TripleLift’s Post

Recently I spoke with Ad Age about all the news, drama, and big takeaways from Cannes Lions International Festival of Creativity. We all know the weeks after the Festival are the beginning of our New Year. Everyone’s fired up, talking about inspiration, determined to have brave conversations, motivated by being pissed off at not winning a Lion, pouring through copious trend wrap-ups, promising to do work that makes a difference. Then we bring on the ‘big idea’ meetings, the how we win action plans, the hack sessions, the unpack the work workshops. Now, I'm not mad about this. This is a very good thing. We all need this kick in the arse to power us forward BUT... I would stress one big thing as we take our New Year's vigor to the table. Let's save the business before trying to save the world. This year, we saw a healthy body of work awarded Lions that used the power of creativity to transform businesses - AND people's lives, communities, and maybe even the planet. Work where the purpose was real, demonstrated at scale, and delivered tangible outcomes for both business and cause. We finally, hopefully, have gotten over being completely drunk on ‘purpose', and awarding advertisers with Lions simply for paying lip service to causes and social well-being. Let's go make more of this work, please! Happy New Year.

20 creative Ad Campaigns in 2023 #communications #marketing #advertising #brands #digital #videos #socialmedia #tiktok #instagram #youtube

Kicking off our '3-0 with our Jury' series, we've got the scoop straight from the source—our Jury member Ana Milas, dishes out her take on the creative world's evolution, her top ad picks, and how to keep the party popping. 🥂 Here's what she had to say: What's your secret to keeping the energy up at a party? 🥳 "Plugging into the AUX and curating your own vibe." And when it comes to drinks, it's a "London Mule followed by a water chaser" because staying hydrated is key, queens! What has changed for the better in the last 30 years? 3️⃣0️⃣ "The way brands connect with the audiences has completely transformed. They've dropped the stiff, impersonal voice and become more relatable. On top of that, the global reach of the internet has supercharged creativity. Now, even smaller agencies and independent creators can compete with the big advertisers with massive budgets, making the advertising landscape way more exciting." As a festival, we celebrate great creativity. Which ad that you have created or wish you had created would you like to highlight as worthy of celebration? 🎊 "I'm thrilled to be on the team behind this ad—it speaks for itself! Check it out: https://lnkd.in/dTrpWc5H. If I could've been part of another project, it would've been this one: https://lnkd.in/e3bAmu5q " So, let's raise our glasses (and our water bottles) to 30 years of unforgettable ads, epic parties, and the creative maestros like Ana who keep us dancing to the rhythm of innovation. 💛🥁 #GoldenDrum30

One of the most invigorating perspectives on adland I have read in a long, long time. Michael Farmer on Mat Baxter's work at Huge: "...We are not working to solve client performance problems. If we were, we would focus our activities differently. We would mobilise our creativity differently. We would marry it with technology and other capabilities in a focused way to help clients perform. And we’d spend a lot of time evaluating whether we were doing that. That is a paradigm change. That’s going from, ‘We're all about creativity’, to ‘We’re all about fixing client performance problems’. And that’s a new theory of what an advertising agency is." https://lnkd.in/gBGiqiGU Cc Marty Hungerford Bridget Cleary Jeremy Somers

Being on the ground at Cannes Lions International Festival of Creativity, here’s my initial dispatch: In 2010, Cannes Lions dropped the word “advertising.” It made sense at the time because there were starting to be so many new forms of advertising that didn’t fit the old mold. Branding-wise, I believe it was a great positioning move. Since then, the festival has grown tremendously. It now attracts so many people from so many different job functions and companies, not just agencies and production companies. So many new categories have been added also. Naturally, I thought there would be way more creative work entered into the show. Not so. Almost 40% less creative work. Does that mean this industry is now less about the work and creativity? Creatives used to own the word creativity. That may have been true in the context of advertising. However, in a borderless, always-on world where anyone can create, creativity no longer belongs to creatives only. I made this point to a strategist friend of mine near the Croisette today. He said candidly. It never did. #CannesLions #creativity #advertising

Creatives in the 90's and early 2000's: Let's create a brilliant print ad on a real insight so that we can win a Cannes. Creatives today: Let's make this topical post because everyone else is doing it and then DM pages that have created a business out of reposting so that they cover it and satisfy our urge for validation. Let's bring back the Spec ad era. Let's make social the new print. How, you ask? A D's Broke Ad School is running #Adpril and giving out new briefs everyday. No approvals, no drama, no excuses. #MakeAdvertisingGreatAgain

The focus within the performing arts industry since the pandemic shut-down has mostly been on audience return—and rightfully so. But now the industry is in financial hardship, and we need to change tack. It’s time to focus on revenue. In this article, Director of JCA Arts Marketing, Jamie Alexander shares tips to ensure that your organization is maximizing earned revenue.   https://lnkd.in/gWximuK3

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I’ve been a strategist in London for about a year now, and my biggest realisation - as an outsider from a different cultural background - making sense of the cultural quirks that make up Adland is a rollercoaster. A rollercoaster that has made me laugh, cry, sweat, want to rip my hair and yell from mountain tops. But instead, I thought, as I learn new bits every day, I might as well put down my thoughts and hear what everyone else has to say. Maybe even give others a few laughs. Or gain a fresh perspective because, really, I’m here to learn. So, here’s me: navigating the quirks of Adland in the UK 👀 Starting with - How many days to Christmas? I did think, maybe this was a few months late? But then again, the countdown to Christmas apparently NEVER ends. I remember thinking.. wondering why a Christmas pitch started in January… to go live in…. October? The effort with which teams think outside the box - strategists look for their aha-moments, creatives are thinking of breaking the mould, the excitement that is out and about despite the post-festive slump. Nothing like an exciting brief to start the year.. For the end of the year! And speaking of the end of the year, we're waiting with bated breaths, waiting for John Lewis to drop that much-anticipated ad. Followed by McDonalds. Marks & Spencer’s. Aldi because we do love Kevin the Carrot. It’s a battle of the brands and EVERYONE’S got a point of view. Not going to lie, I was a part of them. If you can’t beat ‘em, join ‘em. And coming from someone who doesn’t traditionally celebrate the festival, this phenomenon is quite baffling. The passion with which everyone built the ads to then watching them, giving their opinions, hearing others out, and probably even having a few arguments.. It had me scratching my head, but also marvelling at how these ads actually go beyond just boosting sales. They bring people together - they get so many different teams and people to create them together, and they then get diverse audiences to talk, to think - tugging at their heartstrings and bringing out a few tears. They give us something to look forward to, all year round. They celebrate what Christmas is really about after all. I think. I recently saw a mini-Christmas advert from the bus, and my first thought - it’s just April… But hey, only 257 days to go. Have I cracked the code yet?

First blog post of the year! 2024 is all about getting our houses in order and our finances back on track. Some tips for performing arts organization to enhance the earned revenue side of the business...