5 DAYS UNTIL THE MOSAIC AWARD SUBMISSION DEADLINE! Meet our 2023 Mosaic Champion Geraldine White! Who will take on the honor of #DEI champions in #Advertising this year? Don’t forget to submit your organization’s nomination today! Submit today: aaf.org/mosaicawards.
American Advertising Federation’s Post
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I must admit to deliberately avoiding the bad-news stories and surrounding vitriol - which more often than not have their own agenda - in favour of positivity and a feel-good attitude. It's not that I have my head in the sand, it's simply because I'm sick of it (to quote Stephen Merchant!) So I loved this piece by Emily Pinto in Katie Couric Media on chief brand officer at Procter & Gamble, Marc Pritchard, recently inducted into the Advertising Hall of Fame, which celebrates industry legends who’ve "distinguished themselves with outstanding globally recognized achievements, remarkable innovations, and exceptional philanthropic work - both within the advertising industry and in their communities." Marc was instrumental in creating "a shift in P&G’s advertising - toward purpose-driven content. These are those ads that make you think, make you cry, and might even inspire you to go out and do some acts of good yourself. In fact, Pritchard’s reimagining of P&G’s advertising strategy can be summed up in two words: growth and good. The company’s approach serves a dual benefit: Promoting inclusivity through advertising is good for both business and society. As Pritchard explained to the WFA: “If you think about your brands as being a force for good, and a way to meet the needs of the people you’re serving, that’s also a force for growth.” Thanks Emily! #purposedriven #customerexperience #employeeexperience #feelgoodmoments #sickofit
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TIME TO STOP ‘LATINO COATING’ & PRIORITISE HISPANIC MARKET THROUGH AUTHENTIC ENGAGEMENT 🚫 Stop ‘Latino Coating’ or kiss your career goodbye, warns the Hispanic Marketing Council (HMC). It has launched a bold campaign –#STOPLATINOCOATING – urging US marketing & advertising chiefs to prioritise the Hispanic market and engage with the community authentically. With a value of $3.2 trillion, this market deserves more than superficial gestures. 💬 "To us, Latino Coating is a form of cultural appropriation that seeks to capitalise on Latino identity for marketing purposes without genuinely valuing or respecting the culture. It’s akin to whitewashing, greenwashing, or rainbow washing, but it preys on Latino identity, offering a mere illusion of inclusivity by adding Latino elements on the surface. It’s activating during Hispanic Heritage Month and patting yourself on the back,” explained Luis Miguel Messianu, Founder, President and Chief Creative Officer of MEL & creative director of this campaign. 👁️🗨️ "It’s time for CMOs to wake up, treat us as we are: the fifth largest global economy,” adds HMC’s Chair & Zubi's Isabella Sanchez. #FairPlayTalks #StopLatinoCoating #HispanicMarket #Inclusion #AuthenticityMatters #AuthenticEngagement #ChiefMarketingOfficers https://lnkd.in/e4fHqcJk
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Title: International Advertising Blunder In a globalized market, Fair and Lovely's attempt to expand its reach internationally faced a significant blunder. The brand's ad campaign, which was successful domestically, failed to resonate with a broader audience due to cultural insensitivity. The ad featured a fair-skinned model endorsing the product, implying that fairness equated to beauty and success. The mistake stemmed from a lack of understanding of diverse cultural perceptions of beauty. In some international markets, this ad was perceived as promoting colorism and reinforcing stereotypes. The oversight damaged the brand's reputation, leading to backlash and boycotts. The key learning for Fair and Lovely was the importance of cultural sensitivity in advertising. Brands must thoroughly research and adapt their messaging to align with diverse cultural norms and values. A lesson in inclusivity and awareness, this blunder prompted Fair and Lovely to reassess its global marketing strategies, emphasizing diversity and redefining beauty standards in their subsequent campaigns. #ReshmiP #Fair and Lovely,#MBA22-24,#MBANOV2023, #intagratedmarketingcommunication ,#IMC,#EKTA MACFAST (Mar Athanasios College for Advanced Studies Tiruvalla) Dr. Sudeep B. Chandramana
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Advocates of diversity and inclusion in the advertising industry have been citing better, more impactful, culturally relevant work as just one of the multitude of reasons as to why DEI is essential. When looking at award winning work Cannes Lions it's clear to see this theory in action. This year's clutch of winners underlined that inclusive campaigns are able to resonate most with audiences and as a result took home Grand Prix and Titanium Lions in abundance. In this article, explore the key takeaways from a recent ‘Is DEI smashing it at Cannes?’ webinar, by the Creative Equals team, which unpicked the reasons why campaigns with diversity and inclusion at the core created the most waves at this year’s festival of creativity. “It is clear that diversity and inclusion is a driver of creative excellence.” – Ali Hanan CMRS Hanan, Founder & CEO, Creative Equals Read all the key takeaways from the event here: https://lnkd.in/eNGZpQzP
BITE Voices | DEI: The key to success at Cannes | Creativebrief
creativebrief.com
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AI in Education and Business Enthusiast || NEP Consultant || || Founder of Sparkles24 Skills Academy || Innovation & Entrepreneurship Enthusiast || Passionate Educator With A Unique Profile
This advertisement encapsulates the essence of empowerment beautifully. It suggests that behind every strong individual is someone who helped them become that way, emphasizing the importance of support, encouragement, and mentorship in personal growth and development. By highlighting the transformative impact of strength-building relationships, it not only resonates with the audience but also inspires them to seek or provide such support in their own lives. In just a few words, it captures a profound truth about human connection and the power of lifting each other up.
When an advertisement brings actual tears to your eyes, you know the creative team behind it did their job well. This is the true power of media and advertising. In this 2016 Procter & Gamble “Thank You, Mom” campaign, they feature supportive mothers helping their children persevere on their way to becoming Olympic champions. Their tagline? “It takes someone strong to make someone strong. Thank you, Mom.” It’s brilliant. It’s poignant. It gives me goosebumps to this day. Marc S. Pritchard, Chief Brand Officer of P&G, is known for these impactful, emotional campaigns, mastering the art of authentic connection with customers, that he and his team create. Media has the power to challenge the status quo and change societal norms. Pritchard has most certainly left his mark on the world of advertising and I was so proud to see his induction into the Advertising Hall of Fame last night! Bravo 👏 #AHOF2024 American Advertising Federation
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Our wonderful Loren Cook and Bronwyn Sweeney swept up the Creative Team of the Year award at Campaign UK's Agency of the Year Awards last night and we couldn't be prouder! Affectionately known as BroLo, Bronwyn Sweeney and Loren Cook joined MullenLowe eight years ago, ‘consciously coupling’ as a team in 2016 and were promoted to creative directors in 2021. They have worked with the likes of TRESemmé, Knorr and Persil, as well as leading Dunelm into the digital age with an effective through-the-line campaign. Some of BroLo’s most memorable work has been with Persil, namely its campaign that focused on period stains. While they are among the most common stains in life, 72% of people feel embarrassed about them. To break the cycle of shame, BroLo engaged with women about their period stains and invited them to be photographed – while they were bleeding. The project lived and died many times due to client concerns, media concerns, doubts and fears. Two years on, the client finally gave it the green light and images for an outdoor campaign were on the verge of being rolled out, when Clear Channel rejected it over its content. Meta did the same. BroLo knuckled down, launching a photography exhibition with the work, which was attended by more than 15,000 people, including influencers and opinion leaders and a very real conversation about period stains took off. As a result, the ASA revisited the case and finally authorised the campaign to run outdoors. Overall, the campaign was able to reach 38 million people and it was duly awarded a Cannes Lions in the Outdoor category for Culture & Context. The Judges’ said: “Really pushing boundaries and making an impact. SO impressive! The idea for Persil, and the tenacity to keep pushing for it, is really inspiring.” #creativeagency #advertising #agencyoftheyear https://lnkd.in/eNAh8ujh
Creative Team of the Year 2023: Loren Cook & Bronwyn Sweeney, MullenLowe UK
campaignlive.co.uk
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I could not be more proud of my time leading Peroni Nastro Azzurro around the world. It was about 5 years ago that we started a new chapter in the brands global growth, it's this that's led to some of the most consistent and effective marketing ever seen. So how did it happen, as with most great achievements, it's not that difficult but does require a little magic ! 1. Deeply understand the business challenge/opportunity and the change required to succeed in the future. 2. Listen to your target audience and really understand what your brand can do to better meet their needs (vs other brands). 3. Build a clear brand purpose / position that clearly demonstrates how your brand will uniquely deliver against these needs, with emotions. 4. Unearth a core creative idea that is BIG, that can be executed across geographies, languages, channels - EVERYWHERE. 5. Execute this idea with impact, consistently, in ways that are locally & culturally relevant - encourage people to adopt & adapt. 6. Test, learn, iterate quickly, use research as an enabler not a disabler. 7. Continue to apply "Fresh Consistency" to the idea, create new narratives, platforms, execution (all tied to the purpose and core creative idea) that stimulate emotion. AND MOST IMPORTANTLY 8-10. Join forces with people who really, really care, who are aligned and want to create amazing work. Here's the magic ! Whether it's global teams, local teams, agency teams - find the people who care and want to make a difference. Do not accept mediocracy, push and push again... So whether it's summer, winter, Formula One or the Australian Open Tennis Peroni Nastro Azzurro is elevating the moment with True Italian Style, encouraging us to live every moment the Peroni Nastro Azzurro way !! Epic work from an epic team, Grazie Mille ! Elspeth, Paul, Simon, Fraser, Camilla, Nick, Mike, Dominika, Gareth, Sam, Jon and everyone who’s been part of the journey over the years… thank you 🙏
Unbound Founding Partner + CCO. Zig co-founder and co-CCO. ECD, Writer. Cannes Lion, D&AD, One Show, LIA, BIMA, and Communication Arts winner+Judge. Entrepreneur. Space Designer. Speaker. Mentor. Cold Water Swimmer.
Research. Feared by creatives. Revered by clients. But it can let us know what works best with consumers. Chuffed to find out our Peroni Nastro Azzurro’s ‘Snow Man' is a winner in Kantar’s global Creative Effectiveness Awards 2024 - placing our ad in the top 1% of 1,000’s of global ads tested by Kantar over the last year. Okay, sometimes research works in everyone's favour. Thank you Kantar. Looks like Asahi def will be selling more Peroni Nastro Azzurro - all year long. Next stop, Cannes. Thanks to Kantar, Caroline Bright, Asahi UK, Camilla Scognamiglio, Richard Ingram, Nick Larkworthy, Elspeth Lynn, Paul Hogarth, Arman Naji, Tom Green, Stink, Liam Bream, Luke Johnson, Sam Robertson, Florence Gibney, Caroline Conner, Trouble Maker, Vapor Music, Theo Theodore Ted J Rosnick. #Awards #advertising #campaign #adcampaigns #ad #adagency #Peroni #Creative #Marketing #Winner
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I support entrepreneurs & startups with PR, Branding & VC funds (all by leveraging AI) | ISB MBA | 10+ yrs in business | Results worldwide | Feat. Forbes, Inc, etc | TEDx Speaker
Ever heard how a diamond became forever? 💎 In the late 1940s, the diamond industry faced a decline in sales and a bleak future. Enter De Beers and their ingenious PR strategy that would change the narrative around diamonds forever. With the help of the N.W. Ayer agency, they launched a campaign positioning diamonds as the ultimate symbol of love and commitment. The masterstroke was the simple yet powerful slogan: "A Diamond is Forever." This wasn't just marketing; it was PR genius, embedding diamonds into the very fabric of marriage and relationships. The campaign elevated the diamond engagement ring from a luxury to a tradition, increasing demand and securing De Beers' market dominance. The takeaway? Great PR transcends advertising, crafting narratives that resonate deeply with cultural values and emotions. It shows that with the right message, you can not only change perceptions but create enduring traditions. This story illustrates the power of PR to influence not just consumer behavior but society itself. #PublicRelations #MarketingStrategy #ADiamondIsForever
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