Sarthak Ranka’s Post

AGMC's recent mall campaign was a masterclass in intrigue and engagement, stripping away the branding of a car to spark wild guesses and ignite the need to explore. Here's a breakdown of their brilliant strategy: The Hook: Mystery in the Mall: Placing a brandless car in a public space like a mall is unexpected and attention-grabbing. It disrupts the usual shopping flow and throws down a challenge: "What is this vehicle?". Outdoor Amplification: Using outdoor ads around the mall with clues or suggestive messages like "Unmask the Mystery" or "Can you guess who's hiding?" further piques curiosity and extends the campaign beyond the car itself. Social Media Buzz: Hashtags and Challenges: Create a campaign hashtags and encourage social media users to share their guesses and theories. This generates organic content and discussion, amplifying the reach and excitement. Influencer Collaborations: Partner with car enthusiasts and local influencers to add a voice of authority and excitement to the guessing game. Their posts and stories can draw in new audiences and keep the conversation going. The Reveal: Building Anticipation: Let the guessing game run for a few days, allowing anticipation to build and speculation to reach a fever pitch. The Grand Unveiling: Finally, reveal the car's brand and model in a grand social media post or event. This moment of payoff should be exciting, rewarding those who participated and informing those who were curious. Benefits: Brand Recognition: This unique campaign generates significant buzz, putting AGMC and the car at the forefront of people's minds. Positive Brand Image: The playful and interactive approach creates a positive association with the brand, showcasing their innovative spirit and connection with their audience. Targeted Reach: Outdoor and social media marketing allows AGMC to reach their ideal customer base and generate qualified leads. So, why was this campaign brilliant? It taps into basic human curiosity, the thrill of a puzzle, and the power of social media. By stripping away the familiar, AGMC forced people to engage with the car in a new way, creating a memorable and impactful brand experience. This is marketing that goes beyond selling cars; it's about creating a community and a conversation around the AGMC brand. BRAVO AGMC and team behind.

McDonald’s Shines at the Effie Awards 2024 I am thrilled to share the incredible achievements from the Effie Awards 2024, where McDonald’s stood out remarkably, securing its place as the *Most Effective Brand* and winning six prestigious awards for three innovative campaigns: 1. “The Cactus Plant Flea Market Box” - In collaboration with Wieden+Kennedy New York    2. “Grimace’s Birthday Gets Out of Hand” - Wieden+Kennedy New York and Starcom 3. “HACER” - With Alma DDB McDonald’s impressive performance at the Effie Awards is a testament to its innovative approach and commitment to effective marketing. As Traci Alford, global CEO of Effie said, “Winning an Effie signifies that you’ve done it—with rigor in your objectives, a rich insight, outstanding creative execution, and results to prove it worked.” McDonald’s continues to set the bar high in the marketing world, and we look forward to seeing more groundbreaking campaigns in the future. Congratulations to all the winners and participants for their outstanding work! #EffieAwards2024 #McDonalds #MarketingExcellence #AwardWinningCampaigns #InnovationInMarketing #TopBrands #MarketingSuccess #GrandEffieWinner #EffectiveMarketing #AdvertisingAwards #BrandLeadership #MarketingAchievements Tariq H. Caleb Pearson Darci Forrest Elizabeth Campbell Lupe Morales - Christian Jennifer Feldman Jennifer Healan Marcelo Fajnerman

🌟 Building strong brands requires a true partnership between clients and agencies, just like a marriage! 👫 At Cannes Lions, AB InBev's CMO Marcel Marcondes highlighted the power of creativity and trust in achieving greatness. 🚀 AB InBev's CreativeX initiative is a prime example of how structured creativity can drive business results. 📈 By training marketers to harness creative power, they ensure every campaign is purposeful and impactful. 🏆 But how do you know if your brand is resonating with consumers? That’s where brand tracking comes in 👀 💜 What gets measured, gets managed ensuring creative efforts lead to meaningful growth. 🌱

How can marketers capitalize on the power of non-traditional promotions? 💭 John Viccars, tms' International Marketing Strategy Lead, spoke with WARC to discuss ways we can harness the potential of promotions that are culturally relevant and technologically innovative. "The latest iteration in promotions’ evolution are commercially driven brand building events, which happens when culture is added to the customer and brand mix. This is a development that is happening globally and is further fueled by digital advancements, and the trends now emerging present a number of significant opportunities for brands," John explained. 📚 Read the article on WARC: https://lnkd.in/guuqDn8C

Having a product in store shelves is only but, the beginning of the journey. There's more work to be done afterwards. With much competitiveness in the FMCG industry. Relying on packaging to attract customers is not enough. ⭐That is why we established an experiential marketing agency (Outstanding Promotions ZA )to assist brands shine a spotlight on their products. 🚀Brand advocacy attracts, engages and creates familiarity. Follow

I asked our Gen Z expert & creative Dalia Rezgui to read the WARC newsletter and listen to their latest podcast and share with our team a recap of the trends within the winners at Cannes Lions International Festival of Creativity. You're welcome! 🙌 Now let's get back to creating award-winning campaigns.... [Beginning recap] - Jury wanted winners that encourage bold work. Winners for the creative effectiveness categories were judged on ABCD: A: ambition, B: bravery, C: causality (importance of data and evidence) D: direction (how creative effectiveness needs to move forward) Three themes:  1) Power of consistency, power of a long term idea (this can take many forms: brand asset, long running campaign)  Ex: Kraft Heinz using a 5 year consistent campaign. One campaign was user generated content which shows the power of brand loyalty and connection between consumer and producer. Heinz reached icon status by using consistency to drive relevance, and creating a “timeless” brand approach 2) Keying into fandoms of scale: brands combining approaches that key into cultures and subgroups. Aligning yourself with fandoms gives brands a huge boost. Seen with the sporting events marketing. Ex: McDonald's It is so universal that when it is brought up, people immediately know what it is- no need for words. The campaign was people raising their arches like the McDonald’s logo- transcending cultural barriers because the campaign can be understood in any language. Everyone recognises the M logo. 3) Simplicity. Simple briefs can help brands come up with the most creative campaigns.  Ex: Honest Eggs Co. helped consumers identify what type of egg they’re getting by printing the amount of steps the chicken took (distinguishing between farm fed, free range, barn laid eggs). They called it fit chicks. This resulted in the consumers being involved in making the campaign. This resulted in positive consumer behaviour. [End of recap] The Icon Hub | Marketing Agency #Trends #Cannes #WARC

🌟 Insights from Cannes Lions: Bridging Brand and Marketing Performance at Ambassadors In my last post I’ve been reflecting on the evolving dynamics within our industry. At Ambassadors, we’ve always prided ourselves on the art and craft on the Brand side, creating top-tier A-level commercials that capture hearts and minds. However, as anyone can now see: a significant change is taking place — Marketing Performance (MP) is emerging as a powerful force, becoming an “always-on” funnel due to the plenty of platforms that exist and now so much more possible at a faster pace (keeping the quality we always fight for as a craft company). While Brand command the big budgets and glamorous spots, Marketing Performance (MP) thrives earlier on automation and continuous engagement, quickly adapting to the ever-evolving digital ecosystem. Despite their individual strengths, these two identities within a brand often operate in silos, missing the opportunity to collaborate and amplify their impact. I see a change here. I think it’s crucial that we start a conversation, and that it is time to combine the strengths of both worlds. This year’s Cannes Lions International Festival of Creativity showed me even more that the future of advertising lies in the integration of Brand and MP and yes data for sure. And best believe I think it will unlock new levels of creativity, efficiency, and effectiveness. #Innovation #CannesLions #Brand #MarketingPerformance #Ambassadors #DigitalMarketing #Advertising

When my friends (or Mum) ask what I do for a job, it’s sometimes hard to explain. 'Activations' – oh, what’s an activation? Well my friends- THIS is a brand activation. A piece of work that our amazing Dentsu Creative dentsu Aotearoa team delivered for FreshChoice. Thanks to a client who allows us to push the boundaries Travis & Jarryd. Build a supermarket aisle, for a supermarket brand..... Classic. What about building a fully stocked supermarket aisle, in the dense bush of the Kepler track, catering specifically to the needs of ultra marathon athletes who need everything they can to make it through the last 10km (of a 60km event). An example of how true integration between the creative and activation team can deliver epic work and results. Very proud of Rob Caitlin Christina Brett Mike Tara Brendon +more, from ideation, design, co-ordination and delivery – pushing pallets of stock through the bush in a wheelbarrow (don't ask me how many steps this took). Who wouldn’t love our job. And to win 4 Axis, including a gold, reiterates the caliber of the work (up against some impressive campaigns). Oh, you want to do cool activations too? Call me ☎ 😉

Your must-read for Monday from some of the key speakers at #Rise2024. 'Marketing chiefs from brands such as Diageo, Lego and Procter & Gamble, alongside agency figures and media owner leaders, told the annual Rise conference that diversity and inclusion in adland can help boost return on investment.' That is the 'Return on Inclusion. Six takeaways... 1. Make advertising 100% accessible P&G is aiming to make its advertising 100% accessible across Europe, global chief marketing officer Taide Guajardo said. 2. Brands have a responsibility to ‘build a better future’ Carolina Teixeira, global brand director at Lego, shared her belief that brands have a “responsibility” to help “build a better future by supercharging new creative mindsets and instilling a sense of belonging”. 3. ‘Expect backlash’ when you take risks Samira Brophy, senior creative excellence director, and @Eleanor Thorton-Firkin, head of creative excellence, UK, at Ipsos, spoke about how to take risks in advertising and how to handle criticism when you do. 4. Marketing can ‘get in the way’ of a product Ije Nwokorie, chief brand officer at Dr Martens and its incoming chief executive, said marketing can “get in the way” of customers discovering products by “overly focusing” on trends. 5. Fear of being challenged ‘shouldn’t stop creativity’ BBC Studios’ vice-president of digital, Jasmine Dawson, shared her advice for creatives and marketers to “harness creativity, consistency and compassion” in ad campaigns and the advertising sector more widely. 6. Inclusion is ‘fundamental to creative excellence’ AI gave Reckitt-owned brand Durex its “best-ever” results for a campaign with diversity at its core, Becky Verano, vice-president of marketing at Reckitt, said. This is the new ROI: the 'Return on Inclusion'. It works, it wins. For everyone.

Seems like Cannes focused more on brands than causes this year. Maybe because so many people there are clients or because some of the "purpose" work has started to feel disingenuous. Could also be people enjoy seeing creativity flourish in their sectors, like CPG. It gives them a "North Star." #advertising #cannes