OS Studios - A Project Worldwide Agency’s Post

This demonstrates how the interconnectedness of companies and their stakeholders is crucial when implementing sustainability efforts. Focusing solely on the primary entity isn’t enough; a holistic approach that considers subsidiaries, partners, and suppliers is essential. Whether through B Corp certification or another framework, sustainable practices should permeate throughout the entire ecosystem. 🌱🌏

DDB ran this full-page ad in Time magazine in 1969. They were right then, and they're still right. As a CEO or CMO, would your company hire an agency with this kind of moxy (and intelligence)? Does your business have the kind of authenticity and transparency that wins the minds (and hearts) of today's consumers? What's stopping you from being the brand your customers want and need you to be? (thanks to Mark Copyranter-Duffy for the post).

This is a #mediapositive to every single person who has delivered work good enough to be recognised by their peers. Congratulations. It's always harder than you imagine. But of the 186 shortlisted Campaign Media Award entries, 96% come from media agencies within the Top 20 (Campaign School report billing 2023) Just 3.7% have come from agencies outside of this, six agencies: Total Media, Bountiful Cow, Yonder Media, dentsu X, Flourish - Customer Journey Marketing & Craft Media London As a small agency, getting your work through the volume of entries from the top 20 means that this recognition means so much more. The truth is it is harder to cut through and at £500 an entry and £7,000 a table even entering these awards is a huge investment for smaller agencies and one that they have to be super selective at making. We also want to  #mediapositive to Spark Foundry for Benriach, Total Media for Greene King, Propersnacks (for yourselves), M&C Saatchi London for The Ben Kinsella Trust, the7stars for Ka Drinks, Goodstuff for Gu. Six entries with a reported media investment across 2023 of circa £4m  Versus the shortlist pool of over £2bn (2023 AdIntel) Congratulations to you specifically and the teams involved in these, because you were starting with a huge disadvantage. Despite that you got a shortlist, and managed to get a panel to see the great work you did. So what's that disadvantage? You're not spending millions every month, and so don’t enjoy that latent awareness within the judging room, and the familiarity that comes from having 8-or-9 figure media budgets and creative budget to match. You don’t, in short, have availability bias. We've been guilty of this in the past, drawing on the deeply woven tapestry of knowledge and emotion regarding a significant brand (age, adspend and recency being some of the factors) rather than trying to be deliberate about the work in front of us. And this surely has to be impacting the shortlist of the ‘under £250k’ category: Walkers, Lloyds, Sky, Channel 4 & Audible are all shortlisted, brands which have spent heavily (and consistently) outside of this ‘campaign’ who are being compared to Ben Kinsella Trust, Mitchum deodorant and Gu. If you are fighting with these giants and holding your own you should really celebrate your achievements. At Craft we passionately believe good strategy drives business growth and should be available to all clients, not just the biggest spenders in media. And maybe we need to find another way to surface and celebrate the real depth of planning and effort that happens on the longtail and not just for the already highly familiar and famous. Welldone to everyone involved in every entry, and I wish you all the best of luck come the 18th April. But a particular well done to those whose cream has risen to the top in challenging circumstances - we see you especially and we tip our Crafty hat. #mediapositive

Greg Hahn said it best: “I think when you’re the hot shop, people are waiting for you to cool off, so they can say, ‘OK, that’s over’. But we don’t want to be another cautionary tale. We want to be proof that you can be good and grow.” It’s hard to win once. It’s extreme difficulty mode to consistently turn up. Mischief @ No Fixed Address is three and a half years old and will keep turning up. 2021: Ad Age Newcomer of the Year | ADWEEK Breakthrough AoY | Campaign US #3 AoY 2022: Ad Age #1 AoY | Campaign US #1 AoY | Adweek Midsize AoY | Fast Company’s Most Innovative Ad Agencies 2023: Adweek US AoY | Campaign US #1 AoY | Ad Age #3 AoY | Fast Company’s Most Innovative Ad Agencies | Effie’s Most Effective US Independent Agency 2024: Ad Age #1 AoY | Ad Age Creative AoY Dave Lafond Serge Rancourt Katie Newman Kerry McKibbin Kevin Mulroy Bianca Guimaraes Anne Caceres-Gonzalez Anna C. Gomez, CPA Jeff McCrory Will Dempster Nimisha Jain Ed Gunn Linda Colozza Erica Watts Alison Whisenant Tyler Harris #marketing #creativity #adagency

System1 adding value & insight as always with a touch of Andrew Tindall's distinctive humour (shitmuncher = light buyers). Refreshing to get real insights with a dose of humour and humanity. If you a marketeer not following System1 and Andrew Tindall - I recommend you do now. #CreativityMatters #MarketingEffectiveness #HumourInAdvertising #Cannes2024 #System1 #BrandBuilding

This is #mediapositive to every single person who has work good enough to be recognised in Campaign UK media awards. Congratulations. It's always harder than you imagine, and time goes faster than the free drinks at a media party. But with 186 entries within media agency categories, 96% of them have come from media agencies within the Top 20 (Campaign School report billing 2023). Just 3.7% have come from agencies outside of this, six agencies:  Total Media, Bountiful Cow, Yonder Media, dentsu X, Flourish Direct Marketing & Craft Media London As a small agency, getting your work through the volume of entries from the top 20 means that this recognition means so much more. The truth is it is harder to cut through and at £500 an entry and £7,000 a table even entering these awards is a huge investment for smaller agencies and one that they have to be super selective at making.  We also want to  #mediapositive to Spark Foundry for Benriach, Total Media for Greene King, Propersnacks (for yourselves), M&C Saatchi Group for The Ben Kinsella Trust, the7stars for Ka Drinks, Goodstuff for Gu. Six entries with a reported media investment across 2023 of circa £4m Vs the shortlist pool of over £2bn (2023 AdIntel) Congratulations to you specifically and the teams involved in these, because you were starting with a huge disadvantage. Despite that you got a shortlist, and managed to get a panel to see the great work you did. So what's that huge disadvantage? You are not spending millions every month, and therefore don’t enjoy that latent awareness within the judging room, and the familiarity that comes from having eight or nine figure media budgets and creative budget to match. You don’t in short, have availability bias.   We've been guilty of this in the past, drawing on the deeply woven tapestry of knowledge and emotion regarding a significant brand (age, adspend and recency being some of the factors) rather than trying to be deliberate about the work in front of us.  And this surely has to be impacting the shortlist of the ‘under £250k’ category: Walkers, Lloyds, Sky, Channel 4 & Audible are all shortlisted, brands which have spent heavily (and consistently) outside of this ‘campaign’ who are being compared to Ben Kinsella Trust, Mitchum deodorant and Gu. If you are fighting with these giants and holding your own you should really celebrate your achievements At Craft we passionately believe good strategy drives business growth and should be available to all clients, not just the biggest spenders in media. And maybe we need to find another way to surface and celebrate the real depth of planning and effort that happens on the longtail and not just for the already highly familiar and famous.  Well done to everyone involved in every entry, and I wish you all the best of luck come the 18th April. But a particular well done to those whose cream has risen to the top in challenging circumstances - we see you especially and we tip our Crafty hat. #mediapositive 💛

This Hollywood power broker revolutionized the ad industry with one audacious move. In 1991, Michael Ovitz was already a legend in Tinseltown. His talent agency, Creative Artists Agency (CAA), represented the biggest stars in the business. But Ovitz had his sights set on an even bigger prize: Madison Avenue. He saw an opportunity to disrupt the advertising world using CAA's unique strengths. His target? The most iconic brand in the world is Coca-Cola. At the time, Coca-Cola's account was held by McCann Erickson, an advertising giant. But Ovitz believed CAA could offer something no traditional ad agency could match. Creatives that didn’t mirror culture, but created it. So he leveraged CAA's vast network of A-List Hollywood talent to create 50 ideas for Cokes 1993 global campaign and presented them in a duel pitch against Cokes AOR, McCann-Erickson. CAA's lean structure and lack of advertising experience allowed for more nimble and creative decision-making. They weren't bogged down by the bureaucracy typical of large ad agencies. Ovitz personally pitched to Coca-Cola's marketing team, showcasing CAA's fresh perspective. It was pure Hollywood. No research, no numbers, no strategy. Just 60 minutes of Coca-Cola, presented as a hero in multiple story formats and multiple formats targeted for multiple market segments that blured the line between entertainment and advertising. Seeing the Coke side so elated, McCann skipped a note to McCann’s vice chairman with two words: “We’re dead.”Indeed they were. McCann sold two ideas. CAA (a talent agency) sold 24. One of which, you may remember, involved Polar Bears This caused a seismic shift in the advertising landscape. Ovitz had proven that creativity with the best creative people could trump decades of industry experience. Traditional agencies were left reeling, forced to rethink their entire business model. But whatever they learned from that experience was soon forgotten. Today, the ad industry is ripe once again for disruption. But this time, instead of letting outsiders disrupt the industry, Laetro was built to bring CAA's outside perspective into the ad industry. The industry doesn’t need a new type of ad agency. It needs a new type of agency. #Advertising #Innovation #Hollywood #BusinessStrategy

Independent agencies are far from the norm these days. Yes, the big agencies may have flashy ad campaigns, more award nominations (that they pay for), and the "who's who" on their team. What's often missing is a flexible team, a strategic group that sits and brainstorms with you, and consistent, experienced team members servicing your business and knowing your brand inside and out. Why not choose an independent agency? #AgilePharmaSolutions

This just in at Cannes Lions International Festival of Creativity: people like to laugh! I dunno how I feel about genre-related categories at Cannes, but I do know what 🤣 feels like and it feels pretty darned good! Comedy is often dismissed as frivolous by "serious" marketers and "serious" brands in "serious" categories. But what's more serious than, say, the comedy-filled category of Insurance? (Okay, maybe healthcare/pharma but you get my point.) Yet Insurance is full of some of the funniest current and all-time campaigns. Thank you to Spikes and eric koivisto for the insight, Rob Baird of PREACHER for dropping knowledge alongside a career of sidesplitting campaigns, and ADWEEK and Cannes Lions (again, not sure about genre-based categories) for the reminder that maybe we need to lighten up and watch the results roll in. p.s. Have you SEEN the Tubi campaign by Mischief @ No Fixed Address that won the USA GRAND EFFIE at Effie Worldwide??? Ridiculous and ridiculously effective! Have a 🤣 day! https://lnkd.in/ekRMcY4W