Marketing has changed more in the last two years than it has in the past 50.”

- John Simpson, One North

When Adobe surveyed 1,000 marketers in 2013, 76 percent of respondents agreed with this statement. During his opening presentation at the One North Experience Lab, Co-Founder and CEO John Simpson reflected on this period of transformative change we’ve witnessed. He looked back even further to his memories from several decades ago: his trusty Sony Discman he carried with him everywhere. The visits to the corner video rental store and the $250 they charged you if you lost or damaged one of those VHS tapes. That trip to Circuit City with his college roommates to buy one of those ubiquitous dorm-room refrigerators.  

Just as these practices have grown obsolete, so too have many of the B2B assumptions we’ve grown up with. John challenged ExLab attendees to REIMAGINE MARKETING and move beyond some of these outdated assumptions. How is the marketing landscape changing? What are the challenges facing B2B marketers today? Most importantly, how can we think differently in order to keep up?

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Happy New Year! New Year, new month…new “Best of” Post! Check out what we’ve been circulating and discussing over the past month:

Everybody Scrolls.
In a tweet series entitled, There is No Fold, noted web thought leader Luke Wroblewski points to several studies to illustrate the end of the fold, one of which is Everybody Scrolls. This article provides some insight into general scroll habits as well as ideas for visual cues to help encourage scrolling.

“Designers should choose cues for scrolling based on the content, the business category and the overall design. Does the content feature block text, images or video?…All of these variables will affect the optimum placement and effectiveness of scrolling cues.”

- Rebecca Gordon, Huge

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Forget the Funnel. Enter the Loop.

Wednesday, January 28th

10 AM – 11 AM, CST / 11 AM – 12 PM, EST

Learn how the world of marketing is evolving for B2B organizations in our #1NWebinar featuring CEO and One North founder, John Simpson, and Managing Director of Strategy, Kalev Peekna. We’ll see how a continuous process of listening, responding, adjusting and measuring – The Relationship Cycle – should take place across all digital channels. We’ll explore how technology has also evolved, and how the new realities it’s created, coupled with a new framework for relationship development, should influence and affect your company’s digital strategy.


Meet Our Speakers:

John Simpson

John Simpson is one of One North Interactive’s founders and serves as the Chief Executive Officer. His responsibilities to One North include his role as a thought leader – bringing the most innovative and forward-thinking approaches to craft digital experiences for our clients; as a practitioner, assisting in the production and management of our extra-ordinary experiences; and as a prospector, promoting the One North business and building relationships with current and new clients.

Kalev Peekna

As the Managing Director of Strategy, Kalev and his team define digital marketing strategies and design interactive experiences for complex, relationship-based organizations. Balancing user needs with commercial aims, his team works with clients on user research, brand positioning, content strategy, information architecture and user-experience of professional websites and other interactive properties.

Congrats Debevoise & Plimpton LLP on the launch of your new website!
www.debevoise.com #1NLaunches


Congrats @WestMonroe on the launch of your new careers site!
www.acceptthechallenge.com #1NLaunches



There are only a couple more weeks left in 2014. Between the shopping, the holiday parties – there’s so much to occupy your time. I always have to remind myself that it is equally as important to buy my daughters Frozen dolls as it is to sign those end-of-year contracts and wrap up outstanding projects. And, of course, we can’t forget the ever important 2015 planning!

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Thanksgiving over already!? As the nights grow longer and the winds blow colder, we move into December. But first! Some highlights from across the interwebs over the month of November.

Horror Vacui

This article discusses the importance – to both value perception and usability – of avoiding clutter in digital design.

“There’s a concept in visual art called horror vacui, or ‘fear of empty spaces.’ It’s the natural tendency of humans to fill empty spaces with stuff…Humans have the same tendency when it comes to visual design.”

- Lukas Mathis, ignorethecode.net

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InReviewBattleLinkedIn_Dec 2014

Last week, I presented a #1NWebinar, Battle LinkedIn: Law Firms vs. Consulting Firms. I took an in-depth look at LinkedIn and how top consulting firms and law firms are using this increasingly powerful social platform.

CMO.com writes of LinkedIn, “Its importance can’t be denied—especially for B2B.” I couldn’t agree more. Virtually all of the professional services firms we work with have a presence on LinkedIn, and it has grown to become one of—if not the—most important social media platform for professionals.

In comparing how these firms utilize their company profiles, company posts, groups and the maintenance of their leaderships’ profiles, I was able to find correlations between LinkedIn presence, follower activity and engagement. I also learned which of these dimensions makes the biggest difference. But, first, let’s see how the battle turned out.

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A few weeks ago, more than 60 marketers and technologists from 36 leading professional services organizations joined us in Chicago for the 3rd annual One North Experience Lab. This year, the theme was Reimagine Marketing. Over the course of two days, we challenged attendees to take inspiration from the past and mix it with the present to develop agile marketing strategies for the future. To read the experience of one ExLab attendee, check out this post.

Find a short description of each session below, along with a link to watch the presentations and download the presentation slides:

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The One North Experience Lab is a different kind of event, but I suppose that’s to be expected since One North is a different kind of agency. One North is an independent agency with an innovative and inspired nature that is reflected in their brand, their thinking and their work.

Bright and memorable personalities are abundant among the folks at One North, and together they have designed an approach to interactive marketing that’s theirs and theirs alone. The Experience Lab brings this distinctive approach to life in the form of 14 presentations delivered over one and a half days. As each presenter took the floor, you could see how he or she contributes a vital component of an overall campaign.

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