In The News

Marketers see GDPR paring their email lists but improving results
Digiday, May 18, 2018
GDPR is providing marketers the unintended opportunity to evaluate and clean up their customer databases for better results. Mechanic Micah Donahue commented in Digiday about how email has become a “drug for brands” in regards to guaranteed sales.
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A year after #NuggsforCarter, brands try to re-create the viral magic
Digiday, April 16, 2018
Micah Donahue gives us his insight in on Digiday about the true value of tapping into your brands superfans.
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Younger Consumers Are Abandoning Casual Chains. Here’s What Restaurants Are Doing to Fix It
Adweek, April 8, 2018
Mechanica CEO Ted Nelson weighs in on what legacy restaurant chains can do to to attract younger audiences while not alienating boomer customers.
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Agencies Don’t Expect to Spend More on Snapchat With New Content-Sharing Tools
Adweek, January 25, 2018
Mike Richeson, Director of Social and Content Strategy, comments in Adweek on new content sharing features that Snapchat recently implemented.
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Additional Coverage – AdExchanger

Seniorlink “My Wish” Campaign
The Drum, November 2017
Mechanica and Parallax Productions team up to help partner Seniorlink celebrate National Family Caregivers Month.
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Additional Coverage – Little Black Book
Additional Coverage – Coloribus
Additional Coverage – Advertolog
Additional Coverage – Ads of the World
Additional Coverage – Adeevee

The Advertising Industry Must Reimagine How Work Gets Done to Ever Really Become Diverse
Adweek, November 2, 2017
Libby Delana talks through diversity in the advertising industry and the changes that we need to make to our own systems.
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A Shopper’s Journey
Food&Drink Magazine, September 12, 2017
CEO and Strategy Director Ted Nelson offers his commentary on the accelerated decline in traditional grocery shopping.
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Branding in Chaos
Campaign US, September 12, 2017
Inspiration, collaboration and innovation are more important than the old standbys of value, trustworthiness and consistency.
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Seeping sewage and malfunctioning elevators: Agencies reveal their real-life nightmare pitches
Digiday, August 31, 2017
CEO and Strategy Director Ted Nelson shares a pitch nightmare involving L.L. Bean and Jerry Springer episodes.
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‘Insta pods’ and the soul of influencer marketing
MarketingTech, August 4, 2017
Mechanic Michael Richeson, Social & Content Strategy Director offers his opinion on Insta pods.
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Mechanica and Forcepoint Show Us How to Avoid a WPP-Style Cyberattack
Adweek, July 20, 2017
Mechanica and Forcepoint team up to launch a new brand campaign that brings to life the company’s innovative market positioning: Protecting the Human Point.
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Additional Coverage – The Drum
Additional Coverage – Marketing Communication News
Additional Coverage – MediaPost

Kronos’ “1 in One Hundred Million” Video Series Awarded Prestigious Platinum Remi Award at 49th Annual Worldfest-Houston
Press Release, May 5, 2016
An innovative web video series, “1 in One Hundred Million™”, that shares the personal stories of the people who perform the many jobs that often go unrecognized, earned a prestigious Platinum Remi award for Best Web Series at The 49th Annual Worldfest-Houston, the world’s oldest independent film and video competition and among the largest.
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Six-Point Checklist For Your Next Strategic Collaboration, April 28, 2016
Collaboration appears to be the organizational skill set of the moment. Moving from a “command and control” to “communicate and collaborate” management style has become the de facto leadership mandate of our times.
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This Guy Wondered If He Could Take A Boxer’s Punch. Now He Knows.
Huffington Post, March 11, 2016
He could have overcome a more conventional fear, like public speaking. But noooo.
Watch a regular guy get clocked in the ring to prove to himself that he can take a punch from a pro boxer.
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Women’s History Month Profile on Libby DeLana, March 11, 2016
We connected with Libby Delana at the DO Lectures which brings together creative minds that believe change happens at the intersection of energy and ideas.
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How a Brewer Helped This Guy Realize His Dream of Being Punched in the Face by a Boxer
AdWeek, March 11, 2016
Can this guy take a punch from a pro boxer? And just as important, wouldn’t you like to watch this guy take a punch from a pro boxer? If you would, here’s the video for you.
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How Living Proof is selling haircare to older women
Digiday, February 29, 2016
A new wave of marketing campaigns aimed at women that are above a certain age — and don’t care to hide it — is changing the cultural conversation.
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Mechanica Selects Core dna’s Digital Experience Platform (DXP) to Extend Digital Solutions Portfolio
PRWeb, February 9, 2016
Core dna today announced that Mechanica has selected Core dna’s Digital Experience Platform (DXP) to enhance its digital offering to customers.
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Mechanica’s Project For Boston Beer Company
MediaPost, December 29, 2015
Marketing agency Mechanica has won several new pieces of business, including a project for Boston Beer Company. Read More.

Mechanica Blasts into 2016 with New Client Wins, New Employees
Press Release, December 29, 2015
Mechanica continues to build on the success of its open source approach to solving problems and creating opportunities for restless marketers with new customer wins and new talent joining the company.
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Runner. Cartoonist. Cake Lover: Saucony Finds Out Why The Oatmeal’s Matthew Inman Runs
Co.Create, November 12, 2015
The newest addition to its ongoing Seeker Stories campaign, running brand Saucony didn’t recruit a champion marathoner. Or sprinter. Or ultramarathoning trail running legend. Nope, instead it profiles the twisted mind behind The Oatmeal, Matthew Inman.
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The Oatmeal’s Matthew Inman Reveals His Fat Spirit Animal in Saucony’s Latest ‘Seeker’ Story
Creativity, November 11, 2015
Earlier this year, Saucony captured the more thoughtful side of running when it launched its “Seeker Stories,” a short film series that followed unexpected, multitalented runners such as astronomer Michelle Collins, former pro-football player Mark Logan and Chef Eduardo Garcia…
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Mechanica Tells Story of The Oatmeal’s Matthew Inman for Saucony
Agency Spy/Adweek, November 9, 2015
Back in July, we shared Mechanica’s “Runner. Gatherer. Chef.” the second in the agency’s “Seeker Stories” for running shoe brand Saucony…The agency’s most recent addition to the series, “Runner. Cartoonist. Cake Lover.” profiles Matthew Inman, creator of web comic The Oatmeal and may be its most interesting yet.
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Neighborhood Health seeks to change image as ‘cheap’ insurer
Boston Globe, September 16, 2015
Neighborhood Health Plan is seeking to shed its reputation of being just a low-cost health plan. The insurer launched an ad campaign Wednesday imploring consumers and businesses to buy Neighborhood’s insurance not because it’s cheap, but because it’s good. Read More. 

Neighborhood Health Plan Takes the ‘Fear Out of Affordable’ with New Marketing Campaign
PRWeb, September 16, 2015
A series of new TV commercials and digital ads developed by branding firm Mechanica on behalf of Neighborhood Health Plan focuses on Massachusetts employers. Read More.

Mechanica Tells Comeback Story for Saucony
AgencySpy/Adweek, July 21, 2015
Creative agency Mechanica teamed up with production company Persuade & Influence and directors Justin Tyler Close and Jeremy Power Regimbal to tell the story of Eduardo Garcia for Saucony with “Runner. Gatherer. Chef.” the second in the agency’s “Seeker Story” series for the brand. Read More.

This Agency Uses Data and Strategy to Solve Problems for Restless Marketers
Adweek, July 20, 2015
Ten years ago, agency veterans Ted Nelson, Libby DeLana and Jim Garaventi wanted to work on the front lines of brand development. Read More.

Neighborhood Health Plan Names New Advertising Partner Mechanica to support NHP’s commercial business growth
NHP Press Release, June 9, 2015
Neighborhood Health Plan (NHP) today announced it has hired Mechanica, a Newburyport-based marketing and brand development firm, to direct its marketing, brand and advertising efforts. Read More.

Mechanica’s ‘Branding Frontline Report’ Addresses Millennials, the Collaboration Economy, How We Work
Press Release, June 4, 2015
Mechanica’s ongoing “Branding Frontline Report” helps marketers overcome stereotypes and trendy cliches. Read More.

Sea Cuisine Selects Mechanica as US Branding Agency of Record
Press Release, April 15, 2015
High Liner Foods expands relationship with Mechanica around new campaign for its premium brand. Read more.

NEW! Saucony’s New ‘Seeker’ Campaign From Mechanica
MediaPost, April 14, 2015
What do an astronomer, a chef and a former pro soccer player have in common? They’re the seekers and runners featured in Seeker, Saucony’s newest global brand campaign, developed by ad shop Mechanica. Read More.

CMO Breakfast With Saucony & Mechanica
The Ad Club, March 24, 2015
Mary O’Brien, VP of Global Marketing for Saucony shares the Saucony brand story and what’s up next for this global footwear apparel brand. Mary was joined by Ted Nelson, CEO of Mechanica, Saucony’s marketing partner, to talk about how they plan to stay at the front of the pack in this highly competitive category. Video of event.

Dancing With the CMO: 5 Tips From a Seasoned Creative Director
AgencyPost, February 25, 2015
If you just hired a new agency or are looking to repair a current relationship, consider these five tips for creating strong creative partnerships. Read more.

Mechanica Launches Experiential Practice, Hires Bill Goff To Run It
MediaPost, January 28, 2015
Branding and marketing agency Mechanica has just launched a new offering—called the Brand Experience Strategy Practice and has hired veteran experiential executive Bill Goff to lead it. Read more.

Press Release: Mechanica Launches Its New Brand Experience Strategy Practice
January 27, 2015
Bill Goff joins Mechanica from Digitas; take reigns of new practice designed
to enhance how consumers experience brands. Read more.

Women Worldwide with Guest, Libby DeLana
Women Worldwide Podcast, January 2, 2015.
Listen to find out how Libby went from a graphic designer by trade to award winning creative director and founding partner of a next generation marketing and advertising firm. Listen.

Guest commentary: Companies should pay attention to online reviews all the time
Boston Business Journal, December 30, 2014
The influence online consumer reviews have on brands and product selection appears to be unstoppable. Read more.

Press Release: Mechanica Welcomes New Brand Directors to Support Agency’s Growth
December 9, 2014
Mechanica, a next-generation marketing and brand development firm, today announced the addition of two new, accomplished “Mechanics” to its team. Read more.

Guest commentary: Boston’s innovation brand? How about the hub for the next wave of collaborative innovation?
Boston Business Journal, December 2, 2014
Boston Mayor Martin Walsh recently met with a group of local entrepreneurs, venture capitalists, heads of start-up accelerators and co-working spaces at City Hall as part of Global Entrepreneurship Week. Read more.

Let’s Hack Problems at Conferences, Not Just Talk About Them Turning event goers into doers
Adweek, November 2, 2014
I’ve been to my share of conferences and events this year, including SXSWi, TEDx, Massachusetts Creative Economy Summit, Massachusetts Conference for Women, Design Museum, Smarty Network, General Assembly and most recently, Advertising Week. Why do I go? Read More.

Port ad agency swims with bigger fish
Newburyport Daily News, September 29, 2014
Local companies don’t always pitch local enterprises. Read more.

Saucony returns to Newburyport ad agency Mechanica after walking away two years ago
Boston Business Journal, September 16, 2014
When a consumer company drops its ad agency of record, there’s usually no turning back. Read more.

Saucony, Mechanica Back Together Again
MediaPost, September 8, 2014
Boston-based agency Mechanica has been named U.S. agency of record for Saucony, the running footwear and apparel company that is also based in Boston. Read More.

Press Release: Saucony Selects Mechanica as its US Agency of Record
September 8, 2014
The Two Companies Reunite to Inspire Second Running Boom. Read more.

The New Age of Advertising: Analytics Won’t Get You The ‘Big Breakthroughs’
BostInno, June 13, 2014
Over the course of the hour, the diverse crew conversed about trends sweeping the industry, and their longevity. Read More.

Women Are the Dominant Media Voice During the Super Bowl Ignore our tweets at your own peril
Adweek, January 27, 2014
Bow your heads, folks. Let’s have a moment of silence for the end of an era— that of Monday-morning quarterbacking. Read More.