AZIONE’s Post

Our latest LBBonline - Little Black Book article delves into Paddy Power's successful Euros campaign starring Danny Dyer. We discuss the power of aligning the right celebrity, creative, and timing when it comes to impactful brand partnerships. Check it out at the link below. Come on, England! 🏴󠁧󠁢󠁥󠁮󠁧󠁿 #ItsComingHome #BrandPartnership #TalentConsulting

Great insights on the evolution of Strategy in Advertising!

Influencer marketing done right ✅Jumping on trends & vitality to drive brand relevance to a new/emerging audience #brandmarketing #influencermarketing

Exclusivity is not free. As I have been planning an event recently which I will share more about in the next coming weeks, so many brand owners have asked for exclusivity on being the only brand in their category but then have been shocked at the price point for exclusivity so I thought this might be helpful to explain why exclusivity comes at a premium price. Let's dive into the essence of exclusivity and why it comes with a certain price tag. 🤔💰 Exclusivity isn't free because it involves more than just being the sole brand in a category. It's about restricting others from doing business in that space, thereby limiting their potential to generate income. And guess what? That warrants compensation. Consider it like a VIP pass to an exclusive club – the perks come at a cost because you're reserving a special experience for a select few. So, here's the lowdown: Exclusive rights mean you're investing not just in a space but in the inhibition of potential competitors. It's a premium offering that ensures your brand stands out in its own spotlight. #ExclusivityExplained #BusinessStrategy #EventPlanningInsights #BrandElevation 💡🚀

The best and least disruptive way to generate greater value from the client-agency relationship as told by Lianne Sinclair of AT&T and Matt Miller of BBDO. "Valuing what both sides have to say and trusting them to tell the truth while bringing new ideas and challenging conventions makes for a well-rounded relationship". #agencymanagement #marketingprocurement #marketingleadership #teamperformance

Nailing naming can be a fine art, here's some thoughts from our founder on why the perfect name might not exist! #B2P #Business2people #businesstopeople #naming

This is why we partner with Trust & Will as an integral and integrated component of thorough financial planning and guidance from our advisors.

Brand integrity is everything!

Great article Lindsay! Deciphering the ROI of events should not be an everlasting puzzle! The relentless pursuit to demystify the ROI of event sponsorships is a challenge I am obsessively and passionately striving to overcome. Senior leaders often question the value of a sponsorship, especially when it’s time to cut costs, yet deprioritize it when times are good. Meanwhile, my colleagues overlook addressing this issue due to our industry’s collective complacency, our lack of action, urgency, skill set, and consistency. This allows agencies to self-regulate without oversight, mistakenly believing their Excel math will prevent a client from jumping ship. A sponsorship should not only be about its cost because an organization still needs to spend more to activate it. Moreover, measuring its worth solely through the lens of sales is myopic. We can debate the ROI of an impression generated by a social media ad, which values its worth at the moment when someone sees the logo/ad for a mare 13th of a millisecond, versus an event impression’s worth, which we account when our most desired audience interacts with a brand IRL, for dozens of minutes or perhaps hours during an activation. What we can’t debate is that media bases it’s worth in statically foundational common measurement, tracking against benchmarks, and event marketing doesn’t. What’s not measured, can’t be improved (or proved in our case). 🤌🏽 One f@$!ing quarter of a second vs. minutes or hours, let that sink in, measured vs not measured. No wonder we’re not invited at the strategy meetings 🤦🏽♂️ We can attempt to justify our pitches or recaps using organic likes, or use terms “test and learn” very loosely, but confident AF, or lean in our favorite: “ROI” without the true numerical equation behind it 😂, as our form of measurement. Perhaps it’s time to move beyond our logistical expertise, stop adding that last slide in our pitch deck with some bullshit long of what success looks like without benchmarks, or maybe it’s time to stop delegating the task to researchers or analysts who use outdated tools, or lack a true understanding of the multidimensionality of brand activations. A great friend opened my eyes a couple of days ago with this: Ask your clients if they’re about the journey or the destination. If they are about the journey, they’re committed to learning and incorporating measurement at every step of the way. But if they just want to get to the destination, then they lack commitment (or skill set) and just want to reach the solution without the effort of learning. Valid, but narrow-minded at its foundation. I’m not the only one, I know I’m not. As Chicharito said: “Let’s imagine what’s f@$ng possible.” Let’s not wait for the CMO to cut our budgets or choose between trinkets and measurement. AI is not going to solve it. We must train it to help us, but it’s up to us collectively tackle it head-on.

In our latest blog post, we dive into the crucial role of the Chief Brand Officer. As a role we often play for our clients, we've seen firsthand just how important it is to the life and culture of your brand and business. Check out our insights on #brandesign #brandstrategy #brandecosystem #designinnovation BOLTGROUP