Nick Tran

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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"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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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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H&M's marketing strategy is evolving to focus on building deeper emotional connections with consumers, particularly through music. Linda Li Steiner, head of customer & marketing at the brand, spoke to me last week about how music plays a big role in creating immersive, authentic brand experiences that are meant to resonate with younger, digitally-savvy audiences. By integrating music into their campaigns, the brand wants to align with cultural trends and offer more personalized engagement. And the mass brand space is very saturated – you only have to look at the elevation strategies and rock bottom price competition to see that. It’s a blend of art and strategy, with music serving as a tool to differentiate H&M in a competitive market. As Li said, this approach allows the brand to stay true to its ethos while creating memorable, impactful experiences that go beyond just the products. https://lnkd.in/eq-X2zF6 Glossy

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Pinterest Insights for 2024!⚡🛍 As we prepare for the festive season, brands are ramping up their efforts to capture the attention of holiday shoppers. One platform standing out as a hub for consumer inspiration and purchasing decisions is Pinterest, where a new breed of “High-Action Festive Shoppers” is emerging. In my latest blog post, I break down the key insights for the 2024 holiday season that should guide your campaign strategy and maximise your return on investment this year. If you want to learn more, take a look below.

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How is new media thinking received at a brand level? And to what extent do in-house marketing teams review and respond to new effectiveness studies? I was joined by ex-Unilever and P&G global media leads Sarah Mansfield and Gerry D'Angelo on the latest episode of the WARC Podcast to discuss that brand-side view of media effectiveness. We covered a huge amount of ground, including the impact of Byron Sharp, that brand vs. performance debate, and why some brands may be hesitant to throw their all in with attention measurement. Well worth 40 minutes of your time... https://lnkd.in/eGdary5f

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Who’s buying who lunch? A very enjoyable breakfast session hosted by GingerMay and Sphere Digital Recruitment Group, exploring trends in CTV and Retail Media. One of the big topics in retail is fragmentation. Paul Stafford of Superdrug pointed out how relationships and dynamics in this space have shifted so much that the question now becomes: "Who’s buying who lunch?" Measurement was another key talking point for both retail and CTV. As money flows into these sectors, brands inevitably want to know what’s working. My thoughts by sector: CTV: Exciting developments in intent data! Combine that with content most likely to drive brand outcomes, and the results could be phenomenal. Retail Media: Retailers need to differentiate their offerings and keep them premium. Guiding brands on what creative works (and why) while connecting it to their sales data will be a game changer. The ultimate goal? Accurately predicting content and ad performance before launch—truly transformative. Lastly, if you’re wondering why I’m not smiling while Paul Stafford is… well, we’re having lunch later, and I’ve just worked out who’s paying. P.S. At DAIVID 🦩, we’re already modelling the emotions in content that convert into sales—and identifying those that have the opposite effect

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Proud to support Christine Osazuwa in the salary transparency project. Thanks Music Ally for the coverage. Lots of interesting insights for those in the music industry or music and tech at every stage of their career. 'We feel executives often lack the professional and personal support they need to prosper in their careers and we hope to help address that. We want to explore even more and identify tangible solutions to some of the issues that we know face music executives. Things that we didn’t explore, that we hope to in the future, is number of hours worked, treatment of parents, the interview/hiring process in music, professional development, and much more.' https://lnkd.in/eh-WjY2S

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Does your organisation have a strategy for using flexible talent to fill skill gaps and build competitive advantage?

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Delighted to be representing GreenJinn | B Corp™ in attendance at yesterdays IAB UK's Retail Media Upfronts event and hearing more about how the different retail media networks view the growing convergence of retail and digital media. SMG Opened the event highlighting: 1) that shopper mindset and store format is essential in considering your instore media activation. 2) incrementality can be achieved by capitalising on seasonal moments. 3) digital channels drive greater sales versus traditional/in-store sales. Key to this is ensuring a standardised test & control methodology. Nectar360 Spoke to the importance of understanding the voice of the customer and that retail media is additive to the customers retail experience. The shopper journey is no longer linear, so brands need to be creative in how they drive customer engagement through connected interactions. Owing to the growth of retail media, an unintended consequence for brands is that it's now very difficult to connect performance across all players. Brands are on averaging working with over 25 media partners and therefore a standardise measurement solution is needed. Uber Eats This might surprise you, but I have never used Uber. As such, it was a pleasure to see plenty of examples on how Uber is delivering retail media experiences to it's audience. What stood out the most for me however, despite the vast volumes of data at Ubers disposal, you don't need a lot of data to be effective. Sometimes you only need to know that someone frequently buys pizza and lives in Lincoln, that it's about providing real time magical moments, targeting someone on en route to the airport. In short, contextualise the moment! Tesco Media and Insight Platform Focused on how brands need to flip the relationship with a shopper. Insights shared included that more than 5 out of 10 shoppers don't repurchase with a brand. Instead of brands trying to win back lapsed shoppers, its about understanding how to best retain shoppers that are most likely to stop buying. ASOS.com Showcased how to best engage with Gen-z audiences by building strong brand partnership that emphasises the unique characteristics of that brand and delivering creative solutions and events across social platforms. Ocado Ads Closed the event focusing on innovation. Championed how Ocado has fostered new retail media solutions that we now take for granted, and announcing new solutions that will become the norm such as the introduction of their self service capabilities for clients and their launch of Audience+ to enable brands and agencies to better plan and buy media built from Ocado first party data. Summary Overall, the event was great and I'd highly recommend for next year. Perhaps owing to my Videology days, I expected something more in way of new announcements from an Upfronts event. Highlighting solutions that solve for the challenges faced by brands today. #IAB #iabupfronts #retailmedia #commercemedia #shoppablemedia #commercemedia

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Have a read on the Role of TV advertising in Black Friday and Cyber Monday campaigns. #tv #d2c #advertising #blackfriday #cybermonday https://lnkd.in/exE_PSiZ

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The world's top luxury brands choose WeTransfer's full-screen, immersive, and brand-safe ad format to make a lasting impression. What are their top tips and what's next for luxury advertising? 🤔 We've tapped into the minds of industry leaders to bring you exclusive insights on: • Emerging trends in luxury marketing • Strategies for capturing audience attention • How to create emotional connections in the digital age Link below to download the full report 👇

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It's not uncommon for retailers to pump north of 60% of their digital advertising investment into search, and the landscape* has been dominated by 1 key player for over 25 years...until now TikTok Search Ads have gone into general availability in the US 🇺🇸 and here's why I'm more than excited: 1️⃣ 𝗛𝗲𝗮𝗹𝘁𝗵𝘆 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝗼𝗻: TikTok’s entry into search ads is finally bringing some serious competition to the space, driving innovation across the board. More competition means better ad products, more creative solutions, and ultimately, a win for advertisers and consumers alike. 2️⃣ 𝗠𝗲𝗲𝘁𝗶𝗻𝗴 𝗚𝗲𝗻 𝗭 and 𝗠𝗶𝗹𝗹𝗲𝗻𝗻𝗶𝗮𝗹𝘀 𝗪𝗵𝗲𝗿𝗲 𝗧𝗵𝗲𝘆 𝗔𝗿𝗲: A high percentage of Gen Z and Millennials are turning to social platforms like TikTok for their searches. TikTok search ads tap into this behaviour, offering brands a powerful way to reach younger audiences where they're already discovering and exploring new products. 3️⃣ 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 + 𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲 = 𝗔 𝗚𝗮𝗺𝗲-𝗖𝗵𝗮𝗻𝗴𝗲𝗿: TikTok is uniquely positioned to provide entertaining content 𝘢𝘯𝘥 commerce all in one place. With TikTok Shop integrated into the platform, users can go from discovery to purchase seamlessly. Search ads only strengthen this loop, making it easier for users to find what they’re looking for while staying engaged. 4️⃣ 𝗡𝗲𝘄 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗔𝗱 𝗙𝗼𝗿𝗺𝗮𝘁𝘀: Unlike traditional text-based search ads, TikTok’s search ads will allow brands to create engaging, visual, and immersive content that aligns with the user experience, driving higher interaction and engagement. With this and the evolution of gen AI results in the space, I'm predicting 2025 to be a 𝗯𝗶𝗴 year for search disruption! 🔍 💥 It's about time really isn't it? *What's a 'landscape' with one business in it? Presumably just quite flat and arid? Answers on a postcard. #TikTokforbusiness #search #TikTok #DigitalMarketing #PerformanceMarketing

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Brands are already using the right amount attention to increase cost efficient outcomes for both performance and brand activity. If you would like to explore how understanding attention can help your brand increase the quality of media they are buying, whilst simultaneously reducing the cost of your business outcomes, please get in touch #attention #outcomes

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The most important vote of 2024 is not in politics....In fact it's to vote for the talk Nadine Clarke and Lisa Gralnek are planning at #SXSW! Everyone knows we are killing the planet and we all need to look into our day to day lives on how we can stop that happening. Nadine and Lisa will explore the often-overlooked environmental impact of our everyday technology in their talk "Digital Design for a Greener Future". It's an important topic, led by two outstanding women in their field so please vote! It'll literally take you 60 seconds- and public voting ends this week, so go on, vote for something that's going to make a difference. Link in comments, just login, select, and let Nadine and Lisa spread the word. #sustainability

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Netflix streaming was one of Amazon Web Services (AWS) early success stories and proofs of concept (I'll drop a link in the comments). "Amy Reinhard, the company’s president of advertising, was clear: Netflix will roll out a proprietary ad tech platform by next year." Could Netflix in-house #adtech be the next Netflix <> AWS collab? There's history there and this could be a major win for proving the value of AWS for Advertising out in the wild... #adtech + #cloud = 🔥

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In The Times today, from a study of 800,000 patients in the US - this has been supported by other research studies over the years. I cited this fact five years ago in my 3PercentConference talk, 'The Future For White Men In Advertising', where I presented seven ways white men's lives will be vastly improved when they welcome in gender equality, diversity and inclusion, that are true for white men in every industry (re this particular finding, see No 4: "You'll be safer.") Watch my 30-minute talk here: https://lnkd.in/ezTekEuz

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