MullenLowe Lintas Group’s Post

Recently viewed Cadbury 5 star's latest film and the website on the extension of their big idea and wondering why some brands make it big while many miss out on big ideas. Various small brands ( not by value/volume but by intent) often dream big but fail to fully leverage the potential of "big ideas." Not because their ideas are less powerful, but because they often underestimate the importance of amplifying them through strategic marketing and media might. Take the example of brands like Amul, TATA jago re or 5 star for that matter, the ideas aren’t just creative; they are omnipresent, appearing across print, TV, and social media. Small brands often limit their ideas to digital-first or hyper-local campaigns, which is a good starting point but falls short of building lasting impact. Big ideas require big amplification—television, outdoor, collaborations, and more. The synergy between creativity and media reach turns an idea into a movement. In today’s landscape, where digital and traditional media converge, even small brands can think big. The key is to commit to scaling their ideas with consistent storytelling across multiple touchpoints. The intent is there—what’s often missing is the conviction to go all out. Remember, a big idea doesn’t become big until it is seen, heard, and remembered by millions. #Brand #BigIdea #Storytelling

After years of doing this, it hasn't become any easier. At MullenLowe Singapore, we've managed to grind out at least a shortlist in every edition of the Cannes Lions the past half dozen years, and you'd think practice makes perfect, but every time, the competition pulls ahead and surprises you with new ideas, just as you're finally caught up with some amazing developments over the past year. About the only thing I've learned is, you can't run out of ideas. You can only run out of steam. In the furore, I forgot this Bronze Lion is also the first for many on the team involved in this project, and I hope it blows fresh belief into their sails. It's also a Film Lion, the OG Lion, the one that was awarded at the International Advertising Film Festival in 1954 in Venice, years before it moved to Cannes and became the Cannes Lions International Festival of Creativity it is today–so congratulations, team–that's something. This year, Sheng Jin Ang and I also had our hopes of winning Singapore's first Grand Prix dashed by the brilliant folk at Ogilvy Singapore (congratulations Nicolas Courant, Marco Versolato and everyone involved) with their work for Vaseline. Again, I was reminded that the same kids behind our winning work, had a remarkably similar idea for another Unilever brand–down to the title of the piece–here, I'd say the blame is shared. We did not give the idea its due recognition, and then throw enough belief behind it to infect the clients with it. Our clients too, would not have conceivably spent two years of R&D and committed to introducing a permanent product range. We know because we've tried, very hard, and for a very long time, to make such ideas happen. But now, we know it can, because the next time we're given the it's-too-complex face-crunch, we'll have a Transition Body Lotion and a lauded Vaseline team to trot out as examples. I am personally going into 2025 invigorated. And that's the whole point of an award show – to remind you that creativity is just about one of the only infinite resources accessible to humanity.

In the first half of 2024, Filipino girl group BINI has dominated the endorsement landscape, securing an impressive seven deals with brands like Jollibee Group, Keds, Shopee, and POND'S. Their position at the top highlights their growing influence in both the entertainment and advertising worlds, particularly in Southeast Asia, where they are becoming key figures in brand representation. This trend is also showcasing the diversity of brand partnerships that these artists are engaging in. Ama Lou, for instance, is working with fashion giants like H&M and TUMI, while Saweetie has partnered with brands in the food and beverage sector such as Postmates by Uber and Smirnoff. It’s clear that brands across various industries are recognizing the value of celebrity endorsements, leveraging artists’ influence to reach new audiences. Luxury brands are also actively working with celebrities to expand their global presence. High-end names like Gucci, FERRAGAMO, and Balmain Paris are tapping into this trend, with stars like Jihyo of TWICE endorsing Gucci and FILA, underscoring the significant role K-pop and other global artists play in elevating these brands’ prestige. Lastly, these endorsement deals are truly global. Artists such as Eric Nam have signed deals with international companies like WhatsApp and TUMI, while Jojo Siwa is collaborating with global beauty and tech brands like Maybelline New York and Temu. This underscores the increasing reach and marketability of artists, as their influence transcends local markets and opens opportunities for brands across the world.

Purpose is arguably the defining advertising trend of the past two decades. But it is also the most problematic. Purpose-driven marketing has been overused and distorted over the years. Purpose-led brands have been criticized by consumers and investors. They asked, why do colas, ice-creams and sneakers have to make a stand and have a point of view on politics, individual rights, wars and everything in between. With some fair arguments made on both sides. Amidst this debate and backlash is a company that has been one of the pioneering Purpose-driven brands. In an interview with one of Unilever's key leaders and HUL Executive Director, Harman Dhillon, I asked her how Unilever and its brands like Dove stay the course. Remember it was Dove's Evolution film that kick-started the whole thing on the ad-front in a way. #marketing #brands #advertising #media

Do you know the iconic brand Unilever? If yes, you must know the person who played a massive part in making this brand iconic: Alessandro Manfredi. Yesterday, he stepped down from Unilever. Thus, today I want to express my gratitude to him. Being a marketing and advertising professional, he is an inspiration to me. - Who is Alessandro Manfredi? → A cornerstone at Unilever for over two decades. → Served as the Chief Marketing Officer of Dove. → His innovative vision and commitment to authentic brand values have left an indelible mark on the industry. - Why is he special? → He successfully combined business acumen with a deep sense of purpose. → His approach wasn't just about selling products but making a real difference in people’s lives. → His leadership has proven that brands are responsible for bringing social change. - Impactful Contributions: → Dove’s Real Beauty Campaign: This campaign challenged conventional beauty standards and empowered millions of women worldwide. → Growth and Education: Under his guidance, Dove became the #1 provider of body confidence education globally, reaching 114 million children and tripling its business to a 6 billion Euro brand. → Sustainable Business Model: Alessandro proved that with authenticity and real stories, a brand can change the lives of millions and bring the required change. - What I Have Learned: → A brand should use its power for the right purpose. → A brand’s tiniest contribution can impact society, as millions of people include brands in their lives. → Authenticity sells. Dedication will be remembered for decades to come. He taught me to always seek a ‘better’ way of doing business. As a marketing professional, brand manager, or working in the advertising field, you must prioritize humanity and emotional connections. Thank you, Alessandro, for always inspiring me! #Gratitude #Leadership #Dove #RealBeauty #Inspiration

🟢 Inclusive Media Planning & Buying Award Category Shortlist Presenting Publicis Media: Spark Foundry and Asda's Ramadan Moments Campaign 🎉 ASDA’s campaign was grounded in a deep understanding of community media and the cultural significance of food during Ramadan. The objective was to position ASDA as a brand that celebrates cultural connections during this important time of year. By recognizing key behaviours such as family gatherings for Iftar, social media recipe searches, and the impact of the cost-of-living crisis, we crafted a targeted narrative. The campaign aimed to position ASDA as a high-quality, yet affordable choice for Ramadan and Eid celebrations. Running from 8th March to 12th April, the campaign integrated both mainstream and community media to maximize efficiency and minimize wastage. By focusing on areas with high Muslim populations, we ensured that our messaging was culturally relevant and resonated deeply with the target audience. Research showed that 92% of diverse consumers prefer brands that advertise in both community and mainstream media, shaping our approach. #MediaforAll #InclusiveMediaPlanning #InclusiveMediaBuying #Awards #DiversityandInclusion

Cadbury 5 Star's "Nothing University" ad is a clever and humorous take on the growing concern about AI replacing human jobs. The ad cleverly satirizes the idea of a university dedicated to doing nothing, highlighting the potential for job displacement in the future. The ad's catchy jingle and witty dialogue make it engaging and memorable. By positioning 5 Star as a brand that understands the anxieties of the modern generation, the ad successfully creates a positive brand association. While the ad's primary purpose is to promote the brand, it also serves as a thought-provoking commentary on the impact of technology on the future of work. Agency: Ogilvy Brand: #cadbury5starindia #kavazem #digitalmarketing #influencermarketing #creativeads #advertising #marketing #creativity #Cadbury #5star #ogilvy

In our globalized world, diversity marketing isn't just smart—it's essential. By embracing cultural, ethnic, and demographic diversity, businesses can expand their reach, boost brand loyalty, and stand out in a crowded market.   Major brands like Coca-Cola, PepsiCo, Unilever, P&G, and Nike are leading the way, successfully tailoring their strategies to resonate with the South Asian market.   This inclusive approach is key to building meaningful consumer connections and driving growth.   Dive into Tushar’s insightful article to learn about diversity marketing and how you can incorporate it into your marketing strategy for business success.   ✍️ Tushar Unadkat (Features Editor — Business)   📸 PepsiCo ——————————————— Marketing Mastery: Celebrating Cultural Diversity For Business Success   🔴 FULL STORY: https://lnkd.in/gxYaehWP ———————————————   #diversitymarketing #inclusivemarketing #globalmarketing #culturaldiversity #marketingsuccess #brandloyalty #businessgrowth #tusharunadkat #businesscommunication #thoughtleaders #anokhilife #anokhilifestyle #anokhimagazine #southasian #desi #culture

The Content Works. joins L'Oréal Groupe's agency village, expanding its partnership across 32 global brands after a successful tender. read more: https://lnkd.in/dChHKpQm Adriana Kritharides | Alex Noonan #partnerships #beautybrands #contentmarketing #socialplatforms #adtechtoday