Business Leader’s Post

From Advertising to Social Impact: An Interview with the Founder of SOKO In our latest interview, we spoke to Felipe Simi, the Founder, CEO and Creative Chairman at SOKO and the most admired advertising executive in Brazil, according to 2023 Agency Scope research. We spoke to Felipe about his career, the role advertising plays in shaping and improving society, the importance of addressing present issues rather than those in the future, and much more. Read here 👉 https://lnkd.in/ekxMS7U6 #Interview #DiversityAndInclusionMonth #Advertising

From Advertising to Social Impact: An Interview with the Founder of SOKO In our latest interview, we spoke to Felipe Simi, the Founder, CEO and Creative Chairman at SOKO and the most admired advertising executive in Brazil, according to 2023 Agency Scope research. We spoke to Felipe about his career, the role advertising plays in shaping and improving society, the importance of addressing present issues rather than those in the future, and much more. Read here 👉 https://lnkd.in/ekxMS7U6 #Interview #DiversityAndInclusionMonth #Advertising

Brian Jacobs has worked in the media side of advertising for agencies including Leo Burnett, Carat, and Universal McCann. He’s been responsible for media activity in multiple countries for clients including Procter and Gamble, McDonald’s, Kellogg’s, and Volkswagen. He set up Brian Jacobs and Associates in 2006 and has consulted for companies including Suzuki, the ISBA, Hiscox, Boots, Kantar Media, and a number of media agencies and tech start-ups. Let's read his recent article and learn about the changes in advertising. #AdvertisingEvolution #AdIndustryChanges #MarketingShifts #DigitalAdvertising #NewAdvertisingTrends #AdvertisingRevolution #AdaptOrPerish #AdTechAdvancements #ConsumerEngagement #TargetedAdvertising #DataDrivenAds #CreativeApproaches #BrandStorytelling #InfluencerMarketing #SocialMediaAds #InteractiveAdvertising #MobileMarketing #VideoAds #ProgrammaticAdvertising #AdvertisingDisruption https://lnkd.in/gPCmik6T

Advertising : Who Cares? Agency friends who care about the future of #Adland, I’m pleased to spread the word about this grassroots initiative. https://lnkd.in/gHD2mbT8 The Blutui® Adland’s universal digital delivery platform™ team are aligned with the direction Brian Jacobs and Nick Manning have envisioned and happily leaned in to help. 5 focused workstreams have been confirmed, along with their committed leaders. Trading, Transparency and Trust | Jenny Biggam Founder, the7stars Business Models | Michael Farmer Consultant and Author ('Madison Avenue Makeover' and 'Madison Avenue Manslaughter') Measurement and Accountability | Denise Turner CEO, Route Recruitment and Well-Being | Crispin Reed Founder, Skyscraper Consulting Sustainability, Ethics and Privacy | Ruben Schreurs CSO, Ebiquity Do please volunteer to join one or more of these groups so that your views can be represented. It is straightforward to join from the site; if you have any problems you can contact Brian and he’ll pass your details to the relevant leader. A Summit is booked at Royal Society of Arts (RSA) in London on the afternoon of September 12th. All details are on our site, where you will also be able to book tickets in the next few days. -Registration from 1.30pm (no lunch, so eat first!) -Formal presentations and discussion 2pm - 6pm -Bowl food and drinks 6pm - 8pm This is an event without sponsors, underwritten by Brian and Nick and funded entirely from ticket sales. We are doing it this way to encourage an event free from any sponsor distractions or pressures. We will sell a maximum of 140 tickets which will include a networking food and drink period after the formal presentations and discussions. We think this is important, we want to encourage a positive and open discussion in which all voices can be heard and everyone can participate. We suspect tickets will go quickly based on enquiries to date. We will start a waiting list in case any places open up. We are unable to offer any refunds but if you buy a ticket and are unable to attend you can pass your ticket on to a colleague, as long as you let us know. If we make any surplus on the day we will make a contribution to NABS, the advertising charity. We realise that many would like to attend but cannot for reasons of distance or possibly politics. We are going to record the whole event and are looking into the practicalities of live streaming it as well. Speakers will be the five workstream leads, plus a few high profile additional speakers. We will be announcing who these are in due course. Please continue publicising the #whocares movement to your networks, and to encourage people to join us, and (even better) to buy tickets when they go on sale TOMORROW🙌.

Brian Jacobs's article today made me wonder how people will respond to advertising content in the future, knowing that much will have been AI generated. Will they be less interested in it or less trusting of it? I am also thinking this might impact how we capture people's experiences in real-time. At the moment we ask people whether it was the first time they had seen the ad, or 2nd etc. Maybe we should ask whether they think it was generated through AI? We capture how positive, persuasive and relevant every brand encounter is. Will AI generated content be more relevant? Or more persuasive? What do you think? Dana DiGregorio Karen Fraser MBE #advertising #ShareOfExperience #SOE

Agencies are still where creativity lives and they continue to deliver terrific work for most of their clients. I agree with Steve Boehler from Mercer Island Group who wrote, "Great clients get great work, lousy clients don't." The old adage still holds true: clients get the agency they deserve. If you're having issues with your agency, a simple, data-driven agency performance appraisal is the best way to learn and correct these issues. Agencies can deliver great work if the working relationship works. Association of National Advertisers 4A's American Marketing Association #agencyassessment #agencyappraisal #agencyevaluation #marketing #procurement #marketingprocurement #marketingoperations ADWEEK. Read more here: https://lnkd.in/exZ_r_rM

What is Havas set to lose here though? Surely the concern is that major businesses start to no longer see value in B-Corp - ad agency networks are unlikely to favour it over big fee paying clients unless it’s expected of them to gain those accounts. If there isn’t a major consequence then what will stop others from simply doing the same thing? 🌍😳 #advertising #environmentalism #shell #Havas #bcorp

To make great advertising, brands need three things: to reflect culture, to reach millions of people, and a trusted media environment. But this is getting harder. Media is fragmenting, trust is in decline, influence is ephemeral. So advertisers need scale, influence and integrity to cut through. That’s why we’re proud to launch the Guardian Advertising Awards. Free to enter, the new awards celebrate advertising that has featured across the Guardian, highlighting unforgettable examples of scale, influence and integrity. Enter now: https://lnkd.in/eF_gQZ_d

This is a #mediapositive to every single person who has delivered work good enough to be recognised by their peers at the Campaign UK media awards. Congratulations. It's always harder than you imagine, and time seems to go faster than the free drinks at a media party. But with 186 entries within media agency categories, 96% of them have come from media agencies within the Top 20 (Campaign Billing report). Just 3.7% come from agencies outside of this, six agencies:  TotalMedia UM, Bountiful Cow, Yonder Media, dentsu X, Flourish - Customer Journey Marketing & Craft Media London As a small agency, getting your work through the volume of entries from the top 20 means that this recognition means so much more. The truth is it is harder to cut through and at £500 an entry and £7,000 a table even entering these awards is a huge investment for smaller agencies and one that they have to be super selective at making. Huge  #mediapositive to Spark Foundry for BenRiach, TotalMedia UM for Greene King, Propersnacks, M&C SAATCHI.GAD for The Ben Kinsella Trust, the7stars for KA Drinks, Goodstuff for Gu Chocolate Puds Six entries with a reported media investment across 2023 of circa £4m  Versus the shortlist pool of over £2bn (2023 AdIntel) Congratulations to you specifically and the teams involved in these, because you were starting with a disadvantage. Despite that you got a shortlist, and managed to get a panel to see the great work you did. So what's that disadvantage? You're not spending millions every month, and therefore don’t enjoy that latent awareness within the judging room, and the familiarity that comes from having eight or nine figure media budgets & creative budget to match. You don’t in short, have availability bias.  We've been guilty of this in the past, drawing on the deeply woven tapestry of knowledge and emotion regarding a significant brand (age, adspend and recency being some of the factors) rather than trying to be deliberate about the work in front of us. And this surely has to be impacting the shortlist of the ‘under £250k’ category: Walkers, Lloyds, Sky, Channel 4 & Audible are all shortlisted, brands which have spent heavily (and consistently) outside of this ‘campaign’ who are being compared to Ben Kinsella Trust, Mitchum deodorant and Gu. If you are fighting with these giants and holding your own you should really celebrate your achievements At Craft we passionately believe good strategy drives business growth and should be available to all clients, not just the biggest spenders in media. And maybe we need to find another way to surface and celebrate the real depth of planning and effort that happens on the longtail and not just for the already highly familiar and famous. Well done to everyone involved. I wish you all the best of luck come the 18th April.  But a particular well done to those whose cream has risen to the top in challenging circumstances - we see you especially and we tip our Crafty hat. #mediapositive

A point well made, creative is and always will be king…. But it needs to work and feel authentic in each media channel, just cutting your 60 second ad into 6,10,15 & 30, then cropping for vertical and square isn’t going to do it either (all though it’s a start obviously). Building native assets, then testing and refining is much more likely to yield the best results from each media channel.