’t worry. Terminators aren’t real… yet.

Chef and TV personality Andrew Zimmern knows delicious – so it only made sense that he was a fan of Culver’s ButterBurgers and creamy Fresh Frozen Custard. As good Midwestern neighbors, we invited him to get a true taste of Wisconsin, right where it all started. Here’s how it went.

Sparks are flying. The creative is right. The storytelling is succinct. The team is genuinely excited to power your brand voice. You know exactly what you want to do: swipe right. Much like being in the dating game, when you find that right marketing partner to help you achieve your business objectives, you just know.

Every year, the SXSW conference brims with insights from creative minds, innovative entrepreneurs and forward-thinking leaders from around the world who dig into topics and trends relative to the rapidly evolving global landscape. This year’s presenters inspired, informed and entertained a handful of Hiebingites. Whether you’re a seasoned SXSW veteran or a curious newcomer — we’ve gathered a little bit of everything from the conference. Here they are, our 2023 SXSW takeaways.

2022 may already feel like a lifetime ago, but we can’t say our last sayonara before celebrating the special partnerships that inspired us last year. We’re so grateful to our clients for trusting us to move their brands forward. Each year, our work with them fuels our curiosity, ignites our passion for excellence – and powers our ability to drive change in the communities we call home. In our third annual Hiebing Impact Report, we highlight some of the collaborations that gave our team the opportunity to help shift the world around us. We’re so honored to share this report with you.