Avidity Creative’s Post

The Grocer asked our founder and ECD Trevor Robinson OBE how to make a diverse ad that doesn't offend. For Trevor, the key issue is the lack of diversity in the room. “Brands, agencies and marketing teams urgently need to boost diversity in their teams at all levels, especially in key decision-making roles.” You can read the full essay here https://lnkd.in/en9pSDvi

Ever heard the saying 'fake it till you make it'? Well, let me share a fascinating story from Richard Branson's autobiography. In “Screw It, Let’s Do It,” Richard Branson shares an ingenious story of Edina, who was tasked with selling ad space for a fledgling magazine. Facing resistance from major companies, she devised a bold strategy. Edina approached both PepsiCo and The Coca-Cola Company claiming the other had already committed to #advertising. To sell the illusion, she created two dummy magazines, each featuring #ads from the rival brand. This audacious move worked! Both giants believed they were in a race to outdo each other and signed on. Edina’s clever tactic secured the magazine’s success, proving that sometimes, taking bold risks and thinking creatively can turn the tide in your favor. Sometimes, a little creative persuasion can turn a bluff into reality. It's not about deceiving, but rather demonstrating confidence and potential. #businessbrilliance #successstories #cocacola #pepsi #Saas #Sales

Brand marketing and culture trends I'm loving this week: 1. Kendrick Lamar & Super Bowl LIX: The National Football League (NFL) announced Kendrick Lamar as the headliner for the 2025 Super Bowl Halftime Show. After years of impactful music and two recent #1 hits on the Billboard 100, Kendrick pushes the boundaries of hip-hop's global influence, connecting the worlds of music and sports. (He's my favorite rapper so I'm very excited!) 2. McDonald's Mini McFlurry: If you ever crave a lil sweet treat, McDonald's is introducing a Mini McFlurry in classic flavors like OREO and M&M's. This launch is a great way to attract a new customer base while also focusing on its sustainability efforts by replacing the plastic McFlurry spoon with an eco-friendly four-flat cup design. 3. Beyoncé & Moët Hennessy: Beyoncé just launched SirDavis, a new whiskey brand in collaboration with Moët Hennessy. The best part is that the brand is named after her paternal great-grandfather who was a farmer and moonshiner. This is a great example of the growing trend of celebs entering the premium spirits, appealing to selective consumers looking for unique brand stories. #brandmarketing #communications #publicrelations

**🌟 Throwback Thursday: Best Practices for Brand Events 🌟** As I reflect on nearly two decades in CPG management , brand launches, and branded events, I feel incredibly fortunate to have collaborated with awesome brand teams and mentors that, despite not always fully grasping my crazy vision, provided me with the autonomy and financial support to create truly unforgettable experiences for our key accounts and target customers—experiences that money simply can't buy. Many of the projects I passionately worked on have yet to be shared. “So I figured why not 🤷🏽♂️” In the spirit of giving back , I’d like to share some best practices for my fellow field marketers and brand developers. Today, I’m focusing on an event I developed from concept to execution. From pitching the idea to the brand teams for financial backing to selecting the perfect talent that resonated with our target audience, and convincing the wholesaler that we could pull it off—each step was a labor of love. **Results:** - 🎉 12,000 attendees, all captivated by a single brand. - 🍻 Sold 950 cases of 24-packs in one night and served 22,800 cans of Modelo Especial. - 📊 At that time, Modelo ranked #9 in market share in the United States. I hope this serves as inspiration for you to elevate your brand experiences! Stay blessed and enjoy the journey! 🎉✨ #TBT #BrandBestPractices #EventMarketing #CPG #MarketingJourney #Inspiration #BrandTeamsRock #lostiguresdwlnorte #kingsbridgearmory

𝐂𝐨𝐨𝐫𝐬 𝐂𝐨𝐯𝐞𝐫𝐞𝐝 𝐈𝐭𝐬 𝐁𝐫𝐚𝐧𝐝 𝐋𝐨𝐠𝐨 𝐅𝐨𝐫 𝐀𝐥𝐥 𝐓𝐡𝐞 𝐑𝐢𝐠𝐡𝐭 𝐑𝐞𝐚𝐬𝐨𝐧𝐬 | 𝐁𝐞𝐬𝐭 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐈 𝐒𝐚𝐰 𝐓𝐨𝐝𝐚𝐲 There are times when brands simply get it right. And today, Molson Coors Beverage Company is that brand. The problem: women hockey player's names on the back of jerseys get covered up by the player's hair. Molson's solution (as a sponsor of the PWHL): Adjust where the player's names go on the back of the jersey. Using Molson's words: 𝑾𝒆 𝒄𝒐𝒗𝒆𝒓𝒆𝒅 𝒐𝒖𝒓 𝒏𝒂𝒎𝒆 𝒔𝒐 𝒉𝒆𝒓𝒔 𝒄𝒐𝒖𝒍𝒅 𝒃𝒆 𝒔𝒆𝒆𝒏. 3 reasons I love this solution: 1. 𝐔𝐧𝐝𝐞𝐫𝐬𝐭𝐚𝐧𝐝𝐢𝐧𝐠 𝐭𝐡𝐞 𝐭𝐚𝐫𝐠𝐞𝐭 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞 - Not only does Molson understand the target audience, they've identified a key problem AND a creative and easy-to-implement solution. 2. 𝐎𝐮𝐭𝐬𝐢𝐝𝐞 𝐭𝐡𝐞 𝐛𝐨𝐱 𝐭𝐡𝐢𝐧𝐤𝐢𝐧𝐠 - Jerseys are a staple of every sport. And yet, this is the first time this ingenious solution has been implemented (to my knowledge). This is a great example of being innovative, solution-oriented and thinking outside the box. Put another way, zigging when everyone else zags. 3. 𝐕𝐚𝐥𝐮𝐞 𝐀𝐝𝐝 𝐅𝐨𝐫 𝐀𝐥𝐥 𝐒𝐭𝐚𝐤𝐞𝐡𝐨𝐥𝐝𝐞𝐫𝐬 - This new approach provides added value to every key stakeholder: Molson increases its brand recognition, brand awareness and brand reputation. The players gain more visibility and exposure. And the fans win by being able to see the names of their favorite players on the backs of jerseys. It also allows player's names to be seen on the jerseys when fans are wearing them in the streets. This is a win-win-win. Another day, another W for women's sports. Kudos to everyone that had a hand in bringing this idea to life - it's a marketing masterclass. Molson Coors Beverage Company PWHL Front Office Sports #spencerspotlight #creativemarketing #molson #coors #pwhl #sportsmarketing #brandmarketing #marketing #creativity #creativecontent #sports

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.

In 2009, Miller High Life showed us you don’t need to invest $3 million in a 30s Super Bowl spot to gain visibility for your brand. Instead you can just buy 1 second. In the video there’s a collection of one second ads, one of which they ran in the Super Bowl. They also produced a hilarious longer ad which ran in the weeks before with the main character ranting about the ridiculous cost of advertising at the Super Bowl, which introduced the angle used for the superb PR campaign. Now here are four reasons why I bloody love this… - They didn’t decide between PR or advertising, they used advertising for PR, achieving additional reach into the millions and millions - As Bob Hoffman articulates better than me, advertising works best when it reaches a lot of people in unison, not individually, to create a shared moment we can talk about on the bus or at the school gates. - They understood that visibility is only worthwhile when it leads to attention, meaning the whole campaign (the teaser campaign, primetime interviews, the spot itself) was incredibly entertaining. - It shows the power of #creative and #media working together, not in isolation. MillerCoors Molson Coors Beverage Company #advertising

It feels like destiny that Curtis and I partnered to create Flavor. BCorp. Here’s why: 1) We’ve known each other since we were 17, sharing big dreams from the start. 2) We met behind the Delicatessen at Safeway on the Isle Of Wight—not fancy, but it was the beginning of something great. 3) Deepened our friendship through our love of festivals and live events 4) Both worked in Experiential Marketing at a variety of Agencies across the UK. 5) Practised made up Dragons' Den pitches when we were living in a flat above a church in Shadwell 6) After countless challenges, Flavor has thrived for 5 years, and we’re just getting started. …from sampling cheese in a supermarket at 17, through to running the fastest growing sampling agency in the country… it’s been a hell of a journey! (I admire solo founders, but having Curtis Cooper as a partner has made this journey so much better.) Founders, how did you meet your better-business-half?

Prepare for a saucy marketing masterpiece, almost as tasteful as my last name - Hein-z! 🍅✨ Just stumbled upon this gem by Heinz, and trust me, it’s more than just ketchup-ing with creativity! 😄 📽 : https://lnkd.in/gDyUtVw7 This is AMAZING because..... (drum roll) 1️⃣ Creativity Unleashed: Heinz has taken a bold step away from the conventional corporate approach, embracing a creative, fun, and authentic style. This video isn't just about their product; it's a celebration of the creative process, making it relatable and engaging for a broader audience. 2️⃣ Humanizing the Brand: By showcasing behind-the-scenes moments and bloopers, Heinz has humanized their brand. It's not just about the ketchup; it's about the people behind it, their passion, and the joy they find in their work. This builds a stronger connection with the audience. 3️⃣ Entertainment Value: In a world flooded with content, Heinz has successfully cut through the noise by delivering content that isn't just informative but also entertaining. The humor and creativity in the video make it shareable, increasing its potential to go viral (which it CLEARLY did!) 4️⃣ Encouraging Engagement: The call-to-action to like, share, and comment encourages audience participation. By inviting viewers to share their favourite moments or inspired ideas, Heinz is fostering a sense of community and turning the video into a conversation starter. 5️⃣ Multi-Platform Appeal: The content is versatile enough to resonate on various platforms. Whether you're watching on YouTube, sharing on LinkedIn, or discussing on other social media, the video's universal theme of creativity and fun makes it adaptable and appealing across different audiences. 6️⃣ Positive Brand Association: Instead of pushing a product, Heinz is associating its brand with positive emotions. When people think of Heinz after watching this video, they're likely to connect it with creativity, joy, and a lighthearted approach - a fantastic shift in brand perception. Heinz has NAILED it by breaking away from the conventional marketing mold. This video is not just an advertisement; it's a delightful experience that leaves a lasting, positive impression. Kudos to Heinz for turning marketing into a joyful celebration! 🎉👏 #MarketingMagic #HeinzInnovation #CreativityWins #marketing #innovation #technology #digitalmarketing #socialmedia #motivation #promotion #optimization #Creativity #marketers #brandmanagement #branding #brandstrategy #consumerbehaviour #blogging #leadership #cpgbrands #cpgmarketing #b2cmarketing #advertising #contentmarketing #ketchup