Michael Marckx

Ready to dust off your jack-o-lanterns? Liquid Death and Yeti team up on a "Casket Cooler"—a spooky, (literally) chilling addition to any holiday party. This adds to the list of bold statements released by Liquid Death this year, excited to see how the upcoming season introduces more themed collabs! #ConsumerTrends #BrandCollab #BrandStrategy

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The charts overfloweth. For the bike market I hope overall retail spending continues to grow. Strong demand through 2024 will be really healthy for the market. If it is going to slow, I hope it is a gradual slowdown and not something sharp driven by external factors. Some standouts for me: Ecommerce sales growth continues to wildly outpace overall retail and now makes up 17% of total retail sales. Used car market is showing growth in large part driven by falling prices. Our data shows something similar for the mountain bike category. Multi-year trend in home improvement, garden, sporting goods, and electronics has parallels to bikes. Some of the speculation about what's driving spending (job market, immigration, investment returns) are interesting.

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Why We Play the Game Some interesting sports nuggets coming from Horowitz research that portends some significant growth for younger-than-cable/broadcast (basically, under 49) audiences via the new Venu streaming service. 🏈 Per Horowitz, 58% of sports viewers 18-34 and 57% of 35-49 yo indicated a likelihood to subscribe to Venu. (In all, 42% of 2,008 surveyed U.S. adults who identified themselves as "sports viewers" said they'll "likely" or "very likely" subscribe to Venu Sports, Horowitz said.) 🏈 🏈 This is decidedly good news for the service and validates the Venu Triumvirate’s move to future proof their business since 74% of cable subs cite ESPN as a “must have” and 48% of adults said that ESPN was important to their enjoyment of cable, more than any other channel (https://lnkd.in/gUJpccYR). 💥 But to put this into some perspective, Harris Poll research indicates only 35% of Millennials and GenZers watch sports on live broadcast (https://lnkd.in/g2fmbqtt). While this may not be quite an apples to apples (especially since Venu hasn't even launched), Morning Consult's extensive sports research indicates 52% GenZers say watching sports it’s not an important part of being a fan (https://lnkd.in/gujHRgDV). Foul the play or a second half comeback? I am betting on the latter if the Venu team understands how to engage the Zillenial fanbase in a meaningful way (ahem). Its gonna be a good game, that is for sure. https://lnkd.in/gCdPUGQe

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The California Endowment's Media plan has made an impact for California, including: *the lowest vaping rate in the United States, * 42% decrease in lung cancer and * $500 billion saved in healthcare cost! Their media plan wisely included key #OOH placements surrounding key sports/concert venues like Golden 1 Center, near the #CaliforniaStateCapitol; thereby reaching the perfect target demo attending concerts and National Basketball Association (NBA) games, as well as, all #Legislators at the Capitol. The right place at the right time. End Tobacco damage Now...UNDO. Delta Media, Sutter Health, Kaiser Permanente, Western Health Advantage, Dignity Health, California Department of Public Health, California Department of Health Care Services

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I’m here for so many elements of the BBL-Drizzy story… 🥩The beef between Drake and Kendrick that has done so much to put hip hop back on the mainstream cultural radar 💨The prodigious speed and quality of their output 👍The extent to which the world has not just observed but participated via memes, social commentary, their own musical contributions 🤖And now the first cleared sample (by Metro Boomin) from an AI-generated track raising vexing questions about whether that IP is owned by comedian King Willonius who wrote the lyrics and ‘generated’ the melody, the platform Udio whose tech enabled this or the thousands (millions?!) of artists on whose work it was trained 🤯 Ultimately this feels like a sign of our relentlessly paced times. As Billbaord comments… “AI samples offer a solution for musicians in today’s relentless online news cycle. While [Willonius] has made plenty of songs from scratch before, he says AI offered him the chance to respond in real-time to the breakneck pace of the feud between Drake and Kendrick. “I never could’ve done that without AI tools… It’s good for when you dig and can’t find the right fit. Now, you can also try to just generate new ideas that sound like old soul samples.” https://lnkd.in/ekY-AsiK #AI #Creativity #Drakebeef

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Are you prepared to get fired? You should be. This week, here in the SF Bay Area, media watchers are buzzing about some high-profile sports radio announcers who got the axe, unexpectedly. Including a guy who’d been on the air for 28 years and, arguably, help build the station. The economics of legacy media are a $#!& show, so cuts are hardly a surprise. But when big-name talent with highly-rated shows aren’t safe, it’s a good reminder that the nobody has job security. Even if everything seems rosy with your current gig, you should take steps to prepare yourself for your next one. Four tips: → Get your site together. Regardless of what you do, you should have a “portfolio site.” More than a resume, it’s a site that collects achievements and shows your work. (Non-creative types, you should have site/portfolio, too!) Grab copies of your work, decks, and performance metrics NOW before you lose access to the server. Don’t wait until you need it; build now and maintain as you go. → Build your personal brand. (I know, it’s cringe. But it’s the way of the world.) You don’t have to be a prolific LinkedIn poster, but you need to consider who you are professionally and what value you bring to the table. Find avenues to demonstrate that value. Identify 3-4 ways a year you can “get out there” and show your stuff. Maybe that’s creating your own projects, sharing work on your social channels, writing an article, speaking at a conference, starting a side hustle. → ABCYN. Always Be Cultivating Your Network. You don’t have to do this in a sleazy sales-y sort of way, but you’re going to NEED the help of your connections at various points of your career. So make those connections. Grab coffee. Drop notes. Congratulate people when you see them do something awesome. Offer help to others. Be genuine, but make an effort to reach out. → Take the interview. Even if you love your job, you should always see what’s out there and keep your options open. It’s helps keep your interview chops sharp and it helps you understand your current value in the marketplace. You don’t have to lead ‘em on—if you’re not a serious candidate after the first meeting, you can withdraw your name. It's still worth it. “But I’m super busy with projects for my current employer. I don’t have time for all this.” YOUR career is at least as important as the work you’re doing for somebody else. Invest some time in yourself. Don’t wait for that unexpected meeting with your manager and HR to pop onto your calendar before you get your act together. P.S. Seriously, if you don't have an up-to-date portfolio site, do SOMETHING today to move the ball forward. Buy the URL. Write down the 2-3 projects you'd want to include. Pull the assets off the server that you'll need. Take a micro-step toward taking charge of your career. Do it!

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Interesting article that caught my eye yesterday. The tide has been shifting for years in the core four sports categories but it beginning to evolve to rising sports properties like surfing, endurance sports, and motorsports. Some brands put their emphasis on mass market reach by dedicating their budgets for tier 1 talent but without the authenticity exchange - how can consumers really buy in? Rare exceptions exist but the assets that go beyond photo shoots, social endorsements, and big contracts are becoming the norm and all parties are benefiting from it. As a brand, truly ask your team “why” when onboarding new ambassadors, athletes, or influencers. It matters. Athelo Group #sportsmarketing #athletemanagement https://lnkd.in/et2gc9Xb

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🌿 Embrace the Journey with Mad Hippie & ReFresh Talent Agency 🌿 We recently had the incredible opportunity to collaborate with Mad Hippie, a brand that’s not just about skincare, but about making the world a better place—one small step at a time. 🌍💚 Our latest experiential marketing campaign was all about bringing the essence of Mad Hippie to the streets—literally! We wanted to embody their philosophy of freedom, simplicity, and love for the planet by creating an experience that resonates with their core values. From handing out samples to engaging with the community, we focused on spreading the message of clean, ethical beauty. A special shout-out to Chris Franklin from Mad Hippie! Your vision, dedication, and passion made this collaboration not only successful but truly enjoyable. We’re incredibly grateful for the opportunity to work with you and to support Mad Hippie’s mission of spreading love, health, and self-confidence through clean beauty. 🌟 Check out the video below to see how we helped bring Mad Hippie’s brand to life in a fun and engaging way. If you're a brand looking to connect with your audience on a deeper level, let’s chat about how we can do the same for you! #MadHippie #CleanBeauty #ExperientialMarketing #BrandActivation #SustainableLiving #MarketingStrategy

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Hey Bay Area! In 2010, the Warriors started on a journey to transform from a basketball team into a larger sports media and entertainment company. Learn how the organization is reshaping its IT and data operations as well as redefining how it delivers digital experiences for its fans. #GoogleCloud #FanExperiences #genAI

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Eye-opening, thought-provoking presentations and discussion yesterday at Sustainable Brands 2024 San Diego session on “Quantifying and reducing GHG emissions from marketing and advertising workstreams.” Industry and data experts explored the framework and methodology used to estimate brands’ greenhouse gas emissions, as well as some early days strategies and tactics for making differences. The excellent roster of speakers included Bill Wescott, Managing Partner at BrainOxygen LLC, Rachel Schnorr, Ad Net Zero’s USA Membership Director, Martin Bryan, Global Chief Sustainability Officer for IPG Mediabrands, Jason Melbourne, Chief Data Officer at Fairglow, and Kelly A. Burton, Founder and CEO of The ESG Shop, who moderated the panel discussion and Q&A. Key takeaways:  - Estimates are that when it comes to digital advertising, media delivery accounts for 55% of attributable GHG emissions.  - Measurement is a critical first step, and soon will be table stakes for all members of the digital media and marketing supply chain. - Sustainability and profitability are not enemies. They go hand in hand. Sightly is proud to be a member of Ad Net Zero US and to help drive real-time advertising and marketing outcomes for brands that value sustainability through our patented Brand Mentality® decision-intelligence platform. #SB24SanDiego #sustainability #brandmentality #decisionintelligence #contextualadvertising 

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GORP-core: Fashion Trend or Strategic Opportunity? The buzz around GORP-core has outdoor and performance brands buzzing—yet there’s a fine line between seizing an opportunity and falling into a trap. What started as a trend grounded in utility and function, but elevated by cultural pioneers, has led many brands to pivot toward a style-driven approach, catering to segments like the Luxury Lovers, Stormhunters, and Tastemakers. 🌍✨ But here’s the challenge: chasing style trends can push brands into a cycle of “what’s next?” 🔄 Without a solid anchor in performance and innovation, the focus on aesthetics can dilute authenticity, leaving core outdoor consumers—like the Functionalists (28% of the market)—questioning where the brand stands. When brands focus too heavily on lifestyle trends, they risk losing the trust of their largest and most loyal segment, those who value protection, performance and practicality. However, this shift doesn’t have to be negative. The key is balance. Brands can successfully expand their reach without alienating their core by staying true to what defines them—innovation, performance, and sustainability. Want to make sure your brand stays authentic and compelling 2025 and beyond? Let’s talk about how to craft a strategy that resonates—keeping you ahead of trends while staying true to who you are. Navigating these complex dynamics requires a clear strategy rooted in real consumer insights. At Above The Clouds Communication , we help brands find that balance—guiding them to make informed decisions on strategic marketing, messaging, and positioning to build long-term relevance and trust. In a time when consumer behaviors and trends shift rapidly, understanding what truly drives your audience is more critical than ever. Whether it’s embracing new opportunities or solidifying your core, it all starts with the right insights. #Outdoor #sports #Performance #BrandStrategy #GORPCore #OutdoorInnovation #Sustainability #FashionTrends #ispo #ispomunich #ispomunich2024 #strategy #marketing

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To anyone wishing to help the victims of the devastating Los Angeles wildfires, please be wary of scammers (unfortunately, this needs to be said.) Ensure your donations go to actual people affected and not scammers, with these two options: 1) GoFundMe.org has an official 2025 Wildfire Relief Fund, which they use to provide direct relief to people in need after a wildfire. The donations allow them to send critical cash grants quickly and directly to people who need them. https://lnkd.in/grvfgyYr 2) As well, they have also compiled a centralized hub of all VERIFIED fundraisers related to the LA wildfires, with those impacted by the Pacific Palisades, Hurst, and Eaton fires in the section nearest the top. https://lnkd.in/gpDhhwgv

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This is a big milestone for Outdoorlink—1,200+ organizations now rely on us to manage and monitor their lighting and assets! We’re proud to save them time, money, and headaches—so they can focus on what matters most. Here’s to the next chapter!

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This hits so true as we (I) determine what brands and people we want partner with at Doe-Anderson - the oldest indie agency in the US! "Independence registers in a deep sense of partnership. We treat our client’s success with the utmost care....any indie that considers pitching or running your business is investing its most precious and limited resources to do so—time, energy, focus, and heart." https://lnkd.in/gf9uf2iJ

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"The Q4 Partnership Paradox" October The scouting begins. What projects do I want to launch next year? Who can I work with for this? November The corporate mating season peaks. Annual planning + end-of-year optimism + unspent budgets. Spirits are high, like the holidays. December Fade into the peak holiday season when everyone is fattening up or on vacation. All partnerships forgotten. January Like New Year's resolutions, many of these partnership honeymoons fade faster than a January gym membership. The sobering up makes people realize it needs real work and immediately give up on it. Bottomline: Keep your enthusiasm strong but your conviction stronger.

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Liquid Death do not beat about the bush !!! Quite direct communication that comes like a slap to question marketing BS and get worldwide attention !!! Disruptive strategy in every aspect of it, bold moves and massive business success… I see in Europe a lot of brands cutting marketing budgets and ambition, while private labels take the share of market … Here a proof that strong marketing strategy leads to massive success ! Go for it ! Long live to the brands !! 💪🏼

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How many other agency folks out there take a look at a spot or campaign and think, I can almost hear the conversation that happened behind the scenes? I bet that brief was... I bet that client said... I bet that agency pushed... A behind the scenes we've been particularly fascinated by at Xpedition was the NBCU social / Gen Z strategy that catapulted my favorite Olympians and influencers (often both) into my phone across all the platforms over the last couple of weeks, very much by intentional design. With the wrong KPIs and brief, without a long-term outlook, without some bravery to depart from the traditional approach, it and the viewership that followed, could have been missed. Many briefs would say something like "Goal: increase Gen Z viewership on Peacock... drive ad sales...". And, in many cases that brief would result in the metrics reliable but uninspired digital media buy driving to Peacock with predictable though tempered results. Deliverable -> outcome. Instead, Lyndsay Signor, senior VP, consumer engagement, sports strategic marketing at NBCU spoke to a far more inspired goal, "...bringing the Olympics back into the cultural zeitgeist" and their, “broader marketing strategy of getting the Olympics in front of as many people as possible in a way that’s engaging—so that, ideally, they become lifelong fans if they aren’t already”. The strategy was entirely aimed at capturing the audience where they're already at with thoughtful partnerships across people and platforms. It created emotional, comedic, inspiring entertainment around the games and the athletes. It co-opted the NBC voice and spread it out across what must be one of the most strategic and thoughtful influencer networks executed. It did so without a predictable dependency on traditional ad buys, and notably without forcing it to happen on their platform alone, and the results were impressive. Yes, the Olympics are already an emotionally fueled moment, but without a change in approach (and if the Tokyo Olympics approach had repeated) it's not unreasonable to believe they could have been lost to an American generation unengaged by traditional broadcast platforms. How sad. For those of us writing briefs on behalf of brands, companies, clients or even your personal life statements, NBCU and their Gen Z strategy is a great source of inspiration for thinking beyond the "drive sales" goal, and even beyond our own products, platforms and companies, to something more inspiring and ultimately more impactful.

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I used to think Hot Ones had the perfect branded YouTube series. But I was so wrong. Drumeo, an online platform for learning how to drum, has created the most fascinating, fun and business-aligned YouTube show I have ever seen. 💡 The concept: Get famous drummers to listen to famous songs with the drum track removed. Usually it's from a genre totally different from what the artist is known for (a jazz guy hears System of a Down for the first time.) Bonus points if they aren't familiar with the song. Why it works: 📓 The format tells a story: We see them get surprised by the song. Then we follow them through 3 or 4 takes as they find their own creative answer. We then get their glorious Final Take and wrap it up with the drummer listening to the original with the actual drums added back in. It's so simple and so engaging. 🎣 It's a perfect fit for the intended audience: What do aspiring drummers love? They love other awesome drummers. And they love seeing how it's done. This does both. 🎁 It's a perfect fit for the product: Every single time you watch an episode, you will be reminded (through well integrated ad spots) about what Drumeo does. They make it easy for you to rock out, too. 💝 Bonus points for top tier production and awesome hosts and little funny bumpers and editing. Watch it and tell me if you agree: This is the best branded YouTube series, ever. https://lnkd.in/gUyDJAgy #brandedcontent #storytelling

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In our Creative Studies series, we’ve looked at Awareness, with the San Diego Zoo’s “PANDAS ARE BACK.” outdoor board, and Differentiation, with two sushi boards. Now, on to giving some love, to the “Funner, CA” campaign for Harrah’s Resort and Casino, from the folks at 62ABOVE. Here’s a category that has the advantage of universal understanding. We all know what a casino looks like, and in San Diego’s upscale gaming market, that it’s going to be pretty close to Vegas-level. So, if you want a bump in audience beyond your regulars (who don’t need anyone to remind them to go), reach above slot payout footage, blackjack hits and stock-ish smiley, happy winners. Ante up for “Funner, CA,” a campaign that creates a state of mind from a re-named city inhabited by The Rincon Band of Luiseno Mission Indians. It’s a great way to set up the bigger casino concept of fun that’s wrapped up in fantasy you don’t find most places in life. Hosted by star “mayors” who don’t take themselves seriously, like David Hasselhoff, Jane Lynch, Rob Riggle and Martin Short, and you got yourself a show. Here's to Awareness, Differentiation and Imagination. Good work, 62ABOVE. To find out how Duff!Bear can create #truthmeansbusiness campaigns that also make folks smile and dial, connect with us: duffbearcreativity@gmail.com, @duffbearcreativity and DuffBear.com #truthsells #togetheryouwin #creativityinthemoment #agencylife #setbrandsfree #brandsandpeople

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