JOAN Creative’s Post

2025 is anticipated to bring significant changes to brand marketing strategy, shifting focus towards campaigns that genuinely connect with audiences rather than solely catering to algorithms. I shared my thoughts with Ad Age for their 2025 Executive Trend Report on how remaining neutral in today's politically charged environment poses a notable challenge. Esp since well-meaning communications are being commandeered by political factions, a phenomenon known as "brandjacking". It’s a complex landscape to navigate, but there are ways for brands to stay true to their values, break through the noise and find meaningful connections with customers. Discover more insights in the Ad Age full article: https://lnkd.in/gPMJfdV2 #MarketingTrends #BrandValues #2025Changes

The Founder’s Story ad format is incredibly powerful. Sharing your origin story builds trust and authenticity. When the founder steps in as the face of the brand, it becomes even more impactful—because humans connect with people and their stories, not just products. Consumers tend to support brands that align with their values. For example, after working with 10-15 boutique marketing firms, Will, the founder of Barrister and Mann, shared his frustration: none of these firms understood his brand or buyer personas. We focused on understanding who their customers really were. We worked closely with the team to craft detailed, actionable personas, all backed by the customer's voice. Then, we decided to create this Founder’s Story ad to resonate with their target audience. This ad turned out to be a winner for the brand, doubling our ROAS and reducing CPA by 40%. By the way, the script was created using our AI workflows, after reviewing and analyzing customer feedback and product pages. Sales? It’s storytelling, plain and simple.

In Ad Age’s '72 Ad Executives Predict Marketing Trends,' our US CEO, Michael Law, reflects on how Y2K wasn’t a crisis but a catalyst for the digital age we live in today. His insights remind us that the better we understand culture and where customers are congregating, the more meaningful media experiences we can build. Read more: https://lnkd.in/d5DEugsK #TechInnovation #CustomerFirst

If you feel like you’re stuck on a hamster wheel with your DTC ad creative (𝘮𝘰𝘳𝘦! 𝘣𝘦𝘵𝘵𝘦𝘳! 𝘧𝘢𝘴𝘵𝘦𝘳!), there’s one thing I’ve consistently seen deliver. (Hint: It’s not AI.) It’s a good brief. Having one (and taking the time to review it on a kick-off call) goes a long way in improving the quality of creative and reducing churn. Here’s what I typically include in mine: 1️⃣ 𝗖𝗼𝗻𝘁𝗲𝘅𝘁. Why are we doing this? What is the opportunity/problem/challenge we’re addressing? 2️⃣ 𝗚𝗼𝗮𝗹𝘀 & 𝗢𝗯𝗷𝗲𝗰𝘁𝗶𝘃𝗲𝘀. What are we trying to achieve? How will we measure success? 3️⃣ 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲. Who are we talking to? What do we know about them? What do they know about us? 4️⃣ 𝗠𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴. What are the key takeaways? What do we offer our target audience? 5️⃣ 𝗗𝗲𝗹𝗶𝘃𝗲𝗿𝗮𝗯𝗹𝗲𝘀. What exactly do we need? For what channels/platforms/placements? How many versions? What are the specs? 6️⃣ 𝗧𝗶𝗺𝗲𝗹𝗶𝗻𝗲. When do we kick-off? What are our milestones? When do we need final hand-off? 7️⃣ 𝗦𝘁𝗮𝗸𝗲𝗵𝗼𝗹𝗱𝗲𝗿𝘀. Who will be reviewing? Who will be the final approver? 8️⃣ 𝗘𝘅𝗮𝗺𝗽𝗹𝗲𝘀. Include relevant work from the past that has performed well, as well as any other examples. Note what works/doesn’t with each. What else would you add to this list? And for my friends in the creative space, what would you like to see included (or not) in a brief?

Day 11/365 #DigitalAdvertising101 “Beyond Clicks: Building Emotional Connections in Ads” The ads that stand out aren’t just the clever ones—they’re the ones that make you feel something. At the end of the day, emotions drive decisions, and decisions lead to conversions. A month ago, I worked with a startup brand, and while building their creatives and taglines, one question kept coming up: “What does the consumer need, and how can we deliver on that?” That experience taught me an important lesson—connection beats complexity every single time. And honestly, in a world where everything is getting AI’ed, people crave emotions. It’s what makes your brand feel human, relatable, and worth remembering. So, instead of chasing trends or flashy designs, focus on what your audience feels and needs. That’s where the magic happens. What’s the last ad that left a mark on you? Would love to hear your thoughts! #EmotionalMarketing #DigitalAdvertising #MarketingTips #MissBreakFreeVA

🧠 Cerebral Marketing in Action! $92K in Conversions with a 52X ROAS Smart marketing isn’t just creative, it’s strategic. By leveraging data, refining ad placements, and focusing on the psychology of consumer behavior, we turned ad spend into consistent, measurable results. The secret? Cerebral marketing: ✔️ Understanding what drives your audience. ✔️ Crafting campaigns with precision. ✔️ Analyzing and adapting at every step. When you combine innovation with intention, the results speak for themselves.

Monster Day 1 at Ad Age Small Agency Conference yesterday. It kicked off by Nora and I getting out of our Lyft at the same time as our new client and meeting in-person for the first time. Incredible content all afternoon from Howard Moggs & Rishad Tobaccowala on distilling down to your agency’s point of value. (Competitors can be friends 🤝 ) Matt Heath + Courtney Berry + Kate Higgins talked about how the agency culture and work is/is not reflected in the name (Party Land, Bandits & Friends, Öpınıonated) and how their work and leadership create opportunities for the agency. Carrie Kerpen + Lori Murphree brought expert insight and reference points associated with the M&A process. I’m going to distill it down - agencies owners must pay attention NOW to the factors that impact their value. “Sell when you want to, not when we have to.” “50% of deals fall apart AFTER the LOI.” Then Brent Hodgins told us to embrace the 🤖. Actually, it was more of a directive. But he gave great use-cases for various AI tools across agency teams. The dark horse tool he was most jazzed about was a real surprise 😳 (DM/email him for his prez). My POV - AI integration within agencies needs specialization. It’s too challenging to broadly evaluate AI tools and use cases across the entire agency. Each discipline and team will use and benefit from it differently. Creative and Media are more obvious, but how does your Account and BD team leverage it? Overall, it’s incredible company! Theoretically, the best in biz. Looking forward to what today and tonight 🏆 have in store.

When you come across an ad that works, don't just settle. Create some more like it. Think about why it's hitting the mark and test those ideas with new versions. By experimenting with different angles and formats, you'll figure out what really resonates. Then, incorporate those insights into your future ads for even more success.

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Vidmob’s recent release of the Diversity Report emphasizes the importance of a future focused on inclusive creativity. Erin Arnett, Vice President of Global Brands and Client Solutions, shares that the gap in representation is not just a missed opportunity for connection with audiences, it's a call to action for brands to reassess how their values align with their creative output. Learn how Vidmob is automating DEI without human bias and what this means for the future of diversity in advertising. #CreativeData #AI #DEI