Alex Walker’s Post

For Condé Nast, tentpole events (e.g., Met Gala) have been crucial for proving out the value of attention metrics. But... Global Chief Business Officer Deborah Brett "The Met Gala only happens once a year. How do we bring the same formula to every single display and video campaigns across channels (like TikTok)—to have the same impact with attention metrics?" Attention quality score from Moat is gaining favor. Video completion rate has grown more complex—was the sound on? "We are trying to tackle waste—and attention metrics can help us minimize waste." MFAs come up! Drink! Will the blowback against MFAs put more pressure on premium pubs to deliver more? "No one is calling Condé Nast expecting anything less than a very, very premium environment." Proving out incrementality key new focus for sales team—"substantiate the value proposition." However—need third parties to grade our homework, and validate our metrics. (GD comment: are the third parties ready?) ARGH! Why can't I ask questions! Why can't we talk about #retailmedia partnerships?!? Let me be a part of the action, Digiday! (You guys are doing great, btw.) #digidaypublishing

Long-term brands and agency relationships WORK BETTER.

🌟 Case Study Spotlight: "Adoptable. By Pedigree" - Harnessing AI for Social Good 🌟 I'm thrilled to share an inspiring campaign that exemplifies the power of technology and AI in driving social responsibility and creating a positive impact. The "Adoptable. By Pedigree" campaign, which won the Grand Prix in the Outdoor Lions category at the Cannes Lions International Festival of Creativity, is a standout case study in using AI beyond commercial purposes to foster positive social change. Personalization: By leveraging AI to personalize the experience, the campaign successfully connected with individuals on an emotional level, significantly increasing the likelihood of action. Real-time Engagement: The use of real-time data ensured the campaign remained relevant and engaging, a crucial factor in maintaining public interest and participation. Visibility and Reach: Digital billboards in high-traffic areas maximized the visibility of the campaign, reaching a broad audience and enhancing awareness. The "Adoptable. By Pedigree" campaign is a remarkable example of how brands can integrate social responsibility into their marketing strategies using advanced technology and AI. It not only addressed a critical social issue but also demonstrated the power of innovative thinking in creating impactful and meaningful campaigns. #SocialResponsibility #AI #Technology #Marketing #Innovation #CannesLions #Pedigree #CaseStudy #ImpactfulCampaigns #AdoptDontShop #ESG

Here's a video recap of last May's The Financial Brand Forum 2024 at the ARIA Resort & Casino, Las Vegas. What a great event! Camilo Alvarez, Clara Hori, Nicolás Palombo #fbf2024 #fbforum2024 #prismacampaigns #vegas #fimarketing #marketingautomation #creditunions

Calling all Agency Data folks! Looking forward to being back on the beach this year with The Weather Company, talking about how data and context can increase performance of digital marketers in a cookieless world. DM me if you’re going to be there and want to grab time to discuss how Weather data can enhance the value your agency is bringing to clients. #weather #data #partnerships #marketing #cannes2024

It’s simple: Purpose is effective when purpose is done for a brand and company whose values and intentions are authentic.

⚡Flashback Friday to the first-of-its-kind campaign that took the skies by storm✈ The Situation❌: A year after the TCLOV opened, they were killing it as a game-changing lifestyle brand. Every room, restaurant & entertainment venue was consistently at capacity & in demand - but the casino floor was having a different success. Leadership threw a jump ball to the IAT team. The All Terrain team grabbed it & ran with it. Our Insight🔆: 1 in 7 travelers to Vegas make plans after they land in one of the noisiest places on earth. Leading us to a white space in the only place they weren't being heavily marketed to… in flight. The Solution✅: we created a first-of-its-kind campaign with an in-flight gifting program. During beverage service, the flight attendants would ask the passengers if they would like a gift from The Cosmopolitan of Las Vegas. YES, PLEASE, was always the answer! Travelers were given a sleek box containing beautifully designed on-property offers & premiums. Offers varied with some food & beverage, but most were gaming-focused. Seatmates began to trade cards & make plans to visit TCOLV at 30,000 feet. The Results👏: 600,000 gifts were distributed within the first 6 months, coupled with 30,000 new loyalty members joining in the initial 6 weeks of activation. With a remarkable 5% redemption rate, this initiative captured MASSIVE attention & paid for itself in the first 6 months. The campaign was such a success that it was extended for another 2 years, solidifying its place as the best-performing OOH campaign for TCOLV for that time frame. Is it time to get to know All Terrain better? We say YES, PLEASE #cosmopolitanoflasvegas #unitedairlines #inflightcampaign #allterrainxm #strategicthinking

Many brands see client entertainment as an essential revenue-driving activity (because it works). In this clip, Seth Fishbein of #Cigna shares how live events are an engagement that can't be offered through other channels. #SportsBusiness x #LiveEvents

More big sports F&b news: Sports Business Journal has learned that Sodexo Live! has won the race for concessions business at the Tennessee Titans’ New Nissan Stadium. Big win for Sodexo, which held off not one but two incumbents to win an account that could produce 9-figure annual revenue (from F&B alone): https://lnkd.in/dBSJEmm5

The magic of macro to micro thinking: Exhibit 1 bellow: the new ad for Heinken by LePub => finding a unique behavior relevant to hardcore football fans => superstition => something you did when your team scored => called wife => repeat calling wife to ensure future wins => invite others to call wife for more luck Exhibit 2 in the first comment: the 2023 Cannes Lions award winning Tide ad by Saatchi & Saatchi (We Are Saatchi) => finding a unique behavior relevant to hardcore football fans => superstition => something you did when your team won => lucky jersey => can’t wash jersey to keep the luck inside => repeat wearing lucky stinking dirty jersey Same starting point. Different brand narrative. Different thinking destination. One of many destinations. Lovely to see it in action. Every macro observation is just the beginning of a magical journey to a unique micro observation which leads to a different savvy insight. KEEP DIGGING! 😊 #StructuredCreativeThinking #MicroCreativeThinking #Macro2Micro #KeepDigging #Insights #Creativity Cannes Lions International Festival of Creativity The HEINEKEN Company #HardcoreFans