EssenceMediacom UK’s Post

Inflation, rising food costs, and AI-generated budget recipes. It's rare that brands actually have the ability to be 'relatable' to their consumers, but this campaign absolutely nails it! "The Inflation Cookbook" campaign by Dentsu Creative x Food Banks Canada | Banques alimentaires Canada is a great example of the creative way data can be utilised to create a stronger emotional connection with consumers through their everyday, real life struggles. Gen AI beautifully integrates into the app with custom recipe generation aided by #Midjourney visuals that allow the user to truly feel listened to about their specific needs and concerns. Definitely warrants a Gold Media Lion at the #CannesLions2024! #artificialintelligence #digitalmarketing #advertising #generativeai #dataanalytics #inflation

“No Silo, No Solo, No Bozo” - the internal mantra when then-CEO Maurice Lévy kicked off Publicis’ new model in 2016, emphasizing a promise of centralization. 👨💼 At the Cannes Lions of that year two holding company giants, Publicis Groupe and Dentsu, both promised the same thing, streamlining their offering for clients into a unified platform model. 🦁 Ben Smith explores the success of Publicis in the years since in a brilliant article on Semafor this week - ‘All roads run through Paris’: How Publicis got ahead'✍ #canneslions #advertising #publicis #advertisingnews

So proud but still so driven.

So proud but still driven.

The Singapore Association of Advertising & Marketing Singapore (AAMS) AdMarCom Festival 2024 with be held January 18th. In the lead up to the festival they are spotlighting some of the ‘Braves’ who have made a significant impact in the Singapore AdMarCom space. Here is my insights in this exclusive interview. Who are you? – What holds dear to you? Can you share a defining moment or experience in your career that has shaped who you are today? Currently, I’m the Creative Chairman of BBDO Singapore. I love to fish, so when I am on leave and if I go fishing, this will be the reply from my out- of-office reply. ‘Guan Fishing’ While studying in Los Angeles, I joined the inaugural Los Angeles Creative Competition in 1990. As a Singaporean, I initially found the competitive and individualistic culture of the American institution challenging. The awards ceremony was a defining moment. Amidst a sea of accolades from my peers, I didn’t hear my name until the show was almost over when my name was announced for the Best of Show, an honor accompanied by a cheap plastic trophy (which, to this day, I hold dearly) and US$1,000/-. You seem to be heavily involved in the creative scene. What is your ultimate goal for the industry or for yourself? Did you know Patrick Low and I were the first to start the Crowbar Awards in 2001? In 2003, I was the Chairperson for the Creative Circle Awards. I involved myself heavily in the creative industry to mentor, teach and grow early in my career because it motivates me to be a more nurturing Creative Leader. “If you don’t do it, someone else will” is something I believe in and practise consistently. My attitude has evolved, and I no longer try to shy away from challenges but take the bulls by the horns and face them head-on. After working in this industry for almost three decades, it has taught me to be resilient. There were tough moments when I could have given up and taken another less stressful job, but where is the fun in that? Creativity is important, but you need to have the tenacity and motivation to excel to succeed. BBDO Worldwide BBDO Asia BBDO Singapore #creativity #gongshow #bbdo

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.

IPG Mediabrands wins the media and creative mandate for Air India Limited. The media planning and buying group's victory gave IPG more bragging rights, especially because Initiative's creative partner McCann Worldgroup India secured Air India's global creative mandate in 2023. #creativemandate #media #mediaplanning #multichannelmarketing #adtechtoday

More and more agencies, both media- and creative agencies are moving their adops- and production teams abroad to countries to cut costs. Acne did this a few years ago setting up a production team in India, UM as well but in Riga. The latest one doing this is Publicis who will do an offshore solution for their adops team moving their hands-on knowledge in martech platforms from Sweden. This might look good short-term, since the costs will be lower. BUT, this is with no doubt always equivalent to a lower ability to deliver value added solutions and workflows to their clients using adtech/martech as a support. So for agencies that understand the value of having hands-on and local knowledge in martech/adtech and production, this is a great opportunity. Congratulations. https://lnkd.in/dzjHgz4R Resumé DAGENSMEDIA AD LAYER - Creative Management Platform

𝐇𝐚𝐯𝐞 𝐲𝐨𝐮 𝐞𝐯𝐞𝐫 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞𝐝 𝐚 𝐦𝐨𝐦𝐞𝐧𝐭 𝐭𝐡𝐚𝐭 𝐦𝐚𝐝𝐞 𝐲𝐨𝐮 𝐟𝐞𝐞𝐥 𝐭𝐫𝐮𝐥𝐲 𝐬𝐩𝐞𝐜𝐢𝐚𝐥? 𝐀 𝐦𝐨𝐦𝐞𝐧𝐭 𝐭𝐡𝐚𝐭 𝐦𝐚𝐝𝐞 𝐲𝐨𝐮 𝐩𝐚𝐮𝐬𝐞 𝐚𝐧𝐝 𝐬𝐦𝐢𝐥𝐞? Earlier this year, I stepped into the exciting role of Performance Manager at Starcom Australia. It was a thrilling start to the year, but what came next was even more delightful. One of our esteemed partners, TripleLift, decided to congratulate me in a way that was far from ordinary. They crafted a mock Native ad featuring none other than - Yours Truly on Nine.com.au. A creative surprise that was more than just a congratulatory message. It was - 🔯 Personal 🔯 Unique 🔯 Created JUST FOR ME This thoughtful gesture didn't just make my day; it highlighted the essence of what we strive to achieve in media advertising - 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐬𝐚𝐭𝐢𝐨𝐧. In our fast-paced digital world, we are constantly bombarded with information and advertisements. Amidst this noise, it is personalisation that captures attention. It's not just about using a customer's name or photo. There is immense opportunity. It is about - 🔯 Building a connection 🔯 Making your customer feel seen 🔯 Turning an ordinary interaction into an extraordinary experience Reflecting on my own experience and the lasting impression it left on me, I can tell you this - "𝑷𝒆𝒓𝒔𝒐𝒏𝒂𝒍𝒊𝒔𝒂𝒕𝒊𝒐𝒏 𝒘𝒐𝒓𝒌𝒔" It creates memorable moments, it adds a human touch to our digital interactions, and most importantly, it makes people feel special. Here's to creating more 'made my day' moments in advertising! P.S. - This is one of the most memorable wishes, Ayan Chakravarti! Thank you for the delightful surprise. #Personalisation #MediaAdvertising #CustomerExperience #TargetedAds #MarketingStrategy #DarshanPawani

The reactions after Perfect Fools launched the new integrated creative and media agency offer two weeks ago? The most common: “Finally! Why hasn't anyone done it before?!” Especially coming from people on the creative agency side (but also from media agencies). It sounds like we’re not alone in thinking the old school structure is dysfunctional for getting better and more effective creative work done for clients. (BTW, I know it's been done before...) The skeptical: “Nice, but you’re not the first to try. And no one has successfully pulled it off while also delivering great creative.” This can, of course, be debated. I know there are media agencies like Publicis and Dentsu that offer the same, but has it been done from the creative side? And by an agency acclaimed for its creativity (f**k Jante!) and with the driving force of making the creative work better, not from a (network) business structure perspective? I’m just saying, don’t underestimate the power of motivated, independent people. The practitioner: “Sounds good, but how will it work?” Absolutely the hard part. Simple answer: people, people, people, and process. We’re in the people business, and creating the best possible conditions for people with different expertise to collaborate. We and Tre Kronor Media Nordics | a Making Science Company have put in hours and hours to get that in place. The client: Time will tell, of course, but we’re in some really interesting discussions…