A first-impression of our agency - EVB. www.evb.com

1. evb.com
EVOLUTION BUREAU
AN INTRODUCTION
Prepared by:
SHANE GINSBERG | PRESIDENT
SHANE@EVB.COM
650-281-7293

2. THANK YOUTHANK YOU
THANK YOU FOR TAKING THE TIME TO LEARN MORE ABOUT US.
At EVB, we’re huge advocates for the power of digital and social media to connect with new
consumers, impact a brand and change culture.
!
Today we believe that tomorrow’s brands will be built and reinforced within the realm of
digital, mobile and social networks. Today more than ever, marketing should be designed
around a social idea that draws people in and allows them to participate with the brand.
We believe that the most believable stories are told by people, not brands (It has actually
been proven that consumers trust the words of strangers over the claims of corporations.)
Our agency’s approach is to give our fans and influencers the message, content and desire to
spread our ideas and campaigns to every corner of the Web and beyond.
We are a small force that can be properly applied for a huge impact. We appreciate and
respect your existing agency relationships, and have a proven record in collaborating to get
the most out of your marketing mix and efforts. Our simple goal is to become the most
valuable agency on your roster. Through great work, smart thinking, flawless execution, and
hard work.
On the following pages, we've put together some tidbits about the agency, a sampling of our
philosophy and approach and also included a few case studies that might be relevant to your
marketing needs.
!
We hope you enjoy and look forward to meeting you in person.
HELL

3. THANK YOU
BORN DIGITAL. RAISED SOCIAL.
AN UNTRADITIONAL AGENCY.
!
In October 1999, EVB Founder Daniel Stein left his
position as Francis Ford Coppola’s digital
producer to start Evolution Bureau. The agency’s
vision was to blend advertising with entertainment
and technology to create a new approach to
marketing — one that not only reached consumers
through mass marketing, but also generated
results by engaging consumers in social spaces
with branded content and immersive experiences.
We were built from the ground up to be
disruptive, agile, outsized, and intimate.
!
For over fourteen years, we’ve remained at the
forefront of innovative marketing, creating some
of the industry’s most memorable campaigns, and
reaching billions of consumers with breakthrough
ideas and forward-thinking uses of media and
technology. We had millions of people “Elf
Themselves”, “won the Superbowl” for JCP by
#tweetingwithmittens, and helped Facebook
monetize their business.
!
Today, under the creative vision of Steve
Babcock, EVB sees beyond a world of “digital vs.
traditional” marketing and chooses to focus on
ideas that use all media and find momentum in
culture to solve our clients’ most challenging
marketing problems, making their brand matter to
the right audience.

4. THANK YOU
EVB AT A GLANCE
MEOWMIX CATSTARTER
JCP GO LIGGETY
Hot Links

5. THANK YOU

6. THANK YOU
WHAT WE DOGREAT WORK. WELL DONE.
Whatever it is, we can get it done. And if we can't get it done, we can
work with the right people to get it done. So, in other words, we're still
getting it done. Done and done.
CORE SERVICES OFFERED
WITH IN HOUSE EXPERTISE
Online Advertising
Traditional Advertising
Word of Mouth
Content Seeding
Identity/Brand Dev
!
Quantitative Research
Qualitative Research
Social Strategy
Brand Activation
!
Social Engagement
Paid Social
Influencer Outreach
Community Management
!
Social Dev
Mobile Dev
!
DigitalOutdoor
Messaging
Email
DELIVERED THROUGH
PARTNERSHIPS &
FREELANCE TALENT
Print Production
Broadcast Production
!
Media Planning
Media Buying
Mobile Strategy
!
Point of Sale
Shopper Marketing
Interactive Television
Game Development
!
Branded Content
Music Licensing
Talent Negotiation
Music Composition
!
Live Marketing
Physical Installations
Physical Production
Street Teams
NON-CORE SERVICES WHICH
WE CAN FACILITATE
E-Commerce
Database Management
Corporate Site Dev
IT/Hosting Services
!
eCRM
Customer Service
!
!
Dev

7. THANK YOU
*PLEASE CLICK ON THE LINKED IN
(SHAMELESS CLIENT PLUG)
BUTTONS FOR BIOS OF OUR TEAM.

8. THANK YOU

9. THANK YOU
OUR
SWEET
SPOT
WE DON’T STRIVE TO CREATE ADVERTISING.
Our approach focuses less on the traditional push tactics
and more on the pull (or participatory) nature of today’s
digital world and, specifically, today’s digital native. There
are many factors involved, but we’ve identified three main
components that help us achieve real success for our
brand partners in this crazy, newfangled world.

10. THANK YOU
THE
DIGITAL
NATIVE
SOME CALL THEM MILLENNIALS.
Some call them digital natives. Whatever you call them,
they represent our sweet spot. (About 80% of our staff
fit this demographic. And the rest certainly fit the
mentality.) Outside of the fact that this 18 to 34-year-
old is critical to almost every brand’s future, we find
this segment to be the most exciting. They embrace
digital culture more than any other generation. They are
more prone to experiment and try new things. They
aren’t “happy go lucky.” They are “happy go doers.”
And it’s that mix of optimism and determination that
makes our approach of participatory engagement and
digital culture so effective.

11. THANK YOU
TIMING IS EVERYTHING.
The time for a long, drawn-out process that results in long,
drawn-out advertising campaigns is gone. Today’s approach
requires the ability to move fast and make things. Culture
changes daily. It’s not possible to appropriately affect or even
create culture if you can’t keep up with it. For this reason,
we’ve built our entire organization on the idea of dexterity.
Armed with the immediacy of production technology and the
publishing platforms of social media, we embrace this current
world of yesterday-is-too-late. While it’s difficult to truly
articulate agility as a line item, our experience has shown it to
be one of the greatest factors in any client relationship. In
short, we believe that in the time it would take to complain
about a timeline, the solution can be found.
THE
SPEED OF
CULTURE

12. THANK YOU
EMERGING
DIGITAL ISN’T A MEDIUM. IT’S A MINDSET.
In other words, digital is modern life, used for everything
from finding a burger joint to performing open heart
surgery on people who’ve found too many burger joints.
We are one of a handful of full-service agencies out there
born under this digital banner. This means we know the
difference between “shiny objects” and valuable innovation.
Our passion for - and focus on - digital culture gives us and
our client partners the ability to not only effectively
participate in the trends of today but accurately predict
what’ll come tomorrow. And with how fast platforms
change these days, it’ll probably be tomorrow.
TECHNOLOGY

13. THANK YOU

14. THANK YOU
STRATEGIC APPROACH
A SIMPLE PROCESS BUILT TO SURFACE INSIGHTS from the brand, the category, and the consumer. It’s different from a more traditional model in
the way that we look at these categories through the lens of the millennial, then we add the filter — and our deep knowledge of — culture and the fast-
moving technology world. An informed, contextualized, and progressive strategy is the gasoline that fuels disruptive and sharable creative work.
For us, the consumer is both the starting and ending
point. Our muse lives in a digitally-centric and
socially-led world. Our focus on the millennial
considers the ever-changing world they live in, helps
us to better understand the challenges of your
business and, ultimately, gives us authority to shape
communication for tomorrow.
Our job is to identify where your brand has
been, what that point of differentiation is, and
understand how to translate that differentiation
so that it is relevant to the consumer.
Our expertise lies in flexing A brand into new
consumer-centric spaces without losing its core
identity or principles.
We are here to disrupt the conventions in a
category. To find the tension and work
against it. Having an understanding of
competition and the broader category helps
inform what a brand can provide that will be
unique and compelling to the consumer.
CONSUMER BRAND CATEGORY
We take a media agnostic approach to every assignment. At
EVB, we believe that medium and message go hand-in-hand.
A heritage built on technology and a pride in our start-up
roots help us to explore the best vehicle for creating the most
compelling communication, affecting both brand and business.
At EVB, we don’t want to create communication, we want to
create conversation. Having our finger on the pulse of culture is
the first step in understanding how to be relevant. Our approach
is built on the idea that, much of the time, it’s easier to draft off
of trends moving in culture rather than creating trends ourselves.
CULTURE TECHNOLOGY

15. THANK YOU
HOW WE WORK
The key to working efficiently is working together. It’s why
we’ve never liked the typical dog-and-pony presentation
process that’s common among agencies. You know the one.
Where the agency gets the assignment and then disappears
for a few weeks until the presentation. Clearly not the most
effective way to operate. We’ve found that the key to
finding the best solutions in the least amount of time is
communication, communication, communication.

16. THANK YOU

17. THANK YOU
HOW WE STAFF
PLAY WELL WITH OTHERS.
Our staffing model is designed around one thing: collaboration. That means each
relationship is uniquely staffed as every organization collaborates differently.
What is common is our core team approach. Typically, this includes account,
creative and strategic representation. Shared among them is the responsibility
to know the clients’ business, competitive environment, brand meaning,
consumer insights…pretty much everything. And that’s not possible in a vacuum.
Hence the whole collaboration thing. A lot of agencies like to say the C word.
We actually like to do it. Additionally, we have in-house production teams
focused on the project management and execution of all work we develop. In
other words, when we do it right, we no longer feel like an agency to our client
partners, we feel like we work right there in the building with them.

18. THANK YOU
WE CAN BE FASTER. WE CAN WORK SMARTER. WE CAN DO THIS FOR LESS.
We believe that no two clients’ businesses are alike and that each compensation agreement
should be tailored to our clients needs. Our relationships can take the form of individual
projects, a portfolio of assignments or Agency of Record and beyond.
!
What’s essential in structuring the appropriate compensation agreement is to do our
homework together to understand the assignment scope, the stakeholders
desired level of engagement and the practical realities of delivering on your business needs.
!
A successful compensation agreement looks like a partnership where both client and agency
feel good about the process and the resulting team.
COMPENSATION

19. THANK YOU
THEY SAY CLIENTS GET THE
WORK THAT THEY DESERVE.
WE’VE BEEN BLESSED WITH
SOME AMAZING CLIENTS.
!
There are a few threads that unite
everything we do: All our work is
designed to provoke. A smile, a like, a
click, a purchase. It’s also handmade
to reflect each client’s distinct brand
sensibility and their consumers’
personal experiences and
expectations.
!
We don’t work for our peers, we
don’t work for awards. We work to
solve the hardest problems for the
most interesting clients.
OUR WORK
http://vimeo.com/evolutionbureau
39VIDEO
STORIES
JCPENNEY: #TWEETING WITH MITTENS
winning the superbowl hands-down
SKITTLES: MOB THE RAINBOW
turning likes into love
OFFICEMAX: ELF YOURSELF
big result from a small package
RED THUMB REMINDER
saving lives...with nailpolish
CHIVAS
global experience of personal passion
FACEBOOK: STUDIO
connecting creators to a new platform
MEOWMIX: CATSTARTER
when memes collide
EACH OF THESE ARE LINKS.
TRY ONE.

20. THANK YOUTHANK YOUTHANK YOU
CATSTARTER
CHALLENGE
We were tasked with building engagement, affinity, and advocacy by creating real emotional
connections between our brand, cat owners, and their cats.
SOLUTION
Rather than create more cat content for people to share, we wanted to get Meow Mix back
into the conversation in a big way. So we created a whole new way to bring cat lovers closer
to their cats by creating a Kickstarter-style platform specifically for cat ideas. We called it
Catstarter: Things that cats love made by people who love cats.
RESULT
Catstarter just launched a few weeks ago and is already making waves in and out of the cat
community. With nearly 20 thousand votes cast and video views, the site itself has clearly
struck a cord. We've seen positive implications for the brand extend far being just the
website. Meow Mix conversation buzz has increased by 24% since the campaign launched
and posts on Facebook seeing engagement rates nearly double the norm. With coverage
from sources like AdWeek and Digiday, Catstarter is shifting the perception of the brand
from an old school to a far more relevant space.
www.meowmix.com/catstarter/
SITUATION
Meow Mix has been a household name to almost every cat owner for years. But the cat food
shelves of today have become saturated with competition. This has driven brand equity and
loyalty down.

21. THANK YOUTHANK YOU
CHALLENGE
JCPenney wanted to promote their GO USA Mittens during the most crowded media day of the year - the Super Bowl.
SOLUTION
Instead of a costly Super Bowl commercial, we devised a fun plan on Twitter. During the game, we sent out tweets with
horrible typos. Just as we expected, culture reacted like crazy. After we got everyone talking about us, we revealed
that we were, in fact, tweeting with mittens.
RESULT
With no paid support, JCP saw staggering increases in awareness and engagement metrics.
‣ Social impressions increased by 231% week-over-week. JCP brand garnered more than 1 BILLION social impressions
the week of 2/2 (source: NETBASE)
‣ Increased sales of Go USA mittens by 105% via JCP.com (source: JCP Internal Sales Data)
‣ Grew conversation volume for the brand by 848% on Twitter (source: SYSOMOS) and JCP was the second-most
mentioned brand during the game despite not airing a commercial (SYSOMOS)
‣ JCP was @mentioned more than any brand airing a commercial (source: Salesforce) and the Twitter community
increased by 8.5K new followers, increasing reach for future efforts
SITUATION
JCPenney is in a turnaround. We’ve been working with them on all their social and untraditional marketing to find their
voice and connect with their customers in a more relatable and responsive way.
#TWEETINGWITHMITTENS

22. THANK YOUTHANK YOU
MOB THE RAINBOW
CHALLENGE
Skittles was the third-largest brand on Facebook behind only Coke and Starbucks. Much of
this growth had come organically and the brand needed a way to keep this massive fan base
engaged, while giving new fans a reason to connect with the brand.
SOLUTION
We developed a campaign called "Mob the Rainbow," which allowed fans to engage with the
brand on Facebook and see their action have real-world, physical effect. For example, we
called on the Skittle mob to send a Valentine's Day card to an unsuspecting meter maid. In
the end, there were four Skittles Mobs. Each event was filmed and redistributed as online
content.
RESULT
Not only was the Mob the Rainbow campaign success at engaging the current Skittles fan
base, it also was an effective means at attracting new fans. During the year that Mob the
Rainbow ran, the Skittles fan base increased by ten million fans, making it the fastest-
growing brand on Facebook. The brand continues to be a big driver of growth in the
Wrigley/Mars portfolio.
video case study
Recreated PMS
san francisco / boulder page 21
EVOLUTION BUREAU
Skittles has always been a social media leader. The brand has
never had a problem collecting fans. By January 2010, Skittles had
organically grown to be Facebook’s 3rd largest brand with a fan
base of 3.5 million people.
Only a couple of brands had been there before. This was
unchartered territory. What comes next? What do you do when
it’s time to stop “fan collecting” and start “activating” the fan base
that you’ve created?
Wrigley presented Evolution Bureau with an amazing challenge,
namely “what do we do with a Skittles army that is 3.5 million fans
strong?” We knew that we needed to think beyond the typical
Facebook stuff, like status updates and offers. The Skittles fans
deserved more. They had stepped forward and asked to be closer
to this brand. We owed them something for their loyalty.
We wondered if it would be possible to mobilize the Skittles
Facebook army to take real action in the physical world. We
decided to give it a try. We called the campaign “Mob
the Rainbow.”
PROJECT
MOB THE RAINBOW
CLIENT
QUESTION CASE STUDIES
The first Skittles “mob” was a
Rainbow.” In the days leading
Skittle mob a simple task: send
meter maid who doesn’t get m
was done through a single sta
by a fictional Facebook charac
Fans were driven to a Mob the
they could chose to participat
digital Valentine.
We had 45,000 fans participa
the cards were in, the agency
it with Skittles stickers, grabbe
out to ambush our beloved me
had no idea we were coming;
an odd character, dressed as c
serenade her and drop off 45,0
The entire mob was captured
through the Skittles Facebook
participants to view their work
currency. It was also used to fu
more fans to the Skittles Face
QUESTION
san francisco / boulder page 22
EVOLUTION BUREAU
The first Skittles “mob” was a pilot program called “Valentine the
Rainbow.” In the days leading up to Valentine’s Day, we gave the
Skittle mob a simple task: send a physical Valentine to a deserving
meter maid who doesn’t get much love the rest of the year. This
was done through a single status update to the Skittles profile page
by a fictional Facebook character we created called the “Mob Boss.”
Fans were driven to a Mob the Rainbow tab Facebook tab, where
they could chose to participate by sending a paper or
digital Valentine.
We had 45,000 fans participate in Valentine the Rainbow. Once all
the cards were in, the agency rented a white utility van, emblazoned
it with Skittles stickers, grabbed a few video cameras and headed
out to ambush our beloved meter maid with a message of love. She
had no idea we were coming; you can imagine her surprise when
an odd character, dressed as cupid, leapt out of a Skittles van to
serenade her and drop off 45,000 Valentine’s Day cards.
The entire mob was captured on video and distributed back
through the Skittles Facebook page and on YouTube. This allowed
participants to view their work and spread it around the Web as
currency. It was also used to further drive interest, engagement and
more fans to the Skittles Facebook page.
QUESTION CASE STUDIES
san francisco /
EVOLUTION BURE
To quickly capitalize on the success o
into the second mob. We called it “Po
the Skittles Mob, now 5 million strong
to see. We gave them 3 choices: 1) A
Elevator Mariachi Band or 3) A Tube
a fierce 72-hour battle, consisting of
was a clear winner. The agency had 2
Gifting Tree. The EVB production tea
weekend shoot. They found the perfe
of Skittles and waited. The people ca
rainbow fruit. Again, the entire produ
redistributed through the Skittles com
For the third mob we wanted to go b
mob the power to send a kid to colle
We told the Skittles mob that if we re
would give away a $10,000 scholarsh
named James Fulp, at a “Bowling Ind
Indiana. Before we knew it, we receiv
little Jimmie to college.
The results of the first three mobs we
exceeded everyone’s expectations. T
page (LIKEs, views, comments, partic
1MM fans. More importantly, the con
first six months of the 2010, the Skitt
3.5 million to 15 million fans—an incre
over $11 million.
QUESTION

23. THANK YOUTHANK YOU
CHALLENGE
Office Max was never considered much of a Christmas shopping
destination. The office supply store wanted to increase its holiday
traffic to sell gadgets and stocking stuffers and needed a way to
attach its brand to the holidays.
SOLUTION
We knew we did not have the budgets to make a lot of noise in
the Q4 TV advertising frenzy, so we had to take a different
approach. We landed on a viral microsite called Elf Yourself,
which allowed users to upload their face on to a dancing elf.
RESULT
To date, Elf Yourself is the most successful viral marketing
campaign in history. In the two years that EVB worked on the
campaign, over 250 million people uploaded photos and took
part in the experience. Today, the elfing franchise that we
helped to create includes mobile apps, Macy's Thanksgiving Day
Parade float, and a revenue-generated site through Jib-Jab. It
continues to be Office Max's sole holiday campaign.
ELF YOURSELFvideo case study

24. CHALLENGE
Despite numerous high-budget advertising campaigns, distracted
driving continues to be a real problem. So how can people curb this
nasty habit?
SOLUTION
RED THUMB REMINDER
Instead of an ad campaign, our solution was to give people a
simple reminder. By painting the culprit thumb nail red, users were
reminded at the most important moment to put the phone down
and drive. It's an old school solution to a new world problem.
RESULT
‣ The introductory video has been viewed 325K times
‣ The site itself has had 40K visits since a soft launch on 12/17
‣ Beyond owned channels, RTR has spread through the social fabric after being picked up by media
outlets like UpWorthy. We've even heard from students that has teachers talk about it in class.
‣ 25K shares of RTR content on channels we can report on
‣ Extending beyond the US, the effort has been covered in Australia, Japan, Poland, Canada, and
Mexico and the site has been visited by users from over 100 countries
‣ At 90 seconds long, the intro video for the effort requires far more of a user's time than a 15 or 30
second spot. Despite length, video engagement is high with the average view duration clocking in
at 60 seconds.
www.redthumbreminder.com/
EVERYONE
WHO DRIVES
AND HAS
A PHONE

25. THANK YOUTHANK YOU
CHALLENGE
The Chivas scotch whiskey brand is one of the world's premium
luxury spirits brands. Although it is known around the globe, the
perception of Chivas is very different in each country. In China and
Latin America, for instance, the brand is considered top-shelf
premium, while in the United States, it is thought of as dusty and old.
SOLUTION
The Chivas brand hired EVB to handle its global digital marketing
duties, which included developing digital and social strategy and
content to give the brand consistency across global marketing
on every social, digital, and mobile platforms.
RESULT
EVB worked with Chivas for just over a year. During that time,
we developed a consistent brand voice and toolkit across 23
markets and multiple multi-channel campaigns, which lead to a
million new Facebook fans and increased engagement across all
markets.
GLOBAL SOCIAL EXPERIENCE
video case study

26. THANK YOUTHANK YOU
CHALLENGE
Facebook has always had a rocky relationship with the marketing
community. To succeed and to continue to grow, the colossal
social network knew that it needed to win over advertisers and
convince them to move their campaigns to Facebook.
SOLUTION
Our research showed that there was a massive gap in trust between
Facebook and marketers. We needed to speak their language and
feel their pain. To win their hearts and minds, we couldn't just do it
through an ad campaign, we needed to create something valuable
that would use high-profile industry examples to show marketers
how they could built better social media marketing campaigns.
This was the birth of Facebook Studio.
RESULT
Facebook Studio had over a million page views the day it
launched. It has grown over the past few years to contain
thousands of case studies and other valuable information. The
site currently has over a million active users and the FB Studio
franchise has been extended to live events, award shows, and
sales tools.
STUDIOvideo case study
likes, comments and shares. The idea for the site was to provide
the perfect social engine that would reward agencies for helping to
educate and inspire other agencies.
This was the birth of Facebook Studio. The Facebook & EVB teams
worked tirelessly alongside each other for about eight months
of development, culminating in the launch of facebook-studio.
com in April 2011. At launch, the site contained a Showcase of
selected work, a Gallery of all work submitted, a Learning Lab
with educational videos, and an Agency Directory. Over the next
6 months, we added a blog and improved the UX and search
QUESTION CASE STUDIES
likes, comments and shares. The idea for the site was
the perfect social engine that would reward agencies
educate and inspire other agencies.
This was the birth of Facebook Studio. The Facebook
worked tirelessly alongside each other for about eigh
of development, culminating in the launch of faceboo
com in April 2011. At launch, the site contained a Show
selected work, a Gallery of all work submitted, a Learn
with educational videos, and an Agency Directory. Ov
6 months, we added a blog and improved the UX and
capability of the site. Everything that went into the de
and production of the site was managed by EVB.
The launch was supported with a Facebook and EVB-
relations campaign and the site was met with extraord
positive feedback from the advertising community. Th
what the community was missing and the constant st
positive Tweets, blog posts and status updates were p
QUESTION CASE STUDIES
likes, comments an
the perfect social e
educate and inspir
This was the birth
worked tirelessly a
of development, cu
com in April 2011. A
selected work, a G
with educational v
6 months, we adde
capability of the si
and production of
The launch was su
relations campaign
positive feedback
what the commun
positive Tweets, bl
a month, the site h
500,000 fans and
To build on the suc
chose to take their
popular Hackathon
Live events. Before
franchise that was

27. WE’D LOVE TO GET TO KNOW EACH OTHER.