Sparks EMEA’s Post

We recently completed a strategic planning process for the Zeiterion Performing Arts Center Performing Arts Center in New Bedford. When we first met with them, they knew they had hit a wall with the old way of being. The world was still emerging from the pandemic and it seemed like an urgent time to think creatively about what kind of organization they wanted to be going forward. 🌀 To ensure the community’s needs were centered in the process, we invited members of the community to sit on the planning team with members of the staff from various levels of the organization. ❓ We articulated important questions about how to take a tried and true way of approaching their work, and rethink it to ensure the organization was truly of, by and for the community. 💪 They were fierce in their pursuit of a new way, and they were courageous in how willing they were to rethink past practices that did not serve them. We had many courageous conversations in which they rolled up their sleeves and got into the work of reconceiving their organization to deeply integrate inclusion, relevance, access, and their role in serving those community needs. We drew on Appreciative Inquiry to open the process in a positive possibility mindset, we drew on the identification of barriers and the consensus method from Technology of Participation to facilitate these deep conversations and surface the best ideas from the collective. Throughout the process, we elevated community voice to ensure the resulting plan was responsive to community needs. 🙌 The plan that emerged was truly transformative. It speaks to a wholly different organization in the future. The core of their mission (presenting performances) is being reimagined so it will be more inclusive and showcase the full range of diversity in and around their community. They took tremendous risks, and we applaud them and are excited to see how this might shift the audiences who come see their work and feel a sense of belonging at “The Z” in the future. They are also going through a huge renovation physically, so the unveiling will truly be a metamorphosis for this amazing organization. Now they are doing the hard work of living into this strategy, which literally includes a goal to “Unlearn oppressive behaviors and embrace a culture of justice and inclusion.” #transformativeplanning #courageousconversations #inclusivestrategy

I attended the D&AD festival last week with TwentyFirstCenturyBrand and I initially came away a little nervous about the state of commercial creativity. Some of the judges shared that the creative was lacking this year. One judge noted ‘I rarely saw something that felt new and disruptive’, another talked about how contrived brand and artist collaborations had become. A few of the talks themselves were so shameless in their self/brand-promotion, I’m pretty sure A.I. had written them. Overall, it felt like the festival was not just a reflection of our uncertain times, but of our paralysing anxiety and fear of the uncertainty. I understand the feeling. I’m scared too. And I know it can be hard to go up on stage and offer a truly new perspective when all the balls are up in the air. The talks that stood out to me though were the ones that highlighted how to take advantage of moments like this. The people and brands who saw the swirl, conflict, and chaos as invitations to imagine something better. Like Lisa Smith from JKR and Leslie Sims from Impossible Foods, who repositioned plant based meat to ‘meat from plants’ and demonstrated how challenging dominant narratives in culture can unlock limitless innovation. Or Sinéad Burke from Tilting The Lens who questioned why ‘accessibility’ is even the end goal for brands attempting to be more inclusive. Why can’t products for people with disabilities function and deliver on craft, beauty, joy? Or the great Peter Saville who acknowledged the everlasting tension between commercial and creative, but urged us all to follow the brief, not the rules. We are undergoing a heightened amount of stress and trauma at the moment. These speakers (and many others) sought to remind us that we are all capable of creating awesome things in times of crisis. They instilled in me a renewed hope for the future of commercial and creative excellence, and I’m very excited to see where we go from here. #twentfirstcenturybrand #brandstrategy #creativeexcellence #marketing #commercialcreativity

With Cannes Lions International Festival of Creativity in full swing, check-out my latest PRWeek op-ed on why we need to continue to double down on the importance of #DEI at a time when diversity initiatives are losing steam across our industry. The Sway Effect #SwayEffectCannes #CannesLions2024

You may have noticed that I love talking about the importance of purpose! 😉 Step forward Coffee & TV; a visual arts studio who, as a founding principle, noticed that every step they take to be a BETTER company makes THEM better at their work. A focus on their team and artist-led culture is at the centre of everything they do. This outlook, in an industry where artists are not looked after, is unique. The words ‘care’ and ‘consideration’ feature on their LinkedIn bio and they shout loud and proud that they are on a mission to create harmonious workplaces where people are nurtured and empowered to grow and deliver their best work. This nurturing purpose has attracted both a global client roster and outstanding industry talent whilst maintaining the highest standards of social and environmental performance. They’ve been named Winner of the ‘Best Place to Work in TV’ Award for the last two years. They’ve also achieved the status of the UK’s first B Corp certified creative studio, maintaining the highest standards of social and environmental performance. But don’t think this people and planet focus has somehow affected their performance. Earlier this year, Omnicom purchased the studio in a move that will fuel their international expansion whilst protecting their individuality and independence. Daring to do things driven by their purpose of pairing world class visual arts with a people-first culture, created this amazing growth opportunity. This is the perfect example of what we talk about at Actus Consulting: incredible things do happen when you focus on growth with purpose and define the reason for your company’s existence beyond just generating profits. I am truly in awe of what they have achieved and at Actus, we’re proud to have been a small part of their journey. https://lnkd.in/eqd8QKwZ #growthwithpurpose #purposeledbusiness #peoplefirst

Is this infusion of celebrity culture good for the creative community? 🌟 The last word you'll see here from me about the Cannes Lions International Festival of Creativity, but this pivotal shift is unmistakable. 𝐖𝐡𝐚𝐭 𝐈 𝐋𝐞𝐚𝐫𝐧𝐞𝐝: This year, it wasn't merely about groundbreaking campaigns or inventive strategies. The festival spotlighted the significant role of celebrities, transforming them from mere attendees to central figures in creative discourse. Celebrity involvement is bridging the gap between content creation and personal branding, making creativity more accessible. 𝐘𝐞𝐭, 𝐭𝐡𝐢𝐬 𝐜𝐨𝐧𝐯𝐞𝐫𝐠𝐞𝐧𝐜𝐞 𝐫𝐚𝐢𝐬𝐞𝐬 𝐪𝐮𝐞𝐬𝐭𝐢𝐨𝐧𝐬: Does it enrich our creative landscape, or could it overshadow the pure artistic and strategic endeavors that have traditionally driven our industry? As we embrace this blend of fame and creativity, we must not forget that at the core of every impactful campaign is a creator whose distinct voice and perspective captivate audiences. So... is celebrity culture enhancing or diluting our creative community?

Why are we rolling back on DEI when we should be rolling out? This is what will define the companies that succeed in a challenging 2024 operating landscape. We, like ALL of us in the space, have seen how budgets and teams are being slashed. 'DEI is not a one-time movement – done properly, DEI is a massive industry-wide transformation programme that delivers the progress that audiences and talent demand. 'As part of its commitment to move DEI high up the corporate agenda, Rise 2024 [our conference on April 24] will hear from brands and change-makers "to reinforce why it's imperative that we don't roll back at this critical juncture".' Don't roll over, get on a roll, we say. Ally Owen Lisa💫 Goodchild CC (Charlotte) Clark Jasmine Dawson Charmaine Glase In Campaign UK today:

Now that the June (aka Lions month) dust has settled, the real Cannes insights — and how we should be applying them to H2 and beyond — are clear. Here’s what stuck with some of the industry's best (our clients), as featured by Richard Draycott for The Drum: 🔑 22Squared chief inclusion officer Janis Middleton appreciated the recognition at this year’s festival (and by the industry) that true creativity stems from diverse perspectives of creators. 🔑 Liz Grabek (she/her), SVP of consumer strategy at Betty noticed that passion is the new purpose and creativity is back in a big way — leading to an increase in authentic connections. 🔑 Guy Griggs, VP of national sales, New York Times Advertising shared that while “AI is going to change everything,” Marketers need hyper-personalization, trust and authenticity for B2B and affluent audiences. 🔑 Daniel Gonzalez, creative director at REMEZCLA noted the camaraderie of Latine voices on the highest stages of the industry, “championing each other’s panels and steering brands towards recognizing our significant purchasing influence.” 🔑 According to Quad CMO Josh Golden: “Brand purpose is out and brand authenticity is in. For purpose marketing to work, the cause must be inherently woven into the fabric of your brand.” 🔑 Questus Co-CEO Jeff Rosenblum worries “the industry continues to focus on using AI, data and creativity to interrupt rather than empower. Festivals and awards need to help the industry break its addiction to antiquated techniques.” 🔑 According to Yadira Harrison, co-founder of verb., discussions on DEI at Cannes were quieter, highlighting erosion in organizational commitment and the exodus of DE&I leadership since George Floyd. "We need to be speaking louder — not softer." We’re always roaring with excitement to work with these insightful industry leaders! 👏 You can read more of their thoughts here 🔗 https://bit.ly/3XKpeXT and here 🔗 https://bit.ly/4cszXKy.

While everyone (looking at you Michael Thill) is off enjoying the sun and creativity at Cannes Lions, here I am, not jealous at all. Seriously, not one bit jealous. Not even a little. For those unfamiliar, the Cannes Lions International Festival of Creativity is a premier event in the advertising and communications industry. It runs from June 17-21 this year and features over 150 hours of content with around 500 speakers from across the globe. Icons like Deepak Chopra, Jay Shetty, and representatives from top companies like Google and P&G are sharing insights and innovations that are shaping the industry. https://lnkd.in/gv7s3rQH Why do we flock to events like this? The draw is in both the recognition and the opportunity for professional growth. From a behavioral science perspective, humans have a deep-seated desire for validation and acknowledgment. Awards like the Cannes Lions provide a platform to be judged and, hopefully, celebrated for our creativity and hard work. But why do we want to be judged? The answer lies in the psychological satisfaction of recognition, which can enhance self-esteem and motivate continued excellence. Beyond personal satisfaction, there are significant business reasons for pursuing these accolades. Winning at Cannes can enhance a company’s reputation, attract new clients, and justify higher fees for services. In essence, these awards are a tangible marker of success and a powerful marketing tool. However, at Havas Edge we believe that the best award is the trust and loyalty of our clients. While it's great to be recognized on such a prestigious stage, our ultimate goal is to consistently deliver value and results for our clients, day in and day out. That, to us, is the most meaningful accolade of all. Still, would be nice to be there.

Celebrating Black History Month in the Digital Marketing Industry with Snyder Group, Inc. As February comes to a close, we must take a moment to reflect on our ongoing commitment to promoting diversity, equity, and inclusion in the digital marketing industry. Black History Month provides us with a unique opportunity to not only celebrate the accomplishments of Black professionals but also to actively promote inclusive practices within the field. One way we can honor Black History Month is by amplifying diverse voices and perspectives. We can achieve this by showcasing campaigns that accurately represent the experiences and contributions of Black individuals and communities. Investing in mentorship programs and educational initiatives aimed at empowering aspiring Black marketers is also crucial for creating a more inclusive industry landscape. Our efforts to champion diversity and inclusivity should not be limited to Black History Month alone. We should strive to create a digital marketing industry that thrives on the rich tapestry of perspectives and talents that make our community truly vibrant, throughout the year. 🖤 #BlackHistoryMonth #DiversityInDigital #InclusiveMarketing

Let's just look past how young I look compared to the Santa-in-waiting I see when I now look in the mirror. I want to tell you a story... These are the MBNA geeks - the centre piece of a major rebrand we launched (with loads of help from TBWA\MCR) back in 2015. It was great work, and helped to supercharge MBNA brand recognition. But, that's not the story. Fast forward to a year later, and to mark the launch of the second phase of the campaign (which saw Jenny Monks buy a van - more on that another time), we bring the geeks into the MBNA head office in Chester to meet the broader team. It was a great day, with the geeks hamming it up for the staff, and generally being wonderful. To launch the campaign internally, I'm joined on stage by Paul Sinclair. The event is screened throughout the building - so about 2,000 people watching. Paul and I tag-team on telling the story behind the work, before sharing the ad and bringing the geeks out on stage. It was a great event. The only issue: as I walk off stage, feeling pretty bloody good about the event - one we (or, more accurately, Jenny Monks) had carefully managed down to the last detail - I realise that I was given a gift by my 4 year-old daughter before I left for work. A fairy sticker had been deposited on my arse, and as a 'walker' when presenting, it had 100% been visible to those even without a keen eye. The lesson: always check your arse before walking on stage. #presentation #arse #fairy 📸 by me, with fairy out of view