The Romans’ Post

There is this campaign that lives rent-free in my head 🧠: LOEWE's "Decades of Confusion," starring Aubrey Plaza and Dan Levy. With their new campaign, LOEWE has brilliantly turned a potential weakness into a strength. By humorously addressing the common mispronunciations and misspellings of their brand name in a spelling bee format that spans several decades, they've enhanced brand recall and showcased their rich heritage in a playful light. What I personally like is how they have used different platforms for different purposes. The campaign film lives on Instagram (https://shorturl.at/zBKLQ), perfect for their audience and platform, while the behind-the-scenes content, the "going off script" and the more playful content lives on TikTok to tap into the platform's younger, dynamic user base. It's one of my favorite campaigns this year so far and if you have not seen it yet, go check it out and keep that grin on your face for the rest of the day. #LOEWE #BrandStrategy #CreativeMarketing #SocialMediaStrategy #integratedmarketing

Day 2 of the Cannes Lions International Festival of Creativity ranks as one of the most interesting and insightful. Here's my M&C Saatchi Group South Africa Brutally Simple recap. Don't forget to check-out Jacques Burger's perspective and recap as well. > IN A WORD < Fundamentals If you were at Cannes yesterday it was a powerful reminder of getting the fundamentals right. Mark Pritchard (CMO P&G) talked about "everyday creativity" and the power of fining those small human moments that invoke feeling and to focus on how your brand contributes to that feeling. Obvious right? But rarely practiced. The CMO of JP Morgan Stanley Chase reflected on the journey of being purpose led - a simple observation: you know purpose is working "when people act on it when no-one is looking". And really useful research and data from EY on the need to re-define (and remind!) the C-suit on the role of brand - and that to get there we need a simpler, clearer language in marketing. But probably the most incisive and fundamental perspective was from Mark Ritson: "Before even beginning to get to a strategy, let alone the tactics, have you taken the time to diagnose the market?" > IN A QUOTE < "It turned out telling a good story was better than showing a giant call to action." - Laura Jones, CMO InstaCard Critical insights for all marketing and business decisions makers came from Laura Jones' talk sharing her journey on building the case for brand at Instcart (the multi-billion dollar delivery brand), taking Instacart from a "transactional product" to an "inspirational brand". And yes, with absolute empirical evidence demonstrated to the business the significant value the shift from being performance led (and they are a tech business) to being brand led has had on the bottom line. I'll be pulling this case study together to share widely! > IN A PIECE OF WORK < Dove do it again. Following on from my post yesterday, they consistently take their timeless message to market, in a powerfully timely way. This is powerful and important work👇

The Impact of Movie Reviews on Audience Choices🎬 In today's digital age, movie reviews wield great influence over our cinematic decisions. From guiding our selections amidst a sea of choices to shaping public perception and discourse, here's how: 🔍 Guidance: Reviews serve as trusted guides in navigating the cinematic landscape, providing insights into a film's quality and resonance beyond flashy trailers. 📲 Empowering Discourse: Platforms like IMDb and Rotten Tomatoes democratize film criticism, empowering audiences to contribute their voices and enrich the communal experience of cinematic appreciation. 📣 Perception: Critics' endorsements shape public perception and consumption patterns, influencing a film's success in both artistic and commercial realms. 📈 Navigating the Digital Realm: In an era of information overload, professional critics remain essential beacons of reliability, guiding audiences through the labyrinth of cinematic options amidst the noise of online discourse. The symbiotic relationship between movie reviews and audience choices underscores the enduring relevance of film criticism in the digital age. Let's recognize the invaluable role of critics in shaping our cinematic experiences and fostering a culture of informed appreciation. 🎥✨ #FilmCriticism #AudienceEngagement #DigitalAge #MovieReviews #CinemaCulture

Creative Businesses don't need another checklist of "simple ways to 100K" - they need tailor-made solutions that work with their own unique assets and skillsets and more importantly, will allow them to continue to create. Having worked with a multitude creative business from artists to record labels to production companies to musical ensembles and filmmakers, not one has had the same set of operating needs and definitely not the same set of skills/resources. Trying to fit them into a standard business model is the old "square peg in a round hole" problem. It's hard work, don't get me wrong, but I enjoy the challenge of expanding creative revenue streams, finding creative ways for audiences to consume creativity and why it's all so important. If this sounds like something you've been thinking about, send me a message! I always love to meet and start collaborating with new people. #creativeindustry #musicbusiness #artbusiness #businessconsulting #businesstips #creativebusiness

#Dove has recently pledged to avoid using real body images in #AIGenerated ads, a move that deeply resonates with its brand values of body positivity and #authenticity. By steering clear of AI-generated depictions that could distort realistic body images, Dove is setting a significant standard in ethical advertising. I believe this is a commendable step that not only aligns with Dove's historical commitment to real beauty but also pioneers a path for others in the industry. As we embrace technology in marketing, it's crucial to maintain the integrity of the messages we send. Kudos to Dove for leading by example! #BodyPositivity #AIinAdvertising #EthicalMarketing https://lnkd.in/eGHEGEqS

In a 2min ad you have a whole master on brand architecture, coherence and cohesiveness. 3 quick best practices all brands should follow: 1. Cultural transformation: Dove has invested 20 years in creating this statement, a brave decision and bet for a brand of massive consumption, that should expect immediate results. Chasing a higher impact in the world, would someday bring a stronger benefit for the business. 2. Owning the insight/tool: yes, we all know AI is all the industry, the world is talking about; but how is it relevant for Dove? and how is it affected by the brand?. Dove highlighted their why, entering the conversation to reinforce their statement towards real beauty. What’s even better, they challenged a huge discussion point when approving any idea: to present the brand as the hero; something that in most cases would be rejected for feeling ‘too forced or staged’, but that in this case feels flawless and fits perfect because of 20 years of consistency from the brand. 2. Idea vs budget: how much did this AI ad cost?. As brand owners we should realize that building a strong brand, will always optimize the expense in execution; and most importantly, that no tool or technology will ever replace the amazing creative minds we get to work with. This is the kind of creative that made me fall in love with #branding!. #brandarchitecture is everything.

The Future of Adverting conference is a wrap. Many thanks to thenetworkone and the Advertising Producers Association (APA) for inviting me to speak on a panel. Here are my top 3 take-aways of the day: ·     From Chris Hirst, No Bullsh*t Leadership, Leadership Impact = Clarity x Action. Action is a critical component, without it, you have zero impact. ·     Navigating the legal complexities of AI is an industry wide challenge with the primary points of concern being confidentially, ownership of IP and the underlying rights in the model data being used. It is critical for everyone to check their contracts, try to use tools in a closed environment and have content clearance procedures in place. ·     To build strong partnerships between creative and production, trust is paramount, we must be willing to work in different ways and if you wait till it’s time to start production, to involve production – you’ve waited too long. Thanks Helen A. for a brilliant job at moderating the panel and to Curro Piqueras for a great discussion.

🎬 Team Innovation: HectiQ Artists takes a Team Approach to Agenting 📃 🖋 A few months ago, my former talent agent made the tough decision to close the agency. After an extensive search, I signed with HectiQ. I've been represented by talent agents for a while now. I was immediately struck by Christopher Bennett's fresh approach. We started with a Zoom call followed uo with a blue sky brainstorming session. Talent stays conneced through WhatsApp. Christopher and his wife, Kate, regularly host workshops with coaches and casting directors. "We created a system where we are talking to our clients constantly. We actually begin a WhatsApp social media thread with every client individually that never closes. Instead of living in a world where you’ve got to see if you can get some time with your agent, you always have it. We’re always there. We’re a message away. We can jump on a video call, we can jump on an audio call, we can share some messages and talk about some ideas together. It never stops. I’m living in a very millennial-type social media agency model that seems to give my clients that feeling of, “I’m connected to my agent. My agent knows me, I know them, I can reach them and talk to them whenever I want.” We put together a lot of workshops and a lot of important conversation sessions with our clients at no cost to them. We absorb the cost, we bring in some big casting directors, we bring in directors or subject matter experts on things every single month and we really bring our clients together. And then we’ve got a board of advisors that is unique that has been important to us. I run big decisions by them, and they’re pivotal in us helping to come up with a growth strategy, how to help treat every client uniquely, when to prioritize a type of role over another, what seasons, all that kind of stuff." SOURCE: Casting Networks It's an innovative approach to agenting thats paying off. 📃 🖋 Have you ever been represented by talent or literary agent? Come share your experience.

Hollywood stars are taking charge with self-financed projects, and there's a powerful parallel in the world of self-publishing. Just like top filmmakers, authors are reclaiming creative control to tell their stories their way. Curious about this trend? Dive into our latest blog to explore how self-financing in Hollywood mirrors the rise of self-publishing. Discover why ownership and creative freedom are reshaping both industries! Read more here: https://lnkd.in/g7bGFQMC

🌟 Impressed by Dove's Authentic Approach to Beauty in Advertising I recently came across Dove 's latest campaign and was truly impressed by their steadfast commitment to authenticity in marketing. This year marks the 20th anniversary of Dove's "Real Beauty" campaign—an initiative that has been redefining beauty standards since 2004, revealing that only 2% of women felt beautiful at its inception. Dove has now taken a groundbreaking pledge to never use AI to replace real people in their advertising, establishing themselves as the first global beauty brand to commit so deeply to authenticity. They argue that "real beauty cannot be manufactured—it's authentic, diverse, and uniquely yours." 🚫� Their ongoing research, "The Real State of Beauty 2024," underscores the escalating pressures on beauty standards, showing that more than one in three women in the USA would sacrifice a year of their life for the ideal body. In response, Dove has introduced "Real Beauty Prompt Guidelines" to ensure that even AI technology promotes images that celebrate diverse and authentic beauty. 📊 Be sure to watch Dove’s compelling new campaign video, which vividly showcases their dedication to celebrating genuine beauty. 🎬 Dove’s commitment serves as a powerful reminder of the crucial role of authenticity in advertising. Let's open up a discussion: 👉 How can other brands take inspiration from Dove's approach to enhance authenticity in their own advertising? 👉 What impact do you think Dove's initiative will have on the advertising industry overall? #Dove #RealBeauty #AuthenticityInAdvertising #AI #MarketingEthics #DiversityAndInclusio