ICON Worldwide

Half-way point

Rachel Gibbons — Mon, 30 Apr 2012 13:23:48 +0000

I’m at my half-way point here at Icon and it has flown by. Since I’ve been here I’ve learned a great deal not only about design, but about culture as well. I’ve traveled to Salzburg, Geneva, Paris and then some. I’ve met really wonderful and creative individuals who I hope to keep in contact with far beyond my visit to Switzerland.

For me, living in Gais has been a nice change from the bustle and grime of Philadelphia. Being surrounded by nature is calming in the morning before and evening after work. Cities are just a train away and weekends are perfect for excursions.

My portfolio should build nicely after these three months and I’m sure this next month and a half will fly by just as quickly as the first did. I’m sure that I won’t want to leave, but am excited by all of the possibilities awaiting me back home.

Bike Ride Up Mount Santis

bianca — Fri, 30 Mar 2012 08:53:47 +0000

One of the top experiences of my life to date, solo bike ride up to Mount Santis, the highest Alp in the northeastern Alpine region. 50 miles, over 5,000ft of climbing, snow, switchbacks, Germans taking my pictures for me and making me laugh, views of 6 other countries, french fries, grass, small towns, sweat, peanut butter and smiles.
Now back down to reality and onto my final weeks at Icon. Lots of work to do that I can’t wait to share!

Update: Social Media Strategies for Highly Regulated Industries

admin — Sat, 24 Mar 2012 16:08:52 +0000

Update: 24.3.2012

Some interesting new developments in how financial services firms are faring in the world of social media in todays New York Times article: “On Wall Street: Keeping a Tight Rein On Twitter.” The article describes how companies such as Morgan Stanley, Deutsche Bank, Guardian Life, and Wells Fargo are managing to operate within in the confines of internal compliance officers and government regulators.

Unfortunately, it seems to be a wholly “unsocial” procedure. The article describes how, at Morgan Stanley, for example, all Tweets are prescreened by internal compliance officers. This naturally means that all timeliness, one of the fundamental principals of sharing on any social media network is not possible.

The pre-screening of messages is likely an inavoidable step for regulated industries such as pharma or finance. Till now much of social media activity is focussed on financial relations reporting, and press releases. One approach that has some promise is individuals sharing under their own name, on accounts which identify them as working for a pharma of financial services company. As well, there are a host of pharma and financial services blogger/experts who are extremely present on social media. Very likely these consultants make their living advising actual companies, so their comments are only one step removed from an actual firm.

The point will always be the content. Noone argues that stock tips or drug recommendations can be released without regulation. And that regulation will always slow down the process. Still, individuals are also very interested in what is happening at a company. Goldman Sachs, for example, likely missed an opportunity to respond to the resignation letter story. Here was a PR nightmare, unfolding fast across social media and GS failed to put even a simply message out there to defend itself.

July 10, 2011

Highly regulated industries such as pharma or finance face enormous challenges to use social media effectively, without violating regulatory restrictions. Clear, these companies cannot afford to wait for easy solutions. For both pharma and finance, the issues are similar. Broadly speaking, companies cannot be seen as making unsolicited recommendations such as “buy this stock” or “use this drug”. International regulatory issues are particularly challenging. As Twitter, FaceBook, LinkedIn etc. are effectively borderless, companies must be extremely careful not to violate a regulation in some far-flung nation. Finally, most daunting of all, how to respond to the mass commentary taking place about their companies and business areas without their input. The blogging public has created a large share of search results for major brands, in fact, 25% of search results for major brands are user content. For all companies the need to respond to this public discussion is critical.

Morgan Stanley’s recent announcement that 600 of its most elite brokers will begin to use Twitter and LinkedIn (See Bloomberg) demonstrates one potential solution, and a small step forward. In 2010 the Financial Industry Regulatory Authority (FINRA) issued the first guidelines for social media use. Essentially, as all broker communication is already recorded and archived, so will the the social media activity. The same regulations regarding insider trading and recommendations apply to social media. Effectively all information has to be treated as sales literature for public distribution. On Twitter advisors will be limited to posting information which has been approved in advance by Morgan Stanley. On LinkedIn, brokers may not be allowed to randomly connect to people, they may not recommend themselves, or be recommended by others. And all activity will be archived on a custom Morgan Stanley system for three years. For more, see: Morgan Stanley Cautiously Wades Into the Social Media Waters – Will Others Follow.

For pharma, the regulatory issues are quite similar, in principal they may not promote their brands or products in an unregulated manner, and they must be wary of differences in international restrictions. Unfortunately, here to, the regulators are slow to respond. The first FDA hearings on social media were held in 2009, but formal guidelines are still, apparently, being developed. The FDA has managed to remind pharma companies that, as with finance, the standard communication guidelines apply. For example, any references to specific drugs must include the relevant risk information, and can only be advertised for it’s specific uses, etc. But after that it gets tricky, what happens when a FaceBook user makes a comment implying broader benefits for a drug, and then this comment gets shared within a branded context? Pharma regulations also require companies to notify the FDA in cases of “adverse events”, i.e. when a customer reports a negative effect from a drug. This implies that if a patient complains about a drug in a FaceBook post, the pharma companies are obligated to be aware of the comment and report it.

On the other side, are the massive opportunities social media presents for both pharma companies and patients actively seeking out as much information as possible about their illness. We are closely connected to the cause of Rare Diseases through our work with CheckOrphan and Swiss Rare Disease Day. Orphan diseases are diseases which affect less than 1 in 2,000 people, and therefore do not receive the research and funding they require to find a solution. For these people, finding as much information as possible is hugely important, as is connecting to a global community of people who have experiences or information to share. An additional challenge, since doctors so rarely encounter these sicknesses, they often do not recognize them, and fail to make proper diagnosis.

In this context, finding the right balance of utilizing the strengths of social media to share information and build communities, within the regulatory framework is a clear challenge. It seems likely, regulation will adapt to meet challenges of this new media over time.

Bittersweet Symphony, that’s life.

kat — Fri, 23 Mar 2012 09:04:22 +0000

It’s been a fun ride here at ICON. I’ve worked on various projects with clients such as the Universität St.Gallen, Universität Luzern (still in the works) and SIGMA ALDRICH … my #1 client . I’ve learned A LOT. Each project has helped me grow more and more and for that I am so thankful. It’s kind of scary (yet exciting) now that my time here is coming to an end. 2 WEEKS! Where did the time go?? Now what? Well, that’s the beauty of it … no where but UP. I am going to miss the beautiful land of the Swiss! I’ve made some pretty awesome friends that I will have the pleasure of knowing for the rest of my days and I am excited to see where everyone’s path will lead them. I’ve traveled to some amazing cities rich with history and character. I’d have to say Salzburg was one of my favs … for the hills were alive!! Next on the list would have to be our bike trip to Lindau, Germany. Everyone should experience that adventure.

I came into this thinking to myself “What if I don’t have what it takes?” Nonsense. Absolute nonsense. We are our own worst critic. It was a tough transition in the beginning, but I love challenges … if I get knocked down, I come right back up fighting for more! This has been an all-around amazing growing experience and it’s only the beginning. Until we meet again … Auf Wiedersehen!

I’m ready for what lies ahead …

Late to the blog post circuit

bianca — Sun, 04 Mar 2012 10:47:36 +0000

I am late to the blog post circuit! I currently wrapped up an 80+ page Conference Guide for St. Gallen’s HSG School, so I would like to use the excuse, “I’ve been busy!” The HSG TALENTS Conference is the official Recruiting-Event of the University of St.Gallen (HSG). The conference starts February 28th and runs all the way till March 22, filled with presentations, workshops, interviews, company dinners and a career fair. I can’t believe over 120 companies, plus the entire student body will be utilizing my design layout, what a great feeling.

Within the processes of getting the guide together I learned manyyy valuable lessons. It was my first experience working so closely with the clients and setting a large document like that up for press. I feel like InDesign and I are actually friends now, opposed to our stand-offish relationship we used to have.

Besides all the proud work I have been producing at Icon Worldwide, living in Gais is one of the most relaxing feelings I’ve had in over four years. Its so strange being able to get lost in my own head now. Going from two jobs, friends and family in Boston, to the quiet country-side nestled in the mountains, it really opens up so many opportunities to focus on myself and my passion for design.

Removing myself from the city of Boston, where answers seemed to be at my fingertips and putting myself in this unique situation at Icon, out in the foothills of Switzerland has shaken me up to the max, but I wouldn’t have wanted my first month and a half to go any other way. Lessons will be learned and in exchange memories will be had.

On the move

Eleanor Kaufman — Thu, 01 Mar 2012 15:27:41 +0000

When I clicked the “purchase“ button for my ticket to Switzerland, my heart jumped up and grabbed hold of my throat. It was confirmed- I would be flying to Switzerland on February 1st for three months to intern at Icon Worldwide, a marketing and design firm on the Eastern border of Switzerland. After a year of feeling I had reached a plateau and couldn’t fit together the millions of pieces to my complicated future-puzzle, suddenly a plane was going to pick me up, take me across the ocean and drop me in a design firm for three months of an intense professional work experience. This was my chance to see the puzzle pieces clearly again and just maybe I could begin to figure out how they all fit together.
In May of 2010 I received my BFA in Graphic Design in Boston. I left my program feeling energized and excited about my work and ready to find a good job. I spent a year applying to positions, everything from a production assistant at a publishing house near Boston, to a concept artist and game designer in New York. I had two good interviews but both positions were given to someone who had more years of experience than me.

I spent many nights with friends, sipping wine and sharing similar disheartening experiences about our job searches. We talked about how invaluable we would one day be in the right company, in the right environment. We fantasized about involving ourselves in meaningful and passionate work…and getting paid for it! Yet, here we were, at 1:00am on a weeknight, filled with resentment and booze; and with nowhere to put these arms full of dreams!

As time went on, the resume updating and cover letter-writing begin to ware on me. I began to see that my skills needed polishing, and that I did not have certain experience that would give me an advantage in a struggling economy and a competitive job market.

When I knew I would be traveling to Switzerland, my mind took off on all sorts of uncomfortable leaps. Corporate Design for me? Switzerland in February? I hate winter! As a bartender, I had always been the one to give advice to my crazy regulars. Soon, I had regulars at my bar counseling me; reminding me to embrace it, to learn as much as I could and to bring them chocolate. Ahead of me was this big adventure, and instead of being excited, I feared everything about it.

It occurs to me now that I was trying too hard to take the perfect next step, to fit the puzzle pieces in “the right” order and I was worried Switzerland wasn’t the right next move. I decided to stop trying so hard to feel good about it. I accepted the fact that I was nervous and anxious for this experience and began to look forward to the possibilities, understanding for the first time that there was no “right” next move.

We simply cannot plan our lives out like we know everything about them, and we most certainly can never fear them. We take steps every day. We move and arrive somewhere new every day. I came here with a goal that I will learn and grow as a designer and as a person. I came here knowing my fears and believing in my strengths. I am moving.

Introducing Project Firefly

ICON Worldwide — Mon, 20 Feb 2012 16:00:15 +0000

We are proud to introduce Project Firefly, an exciting new platform for identifying global talent. Founding sponsor Credit Suisse has taken the lead with the Emerging Leaders Essay Competition. Students and recent graduates are invited to respond to any of four topics in an original essay. Winners will be invited to a thought leadership conference in Hong Kong.

Project Firefly is a concept that is easy to embrace. Selections will be made based solely on the merit of the intellectual contribution in blind judging by a panel of academic leaders from around the world. While corporate social responsibility is a timely topic, in many ways Project Firefly serves a more pressing business need. As business focus increasingly shifts beyond established western markets companies are challenged to build local teams. This in turn demands new recruitment channels beyond the well established universities. Ambitious students are given the opportunity to prove themselves and gain exposure to companies with whom they would perhaps struggle to be visible.

Over time Project Firefly will expand into a wider publishing platform for academics. Corporate sponsors will continue to host competitions on specific subjects, but open entries on any topic will also be welcome. In this way the platform will become a much needed new vehicle for fresh thought from all corners of the world.

One of our special skills is the ability to take big ideas and bring them to life, fast and at a high level. The ICON team developed the Project Firefly brand, designed and produced the launch site in under six weeks (over xmas) including name, logo, website, and the full social media program including: Facebook, Twitter, Google+ and LinkedIn. Daniel Sabio gets credit for for nailing the name in the first round. The design team was led by Kate Ricci and Daniel Hernandez with Valerie Armstrong and Bianca Pettinicchi. Daniel Sabio and Ryan Davis led the development effort.

Moving on up to the east side

kat — Fri, 17 Feb 2012 14:09:51 +0000

Fast forwarding a smidgeon – at my month and half mark here in Gais, Switzerland. I’ve come along way since my first week. I am so happy I listened to my gut and made the decision to cross the pond!

I’ve met some awesome people, being here has broken me of my stubbornness (which is weakness in disguise) when it comes to corporate design. Ask me how far the Sigma Aldrich logo should be from the right, bottom edge? 10 mm. Ask me how long the logo should be? 47mm. What should the body text font size be? 9 over 11. Piece-a-cake. Smooth as butta. Sigma, you owe me a job.

I know things work out for the better. Things happen for a reason. It’s up to us to make our decisions. Even though Switzerland wasn’t where I pictured myself being, I took that spontaneous leap and I finally got a piece of the pie!

Lugano

valerie — Mon, 06 Feb 2012 08:56:45 +0000

Last week marked the end of an era at ICON Worldwide. Daniel Hernandez and Daniel Sabio (#DD), both graduated from the internship. Together, they were a design/programming powerhouse; check out the website they built for Project Firefly, a platform for academics worldwide to share their ideas. Their obscure references and unflagging sense of humor will be missed. To celebrate their last weekend with us, and to escape the wretched weather predicted for Gais, we hopped a series of trains to Lugano after work on Friday.

Last of the D’s

hernandez — Mon, 30 Jan 2012 12:22:13 +0000

Last weekend we all ventured out and went to Lugano. We hit up the olive grove paths and also ate some delicious ribs at grotto al bosco. Lugano is a great area to do some people watching because there is a variety of different personalities and characters (even the animals are interesting to watch). The mountains and water are stunning to see especially during the sunset. I also bought some cheese…which shouldn’t come as a surprise to those that know me…and or read my previous blogs.

The trip home was an added adventure with 30 min late trains…missed connections…and as always a shaky language barrier. But all in all, we had a great time.

As I head back to the states in search of a job (check out my website… www.dlhernandez.com ), I will miss the beautiful landscapes, random mystery cheeses, and of course the great people I met here.

If y’all are ever down in Texas, come visit me and i’ll hook you up with a gun rack and we could even wrangle us up some cattle.

See ya on the other side and don’t forget to smile.

Note* That is my shadow in the bottom left corner…

Note** I don’t have a gun rack

Note*** I have never wrangled up any cattle

Note**** I have milked farm animals.