McCann Worldgroup’s Post

The concept of brand love mirrors human relationships in their intricate, dynamic, and emotionally charged nature. As with human connections, consumers engage with brands on a journey that spans varying intensities of interest, communication, and advocacy. To navigate this complex web of relationships, brands must focus on both direct competitors and understand the broader landscape of consumer choices. Jakob Wahl, CEO of IAAPA, explores five thought-provoking principles that can aid brands in fostering love and loyalty among consumers. https://bit.ly/3WRtwvX

E.L.F. BEAUTY has called out all the ‘’Dicks’’ in the New York financial district. And I’m here for it. 👏🏾 Their latest purpose-driven media campaign is the next phase of the company’s ‘Change the Board Game’ initiative. It highlights the poor EDI stats of corporate U.S. Boards such as: 👉🏾 The lack of women in colour in board rooms. 👉🏾 Women make up only 27% of U.S. corporate boards. 👉🏾 There are more men named Dick (Richard, Rich, Rick) on publicly-traded boards than entire underrepresented people. Honestly, this campaign makes me love this brand even more. It’s not every day we see a major beauty brand stirring up conversations in corporate America. The ballsy stunt strategy is an outrage marketing tactic used to provoke the audience. A move its competitors wouldn’t dare try. E.L.F. are just unapologetically themselves from start to finish. And the way they’ve pop-cultured it to grab people’s attention is just exceptional. 👌🏾 They definitely know how to flip the narrative whilst turning heads. 👀 Bravo E.L.F. 👏🏾

How should you approach Juneteenth as a brand or marketing professional? Melanie Williams shares some great wisdom in this piece for ADWEEK: "Juneteenth is not just another date on the calendar; it represents a transformative opportunity for brands and marketers. Let’s use this moment to make genuine connections, show understanding, and make a lasting impact in the fight for equality and justice." https://lnkd.in/e5N3UCnT

Summary: Heinz recently apologized and pulled a European ad after critics pointed out imagery reminiscent of blackface. This incident raises important questions about diversity in creative teams and cultural sensitivity in branding. Question for You: 🛑 What steps do you think brands can take to avoid cultural missteps and ensure inclusivity is prioritized at every level?

Yesterday was a good day! Our research paper, "Antecedents and consequences of the 'cancel culture' firestorm journey for brands: Is there a possibility for forgiveness?" has been published in the Journal of Marketing Management. 📝 We've designed a quasi-experiment study to examin the factors that contribute to its rise and the potential ramifications for brands, while considering the possibility of brand forgiveness. I would like to take this opportunity to again express my gratitude to António Azevedo for his commitment to this project. For those interested in the ever-evolving landscape of modern marketing, I invite you to explore our paper through the link below 👇🏻 https://lnkd.in/dbSe5H79 #ResearchPaper #MarketingManagement #CancelCulture #BrandForgiveness

Romina Brown, MBA -SSI (Strategic Solutions Incorporated) has helped drive growth of many Fortune 500 and high growth indie brands. How you may ask? Polycultural Lens & Omni-Channel data synthesizer and insights builder across: Beauty & Well Being Personal Care Hair Textures & Daily Solutions Beauty Supply Understanding, Pioneer Capabilities include: qualitative, quantitative and keen observation. 🎉Celebrating Romina’s and SSI’s 20 years in business. It, and she, are unprecedented. Drop a heart below ♥️in celebration…Woman & Minority Pioneered, Founded, Owned and Led. #KeepSoaring💫 #trustedbyBrands (plural) #getyourflowers 🌸🌺🌻#wishingyoumorebeaches 🏝️ #SSIturns20

This is what culture should look like! I've worked for and led many sales teams, some of which were built on toxic culture. In sales, it’s challenging to balance individual targets and aspirations with teamwork and collective growth. At The Reward Collection, we've nailed this balance. Our culture is all about supporting one another and genuinely wanting every team member to succeed. As you can see from Nikhil’s screenshot, we get super hyped about great brands coming on board. I’m incredibly proud of our team, not just for their performance, but for their support for each other and their constant sharing of ideas to improve. As CEO, I believe it’s crucial to see employees not as working FOR me, but WITH me, building our vision together!

Reflecting on the success of Lay's 'Do Us a Flavor' campaign reveals not just a marketing triumph but a testament to the power of community engagement and inclusivity in brand storytelling. Here's why it resonated so profoundly: Inclusivity at its Core: By inviting consumers to create and submit their own chip flavors, Lay's shattered the traditional marketing model. Suddenly, everyone had a voice and a chance to shape the brand they love. Empowering Participation: This campaign wasn't just about passive consumption; it was about active participation. People felt empowered to unleash their creativity and contribute to something bigger than themselves. Building Community: 'Do Us a Flavor' fostered a sense of belonging and camaraderie among chip enthusiasts. Whether you were a foodie, a flavor aficionado, or just someone with a wild idea, there was a place for you in the Lay's community. Embracing Diversity: The campaign celebrated diversity in taste preferences, cultural backgrounds, and creative expression. It wasn't just about finding the most popular flavor; it was about honoring the unique perspectives of individuals worldwide. Authentic Engagement: Lay's listened to its audience and responded authentically. From the submission process to the voting phase, transparency and genuine interaction were the cornerstones of this campaign's success. Ultimately, 'Do Us a Flavor' wasn't just about selling chips; it was about building connections, fostering creativity, and celebrating the diverse tapestry of flavors that make life flavorful. It's a reminder that when brands prioritize inclusivity and community, the possibilities are endless. #DoUsAFlavor #CommunityEngagement #Inclusivity #BrandStorytelling #MKTG5519

A recent ad has ignited conversations beyond marketing strategies, spotlighting the persistent stigmas around women’s body hair. It’s clear we’re still grappling with biases that dictate how women’s bodies should look. This campaign is a stark reminder that our work isn’t done. While we celebrate diversity in beauty, the messages we craft in our ads should empower, not alienate. As marketers, we must be mindful of our impact and strive for authenticity. It’s not just about the cleverness of an ad but its contribution to a culture that embraces all forms of beauty. Let’s use our voices and platforms for change, championing real beauty in every form it takes.

It’s been an epic week at MAD//FEST LONDON 2024! From insightful sessions to laughs with the team, we had the best time. Here are some of the team’s highlights… Consistency was a theme that stood out to Kerry. “Lots of brands were talking about how their consistent messaging creates fame. Specsavers’ 20-year-old campaign 'Should've' is so well-known that people use it for their own humour, as their audience knows it so well. This shows that the need to constantly change campaigns or branding isn't always the winning idea.” Tom Ollerton and Rachel Kerrone’s session from Starling Bank was a favourite for Joanna. “They spoke on the importance of focusing on building a quality customer base when building a brand and that it's not the scale at the beginning but the quality of the customer that matters most. This is what builds trusted brands & loyal customer bases. Paige loved the Barbie session. “Despite the backlash they have faced over the years, they never lost their core objective - that Barbie is a role model for young girls to inspire them to dream big and achieve anything. If Barbie can do it, so can you!” Cheryl’s highlight was listening to the 10 learnings from Who Gives A Crap about how they have built a successful brand. The first one resonated the most; “Everyone loves puppies!" Ben Farren from SPOKE delivered a session on building long-term brand awareness through TV advertising, which was a standout for Fiona. “His quote ‘out of fear of what I might feel if I didn’t try’ resonated with me so much, as this is how I feel with my business. It’s a powerful reminder to take risks and innovate." A statement from Eddie Izzard’s talk stood out to Loren - “Be bold, be brave and never doubt yourself!” Molly’s key takeaway from the event was the sheer variety of speakers and CEOs. “It was great to see a variety of ages throughout the sessions, not to mention all the inspiring female leaders on the Female Leaders' Club stage.” Bring on MAD//FEST 2025! What was your highlight from the event? Let us know in the comments… #BrandChampions #MadFestLondon #FemaleLeadersClub