Jose Miguel Sokoloff

The media landscape has shifted dramatically, but clarity is emerging from the complexity. In his latest Campaign UK article, our VCCP Chairman and Founding Partner, Charles Vallance, explores how brands can navigate this change and the crucial role of cohesive, multi-channel branding in driving success. https://okt.to/eF3zon

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When creativity grabs attention in the Real World 🔥 From attention-grabbing special builds to fully immersive brand experiences, we’ve seen a phenomenal level of brands using Out of Home to deliver exciting, stand-out campaigns across the UK and Europe. Love Clear Channel Europe & Clear Channel UK's latest show reel and see how brands are continuing to push the boundaries of creativity in OOH! #OOH #PlatformForBrands #Creativity Talon, RapportWW, Posterscope, Kinetic GroupM OOH, Publicis OOH, Evolve OOH, billups, Mediabridge Global & so many more

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Impact is our output. We talk about modern marketing being able to deliver two types of impact - cultural and commercial. How do we move beyond the brand purpose debate and into a more grown up and nuanced conversation about the different types of impact we all create as marketers every day? Come and join us to find out.

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Winner, winner, chicken dinner! (and McCain chips 🍟!) I’m thrilled to share that Circana’s collaborative effort on the IPA (Institute of Practitioners in Advertising) entry with McCain Foods and adam&eveDDB has achieved remarkable recognition at the IPA Awards 2024, winning... 🏆 A Gold 🏆 The Charles Channon Prize for Best New Learning 🏆 The Grand Prix! This unprecedented achievement is a testament to the hard work and innovative thinking of all contributing authors including the legendary Les Binet. A special shoutout to Amanda Rowe and Steven Jones from Circana, whose dedication and expertise in media, price and promotional analytics played a crucial role in our measurement success. They are not ones to enjoy the limelight but as the leader of Media and Analytics at Circana, I am incredibly proud of our contribution and the teams expertise. McCain's continued brand building efforts contributed a 56% increase in sales value from 2014 to 2023 and a +32% margin contribution. Key Learnings from the submission Long-term Brand Building: Investing in emotional brand-building strategies can significantly reduce price elasticity, leading to increased profitability even amidst economic challenges. Resilience Through Strong Branding: A strong brand can withstand market fluctuations and cost pressures better, maintaining its market position and profitability. Focus on Longevity: Effective marketing strategies are built over years, not quarters. Consistent brand messaging creates lasting impact and resilience. Proactive Branding: Building a robust brand during stable times ensures resilience during crises, enabling companies to navigate price increases or demand fluctuations effectively. Advertising's Impact on Price Sensitivity: Beyond driving short-term sales, brand advertising plays a crucial role in reducing price sensitivity, enhancing long-term profitability. Congratulations again to all involved in this groundbreaking achievement! #IPAEffectivenessAwards2024 #Marketingeffectiveness #EffectivenessAwards #marketingmix #cpgmarketing

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Today's coverage of Omnicom/IPG will dwarf all else, as it should, but the comment below from the FT sums up the situation well. It's a defensive move in a market where the Holding Companies are losing relevance. "It comes as traditional advertising agencies face mounting pressures, with most of the money in the industry now being siphoned off by large tech companies such as Google and Amazon that offer advertising tools as well as the marketplace to buy and sell digital ads".

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Want to know how Pinterest has evolved and Why are they appealing to Gen Z Shoppers? Have a read of the article below👇🏼 Thanks to Melissa Ryan & the Agency Team at Pinterest! #dentsu #pinterest #performancemarketing #socialmedia

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In an age where 90% of young people engage with news online, the need for trusted, responsible media is more crucial than ever. Platforms like Teads play a pivotal role in delivering quality, brand-safe environments for advertisers, ensuring messages land where audiences are actively seeking information. As digital habits evolve, how can brands leverage premium, engaging media to connect authentically with younger audiences? Let’s keep the conversation going on the value of responsible media in today’s landscape. #DigitalAdvertising #MediaResponsibility #Teads https://lnkd.in/eQGNNGYJ

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Pouring Creativity into Every Drop 🍹 Discover how Hero Next Door transforms beverages into showstopping visuals that leave audiences thirsty for more. From the perfect beer cascade to the mesmerizing swirl of a cocktail, our cutting-edge CGI brings liquid magic to life. 🍺🍷🍸 With a powerful mix of creativity and AI-driven production, we deliver: ✅ Jaw-dropping content for every platform ✅ Faster turnarounds at lower costs ✅ Visuals that set your brand apart Ready to see the extraordinary? Watch our latest liquids and beverages reel and experience the difference. #HeroNextDoor #hnd #beveragecontent #liquidgold #cgi #marketinginnovation #beverages #liquids

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The fab folks at LBBonline - Little Black Book asked me about the role of Nostalgia in advertising in 2024. So I decided to shout about the work I loved this year instead: https://lnkd.in/d_bZvB5T I don't think I'm the only person who thought this was going to be a year where we fell at the feet of advertising-RoboCop and begged Al to spare us and our precious inefficient human cells. But it wasn't to be the case. Sure, Al continues to grow in stature and impact, having become (including for us at Modern Citizens) a tool that has become intrinsic to how we work, but its rise feels like it's moved through the We're all totally using it, and its totally going to solve all those pesky budget and timings challenges and has settled somewhere in the region of 'it's dead useful for a stack of stuff, but it still can't do fingers. Remember that wicked CeraVe spoof that Michael Cera did? That was THIS year. Many of us have a pastiche on our reel somewhere, so it's not the freshest idea on the block, but as far as pastiches go, this one's right up there. Just for Michael Cera's little beard. The Loewe work created in-house by the brand is a fabulous film with incredible branding, amazing casting, and an unforgettable look that was scorched into our retinas. The British Airways posters deserve a mention - it's hard to convince clients to put stuff out in the world that doesn't tick all the 'but this is how ads look' boxes, and whilst the Windows' campaign didn't land for me (have you ever been on a BA flight?), the industry loved it. That really clucking long KFC brand film was a beautifully crafted bucket of golden goodness, and is comfortably on a par with Mr. Gavras' 'Oh My Gosh' video. So, lots of really nice executions, but nothing I'd define as 'modern' ideas. (a modern idea being a creative one that can scale, flex and react quickly). Modern ideas come from agencies that are creatively ambitious, and humble enough to be able to bang stuff out when the need arises. This year, there was one campaign that deserves to be held up and truly celebrated, and that's from EE. Clearly, that's a client team that's really making waves with the crew over on Chancery Lane. That's a brand that's shown up with brilliant broadcast films, a gorgeous design system, gorgeous candid out-of-home - all being held together with some truly sophisticated branding. Our industry continues to be full of amazing talent, wanting to create that big bold and exciting work, but we need more partners that can realise the value in them there hills. There are certainly a lot of great clients out there in the world, but there are precious few who are empowered to take a big swing and try something truly new, something truly distinctive, and something that will truly move people. Here's hoping that 2025 gives the people with ambitions for their brand the conditions to really land the big, bold 'modern' ideas the world reacts brilliantly to nowadays.

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Love it or hate it, Jaguar's rebrand has everyone talking. Attention is currency – and Jaguar just made a massive deposit. However, rebranding isn't about shock value. It's about evolution that respects brand DNA. Where the leaping jaguar once symbolized automotive excellence, the new brand feels disconnected from Jaguar's heritage of luxe perfornance. A logo is more than a visual mark – it's a storytelling device. Strip away a brand's essence, and you risk turning everyone against you. Successful rebrands progress, they don't depart. The focus should be on preserving the emotional connection that originally captivated your audience. #DigitalMarketing #Branding #BrandStrategy #JaguarRebrand

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"Brand Patience" It's hard to understand the importance of patience and consistency when there are short-term pressures on brands and their marketers because of this there's often an urgency to find an idea that can break through the clutter and land the brand on the cultural map. However, there's another way. Create a powerful platform for the brand and consistently execute against this over time. It requires discipline and patience, but it's a little like compound interest- the consistency pays off and reinforces the brand's position. Take VCCP and its work for Cadbury built on a platform of generosity- which, of course. \allows them to do great advertising, but also. supplement it with smart ideas like this one. Creating a breakthrough cultural hit isn't easy. However, having the discipline and patience to stick to a strategy and platform for years is a different kind of challenge.

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It’s simple: Purpose is effective when purpose is done for a brand and company whose values and intentions are authentic.

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"The cost of dullness" brilliantly summarized in two bullets: 1) Dull ads need 7% more ESOV to deliver results. That is serious $$$ down the drain. 2) Half of the ads tested are less interesting/engaging than watching a cow eat grass (literally). Now, I happen to like cows, but even so, beating "cows munching grass" must be the minimum benchmark for any ad from now on.

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✅ Transforming Events into Positive Impact Stories Ever wondered how an event can change the world? At MUT Agency we’re not just organising events; we're crafting experiences that leave a lasting positive impact on both people and the planet. 💡 The last 2 years I’ve had the privilege of witnessing firsthand how our creative endeavours are reshaping the landscape of brand experiences. Based in the vibrant city of Barcelona, our team specialises in #CorporateEvents such as #MICE and conventions. Also experiential events like brand experiences, product launches and celebrations. But what truly sets us apart is our commitment to Positive Creativity®. Our methodology is a #DATAcentric unique blend of strategic analysis, emotional ideas, and scientific rigor. This approach ensures that every project we undertake maximises business and #socialimpact while minimising #environmentalfootprint. And with our #MUTImpactDashboard, we measure both generated and saved impact, aligning with international standards. 🌍 Being a certified #BCorp we’re proud to stand as a beacon of #sustainability in the #marketing and #advertising sector. Yet, like any journey, ours is not without its challenges. From acquiring new partners to increasing our pull of #ESG metrics, very day is a learning curve. But with a dedicated team focused on such an innovative offering we’re poised for growth. Our ideal partners are those who share our vision. Together, we can create events that not only captivate but also contribute positively to society. In the ever-evolving world of events, staying ahead means being modern, cutting-edge, and always inspired by sustainability. Whether you find us on LinkedIn or TikTok, our story is one of innovation and impact. Looking to create an event that matters? Let’s make it happen. Connect with us, and let’s craft a narrative of change together. 🌟 #PositiveImpact #Sustainability #CreativeEvents #MUTAgency #Barcelona

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UKOM have been told repeatedly "you have to be relevant in the programmatic space". Well, here's Ozone | Powering the Premium Web showing their commitment to all things quality and using UKOM-endorsed data from Ipsos iris to validate the demographics of their premium publisher audiences. Another reason for advertisers to demand that their agencies apply quality thresholds to the data implemented on their behalf in the programmatic space. Great work all at Ozone and Ipsos UK. AOP Association of Online Publishers IAB UK ISBA IPA (Institute of Practitioners in Advertising) #standardsmatter #datagovernance #industrystandards

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SAVE THE DATE: Will history repeat itself? All are welcome to join this important discussion about the how media and creative are reuniting in meaningful ways, for more meaningful outcomes.

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🎮 How does a small city like Dundee go from industrial roots to being a global gaming hotspot…? Find out in our latest #PlayableFutures article - in partnership with Ukie GamesIndustry.Biz and Amazon Web Services (AWS)

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We'll be sharing some 2025 predictions and insights over the next 2 weeks. Follow MindField to get your daily dose and understand how we can help you benefit from these anticipated consumer behaviours next year. #Research #Creative #MediaBuying #BrandStrategy #MarketResearch #Consumer2025 #Experiences #MindField #Follow

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