C U L T U R E M A T T E R S

peteramayer.com

Culture Matters | 5

There’s a unique culture living deep within your brand.every brand has capital—financial, human, intellectual and, most important,

cultural. Cultural capital can’t be logged in a spreadsheet or counted as

inventory. But it’s there and, if properly managed, can create deep, emotional

connections between customers and brands that defy competition, price

and even convenience. at Peter Mayer, we specialize in uncovering a brand’s

cultural capital and turning it into ideas that get results.

We’re here to help unleash it on the world.

Culture Matters | 7

Zatarain’sZatarain’s has a rich history of making New Orleans-

style food, dating back to 1889. While practically a

cultural institution in its hometown, Zatarain’s was

just another box on the shelf in supermarkets across

the country. We knew that moms were looking for

ways to make dinner more exciting, so we saw this

as an opportunity to introduce real New Orleans

dishes from Zatarain’s to everyone. By leveraging

the unique culture of the brand we were able to

present Zatarain’s as a welcome departure from

bland and boring meals, helping to grow it into a

leading national brand.

Bringing new Orleans flavOr tO the rest Of the u.s.

Culture Matters | 9

Maruccisports can be full of distractions. Contracts and

scandals and 24-hour talking heads—everything

that has nothing to do with the actual game.

But we uncovered a different culture in sports—

one where kids were doing very unkidlike things.

Waking up early. Working hard. Never taking a day

off. We turned that insight into an idea: Honor

the Game. using that as our platform, we created

a brand for Marucci that connected dedicated

athletes everywhere into a larger movement,

with Honor the Game as their rallying cry.

tapping intO the culture Of elite athletes.

Culture Matters | 11

louisiana tourismFor most potential visitors, their understanding

of louisiana was little more than Bourbon street

and jazz. We needed to give people reasons to

visit all of louisiana, not just New Orleans. so we

created a brand that stood for something bigger

than any one destination. louisiana became the

state of authenticity. travelers looking for

authentic, unmanufactured cultural experiences

could find them in louisiana, whether they

were in shreveport, lafayette or New Orleans.

this approach helped make louisiana one of the

country’s most successful and fastest-growing

tourism destinations.

lOuisiana tOurisM is MOre than the french Quarter.

© 2011 The Louisiana Department of Culture, Recreation & Tourism

100% Colorization, 7.5% Film Grain – FINAL

D i v i n g h e a d f i r s t i n t o t h e l o c a l c u l t u r e .

A f i v e - s t a r d i n n e r i n a o n e - s t a r s h a c k .

S e a f o o d s o f r e s h y o u c a n f e e l t h e G u l f b r e e z e .

Culture Matters | 13

centurylinkWhen we started working with Centurylink they

were called Centurytel, as in long distance and

dial tone. But early on we knew that, as technology

rapidly changed, Centurylink would have to

change the way it connected with people. so we

shifted the conversation to a focus on what state-

of-the-art technology allows people to do—run

a business, spend time with the kids, enjoy a date

night under the stars. With this branded approach,

we have helped Centurylink grow into a Fortune

150 company.

helping turn a telecOM intO a lifestyle Brand.

Culture Matters | 15

new Orleans saintsBefore the saints were super Bowl champs, they

weren’t necessarily known for winning. that made

filling the superdome difficult. But we knew that

New Orleanians were fiercely loyal; we just needed

to give them a reason to care beyond the outcome

of a game. through a series of campaigns, we

showed how NFl football was different in New

Orleans, helping to create a deeper connection

between the saints and their fans. Our work worked,

garnering an effie, and in 2006, we helped sell out

the Dome, a first for the franchise and a trend that

has continued ever since.

cOnnecting the saints with the peOple Of lOuisiana.

Culture Matters | 17

In 1967, Peter Mayer had the audacity to start an agency—in New Orleans,

of all places. But it turns out it’s the perfect place to run a marketing firm

focused on culture and creativity. Our connection to the unique culture of

our hometown is the foundation for the work we do. More than 40 years

since Peter opened the doors, we have grown into a regional and national

agency with a crew of 200 professionals—all bound by a love for brands

and the unique connections they create with customers.

Culture. It’s who we are and what we do.

Culture Matters | 19

®

Our client experience represents a wide range of industries. But for all, culture matters.

Clients

anti-defamation leaguearts council of new OrleansBureau of governmental researchcatholic charities the center for children and families fore!Kids foundationfriends of the new Orleans public librarygirls on the rungreater new Orleans foundationhabitat for humanity

Jewish family serviceKid smartthe leukemia & lymphoma societylouisiana children’s Museum the louisiana spcanew schools for new Orleansthe Ogden Museum of southern artparkinson’s association of louisianaunited wayXavier university of louisiana

Part of the culture of Peter Mayer is to give back to the those that are helping to better our communities. Below is a short list of the organizations that we support through pro bono work.

peteramayer.com