Ogilvy UK’s Post

"Brands are increasingly needing to play in spaces where they are not wholly in control of their message or image". 😦 In this intriguing article with The Grocer, Frances Ralston-Good, our Global Chief Operating Officer, explains why brands need to unearth a resonant and authentic role for their brand in culture, in order to convince new consumer groups or occasions ‘this is a brand that works for me’. Read the article here 👉 https://lnkd.in/gbX8sVDu #Culture #Christmas #Brands #Advertising #FMCG The Coca-Cola Company #BreakthroughForBrands #NewCommunicationsEconomy

Our latest LBBonline - Little Black Book article delves into Paddy Power's successful Euros campaign starring Danny Dyer. We discuss the power of aligning the right celebrity, creative, and timing when it comes to impactful brand partnerships. Check it out at the link below. Come on, England! 🏴󠁧󠁢󠁥󠁮󠁧󠁿 #ItsComingHome #BrandPartnership #TalentConsulting

Top-performing brands like McDonald’s and Coca-Cola continue to allocate significant resources to traditional channels. Why? Because traditional media remains indispensable for building mass awareness, trust, and long-term brand equity. Brett Parker dives into the staying power of traditional media in a must-read Q&A that breaks down its value in a modern media mix: https://lnkd.in/gtUrfVYv

No Name: The Power of Simplicity in Branding Loblaws’ No Name campaign is a brilliant example of how simplicity can lead to powerful messaging. By embracing the idea of no-frills, value-driven products, Loblaws successfully connected with consumers looking for quality at a great price. The bold yellow packaging and straightforward branding stripped away the noise and highlighted the essence of value—something everyone can appreciate. What’s truly remarkable is how this campaign leveraged the nostalgia of Canadian consumers while appealing to a new generation focused on practicality. It’s a testament to how effective branding doesn’t have to be flashy; sometimes, it just needs to be authentic and relatable. 💬 What are your thoughts on simplicity in branding? Have you come across other campaigns that beautifully embrace minimalism? Let’s discuss! #Branding #MarketingStrategy #NoName #Loblaws #Simplicity #CanadianMarketing Loblaw Digital Loblaw Companies Limited john st. https://lnkd.in/dZC9DTfB

Kimberly Wingert, Senior Director, Global Brand Marketing Strategy at Hilton, dives into the explosive growth of #CommerceMedia. 💥 From a billion-dollar industry to $30 billion in just five years, plus game-changing data capabilities that close the loop - that’s some serious growth! #AdvertisingWeek

The Marketing Moves Making Waves This Week 🚀 Here are the top stories you might have missed this week in the world of marketing. 1️⃣ Pernod Ricard's Malibu & Tom Daley skip the deep end    Agency: Wieden+Kennedy London    Read more here: https://lnkd.in/gpk2m6pR 2️⃣ Kraft Heinz lets picky pickle eaters make the switch     Agency: Fitzroy    Read more here: https://lnkd.in/gw5RKcWp 3️⃣ Hellmann’s now lets you smell like greatness    Agency: Edelman    Read more here: https://lnkd.in/ghXvK2cC 4️⃣ Primark fans are falling in love with its value    Agency: VCCP    Read more here: https://lnkd.in/gfHxVDh4 5️⃣ Marks and Spencer is best in class as school happens    Agency: Mother    Read more here: https://lnkd.in/gYD5wvAj 6️⃣ EE lets families take control of connections     Agency: Digitas UK    Read more here: https://lnkd.in/gbw7BcAZ + + + + + + + ✏ Let me know in the comments what caught your eye this week 👁 👍 Like, share & follow Tom Child 토마스 차일드 if you found this interesting #marketing  #branding  #strategy  #advertising  #communication

Hellmann’s collaboration with NFL star Will Levis on a mayo-inspired fragrance is a masterclass in pushing creative boundaries. 🧠 This campaign, with its unique blend of humour and audacity, highlights the power of unconventional thinking in brand marketing. The lesson here? Don’t just follow trends - create them. In today’s market, differentiation is key to standing out. Let’s challenge the status quo and explore the uncharted. 🌍 #MarketingStrategy #BrandInnovation #CreativeLeadership #AdCampaign #MarketingTrends

Your must-read for Monday from some of the key speakers at #Rise2024. 'Marketing chiefs from brands such as Diageo, Lego and Procter & Gamble, alongside agency figures and media owner leaders, told the annual Rise conference that diversity and inclusion in adland can help boost return on investment.' That is the 'Return on Inclusion. Six takeaways... 1. Make advertising 100% accessible P&G is aiming to make its advertising 100% accessible across Europe, global chief marketing officer Taide Guajardo said. 2. Brands have a responsibility to ‘build a better future’ Carolina Teixeira, global brand director at Lego, shared her belief that brands have a “responsibility” to help “build a better future by supercharging new creative mindsets and instilling a sense of belonging”. 3. ‘Expect backlash’ when you take risks Samira Brophy, senior creative excellence director, and @Eleanor Thorton-Firkin, head of creative excellence, UK, at Ipsos, spoke about how to take risks in advertising and how to handle criticism when you do. 4. Marketing can ‘get in the way’ of a product Ije Nwokorie, chief brand officer at Dr Martens and its incoming chief executive, said marketing can “get in the way” of customers discovering products by “overly focusing” on trends. 5. Fear of being challenged ‘shouldn’t stop creativity’ BBC Studios’ vice-president of digital, Jasmine Dawson, shared her advice for creatives and marketers to “harness creativity, consistency and compassion” in ad campaigns and the advertising sector more widely. 6. Inclusion is ‘fundamental to creative excellence’ AI gave Reckitt-owned brand Durex its “best-ever” results for a campaign with diversity at its core, Becky Verano, vice-president of marketing at Reckitt, said. This is the new ROI: the 'Return on Inclusion'. It works, it wins. For everyone.

Last week’s RISE event was so inspiring. For those who didn’t have a chance to attend, and who want to champion inclusion and change within the creative industry, I highly recommend reading Ali’s roundup 👇 It was brilliant to see The Lego Group represented by the fabulous Carolina, driving towards a world where return on inclusion is considered seriously. Championing and driving return on inclusion isn’t easy or comfortable for everyone. Whilst we champion inclusive innovation in the creative play lab, considering how best to design for the ‘edge’ from day 1 by recognising the value of play needs historically considered more minority, and recruiting for ‘edge’ in our team, actively seeking diverse profiles to push our innovation further, it’s not enough. To truly celebration DEI we each need our voice and those of the customers we represent, to be heard. This means creating the space and time to put our listening hats on as Shelley Bishton advocated with her THINK TWICE project. Because your truth or view might not be my truth. And my truth or opinion will unlikely be the same as yours. And that might mean you and/or I need to do something different, to accept our own biases and to acknowledge others opinions. And that is uncomfortable. But by creating the space to listen to each other it doesn’t need to be confrontational. Actively inviting others in is how we learn and evolve, how we deliver more creatively and how we create more accepting, trusting, safe and stand out cultures. By not listening, we stand to lose the wonder of our individual and collective ‘edge’, rounding off the corners until we’re all conforming to the loudest/most senior/most influential/most accepted/xxx voice, ultimately losing our creative superpower. It’s not enough to tick a box, we need to live and breathe this, to be the change. Becky Verano and her team at Reckitt are doing impressive work, identifying the ‘brand fight’ that each of their brands can go into battle and publicly support - the work they’ve done through Vanish to raise awareness of autism particularly for girls, rightly resulted in award accolades - https://lnkd.in/ecPixzfb Leading by example, Gemma Greaves closed her fishbowl session with the reminder that ‘it’s only by standing in the arena, that we can really drive change.’ Thanks Ali Hanan and team and all the speakers for inspiring and initiating such important conversations and action. It was a great reminder for me to hold my own ‘edge’ more dear, to celebrate what makes me unexpected, to listen more and talk less, and to continue to lift those around me up.

Never underestimate the importance of a carefully curated colour palette! Consistency is key to an iconic brand image; think Coca-Cola, McDonald’s (our fave!) and Cadburys. 💜 These brands have instantly recognisable colour palettes, which is exactly what we strive to deliver to all branding projects, emulating that distinctive colour association in consumers' minds. #shelf #marketing #offtheshelf #market #noBSbranding #marketingagency