We Are Global Irish Inc’s Post

“It’s all about communication, listening to your markets, to the regions, what they struggle with and what works well. Communicate with them on a regular basis, the key to scale is to engage with people. I engaged with the regions quite early so they felt as part of the process. This is important; we’re all partners in this journey.” Joanna (Asia) Macuk, Global Content Excellence Manager, shares how she led a successful pilot of CreativeX at Bayer, scaled the technology, and continues to grow its success.  Asia is the first in our new Creative Xcellerators series spotlighting the innovators and change makers moving advertising and society forward. Discover the story in full → https://lnkd.in/duDMKYGN

A brand is a business with a purpose.   You can either take this as a corporate buzzword and implement it on your campaigns superficially, or embrace it by being authentic with every action you take.   Ultimately, a brand strategy should exist to serve as a beacon for decision-making from product to marketing – a key thrust for sustainable growth.   This is the committed approach that we have taken with Geneco SG’s #PowerTheChange brand purpose in our journey to become Singapore’s No.1 Residential Electricity Retailer, which I have also recently mentioned in the featured article ‘Driving change through the transformative power of communications’ by MartechAsia.   “At Geneco, we believe that defining the brand purpose clearly, being authentic in what we do, and engaging our customers/the public meaningfully are the key prongs towards building a brand that matters.” To read more about what I have shared, you can do so here: https://lnkd.in/gxVR-5Kd   Thank you Victor Ng for the interview opportunity to share my thoughts for the article. #Brand #Communications #Marketing #ThoughtLeadership #BrandStrategy

“The Triple Win” is how my Ad Net Zero Ireland Action 5 teammate David Heaney describes his team’s goals - Profit, People, Planet. Today was a triple win for the industry. ///Firstly/// The people make it. Today’s Ad Net Zero Ireland Summit in Dublin’s CHQ was an important gathering of marketing leaders - all there to share and learn from each other. Peter Nolan from Indeed, Matt Bourn from Advertising Association UK, Gareth Fitzpatrick of Havas Dublin and Thomas Geoghegan from PHD (and my fellow Purpose Disruptors peer) spoke with his client from @skoda. The final speaker of the day was Michelle Rowley from The HEINEKEN Company Ireland. Michelle took the audience through the work we delivered, in partnership with the interagency team, for Heineken’s activation at Electric Picnic for the last few years - increasing our focus on carbon measurement as the years have gone by. She shared, in a spirit of generosity, all our production ‘secrets’ because events like this are not about showing up to show off; they’re all about helping each other. Hosted brilliantly by Mary O'Sullivan with a warm welcome from Elizabeth Sheehan - the event represented agency, client and industry bodies- it was a whole network in action. Following the speakers was an excellent panel, hosted by Shane McGonigle MMII, featuring David Heaney, Colette Henry and my colleague Claire Hyland amongst others. It was a rich and diverse conversation. //// Secondly //// The planet was a stakeholder This was an event where planet had a seat on stage. So many brilliant references to people’s personal beliefs and efforts that represent more than who they are as marketers, but the change makers they want to be. Collette said: “We don’t make humans more sustainable, we make sustainability more human.” which I really liked. Shane said: “A brand is a promise. What we’re witnessing is an opportunity of redefining what that promise can be.” /// Thirdly /// Commercial success stories matter I think the commercial references throughout made a strong argument for the additional profit / market share / margin opportunity that goes with sustainable actions and AdNetZero marketing. Peter Nolan spoke about cost savings that were almost like a ‘sidebar positive impact’ from their team’s sustainable production decisions; and Michelle Rowley explained how cutting back on international flights and commissioning local artists for festival programming not just saved on carbon, but costs too. There’s no purpose without profit and I often think that this part of the sustainability messaging in business gets lost. Now, as marketers measure their longer term impacts they’re seeing where the savings are being made and where the additional margin / profit is being gained. Finally, Matt Bourn asked the audience to “imagine (a world where) every ad (for sustainable products or services) is stealing market share from unsustainable brands.” The triple win indeed. 💥

There's no doubt that virtual production is on the rise. With an industry-wide push to reduce carbon emissions and make more responsible advertising production choices, it’s an area that is developing fast and revealing numerous benefits for businesses willing to get on board.   Managing Director of Prodigious Australia, Robbie Bempasciuto, spoke to The Australian to discuss how they partnered with Diageo and Leo Burnett Australia, using the latest virtual production technology to bring the new Bundaberg Campfire Rum to life.   “You’re essentially combining a virtual world with the physical world in real time…You can now do so much more without having to go on location. You can minimise your carbon footprint, you can shoot multiple locations without having to go to them in one day. All that stuff is an added benefit for anyone planning productions.” - Robbie Bempasciuto. “Our advertising and creative production play a critical role in how we connect to our consumers, and we are challenging ourselves to make this work more sustainable.” - Matthew Miles, Rum Portfolio Marketing Manager at Diageo. https://lnkd.in/gVCxQR9J #VirtualProduction #ConnectedCreativity

In this GYDA Talks, I talk to Marek Mrazik of Devin Brand. In 2005, Marek co-founded TRIAD, a digital agency blending creativity and technology. By 2012, we branched out to Prague, escalating the agencies to 100+ employees became "Agency of the Year" multiple times, along with numerous awards like New York Festivals or Euro Effie Grand Prix. From our experience, we began crafting advertising products. Kontentino simplifies social media workflow in 1500 agencies globally. Marek's current passion is Allfred which enables independent agencies to boost operational efficiency. Robert and Marek discuss: Business Model: Unlike other service-based companies, agencies can rely on two separate revenue streams instead of one. Workflow: Agencies have very specific processes (surprisingly similar to law firm processes) Neglected Innovation: Though trend-aware, agencies often innovate at a slower pace than their clients. People: Agencies combine varied personalities with opposing objectives and motivations. Positioning - too much similarity, not enough credibility or finding your own market https://lnkd.in/gFb9vYQA #agencyleader #agencylife #agencygrowth

Consumers think about Earth more than one day a year. In fact, 75% of them are concerned about the environmental impact of their purchases. Kargo & Green Matters have teamed up to give your brand a platform to share its eco commitment year round. Our Sustainability Packages give you 100% Share of Voice across Green Matters in-depth coverage of eco challenges and solutions, plus amplification across their social channels. #earthday #sustainability #adtech #marketing #Kargo

Sometimes the bull’s eye is not where you think it is! #GoodAdsMatter This ad is created for Doppelherz, a leading German supplement brand, which offers eye vital capsules. This comical spot demonstrates its effectiveness in a game of darts. As the ad opens, a man starts shooting at the dart board with great assurance, and misses the first two shots. He sucks at this, doesn’t he? Well, no. This witty ad, titled ‘Bullseye’, is a hilarious reminder that there is more than meets the eye. The brand cleverly delivers its message of strengthening the eyes by, literally, deceiving ours! This plot twist had us hooked—what do you think? 𝗝𝗼𝗶𝗻 𝗼𝘂𝗿 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗼𝗳 𝟲𝟬𝟬𝗸+ 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴/𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗲𝗻𝘁𝗵𝘂𝘀𝗶𝗮𝘀𝘁𝘀 𝗮𝗻𝗱 𝗹𝗲𝗮𝗿𝗻 𝗵𝗼𝘄 𝘀𝘂𝗰𝗰𝗲𝘀𝘀𝗳𝘂𝗹 𝗮𝗱 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 𝗮𝗿𝗲 𝗰𝗿𝗮𝗳𝘁𝗲𝗱! 𝗦𝗶𝗴𝗻 𝘂𝗽 𝘁𝗼 𝗼𝘂𝗿 𝟭𝟬𝟬% 𝗳𝗿𝗲𝗲, 𝗵𝗮𝗻𝗱𝗰𝗿𝗮𝗳𝘁𝗲𝗱 𝗺𝗼𝗻𝘁𝗵𝗹𝘆 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿 𝗵𝗲𝗿𝗲 -  https://lnkd.in/dg3JEGpK Country: Germany Year: 2012 Brand: Doppelherz Pharma GmbH Agency: Jung von Matt & Fleet agency Chief Creative Officers: Doerte Spengler-Ahrens & Jan Rexhausen Art Directors: Michael Hess & Benjamin Hartwig Copywriter: Vicky Jacob-Ebbinghaus Director: Tim Guenther DoP: Manuel Mack Executive Producers: Frank Papenbroock & Hannes Bühring Producer: Leiff Doerre Editor: Dirk Vaihinger Music: Dirge by Death in Vegas 𝗚𝗼𝗼𝗱 𝗔𝗱𝘀 𝗠𝗮𝘁𝘁𝗲𝗿 𝗔𝗴𝗲𝗻𝗰𝘆 𝗖𝗖𝗢𝘀' 𝗥𝗼𝘂𝗻𝗱𝘁𝗮𝗯𝗹𝗲 𝗼𝘂𝘁 𝗻𝗼𝘄! 𝗪𝗮𝘁𝗰𝗵 𝗶𝘁 𝗵𝗲𝗿𝗲: https://lnkd.in/dvumBG23 ––––––––––––––––––––– 𝗛𝗮𝗻𝗱-𝗽𝗶𝗰𝗸𝗲𝗱 𝗯𝘆 Good Ads Matter, 𝗮𝗻 𝗶𝗻𝗶𝘁𝗶𝗮𝘁𝗶𝘃𝗲 𝗯𝘆 Purpose Studios. 𝗙𝗼𝗹𝗹𝗼𝘄 𝘂𝘀 𝗳𝗼𝗿 𝗶𝗻𝘃𝗮𝗹𝘂𝗮𝗯𝗹𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗹𝗲𝘀𝘀𝗼𝗻𝘀 𝗲𝘃𝗲𝗿𝘆 𝗱𝗮𝘆! #GoodAdsMatterRoundtableSeason1 #Innovation #Creativity #DigitalMarketing #Advertising #Branding #PurposeStudios #PursuePurpose

💡 How Acme Inc. is Leveraging IMC to Drive the EcoCharge Movement 🌟 The mission of Acme Inc. is to make sustainable living accessible to everyone. That's why they developed the EcoCharge, a portable solar charger that allows us to power our devices with clean, renewable energy. But innovation is just one piece of the puzzle. To truly make a difference, they wanted the word about the EcoCharge to get out along with its potential to revolutionize the way they power our everyday lives. That's where Integrated Marketing Communication (IMC) comes in. 👉 IMC Strategy for EcoCharge: 1. Cohesive Brand Messaging: Across all channels, from the website to social media to packaging, they emphasize the EcoCharge's sustainability and reliability. 2. Targeted Content: EcoCharge tailor their message to resonate with specific audiences. Blog posts and website content target environmentally conscious consumers, while eye-catching visuals on Instagram capture the attention of outdoor enthusiasts. 3. Influencer Marketing: Partnering with sustainability influencers allows EcoCharge to tap into their audience and build trust with potential customers. 4. Data-Driven Decisions: They use analytics to track campaign performance and user engagement, allowing them to refine their strategy for maximum impact. 👉 The Impact of IMC: 1. Increased Brand Awareness: The EcoCharge is generating significant buzz and establishing itself as a leader in the sustainable tech space. 2. Deeper Customer Connections: Educational content and social media interactions foster a community around the EcoCharge and the values it represents. 3. Measurable Results: We're seeing a rise in website traffic, social media engagement, and ultimately, EcoCharge sales. #EcoCharge #IntegratedMarketing #MarketingStrategy #MKTG5519

Looking for tips for growing your community engagement? Promote the users behind your products! This can come in the form of user-generated content, video testimonials, and so forth. Let's grow your community together: https://ow.ly/T4hU50QHOsn #community #engagement #marketingtips

With the increased volume of content across channels in today's digital world, it's easy for brands to get lost in the battle for user's attention. Over the years, Quaker City Mercantile has mastered the formula needed to make sure our brands don't fade into the background; a trusted process we like to call The Onion Method. Like the center of the Big Bang, our spirits are at the core of all we create. As our universe expands, we add layers upon layers of detail to build an elaborate world that captures the attention of our target audiences, ultimately building their desire to dive in deeper. From brand world activations with Hendrick's Gin to our liquid innovation with The Pathfinder and all the creative grenades in between, we consistently set our sights on building brand worlds that are so much more than just a bottle; they're a timeless journey that only gets more interesting. Intrigued? See how The Onion Method and Brand Mysticism are all used in action here: https://bit.ly/42BQhUk