Tripp Westbrook

Hawk... you know... Should brands follow trends? As tempting it maybe on the virality of said trend... 1. Only if it fits the brand image and values. 2. Only if it is relevant and also has some value for the target audience. 3. Only if you are not following all trends all the time. 4. Only if you have some clever idea that is different from what other brands are doing in following such trend. Of course the nature of the trend is that we get on and stay as close to it without infringing copyright or open ourselves for lawsuits - but a lazy copy paste is not a good way. Put some effort, come up with a clever idea that taps into the trend. And no, for this particular trend, it's not a good fit for most of the brands. Sure some brands could - I can see a condoms (you know with extra lube), cough medicine (or dry mouth medicine if there is any) or .. I can't think of more, but I'd keep my brand away from this trend - unless we have a clever idea!!! ADWEEK attempts to answer. Check it out.

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Another podcast interview, this time from the Ponderings from the Perch series! “How Anthropology and Technology can Perfect Buyer Personas”With the amazing .Priscilla McKinney. of Little Bird Marketing It’s a fun conversation ranging from what digital twins are actually useful for, to what it means to think like an anthropologist when it comes to emerging tech and AI, to the future of personas and audience discovery at Glimpse. Find a link to the podcast in Comments or look for it in all the usual places! #martech #restech #marketing #marketresearch

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This should be normalized. The other (and most common) method is dusty… … like, “moth ball dusty”. Charging by the hour is indeed a race to the bottom. As an agency or creative partner, your goal is to produce something that impresses, garners attention, and helps to put that product/service into the minds (and hearts) of an audience. How does an hourly agreement help make that thing sing, if the underlying “approach” is to do it as efficiently as possible? Less hours = less cost. That simply gives you a shittier experience and output. And then you want to blame the agency or the campaign?! Stop. Just stop. If we are supposed to be in this world where “transparency” and “trust” are part of every company’s “core values”… then start being transparent. Expose your budget for said project or said agency engagement and I promise you that the right agency, creative partner, or production company will be worth their weight in gold. (Like Mischief ⤵️) Or, you can keep playing the dusty game of hourly engagements and keep wasting everyone’s time. #realtalk

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For young creative leaders, or those that will be entering into creative leadership positions this year... Your ability to lead has nothing to do with your talent to create, and the two should not be conflated. However, that being said... I've found that there is a huge commonality between the two. It’s empathy. Have you heard of this trend called “human-centered” design. That’s just empathy rebranded. Good creative = starts with empathy (with the end user). Good leadership = starts with empathy (with the people on your team). Empathy… that's it. It's the ability to put yourself in someone else's shoes, and ask "what do I need? And how do I feel?". Easy to say, harder to do, especially when shit hits the fan. If you've worked as a creative professional, you've already learned to connect with people, by actually listening to them, and creating value by being a platform for their success. You don't need to wow them with your dazzling Illustrator skills (although that might come in handy in a pinch). Your team needs your empathy more—and the action that goes with it. 

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So, most of the #advertising world is vomiting all over this ad. Honestly, I saw it and went... huh? I don't react to ads the way you do, or even the way most ad execs do, probably because I'm legitimately on both sides of the bakery. I do both strategy and accounts (and am reasonably good at both.) So I look at this from the "ok, why did the client buy this ad" question and "why did the marketing team think this was a good idea" question. So I look at this ad, and I go, "Ok, let's assume for the moment that Santino Pietrosanti isn't the dumbest guy God ever let through the door. And I know that Accenture Interactive isn't stupid - yeah, they're beancounters, but they have gobbled up some of the best shops in the world, like Droga5. What's the angle here?" Honestly, I can't freaking find it. LOL! Everyone wants to blame the agency, but I'll tell you, the client makes the call, even if the agency did recommend a bad idea. But again, I'm like, "Ok, Peitrosanti isn't stupid, so what's the idea here?" And again, I can't find it. But the fact I can't find it, doesn't mean it's stupid. As an aside - I don't mind the lockup. That's kinda neato. Everyone else seems to hate it, but I'm like "hmmmm." All I can imagine is this: they may have research that shows James Bond wannabes aren't the ones buying Jaguars anymore. I mean, everyone went "ga ga bananas" when Nike embraced Kaepernick, saying it would be the death knell for their brand. They made money faster than a stripper in front of Pac-Man Jones. Why? Because Nike had the research that showed taking a position of civil rights was something that would resonate... and boy did it ever... the campaign's results was a 10 percent jump in income to $847 million that year. It may very well be that the days of "James Bond" and "Shaken not Stirred" and this fantasy of driving around with a half-naked model in your XKE are gone for Jaguar... and instead, the new idea is wokeness, ambiguous sexuality and sexual identity, surrealism, and embracing emotions of iconoclastic creativity. If that's true, then this ad is downright genius. If not... they're boned and everyone is getting fired. I do not know what is true right now because I haven't seen the research or the creative brief. But one of those statements must be true; I won't believe everyone is an idiot, which is essentially what the entire ad and automotive community seems to think. There's way too much money on the line for that, and these people are too talented for that. There must have been some legitimate reason for this ad. I'm guessing the research shows that heterosexual males looking to get laid aren't the number one buyers of Jaguar anymore... that's just a hunch, but making this ad and putting a $100 million behind it... probably makes it a pretty good one.

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Alex M H Smith will be the first to tell you there are a lot of strategy documents in the world. Briefs. Decks. White papers. Books. But he'll also point out (in a friendly, gentle way) that most of them are full of shit. Impenetrable, calcified, piled-high bullshit. That’s because, despite all their words and charts and graphs, these so-called "strategies" fail to inspire ACTION. Which is the same challenge I've found with so-called insights. That's why I was excited to talk with Alex (author of No Bullsh*t Strategy) - to find out how he helps clients cut the crap, get past the bullsh*t, and build something great. https://lnkd.in/gD_FvT4j Some of my favorite aha moments from our conversation include: --How to redefine your competitive set to create a category of one --The surprising lies that most marketers believe when it comes to targeting  --How to maintain differentiation when when copycats come in with commoditized claims  --How to reduce your strategy down to just one word *** If you know someone who's knee deep in bullsh*t right now who could use Alex's advice, feel free to share! What's your favorite technique (or question) for helping clients cut through the crap? Let me know in the comments below. Special thanks to Michael Osborne and 14th Street Studios for his production help and bringing this podcast to life. #strategy #insights #leadership

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"FB mikestoneallstateagency IG mikestoneagency LI mikestone4336 🚨You're being USED. 🚨 Let me break it down for you: advertising is powerful because it taps into our subconscious. Mountain Dew doesn’t spend $7 million on a Super Bowl ad to make a quick sale the next day—they’re embedding their brand in your mind. So when you’re standing at the gas station, staring at the drink cooler, your brain says, “Oh yeah, Mountain Dew!” That’s not an accident—that’s intentional branding. This isn’t just for billion-dollar companies. As agents, small business owners, or entrepreneurs, the same principles apply. You’re not just selling today; you’re building trust and familiarity for when your audience is ready to buy. Social media is your Super Bowl ad—it’s your chance to be top of mind. Post consistently, engage authentically, and show up in your audience’s feed so when they’re ready to make a decision, your name is the first that comes to mind. It’s not about being pushy; it’s about staying present. Want to learn more about how to master the art of branding and make advertising work for you? Check out this episode of The Sales Factory podcast with Mike Stone where we dive into the strategies that keep your business thriving. 🔗 Do the smart thing - watch now at https://lnkd.in/eJdMpbQ3 #TheSalesFactory #Podcast #MikeStone #MountainDew #SuperBowl #AdvertisingTips #CoachCarroll #BrandBuilding #MarketingTips #TopOfMindAwareness #SmallBusinessSuccess"

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In my latest file in The Philosopher Files, I ruminate on Robin Wall Kimmerer and her astounding Braiding Sweetgrass and connect it with the scarcity paradigm within which so many (of us) operate... https://lnkd.in/gMGqVfZV #ecologicalcrisis #transformation

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Not sold on DOOH yet? This might change your mind. Travel Texas and Vistar Media's 'Let's Texas' campaign is a spectacular example of what DOOH can do. By matching the photos and videos displayed to the time of day, they created a highly personalised and hyper-local campaign. The results? Exposed consumers were 176% more likely to visit Texas than those with no exposure. But better than that, 35% of those exposed come to Texas from distances of 250 to 499 miles. I doubt many traditional ads have convinced you to make that kind of trip! #DOOH #Advertising #OOH #PersonalisedAdvertising

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Your Expertise on TV? Here’s Your Moment. ↴ What if you could showcase your expertise to thousands on TV—boosting your credibility and catapulting your brand? This isn’t just an opportunity; it’s your chance to shine. We’ve partnered with a leading TV station in New Mexico to feature thought leaders like YOU. Here’s the game-changer: → As Seen On: Your segment airs on 3 major channels, giving you the credibility to amplify your brand everywhere. → Professional Content: High-quality footage to fuel your marketing. → Flexible Options: Join via Zoom or go in-studio for maximum impact. But here’s the catch—this isn’t for everyone. I’m vetting each participant to ensure a perfect fit. If you’re serious, I’ll need: • A high-quality headshot • Your speaker one-sheet or bio • Any branding assets (book jackets, media kit, etc.) The window is closing fast. If you want to elevate your brand before prices rise, DM me with your materials NOW. Let's get you through the personal branding gate. Incomplete submissions will be ignored—be ready to shine. 📌 This is Your Moment—Don’t Let It Slip Away! The potential of being seen on TV is too big to ignore. If you’re ready to elevate your brand and make an impact, now is the time. This opportunity won’t last long, and once it’s gone, it’s gone. Secure your spot today—before the prices rise and the doors close! #OpportunityKnocks #PersonalBranding #TVExposure #Entrepreneurship #ThoughtLeadership

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Annual "plans" are a thing of the past. We just wrote about it in this article <https://lnkd.in/gsB4YYCK> on Ervin & Smith and turns out the smart folks at McKinsey are talking about some of the very same things in a recent strategy podcast: https://lnkd.in/gcnwW7X6 As the strategy lead at E&S for... a long time... I've learned that the perfect strategy doesn't exist. First, no one can predict the future and what may disrupt your plans. And second, even when something works amazingly well, there is always room to iterate and improve. Take a listen (or read) to hear more about two mindsets critical to strategic thinking: beginning with curiosity (our first core value!) and using a multitude of lenses to examine a given issue. Can't wait to read the book and learn more!

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I hate “family owned” radio ads. I hear them all the time because I listen to IHeartRadio stations. “Hi this is me and my niece Leslie to tell you about fireplaces.” “Hi this of Dan whogivesafuck and his son to talk about kitchen remodeling.” “Hi this is your friend John to tell you about amazing mudjacking offers.” I. Don’t. Care. Why does anyone care? Why do I want to know that you and your niece are recommending, shocker, the services you provide? Why do I care that your family owns and operates a business? It has zero impact on my buying decision. I am well aware you think you’re the shit. Of course you do. Your business pays the mortgage. What I want to know is why I should be paying you top dollar for your services. Being family owned isn’t a big deal to me. In fact, it tells me you’re probably very expensive because you can’t take advantage of bulk pricing. So yeah. Stop with the “I’m a hokey dokey dude asking you to pay 3 times what you can afford for a kitchen remodel.” It’s not working.

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Failure is a part of the game in advertising. Whether it stems from a partner's decisions or campaign outcomes, taking risks means sometimes falling short. I love this article's insight into how to approach and leverage failure. As a leader I have always tried to make room for failure—it's essential for our growth as creatives. #creativity #agencylife #leadership #creativedirector

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🎯 Marketers, It's Time to Ditch the Puddle for the Well 🕳️ I had an "aha" moment at a recent conference. I was speaking at a conference recently, when another keynote speaker used a puddle vs. well analogy for something completely different. But it hit me: This is EXACTLY what's wrong with most marketing today. Here's the deal: Puddle Marketing (What most do): • Shallow • Spreads thin • Evaporates quickly Well Marketing (What we SHOULD do): • Deep • Focused • Lasting impact Too many of us are splashing around, trying to reach EVERYONE. Spoiler alert: You can't. And you shouldn't. It's time to stop being the "viral sensation" that reaches millions but converts dozens. Instead, dig deep. Find your niche. Own it. 🚫 Don't be a marketer that's a mile wide and an inch deep. ✅ Be the one that goes a mile deep, even if you're only an inch wide. Why? • Better ROI • Higher conversion rates • Stronger customer loyalty • More meaningful connections Remember: It's not about how many people see your message. It's about how many of the RIGHT people see it. So, who's ready to stop splashing and start digging? Drop a 🕳️ in the comments if you're ready to be a well, not a puddle! #DeepMarketing #NicheDown #MarketingStrategy P.S. Shoutout to Nick Santonastasso for the Puddle/Well. Your analogy just revolutionized how I think about marketing. Sometimes, inspiration comes from unexpected places! 💡

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Are you a manager or leading a team? My good buddy Scott Albrecht was on The Friday Habit this week sharing his knowledge on the hierarchy of team needs. You should check out his book on Amazon and give this episode a listen wherever you get your podcast! https://lnkd.in/gTgCT7NF #podcast #leadership #contentmarketing

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Currently reading Sam Walton’s memoir, "Made in America," and I loved this quote from former Walmart CEO David Glass describing Walton. These qualities have become so important to embrace over the years. Running an agency, growing with the team, and refining how we serve clients is a constant process of trial, error, and adaptation. It means showing up every day with a mindset of improvement, trying new things, and having the courage to pivot when things don’t work out. Like Sam, I’ve learned that failure and being wrong are essential parts of growth. Without that mindset, missteps or feedback could hold you back from progress—and sometimes, you’re on the edge of something great. It’s about asking: What’s the takeaway? How can we do better? This past year has had its challenges, but it’s been full of reflection and refinement. I’ve spent more time in one-on-ones with the team, gathering feedback, and figuring out how we can improve for both clients and each other. We’re experimenting, making educated guesses, and adapting from missteps and surprises. I know not everything will go as planned, but staying flexible is key. It’s equally important to instill this mindset within the team to keep morale and momentum strong. Having a vision and setting goals is important, but loving the process and enjoying the journey is what makes it all worthwhile.

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Worth reading and reflecting upon. It captures the eternal "it works" vs "we don't like it" dilemma at most agencies. It also points to a chasm between regular people and Adland, and this divide has only grown larger over the last 10-20 years. #marketing #Advertising #Adland #Realworld https://lnkd.in/g5bD_qmu

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