TitleFourpoints Brochure
Campaign Fourpoints Brochure
Advertiser Starwood Hotels & Resorts Worldwide
Brand Four Points

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About SS+K

The Noble Purpose: A magnetic north for a brand or mission. Specific enough to be a meaningful rally cry, but flexible enough to resonate for your many audiences on a global level. It’s a timeless statement of what you seek to achieve.

Through our Social Forces Monitor, we identify underlying patterns shaping people’s outlook and behaviors. At its heart, Social Forces is about finding unexpected connections – between large economic, technological and cultural trends and the individual decisions and habits of consumers. We may not realize it, but small actions are often the result of much larger, shared impulses.

New technologies and emerging patterns of communications are transforming the way people expect to listen, communicate and participate. We call these lessons The New Rules of Engagement. It’s no longer enough to raise awareness. These days, you must provoke (in a good way). You must start a conversation and allow people to share it, take action and feel ownership of it. Only then can you pierce the noise of our new social world.

We created SS+K Labs to solve a few things at once:

Demonstrate agency expertise in working with emerging platforms and technologies.
Grow that expertise by taking on these projects proactively versus being beholden to a client assignment.
Inspire groundbreaking creative ideas beyond Labs by fostering a culture of innovation, critical to attracting and empowering even the most junior employees, creating a place where they have a real voice and impact on the future of the agency’s capabilities.
Generate insights for our agency and clients on platforms and technologies critical for connecting with the next generation

Visit our SS+K Labs site to find out about some of the projects we're currently developing:


Latest News

The New Yorker Launches New Advertising Campaign

Created by ad agency SS+K, the creative shows The New Yorker’s unique way of transforming everyday experiences into fascinating stories


(New York, N.Y. – November 23, 2015)—The New Yorker introduced a new advertising campaign today, a year after the successful launch of its metered paywall and the recent debut of “The New Yorker Radio Hour.” In its ninetieth year, The New Yorker is enjoying its largest audience ever, with subscriptions from newyorker.com up sixty-one percent and web traffic increasing twenty-five percent compared to a year ago.

“2015 marks one of The New Yorker’s most successful in its ninety-year history, with record audience numbers across print, web, and mobile,” said Monica Ray, Executive Vice President of Consumer Marketing at Condé Nast. “It’s against this backdrop that we’re making an investment in our readers—existing and new alike—by creating an advertising campaign that captures the essence of The New Yorker: It’s where things get interesting.”

“Readers and potential readers of The New Yorker share a code: they are readers who are innately curious, with eclectic, contemporary tastes,” said Rob Shepardson, partner and co-founder of SS+K. “Only at The New Yorker can you enjoy a diverse range of stories expertly told, with iconic depth and accuracy, on multiple platforms. Today’s readers—no matter their interests—will find their place in The New Yorker. We set out to tell that story.”

SS+K created an online video and social campaign that dramatizes this theme, supported by a print and digital campaign that shows theaudience’s total engagement with The New Yorker. The New Yorker is the place where everyday experiences are transformed into fascinating stories, thus inspiring the campaign’s tagline: “Where things get interesting.”

For the online video, Hollywood director J.C. Chandor (best known for A Most Violent Year, All Is Lost, and Margin Call) directed the film in historic Union Station in Los Angeles. The piece celebrates the anticipation before one dives into The New Yorker. The film follows a determined young man making his way through a splintered crowd in the train station. We witness the stories unfolding around him. The suspense and anticipation continues to build as he arrives at his train, opens his New Yorker, and finds the story he wanted to finish all along. The video is available online here.

Award-winning photographer Stephen Wilkes produced print executions showing an eclectic crowd of readers enjoying the same edition of The New Yorker on a beautiful beach and a packed subway car.

“This campaign is about the everyday stories that exist all around us, the stories The New Yorker is so good at delivering,” said Bobby Hershfield, Partner and Chief Creative Officer at SS+K. 

The campaign will run broadly across print, digital, and social-media outlets. The film will appear on Hulu, YouTube, and newyorker.com, while the print will run in the Financial Times, The EconomistFood & Wine, People, Travel + Leisure, Vanity Fair, Bon Appétit, Vogue, and other leading publications. Digital ads will run on TechCrunch, across the Condé Nast network, and on select partner sites.


About SS+K:

SS+K is the agency that emerged from the harsh, hyper-competitive world of politics to become a creative agency in the harsh, hyper-competitive world of brand marketing. Political instincts blended with creative talent bore effective, original work for Wells Fargo, Pfizer, VW, Kraft, HBO, College Board & a mop closet full of awards. SS+K introduced the yellow wristband for LIVESTRONG, created the competition for America's Most Honest City (for Honest Tea) & reignited youthful enthusiasm for an incumbent (Obama for America - For All Campaign). We work best not just with leading brands, but with brands that lead. SS+K is based in New York. For more information, visit www.ssk.com.


About The New Yorker:

The New Yorker is a national weekly magazine that offers a signature mix of reporting and commentary on politics, foreign affairs, business, technology, popular culture, and the arts, along with humor, fiction, poetry, and cartoons. The New Yorker takes readers beyond the weekly magazine every day with groundbreaking reporting, authoritative analysis, and creative inspiration on newyorker.com and on mobile and tablet devices.


Press Contacts:

Rebecca Sullivan for SS+K rebecca@rsullivanpr.com, (617) 501-4010

Natalie Raabe, natalie_raabe@newyorker.com, (212) 286-6591 

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