TBWA\Raad’s Post

TBWA\Raad's Chief Strategy Officer Catherine Bannister shares some interesting thoughts in conversation with Campaign Middle East, exploring meaningful ways that brands can tap into and align with cultural shifts influencing the MENA region. In a transactional world torn between limiting interactions to "being no more than necessary" and almost paradoxically demanding "deeper and more meaningful connections," brands now have the opportunity to leverage genuine connections and communities to bring like-minded, ‘like-locality or ‘like-circumstance’ people together. "Even when it might not be possible to physically be together or perhaps the business model is a digital one, it is possible for brands to enable people to be themselves more. Enabling and encouraging safe self-expression is a great way to connect better together and be a positive force for the connection economy," Bannister said. To read the full interview for free, click the link below: #Marketing #Brands #Edges2024 #ConnectionQuest #RootsRevival Backslash

Loved talking to TBWA\Raad's Chief Strategy Officer Catherine Bannister about the dichotomous world we live in. When you think about it, it's so true: We are simultaneously more connected, yet somehow more isolated than ever before. One one hand, so many people I've spoken to - both in professional and personal circles - have shared how their circles continue to grow smaller over time, with peripheral relationships becoming transactional and limited to "being no more than necessary." On the other hand, almost paradoxically, everyone seems to be hoping for, requesting, and even demanding "more meaningful, and deeper connections and communities" that are authentic and share similar interests to widen their social circles for shared experiences. Catherine Bannister says that brands now have a unique opportunity to leverage genuine connections and communities to bring like-minded, ‘like-locality' or ‘like-circumstance’ people together. "Even when it might not be possible to physically be together or perhaps the business model is a digital one, it is possible for brands to enable people to be themselves more. Enabling and encouraging safe self-expression is a great way to connect better together and be a positive force for the connection economy," Bannister said. We also go on to explore the cultural shift away from glorifying global cultures, to taking pride in our own regional local and national heritage. Bannister said, "Although the world may often feel like small, mostly-explored, a not-much-that hasn’t-been-photographed place, it is actually one where there remains immense undiscovered joy in local and national heritage." This one's an interesting read. #Marketing #Brands #Edges2024 #ConnectionQuest #RootsRevival Backslash

We’re often told (and tell our clients) about the importance of moving at the speed of culture. But what if moving at the speed of culture doesn’t necessarily have to mean moving at the fastest speed? True cultural understanding isn’t about rushing to keep up; it’s about thoughtfully engaging with the shifts around us. Let’s slow down, reflect, and ensure we’re not just reacting, but connecting meaningfully. Thanks Anup Oommen and Campaign Middle East for the forum to share my views on this #Culture #Strategy #Insights #Marketing #Leadership

#CulturalIntelligence   "Everything is culture" is what I say when speaking about cultural intelligence and I truly believe it as it adds value in every area through its development and towards inclusion.   An area I haven't touched upon much around the benefits of #CQ is communication. According to the latest findings from Ogilvy and their 2024 Social Media Trends Report culture and authenticity remain at the forefront. As they say: "The key to this will be a clear understanding of culture, powered by a customised cultural intelligence model."   I believe culture and communication go hand in hand - internal and external, verbal, non-verbal, local or global - if you want be a sustainable and profitable organisation in today's time, just as Beatrix Eder and I spoke about at our recent lunch.   If you are new to CQ and want to learn more about its benefits towards your specific needs please reach out to me. I am happy to give you an introduction into the various possibilities.   #Communication #Development #BusinessSuccess #DiVerseConsulting   Like my content & want to learn more? 🔔 ring the bell on my profile 🌐Karen Miller Miller & follow #DiVerseConsulting for future posts https://lnkd.in/efp6NZEG

"People follow people", not faceless organisations. Rising demand for authenticity, trust, transparency, deeper connections, “humanisation” of brands, and relatable communities, is making the case for executive and personal branding, experts say. Campaign Middle East spoke to a group of leaders, including Svenja Maltzahn, Kelly Lundberg, Briar Prestidge, Nay Riachy, and Mary S. and they all concurred going so far as to say that executive branding holds the key to unlocking brand loyalty. #PersonalBranding #ExecutiveBranding #PeopleFirst #Marketing

I completely agree with Dillon St. Bernard that engaging with young, multicultural audiences is no longer a choice—it’s an imperative. As brands evolve, navigating this space authentically without being perceived as overly political is a delicate balance, but it’s definitely achievable. Here are a few additional recommendations: Data-driven insights: Leaning into data can help brands identify the topics and conversations that resonate most with these audiences. According to a report by Nielsen, multicultural consumers are 20% more likely to use social media to share opinions on brands and services, making them key players in shaping brand perception. Tapping into this insight can help brands engage meaningfully and authentically. Consistent representation: Brands that feature diverse voices regularly, not just during key moments, will build trust. Consistency is key here. Audiences need to see that diversity and inclusion aren’t just occasional marketing tactics, but core values. Purpose-driven action: Authenticity comes not just from what brands say, but from what they do. Brands that engage in purpose-driven initiatives and support causes that align with their audience’s values will go further in building trust. Young, multicultural consumers are highly attuned to performative actions, so it's essential that your actions back up your messaging. When authenticity becomes a brand’s cornerstone, it deepens loyalty and forms real connections. The results? More than just brand affinity, but real community-building that can withstand the ebbs and flows of the cultural landscape. Let's talk about how we can make this a reality for your brand! #socialimpact #communityengagement #socialjustice #DEI #ImpactInvesting

From risk assessment to influencer vetting to issues and scenarios preparation, our work with brands around launches, campaigns and communications has become more nuanced and multi-dimensional in recent years. Our freshly launched Special Report "Brands and Politics" from the Edelman Trust Institute explores how to prepare for and navigate politics in a divided world. Political pressure is inevitable, and brands need to be prepared for when it happens, not if. Defining a clear permission space to act helps brands avoid being paralysed by politics and move towards acting with greater certainty.

Our Founder and CEO, Jennifer Stephens Acree discussed with Chief how CMOs and comms teams can work together to take smart risks and help their organization stand out in the sea of brands. She shares, “It’s imperative that the CMO and CCO are in lock-sync,” highlighting the importance of collaboration over competition. “The comms function can really add a layer of strategic counsel at the beginning of the creative process that can in a lot of instances help mitigate risks.” Check out the full article from Molly Cohen to hear more of Jenn’s valuable insights on creating successful brand strategies: https://lnkd.in/geyVhxai

💬 In an in-depth interview with Branding in Asia, our APAC CEO Rupert McPetrie talks about the first year since the formation of EssenceMediacom, creating breakthroughs for brands in the new communications economy, fostering a culture of innovation and collaboration, work for clients he is most proud of, goals and priorities for the future, and much more. "As we celebrated our first birthday as EssenceMediacom, we reflected on an excellent year, but with the pace of change, and our ambition for our clients and our people, there remains so much opportunity in front of us. My focus as ever will be on our people and our clients." 🤝 Read the full interview below 👇 #BreakthroughForBrands #NewCommunicationsEconomy

Marketing Creative! The art of storytelling and connecting to what matters to consumers. Congratulations Unilever teams! 👏🏼👏🏼👏🏼 We ZIPPYAR take all the tech, boring and risky stuff from marketing so that creativity people can focus on what they are great about: Creating amazing contents that triggers customers engagement. ZIPPYAR is a new channel for media streaming, directly from brands products with a customizable platform for consumer engagement. Valeu added: - Customers exposure to brands only content - A customized platform for consumer engagement from the media player - Message replies from real customers, data to support brands AI strategies - a buffer between brands content and social media platforms - Greater ROI on brand’s content assets