Pablo Valles’ Post

Today we launch our new agency, Run Deep. An independent sport, entertainment and culture creative agency, backed by Mother. In a world where cultural credibility is brand currency, we run deep into fan cultures to help brands unlock the power and influence of fans. Fan culture is bigger than ever, but fan eco-systems have changed significantly; fragmentation of fan cultures reflecting the increasing diversity of fans and interests, new dominant channels, fan creation models, and fan activism on the frontline of social progress. There are more opportunities than ever to access these deeply engaged communities, but brands must run deep to build genuine connections. If you’re a brand looking to run deep into fan culture, get in touch. [email protected] https://rundeep.agency/

We love all the characters we represent, but it's true that some of them are real divas! 💅 Some of the fictional stars in our roster are huge names in the entertainment industry and pop culture, and with great fame come great creative restrictions at times. These characters are in very high demand and are more selective in terms the opportunities and brands they choose to work with. We encourage producers to bring us in the process as early as possible, as we know characters very well and can quickly let you know whether the creative is feasible or not. #tuesdaytip #licensing #advertising

Strategy lesson from the creative powerhouse Ari Weiss, He’s one of the most awarded creatives in our industry. I was lucky enough to work with Ari at BBH. He taught me a simple lesson. He told a room of creatives. ‘The last two meetings are the most important. That’s when you’re most likely to cut corners. Just so you can get the thing made. But that’s the difference between good and great work.’ It was a lightbulb moment for me. What am I doing as a strategist to help in the two most valuable meetings? Strategists need to be involved in production. He was a well of wisdom. It’s not often you get to hear feedback from someone like this. He’s just finished up as Global Chief Creative Officer at DDB and is about to start an independent agency. But I’ve been lucky enough to get one hour of his time to give feedback of strategist’s work in the Strategy Sprint Championship. Think eSports meets Strategy event. 👉 You can sign up here: https://lnkd.in/gUdvRFdK

Media Impact Report No. 52 has arrived! In this issue: - A new sports streaming channel from The Walt Disney Company, FOX Sports, and Warner Bros. Discovery. - A look into the timeless relationship between brand building and sales. Download the issue at the link below. #MediaImpactReport #Disney #ESPN #FoxSports #WarnerBros #sports #streaming

✨ New Blog Post! This week, I dive into marketing in the entertainment industry, this post discusses how theater can draw inspiration from film/TV. Analyzing Hit Man, Stranger Things, and Hadestown, I unravel the marketing strategies employed by these productions. Excited to hear your thoughts! Comment below. #entertainment #marketing #entertainmentmarketing #theater #film #tv #strategy

Day 2 of the Cannes Lions International Festival of Creativity ranks as one of the most interesting and insightful. Here's my M&C Saatchi Group South Africa Brutally Simple recap. Don't forget to check-out Jacques Burger's perspective and recap as well. > IN A WORD < Fundamentals If you were at Cannes yesterday it was a powerful reminder of getting the fundamentals right. Mark Pritchard (CMO P&G) talked about "everyday creativity" and the power of fining those small human moments that invoke feeling and to focus on how your brand contributes to that feeling. Obvious right? But rarely practiced. The CMO of JP Morgan Stanley Chase reflected on the journey of being purpose led - a simple observation: you know purpose is working "when people act on it when no-one is looking". And really useful research and data from EY on the need to re-define (and remind!) the C-suit on the role of brand - and that to get there we need a simpler, clearer language in marketing. But probably the most incisive and fundamental perspective was from Mark Ritson: "Before even beginning to get to a strategy, let alone the tactics, have you taken the time to diagnose the market?" > IN A QUOTE < "It turned out telling a good story was better than showing a giant call to action." - Laura Jones, CMO InstaCard Critical insights for all marketing and business decisions makers came from Laura Jones' talk sharing her journey on building the case for brand at Instcart (the multi-billion dollar delivery brand), taking Instacart from a "transactional product" to an "inspirational brand". And yes, with absolute empirical evidence demonstrated to the business the significant value the shift from being performance led (and they are a tech business) to being brand led has had on the bottom line. I'll be pulling this case study together to share widely! > IN A PIECE OF WORK < Dove do it again. Following on from my post yesterday, they consistently take their timeless message to market, in a powerfully timely way. This is powerful and important work👇

Empowering Through Emotion: Decoding Dove's Impactful Ad Campaign Dove's latest #Ad packs an emotional punch by celebrating girls in sports while highlighting the distressingly low body confidence that causes many to quit athletics altogether. The ad begins upbeat, set to "It's A Hard Knock Life", as girls take falls in various sports. But halfway through, we see a relatable scene of a young girl critiquing herself in a mirror while wearing a bathing suit - a moment countless girls have experienced. Dove artfully balances heartwarming imagery with sobering statistics to drive home this critical issue facing girls today. The ad concludes by promoting Dove's partnership with Nike on the Body Confidence Sport program, aiming to keep girls engaged in athletics by building healthy body image and self-esteem. Why does this work so well? Dove adeptly blends inspiration and information to compel viewers. The upbeat beginning draws us in while seamlessly transitioning to the harder truth that body image issues disproportionately impact girls in sports. As someone passionate about the beauty industry, I've seen similar themes where unrealistic standards often overshadow celebrating individuality. Dove gets the formula right - elevate the issue without devastating the viewer. They bring light to serious societal problems through emotional storytelling that motivates change. When done thoughtfully, I believe evocative ads can effectively highlight important causes. They remind us that beyond selling products, brands have an opportunity to start meaningful conversations through advertising. What can other brands learn from Dove's example of using advertising for social good? I'd love to hear your perspectives on emotional ads and their role in shaping cultural narratives.

The latest social media news is in for our newsletter ‘Mille to Millions’ . 🌟📰 ✨Walt Disney Imagineering unveils HoloTile, a floor that lets you "walk in all directions on the spot." This magical invention opens endless possibilities for dancers and performers, revolutionizing the way we experience virtual spaces. 🕺 📌From Mr Beast taking on the Bilibili stage to Gibran Rakabuming Raka taking his political journey rocking a Naruto-logoed blue jacket, read on to stay in touch with dynamic social media stories across Asia! 🌍🔗 #collabasia #socialmedia #marketing

THE EIGHTIES I was building movie brands I was just coming from a time in television. Branding network productions, and being part of what would become syndication as we now know it. As Art Director of releasing for Cannon Films, then MGM/UA. It was an exciting time for me, being part of the industry. It really challenged my brand building - I became brutally aware; if you didn’t nail it nobody bought tickets. Nailing it was grasping what the film had to offer the intended audience. It was a time I learned of lifestyles, and how they played in attracting and aligning a brand. Art direction was good to me - it was a fit. From words to pictures, both were art to me. As much as I wanted, I dreamed of becoming a world class creative director, I couldn’t yet get comfy with the whole idea of going to the office everyday. Ha, growing up in Malibu was a great excuse for taking summers off! My daughter Heather, now with Disney | Hulu is enjoying it. I concluded with a decade - forty two films, and an Academy Award nomination for this title. Next move corporate branding for the bigs - the global ad agencies in the Wilshire corridor. Stay tuned - not just for what was an incredibly challenging and fruitful four decades in branding - but to show you how a branding expert, a branding champion should go way further than social media or LinkedIn. Be you, Chris Power-Gomez brand champion #brand #brandbuilt #brandbuilding #personalbranding #LinkedInExecutive

🎬 Lights, camera, action as St. James’s Place launches its very first TV sponsorship to share invaluable advice with the Sky Arts audience. Read the full article here: https://lnkd.in/dsD5gPh4 Liz Kelly, Chief Corporate Affairs Officer at St. James’s Place, says: “We are delighted to join forces with Sky Arts. Sky Arts' varied programming reaches a wide and diverse audience, making different disciplines of the arts accessible and valued in all walks of life. We believe financial advice should be valued and accessible in the same way. In this new partnership with Sky Arts, we aim to showcase confidence gained by one-to-one advice throughout life’s journey.” Karin Seymour, Director of Client & Marketing at Sky Media, said: “TV is the perfect media platform for building trust at scale and Sky Arts is the perfect creative platform for St James’s Place to share its brand story and expertise with a diverse audience that has a myriad of interests. We look forward to building a long-lasting relationship with the brand and developing additional activation opportunities that are aligned with our shared purpose to secure the future – financial futures and the future of the arts.” Ross Minton of Invention and Partner at Mindshare UK, added: “In today’s diverse media landscape, it’s essential for brands to make meaningful connections with their audiences. This sponsorship not only aligns perfectly with the values of both organisations but also allows St. James’s Place to reach a wide and varied audience. We’re excited to see how this collaboration will elevate the brand’s visibility and reinforce its commitment to providing invaluable financial advice.” #arts #creativity #sponsorship #invaluableadvice #finance