CreativeX的动态

Absolutely! Numerous studies have demonstrated that minority representation in advertising plays a vital role in marketing. Here are some key reasons why minority representation matters: 1. Inclusivity and Diversity: Including diverse representations in advertising promotes inclusivity and diversity. It reflects the reality of a multicultural society, where people from different racial, ethnic, and cultural backgrounds are an integral part of the consumer base. By featuring minority groups in advertising, marketers acknowledge and celebrate this diversity, making their campaigns more relatable and appealing to a wide range of consumers. 2. Representation and Empowerment: Minority representation in advertising provides representation and empowers underrepresented communities. When people from minority groups see themselves represented positively in advertisements, it fosters a sense of belonging, acceptance, and self-worth. It helps break down stereotypes, challenges biases, and promotes a more inclusive society. This representation can have a significant impact on consumer behavior, as individuals are more likely to connect with brands that recognize and respect their identities. 3. Increased Market Reach: By featuring minority groups in advertising, marketers can tap into new market segments and expand their reach. Minorities make up a substantial portion of the consumer population, and targeting them through inclusive advertising can lead to increased brand awareness, engagement, and loyalty. When consumers see themselves represented in advertisements, they are more likely to connect with the brand, feel understood, and develop a positive perception of the products or services being promoted. 4. Cultural Relevance: Including minority representation in advertising ensures cultural relevance. Different communities have unique cultural values, traditions, and preferences. By featuring diverse individuals in advertisements, marketers can create campaigns that resonate with specific target audiences. This cultural relevance helps build trust, credibility, and authenticity, as consumers feel that the brand understands their needs and respects their cultural identity. 5. Social Responsibility: Including minority representation in advertising is a reflection of a brand's commitment to social responsibility. It shows that the brand values diversity, equality, and inclusivity. By actively promoting diversity in their advertising campaigns, brands can contribute to positive social change, challenges. Overall, research consistently demonstrates that minority representation in advertising matters in marketing. It promotes inclusivity, empowers underrepresented communities, expands market reach, ensures cultural relevance, and reflects a brand's social responsibility. By embracing diversity in advertising, marketers can create more meaningful connections with consumers, drive brand loyalty, and contribute to a more inclusive and equitable society.

Unveiling Marketing Campaign Stories #3 The Story Behind Old Spice's "The Man Your Man Could Smell Like" Campaign In the advertising world, few campaigns have left a mark as indelible as Old Spice's "The Man Your Man Could Smell Like." Back in 2010, Old Spice was at a crossroads. Known for its classic image, the brand needed a fresh, contemporary twist to stay relevant with younger consumers. That's when the magic happened. **The Problem:** Old Spice was fighting a perception battle. It was seen as a brand for older generations, a far cry from the sleek, modern image needed to attract a younger audience. The marketing team knew they had to shake things up—dramatically. **The Eureka Moment:** The breakthrough came with a keen insight: while men use Old Spice products, women often buy them. The challenge was to create an ad that spoke directly to women but still resonated with men. This dual-targeting strategy was unconventional but held the promise of breaking through the clutter. **The Creation:** Enter Isaiah Mustafa, the man who would become the face of the campaign. With his chiseled physique and smooth, confident delivery, Mustafa was the perfect embodiment of "The Man Your Man Could Smell Like." The commercials were brilliantly crafted, featuring Mustafa speaking directly to the camera, transitioning seamlessly between humorous and fantastical scenarios—all while maintaining eye contact with the viewer. The opening line, "Hello, ladies," was an instant hook. Mustafa’s monologue was witty, fast-paced, and packed with memorable one-liners, ending with the now-iconic, “I’m on a horse.” It was bold, it was different, and it was exactly what Old Spice needed. **The Impact:** The response was nothing short of phenomenal. The ad went viral, amassing millions of views on YouTube and sparking a social media frenzy. Old Spice's YouTube channel saw a 2,000% increase in subscribers, and their sales reportedly doubled in a matter of months. But it wasn’t just about the numbers. The campaign won prestigious awards, including a Grand Prix at the Cannes Lions International Advertising Festival. More importantly, it redefined Old Spice’s image, making it cool, relevant, and humorous. **The Lesson:** Old Spice's "The Man Your Man Could Smell Like" campaign is a testament to the power of creative thinking and audience understanding. It shows that even a legacy brand can reinvent itself and captivate a new generation. The campaign reminds us that with the right mix of insight, creativity, and execution, you can turn any challenge into an opportunity. #MarketingSuccess #BrandStrategy #AdvertisingCampaign #CreativeMarketing #OldSpice #ViralMarketing #DigitalMarketing #MarketingInnovation #ConsumerInsights #BrandRejuvenation #MarketingStrategy #AdCampaign #SocialMediaMarketing #InfluencerMarketing #MarketingLessons

#Congratulations to all of our Greater San Francisco Ad Club student #Addy winners! We took home 33 awards in #integratedadvertising #socialmedia #campaigns #outofhome #bookdesign and more this year. Let's see that #creativity unfold even more. Hit the streets running. Use this win as a springboard for success. Versaviya Despars Best of Show: White Barn, Integrated Advertising Campaign Gold: White Barn, Outdoor & Transit Advertising Campaign Gold: White Barn, Integrated Advertising Campaign Gold: White Barn, Social Media Campaign Gold: Central Park Zoo, Integrated Advertising Campaign Gold: Central Park Zoo, Social Media Campaign, Silver: Central Park Zoo, Outdoor & Transit Advertising Campaign Silver: Cup Noodles: #RamenRecipeChallenge, Outdoor & Transit Advertising Campaign Silver: Cup Noodles: #RamenRecipeChallenge, Social Media Campaign, Silver: Cup Noodles: #RamenRecipeChallenge, Integrated Advertising Campaign Hannah Whatley Gold: Purinapups, Outdoor & Transit Advertising Campaign, Gold: Purinapups, Social Media Campaign Silver: Purinapups, Integrated Advertising Campaign Silver: LiveWire: Anti-Electric, Magazine Advertising Bronze: LiveWire: Anti-Electric, Integrated Advertising Campaign Bronze: LiveWire: Anti-Electric, Social Media Campaign Bronze: LiveWire: Anti-Electric, Poster Campaign Washington Chua ? Silver: Television Commercial,?LiveWire: Escape Isabella Finestone Silver: Sip Happens. Be Prepared., Integrated Advertising Campaign Montana Ruark? Silver: Kresge Brand Book, Book Design Qian Wan Silver:?Dive Into The Fizzy World, Integrated Advertising Campaign, Aaron Washington? Silver: Fantasia, Integrated Advertising Campaign Madison Hatfield, Art Director &?Clara Bekeny, Copywriter Bronze:?Blockbuster Brand Book, Book Design Madison Hatfield Bronze: Give it a Shot, Guerilla Marketing, Installations and Event Campaign Alessandra Miranda Bronze: Hangoverless, Integrated Advertising Campaign Bronze: Finding Fanta Fun, Integrated Advertising Campaign Julio Aranda, MFA Bronze: The North Face: Unspoken Stories, Integrated Advertising Campaign Zadiu Chisholm Bronze: Stories Of Our History, Integrated Advertising Campaign Capri Chanel (MFA) Bronze: Quincy Brand Book, Book Design Jisung Lee Bronze: The North Face: Find Your Wild, Poster Campaign Brandon Porter Bronze: Water is Life, Integrated Advertising Campaign Qian Wan?Winnie, Art Director &?Adhirath Bhatotia, Copywriter? Bronze: The North Face: Be Ready, Integrated Advertising Campaign Suqi Zhao? Bronze: Hiding in Plain Sight, Poster Campaign

https://lnkd.in/gBhisSMQ The advertising industry has major problems including ageism, chasing fads and a related lack of understanding about effectiveness, Les Binet and Karen Nelson Field argued at the 2024 Cannes Lions International Festival of Creativity. Why effectiveness matters Making impactful ads is the goal of every agency and brand, but many do not have the core knowledge to perform at peak level. Binet, group head of effectiveness at agency adam&eveDDB, and Nelson-Field, founder/CEO of attention measurement firm Amplified Intelligence, are two leading voices in ensuring ads generate the strongest possible results. Ageism is a major issue In a session held by RTL, Binet said that advertising is an “ageist industry” which is “obsessed with youth” – and should have a “broader constituency” of representation.? The current state of affairs also causes a knowledge drain regarding effectiveness, he said, meaning advertising often appears to be “a bunch of kids making stuff up”. Relatedly, “the advertising industry does not think deeply enough, or seriously enough, about what it’s doing, because we're obsessed with fashion,” Binet said. Nelson Field added that the “constant fast fashion system that we live in” prioritises moving quickly, but without rigorously linking back to hard data on effectiveness.? Getting out of the “hole” In the recent past, the marketing industry “got itself into a hole”, Binet said, based on digital metrics that were frequently not robust or reliable. On a positive note, he argued “the tide has begun to turn” in this area with a more balanced – and less short-term – approach to marketing taking shape. Metrics versus measurement Nelson Field suggested there has been a neglect of measurement and an over-emphasis on metrics. “In our industry, we're obsessed with metrics; we're not obsessed with measures,” she said. Measures, she explained, “are what you actually measure. And it's the fundamental root of something that you've learned.” Metrics, by contrast, “are a combination of things that you put together to build something that a marketer wants.” Over-focusing on metrics in this way can lead to optimisation around the wrong things, in a way that significantly harms effectiveness over time. The dashboard dilemma Another common priority for agencies and brands is constructing sophisticated dashboards to monitor performance – often in the pursuit of a silver bullet. In most cases, for Binet, these dashboards make advertisers “feel safe” but do not have a tangible impact. “You can't drive a car by just looking at the dashboard,” he said. Many providers of advertising tools and services, Nelson Field continued, have tapped into rising martech spend by creating dashboards that do not deliver real insight.

The Big 4 in Advertising Seem Not to Practice What They Preach The Big 4 dominates the global advertising market: British WPP plc and three US companies – Omnicom, Publicis Groupe, and IPG (Interpublic Group). It's tempting to assume they excel in their marketing strategies, with their brand identity closely aligned with the firm's core competencies, brand value, and personality, effectively addressing the needs and pains of their target audience. Their clear, concise, and compelling taglines, slogans, and jingles resonate with clients, prompting them to take action. Would you agree? The reality is less optimistic. While they all boast vibrant websites, most focus on showcasing the company rather than addressing the essential. Only one company, Omnicom, presents a clear tagline: "We create end-to-end solutions for clients, anywhere, swiftly and efficiently." Publicis Groupe doesn’t explicitly mention an official tagline. Instead, what appears to be a brand statement reads: "THROUGH A POWERFUL ALCHEMY OF CREATIVITY AND TECHNOLOGY, WE ARE DRIVING BUSINESS TRANSFORMATION ACROSS THE ENTIRE VALUE CHAIN" (all in capital letters). WPP also lacks an official tagline, but they provide 2 phrases that could serve as a brand statement: "We use the power of creativity to build better futures for our people, planet, clients, and communities," or "WE ARE THE CREATIVE TRANSFORMATION COMPANY". The first phrase seems more aligned with a tagline for WPP. I couldn't find any tagline on the IPG website whatsoever. This inconsistency begs a question: What might be a compelling tagline for an advertising firm? It's rational to begin with the agencies’ objectives: Drive client growth: Enhance sales, brand awareness, and market share for the clients. Expand your reach: Attract new clients and solidify their position as industry leaders. Optimise campaign performance based on quantifiable metrics. The objectives lead to brand identity that should reflect the following: Essence: Client Advocacy Values: Client-Centricity Data-Driven Creativity Collaborative Innovation Personality: Strategic Bold and Creative Results-Oriented I used the brand identity criteria to generate 30+ potential taglines from various free LLMs. These were then evaluated from both the Marketing Director’s perspective and the broader viewpoint of the client's stakeholders who need fresh and effective marketing campaigns. Interestingly, a couple of taglines emerged as clear winners: "Strategic Creativity. Measurable Results" and "Maximize ROI with Expertise: Your Vision, Our Execution." If they don't resonate, consider alternatives like "Elevate Your Strategy: Where Data Meets Creativity" or "Break boundaries. Defy expectations. Fuel your brand's momentum."WPP

WARNING: Not knowing how these 3 successful advertising campaigns shaped the world last year, could cost you your entire marketing plan in 2024! In 2023, I dedicated the year to a meticulous study of diverse ad campaigns across industries, and I’m eager to share my insights. My journey into the intricate world of advertising unveiled three exceptional standouts, each making a profound impact on the industry's landscape. 1?? Barbie Movie: Turning the World Pink! Picture a movie where the color pink takes center stage, creating unparalleled hype. The Barbie movie achieved just that by orchestrating a marketing symphony that left everyone tickled pink. The campaign's strength lay in its reliance on distinctive brand assets, with one poster featuring only Barbie's specific pink hue and release date – a masterstroke of simplicity. Ingenious tie-ups with brands like Crocs and Airbnb turned the world pink, making waves on social media. By leveraging emotions and tapping into the nostalgia associated with Barbie, the campaign forged a strong emotional connection with the audience. The result? A record-breaking opening weekend, making it the highest-grossing movie of the year, and a significant impact on cinema advertising. 2?? McDonald's Grimace Birthday: Nostalgia Takes the Spotlight! The Grimace Birthday campaign transported us back to childhood memories. The multichannel nostalgia extravaganza, featuring a limited-edition purple shake, became a TikTok sensation with over 3 billion views. McDonald's successfully intertwined nostalgia and culture, letting fans shape the celebration in unexpected ways. Grimace's Birthday wasn't just a campaign; it was a social engagement phenomenon, proving the brand's authentic connection with its audience. The addictiveness of the campaign stemmed from its ability to invite fans to participate and make the brand their own, showcasing the power of user-generated content in driving engagement. 3???Ben Affleck and Dunkin' Donuts: A Perfect Blend! Dunkin' Donuts struck marketing gold by teaming up with the ever-caffeinated Ben Affleck. The campaign brilliantly played on Affleck's love for the brand, creating relatable, authentic, and humorous ads. The Super Bowl commercial marked the beginning of a series, highlighting the power of aligning a brand with a celebrity who genuinely resonates. The media psychology at play here was authenticity and relatability, connecting with the audience on a personal level. The Super Bowl commercial and subsequent ads capitalized on Affleck's existing relationship with Dunkin’. This campaign showcased the magic that happens when authenticity meets star power. In a world of ever-evolving advertising strategies, these campaigns stand out as shining examples of creativity, authenticity, and the ability to capture the hearts and minds of consumers in the digital era. Now, I'm curious! What marketing campaign has inspired you recently? ??

How to Find Insights ? Phil Dusenberry shared various stories about insights in his book "Then We Set His Hair on Fire: Insights and Accidents from a Hall-of-Fame Career in Advertising," yet he did not elaborate on how to find these insights. This article aims to explore methods of discovering insights from his experiences. ? 1. Insights from Observation As in the case of Guinness, two creative professionals observed consumers and bartenders in a bar and unexpectedly discovered that it took 120 seconds to achieve the perfect balance between the black beer and the white foam. This observation led to the insight "Good Things Come To Those Who Wait." The concept of "Brand Stewardship" promoted by the Ogilvy & Mather advertising agency also encouraged advertisers to deeply use the product to understand its characteristics and even uncover insights. ? 2. Insights from Research Phil mentioned that when David Ogilvy first took on the advertising task for Rolls-Royce, he spent three weeks thoroughly reading the company's documents, magazine reports, and customer feedback letters, discovering that the secret to its success was "merely patient attention to detail." This discovery led to the famous car advertisement headline: "At 60 miles an hour the loudest noise in the new Rolls-Royce comes from the electric clock." ? 3. Insights from Experimentation In 1977, an advertiser named Bob Stanford conducted a series of blind taste tests and found that even consumers who had been drinking Coca-Cola for a long time tended to prefer the taste of Pepsi. This simple blind test eventually evolved into the famous "Pepsi Challenge," which led Coca-Cola to make the mistake of introducing "New Coke," resulting in a significant drop in sales. ? 4. Insights from Problems Campbell Soup was once the leader in the American canned soup market but encountered a sales bottleneck in the 1980s. BBDO advertising agency found in their research that consumers would buy canned soup but not consume it immediately; instead, they stored it and then forgot about it. After recognizing this problem, BBDO adopted a simple strategy—reminding consumers in ads: "Go get Campbell Soup, it's right in your cabinet." Subsequently, the product's sales rose again. ? 5. Insights from Realization Sometimes, insights are not unique to a product. They may just be observations of life that are appropriately utilized by a brand, thus becoming its unique insights. For example, Snickers' insight is "You’re not you when you’re hungry," which theoretically any food brand could use, but Snickers adopted it first, making it their exclusive insight.? ? These methods require time and patience to practice. In today's fast-paced work environment, it is not easy to find time for deep thought. However, to create outstanding advertising, investing time is essential. Before thinking about creativity and execution methods, it might be worth searching for those hidden insights, and you might find unexpected gains.

It’s Friday, which means it’s time for another weekly roundup of the latest brand and marketing insights, curated by our fantastic intern Florence Weller? In this week’s roundup, learn about three exciting brand campaigns, what’s happening in the UK advertising market, and a LinkedIn update that could affect your company page ?????? ?? Heineken created a new ad for International Beer day, with the tagline ‘the best part of having a beer isn’t the beer’. The ad features scenes of the beer being forgotten in favour of spending time with friends. This campaign, developed by creative agency LePub, acts as part of Heineken’s wider drive to create in-person connections. Let us know what you think: https://lnkd.in/ejWjAfzz ?? The UK advertising market has grown by 9% to ￡9.2 billion in the first quarter of 2024. This marks a new high record in the first quarter period. The Advertising Association and WARC are now predicting a 9.2% rise in UK advertising spend in the second quarter, driven by increased spending around the men’s Euros and the general election. ??Nike’s Olympic Campaign, ‘Winning isn’t for everyone’, breaks every sports marketing trope. There is no focus on the positive impacts of sport and instead recognises the ruthless nature of being an elite athlete. The consistent questioning of ‘am I a bad person?’ can feel uncomfortable with viewers. Unsurprisingly, this ad isn’t for everyone, with concerns circulating around how this gives the power to reinforce toxic narratives. Leave us a comment letting us know what you think! Check it out: https://lnkd.in/eRsmRwkA ? LinkedIn has added a new verification feature for company pages, following the rollout of verification for individuals last year. Approved company pages will receive a grey tick, reflecting that the company has passed the LinkedIn checks for authenticity and identity. This is a great way for establishing trust in your company on LinkedIn. To do this head to ‘verification settings’ on LinkedIn and request to be verified. ?? Burritos and lipstick… Not two words you often hear together. However, Chipotle and Wonderskin have teamed up to create ‘Lipotle,’ a ‘guac-proof’ lip stain in conjunction with national avocado day. This fun and comic product, inspired by the social media popularity of mukbangs, cleverly partners two trailblazing brands which pay homage to the latest social media trends. Wonderskin receives high sales through digital platforms such as TikTok shop, selling one lip stain every 15 seconds following. Would you be tempted to try ‘Lipotle’? Have you seen LinkedIn’s new company verification feature? Do you have a favourite out of these brand campaigns? Let us know in the comments! That’s it for this week. Have a great weekend and see you next week! ?? #MarketingNews #MarketingInsights #Marketing #MarketingCampaigns #Advertising

On August 9, the World Federation of Advertisers announced the discontinuation of the Global Alliance for Responsible Media (GARM), a crucial initiative aimed at monitoring brand safety in digital advertising. In response to this significant change, our President Josh Rosen shared his thoughts with Forbes, emphasizing the need for brands to adapt to the evolving landscape of digital advertising. “We’ve heard from clients that the dissolution of GARM isn’t a primary concern. Brands are definitely still focused on brand safety and reliability of platforms, but they know they have to be able to adapt their strategies to the landscape. The lawsuit by Musk was a wake-up call for the industry. It signaled that there’s significant volatility associated with self-proclaimed governing bodies. It also showed that the actions of one platform, in this case X, can ripple through the whole industry. We need to take this seriously and consider the long-term stability and values of the platforms we choose to associate with and the platform owners need to show some great respect and appreciation for the planners and buyers. Instead of looking for a replacement for GARM, the ad industry can focus on metrics that drive real engagement and ROI, instead of vanity metrics. We need to demand transparency and accountability. Brands should also be willing to take calculated risks. When it’s done with a clear strategy, being controversial can be a benefit.” You can read the full Forbes article by Brad Adgate here: https://lnkd.in/daBYeKFD

Heyyy, Linkedin Peopleeee! Here is an exciting insight into two of the world's most iconic soft drink brands- Coca-Cola and Pepsi. Here's a look at how their advertising agencies have contributed to this competition: Coca-Cola: - Advertising Agency: Coca-Cola has historically worked with various advertising agencies, including McCann Erickson, Wieden+Kennedy, and others, depending on the region and campaign. - Advertising Approach: Coca-Cola's advertising is unique in its focus on themes of happiness, togetherness, and universal appeal. They are known for creating emotionally resonant campaigns that emphasize joy, friendship, and positivity. For example, campaigns like "Share a Coke," where personalized bottles were introduced, or the iconic "Hilltop" commercial with the song "I'd Like to Buy the World a Coke." This approach has significantly influenced the brand's position in the rivalry. Pepsi: - Advertising Agency: Pepsi has worked closely with agencies like BBDO, TBWA\Chiat\Day, and others worldwide. - Advertising Approach: Pepsi tends to focus on youthfulness, excitement, and pop culture themes. Their campaigns often emphasize celebrity endorsements, music, and cultural trends. Pepsi has also been known for its bold and sometimes controversial marketing strategies that capture attention and challenge the status quo. For example, campaigns featuring celebrities like Michael Jackson, Beyoncé, and Britney Spears, or the "Pepsi Challenge" which directly compared Pepsi to Coke in blind taste tests. Key Differences and Strategies: - Emotional vs. Youthful Appeal: Coca-Cola often appeals to emotions and nostalgia, aiming to create a timeless connection with consumers. In contrast, Pepsi emphasizes youthfulness, energy, and current trends, positioning itself as a brand for the younger generation. ?? - Celebrity Endorsements: Both brands use celebrity endorsements. However, Pepsi has been mainly known for high-profile partnerships with music and entertainment icons, leveraging their influence to appeal to a broad audience. ?? - Taste Tests and Challenges: Pepsi has historically been more aggressive in directly challenging Coca-Cola, such as with the "Pepsi Challenge," a marketing campaign that invited consumers to blind taste tests to prove Pepsi's superior taste. This bold and direct approach has significantly influenced the dynamics of the rivalry. Overall, both Coca-Cola and Pepsi have utilized their advertising agencies to craft compelling narratives and campaigns that resonate with their target audiences. These agencies have played a significant role in shaping the brands' strategies and the enduring rivalry in the beverage industry. The question is, which one do you prefer? #CRJ #Japan #Cola #Pepsi #AdvertisingAgency #ColaAdvertisingBattle #Recruitment #CornerstoneRecruitmentJapan