TikTok started off as a Gen Z social space to connect and create with trendy dances and funny voiceovers. However, during the COVID-19 outbreak, TikTok gained booming popularity across generations. What began as a “quarantine” type of fad has quickly become a cultural staple and marketing essential.

MADISON, WI—June 15, 2021— The Wisconsin Lottery awarded their Lottery Product Information Advertising Services contract to Hiebing, Madison’s largest marketing agency, beginning July 1. Hiebing is proud to partner with Wisconsin Lottery to drive their responsible gaming advertising initiative as well as creative media planning and buying, sports advertising and sponsorship and more. All this work aims to achieve the greatest possible property tax relief for Wisconsin homeowners.

Culver’s Pretzel Bites made their mark the moment they appeared as a limited-time menu item, quickly becoming a fan favorite. Beyond the impressive year-over-year sales increases, there was also a constant outpouring of love for these crispy, salty, dunk-able snacks whenever they were on the menu, as well as when they weren’t.

2020 will go down in history for a lot of reasons – some we’ll want to remember, most we’ll want to forget. But in a year unlike any other, our clients made it possible for us to continue a four-decade streak of giving back to our communities. Our agency was privileged to produce results-driving work for 10 difference-making organizations, and we wanted to share some of the inspiration with you.

As grassroots movements for racial and social justice swept the nation in 2020, individuals and organizations alike were forced to have tough, long-overdue conversations about systemic racism. We at Hiebing were no different.

For most of the decade, millennials guided restaurant trends, with avocado toast and artisanal coffee becoming staples of their generational diet. But as Gen Z ages and their appetites evolve, brands need to be looking ahead at what influences these future mealtime champions.

There’s an adage that says those who don’t look ahead remain behind. Looking to the future and planning for it is what makes it possible to seize great opportunities, especially in the realms of marketing and finance, which, as it turns out, are intricately linked.

Our agency recently conducted nationwide research to learn more about Elder Z, the upper half of Gen Z (ages 16-22, born 1998-2004). We chose to do this for a couple of reasons: 1) This group is quickly gaining momentum and becoming a force in the marketplace, and 2) We know so little about them compared to their generational predecessors, the millennials.

The ultimate goal of research is to increase understanding and unearth insights. For marketers, those takeaways serve as the bedrock for marketing strategies and the creative work that stems from them.