MassiveMusic’s Post

As a non John Lewis customer, I am not sure I get the main message of this new TV ad. Lots of details to take in. And the end line ‘Never Knowingly Undersold’ is lost on me. Maybe because I am not a UK native. If this new ad is about John Lewis’ value proposition, I am just not getting it. But that’s me after a single exposure to it. Let’s see how the next 2 ads in the Xmas trilogy play out. #marketing #brandproposition #brandbuilding

Production company R+C has rebranded as creative agency Brass and hired former McCann and 360i creative leader Pierre Lipton as chief creative officer. By expanding as an agency, Brass aims to work directly with clients to affect strategy and the creative process from the beginning, CEO Sean Gately told ADWEEK. “As a production company, you can’t really move the needle…you can move up the chain,” Gately said. “By keeping that production company together as part of the agency, we can push it as a competitive advantage to clients where we need to bring down markups and allow their budgets to go further.”“As a production company, you can’t really move the needle…you can move up the chain,” Gately said. “By keeping that production company together as part of the agency, we can push it as a competitive advantage to clients where we need to bring down markups and allow their budgets to go further.” https://adweek.it/3PtmNDo

Speed🚄, effectiveness and value💲. No, that's not McDonald’s business plan but rather the three things marketers desire🤩 most in the 2020s. On the other hand, Craft🖼️, by its very nature, is almost the polar opposite of fast and cheap and it can make a difference. Apple's🍎 Crush Ad, ⌚TAG Heuer's Chase Ad featuring Ryan Gosling, Sony Bravia, T-Mobile are just some examples of ads that were well made and invested back into craft and high-quality production. So, what is the future🔮 expectation when it comes to the role of craft in creative work? Conor Nichols asks Pablo González de la Peña, Accenture Song; Owen Lee, FCB London; Yan Elliott, Weber Shandwick; Frances Draskau, T&P𝑚 and Alexander Nowak, Mother. Read Here: https://lnkd.in/egA4SexZ FCB Global Interpublic Group (IPG) WPP #AdsCraftsmanship #HighQualityAds #InvestInAds #AdsProduction #QualityContent #CreativeAds #AdInvestment #AdProduction #Craftsmanship #QualityAds #applecrush

If you read this blog post, you may experience some of what it feels like to steward a brand in a commoditizing society. Which could be good for you. #brand or #nada

As usual, I'm Verklempt to share Amazon's annual global holiday brand ad. With all the healthy discussion around full funnel marketing and whether Brand marketing would ever hang with "Performance" marketing or are they birds of a different feather, I am reminded when I watch this wonderful short story our internal team created how our brains work. Most of the time I am not thinking about shopping of any kind, and when I am signaling shopping intent, it's critical to have amazing propensity-driven ads ready to capture and convert that immediate intent. But the rest of the time, we need a lingering story structure of what a brand means to be there at some access level in our customers' minds. That "memory structure" is what increases the likelihood that people will choose our brand, and the stronger the feelings are that surround this memory structure, the top-most place it holds there. The way to create those feelings is to engage customers in a story that is familiar enough to suggest your brand, with distinctive branded assets and branding cues, and a RANGE of emotions. That last part is critical. It's tempting to want to turn on the joy, or wonder, or humor, full blast, but that just doesn't work as well. Watch this ad and I dare you not to feel that moment of Verklempt. That moment is what drives an enduring, lingering memory that will attach itself to lots of shopping triggers to come, and even help those "performance" ads work harder. And if that's not performance, I don't know what is. Thanks, as always, to an amazing international team Jo Shoesmith Tim Castree Walter Frye Tessa Pauly Thomas Pettus Laura Downey Ed Smith Christopher Marchegiani Garett Levy Angela Villon Tiffany Carley Vanessa Macadam Laura Stead Jorgen Boyschau Erika Rivera vince feliciano Josh Cassidy Philip Griffiths Shareen Kern Maïté Molling Dan Palmer Grant Goodwin Alexa Caldecott

The impact of centralized automated AI decision making, on an industry. A quick short post, to share this insightful post by Nandini Jammi and article by Mark Stenberg. A great example of a simple use case; Where we hand over our decision making to a vendor's Algorithm or AI tool, that does not align to our values. 🔸Additional reading This post by Pete Dietert and the comments explores these issues more broadly in relation to AGI. https://lnkd.in/dutMZYpp I talk a lot about the alignment issue. As an example this post talks about how most LLMs are racist: https://lnkd.in/gCQVyzhe #aialignment #ai #artificialintelligence #aistrategy #ethics

Part of my research involves examining how media disinvestment is linked to the overall phenomenon of networked disinformation. What I have come to realise is far from 'disinformation' or hate-speech being a natural result of the freedom of interaction afforded by social media, investments are strategically made to ensure the proliferation of such content. Entrenched interests have invoked the "woke agenda" whenever people have asked questions about right-wing entities being funded by particular brands. However, companies actively defunding particular terms are presented as an apolitical choice. #brandsafety

Ad industry veterans Kai Deveraux Lawson, Simeon Coker, and Tracey Busch have launched Valerie, a woman-owned, Black-owned creative strategy agency and cultural consultancy focused on helping brands think outside the box rather than simply checking diversity boxes. https://adweek.it/3C7MHK8

I want to see more of this type of news on my feed!!!

Swiped this great Volkswagen ad: Go "Topless" this summer. The blurred palm trees and "Topless" copy stops your scroll. Step 1 accomplished. It got my attention. Then I laughed two seconds in. Step 2 accomplished. I connected to their brand value. Volkswagon have always pushed boundaries with playful ads. The misdirection, humor, and simple copy made me swipe it. P.S. If you liked this campaign, check out these too: "Think Small" and "Lemon" TLDR; Cheeky misdirection can work well. And it's a great way to show your brand values. Just don't bait and switch people too hard. Or you hurt your brand credibility. Like this 😉 P.S. Get your FREE ticket to our BIG ads event: https://bit.ly/3y4V3j2 Credit: DDB, Milan, Italy