3fold Communications Announces Hire of New Creative Director Craig Amazeen
Creative All-Star Joins Growing Agency
(Sacramento, CA) – Sacramento-based 3fold Communications, a leading integrated marketing and advertising agency, announced today the hiring of award-winning creative strategist Craig Amazeen.
“We’re beyond stoked to have Craig leading our creative department,” said Gordon Fowler, President and CEO of 3fold Communications. “Craig’s passion and big-idea thinking are the perfect complement to 3fold’s progressive marketing services. He brings rare fusion of business savvy and creative experience that will deliver results for our clients.”
Named the agency’s new Creative Director on November 1, 2013, Amazeen is charged with directing the development and production of visual concepts and creative plans to advance the brand strategies of 3fold clients. Working closely with account staff to communicate creative objectives and goals, he is responsible for building successful brands and devising innovative programs to transform the creative and design campaigns he now oversees.
Like every employee of 3fold, Craig is similarly committed to continuing to improve the region’s business and economic trajectory. Fowler continued, “Craig’s relentless passion for people and deep commitment to the Sacramento region both inspire and define him.”
“I am wicked excited to take on a leadership role with this rising force known as 3fold ” said Amazeen. “The agency’s relentless loyalty to Sacramento and its commitment to unyielding creative excellence are both uncommon and inspiring. I’m proud to be part of it.”
Amazeen joins 3fold with nearly two decades of experience working on creative projects, most recently as the senior vice president of broadcasting, brand development and new media for the Sacramento Kings. Overseeing all television and radio production for the franchise, earning him 10 Emmy Awards and 8 Gold Addy Awards, he also led all creative, brand development, digital media and entertainment teams with the organization from 2010-2013.
A highly decorated creative strategist with experience in multiple, high profile, high impact positions, Amazeen also produced the centerpiece of the PAC-10’s rebranding efforts in 2010 as well as multiple promotional productions seen on major broadcast networks including Fox, ESPN, ESPN2, NBC and ABC. Prior to that, he successfully built a broadcast/production department from scratch for the Arizona Cardinals of the NFL between 2000-2002; worked as a producer for the NHL between 1998-2000; and, supported the relocation campaigns of the NHL’s Colorado Avalanche in 1995 and the Phoenix Coyotes in 1996, where he continued to work as a broadcast manager until 1998.
Recently, the agency also added Landon Lee to the creative department as Production Designer. Honing his skills between his studies at Sacramento State, Lee balanced multiple projects at News10 during the five years he worked for the station.
“We are all excited to welcome Craig and Landon into the 3fold family,” continued Fowler. “It’s a sensational time to be a part of 3fold!”
Amazeen and Lee join recent 2013 hires Matt Marshall, Account Manager, and Emilie Cameron, Sr. Public Relations Manager.
About 3fold Communications
Experts at taking new products to market and expanding reach to new audiences, since 2004 3fold Communications has produced a team of leaders, dreamers, builders, movers and shakers specializing in creating one-of-a-kind strategic communications. Offering creative strategy for more than 200 clients in varied and diverse industries, ranging from small nonprofits and grassroots organizations to established national (and international) corporate icons, 3fold Communications has utilized creative approaches to help its clients launch new organizations and programs; reach and engage new audiences; strengthen status within industries; and, reinforce relevancy amongst external and internal networks. Beyond its many awards and successful client partnerships, 3fold Communications is committed to the growth of the community where its employees live, work and play. It’s a commitment that gives the agency a unique, comprehensive understanding of Sacramento and its residents. To learn more, visit www.3foldcomm.com.
There’s been a flurry of activity around voting for the slogan/tag line that best describes the Sacramento Region (see last weeks blog post for a quick update). Voting closes this Friday so it’s time to make your opinion known!
Here’s why your vote is really important:
It’s really about regional pride – knowing that we deserve to have a brand just like any other city or region in the country; and BELIEVING that we can and will make it happen here in Sacramento.
I’m encouraging everyone to do a couple of things this last week of voting:
#1) Get others interested: Tell everyone within your circle about the slogans that came up, and encourage all of them to vote for their favorite. Bring it up in a staff meeting at work and encourage everyone to vote for their favorite; put a sign outside your office/cubicle door (or if you work at 3fold – on the Kegarator!).
#2) Promote the Brand-a-Thon results wholeheartedly: It’s not what you say, but how you say it. Communicate the end goal – a Region that we can promote to others with pride and purpose. Deliver that message with conviction (c’mon – I know you can do it). Don’t succumb to the “I doubt this will work, but … “. That will only ensure that we’re NOT successful.
So take a chance – jump in with both feet – and push and promote our Region’s brand. You will have played a very important role in not just creating a brand for our region – you will have been part of a unique grassroots process that has been created by many and owned by none. And that’s a big deal.
Photos by: Jeff Aldeghi, Get Framed Photography
At this point you’ve probably heard about the Brand-a-Thon where 250 citizens of the Sacramento Region collected themselves in a drafty jet hangar and worked together to come up with some pretty creative and authentic slogans for the Sacramento Region.
As voting is now open to choose a slogan or tagline for the region it’s important when making your choice to remember to celebrate the spirit in which the Brand-a-Thon was put together.
The jet-fumed group brainstorming was not to replace any one tagline or creative brand that’s already been created (like Farm To Fork, or California Begins Here) but rather to come up with a higher-level brand that accurately and creatively tells the story of the Sacramento region.
In order to make this happen, Brand-a-Thon participants took part in two very important “rituals” as they entered the hangar, and all of us need to symbolically do the same two “rituals” as we move from creative concepts to promoting a regional brand:
Ritual #1: Participants checked-in and promised to “check their ego’s at the door”. As we move into the voting rounds for the slogans that were created (and as more slogans are created) we all need to symbolically check our ego’s at the door. Best way to do this? Put aside personal preference and jump all in to support the group choice. Best was to remember how we’ll all come out ahead? Pretty simple: Give a little to get a little.
Ritual #2: Participants walked into the airplane hangar and chugged down some cool-aid in a Dixie cup. When planning this (thanks Tim Murphy for the idea!) we were deliberate in making sure that every single person that walked into the hangar participated in the Kool-Aid tasting. As you participate in the voting, remember the Kool-Aid. It symbolizes that we are all in this together. We all love this Region that we live, work and play in – and it’s time to get others on our bandwagon and let them all know that we are all believers in this Region.
Now go vote – -and go tell others to vote here: https://www.facebook.com/sacbrandathon. Your vote brings you into the process – -and long, long into the future you’ll be able to look out a Region you’re exceptionally proud to call home … and know that you were part of creating it.
In January I wrote a blog about “The Eleventh Hour.” Centered around the fight to the keep the Kings, I focused on the awe inspiring efforts of the “Here We Buy” campaign assuming the fight was nearly over –Sacramento wasn’t likely to win. My what a year it’s been…
Little did I know at the time, the fight was just beginning. Just a few short months after my post went up, we found ourselves in the middle of a true battle – our Mayor was fighting with everything he had, the community was more united and passionate than I think any of us could have imagined, and 3fold… Well, we managed to get ourselves right smack dab in the thick of it. We hitched our wagon to an unlikely hero, Carmichael Dave. The Playing to Win Tour makes my eyes water, just a little bit, to this day when I think about the exhausting effort we all went through – Dave, Elliot and Sean more than anyone – to get that Tour on the road and home safely. What a thrill it was to be part of something that I’d like to think played a tiny role in our city’s success in what truly turned out to be the eleventh hour.
And, in honor of the epic nature of the Sacramento Kings brand… today, is the day after the eleventh hour. We won the battle, our team stayed, and we watched them take the court last night in what will surely be one of the most theatrical and thrilling home openers of my lifetime as a Kings fan. Here’s a short list of my favorite moments from last night:
- The crowd was there to celebrate, not say goodbye! The final game of last season was packed with fans and nervous energy. This game was packed with fans and absolute elation at what we were all about to experience. The energy was incredible and it made me proud to be not only a Kings Fan but also a Sacramentan.
- Carmichael Dave on a ladder. Who doesn’t love that?
- DeMarcus Cousins showed the fans the growth he experienced in the off season, in both team leadership and sheer performance – leading the team with 30 points and 14 rebounds.
- The Mayor, Vivek and David Stern standing at center court, and giving our community the opportunity to say thank you.
- In the fourth quarter when Isaiah Thomas drained consecutive three-pointers and the crowd WENT WILD… and stayed wild as the team closed out the game with a nail-biting win.
- I’d be remiss to not add my fellow 3folder to the list – Listening to Scott yell “And now…”, knowing that it wasn’t going to be his very last time welcoming our team to the court.
There it is Sacramento – let the love affair continue. Long Live the Kings.
As Vice Chair of Metro EDGE, the young professional program of the Sacramento Metro Chamber, I’m often asked why I devote so much time to a volunteer program. Simply put – access. Access to other motivated professionals, access to regional business and civic leadership, and most importantly, access to inspiration.
It’s easy to get caught up in the daily grind and forget about the big picture. But we can’t. To truly affect change and become a destination where not only I but also hundreds of thousands of other young professionals choose to make their lives, we need to be inspired to create a better city, county and state. How do we do that? Learn what’s been done before, then blow it up!
Metro EDGE’s annual Executive Insight brought together eleven of the region’s top business, philanthropic, civic and cultural leaders to share how they got to where they are today, what it takes to be successful, what missteps to avoid along the way, and what it means to be a great leader. Whew, a mouthful!
This event really does set the bar for professional and leadership development. From the classy location to the unlimited personal access and networking err… make that fun, fancy and insightful conversations! It’s been nearly a week and I’m still on cloud nine, devising my personal strategy take over the world. That’s right, in case you haven’t heard I have big plans!
What did I learn that has me so inspired? Luckily for you, I took notes! Below are just a few of my favorite insights from the night:
“Fear keeps you from success. Identify your nightmare and your dream, the nightmare will always be nothing compared to your dream.” – Chris Johnson, The Johnson Group
“Want to be successful? Find your true north, listen to who you are, and always be authentic. There are no shortcuts.” – Elisabeth Brinton, SMUD
“A good idea is always a good place to start.” – Chuck Cunningham, Cunningham Engineering.
“Roll up your sleeves and help your community. It will always come back to you.” – Stan Van Vleck, Downey Brand & Van Vleck Ranch
“Don’t network, be interesting – and always have a sense of humor!” – Beth Hassett, W.E.A.V.E.
“It’s not about what you do, it’s about what feeds your soul. Blow everything up. Get involved. Be engaged.” – Warren Smith, President & Managing Member of Sacramento Republic F.C.
“If you roll up your sleeves and work hard you’ll get it done. But remember, work is not all that your are – it’s about balance.” – Cassandra Walker Pye, APCO Worldwide
“Don’t be everything to everyone. Instead, find your passion and take the next step to grow the region.” – Dale Carlsen, Sleep Train
“Do something different, be it volunteer or another perspective. It will always lead to better things.” – Kate Renwick Espinosa, VSP Global
“Find what you’re good at and you will reach your potential.” – Adam Pechal, Tuli Bistro Group
“Burn down the status quo. Disrupt the norm and things that could’ve never been envisioned will happen.” – Mayor Christopher Cabaldon, City of West Sacramento
So what did I take away from all of this? I will NEVER be okay with the status quo. I will ALWAYS be passionate. I will NEVER let fear stop me from trying. And, I will ALWAYS dream!
Now, who’s ready to join me and kick start the movement to make the Sacramento region THE destination for young professionals to live, work and play?! Email me at firstname.lastname@example.org and let’s get the conversation started!
Emilie Cameron is Vice Chair for Metro EDGE, as well as Sr. Public Relations Manager, 3fold Communications. 3fold Communications is an enthusiastic supporter of Metro Edge and the professional development of young professionals in our region.
The growth continues here at 3fold, and we could not be prouder. But with so many new faces in the fold, it can be tough to keep track of all of them. So, let’s get know them better starting with our very first Robot employee. What? You ask. Let us explain.
Meet Liz Divelbiss. She may be a Robot (we’ll get to that in a second) but most importantly, she is brilliant. With degrees from USC’s Annenberg School for Communication and Journalism, and years of experience working on communications projects for statewide organizations, Liz isn’t your average creative genius.
When asked to describe herself, one word just wouldn’t do. She responded with… self-motivated, collaborative, detail oriented, ambitious, and many more. We finally had to cut her off! But, it was a sign. She would be a perfect fit for 3fold.
Upon joining the team as an Account Manager, Liz immediately stepped into the fray with our clients – both local and statewide. Her ability to quickly form strong relationships, innovation, strategic thinking and creativity are assets when helping 3fold clients to reach their goals.
Now about the Robot. Liz revealed her ridiculously hilarious side early on when she proudly announced, “I don’t actually have feelings. I don’t get knocked off course. I show no emotions. I am basically a Robot.”
Her sense of humor is subtle, cutting and unique. She often shows up to work resembling your 3rd grade school teacher – but has the wits, guts and smarts that are anything but elementary. She’s like no Robot you’ve ever met… that’s our Liz.
As you stop by, say hi to our very own Robot, Liz. And, don’t forget to bring a can of oil!
We’re delighted to have so many new, and awesomely talented, members of the 3fold team. Check back next week to meet our next 3folder.
Entry Level Designer/Production Designer
Do you get an adrenaline rush working on deadline driven projects? Do you re-size ads faster than a speeding bullet? Can you juggle multiple projects and multiple deadlines all without breaking a sweat? Well, hello design superstar; we want you on our team.
3fold Communications is a prominent Sacramento marketing agency specializing in creating one-of-a-kind strategic communications for clients large and small.
Think you’ve got the skills to support the creative team and agency in producing world-class designs that are both strategic and visually amazing? Then 3fold wants to hear from you.
- 2-3 years of experience and a solid portfolio of design work
- A working understanding of layout, type and color, and ability to take instructions from the creative team to create a complete layout, working proficiently in Adobe Creative Suite (Illustrator, InDesign, Photoshop). Responsibilities also include producing final files to send to print /programming.
- Ability to deliver 60+ production projects per month, on time, under budget, with incredible attention to detail
- Can-do attitude: Willing to go the extra mile to produce the best possible design.
- Not only are you a speed demon in output but you also have some sketching and concepting skills
- Ability to solve design problems, not just make pretty pictures
Nice to Haves:
- HTML, CSS, WordPress and Flash? Bonus points.
Send us your resumes and a link to your portfolio with examples of some of your design accomplishments and why you want to join the 3fold Team.
*This is a full time position offering medical benefits and a paid vacation package.
One of the biggest questions we all face each day is, “What am I going to do for lunch?” I know it’s a big conundrum here at 3fold.
Some of us are solid planners, commited to diets and healthy eating, bringing our food every day and starting our day consistently with a solid workout (for the record – there’s just one of this type here … you know who you are).
For the other 99% of us, busy lives and over-booked schedules leave most of our team barely remembering to eat lunch, let alone make and bring it. When we do remember, more often than not its taken late in the afternoon. For others, we just straight up don’t eat because time gets away from us thanks to deadlines, meetings, and general day to day happenings. Eating healthy (or at all) drops significantly on the priority list.
But we want better for our 3folders.
Enter H.E.L.P – 3fold’s voluntary Healthy Eating Lunch (and breakfast and snacks) Program (HELP). The mission, should we choose to accept it: to enhance 3fold employees’ work/life balance by encouraging a healthier lifestyle, thus enhancing overall employee morale, productivity and focus, as well as decrease the consumption of candy, donuts and other non-healthy sweets being brought into the office.
Here’s how it works: for a monthly voluntary contribution–less than what a 3fold’er typically spends in a month (or a week) going out to grab a quick bite to eat at lunch–the refrigerator and cupboards are stocked with items chosen from a monthly on-line survey of our favorite healthy snacks and meals. Team members go shopping, prepare the food and bring in healthy, fresh food choices to share with the rest of the team.
So today, fresh on the heels of National Donut Day (which we did celebrate enthusiastically), 3fold HELP is launched. Cheers to healthy eating at 3fold!
Sometimes, working in marketing can be so rewarding…and emotional.
We’ve been working with a client, Next Move (formerly the Sacramento Area Emergency Housing Center), on creating a new video that tells their story and their need in way that connects with more people. Last night, we had the opportunity to host a private screening of the video for the dozen or so kids and parents who volunteered as actors in it and found out their own perceptions on the “homelessness” issue.
Before watching the video, we talked about the mission of Next Move and what they’re doing to help more families get off the streets. We asked our young actors what they thought homelessness looked like, and received the typical answers – “old man,” “people that look sick,” “people sitting on the corner with signs,” and so on. Then we showed them pictures of the actual homeless.
Of course, some of these pictures matched their original answers, but many others were of “regular-looking” parents and children. Along with these, we included statistics of the many kids in our community who are currently experiencing some sort of homeless situation—particularly in the areas surrounding our actors’ own schools and neighborhoods.
Before the video even started, everyone in the room was already in tears. And that was the point. Our client wanted to show people that the face of homelessness is changing, and it could so easily be someone close to you…or even you.
Everyone LOVED the video. Afterwards, they shared sentiments such as, “I just wasn’t expecting that,” and, “I thought by knowing the actors the video wouldn’t be that impactful, but it absolutely was.” But the best feedback to hear was, “I can’t believe this is happening so close to our neighborhood.”
Best of all, because of the screening, our client found new supporters amongst this new audience. We were able to send our the group off with more information about Next Move – including more volunteer opportunities for themselves and their families. We can’t wait to see what else the NextMove video helps the organization achieve.
For more information on Next Move, visit their website: www.nextmovesacramento.org
9 years and 60 pounds ago – I find these truths to be self-evident:
1. Top-shelf customer service begins and ends with leading your clients
Our clients hire us to make big things happen – and this requires more than sharing big ideas and chatting about creative campaigns. It’s about providing solutions that work. It’s about speaking truth. And it’s about leading our clients to actions that will generate the results they need (and expect).
2. Caring about your community is a responsibility
We talk about “giving first” as a premium over “giving back” – and we practice this with a community tithing policy where 10% of our time, talent and treasure is donated back to our local community. We care deeply about our community and the friends and neighbors that make Sacramento such a great place to live, work and play.
3. Team culture matters
I believe in only hiring leaders. My job is to dream, point and steer the team so that each person is working in harmony to achieve the same goals. Part of getting everyone on the same page is providing a “got your back” work environment, ensuring opportunities to be succeed are plentiful at every level in our organization, and maintaining independent spirit for working productively in a manner that’s comfortable.
4. Quality is key
We demand a quality product of ourselves and set client expectations to receive quality work from us — each and every time. There are no shortcuts in the quality game – there’s just doing the job right without exception or excuse.
5. Smart creative counts
Creativity only counts when it’s done in a smart and strategic way that generates the results our clients are looking for. Even the most creative ideas are just window dressing if they’re not making an impact. There’s no such thing as a big idea that earns nothing but a short-term splash.
6. Profitability is freedom
I realized early on that if we weren’t focused on profitability, we wouldn’t have the freedom to work on the kinds of accounts we were working so hard for, nor would we be able to help and contribute to our community without being financially secure. By consistently focusing on quality and value, we create the pathway to our own freedom.
7. Take risk, but don’t be risky
As an entrepreneur, you may not always know the destination, but you better at least know which direction you’re heading. Have a plan. The only way to know if we are taking a calculated risk is to weigh it against our business plan and goals. Otherwise, we’re just guessing, or worse, we might not even know if we’re taking a risk at all.
8. There’s a difference between pressure and stress
Pressure is just having more on your “to-do” list than you can possibly get done in a day. Stress is an emotional reaction to pressure, and as such is a choice. Take a deep breath and power forward.
9. Life/work rhythm
There is no such thing as a perfect life balance. Instead, there’s a rhythm and flow to all your various obligations, responsibilities, and focuses. When it feels right to concentrate on one over another, do so. When it’s time to shift gears, make the change. Balance is tough to maintain – just keep moving, you’ll find the right rhythm for your life.
Of course, the biggest thing I’ve learned is that 3fold’s people and the culture make each and every day a joy. Don’t believe me, check out our new video!