Rachelle Denton

📰 Read an interesting Mi3Australia article this morning: "Why aren’t more women in adland lining up for the top jobs?". It got me thinking, especially since I believe it missed a crucial point about the reality of women in leadership. Why aren't there more women in top leadership roles? It's not just the journey there - it's the battle once you've arrived. For women at the top, proving their worth is a relentless test, far more demanding than for their male counterparts. It's downright exhausting! 😓 Here’s a startling stat: Globally, women make up nearly half the workforce yet hold only 19% of top executive positions (Grant Thornton LLP (US) 2024). Why such a gap? In an industry riddled with egos and outdated hierarchies, simply surviving at the top is as tough as climbing there. 🏔️ This relentless grind might be why many talented women hesitate at the base of the ladder, questioning if the climb is worth the sacrifice. 🧗‍♀️ We need more than a numbers game! How can we reshape the path to leadership to be less daunting and more nurturing for women? I think that's the question we need to address. Have a read here and let me know what you think: https://lnkd.in/gsVrw2_7 #Leadership #GenderEquality #FemaleLeadership #WorkplaceCulture

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The stories we tell matter. And none more so than for people who yield significant influence, like icons of fashion Kate Moss and Sienna Miller. This is a brilliant piece by Tiffanie Darke addressing the troubling celebrity led, sequinned covered, cheaply made collections from Marks and Spencers x Sienna Miller; and Zara x Kate Moss. "Walk straight past Zara this Saturday and instead have a look for some of those vintage pieces that Kate loves in an actual vintage store. March into M&S and ask the counter staff why they are selling so much plastic when they have Plan B climate pledges all over their store walls. Say no to this crap. It might look nice in the ad campaign on those gorgeous women, but it won't feel nice in real life, either in your hand or in your spirit, as it comes with such a heavy toxic load. The average price of a Zara item is around £40, and The Harvard Business Review estimates it adds about 35,000 new styles each year. Over 50% of these pieces are made from indestructible polyester, and so these pieces are now overflowing out of landfills and recycling bins, to pile up in deserts and rivers and seas. Iconic posing is no longer enough - impact, meaning and purpose should be top of all our agenda in this age of multi-crisis. Or sourcing, science and circularity - Sienna and Kate could say to Zara and M&S that they want natural fabrics, or Tencel (a semi synthetic that biodegrades) or something in the collection that nods to a decent and fair wage for those that make it, or a way for the brand to recycle it when we're done with it. Imagine how influential and enlightening that would be for us, their legions of fans" Stories matter. Actions Matter. They could do so much better. Check out the full article in the link below. https://lnkd.in/eYxc2PmB

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MediaCat Magazine asked me to write about how important it is for brands/ads to be different. I started off by saying that it was essential, then realised 'different' needs to be couched in the familiar, otherwise it'll put people off. First find something we already know about, then twist it. https://lnkd.in/gdytvtBH #advertising #advertisingagency #copywriting #copywriter #artdirection #artdirector #creativity #creativedirector

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365 days of connecting brands with their customers IRL with Spacefor, while growing DEPARTMENT LTD 22% YOY. It's been a busy year with plenty of wins, challenges, lessons and observations. Some key insights and 'truths' from this journey: - Focus & energy are more important than time - Plan effectively and create routines - Delegate more - Say no - Make unconventional decisions - Include people on a journey 'Need to explore further' - an outtake from my weekly highlights back in May 2021 - is how it all began.

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Thanks Performance Marketing World for covering my snap thoughts on the proposed social media ban for U16s in Australia. “Has this really been thought through?” Only time will tell if this pay offs. The concerns are very real and action is merited, but my immediate feeling is that this is a blunt response to a complicated problem. It also completely ignores the community benefits of a better regulated social media. I hope I am wrong and the world will watch with interest as to how the legislation takes shape and is implemented, as its currently very light on detail. But as it stands i can only see more complexity, confusion and further consequences for a generation already struggling with them. You cant say it isn't bold though, which should I guess be applauded. Read my thoughts in full and also hear from: Quirine ter Poorten Modern Citizens, Tom Stone re:act & Marieke Dekker SUPERHEROES #socialmedia #advertising #australia #ausgov #ban #onlinesafety #legislation #influencermarketing THE FIFTH

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Nine has sent a press release updating Australia on the change happening following a dreadful year of exposés. It includes an Action Plan. It's a positive to put it out there. Some thoughts on next steps... Media Release: https://lnkd.in/gmwRkSpw Action Plan: https://lnkd.in/g7-AdBUw Nine universal Crisis ToDos: 1) Ensure short-term visible changes. Quick wins. Nine folks must see change, regularly. 2) Folks need to know now what the future looks like. What behaviours are expected? Keep comms simple, concise and repetitive; poorly written copy is your enemy. Use videos as powerful communication tools. 3) Put first things first. The Code of Conduct has not been updated (Action Plan #10). Why? A draft is an easy early win. 4) Keep moving curmudgeons on, those who say, “This is all b.s.”  5) The same goes for militants, for whom change well done is never good enough. 6) The Action Plan is dense and jargon-heavy, but the change fundamentals are simple. Internal comms must be clear. And get one of your many excellent journalists to red-pen your press releases. 7) To the Action Plan implementers: 1) Don’t confuse woke with substantive change. 2) View the large organisation as many small teams. They’re easier to change. Talk-up small-team success stories. 3) Don’t get distracted by detractors. There will be many. 4) This is stressful, manage that. 8) To the Board and senior leaders: 1) Be impatient. Don’t get sucked into the ‘This takes time’ mantra. Small changes lift morale quickly. 2) Live Nine’s future behaviours now. Walk the floor, folks notice. Even (unfortunately) how you dress matters. 3) Lean into success – Nine does great work so promote it. 9)Resourcing is an issue: limited dollars, people and time are your enemies.

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I love a great brand experience and yesterday was no exception. After four years of faithful service, I realised the battery on my Dyson vacuum cleaner was about to die. The thought filled me with terror, and I jumped online to order a new battery. You can do this because Dyson vacuum cleaners are not designed to be obsolete. It arrived a few days later, but I had ordered the wrong model. Stress levels increased again. So, I got on the phone (it's called customer service) and shared my distress. The woman on the other end put me at ease straight away. Before I knew it, she registered my machine; obviously, I'd missed that step. Then, she arranged a label to use to return the wrong battery and helped me order the correct battery. This was followed by a text message with a video explaining how to install the new battery. Bonus: The delivery charges were waived. Recognition: She also advised that I was eligible for a 20% discount on a new machine as a Dyson customer. The recognition is an incentive to replace my Dyson with another Dyson. It also drives direct sales through its website. Potentially delivering higher margins than retail sales. The customer experience is amazing, but a relevant and engaging brand story underpins it. If you're curious to know what a relevant and engaging brand story involves, DM me. #brandstories #brandstrategy #brandbabies #brandivine

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“Foot health and sustainability sound great, but we can’t afford to invest in them right now.” I hear you. Balancing cost with innovation is one of the toughest challenges brands face today. Prioritising foot health and sustainability can feel like a big investment, especially in a competitive market. But here’s the reality: ✅ Not investing in these areas now could cost you more in the long run. Why? Parents are looking for trust. Nearly 90% of parents prefer brands that prioritise foot health and sustainability—without it, you risk losing their loyalty. Repeat customers are essential. A child needs 20 pairs of shoes by age 10. That’s 20 chances to secure sales—but only if your shoes align with their needs. ✅ The good news? You don’t need to overhaul your entire collection to make a big impact. Start small: Simple adjustments like flexible soles, removable insoles, or durable materials can improve foot health and sustainability without breaking the bank. I help brands implement smart, cost-effective changes that drive sales and build trust. To future-proof your brand in small, strategic steps, create shoes that kids and parents love. (Image created in Midjourney by Future-Fantastic-Footwear) #EcoKids #HealthyFeet #FutureProofDesign #SustainableFootwear #KidsShoes

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Brands & Culture: An Intricate Dance 💃 The bond between brands and culture is a dance of complexity and intrigue. Brands shape culture while being shaped by it, creating a fascinating two-way street where perception and experience play a major role. ✨ Cultural Reflection: Brands mirror the values and quirks of their cultural backdrop. ✨ Cultural Impact: Brands influence culture by sparking new trends and promoting attitudes that become part of the cultural tapestry. ✨ Cultural Trailblazing: Brands push cultural boundaries, pioneering fresh concepts and challenging traditional norms. Let's peek at the star of the show: 🍫 Lacta, the iconic Greek milk chocolate brand. This symbol of 💕 love and everyday joys has collected over 160 global marketing accolades, including a few Cannes Lions and a Gold European Effie. Lacta is synonymous with love and connection. Gone are the days of handwritten 💌 letters, with messaging apps taking the lead and making our expressions more direct and casual. Keep calm, we've got this! Lacta, ever in tune with the cultural pulse, embraced the AI revolution with its "AI Love You" web app. This groundbreaking tool allowed people to whip up personalized love letters in seconds. All it took was inputting who you want to share love with and why, and your custom letter was ready to go! Recipients could view their AR magic moment by scanning a Lacta pack. The results were nothing short of mind-blowing! Over 200,000 love letters were sent, +1.8pp market share boost and a 40%+ revenue increase for Lacta. The Mondelez Europe gold digital award recognized Lacta’s 'AI Love You' campaign as the latest example of the brand's innovative prowess. The campaign proved that letter-writing is still alive and kicking, thanks to Lacta's thoughtful nudge. 💌 🍫 In a nutshell, the interplay between brands and culture is a dynamic give-and-take where brands draw inspiration from the cultural scene while leaving their own mark. It's a key ingredient in a brand's recipe for success and longevity. BRAVO team for your collective creative excellence 👏: Thomas Alexopoulos, Vasileia Leoni, Lia Garagani, Katerina Pantelopoulou, Ogilvy Greece, Panos Sambrakos, Angeliki Kornelatou, Katerina Androuli, Christina Alifakioti, Elena Vlagouli, Rania Davveta, Aristi Papadimitriou #teamMDLZ #AI #embracingAI #culture #brands #marketingexcellence #IloveLacta

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🤯My Pros & Cons lists (uncensored) from working for global advertising agencies in the early 2000s. I did 9 years in big agencies in London & Auckland. Sometimes I loved it. 💜 Sometimes I had to roll my eyes. 👀 PROS: 🧠 I worked with some uber-talented folk who were incredibly clever from creative to business minds. 😍 I found a tribe of good people where I felt I belonged. They were the quirky and clever outliers (my favourite kind of people). 🎓 Learned real-life lessons about business and marketing, that I still benefit from today. ☕️ There is ALWAYS a good espresso machine on hand. 🎤 Working on pitches - I used to love doing these. CONS: 🕰️ Brutally long hours. 😩 Arrogant people – they are in every industry, but I did work with my fair share. I learned the higher the level of arrogance, the lower emotional intelligence. 🍻Alcohol – how to get people to work night after night? Ply them with alcohol. Drinking culture was rife, it is hopefully different now because that sh*t breaks people in the end. 🌟 Every work experience there are pros and cons. It's how you decide to work inside of that industry that makes the difference. But for anyone interested in a career in marketing, doing the hard yards in a big advertising agency is the best training you can do. What are the pros and cons of your industry, I would love to compare? 🤔 #traininground #marketingcareers #workculture

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🏳️‍🌈🏳️‍⚧️🫶🏼To all the LGBTQ2S+ allies who, when asked by their clients to create a #Pride post, responded with, “Absolutely, can you tell me what the brand does to support the community?”—thank you. Challenging clients and rejecting showmanship and pink washing is crucial. I love seeing all the rainbows 🌈 and Pride posts, but what truly matters is a brand standing up and showing genuine support for their employees and customers. However, these days - Real support is what makes a difference. As for this new wave of “fear of bigoted backlash” let’s do what strategists do best, look at the numbers! 📈👨🏼‍💻- Take Marlon Wayans, for example. He caused an “uproar” after posting a happy Pride message to support his trans child. The headline read, “Marlon loses thousands of fans due to Pride post,” but in reality, he lost just 10,000 out of his 7 million followers—only 0.14%. That’s negligible compared to the support and love he garnered, deepening his public persona as a great, supportive father. So, if you’re brave enough 💪🏽 to say something, ensure there’s real effort behind it. And if you fear losing share or followers, remember that those small-minded individuals aren’t paying your bills. “And honey, if they ain’t paying yo bills, pay them no mind!” Real courage and genuine support always win. Shout out to a few great brands that do real work with the community: IKEA, Starbucks, adidas - to read what they do check out this link: https://lnkd.in/g9UYQ_db Happy pride from my chosen and real family to you and your loved ones 🏳️‍⚧️❤️🏳️‍🌈 #Pinkwashing #lgbtq #Pride #DEI #Marketing #Advertising #PR #SocialMedia #media #brand #strategy #SlayMama #BootsTheHouseDown

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As a brand consultant and a person who's also very passionate about well being, I am always on the look out for new trends and how my two passions intersect. Right now we are seeing a world of great polarisation with more human consciousness and more hyper optimisation being sought at the same time. The wellness world reflects what is going on globally and has become a place of extremes with Biohacking and synthetic humans on the one side and the JOLO (the joy of logging off) crowd on the other. One would assume that the next generation would always lean into technology, and they are in many ways. They want technology to make their lives easier but they are also embracing real life, real world connection. Coming off the back of the isolation experienced during Covid and how much that affected young people, they are now looking for more real human connection. What's happening now with all the chaos and financial instability is that young people are looking at the more traditional milestones like getting married, buying a house, having children etc and they are reexamining them and thinking to themselves 'How can I live my most fulfilling life? Is it really those things I want or is it something else?' They are looking for a more intentional way of living. They're looking for those wellness experiences that enhance every facet of their life where they can embrace a slower and more intentional way of life. In terms of travel and tourism trends, people are seeking more transcendent travel, creating a feeling of awe and mesmerising experiences by deeply connecting to nature which speaks to the notion of us wanting to disconnect from technology and connect to nature whether it's being in the forrest or the current trend of 'wild swimming' engaging all our senses to have a transcendent mind, body, spirit experience. We're seeing more digital detox retreats as people desire to take back control of their own wellbeing and defining it on their own terms. Wellness has to rebrand itself as a place of disconnection once again. In the workplace on the other hand we're seeing how AI and wellbeing are coming together and AI being more of a work companion. What's important is that it is all done with love and compassion and the tools we develop are truly complimentary to real life connecting people and are not just there to tick the box but to create a more engaged and satisfied, happier workforce.

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🙏🔥THE WORLD’S BEST AD SCHOOL IS NOW FREE🔥🙏 *My opinion but also fact… look at the alumni awards 🤯* Want to go to SCA for FREE!? Or are you an agency with people that want to switch over into the creative department? Whichever one it is, you can now get access to the most legendary masterclasses, briefs and talent on the Earth without spending a penny. I was at The School of Communication Arts and it changed my life. The mentors, the work, the support… it was unreal. When you get a chance like that, you grab it by the b***s! The arts is still lacking in so much funding, when it’s the thing we are going to need more than ever as we go into the future. Help keep the execution of imagination and creativity alive and get in touch with 👉 Marc Lewis 👈 Here’s just some of the absolute gold you can get: 💰 The programme is completely free - funded by the Apprenticeship Levy and is Level 7 accredited. *If you don’t spend it, the government takes it - stupid right!? So give it to SCA!* 🏆 The programme is delivered by the most awarded Ad school in the world *literally* 👨‍💻 Delivered over 22 months at the same time each week either by VR headset or online *it’s so friggin dope in there* 🎧 Everyone who joins gets a free VR headset - worth 💵💵 *I want one* ⚡️Everyone on the programme gets free weekly coaching by a whole range of award winning mentors - worth 💰💰 *think of the most iconic ad leaders… ✅ yep there on the list* In the second year, you choose what you master in from social to AI, art direction to copywriting, you choose, no limits. And a quote because like System1, SCA has tested the programme and guess what…it works really well…. "I have found doing this alongside my actual daily job. I’ve been able to really utilise the skills I’m learning. It stays with me, stays in my head. So I can directly apply that to the work I’m doing and I’ve already noticed work improving I’m so much more confident." *And breathe* Oh wait one more thing, please… 📲 SHARE, SUBSCRIBE and hit that LIKE button ❤️ let’s make this epic programme go viral, showing the government what creativity is actually made of… whilst keeping their filthy hands off the apprenticeship levy! 📲

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What. A Campaign. Scroll down the comments to see two other executions.

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Us PR peeps love a company milestone. It’s a chance to retell your brand story and bridge the gap between where you’ve come from and where you’re going. Here’s my seven steps to leveraging a company anniversary.... Company inceptions or product inventions are both a stepping off point to unlock media and new/existing audiences. Tapping into the warm fuzzy feelings of our past and serving up a great opportunity to surprise and delight the people who matter. I’ve done everything from anniversaries in jams, paints and visitor destinations. At the moment, the creative team at Democracy are working on a brand that’s about to mark 150 years in business. They’re a challenger brand with a super premium position and our brief is to set out their stall for the next 150 years. We’ve developed a brand strategy that takes into consideration how they appear, what they say, how they talk, and where they play. Our launch plan includes comms for customers, distributors, end users and internal audiences and there are plenty of moments designed to creatively ignite interest along the way. There are lots of creative ways to connect people with your past - from asking customers or influencers to reflect on their childhood/first memories of your business to unearthing  eyebrow raising marketing from the past. Give the campaign wider context, look at what was making the news, what people were watching on TV, what was the song that everyone was singing to? But sometimes the most interesting campaigns point more firmly to the future. Through a clever brand partnership that unlocks a new audience to some limited addition added value item developed in partnership with the right influencer. So, if you have a milestone coming up in the next 18 months, ask yourself: 💡 How could this milestone help us to achieve our overall business goals now and catapult us forwards for the future? Who are the people I want to know about this? 💡 Who influences them and how can I best reach them? 💡 What is the core message I want to land with those people?  💡 Look back into your past to discover what was happening in the world when this business began, uncover the wider cultural moments that will drive warm feels of nostalgia for our customers 💡 How can I use this to excite the people who matter most to us? 💡 How will I know if I’ve done a good job? How will I measure success? Image: When Democracy turned 10 we threw a thank you party for the people who had helped us get there. Our all important team (both past and present), clients and people who helped us over the years. With a huge amount of effort, I managed to surprise EVERYONE with a slot from Mr Wilson’s Second Liners with their brass 90s classics. Awesome!

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Well done (without AI)

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Last week was proof positive of the power of humans looking after humans. I don’t think we really understood how effective this was going to be. What blew me away was the profound impact the experience had on mentors as well as our mentees. Genuinely proud to be part of the IMAA - Independent Media Agencies Australia and making a real difference #IMAA #femaleleadership #mentoring #independent #thegrowthagency #growth https://lnkd.in/gBSZU94j

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Social media ban or social media band-aid? It’s happened. Australia is now the first country to adopt a social media ban for those under 16. It’s going to be polarising – no doubt about it. But here’s the thing: this ban really shouldn’t have been necessary in the first place. We’ve waited too long to address the problem, and now we’ve ended up with a band-aid solution. Mine is a feeling of frustration, because I’ve watched the negative influence and impact of social media run unchecked for years. We collectively did f*ck all about it. And yes, while mental health issues have many contributors – trauma, family violence, poverty – social media is like petrol added to those flames. As a parent, I’ve seen firsthand how pervasive and disruptive social media can be. Many of my 12-year-old daughter’s peers are on TikTok and Snapchat well into the small hours of the morning, either because their parents don’t know or choose to turn a blind eye. Teenage girls’ perception of body image is being negatively distorted and skewed wildly in a shockingly short amount of time. Teenage boys are being exposed to a new wave of toxic masculinity that has no place in our society. This ban reflects failures on multiple fronts: Parents, schools, and governments haven’t had the education, tools, or collective will to truly understand the impact or intervene earlier. Social media companies have completely abdicated accountability, prioritising profit over safeguarding young users. Brands, marketers, and influencers have fuelled the machine to meet their own ends – often using dishonest or disingenuous tactics. Healthcare professionals have been ignored or dismissed, despite their warnings. Social media companies have been left to run wild, and governments around the world have let them. The challenge now is that teenagers’ social lives are so deeply intertwined with these platforms that cutting the cord won’t be without its own set of problems. And let’s be honest, teenagers are resourceful – they’ll find ways to get around the ban. To me, the most important aspect of the ban isn’t the ban itself, but the proper discourse we’re finally having about social media and its potential harm. It’s giving us all a reason to have a long and overdue conversation with our kids about social media – the harm it can cause, and how to engage with it safely. And hopefully, this isn’t just a one-off conversation but an open and ongoing dialogue. Social media can be a source of great connection, but it’s also capable of creating immense harm. #SocialMediaBan #DigitalWellbeing #SocialMediaAgeLimit

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