Ad Black Sea - International Festival of Creativity’s Post

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Many Black entrepreneurs may not have access to these resources or may not have the necessary connections or experience. Industry barriers: The film industry is notoriously difficult to break into, even for established professionals. Barriers to entry include networking, connections, and access to decision-makers. Stereotypes and biases: Unfortunately, there are still biases and stereotypes within the industry that can hinder the success of Black entrepreneurs. For example, some producers or investors may not take Black-led projects seriously or may be skeptical of their potential success. Fear of isolation: Starting a new venture can be isolating, especially if it's not supported by the broader industry. Some Black entrepreneurs may be hesitant to leave the relative safety of established companies or networks. However, there are signs of change: Increased representation: The rise of streaming platforms has created new opportunities for diverse storytelling and representation. Growing demand for diverse content: Audiences are increasingly demanding more diverse content, leading to a growing market for stories told by and about people of color. New talent emerging: A new generation of Black creatives is emerging, with fresh perspectives and innovative ideas.

Sunday was St Patrick’s day. A global day of celebration of Irish culture which feels like it’s getting bigger each and every year in its scale. So what better day to jump in, join the fun and see if you can get people to reappraise what they drink … and whether there might be more than Guinness to enjoy. That’s what Kahlua did. And people loved it.  🎉 The atmosphere/ambience, infectious enthusiasm, jolly 🎻 The music (contributing to the above) 🤣 Funny - the story, the facial expressions, the Tucan, the twist 😯 Surprise/curve ball - the moment of him turning round with a cocktail, the play on Guinness 🍸 The twist on tradition and acceptance - celebrating non conformity, affectionate It also gives them a powerful positive association or space to be part of the big event. Being a part of St Patrick’s day.  This all meant that the ad was seen as incredibly well loved, resonant, highly distinctive and really did make people who wouldn’t have considered Kahlua pre seeing the ad actually want to try it. Only 3% considered the brand before being exposed to the ad in the middle of programming surrounded by other ads …. And after, 22% would consider it. Now to the elephant in the room.  Not everyone realised or remembered it was a Kahlua ad. We show the ad as part of an ‘ad break’ with other ads in the middle of programming then ask what brands people remember being advertised.  The number mentioning Kahlua is less than we’d often see.  BUT - there is an additional 10% who talked about espresso martini (which benefits Kahlua). Inevitably …. There are also 7% who remember Guinness.  Now we could see that as a really bad thing … or we could weigh up a few things: - It’s a smaller brand.  They have a lot to gain by being part of St Patrick’s day, being another drink to consider, being humorous, being an accepted drink.  - The way it positions Kahlua cleverly as an alternative.  An attractive one.  A fun one. An accepted one is very clever. - Is Guinness really a competitor? Or given the number who do get the brand, is attaching the love so many feel for Guinness powerful? - Could Kahlua habit stack on Guinness as James Clear would say?  When you’ve had enough Guinness you move seamlessly to Kahlua or an espresso martini I say well done to Kahlua, Pernod Ricard and Wieden + Kennedy Sign up to the newsletter for insights into an interesting ad each week. https://lnkd.in/e-VVDCSC https://lnkd.in/ema3AbMW #consumerinsights #kahlua #advertising #marketing #effectiveadvertising #stpatricksday

🏆 Award nights and galas deserve a sprinkle of magic, don't you think? Elevate these occasions with a mix of professionalism and wonder. My Hosting services are not just shows, but experiences that resonate. #AwardNightMagic #GalaEnchantment"

I've traded a Cannes Big Gulp™ of rosé for a warm Carolina breeze this go 'round (what Garden City, SC lacks in Prada stores it makes up for in hushpuppies). But I loved this musing from all-time great creative human and Entertainment Jury Pres. Geoff Edwards: "Entertainment is the new upper funnel." Our audiences have never been less captive, so captivating them means entertainment them vs counting on any vintage media buy to herd eyeballs. Herding hearts is a different ballgame – and maybe that's one of the many reasons why a harrowing doc about young women counting on WhatsApp to evade the Taliban, won the Grand Prix in Geoff's jury. If you're still reading this, good for you (I rarely read in-feed LinkedIn posts longer than 100 words, bc hey we're scrollin' here). Back to the new upper funnel thing. What started in the long long ago as more of a niche awards category is fast becoming the industry itself. No doubt Marcel Yunes feels the same way, and we're not alone (lookin' at you, Sugar23 & Superconnector Studios & Anonymous Content & Maximum Effort). But safe to say we're all super stoked about where this is going. https://lnkd.in/eUq9-qdE

Last week at Cannes Lions, Mark Ritson reminded us that creativity, while important, isn't the be-all and end-all in marketing. According to Ritson, the 4Ps (Product, Price, Place, Promotion) are tactical levers that should be employed only after you've nailed down your STRATEGY and DIAGNOSIS. One critical piece of advice he shared was the need to focus on targeting. In my experience this is the most complex and overlooked aspect when businesses approach me. Companies frequently ask how they can improve specific areas like their social media. But the problem always certainly lies deeper. It starts with a comprehensive review of the business—a diagnosis to identify what's working and what isn’t. Only after this can we look at targeting and positioning before moving on to tactics and channels, which are what people typically associate with marketing. Without this foundational work, your efforts are like putting plasters on a wound—patching things up without addressing the root cause. If there's one takeaway from Ritson's speech, it's to invest in strategy. This means truly understanding your target audience through research and segmenting the market to find where the most potential lies. And it's not as simple as just creating a 'persona'; it's about profiling your customers to understand their purchase journeys and behavioural traits amongst other things. By focusing on these fundamentals, you'll ensure your marketing efforts aren't just tactical but strategically sound. This way, you’re not working blind, but with a clear, effective plan in place. Feeling inspired? Let's talk about how we can significantly transform your marketing by going back to the basics. Email natsharp@sharpthinkingmarekting.co.uk #MarketingStrategy #Targeting #BusinessGrowth #CannesLions

Last Friday we celebrated the awards. Today, we celebrated the people behind the awards. A grand haul of 18 wins. 7 Gold, 4 Silver, 6 Bronze and 1 Grand Prix! Whilst holding bragging rights for ‘effectiveness’, we are beyond ecstatic to also be crowned as most ‘creative’ at the recent 4As Advertising Festival. We are in a business of ideas and people. And thus, these awards are a culmination in the strong conviction of belief in our ideas and pushing to sell through to the client. We salute the 4As for a brilliantly organized and concluded festival, our clients who believe in us, and the team that rallies together - rain or shine - to bring it all to fruition. We believe dissatisfaction is the mother of reinvention. That’s why our icon is the octopus. It’s the only organism on the planet that routinely edits its own genetic material to adapt, innovate, and thrive. It outsmarts the competition by constantly changing. It reinvents, repeats, reinvents, repeats. And so do we. #mullenlowesl #alwaysbeachallenger

Does anyone know the way to 🎪The Digital Circus®? Whilst doing some map reading practise with Lydia-Rose, our eldest for a night hike at scouts, it got me thinking about navigating around in business.. So... There are two parts to this.. 1) Your ecosystem and online presence.. When visitors are in your ecosystem, do they know how to navigate around? Do they know where to go next? Do they know what you want they to do? 2) Do you know how to navigate to 🎪The Digital Circus Big Top? Well, when the doors reopen Monday 15th we want to make sure that the MILLIONS [aiming big here] who wish to run away and join the circus, know where to go.. Well, it's simple... You can head to 🎪The Digital Circus® and click on the link at the top of the page... Oooh, I love it when it's simple.. Anyway, questions... 1) Were you in Scouts, can you map read? 2) Do visitors to your ecosystem know where to go to next? 3) Are you one of the MILLIONS joining us all at 🎪The Digital Circus® next week?