Kristina Karassoulis’ Post

Despite the rising costs at Cannes, experienced marketers like XR Extreme Reach CMO Meredith Brace and their teams plan strategically to maximize time with brand, agency, media and entertainment clients and other creative economy leaders! Read more in Ad Age and visit with XR across a variety of Cannes' best activations. #Cannes24 #CreativityWins #CreativeEconomy #CreativeAI

In today's ever-changing consumer landscape, brands are waking up to the power of cultural events like Coachella or SXSW. Here on home soil, Cotton Fest comes to life this weekend and still presents a wide-open opportunity for relevant brands to speak to a hugely influential & connected audience. While some are still figuring out social media, Gen Z powers ahead demanding short-form media & immersive experiences. These events aren't just gatherings; they're prime brand showcases, surpassing traditional impressions & spoken about for weeks after any social media post is simply scrolled past! We're in an amazing era where authentic connections thrive through clever, immersive campaigns that meet consumers where they are. It's about adapting or being left in the dust, where authenticity reigns supreme. The divide between those who "get it" and those playing catch-up, grows wider 😎 https://lnkd.in/dNGDJ7vA

The recent conference organised by BRND WGN and Zampa Debattista was a breath of fresh air. Attendees gained valuable insights on integrating brand value into core business strategies as there’s a clear co-relation between brand equity and financial success. By leveraging diverse cultural perspectives in your content, you can enhance your brand's value on the international stage. Have you considered partnering with a studio that embodies global insights and storytelling? An international team creating high-quality content can significantly enhance a brand's value by ensuring its appeal across diverse global markets. This approach enhances brand awareness, reinforces brand identity, and increases engagement with a wider audience. By tailoring content to resonate globally, brands can achieve a more substantial and positive perception among consumers not only in Malta but worldwide, which, in turn, contributes to greater brand equity. #brandequity #strategies #content #internationalteam

I’d like to start a discussion about something that’s been on my mind recently, about a moment on TikTok LATAM and the French luxury brand #Mugler. During the brand’s fashion show, the content manager for TikTok (A talented LATAM Girl) decided to use a very popular sound in Latam. The video went viral, and as of now, it has 3.8 million views. Why? Because this sound is iconic for everyday people, creating a striking contrast with the luxury image that Mugler represents. So, where did these viral views come from? LATAM. Did it reach Mugler’s target audience? Probably Not. Did it spark conversation and get people talking about the brand? Absolutely. But does it reflect the brand’s DNA? Definitely not. For those of us who come from the “old school” of marketing (meaning pre-TikTok), where brand DNA is everything, these tactics can be a lot! ... However, in today’s world, where standing out is so difficult, are these disruptive strategies necessary? We all know that going viral isn’t a strategy in itself. But what do you think? Was it a success or not? How important is brand DNA nowadays? The video in question 👇

When the hype dies down, what’s left? Empty promises don’t just cost money – they cost you your relationship with your audience. This week, we explore how brands can avoid trap of overpromising and build lasting relationships with their customers.

As Cannes Lions wraps up this week, reflecting on the diverse creative brand activations prompts a question: how do brands stand out in today's crowded marketing landscape? Cutting through the noise is a challenge, but at Yas Island, we’ve found a winning formula. Sure, we bring in A-listers like #RyanReynolds, #RanveerSingh, #KevinHart, and #JasonMomoa (our taste is impeccable, after all). However, it's more than just star power. We seek partnerships that seamlessly align with Yas Island's unique vibe, creating a synergy that resonates like perfectly fitting puzzle pieces. Nailing brand alignment is a marathon, not a sprint. It takes years, not months, of negotiation, like going toe-to-toe with Mike Tyson before landing the perfect jab. But hey, the struggle is real to ensure the perfect brand alignment, audience fit, and overall vibe. Our secret weapon? Laughter! Turns out, 85% of people remember funny ads. That's why we craft laugh-out-loud campaigns that tap into what's trending and leave a lasting impression. Big or small, the key is finding creators who truly get Yas Island. Because let's be real, Ryan Reynolds wouldn't settle for just anyone, and neither should we. The result? Brand love, media buzz, and results that make us all do a happy dance or in this case singing loudly (in Arabic, of course!) #YasIsland #MiralDestinations

It's not a Fairy Tale, it's Real 🏰 Discover the timeless elegance of Gstaad Palace with us ! In today’s fast-paced digital world, where attention spans are shrinking, luxury brands face a significant challenge: how to capture and hold attention in a sea of content. Social media has become the front line of brand visibility, and in this competitive arena, winning the fight for attention requires strategic investments in the field. Videography is crucial for this purpose. It is a powerful tool for forging deeper connections with audiences and delivering messages with greater impact. For luxury brands, it is essential that marketing efforts mirror the same level of sophistication as the services offered. #LuxuryMarketing #NovalpStudio #VideoMarketing #SocialMediaStrategy #LuxuryBrands

Aren't you just sick and tired of brands pushing out new "core values and beliefs" just to meet some politically driven agenda? We've seen it with many top Australian's brand, and even on a greater scale, globally, in recent times. However, one brand that has stayed true to their GENUINE core values and beliefs is Dove. You may have seen recently, that I posted a review on one of Dove's best brand story films, where they raised awareness over the dangers of social media on young girls. By age 13, 80% of girls have distorted the way they look online - this is a horrific statistic. And it was pointed out on this post by my first degree connection Marg Lange that Dove are exemplary in standing by their true core values. The comment read "Go Dove, killing it with a purposeful meaningful brand story whilst showing they stand for something that is not politically motivated. Well done! " As a brand story film producer, I encourage my clients to let us display their core values and beliefs in their films. Why? Because it helps users connect with your brand on a deeper level. You become one of them - if they hold the same values as you. And in an age where more and more brands are following the trends of the minorities, and changing their morals to suit an agenda, it has never been so important to stand true to yourself and your brand's core beliefs. Authenticity stands out in a world of ever increasing crafted faces - and this is the message Dove is communicating in their film. Be yourself. #brandfilms #videomarketing #fixonthat

Rather than grouping audiences by generation, brands are increasingly looking to connect with consumers via their most cherished passions, from sport to music and entertainment, a new survey finds. It can also influence both brand and business performance metrics. https://bit.ly/49O1e8Y #thegrowthagenda The Australian