Julia Campbell’s Post

“We’re able to take proven winners on our social channels and get into a whole new channel with zero extra effort on our team.” - Tobin Schiller, CB2's VP of Marketing, on why they use Spaceback Check out the full article on Marketing Dive (great write-up, Aaron Baar!)

You know the day-to-day workings of media agencies aren’t exactly easy when there’s actually a need in the market for agencies that can support those agencies. That’s why Pathlabs exists — to offer its generalist services to agencies (creative or media) as a “media execution partner” when they need the help. Consider it the ronin of the agency world — a sword for hire when in-house strength or know-how isn’t enough. In this piece by Michael Burgi, we speak to Mario Schulzke, Cortland Fondon, and Sam Burn of Cayenne Creative.

Have you ever been told that measuring an ads performance is difficult or impossible? It's simply not true, every ad we run needs to be measurable, no exceptions. Check out our blog post to find out more!

I love Kyle O'Brien's recent coverage around ambitious creative ideas. Today's Adweek feature dives into whether the "big idea" that helped put advertising on the map decades ago is still alive and well. “A big idea is basically telling a story, and storytelling is how people absorb and understand things. Now you have so many outlets and so many channels and so many ways to distribute messages. It’s like a pyramid of marbles. What holds it together? A big idea. But if you don’t have a big idea, all these things scatter on floor as unconnected, random dots that don’t make sense to people." —BBDO Worldwide's David Lubars on the big idea. Kyle spoke with Party Land's Natalia Fredericks, Special U.S. Kelsey Hodgkin, Omelet's Thas Naseemuddeen, AMP Agency's Michael Mish, and Anomaly's William de Lannoy for the piece, which also has some great advice on mistakes you don't want to make when formulating big ideas.

Great interview here, with Laurence O'Byrne talking to FamousGrey CCO and author Peter Ampe. Peter speaks of the need for advertising to draw from a wider breadth of life experiences, as per the article I shared by Vicki Maguire yesterday, and the value of neurodiversity to creativity. I loved reading about his 'logical magic' philosophy, blending creativity with strategic purpose. Effectiveness is as important to Peter as creative acclaim: "The ‘logic’ part refers to the fact that I like ideas that will lead to results, this is the part clients like. I guess that’s my journalist background, I am fact-driven. The ‘magic’ part is the original angle that will lead to these results. My neurodivergent brain accounts for this. Therefore, I’m proud of my creative awards, but I’m equally proud of my Effie awards. I want to make work that either entertains or changes the world. But there always must be results." Hence not just 44 Cannes Lions but also 19 Effie Awards. This is well worth a read and, if you want to read more about the 'magic' part, check out my article 'Why your advertising should be MAD' here: https://lnkd.in/ewDZTdym #creativeideas #advertising #advertisingeffectiveness #neurodiversity

Are you ready to explore the main reasons to implement video ads? Discover the 7 game-changing benefits that can elevate your advertising strategies and drive results. Read the full article at: https://lnkd.in/dNjgtWVR #ProgrammaticAdvertising #VideoAdvertising #DigitalMarketing #AdvertisingStrategies #UBIDEX

A point well made, creative is and always will be king…. But it needs to work and feel authentic in each media channel, just cutting your 60 second ad into 6,10,15 & 30, then cropping for vertical and square isn’t going to do it either (all though it’s a start obviously). Building native assets, then testing and refining is much more likely to yield the best results from each media channel.

Are you ready to explore the main reasons to implement video ads? Discover the 7 game-changing benefits that can elevate your advertising strategies and drive results. Read the full article at: https://lnkd.in/dauB44yj #ProgrammaticAdvertising #VideoAdvertising #DigitalMarketing #AdvertisingStrategies #UBIDEX

Ad-first approaches may be costing brands more than just their money, they may be leading to brand irrelevance. In 2024 brands must rethink their approach in reaching people with and without ads. Media-first approaches, using data as an insight driver, and relying on relevance as currency will all be key factors in navigating the new communications economy. Read more in this article by @ MediaPost here: https://lnkd.in/gbh96xqX #DigitalAmplification #DigitalAdvertising #TrendingTake #CustomerJourney

Think humour in ads always leads to sales? Think again! While a funny ad might seem like a surefire way to win customers... What happens if your humor falls dead FLAT? 😱 And perhaps even worse, imagine spending time and countless advertising dollars crafting a hilarious commercial, only to have viewers remember the joke but forget your product... all that wasted effort. It's a risky strategy! 😬 Check out how Old Spice made a hillarious ad on our latest blog post... And be prepared to find out why funny doesn't always sell. 👉 https://lnkd.in/enQkxG8h