Byron Fish’s Post

GroupM in China recently collaborated with contemporary artist Wang YunMan to paint "Two Springs," as a tribute to 2025. 🎨 Standing at the threshold of the Chinese New Year, Rupert McPetrie, CEO of GroupM China, invites people to embark on a journey into the new year amidst the ambiance of art. According to the lunar calendar, 2025 is not only the Year of the Snake, but also the year of Yi-Si, featuring 384 days and two Spring Beginnings, thus known as the "Year of Double Springs". It brings even more spring vibes and positive anticipations. Rupert expressed his positive expectations for the future: "At GroupM, we embark on our path with a clear mission and responsibility. Our aspiration is to make advertising work better for people. We hold ourselves accountable to our employees, clients, partners, and to set the future of our industry. This is a significant responsibility. Yet, it is also an opportunity. It is this that steers us firmly from one year to the next, propelling us forward. Step by step, we refine, iterate, and transform. And when the second spring arrives, I hope we will be filled with gratitude and thanks again. Grateful for the efforts and experiences that shaped this year, for the highs and lows and for the strength to persevere, for the bustling noise that surrounds, and for the strength and steadfastness that resides within us." Let’s be grateful, to 2025, and to the two springs ahead. Read more about this tribute here: https://lnkd.in/ePbTuie2 #GroupMChina #ChineseNewYear

GroupM in China recently collaborated with contemporary artist Wang YunMan to paint "Two Springs," as a tribute to 2025. 🎨 Standing at the threshold of the Chinese New Year, Rupert McPetrie, CEO of GroupM China, invites people to embark on a journey into the new year amidst the ambiance of art. According to the lunar calendar, 2025 is not only the Year of the Snake, but also the year of Yi-Si, featuring 384 days and two Spring Beginnings, thus known as the "Year of Double Springs". It brings even more spring vibes and positive anticipations. Rupert expressed his positive expectations for the future: "At GroupM, we embark on our path with a clear mission and responsibility. Our aspiration is to make advertising work better for people. We hold ourselves accountable to our employees, clients, partners, and to set the future of our industry. This is a significant responsibility. Yet, it is also an opportunity. It is this that steers us firmly from one year to the next, propelling us forward. Step by step, we refine, iterate, and transform. And when the second spring arrives, I hope we will be filled with gratitude and thanks again. Grateful for the efforts and experiences that shaped this year, for the highs and lows and for the strength to persevere, for the bustling noise that surrounds, and for the strength and steadfastness that resides within us." Let’s be grateful, to 2025, and to the two springs ahead. Read more about this tribute here: https://loom.ly/SsCTCK0 #GroupMChina #ChineseNewYear

As social media continues to thrive in #APAC, leading to vibrant connected communities, it is significant to note that these communities are shaping culture and influencing digital norms in the region. Jesca Camille Dalida-Bantayan, Head of Strategy at UM Worldwide #Philippines, proposes that brands that recognize and harness the power of these communities through community-driven approaches can build authentic connections, enhance brand awareness, and drive engagement. Read her insightful piece here in Campaign Asia-Pacific: https://bit.ly/4bx1nP7 #pulseofUMAPAC #connectedcommunities IPG Mediabrands IPG Mediabrands APAC Interpublic Group (IPG) Kasper Aakerlund Sharon Soh Ben Tuff

I've touched down (what do you say if you've arrived by 🚅 train!?) at Cannes Lions International Festival of Creativity & am looking forward to a packed few days as we showcase new research at Cannes' first ever festival with a creator marketing focus. If you're keen to connect with me or anyone at Billion Dollar Boy - we'd be delighted to share more - drop me a note! NEW RESEARCH - 📺 Creators & Branded Entertainment - Learnings from world leading entertainment businesses & creators about the future of branded entertainment - linear, streaming, social. With Mr Beast signing to Amazon Prime Video is now the time for convergence? - 😎 The Return of Ambassadors - New research showcasing how brands, creators, and consumers are embracing ambassador programs once more. PANELS & ROUND TABLES - #Muse - How generative AI is disrupting the creator economy - told through extensive research of 6,000 consumers, marketers, creators & cases with #Versace #Loewe #Xiaomi and more. - #RepresentMe - The importance of representation in advertising for all women - brought to life in partnership with WACL (Women in Advertising & Communications Leadership ). With incredible stories, recommendations, and learnings from WACL research & our fantastic RepresentMe cast. - #FiveTwoNine - The business of creator entrepreneurs. Findings from our team's pioneering work on the business of being a creator, and the benefit of proximity / providing value back to those at the heart of our industry. ON THE AGENDA TODAY - 8:30am-10: Microsoft Beach House panel - Championing Women in AI: Panelists: Mascha Driessen, Regional Vice President Continental Europe at Microsoft; Irina Raicu, PhD, AI Leader at Microsoft; Atva van Zanten, CEO at Mindshare Netherlands; Merisa Heu-Weller, General Manager, Innovation + Society at Microsoft, Becky Owen, CMO at Billion Dollar Boy - 10:00 - 12:00: Pinterest Beach - WACL x Pinterest presents #RepresentMe:  VIP Breakfast and panels. Becky Owen is kicking off the session with Nishma Patel Robb 🪩⚡️ from WACL (Women in Advertising & Communications Leadership ) and Chloe Davies, Founder & CEO, It Takes A Village Collective. Followed by new research & discussions on how we can all take action. #Cannes #Panels #Learnings #Research

LONDON | Join us for a thought-provoking panel discussion on the evolving landscape of diversity in communications and advertising in partnership with Publicis Groupe UK. 28% of UK adults say they actively avoid brands that don’t embrace diversity but it’s hard to authentically represent diverse communities - Publicis Groupe UK 𝗖𝗮𝗻 𝗧𝗼𝗸𝗲𝗻𝗶𝘀𝗺 𝗟𝗲𝗮𝗱 𝘁𝗼 𝗥𝗲𝗽𝗿𝗲𝘀𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻? 💭 Our expert panellists will delve into key questions surrounding the role of diversity in both product-led and service-led sectors, the authenticity of diversity in advertising, its impact on sales and societal perceptions, and the genuine commitment of companies towards diversity. The panel will cover; ◽ Is diversity in comms as critical for product-led sectors vs service-led? Or are there more important elements to communicate about? ◽ Is diversity in advertising now genuine or is it still just a token gesture in some sectors?  ◽ Do diverse ads boost sales or risk alienating customers? Sophie Devonshire⚡️, CEO of The Marketing Society will be joined by; Jaswinder Sandhu Head of Media at Asda Jeff Fang, Strategic Planning Lead, EMEA & LATAM at Meta Marcos Angelides, Joint Managing Director of Spark Foundry 𝗘𝗩𝗘𝗡𝗧 𝗗𝗘𝗧𝗔𝗜𝗟𝗦 Date: Wednesday 22 May Time: 8.30 - 10.30am Venue: London WC2A 1JA BOOK NOW - https://lnkd.in/eG7yE672 #uncomfortableconversation #diversity #advertising

LONDON | Join us for a thought-provoking panel discussion on the evolving landscape of diversity in communications and advertising in partnership with Publicis Groupe UK. 28% of UK adults say they actively avoid brands that don’t embrace diversity but it’s hard to authentically represent diverse communities - Publicis Groupe UK 𝗖𝗮𝗻 𝗧𝗼𝗸𝗲𝗻𝗶𝘀𝗺 𝗟𝗲𝗮𝗱 𝘁𝗼 𝗥𝗲𝗽𝗿𝗲𝘀𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻? 💭 Our expert panellists will delve into key questions surrounding the role of diversity in both product-led and service-led sectors, the authenticity of diversity in advertising, its impact on sales and societal perceptions, and the genuine commitment of companies towards diversity. The panel will cover; ◽ Is diversity in comms as critical for product-led sectors vs service-led? Or are there more important elements to communicate about? ◽ Is diversity in advertising now genuine or is it still just a token gesture in some sectors?  ◽ Do diverse ads boost sales or risk alienating customers? Sophie Devonshire⚡️, CEO of The Marketing Society will be joined by; Jaswinder Sandhu Head of Media at Asda Jeff Fang, Strategic Planning Lead, EMEA & LATAM at Meta Marcos Angelides, Joint Managing Director of Spark Foundry Emma Harris, CEO at Glow London 𝗘𝗩𝗘𝗡𝗧 𝗗𝗘𝗧𝗔𝗜𝗟𝗦 Date: Wednesday 22 May Time: 8.30 - 10.30am Venue: London WC2A 1JA BOOK NOW - https://lnkd.in/eG7yE672 #uncomfortableconversation #diversity #advertising

Lunar New Year & The Rise of Ethnic Marketing in North America The Lunar New Year is one of the most significant celebrations for Asian communities worldwide, and in North America, its impact is growing stronger every year. Celebrated by Chinese, Vietnamese, Korean, and other East and Southeast Asian communities, this festival isn’t just about red envelopes and dragon dances—it’s a deep-rooted cultural tradition that brings families and businesses together. In 2025, we enter the Year of the Wood Snake, a symbol of wisdom, transformation, and renewal. And much like the snake’s ability to adapt, brands must evolve their approach to ethnic marketing. The Growth of Lunar New Year in North America With nearly 7 million Chinese, Vietnamese, and Korean individuals in the U.S. and 2.6 million in Canada, Lunar New Year is a major cultural and economic moment. In recent years, brands have recognized its potential, but few truly get it right. Some key stats: - Retail Boom: In 2024, Lunar New Year spending in the U.S. saw a 12% increase from the previous year, driven by food, fashion, and luxury goods. - Luxury & Beauty Brands Leading the Charge: Brands like Estée Lauder, Gucci, and Apple have launched Lunar New Year campaigns, with some seeing a 15-20% spike in sales from Asian consumers. - Cultural Events on the Rise: Cities like Toronto, Vancouver, New York, and San Francisco now host large-scale celebrations, attracting millions of attendees and significant brand sponsorships. Authenticity Matters—More Than Ever But here’s the real question: Can we just throw a red background, a dragon, and an "Asian-looking" model in an ad and call it authentic? In 2025? Absolutely not. Consumers are smarter. They notice when a campaign is performative versus when it truly reflects their culture. Brands that integrate real storytelling, community involvement, and respect for traditions are the ones that win. The Biggest Ethnic Marketing Push Yet? With multicultural marketing budgets increasing across industries, 2025 might just be the biggest Lunar New Year campaign season yet in North America. The question is—who will get it right, and who will miss the mark? Let’s talk. How are you seeing brands step up (or stumble) in their Lunar New Year marketing? 🚀🐍🎊 #LunarNewYear2025 #MarketingStrategy #EthnicMarketing Pic - Katya Wolf 

"The cultural power equation: Cultural power = cultural resonance + cultural momentum." 💡 Check out this brilliant article in Mumbrella from James Collier of M&C Saatchi Group (link in comments) Sounds so simple; resonance + momentum and BOOM - you have a cultural power brand, but momentum shouldn’t be confused with how fast your brand’s avatar throws a cheeky quip up on your socials, or how vigorously your latest influencer gets jiggy with the latest TikTok dance trend. Cultural resonance is where many brands start strong—aligning with the zeitgeist, dropping the right references, and feeling relevant. But resonance without momentum? That’s just short term hijacking. James eloquently explains that Cultural momentum is what takes brands beyond the “viral” and into the truly valuable, long-term conversation. His equation is sharp: it’s not enough to resonate in the moment; you’ve got to move the culture forward. Yet, how many brands are building momentum versus just hanging around the cultural bus stop hoping to hitch a ride on the next trend? The challenge isn’t just joining the cultural conversation; it’s doing so in a way that adds something meaningful—momentum, not noise. Definitely worth doing the sums here, thanks for the insights James Collier and Mumbrella. If you want to hear more rigorous discussions and thinking in this space don’t miss Brands&Culture NYC on April 2 / 2025 - ticket link in comments!  Charlotte Williams Josephine Andrews Vanessa Sawyerr #CulturalRelevance #BrandMomentum #MarketingThoughts

In today’s global market, embracing diversity and multiculturalism isn’t just a trend it’s a necessity. By understanding and engaging with diverse consumer groups, businesses can unlock new opportunities, drive innovation, and create more personalized experiences. 🌍💡 When your brand reflects the values and experiences of a broader audience, your reach and impact grow exponentially📈 #DiversityMatters #ConsumerInsights #MarketResearch #GlobalBusiness