DiMassimo Goldstein

07/03/2024

People die. Life goes on, but...

It's been, I think, about a year since Michael Goldberg ceased being our embodied PBC angel and joined the Angels.

After he died, I vowed to myself to hear his voice in my mind and follow his teachings.

In short, positive is differentiating. Helping people change habits for the better is meaningful. Being positive is at least as much about heart, soul, and intention as it is about proprietary processes.

But, life goes on. Clients needed a fighter and so did DiGo. I got into the fight to help all concerned wrest silver linings and unlikely victories from challenging economic times and Michael's voice was gently relegated to the Chorus of Qualms.

Lately, enjoying a stretch of hard-won successes, I have found Michael's voice come back to me stronger than ever. Now, I'm not trying to summon him, he's just there.

Some people have noticed it in my leadership and some have noticed it in my posts too. Barbara Goldberg even mentioned the vibe coming through. I feel very strongly that it is.

So... people die. Life goes on. But, do spirits as powerful and concentrated as MG's really die? Not for me. Not while those who knew him and carry his spirit with us still live and work it out right here.

For years, I've talked about "inspiring action" and here is an example of forces set in motion, ripples becoming waves long after, shores reshaped.

05/11/2024

Advertising can be a wonderful adventure.

Case in point:

2000, my agency is hired by The Island ECN, an electronic communication network newly licensed by the SEC for brokers to trade stocks.

Ed Nicoll, the CEO of Island and Datek notices a sharp rise in activity originating from a new kind of trading - automated quant trading.

He and CMO Andrew Goldman send me to spend the day with Jim Simons and interview him about what he’s trying to do.

Simons is surprisingly eager to talk to me and tell me all about his quant trading vision and challenges.

This man is making his first billion while we just sit and chat for hours as if he’s still a physics professor with all the time in the world!

Our campaign helped make Island the #1 ECN.

Quant traders like Simons helped by making Island their ECN of choice.

Jim Simons became one of the richest men in the world.

DiGo became a top agency for capital markets innovators, from Instinet to NASDAQ to thinkorswim and … so many adventures.

DiMassimo Goldstein Lee Goldstein Ainslie Simmonds Thorsten Schmidt, CFA Lee Barba

Using advanced computers, he went from M.I.T. professor to multibillionaire. His Medallion fund had 66 percent average annual returns for decades.

05/05/2024

28 years ago today, I founded DiMassimo, Inc.

Ben Rothfeld was our first employee, a planner.

Soon, Dane LaChiusa and Greg Oreck joined as our first creative team.

A couple of years in, Lee Goldstein, Jonathan Lee, Doug Ray, and Melissa Brooks Kelly were partners, while Carol Holsinger, Phil Gable, Kim Nguyen, and a motley crew of other greats drove creativity…

We ended the 90s as fastest growing agency, graced the covers of a few magazines, poster child for “irreverence” “guerrila” & “word-of-mouth,” an agency with the creativity to establish Crunch Fitness and the smarts to drive capital markets, fin-tech, and business innovators to market-leading positions.

Working with founders and change agents to drive positive change has always been our core, and that’s no different today.

There is a level of thoughtfulness, smarts, and craft that it takes to build a premium brand, and our clients are icons of modern premium brand-building.

They know how to build brand and drive revenue while delivering positive behavior change.

I’m grateful to every client, colleague, teammember, and friend who has helped this grand adventure along.

Lee, Lesley Bielby, I, and our talented colleagues are here because of you.

I’m still experimenting and learning. Here’s to the next 28!

DiMassimo Goldstein

03/06/2024

Never count Amazon or Whole Foods Market out!

New Whole Foods Mini-Markets coming to urban areas - I opine on Fox5NY News at 5pm.

Great with great brand .

Whole Foods is looking to open 'Daily Shop' stores roughly a quarter to half the size of a regular-sized grocery store.

03/01/2024

This interview I did last night starts with the iconic "I Love Bread" TV spot that DiGo (DiMassimo Goldstein) did... continues to talk about the leading celeb (Oprah Winfrey) that we helped integrate into our longtime client (WeightWatchers).

It's hard times for the weight loss and healthy eating industry for sure, with this season off to a poor start across the entire industry (except for the drugs themselves which are booming).

But, I'm impressed with Sima Sistani and I believe there will still be a role for this category in helping people develop and maintain knowledge, attitudes, relationships, and habits that make for healthier, happier lives.

Don't count Nutrisystem, Inc., Jenni Craig, Slimfast, or Noom out either.

When the going gets tough, the share goes to the marketer who knows WHO is buying, WHY they are buying, WHAT really motivates them, and HOW they really want to engage... and then executes on that knowledge with empathy, creativity, and distinctiveness.

Let's go!



https://www.youtube.com/watch?v=V3Q5F0Z6Z3s Lee Goldstein DiMassimo Goldstein

Oprah steps down from WeightWatchers after admitting to using other weight loss medication.Subscribe to FOX 5 NY: https://www.youtube.com/fox5ny?sub_confirma...

12/25/2023

Neon sign for my home office - great Christmas present!

08/31/2023

𝐒𝐞𝐫𝐯𝐢𝐧𝐠 𝐁𝐫𝐚𝐧𝐝 𝐒𝐮𝐜𝐜𝐞𝐬𝐬.

Creative's role is to serve.

Creative serves Advertising.

Advertising serves Brand.

Brand serves Business.

And Business should serve its Mission and fulfill its purpose.

𝑻𝒉𝒆 𝒃𝒆𝒔𝒕 𝒂𝒈𝒆𝒏𝒄𝒚 𝒑𝒂𝒓𝒕𝒏𝒆𝒓𝒔 𝒌𝒏𝒐𝒘 𝒉𝒐𝒘 𝒕𝒐 𝒔𝒆𝒓𝒗𝒆…

Period.



Mark DiMassimo Lee Goldstein Jennifer Kilberg

08/29/2023

𝐒𝐲𝐧𝐜𝐞𝐝 𝐒𝐮𝐜𝐜𝐞𝐬𝐬.

True marketing creativity is one of the rarest commodities on earth.

And mixed with some good old-fashioned business strategy…

It’s even more killer for driving business results.

𝑨𝒕 𝑫𝒊𝑮𝒐, 𝒘𝒆'𝒓𝒆 𝒂𝒍𝒍 𝒊𝒏 𝒐𝒏 𝒅𝒆𝒍𝒊𝒗𝒆𝒓𝒊𝒏𝒈 𝒕𝒉𝒆𝒔𝒆 𝒊𝒏 𝒕𝒂𝒏𝒅𝒆𝒎 𝒇𝒐𝒓 𝒐𝒖𝒓 “𝑷𝒐𝒔𝒊𝒕𝒊𝒗𝒆 𝑩𝒆𝒉𝒂𝒗𝒊𝒐𝒓 𝑪𝒉𝒂𝒏𝒈𝒊𝒏𝒈” 𝒄𝒍𝒊𝒆𝒏𝒕𝒔.

If you’d like to hear about the results the approach is creating, I’d love to hear from you.



Mark DiMassimo Lee Goldstein Jennifer Kilberg

08/28/2023

𝒀𝒐𝒖 𝒄𝒂𝒏’𝒕 𝒄𝒓𝒆𝒂𝒕𝒆 𝒂 𝒃𝒖𝒕𝒕𝒆𝒓𝒇𝒍𝒚 𝒃𝒚 𝒕𝒆𝒂𝒄𝒉𝒊𝒏𝒈 𝒂 𝒄𝒂𝒕𝒆𝒓𝒑𝒊𝒍𝒍𝒂𝒓 𝒃𝒖𝒕𝒕𝒆𝒓𝒇𝒍𝒚 𝒕𝒓𝒊𝒄𝒌𝒔.

Start - Stick - Stay

Brand habituation has different stages, and at DiGo, we know how to guide customers through each phase from attraction to building the brand into a habit.



Mark DiMassimo Lee Goldstein Jennifer Kilberg

08/25/2023

The results are in!

𝑷𝒐𝒔𝒊𝒕𝒊𝒗𝒊𝒕𝒚 = 𝑷𝒓𝒐𝒇𝒊𝒕𝒂𝒃𝒊𝒍𝒊𝒕𝒚

We have the proof at DiGo…

In hard numbers.

Being good for people is also, no surprise, really good for business.

If you want to dive deeper into this, let me know. I'd love to connect.



Mark DiMassimo Lee Goldstein Jennifer Kilberg

08/24/2023

𝐀𝐝 𝐖𝐨𝐫𝐥𝐝'𝐬 𝐑𝐞𝐚𝐥𝐢𝐭𝐲 𝐂𝐡𝐞𝐜𝐤

Arrogance kills the Advertiser.

Despite what Mad Men might leave you thinking…

𝑴𝒚 𝒆𝒙𝒑𝒆𝒓𝒊𝒆𝒏𝒄𝒆 𝒊𝒔 𝒒𝒖𝒊𝒕𝒆 𝒄𝒍𝒆𝒂𝒓: 𝒕𝒉𝒆 𝒃𝒆𝒔𝒕 𝒎𝒂𝒓𝒌𝒆𝒕𝒆𝒓𝒔 𝒂𝒓𝒆 𝒕𝒉𝒐𝒔𝒆 𝒘𝒉𝒐 𝒍𝒐𝒗𝒆 𝒕𝒐 𝒃𝒆 𝒑𝒓𝒐𝒗𝒆𝒏 𝒘𝒓𝒐𝒏𝒈.

Humility is worth its weight in gold in this business.



Mark DiMassimo Lee Goldstein Jennifer Kilberg

08/23/2023

Habits > Transactions

Relationships are more valuable than sales.

A sale is a one-time event.

A relationship keeps giving.

𝑯𝒆𝒂𝒍𝒕𝒉𝒚 𝒉𝒂𝒃𝒊𝒕𝒔 𝒂𝒓𝒆 𝒎𝒐𝒓𝒆 𝒗𝒂𝒍𝒖𝒂𝒃𝒍𝒆 𝒕𝒉𝒂𝒏 𝒔𝒂𝒍𝒆𝒔 𝒇𝒐𝒓 𝒃𝒓𝒂𝒏𝒅𝒔 𝒂𝒏𝒅 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔𝒆𝒔.

When we align the brand with the whole habit rather than the one-time sale, it makes all the difference in lifetime value.

That’s how you maximize the value in your brand and your business.



Mark DiMassimo Lee Goldstein Jennifer Kilberg