Wieden + Kennedy’s Post

From a previous chapter in my career, we always enjoyed partnership planning and new campaign development with marketing leaders and agencies at Taco Bell. We were both partners and friendly competitors in the marketing space. Taco Bell is taking the crown for creative marketing and branding, along with dedicating itself to understanding and connecting with its audience. I think we can learn something quite amusing, as well as helpful, from their drive to engage -- being a little different and creative is great for engagement, relevance and personalized comms. Consumers should feel more connected when you listen to them and respond accordingly, as well as take innovative steps to do so. Baha Blast pie, anyone? These lessons can apply to any category in business, including our teams in the solar channel focused on saving families money every day. #MarketingStrategy #CreativeBranding #ConsumerEngagement

Taco Bell, DoorDash Brand Team Up Taco Bell and DoorDash have been working together to build consumer trust and loyalty for their brands. During a session at Advertising Week New York, DoorDash CMO Kofi Amoo-Gottfried and Taco Bell Chief Digital Officer Dane Mathews discussed how they have been working to maintain consumer preference in a highly competitive QSR landscape. Both companies have been driving engagement through subscription services with the DashPass and Taco Lover’s Pass, respectively. DashPass gives DoorDash a sense of its most loyal users’ engagement habits, while the Taco Lover’s Pass seeks to drive greater frequency from an audience that already has high frequency. Mathews noted that even a brand like Taco Bell that has strong consumer preference must work to maintain it in a highly competitive QSR landscape. “There are lots of entities … trying to get better at it and trying to shave away that preference. You’re always trying to optimize, you’re trying to get better at it and it has nothing to do with what you’re doing today,” Mathews said. “You need to hold on to how you exist [now], but you need to strive and find new ways to drive engagement.” Amoo-Gottfried noted two dimensions of trust: doing the job for which you’ve been chosen by a consumer and being aligned with a business purpose and how it operates. https://lnkd.in/ehRgyCqm

While upstarts often get the headlines, market leaders have a lot to teach us The spread of authoritarianism has been in the news for quite a while now and brands can sometimes let themselves be contaminated by their own success and find themselves telling potential customers to do things their way. A long time ago, Burger King quite cleverly took aim at McDonald's standardized processes and began championing the customers' side by simply saying "Have it your way". Even as BK tries to resurrect their past success with their "You rule" campaign, it is worth reading the piece by Will Poskett 🔥 in his newsletter posted this morning. In it, he points out how burger behemoth McDonald's has taken the customers' side view. In his words: "Too many brands today operate from a ‘top-down’ perspective. They take a fairly old-school approach to brand building. They turn up in the world and say ‘This is us’ and ‘We stand for this’. However at a time when people are beginning to call into question authority figures. A time when they are calling into question industry leaders & politicians. This approach feels not only outdated but increasingly fails to land. What is so smart about McDonald’s ‘Fan truths’ approach is that it allows the brand to speak alongside consumers, rather than down to them. An approach that sees the brand go beyond traditional advertising. An approach that sees the brand behave like a fan and gives the community what fans really want. For example, whilst a top-down brand might have stopped at the big Super Bowl commercial, McDonald’s didn't. Instead, they gave consumers the opportunity to actually buy the famous meals featured in the film." To fully feast on this strategy meal, I invite you to gorge upon it below: #strategyconsulting #marketing #advertising #insight #trustbuilding

McDonald's recent launch of nostalgic collector cups is a masterclass in leveraging emotional branding to deepen customer connections. By tapping into the sentimental value of beloved franchises like Barbie, Beanie Babies, Shrek, and Minions, McDonald's effectively draws on the powerful allure of nostalgia. This approach not only revives fond memories for older audiences but also introduces younger generations to these iconic characters, creating a multi-generational appeal. In an increasingly competitive landscape, this strategy not only boosts short-term sales but also strengthens long-term brand loyalty. By aligning with culturally significant moments, McDonald's ensures that its brand remains top-of-mind and culturally relevant, fostering a sense of community and shared experiences among its customers. #EmotionalBranding #NostalgiaMarketing #BrandLoyalty #McDonaldsCampaign #PopCultureIcons #ConsumerEngagement #MarketingStrategy #GenerationalAppeal #IconicBrands #CustomerExperience #MarketingExcellence #DigitalMarketing #BrandStrategy #MarketingInnovation #LinkedInGrowth #opentowork #hiring #productmanager https://lnkd.in/exWQh2Ex

🏀 The Doordash NBA All Star Weekend: The Corner 3 Bodega Brought to you by Ronen Benatar, Wavemaker US ✍🏼 In a bid to take their longstanding partnership with the NBA to new heights, DoorDash teamed up with Wavemaker to create an unforgettable experience during the NBA All-Star Weekend. The goal? To maximise their presence at the star-studded event and showcase the exclusive benefits available through DoorDash’s DashPass subscription.   A 360-Degree Experiential Activation 🟠 At the heart of this activation was a unique 360-degree experience within the NBA Crossover zone. DoorDash transformed their booth into a hub of excitement, drawing in NBA fans and celebrities alike. Here’s what went down: VIP Access to the DoorDash Bodega: DashPass members enjoyed VIP access to DoorDash’s on-site bodega, where they were surrounded by iconic NBA memorabilia. From vintage jerseys to game-worn sneakers, the bodega was a treasure trove for basketball enthusiasts. Exclusive Swag: As if the memorabilia weren’t enough, DashPass members also had the chance to win exclusive DoorDash x NBA 2024 swag. From limited-edition merchandise to autographed items, the giveaways were a hit. NBA Superstar Appearances: The activation buzzed with excitement as NBA superstars made surprise appearances. Bam Adebayo, Jalen Brunson, Karl-Anthony Towns, and Jamal Crawford mingled with fans, signed autographs, and shared their love for DoorDash. Going Beyond the Game But DoorDash didn’t stop there. They partnered with Team Whistle to amplify the experience. Here’s how: Famous Los Takes the Stage: Remember the former NBA Celebrity All-Star Game winner, Famous Los? He was front and centre, engaging with viewers and providing behind-the-scenes glimpses throughout All-Star Week. This social-first approach generated a whopping 5 million impressions and drove 400,000 engagements. DashPass Exclusive Sweeps and Rewards: The activation wasn’t just about star power; it was about celebrating DashPass members. By highlighting the benefits exclusive to this subscription service, DoorDash reinforced its commitment to its loyal customers. In summary, DoorDash’s experiential activation during the NBA All-Star Weekend was a slam dunk. From VIP access to exclusive swag, the partnership with the NBA reached new heights. And with Famous Los in the mix, fans got a taste of the action both on and off the court. #sportsmarketing #NBA #advertising

An outstanding AdAge story (3/19/24) on McDonald's brilliant marketing strategy - deep reporting on the company's approach to picking bubbling trends, from anime to streetwear, and bringing them to the masses. As AdAge reports: "McDonald’s has moved away from a marketing calendar driven by limited-time seasonal offers to focus on “fan truths”—a moment, memory, ritual, or behavior related to McDonald’s—and where such moments intersect with subcultures involving celebrities, music, fashion, TV and movies, childhood nostalgia and, now, anime. The goal is to use data and social listening to have fans tell McDonald’s what is interesting to them, and see where the brand may already have a connection to those interests as a way to keep up with culture and remain authentic to fans." #brandbuilding #marketingvision #authenticity #fantrust #leadership #marketingstrategy #culturalinsights #subcultures

Are entertainment brands the next retail media frontier? This just in from The Drum - the recent deal between Waitrose & Partners and Netflix includes in-store ads, till messaging, and digital out-of-home spots, creating a unique consumer engagement space. According to Gillian Williams, Head of Partnerships at tpf, this move positions entertainment brands perfectly to enhance the total at-home experience. “This deal saw the two entertainment companies take over the branding of free-standing displays in over 200 Waitrose stores. The ads promote the SkyStream dongle, which has Netflix pre-loaded on the device.” As buy-one-get-one-free deals fade, retailers need fresh approaches. At Asda, non-CPG brands like Sky have already ventured into digital placements, hinting at the evolving landscape. The impact on retail media is profound, with stats indicating a rising trend in non-endemic collaborations. More here: https://bit.ly/3G5xnvY #retailmediatrends #netflix #waitrose #retailmedia #retail #retailmediaplatform #retailmedianetwork  #advertising #marketing #adnews 

Check out my Step-fathers recent piece in Forbes!

Thrilled to see the Titanium Shortlist for Cannes Lions revealed. A category reserved for groundbreaking advertising work, the shortlist features two inspiring and transformative campaigns. CeraVe and DoorDash's campaigns have made their mark by exhibiting creativity and a paradigm shift in traditional advertising narratives. CeraVe's Skin Deep campaign elicits the simple yet profound truth of accepting imperfections and celebrating realness. In contrast, the standard beauty campaigns that glamorize unattainable perfection. DoorDash, on the other hand, transformed their Super Bowl campaign into a community-centric narrative. A significant shift from focusing on fast-food delivery towards an all-encompassing, inclusive approach. It's evidence of the evolving nature of advertising, where creativity, courage, and disruptive thinking form the crux of successful campaigns. As we await the final announcement, I am in awe of the transformative potential of such discourse-altering campaigns. The Titanium award is a symbol of influential storytelling, and the capacity to make a real difference in the world of advertising. Looking forward to the final reveal! #CannesLions #Advertising #Marketing #CeraVe #DoorDash

"If you don't believe in it, don't do it," said Paloma Azulay, VP Of Brand Marketing, Hulu, The Walt Disney Company, reflecting on the best career advice she has received. This, along with being raised in a creative environment, has greatly influenced her 20-year journey through different brands and #creative roles, including The Coca-Cola Company and RBI (Burger King, popeyes, Tim Hortons). Continue reading Paloma's interview to hear her thoughts on the #brand vs. #performance debate and learn how she's dialing up what makes #Hulu one of the most preferred streaming brands in the industry. Read Paloma's story here: https://lnkd.in/gMzcEVMg #marketerstowatch #marketersthatmatter