a brief introduction to

Budding Culture helps brands

inspire, motivate and activate
like-minded tribes through an
enthusiastic exchange of ideas and
support– leading to the creation
of budding cultures.
Founded 2009

Budding Culture started as a meeting of the minds! a

belief that Web 2.0 has changed how companies need
to relate to people ! and not just in the digital space.
Technology has amplified our need to talk back, share
and participate.

So rather than shout, we believe companies need to

hold conversations, using any and all effective means.
Today marketing is no longer just messaging ! it’s a
key way for companies to build more into their products
and services. It is Social Instigation. That is what we
help create.

We wanted a place to apply our beliefs and do the kind

work we knew great brands deserved. And so Budding
Culture was born.
Meet John,
Director of Creative Instigation
Since 1985, John Zegowitz has worked in Boston,
Chicago, New York, Denver and Southern California as
a graphic designer, illustrator, art director, writer,
creative director and film director. John’s worked
across zillions of disciplines for bazillions of clients.

Most recently John was creative director of Orange

County’s largest privately held advertising agency,
DGWB, helping his client’s connect with their
customers in all manner of communication both
traditional and non-traditional- including online and
experiential forms of marketing.
!
John currently resides in Laguna Beach, CA. with his
wife Pam and two kids Milo and Margaret and still
holds the illusion that he is restoring the vintage
CB750 SuperSport that has been sitting in his garage
for 4 years.
Meet Gil,
Director of Strategic Instigation
Throughout his career, Gil Aranowitz has strived to develop
award winning, effective communication programs around
the world. Passionate about teamwork and bringing ideas
to life, he has led strategy development across a variety of
categories in both large agencies and independent
boutiques.

Much of Gil’s planning experience was developed in Asia.!

Having earned his MBA at the International University of
Japan, Gil was one of the first non-Japanese account
planners to work in Tokyo. Gil also spent three years as a
communications manager for adidas Japan.! At adidas, he
applied the rigors of account planning to all communication
disciplines in the soccer and running categories . . .! leading
to innovative marketing programs and unprecedented
success in a historically difficult market.

Gil is married and has three sons.! He is a martial arts

enthusiast and a self-described “sneaker pimp” with an
impressive (if unorthodox) collection of footwear.
Meet Glenn,
Technology Instigator
Glenn Davis is a seasoned digital marketer with a
passion for driving real, measurable business results
through integrated digital marketing strategies that
deliver maximum awareness, customer engagement
and response.

After beginning his career in consultative solutions

development roles with Tektronix and Globalware, then
scratching the entrepreneurial itch building his own
consulting company, Glenn has spent the last six
years in digital strategy and client development roles
at Argus Interactive and DGWB Advertising before
joining the Budding Culture team. !

Glenn has been married for 23 years to the love of his

life, Christine and has a daughter, Noni who will
someday take over the world. !
- Over 50 years of combined experience

- More brands than we can remember

- National, Local, b2b, b2c, p2p, big, small... worked

with them all

- Various strategies and tactics

- The partners of Budding Culture have the

background and experience to know what drives
successful brand relationships and what doesnʼt
welcome to the age of Social Instigation
Somewhere beyond traditional marketing lives
social instigation, an organic and open-minded
communications method that doesnʼt live alone
in a print ad or on a Super Bowl spot. Nor does
it exist solely on a Facebook Page or smart
phone app. It lives in dialogue– by listening
more and telling better stories.

Wether it be through digital experiences,

promotions, events, social media, PR,
sponsorships or advertising, at Budding Culture
we create conversations between stirred souls
and mutual passions. We get our clients and
their customers fired up and working together.

From there,
we believe anything can happen.
Old School Marketing The Budding Culture Approach

Company

Message

Media It’s all about getting the right

communities fired up, taking
action and embracing your brand.

Prospect
Youʼre brandʼs path to Social Instigation
begins with the new four Pʼs of marketing

1 Purpose
2 3 4
Peers Passion Provide
PURPOSE
Every great brand is driven by a core
passion and purpose.
Budding Culture will help you define your
brandʼs, and turn it into your greatest asset.
PEERS
Donʼt think of them as “targets” think of your customers as
Peers. Peer influence has always been a key element to
sharing passions and building validity and trust. Weʼll help
you understand your true peers and how they relate to each
other and you.
PASSION
Beyond the rational and the emotional, there are ways for
your brand, product or service to connect with customers on
an intuitive level. Budding Culture will help you tap into your
customers primal drivers and build a more action inspiring
relationship.
PROVIDE
Brands that find a way to provide something worthwhile to
their community wonʼt be regarded as party crashers, but as
valuable members of the network that customers want to
have a relationship with. Budding Culture uses itʼs own 4Ps
to help your brand define or create what it provides to itʼs
own budding culture.
 a framework for development

- What beliefs do we consistently - What peer-group bonds and values

uphold? do our audiences share with us?
With each other?

1 2
- How can we show leadership?
Purpose Peers - What affiliations or community
- What is our unique, defining sense- connections are meaningful to our
of-purpose? audiences?

3 4
- What are the ‘hot buttons’ that - How can marketing add value to
get people passionate about our Passion Provide our product, service or brand
brand? experience?
 Budding Culture brings Social
Ideation Instigation to life through four main
practice areas !
Ideation. Fresh thoughts. Unexpected approaches.
Content Community Budding Culture creates unique solutions to pressing
Development Development business problems.

Community Development. Budding Culture helps

identify, create and nurture relationships with groups
Experience of fans, peers, advocates, thought leaders.
Design Experience Design. Budding Culture helps
determine and create the most effective, compelling
ways for your brand and community to interact.

Content Development. Budding Culture creates

powerful stories, conversations, promotions and
events to effectively showcase your brand, products
and services.
 Web Development

Search Marketing
Brand Development
Mobile

Communication Planning

Market Research

Print Design &

Development
Social Media
Agency
Video Production
Services Blog Management

Content
Development
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South Bay Coalition

Shea Homes

Japan Tourism
Experience
Over the years we’ve had the pleasure of applying this
unique brand of thinking to many customers, large
and small, upstarts and stalwarts, brands we grew up
with and some we helped make famous. Above all
else, we’re happy to have had a chance to work hard,
have fun and hopefully contribute to a satisfied
customer, a proud boss and a good night of sleep for
our clients knowing we’re on the case. We would be
honored to add you to this list.
a few simple samples from
CLEVELAND GOLF
Voodoo Putter Campaign
including magic game where
the ball never misses.
print, web, television
POWER AUTO GROUP,
brand positioning and
marketing
LA SALSA,
brand marketing, social
media, advertising and
promotion.
GENERAL MOTORS,
Buick Enclave Launch
GALARDI GROUP/
WIENERSCHNITZEL
broadcast television/
web videos, advertising and
promotion.
JAPAN NATIONAL TOURISM,
2010 promotional campaign
print, web, social media
CLEVELAND GOLF
print, broadcast television, online,
website
YAKULT
print, broadcast television, online,
website
PIONEER,
booth design/posters/print ads
TOSHIBA COPIERS,
local campaigns (San Diego)
print, newspaper, radio, outdoor,
environmental
TOSHIBA COPIERS,
national campaign
print, broadcast, web,
VH1
Rock & Roll All-Stars
branded content concept
CHOC
print, video, experiential, outdoor
CHOC
print, video, experiential, outdoor
Thanks for considering us-
Now, letʼs get fired up!

Budding Culture Inc. !

384 Forest Avenue Suite 18A!
Laguna Beach, CA 92651!
t/ 949.340.5746 !
f/!949.340.5739
www.buddingculture.com

Gil Aranowitz
949.887.1109
Gil@buddingculture.com

John Zegowitz
949.285.6581
john@buddingculture.com

Glenn Davis
949.412.8439
Glenn@buddingculture.com