Bruno Lambertini

For the 'Better Matches' campaign, SEEK partnered with Talon Creative (Naga DDB Tribal) to create a series of animated animal videos, which depicts a giraffe, a lion and a sloth working in mismatched jobs that do not align with their inherent traits, leading to unforeseen consequences. Jane Cruz-Walker, chief marketing officer for Asia at SEEK, said, “We are thrilled to unveil the launch of ‘Better Matches,’ an engaging and lighthearted campaign that underscores our commitment to enhancing and streamlining the hiring process. In Singapore’s dynamic job market, where talent acquisition is increasingly competitive, our new platform leverages AI technology to facilitate relevant job matches between employers and talent.” #marketingcampaign #advertising #jobplatform ------ -[Awards] MARKETECH APAC is launching its inaugural "Marketing Technology Awards" where we recognise the groundbreaking achievements in marketing technology, uniting the brands and tech organisations within the region’s marketing community. Learn how your brand can be a part of it by checking it more details HERE: https://bit.ly/3SVtoIa -[Industry Series] We have launched our latest industry initiative "E-commerce Marketing Series" where we aim to equip businesses with the latest strategies and insights to navigate the dynamic world of e-commerce, as well as discuss cutting-edge concepts, trends, and case studies shaping the future of online commerce. Learn how you can be part of this industry discussion by checking out more details here: https://bit.ly/4aiMEX4 -[Report] Learn how brands can strategically implement conversational commerce and leverage these platforms to craft exceptional and personalized customer experiences in this in-depth report: https://bit.ly/3SSKVCG

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Great and provocative read on Liquid Deaths’s success story. So many insights and examples which are relevant for FMCG challenger brands as well. Mark Ritson claims that “… if you step back and look at the original ‘four Ps’, it is almost impossible not to acknowledge that while the promotional P has its place, the product P is invariably the most important tactical consideration. Shitty marketing can surely kill a great product, but without a successful, product even the best marketing does little other than speed its own demise.” And I fully agree (see my earlier post for details) - so if you’re not yet following Mark, do it asap. It’s worth it (and entertaining). #challengerbrands #productlaunches #offlineretail

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With a world focused on instant gratification sometimes the importance of consistent brand presence goes unnoticed. Chief Brand Officers are the unsung heroes that keep the ship from hitting that iceberg. This is a good read if you are interested in finding out how instrumental branding is to your success.

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So more and more brands are in-housing their marketing mix modeling operations into a central team, or a Center of Excellence, managing the MMM projects for all the markets they operate in.  And it makes sense. From the global HQ perspective, this setup provides a unified dashboard to compare and optimize media budgets across countries. Within each country, further optimization can be done to determine the best channels and media investments.  So reporting, KPIs, measurement, and optimization are aligned because it is done by a single team. However, where this approach could go wrong is when the local marketing teams are not involved in the decision-making process.  They might see the central team as imposing strategies without considering local conditions & insights, then impose data requirements and deadlines on them.  This just leads to friction, delays and resistance in data sharing and implementation of recommendations. The focus needs to be on the ADOPTION of MMM results. That is the end in mind.  This is why I recommend an iterative approach to MMM implementation.  In the iterative approach, we make sure the local teams’ perspectives are taken into account as part of the MMM model iterations.  We listen to what they say and take into consideration their hypotheses when it comes to finalizing the results. They are part of the process, and the results are shaped with their perspectives in mind.  So when it comes to adopting these results, you get something that is already adopted by the local teams because they have been part of the journey.  Adoption is key. You need to win that battle first. Otherwise, you'll be spending millions of dollars on MMM and nobody in the local marketing teams will be applying them because they don't feel that it represents their reality.  

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#CauseAndEffect #BurdenOfProof #BetterSafeThanSorry Unsolicited advice for advertisers making claims about net-zero emissions, bamboo products, or recyclability: Until there is clarity on what qualifies as an “internationally recognized methodology,” it’s probably best to stop making environmental claims - not just in the oil and gas sector -, or have a chat with legal.

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Thanks to Cindy Gallop for sharing this important article from Lindsay Rittenhouse and Ad Age. It is not the first time they have written about this problem and sadly, I doubt it will be the last, but I do honestly believe that any conversation about ageism is a good thing and I was happy to be included in this one. And, I was especially thrilled to see so many important voices sharing their insights and ideas. Ageism is the one form of discrimination that can (and likely will) impact each and every one of us. But, it is also a problem we can solve -- or we can at least make better progress towards solving. Doing so will require erasing ageist stereotypes from our thinking and from our behavior. If businesses want to create an industry-leading workforce (and who doesn't) they must be just as committed to creating an "agenostic," multi-generational workplace. For the first time in history, there are five (!) generations of talent ready to go. I know from my years in the agency business, nothing was as much fun to work on as a big, hairy audacious, seemingly impossible, client brief. Consider yourselves briefed on ageism, agency world. Get after this. https://lnkd.in/g2Ge9Kmm

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Coachella: a cautionary tale for brands. Despite its star-studded lineups and passionate attendees (we see you, Taylor Swift!), the festival recently hit a sour note with a record-breaking lack of interest. Over the years, Coachella went from music fest to brand extravaganza. Brands, eager to be 'cool,' splurged on everything from art installations to VIP parties, reaping short-term benefits and boosting Coachella's visibility as a marketing benchmark. But nothing lasts forever, and now they're facing the music. What does Coachella stand for today? What legacy has it created? Without clear guidelines for partnerships, space usage, and participation - letting people use it the way they saw fit - Coachella's brand has been diluted away. Brands, take note: protecting your equity goes beyond logos. Comprehensive guidelines should cover employee conduct, decor, and partnership strategies, ensuring a cohesive brand experience. Coachella can bounce back, but it will take deep reflection before next year's lineup announcement to reclaim the essence that made it special to begin with. #Coachella #Brand #BrandExperience

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Dentsu is revving up its engines and taking no prisoners with the promotion of Stephen Kiely to CEO of Tag Americas. After 18 years of strutting his stuff in the dentsu arena, Kiely is now at the helm of a company that was snatched up for a jaw-dropping $678 million. Talk about a pricey dinner date! Dentsu isn’t just playing around; they’re betting big on Kiely to expand Tag’s reach across the U.S., Canada, and Latin America. Now, if you think stepping into the CEO role of Tag is just another nine-to-five gig, think again. Kiely will be wrestling with the increasing demands for tech-enabled and AI-integrated creative production—basically, he’s being asked to juggle flaming swords while riding a unicycle on a tightrope. In his own words, Kiely noted, “The market is energized by the combined power of Tag and dentsu. We've already seen the success of this winning value proposition.” Let’s hope he’s not just blowing smoke. But don’t let his polished corporate persona fool you. Kiely isn’t just about boardroom banter; he’s got a mission. He’s tasked with transforming Tag into a creative powerhouse, and he seems ready to roll up his sleeves and get dirty—figuratively speaking, of course. He mentioned that “our ambition is to add to that commitment of not only delivering best-in-class brand but of performance capabilities too.” You can practically hear the sound of his eyes rolling as he puts on his ‘let’s-get-it-done’ cap. The leadership shakeup doesn't end with Kiely. Patrick Hounsell is stepping into the role of CEO of Dentsu Canada, ensuring the company remains a beacon of innovation—probably while wearing a cape and spandex. With over 25 years of experience, Hounsell is tasked with building on the momentum created by Kiely, proving that these two are more like a dynamic duo than mere colleagues. As Dentsu continues to push the envelope, one can’t help but wonder: is this corporate reshuffling merely a game of musical chairs, or are they actually onto something? With the advertising landscape morphing faster than your cousin’s relationship status on Facebook, brands need leaders who can keep up. In a world where clients crave innovation like toddlers crave candy, Kiely and Hounsell are gearing up to serve it hot. And in a humorous twist that only someone in the advertising biz could appreciate, I’ll leave you with this cheeky nugget: “In the world of advertising, if you're not growing, you're just compost.” That’s right, Stephen—let’s hope you’re more of a sprout than a pile of rotting leaves. Toby Codrington Michael Komasinski Pete Stein Robert Ryan McHardy Steve Nickerson Sheri Wilson

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Brilliant and informative insight on Latin America from my fab colleague Malex Salamanques Amiel. Want to better understand why Latin America should be viewed as a "world of many worlds"? Want to understand the benefits of chaos and multiple systems? Read on and please get in touch!!!

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Patrick Horbas and Eric Hansen provide some context for BBDO MW's new work for Hormel Foods' innovation, Planters Duos. I like the ads, and I love the product. See The Clios Muse article below. #snacking #foodmarketing #innovation #nuts #creative #advertising

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My latest blog on the rise of digital media and the demise of long-term thinking. They don't need to be mutually exclusive. We live in a polarized, black and white age, e.g., "Everyone who doesn't agree with me is evil." Marketers seem to be reactionary in the same way: If I can do quant, why do I need qual? If I can increase sales with stunts and (sometimes) tactics that are disconnected from my brand, why wait around a few years? Especially considering the short tenures of most marketing marketing positions today. https://lnkd.in/em_TyFX6

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To redefine #brandsafety we must accept that the human experience is messy, complex and real. Authenticity should be seen as an asset, not a risk. We must speak in a way that isn't sanitized or synthesized by AI. Because as humans in a digital world, we all want a little more of what makes us real. https://lnkd.in/edhkJ7_4

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Here is my giant face and some original thoughts on the role and potency of Brand Experience. https://lnkd.in/gTvpwrpz Love to here what you think. - #strategy #branding

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This is a VERY IMPORTANT READ - please repost (gift link): “Our industry is ageist as f*ck,” said Cindy Gallop. Gallop recalled a Fishbowl survey several years ago that asked industry professionals when they first experienced ageism. “Literally, the answers began in the early 30s; that was when people felt ageism kicking in.” .... Lisa Balser • Creative Director • Brand Coach • Certified Diversity Executive® • Author said, “I have personally experienced direct comments; I was called grandma by a direct report who was 24 years old when I was 30.” ... Many older professionals have been working with AI for 10 years and are “pioneering” the technology, argued William Charnock Five0 Consulting. “Especially if you’re young, this transition we’re in as an industry is totally new,” Charnock said. “It’s not. We’ve been through these transitions before. I’m 58 and I’ve evolved 10 times in my career.” .... There is the argument that, when companies need to cut costs, some of the people most vulnerable are those with higher salaries. But, at the same time, Balser said agencies are not hiring older professionals even when they agree to lower salaries, which they currently are. She said she’s seen older executives making $175,000 a year apply for jobs that are offering $100,000 a year or lower, and then they’re being told that they’re overqualified. Another indicator of ageism to some, including Edward Cotton and Balser, is that agencies are requiring fewer years of experience for senior executive roles. .. Gallop said one of the best skills an older employee brings to an organization is a sense of tranquility in tough times or periods of mass disruption, which is what the industry is currently undergoing. She said that as a young agency professional, she’d look to the senior executives in tense meetings or pitches, who always maintained a sense of calm, and that was something she strove to emulate as she climbed the ladder. “I’ve done a ton of pitches at BBH London BBH USA, where [agency founder] Sir John Hegarty was always the one joking and laughing and making sure that everyone decompressed,” Gallop said, adding that whenever young employees feel like “the sky is falling,” an older executive is there to reassure them it isn’t.' .. Gallop suggested eight ways the industry could end ageism in an Ad Age op-ed in 2019 including reshaping culture away from just focusing on the youth, using data to make the case for marketing to older consumers and encouraging every professional to publicly post their age across social media, thereby owning it. She said she hasn’t seen any results, more than five years later.' With great input and insights from Christie Cordes, Tony Stanol Simon Fairweather Sasha Martens Gian Carlo Lanfranco Greg Collins Patti Temple Rocks Lindsay Rittenhouse Ad Age https://lnkd.in/eam3KBC8 #LiveOlder #SayYourAge

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I shared our new partnership with Nano Interactive yesterday…and already we can see proof of the value for Brand Advertisers as detailed in this case study involving The HEINEKEN Company. It exemplifies a significant advancement in ID-free targeting solutions for CPG advertisers. This collaboration has proven its value by enhancing brand metrics and driving substantial ROI through a pilot campaign with Heineken, focusing on the Cruzcampo beer brand in the UK. Key Outcomes of the Cruzcampo Campaign for Heineken Enhanced Brand Awareness and Market Penetration •           The partnership's pilot campaign with Heineken aimed to increase brand awareness and market penetration for Cruzcampo, a relatively new beer brand in the UK market. By leveraging Nano’s ID-free Intent Personas and Circana’s ProScores™ data, the campaign effectively targeted potential customers in a privacy-friendly manner
 Significant Return on Investment (ROI): • The use of sophisticated modeling techniques and real-time consumer journey data allowed for precise targeting and optimization of campaign spend. This strategic approach led to an ROI that exceeded the set benchmark by 43%, demonstrating the financial viability and effectiveness of the partnership
 Improved Consumer Consideration: • The campaign not only focused on enhancing brand visibility but also aimed at increasing consumer consideration for Cruzcampo. By utilizing in-store shopper sales data, Nano and Circana were able to measure brand uplift and adjust their strategies to maximize impact on consumer perception and buying behavior
 Strategic Implications for CPG Advertisers The success of the Nano and Circana partnership through the Heineken case study provides several strategic insights for CPG advertisers: • Privacy-Friendly Targeting: In an era where consumer privacy concerns are paramount, the ability to deliver effective advertising without relying on personal identifiers is a significant advantage. This approach aligns with current data protection regulations and consumer expectations
 • Data-Driven Decision Making: The integration of Circana’s PoS data with Nano’s contextual analysis tools enables advertisers to make informed decisions based on comprehensive market insights. This data-driven approach ensures that advertising spend is optimized for maximum effectiveness
 • Scalability Across Markets: The demonstrated success of the pilot campaign suggests that this ID-free targeting solution can be scaled across different markets and brands within the CPG sector. This scalability makes it a versatile tool for global CPG companies looking to enhance their advertising strategies https://lnkd.in/ghXtrx3U


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Ellis Verdi brilliantly captures the creative heartbeat of advertising, reminding us that data alone can’t replace the magic of great ideas. His insights on the industry’s shift from genuine creativity to data-driven conformity resonate deeply. As Verdi notes, when creativity is sidelined, brands pay the price. It’s a call to reintegrate imagination into our strategies for lasting impact. Kudos to Ellis for championing creativity’s role in making brands not just seen, but unforgettable. https://lnkd.in/eeK-ASFJ

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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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Measuring brand campaigns against the same metrics as performance campaigns is like trying to measure the depth of the ocean with a ruler. 🫠 I enjoyed this article about Hasbro’s “splitsies” approach to balancing brand and performance media, because brands sometimes mistakenly conflate the two, expecting brand to yield the same immediate results as performance. Spoiler: It’s not a fair comparison. “I’m not going to throw ROAS on a brand media campaign – unless I want the CFO to say, ‘Hey, why are you running advertising at all?’ Burch joked.” Because brand marketing is about long-term influence, shaping perception, and building trust and awareness, its impact isn’t necessarily a straight line to conversion. It’s about creating a meaningful connection with your audience, which, frustratingly, doesn’t always show up in a neat, monthly report. Brand marketing is a slow cooker and requires more patience—there are a number of ways to measure its impact, but it’s not as cut and dried as the more immediate metrics of performance marketing, like clicks, conversions, and ROI. Brand ultimately helps Performance work more effectively, just like planting and carefully tending a garden can lead to a great harvest. #BrandStrategy #Marketing #Branding #LongTermGrowth #PerformanceMarketing

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