McCann Worldgroup’s Post

CANER TURNS 1️⃣ AT BUTTERMILK Wowee - what a f*cking 🥇 amazing 🥇 year already it’s been working with Buttermilk (have a look at this vid & my Directorial debut, brought to life by the King Agripa Badza), my highlights include: 🌱 Big client expansion (Mugler, Prada Beauty, Valentino, V&R): ✅ 👏 New client wins (Gap, Marc Jacobs, and more tba): ✅ 🧑🧑🧒🧒 Team expansion (From just little ol’ me to 3 leading olympian Strategists, soon to be more…): ✅ 🧠 Dept/ specialism expansion (Premiering Content & Creator Strategy at the agency, setting up an initiative to matrix wider teams once a month into Strategy with a Hogwarts flavour, building new Archetypes and Personas and providing Thought Leadership): ✅ I can’t wait to see how the next year unfolds … and s/o to my amazing team Sienna Santer, Josie Day, Dan Sutton for everything you do for me/ us every 👏 day 👏 AND, of course, to my incomparable founders Jamie Ray and Motez Touqmatchi for believing in me, what we’re doing and all the jokes, silly antics and sensational chaos along the way. #1yearanniversary #strategy #influencermarketing

This advertisement encapsulates the essence of empowerment beautifully. It suggests that behind every strong individual is someone who helped them become that way, emphasizing the importance of support, encouragement, and mentorship in personal growth and development. By highlighting the transformative impact of strength-building relationships, it not only resonates with the audience but also inspires them to seek or provide such support in their own lives. In just a few words, it captures a profound truth about human connection and the power of lifting each other up.

The strength and power of great Mothers. Advisement: Have tissues close by when viewing this video.

Just a couple of weeks ago, I posted about the importance of capitalizing on your brand’s existing assets in your marketing strategy – and as luck would have it, PepsiCo, Inc.’s Mtn Dew just launched a perfect real-life example! Tapping into their legacy of outdoor camaraderie and refreshment, #MtnDew is going back to their roots for the first time since their rebrand in 2008. Leveraging the themes of an existing #brand asset, mountain iconography, they’ve introduced the Mountain Dude, an exciting new brand character dedicated to the mountain lifestyle and, of course, quenching his thirst with Mtn Dew. The Dude rescues tech-obsessed youngsters from their screens, transporting them to lively mountain adventures, blending humor with an iconic call to action: Do the Dew. In an interview with Ad Age, Mtn Dew’s VP of marketing, JP Bittencourt, was quoted: “We had this untapped potential in terms of mountain iconography and being outdoors.” This strategy solidifies how we perceive Mtn Dew by leveraging their assets: they’re the drink we choose when we want to unplug, get outside, and have a good time! The Mountain Dude is expected to come to life across a variety of real-world experiential activations…who else is excited?! #MarketingAndAdvertising #ThoughtLeadership #BrandStrategy #MediaStrategy #Innovation #MountainDew #DoTheDew

So powerful!!

Does paying a celebrity to endorse your product or service work? In my experience with numerous celebrity campaigns, it's clear that traditional endorsements may not always yield a positive ROI. However, there's one strategy that stands out - making the celebrity a "co-owner" of the company. Take Mint Mobile, for example, where Ryan Reynolds became a co-owner after being brought on board, leading to a whopping $1.35 billion sale. Similarly, Fenty by Rihanna thrived as a joint venture with LVMH, propelling Rihanna to a $1.4 billion net worth. Why does this approach succeed where traditional endorsements falter? Because it cuts through the noise of standard celebrity promotions, capturing audience attention in a way that pure endorsements often can't. When a celebrity truly invests in and co-owns a product or service, it creates a unique and compelling narrative that resonates with consumers on a deeper level. #CelebrityEndorsements #CoOwnership #BusinessSuccess

Long-term brands and agency relationships WORK BETTER.

💼✨ Reflecting on the intense rivalry of the "Monday Night War" between WWF and WCW, there are valuable business lessons to learn: 1. Innovation is Key: Both companies pushed boundaries with new ideas, showcasing the importance of staying innovative to stand out in a competitive market. 2. Audience Engagement Matters: The battle for viewership taught us the significance of connecting with your audience on a deeper level, understanding their preferences, and delivering what they want. 3. Adaptability is Vital: As the landscape shifted, successful companies like WWF adapted their strategies, demonstrating the necessity of being flexible and ready to pivot in response to changes in the industry. 4. Brand Identity is Everything: Strong branding, like WWF's iconic characters and storylines, can create a loyal fan base and set you apart from competitors, emphasizing the power of a compelling brand identity. 5. Competition Fuels Growth: Healthy competition encourages continuous improvement and drives innovation, motivating businesses to push boundaries and strive for excellence. The "Monday Night War" wasn't just about wrestling; it was a testament to the enduring principles of business strategy and resilience. What other business lessons do you think we can learn from this legendary rivalry? 💪🌟 #BusinessLessons #MondayNightWar #WWF #WCW #Innovation #AudienceEngagement #Adaptability #BrandIdentity #Competition #Resilience

Here’s another great example of Heinz nailing their culture-first partnership marketing strategy.   In response to social media comments drawing comparisons between (red) Deadpool and (yellow) Wolverine, Heinz US have officially partnered with Disney’s highly anticipated cinema release, Deadpool & Wolverine, to promote their Ketchup & Mustard.   Fans can get their hands on exclusive cosplay costumes to dress their Heinz bottles, while a bespoke ad is delivered with classic Deadpool humour.   A couple of thoughts for brands keen to replicate Heinz’s approach:   - Use always-on social listening to understand what your audience and their communities are talking about and asking for   - Give audiences what they want with authentic, buzz-worthy and timely partnerships, content, offers and prizes (sometimes this needs to be at pace!)   - Consider how your business is structured for success: can you spot the opportunity, negotiate the partnership and activate it (across markets if needs be) efficiently and effectively?   The more your brand activates in this way, the more habitually and automatically people will spot and create fun connections, hard-wiring your brand in the cultural narrative.   #Brands #Culture #PartnershipMarketing #Heinz

It’s Super Bowl week and we’re ready for the ads – okay fine, the game too. 😏 For brands, Super Bowl week is one of the most important times of the year to make a splash. With most of the nation’s eyes glued to the screen for a few short hours, there's no better time to build trust, shift minds and win hearts. Leading up to the big game, we’ll be sharing our picks of the most iconic brand moments. Now let's kick things off with a classic! 🏆 Super Bowl Rewind: When Branding Went Viral 🏆 Coca-Cola: “The Instant Classic” This Clio-winning masterpiece moved the goalposts to create what we believe to be the first iconic Super Bowl commercial. With the day’s greatest football talent and perfect catchphrase, Mean Joe Green and The Coca-Cola Company went the distance (and scored). Years later just like Coca-Cola, it remains a classic. #football #superbowl #ad #advertising #marketing #brand #cocacola