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
Tick follows tock follows tick follows tock... 🏄♂️
There aren’t may 20+ year client/agency relationships left in advertising so here’s a celebration of the work produced through the partnership of Guinness and AMV BBDO. 🍺
"The relationship has lasted this long because, despite the inevitable highs and lows of 26 years, there is such a deep shared passion, commitment, and love for Guinness across the board." Michael Pring, deputy chairman of AMV BBDO
An expert on drinking the brand, Creative Salon Worldwide's Jeremy Lee has taken a look back at some of the extraordinary ad campaigns from Greatest Ad Ever™ “Surfer” to “Welcome Back” - the journey is an impressive one. And it’s all still brilliant.
Thanks to Grainne Wafer for offering her thoughts on why this relationship has proven so successful over the decades too. 🤲
I'll include a link to the piece in the comments below 👇 and here's my own personal favourite from the pantheon of ads highlighted too.
#Guinness#Diageo#advertising#agencyclient#partnership#brandmarketing
Top Voice | Brazilian Lawyer specialized in Startups and Governance | Community Manager | Influencer Marketing Specialist | UGC Creator | Business Mentor
🌟 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
Congratulations to Colenso BBDO | Grand Prix winners in the Outdoor Lions for ‘Adoptable. By Pedigree’.
Explore all winning and shortlisted work, exclusively on The Work | lnkd.in/ehUJqFHK#CannesLions2024
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
We’re headed back to the south of France 🇫🇷 for Cannes Lions 2024!
From June 17-20, we’re bringing storms of creativity that will raise the temperature on the future of advertising.
⛅ Join us in exploring weather’s increasing influence, and the competitive advantage it can unlock for your business.
Ready to bring the heat? Let’s connect → http://spklr.io/6044U1Gs#WeatherAtCannes#CannesLions2024
Chief Creative Officer + Co-Founder, OBERLAND | AdAge Purpose-Led Agency of 2024 | AdAge Small Agency of the Year | AdAge Agency to Watch | Intersection of Business + Creativity | Educator
Purpose was again a key focus at Cannes Lions this year, with 66% of Grand Prix or Titanium Award winners featuring purposeful brand actions.
However, Revolt's MD Jenny Bust, spoke to the MediaCat Magazine about how the conversations at the festival shifted from debating Purpose to unlocking its value and integrating it into company culture and marketing.
https://lnkd.in/ey7c_8i9
⚡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
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#CreativityCannes Lions International Festival of CreativityThe HEINEKEN Company#HardcoreFans
A brilliant opportunity to debrief a fantastic Day 1 of eTail™ with like-minded industry peers! Thanks to all who attended 🤝