Thought Leadership Archive

The Strategy Puzzle: Branding, Process And Problem Solving

Liz Robinson explores what it takes to gather all the pieces and put them together creating a successful strategic marketing plan for clients looking to build a brand and execute on that plan in a manner that beautifully completes the picture.

Article | March 24, 2021

Partnership Profile: Google. Not Just For Search, Anymore.

Google is part of an ecosystem of technologies that The Basement aggregates and actively integrates to improve customer experiences, grow brands and maximize ROI.

Article | November 30, 2020

Runners hurtling over computer components

Agile Solutions For A Fragile Market: The Basement Integrated Model At Work.

The Basement and its clients have been put to the test in 2020, along with everyone else. Adapting quickly and cost effectively while still being able to garner successful outcomes has validated how we work – and how we’ll all need to work – moving forward.

Article | July 15, 2020

Business As Unusual: Adapting Creative To The New Normal.

A new campaign for IndanaUnclaimed.gov featured scenarios that were rendered unrealistic given social distancing and the state-wide restrictions put in place by the Governor. The media buy was set in stone. It’s a good thing the creative wasn’t.

Article | June 1, 2020

Yesterday, Today and Tomorrow

COVID-19 has created an unprecedented level of uncertainty in our lives, but it also sheds light on some universal truths. Agency co-founder and president, Jacob Leffler shares his perspective on why continuous progress is more important than ever.

Article | May 14, 2020

Changing Agency Relationships

Whether an agency specializes - or not - and the technologies and platforms behind how an agency works are becoming more of a determiner than ever of whether client/agency relationships are project based or require an Agency Of Record arrangement.

Article | April 23, 2020

Home Is Where The Smart Is.

Having an established collaborative culture and both a process and policy in place for working remotely has helped The Basement transition to sheltering and working in place.

Article | April 7, 2020

Insourcing Versus Outsourcing: Making It Work.

As many large brands transition the bulk of their marketing in-house, we explore the ins and outs and take a look at how we approach the subject as a responsible resource partner.

Article | March 24, 2020

Performance Based Pricing: Is It Time?

The decades-old question has again become a central discussion point as clients and their agencies look to leverage performance and accountability into the compensation equation.

Article | March 2, 2020

Culture: What Makes A Company Work.

Staying true to one’s founding principles is essential but not always easy. Brian Phillips talks about the origins of The Basement, the ideals upon which it was founded and explores how a fully realized culture can keep the magic alive.

Article | February 14, 2020

Unlocking our UX Methods for Getting Consumers a Smarter Smart Lock

The Basement showcases the development of The Get Help Deciding Tool for the Schlage Lock Company. It’s an interactive resource for consumers that’s used to select an ideal lock from a wide selection of connected products.

Case Study | January 13, 2020

Partnership Profile: Centro and Basis Are In The House.

The Basement explores the value of cultivating key resource partnerships in making a measurable impact at every touchpoint along the purchase funnel.

Article | November 20, 2019

Crafting A Successful Agency Model: Two Parts Method. One Part Magic.

The Basement introduces its agency model and an operating framework that is proving to deliver insights, informed marketing campaigns – and real results – for its clients.

White Paper | September 25, 2019

Innovation? It’s a Snap.

National Snapchat Promo For Transitions^® lenses.

Article | August 26, 2019

Behind the Scenes: Schlage Product Launch Videos

The Basement develops, creates and produces 16 new product videos showcasing the safety, simplicity and style of Schlage smart locks.

Article | June 19, 2019

Setting The Stage For Success.

In less than 3 seasons, The Basement has improved marketing efficiencies, lowered cost and increased ticket sales for the IRT. Bravo!

Article | April 17, 2019

Welcome to the neighborhood.

Schlage and The Basement receive a hearty welcome to the neighborhood with a successful campaign launch on Nextdoor.

Article | March 26, 2019

A great reflection on a great partnership.

A quick look at a colorful interactive online experience created to showcase and support Transitions^® lenses’ newest product introduction.

Article | March 18, 2019

Q&A: Fording The Amazon: A Marketing Adventure.

A conversation with Mark Levin, Director of Marketing Platforms and Insights, about The Basement’s leveraging of Amazon’s burgeoning marketing ecosystem – as much marketing resource as marketplace.

Article | January 16, 2019

Grand Opening: Another PUP Pop Up…Pops Up.

The Basement offices are home to the newest pop up store featuring the products and latest designs of Indy’s own People For Urban Progress. Pop in.

Article | December 6, 2018

Agency Profile: Ten And Counting

Two very special Basement Dwellers celebrate ten years as artists, storytellers and client advocates. Here’s a great inside perspective on how an agency and its people should grow.

Article | November 30, 2018

Dwunny Business.

May we introduce you to quite the character? Literally. Meet the Dwunny – sass, swagger and spunk all rolled into 3 delightful inches of 3D-printed microcosm.

Article | November 9, 2018

What Woodworking Has Taught Me About Advertising.

In an effort to find a respite from his day job, our ECD decided to seek out a new hobby only to discover there are a lot of similarities between woodworking and advertising.

Article | July 26, 2018

Once Upon A Time.

We are all storytellers, regardless of one’s role in this business be it in an agency, client side, or as media resource partner. We all work in service to a brand’s stories, whose protagonists are products or services or brand narratives and whose challenges, conflicts and inciting action are as varied as the brands themselves.

Article | June 26, 2018

Disruption Is The Only Constant.

Writing this article has been on my calendar for more than a month in preparation for the launch of our new website. We style ourselves as both innovators and disruptors, I feel like we’ve laid out a good case for this with our newly polished site. I felt this was a good topic to include as we unveil our newest change.

Article | May 2, 2018

Whitepaper header - Schlage Programmatic TV image showing Schlage content on a phone and a TV.

An innovative programmatic approach to traditional media buying leads to a higher ROI for Schlage.

More than a third of marketers are leveraging data, martech targeting tools and integrated strategies that didn't exist five years ago. This has been a boon, particularly, for small...

White Paper | May 2, 2018

Q&A: How The Dweller Came To Represent The Basement

It’s not a logo, or a mascot. It’s the Dweller, and it represents the agency’s ethos. Our ECD Noah Sarff [NS] sat down with the agency’s co-founder and CEO, Brian Phillips [BP] to uncover the origins and inspiration for this iconic representative of The Basement.

Article | April 3, 2018

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