October 17, 2018

Just For Men Launches Be The Better Man Campaign

What do you do if you’re the original men’s grooming brand and want to encourage men everywhere to be – and look – a little better? You step in front of the mirror and give yourself a makeover.


That’s what AMP Agency and Just For Men accomplished together with this week’s launch of the Be The Better Man brand platform and campaign.



For more than 30 years, Just For Men has been letting guys know it’s not only OK to care about their appearance, but to do something about it. And over the decades, Just For Men has been innovating and refining hair care solutions that make it easy for men to achieve the natural look that lets them feel their best. And as their portfolio has expanded to include beard care and hair regrowth (and more to come), it was time to reinforce the brand’s leadership role in the men’s grooming conversation it started in 1987.


Be The Better Man stems from the idea that it takes a good man to know he can always be a little better. The notion applies to both their daily grooming routine and the way they go about their lives. We are calling on guys everywhere to take the small steps needed to look their best—and do the little things that make the lives of those around them, well, better.


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The campaign launched on CBS NFL Game Day this past Sunday. With the broadcast buy comes a fully integrated brand push. It started with a re-imagined website, email and social channels and will continue with an omni-channel paid media campaign within outdoor and digital. We’ll be on TV screens and in locker rooms at the hottest gyms in our key markets. Digital will focus on partnering with the web’s leading experts on grooming (GQ), dating (Match), business travel (Conde Nast Traveller), and parenting (Fatherly) through custom content and ambassador/influencer programs to reinforce the message of being better in all aspects of life. We’ll ultimately push product via direct-to-consumer tactics within programmatic and social channels through efficient reach and continuous frequency in the Better Man messaging against our male audience.


Check out the following coverage to learn more about the campaign:

Ad Age


Marketing Dive 

Marketing Communications News


November 24, 2010

Evaluating Creative

When watching TV, reading a magazine or surfing the web, what is it that makes a brand's ad stop a consumer? Like art, it is subjective. While Impressionism may resonate with some, others gravitate towards Abstract and Pop Art. Similarly, the humor in an ad may be what is memorable to one, while others remember the music or unique camera angles. However, just because you remember the ad, doesn't mean that you can recall what brand it was for. When evaluating creative, on a subconscious level, consumers are probably asking themselves the following questions:

  • Does this ad make me laugh?
  • Does the ad evoke an emotional response in me?
  • Do I remember the product?
  • Am I already a fan of the brand?
  • Will I talk about this ad with friends and family?

This subject has come up on two different occasions during the past week. Sitting at a bar with friends on Friday night, one member of the group started talking about our favorite ads on the air right now. We all came from different industries ' marketing, consulting, technology. Only a few responses were the same ' Apple, Budweiser, Nike. One friend said Geico. Since there are currently three or four campaigns on the air, I was curious as to which one. His response, all of them. Whether the Cavemen, Gecko or the Rod Serling-esque announcer, he remembered that they were all Geico. And, more importantly, they all made him laugh. Does having that many different campaigns dilute their brand or cause consumer confusion? From my informal focus group of a few, apparently not.

While at a TV shoot for one of my clients, we were talking about what a brand needs to do to stand apart from all the clutter in today's marketplace. The oversaturation of marketing messages is much greater today than even a decade ago. What are the campaigns we remember and why. We agreed that the use of music in Apple's iPod ads differentiates them. The PC vs. Mac campaign's simplicity against a white backdrop is now something other brands try to emulate. The Old Spice 'The Man Your Man Can Smell Like'? campaign brings the message to life in a 360 degree way.

One thing was certain. As long as the ad reflects a brand's personality, goals and objectives, whether or not it is liked by the public is a matter of personal opinion. Ask the question the next time you are with a group of friends. Their answers might surprise you.

June 11, 2010

An Intern(al) Point of View

by Julie Cohen, Intern, Creative Services

As soon as I graduated from high school, my father, a self-employed Executive Recruiter, informed me that from then on I would be 'making good use of my summers.'? His idea of 'good use'? did not involve taking a job as a camp counselor, lifeguard, or waitress. It meant interning.

Four years, a college degree, and eight (yes, you read that right, EIGHT) internships later, I landed the Creative Intern position here at AMP Agency. Prior to AMP, I networked my way through New York and Boston, taking on different internships every summer of college, sometimes two simultaneously. Sure, there were the occasional coffee runs and filing, but in retrospect, I never had a bad internship. However, I feel like all my previous experiences were just one big test run for AMP.

I walked into the office on my first day and immediately realized that I had never been inside an agency as welcoming and communicative as AMP.  Rather than sitting isolated behind cubicles, people pop their heads over the short walls separating desks to exchange a joke or feedback on a client project. When one of the Creatives took me around the office to introduce me to my new colleagues, I could not have felt more comfortable. Everyone was genuinely interested in my background and enthusiastic about his or her client work at AMP.

In the past, after being given a project at an internship, I've looked over at what my superiors were working on and thought, 'That looks so cool, I wish I could do that!'? At AMP, no such thing will ever cross my mind. Why? Because I am too busy pouring my design skills into everything the Creative team throws my way, which has lately been an out-of-home marketing program targeting teens.

By no means does my work as an intern allude only to menial tasks like resizing or re-linking images in InDesign. I am instead given part of a project that the other members of the Creative team are also involved in. Today, while one of the full-time designers is resolving a print piece, I, between spurts of prose for this blog entry, am creating a vector image for the same print campaign.

Sometimes I almost forget that I am an intern. My colleagues speak to me on the same friendly, respectful level as they regard each other. They trust that I will complete multiple projects with specific deadlines, responsibilities I used to associate only with a real-world, full-time design job.

I didn't know it until I got here, but AMP Agency is exactly what I have been looking for: a great client base and talented group of people from which I can learn and improve. Every morning I wake up and can't wait to get to work. There is no place like AMP.

March 22, 2010

Designers Loathe Papyrus

y Lisa Fortini, Designer, Creative Services

If you ask a designer which typeface (or font, to non-designers) is their favorite, they will inevitably launch into a 20 minute diatribe. This long speech will most likely include some rant about how AWFUL Papyrus and Comic Sans are, and possibly mention how amazing they thought the "Helvetica" documentary was.

I know it seems silly to most people, but choosing the best typeface is something that designers are very passionate about. We get so passionate that we even post things online about our geeky love of typography. Watch this video personifying a typeface battle

Designers work very hard to craft a design that is in line with the emotions and messages that the brand wants to communicate to the consumer. The right typeface will make or break a logo, a web page, an ad... potentially an entire campaign.

So, please excuse us if we get fussy when we see a poorly formatted Word document in all Comic Sans or a suggestion to use Papyrus as a logo typeface. We're just very passionate about what we do because we want to make the best possible product for our clients