“Boston has a brilliant mix of talent and business opportunity,” says Kagan. “It’s a city that never fails to foster hard-working and creative marketing professionals or impress our national clients.”

The agency’s expansion and success is in strong contrast to the cuts and closures within the industry. Despite the odds, Espresso opened a virtual office in Boston in March 2009 to test the waters. With Kagan at the helm, the marketing agency delivered a blend of social media and integrated marketing services that spoke with consumers and not at them. In less than a year, Espresso’s Boston team acquired business from eBay, LocaModa, Jive Software and Blade Games World.

“Growing an agency out of virtually nothing during an incredibly challenging time is a huge accomplishment, and it speaks to how strong our marketing philosophy is,” says Kagan. “Setting up a formal office in Boston cements – no pun intended – the real-world success of the agency.”

As of March 1, Kagan and her team call Boston’s South End home. Espresso’s new offices are located on the second floor of 580 Harrison Avenue (the TechSpace Building).

“The South End is an amazing blend of grit and style – which makes it the perfect fit for Espresso,” says Kagan. “Our clients and staff definitely approve of the move.”

Back in Toronto, the agency headquarters are also impressed with the growth and potential in Boston. “Marta proved Espresso’s brand infiltration™ services are what clients want,” says Jacquelyn Cyr, Espresso’s CEO and owner. “Expect more hiring out of our South End office in the near future!”

A few weeks ago a new application was revealed at Mobile World Congress in Barcelona, Spain, that allows users point a smart phone at a stranger and immediately learn more about them via their social networks.

Dubbed ‘Augmented Identity’ this prototype software combines computer vision, cloud computing, facial recognition, social networking, and augmented reality to make… the ultimate stalking tool?

The technology in an absolute sense is remarkable and fascinating, but when we start envisioning what this can mean down the road there are definitely some important questions to be asked and possible reasons for concern—specifically in the realm of privacy. (Which, coincidentally, Brad spoke about just last week).

Yes, the application does currently require that you choose to take a picture of your face and decide which social network profiles you want people to have access to. But if it becomes more mainstream and falls victim to the same ever-changing privacy settings that currently befall Facebook, is it possible that the creepy guy staring at you on the subway can start following your updates on Twitter without you even knowing it?

Is this just the next natural progression in the way we connect with others through our social networks or could it make our identities a little too accessible? Really interested to hear what you think!

I chose to speak about digital privacy and shed some light on all those little choices online citizens make every day. That balancing act we all play out in our minds of how much information we share, and what we try to keep private is becoming a concern for many people. Privacy norms are a clear reflection of the norms of a society and although we’re still very early in the development of online communities, there are some trends we’re beginning to see.

From the Google streetview car, to Facebook privacy policies, and even web-based services that try to shock/educate people into understanding how much information we put online, this is definitely an exciting and increasingly important topic.

This presentation was a starting point for discussion about privacy. There are definitely more questions out there than there are answers and everybody certainly has their own ideas about what privacy means to them. What is important right now, however, is to continue to talk about it, and educate ourselves about how to use online tools.

How do you decide what you share online? How does what you share impact your company’s or your own personal brand? Have you tried to help family members or friends understand their privacy settings, or have you found any really good resources you’d like to tell everyone about? Over to you in the comments!

You see, first of all, viruses are icky. They are in actuality small, infectious agents that can replicate only inside the cells of other organisms. The word “virus” actually comes from a Latin word meaning toxin or poison. Nobody likes getting them (and that includes your customers). Only hackers enjoy spreading them. And I’m pretty confident that no one in their right mind really wants us to create or propagate a virus on their company’s behalf.

What clients want, when they ask us to “whip up a really great viral campaign!” is to create marketing that spreads at an exponential rate —similar to a virus.

Because you see, viral isn’t what a marketing campaign is, but how that campaign spreads. The Secret to Viral Marketing Success has nothing to do with viruses (thankfully). It has everything to do with how share-able, how share-worthy, and how join-worthy the content that you create is. Because sharing is not a passive act (like when you get a virus)—it’s a deliberate choice.

So here’s a thought. Instead of focusing on “viral marketing”, we suggest embracing “consumer-driven marketing”. This means focusing on, and deeply understanding how and why people choose to share things with each other. It means committing ourselves as marketers to creating media that consumers actually want to share; media that’s more akin to a “gift” than to an infectious agent.

Let’s stop creating campaigns, and start creating conversations. Ideas. Experiences. Better yet, let’s start creating conversations, ideas, and experiences that are not only worth talking about, but are actually made better by virtue of the dialogue they evoke. Let’s stop expecting our clients and customers to talk about our brands and instead empower them to interact through them.

It means accepting the fact that when people tell friends about a brand, they’re not trying to help the brand; they’re trying to help their friends. Thus if we want them to share things for our benefit, we damn well better take the time to understand and cater to their motives, not ours.

But listen: if you’re determined to keep spreading viruses instead of gifts, for heaven’s sake, please pass the Purell*.

* This may be the only brand with license to start a “viral” campaign. (Man, I’ve got to start coming up with better jokes.)

We can’t wait to attend as many sessions as possible including “Defaulting Privacy: Personal information and the social web” run by our very own Brad Buset.

Session overview:

How does our desire for privacy balance with our increasing propensity to share information and enjoy personalized services? What are we responsible for as educated online citizens and what could (or should) be legislated? What can we do to ensure responsible usage of information?

As the lines blur between online and offline worlds, an educated discourse around online social norms and personal information security will become increasingly important. Join Brad for a presentation and discussion for all online citizens, marketers, developers and anyone who shares information online.

With only 16 days to go, make sure to register today. Look forward to seeing you there!

We want someone who lives and breathes design on all platforms — but who loves loves LOVES designing for digital platforms and online spaces. We’re not looking for just another talent on the production line: You must have a thorough understanding of design foundations with an eye for art and all things aesthetically pleasing. You must be the type of person who will do whatever it takes to be a part of and help to create something really exceptional.

The Graphic Designer will work our growing Creative Department so it’s essential that you’re a team player and have top-notch communication skills. We’re looking for someone with 2+ years experience and a strong knowledge of all necessary design software.

What else? You have the ability to create impressive animations but also an eye that tells you when not to use them. You’re curious and always learning about new technologies and art forms. You are capable of designing sites from start to finish, and also collaborate well with development teams for more complex projects. You’re passionate, energetic, and fun to work with—and you embrace the exclusion of ego like it’s a personal science.

So are you in? Send a resume, portfolio, and cover letter noting your favourite blog and salary expectation to jobs [at] brandinfiltration.com. Only those on whom we develop preliminary professional crushes will be contacted.

Yes, I am a bit of a polish fanatic, and yes, I do paint my nails every few days regardless of reason. But on this particular evening, I’m waiting for the polish to dry so I can post about the shade on Twitter. Not just so I can tell others how it looks, but because I know that the company who makes the polish—China Glaze (@ChinaGlaze)— will read my tweet and most likely respond.

Consumers who use Twitter have a lot of expectations about how their tweeted thoughts about products and companies should be handled by those brands. In short, most of us expect some type of response. But a basic reply isn’t likely to motivate the average consumer into becoming a brand advocate.

It’s community that makes a difference. When a brand consistently communicates, encourages, and converses with their consumers it builds a genuine relationship—and not just between brand and buyer. Well-cultivated Twitter feeds and Facebook pages also enable fans to interact with each other.

It’s this type of online community that China Glaze has created and also what makes me eager to tweet about nail polish. And, when I begin to think about it, it’s actually the reason why I purchased four of their products this week.

Until I started engaging with the brand online, China Glaze wasn’t a product I often purchased. It was a combination of watching fans get excited over an upcoming collection and the feeling of knowing that the brand was listening that influenced me to make a sale.

And the thing is, this is a strategy that can work for any product—there’s endless space for online consumer engagement. So what are you doing to excite and attract new customers?

We’re looking for a Strategist—someone who will be comfortable wearing multiple hats during this “start-up” phase of growth for the Boston office. Sometimes you’ll play more of an Accounts role, at other times you’ll be the Creative Director—and some days you may end up running out for office supplies or picking up catering for a client pitch. Whatever you’re doing, it’ll be as part of our growing team of super-smarties: Can-do types with serious digital and social savvy and a strong entrepreneurial streak! This is definitely a roll-up-your-sleeves-and-get-your-hands-dirty kind of position—so if your ideal gig includes words like “structure” and “killer amenities,” please do not apply.

So, what would you have to do?

• Monitor industry trends and identify growth opportunities for both Espresso and its clients.
• Define and articulate integrated digital, social, and experiential marketing programs, including overall strategy, tactics, resources, timeline, budget, and projected ROI for clients across multiple industries.
• Serve as a key member of the Client Services team, leading client meetings and presentations, contributing to key deliverables, and ensuring that client satisfaction is exceptional!
• Produce presentations, estimates, proposals, and strategic marketing plans—among other client deliverables.
• Contribute to Espresso’s thought-leadership efforts through blog posts, white papers, podcasts, videos, and other digital content. Bring your creativity and ideas to the table!
• Participate in new business pitches and RFP responses.
• Conduct digital ethnographic research.
• Monitor and measure marketing tactics/programs, set up client dashboards, generate reports, analyze data, and provide strategic insight.

Required skills and experience:

• At least 5 years of experience in a marketing or sales support function, preferably for a major consumer brand.
• Fluency in all major digital and social platforms—FOR REAL.
• An ability to fluidly move from high-level strategic thinking to laser-like detailed thinking at a moment’s notice.
• Exceptional communication skills, both written and oral.
• Strong research/online “stalking” capabilities: You’re someone who can find a needle in a haystack with no trouble, and look good doing it.

And ideally, you’d describe yourself as:

• A self-starter who loves the idea of helping to shape and influence the growth of a new kind of agency.
• You’re not intimidated by the unknown; you’re naturally, insatiably curious.
• You’ve been known to “color outside the lines” and roll your eyes at the status quo. You firmly believe that nothing is impossible.
• You have a big brain, an even bigger heart, and a disproportionately small ego.
• You have a strong desire to be part of a team that does amazing work—and is Amazing at Life™. Seriously.
• You are slightly obsessed with the evolution of technology and really, truly love geeking out on the latest, greatest trends.
• You have at least one freakish talent that we WILL make you share with us over cocktails. Or mocktails, be that as it may.

Think that’s you? Send a resume and cover letter noting your favorite blog and salary expectation to jobs [at] brandinfiltration.com. Only those on whom we develop preliminary professional crushes will be contacted.

Or it could be the eggnog?

Or it could be the intriguing and encouraging predictions woven into TrendsSpotting’s 2010 Social Media Influencers Trend Predictions in 140 Characters — a report comprised of forecasts from everyone from Mashable founder Pete Cashmore to Craig Newmark, of Craigslist fame—and yes, yours truly!

Take a look-see and let us know what you think. Are you optimistic as well?

Our future Infiltrator will have over five years of account service experience with an inclination towards new ways of conducting agency business. You have the skills to scope out strategy and the wherewithal to happily delve into the minutiae. You are a masterful number cruncher, a hobbyist sociologist, and think that the best way to start a week is with an insane timeline. You question your own ideas constantly and ask colleagues to do the same in order to ensure that your clients are getting the best out of your team. If you played ball, you for sure would’ve been the star pitcher.

So what would you have to do?

• Ensure strategic delivery of service to selected clients
• Work with pitch teams in cleverly winning new clients
• Oversee client service team members on selected clients
• Execute flawlessly – without a sense that you’re beyond it
• Have a wonderfully sharp way with numbers – return, accountability, and measurement are not simply jargon for you
• Probably be really, really embarrassingly into Excel or PowerPoint
• Have a genuine capacity to tell a really strong story
• Seriously get why teaminess is a priority, because it’s something that matters enormously to you too
• Agency experience is a must!

Outside the obviousness of the role itself, we are seeking someone who falls in love with ideas, who thrives on learning more and thinking smarter. Someone who lives and breathes emerging media. Someone who thinks that heaven is in the details. Someone who embraces the exclusion of ego like it’s a personal science.

Think that’s you? Send a resume and cover letter noting your favourite blog and salary expectation to jobs [at] brandinfiltration.com. Only those on whom we develop preliminary professional crushes will be contacted.