Ogilvy UK’s Post

My column in #exchange4media today.  TRUST is the new Brand Currency In an era of scepticism, building consumer trust is both a challenge and an opportunity. Brands that prioritise transparency, ethical practices and meaningful engagement can create lasting connections with their audiences.  https://lnkd.in/g5BJynTc #Advertising #Consumer #ConsumerIsKing #ConsumerMindset #ConsumerAttitude #ConsumerBehavior #ConsumerBehaviour #IndianConsumer #Branding #BrandVoice #Marketing #MarketShare #BrandBuilding #MarketingStrategy #Storytelling #Innovation

The ability to achieve fame used to be limited to the largest brands.   But the world has changed. The media landscape is more fragmented than ever, and consumers’ continued clustering into communities means that the link between ‘scale’ and ‘fame’ is now broken.    This creates a huge opportunity for smaller brands, who can now be just as famous as bigger brands – within a specific community.    In this piece for MediaCat Magazine, Ben Essen, Global Chief Strategy Officer at Iris, explores the new rules of brand fame in the age of Participation. 🔗 https://lnkd.in/e5_MzmHe #Branding #Innovation #MarketingStrategy

Here are my Cannes Lions Highlights, guaranteed without any mention of AI! - Liquid Death was particularly interesting, prompting a reflection on the importance of fostering genuine brand building practices that prioritize entertaining audiences before interrupting and demanding attention. A call for better and more art-led brand building. - The Doc Martens session evoked emotions, reminiscing about buying my first pair at a flea market at 13, a symbolic ritual of "belonging" and bidding farewell to childhood. Brands should grasp these pivotal life moments by being curious about (sub-)cultures and leveraging true empathy for people. - The AbInbev session with Marcel Marcondes was truly inspiring, showcasing how creativity can drive continuous improvement across global marketing teams. Remarkable campaigns from Latin America, a beacon of creativity in a world dominated by Anglo-Saxon brands. - My "Elon moment" was truly scarry, but also inspiring and human. Learning that dreams are potent storytelling tools, brands could achieve much more by dreaming as boldly as Elon Musk! - Finally the Ipsos & JKR session was a standout, with the Burger King case study offering valuable insights for marketers. Our research serves as a wake-up call for those aiming to develop highly visible and recognizable global or local brands. JKR's process for building gold standard brand assets is supported by our database to benchmark brand identity elements and create a truly distinctive brand. Check-it out! PS: Cannes parties at RTL beach and at Luigi were absolutely fabulous and memorable. Lillywood's performance was charming, and experiencing Etienne de Crécy's DJ set was definitely a highlight (really regreted to experience it with too much gray hair!). #ipsoscanneslions2024 #IpsosBrandSuccess

🚀My Favorite Marketing Campaigns - Part 2 In the world of marketing, creativity and connection are key. Here are a few campaigns that have left a lasting impression on me: 1️⃣ Airbnb Transforming how we travel, this campaign emphasized the personalized, local experiences that make every trip memorable. “Don’t just go there. Live there.” 2️⃣ Barbie A masterclass in cultural relevance. From pop culture collaborations to nostalgic vibes, this campaign perfectly merged a beloved brand with modern-day conversations. 3️⃣ Maybelline New York “Maybe she’s born with it, maybe it’s Maybelline.” This timeless slogan evolved with digital campaigns that empowered women worldwide, making it more than just a beauty brand—it’s a movement. 4️⃣ The Coca-Cola Company One of the most iconic campaigns of the 21st century. By personalizing Coke bottles with names, this campaign created a global conversation and an emotional connection with consumers. 💭 What’s your favorite marketing campaign? Share in the comments! #MarketingStrategy #Branding #DigitalMarketing #Creativity #Innovation #Campaigns #Advertising #MarketingTrends #SocialMediaMarketing #LinkedInCommunity #IIDE

Last week, GALE attended “The Future of Creativity in Media & Marketing,” a conference hosted by Brand Innovators. Leaders from E.L.F. BEAUTY, Mastercard, Diageo, and more explored how they’ve harnessed creativity to propel their brands. Here are some of the top things we heard: 1. Consumers crave validation from brands, and brands that win the hearts and minds of consumers acknowledge this with clear recognition. They say, “You asked, we answered.” They reformulate products that are receiving complaints. They bring fan suggestions to life. Above all, they prove they’re listening actively, and taking action. 2. Ensure that all your actions are “on brand.” When considering new ventures–brand collaborations, partnerships with nonprofits, or celebrity endorsements, for instance–invest in things your customers care most about. Know your audience and your brand well before you make these decisions. 3. We’ve all heard it before: Consumers have an 8-second attention span–and Gen Z clocks in at 3 seconds. To capture and extend this time, create premium content that enchants. At GALE, we do so by creating entertainment, not ads. 4. To win in today’s world, brands must be agile. Cultural relevance is critical, and you can’t plan cultural relevance a year in advance. Leave room in your budget and content calendar to adapt to real-time trends or lean in on what’s resonating most with your audience.

In the dynamic world of brand deals, the debate between clout and community ignites like fireworks on a summer night. Picture this: clout, the blazing star shooting across the sky, represents the flashy influence and sheer magnitude of a person or brand's reach. It's all about numbers, engagement, and instant exposure to a vast audience. On the flip side, community is the warm glow of a bonfire, symbolizing the deep connections and loyalty cultivated among a dedicated group of followers. It's about authenticity, trust, and building meaningful relationships. Now, in this electrifying showdown, which steals the spotlight? Clout dazzles with its ability to light up the sky, attracting brands like moths to a flame. After all, who wouldn't want their product or message broadcasted to the masses in a blaze of glory? But hold onto your hats because community steps onto the scene with a fervent energy all its own. It's not just about numbers; it's about passion, engagement, and a sense of belonging that sets hearts on fire. In the end, the perfect brand partnership dances to the beat of both clout and community. Picture a sizzling fusion of star power and genuine connection, where brands bask in the spotlight of a vast audience while nurturing the deep-rooted loyalty of their community. It's a dynamic balancing act that sets the stage for success, where brands shine bright like the stars and their followers glow with unwavering support. So, in this thrilling saga of brand deals, remember: whether it's the dazzling allure of clout or the fiery passion of community, the real magic happens when both collide in a spectacular display of energy and excitement. #clout #community #branddeals

❓ Could purpose KILL your brand credibility? Consumer trust is built on consistency. When it comes to purpose, one of the biggest mistakes a brand can make is pivoting to whatever cause is trending today. Take Dove as an example. For 20 years, they’ve put Real Beauty at the core of their identity, challenging beauty standards and promoting self-esteem. Their latest AI-focused campaign “The Code” addresses a new threat, but it’s still rooted in the same message: beauty, without manipulation. Dove hasn’t wavered. And it shows in their results: a 60% revenue increase and a lasting legacy of authenticity that makes women feel seen and celebrated. Compare this to brands that jump on the bandwagon, chasing social causes with no long-term commitment. Their short-term engagement might spike, but it doesn’t last. Consumers see through it, and inconsistent activism leads to brand confusion, eroded trust, and a fragmented identity. System1 and the IPA (Institute of Practitioners in Advertising) are about to release new research showing that brands with consistent campaigns (the same assets, taglines, and messaging) see compounding effects. "the more committed a brand is to their positioning and creative ideas – the more large business effects they drive." (Andrew Tindall writes in The Drum) The same is true of brand impact, purpose and activism. The longer you commit to a purpose, the stronger the impact. And the braver you can be about taking a stand, because you're building on a legacy of true commitment. Consistency builds recognition, trust, and long-term loyalty. Want your brand to be remembered and trusted? Stay committed. Chasing the trend of the moment might make you feel relevant today, but it’s the consistent brands that win the race. #BrandConsistency #PurposeDriven #BrandActivism #advertising

In the ever-changing landscape of consumer preferences, it’s easy for the big, flashy brands to steal the limelight, but true creative magic often hides in the most unexpected places—bursting at the seams with creative gold, just waiting to be discovered and unlocked. Turning a not-so-exciting brand into the talk of the town is quite the creative challenge, and isn’t something that happens overnight or can be done in isolation. This is a team sport and it needs some serious commitment. I’m excited to share my thoughts on how, with the right approach, even the most unassuming categories can capture hearts and minds, and how savvy creatives and marketers are uncovering hidden potential and completely reshaping what a brand is truly capable of achieving. A special thanks to the New Digital Age team for bringing this story to life! #CreativeBranding #CreativeStrategy #ConsumerInsights #MarketingExcellence #BrandExperience #InnovateWithPurpose #NewDigitalAge

Gen Z demands authenticity, transparency, and social responsibility. Brands must forge genuine connections and prioritize experiences to capture their loyalty. #brandstrategy #branding #genZ https://lnkd.in/gDd_s52b

Humans thrive on social connections, and communities—whether virtual or in-person—offer a sense of belonging and shared experience. This sense of connection is more valuable than ever in our increasingly digital world. Communities have a lot of influence and can offer opportunities for brands to bring people together. That said, it’s important to approach this idea thoughtfully, with a solid grasp of what truly makes a community flourish. It requires a delicate and authentic approach. Brands must prioritize genuine connection, understand community values, and act as facilitators, not controllers and not just leverage a trend for marketing purposes.