Leo Rosa Borges’ Post

Let's unpack this "18-month long pitch" (there's almost no one that should be celebrating). Lego's Marketing Team cannot make a decision and clearly is horribly aligned internally. There is no reason why it should take this long to select a media agency. Especially when so much of the budget is digital (~75%). My guess is the regions couldn't agree, the CMO couldn't pull them together and the CEO should be wildly concerned about how much time and money was wasted on this review. Publicis probably gave away the farm to win this. An 18-month pitch is not a battle of titans trying to edge each other, like the famous 11 hour Isner/Mahut Wimbledon Match. This is likely painful negotiations both internally at Lego and with Publicis/the other agency participants. It also sets a horrible precedent for future reviews and agency employees should be concerned. Also don't forget, the best of the best get staffed on these reviews... participating in a pitch like this risks your best talent. Every Publicis client should be concerned. Since Publicis likely gave away the farm to win, they are going to look for it somewhere else. Every client of the losing agencies should be concerned. They spent millions in aggregate to pitch this, they are going to look for it somewhere else. Lego's HR team should be concerned. Their new office in Boston is attracting quite a bit of interest from talent. If it takes this long to make a decision, it's going to be a concern for new applicants. This kind of pitch process is a big part of what is destroying the ad agency model. These Lego clients should be ashamed of themselves and the rest of the ad community should hold them to task. There is only one winner... the pitch consultant. And they should be grateful they are not listed in this press release. No brand client should ever hire them again. (and if you're curious... I've won pitches this big on the agency, held reviews this size as a client, and managed some as a consultant.) #adagency #mediaagency #RFP #Lego

#PJMAInsider: Take the first steps towards the strong mindset that makes a consistent entertainer in a top-notch agency, as Ms. Shayne Madamba, Chief Digital Officer of HAVAS Ortega introduces the competencies that an excellent experiential marketer should possess, with the highlights of “Enthralling Entertainment.” 💡 #ExperientialMarketing Takeaway: “A veteran of experiential marketing has mastered the ability to not be reactive to situations using foresight rather than hindsight.” #PJMAInquires: What do you think are the core competencies that an agency person needs to champion on experiential marketing? Tell us in the comments below! #MADWORLD2024 #ExperienceInMotion

Save the date for this upcoming panel conversation with Havas Media Network North America CEO Greg James and Havas New York CEO Sarah Collinson! As consumer attention grows increasingly elusive, how can brands navigate through a sea of distractions to genuinely engage with their audience? Register below: #CannesLions2024 #HavasAtCannes

💡 HAVAS VILLAGE MOMENTS 💡     Over the last few weeks, we have been shouting out some of our agency's top displays of innovation and creativity!     Today in our Village Moments campaign we hear from Middle East Managing Director Fabio Silveira, as he describes his region's biggest innovation in 2024 so far.    “Earlier this year we onboarded all Jumeirah brands social media and content creation scope. The account covers 14 markets and 54 brands across multiple platforms and require streamlined operations and a business model that allows for the creation of 1500 pieces of content per month – and that’s on top of all the other social media accounts of Havas Middle East, which include adidas, Levi’s, Virgin Mobile, MG Motors, and others. The innovation was to leverage the moment of setting up a new structure and operational model - focused on tech driven efficiency, consistent quality and agility – to set up a new ‘product’, that allows Havas Middle East to support brands with similar requirements.” Fabio Silveira, Managing Director, Havas Middle East    #OneHavas #MeaningfulWork #HavasProud 

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

It’s all about the insight.

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

The 71st Cannes Lions International Festival of Creativity concluded with the penultimate awards night. The awards were presented for the Film Lions, Glass: The Lions for Change, Sustainable Development Goals Lions, The Dan Wieden Titanium Lion, and The Cannes Lions Grand Prix for Good categories. Special awards were also announced to demonstrate Cannes Lions' dedication towards transparent and accurate results. Creative Company of the Year : 1. WPP 2. Omnicom Media Group 3. Interpublic Group (IPG) Network of the Year : 1. Ogilvy 2. Publicis Worldwide 3. DDB Worldwide Independent Network of the Year : 1. Rethink 2. Edelman 3. Serviceplan Group Agenturgruppe Agency of the Year : 1. Publicis Conseil, Paris, France 2. Rethink, Toronto, Canada 3. Ogilvy, New York, United States Independent Agency of the Year : 1. Rethink, Toronto, Canada 2. Edelman, London, United Kingdom 3. Klick Health, Toronto, Canada Palme d'Or : SMUGGLER, United States Creative Brand of the Year : 1. The Coca-Cola Company 2. The HEINEKEN Company 3. Apple Wieden + Kennedy | Superette | DoorDash | Marcel, Paris | Orange | The Monkeys | Accenture Song | Sydney Opera House | Ogilvy Singapore | Vaseline | Publicis Conseil Paris | Renault Group | INNOCEAN Berlin | Reporters Without Borders (RSF) Congratulations to all the winners! #Creativity #CannesLions #Advertising #Winners #Adtechtoday

Register and plan to watch the Passion Pulse webinar with your teams! Passions are an important lens to apply to “customers” so you can better under them as individuals.

If you know me well enough, I'm sure you would agree that I have a twisted sense of humour, be it dad jokes of the standard variety to dark comedy 😬 This means I appreciate good humour in all forms and respond to it very positively. Having said that, I’ve never pondered upon the impact of humour on the effectiveness of the campaigns that we do up until yesterday. Of course it goes without saying that humour is not for everyone, but why not embrace it more often especially when statistics have shown a positive correlation between humour and business results for brands? Here are some interesting insights on humour, sourced from Kantar's 2022 edition of "Who's Laughing Now" as presented by Mandie Van Der Merwe, CCO of Saatchi & Saatchi Australia at the 4A’s Sri Lanka Advertising Festival 🔵 90% of the respondents said that they are most likely to recall a funny ad 🔵 91% of those surveyed want brands to be funnier 🔵 80% say they are most likely to recommend a funny brand 🔵 72% say they would choose a humorous brand over competition 🔵 11+ pts increase on Kantar's Distinctiveness measure I think we could all do with a little more laughter in our lives, so as marketers why not bring it back to the work that we do? 😊 #marketing #humour #4aaf