Campaign UK’s Post

Creating a brand platform for a company that is not only successful in the consumer world, but also used in the internal messaging of the company itself (to the point that even its factory workers are proud of the advertising) - is quite something. This is exactly the kind of effect TBWA\London has had for its client partners McVitie's, Ginsters and Histallay - to name but a few. I spoke with Larissa Vince (CEO) and Andy Jex (chief creative officer) to uncover the ways in which TBWA/London's revitalised creative culture has driven impressive business growth for its clients. Link in the comments below for the full feature. #CreativeExcellence #BrandImpact #TBWALondon #BusinessGrowth #MarketingInnovation #marketing #advertising #mcvities #trueoriginal

When you understand that 70% of the success of a campaign comes from the creative aspect, you work with WPP. When you realize that you need to integrate creativity and tech to deliver the creativity, you work with Ogilvy One.

My column in the 'i' newspaper today: Is it WPP's sluggish growth and cost cutting strategy that spells the end for famous brands like #Hill & #Knowlton #JWalterThompson #Young & #Rubicam and #Wunderman ? #wpp #publicrelations #advertising #mergersandacquisitions

Imagine you worked on a campaign for months, only to find yourself under heavy public fire. This recently happened to both Pepsi and Zara. What if it happened to your brand? In some cases, a rebrand might be your best option. Here are some insights. (Taher Batterywala, Pineable) https://hubs.ly/Q02xHYK00 #PR #CrisisPR #rebrand #PRtips

Imagine you worked on a campaign for months, only to find yourself under heavy public fire. This recently happened to both Pepsi and Zara. What if it happened to your brand? In some cases, a rebrand might be your best option. Here are some insights. (Taher Batterywala, Pineable) https://hubs.ly/Q02xHZJG0 #PR #CrisisPR #rebrand #PRtips

I’ve been reading a lot of comments and posts about the recently announced news of the coming together of TBWA, BBDO and DDB. Many of the comments are either focused on the history of those agencies (many fond memories) and/or how terrible it is (bad holding companies, great independents). Here’s a few of my thoughts, -         Yes, all three agencies are great agencies with an extensive legacy of great work, BUT, great work is not bound by the acronyms of any agency (network or independent). Great work comes from great people/teams and great people/teams exist within our community at many agencies (network or independent). -         All three agencies, in their current state, were created through mergers, acquisitions etc., and each time those changes happened, people bemoaned the change but every time the new agencies went on to thrive. Why? (hint: people). There’s no reason to think this change will be any different. -         There’s lots of misleading chatter about the ‘profit motive’. The truth is that every agency (network or independent) is driven by the desire to make profits. ‘Profit’ is not a dirty word (just ask our clients). It’s a business, folks. The key for all agencies (network or independent) is to recognize that profits (at least long term, sustainable) are the result of great work. And great work (sorry repeating myself) is not dependent on your corporate structure …. It’s dependent on the people. TBWA, BBDO and DDB has had many great people over the years, has many great people today and whatever you want to call the new agency, will continue to have great people moving forward.

Omnicom has announced the formation of Omnicom Advertising Group (OAG). This new entity will oversee its top creative networks, including BBDO, DDB, and TBWA, as well as leading agencies in the Advertising Collective like Goodby Silverstein & Partners, GSD&M, Merkley & Partners, and Zimmerman. The move aims to provide clients with stronger creative solutions by uniting these agencies under a single leadership structure while maintaining their individual brand identities, cultures, and teams. Troy Ruhanen, previously CEO of TBWA Worldwide, has been appointed as the CEO of OAG. Deepthi Prakash will step into the role of COO, and Denis Streiff will take on the position of global CFO. Erin Riley, who was the U.S. CEO of TBWA, will succeed Ruhanen as the new CEO of TBWA Worldwide. Additionally, global creative leaders from BBDO, DDB, and The Collective will report to OAG leadership, further solidifying the group’s unified approach. Ruhanen emphasized that OAG’s primary goal is to strengthen Omnicom’s agency brands by enhancing access to advanced tools, technologies, and global talent. The restructuring is designed to drive growth, foster world-class creativity, and offer more opportunities for talent development within the network. Click on the link to read more https://lnkd.in/dDxvZexi #advertising #agency #creativity

An inside joke when I worked at BBDO Worldwide: Omnicom is a real estate company that dabbles in marketing communications. That said, I get it, given the 360º perspective my roles have afforded me. I began my career in brand management with Campbell's in Canada, and worked with many wonderful agencies and agency folks. After moving to the U.S. for marketing leadership roles with North American and/or global scope, I had to apportion my marketing budget across the most profitable product lines and geographies. Now as a management consultant, both with a global firm for the last 4 years and as an independent to ~20 clients, I've analyzed the profitability of several industries, incl. advertising. Canada is a comparatively low-margin market, with small budgets and high costs (e.g., real estate). All agencies do more or less the same thing. Just go to the websites of any handul and see how they talk about themselves. That's not a dig at adland; the same can be said about management consulting firms or most any professional services category. How well each firm does it, for whom, and by whom can definitely make a difference. The HoldCos like Omnicom will be OK. Independent agencies will be OK. U.S. companies who merely need to "Canadianize American Advertising" can learn more here: https://lnkd.in/eY_tFih4 A growing advertising industry lifts all boats, albeit some more than others. #advertising #consulting #marketing

Cultural sensitivity in advertising is crucial in today’s diverse and globalized market. Brands like Pepsi, Dove, and Nivea have faced backlash for ads perceived as culturally insensitive, underscoring the importance of understanding cultural nuances and involving diverse teams in the approval process. Here are key lessons from notable advertising blunders: https://lnkd.in/gW8A2GMb  #CulturalSensitivity #Advertising #Diversity #GlobalMarketing #UKBusiness #Branding #MarketingTips #PR

This week on throwback to some excellent ad campaigns. I would like to speak about the "it's a tide ad" campaign from 2018. The "It's a Tide Ad" campaign, masterminded by the creative team at Saatchi & Saatchi New York, was launched during the 2018 Super Bowl by Tide, a Procter & Gamble brand. Created to disrupt traditional advertising tropes, the campaign was designed to make viewers question whether every ad they saw during the game could secretly be a Tide ad. By cleverly hijacking the look and feel of typical commercials—such as those for beer, cars, and insurance—Tide subverted expectations, with actor David Harbour humorously revealing the twist in each spot. The campaign's genius lay in its meta approach, blending humor and self-awareness to reinforce Tide's core message of delivering impeccably clean clothes. This innovative strategy not only entertained audiences but also drove significant brand engagement and sales, making it one of the most talked-about and successful Super Bowl ad campaigns in recent years. Article by - Ricky Cariappa #Markeligion #marketing #advertising #branding #brandstory #tide #proctorandgamble. Procter & Gamble