Jess Wheeler

The Subtext has a revitalised site! https://lnkd.in/gNX8EgQx Seeing it got me reminiscing…  The first time I sent a piece to The Subtext, it was a shrug of a pitch. I don’t know if you could even call it a pitch. In a phishy touch, I neglected to describe what was in the gdoc I’d linked to (I can’t remember if that was a deliberate move on my part to cultivate mystique but it’s a risky way to pitch something). And the email closed with me offering an easy out: “Might be too flippant for The Subtext, which is so fine. All the same, I hope it elicits a smirk, *possibly* even a chuckle.” [Pitch Tip 1: Don’t give people a reason to say no before they’ve actually engaged with the thing. Pitch Tip 2: Even if you have a clear sense of what usually gets published on a site, don’t presume that what you’re offering is unsuitable/unworthy.] Seven months on, and we’ve done six pieces together. The ‘we’ is me, Carissa Justice, and Pamela Henman. We’ve collaborated via call, email, and shared doc (good vibes, good notes). And when I think of those interactions now, they add up to a pleasant lesson in what makes a good editor (or editors, in this case). When something isn’t working, but you can’t put your finger on why, a good editor can usually see a way forward (you may not agree with it but you prob also stare into the mouths of gift horses). Lose that. Bring this in earlier. Is that clear enough? Will this be funny to anyone who isn’t you? A good editor cuts with precision and challenges with care. A good editor gets what you’re trying to do (even if you’re not entirely sure yourself) and encourages you to try stuff out (even if you’ve got your doubts). They’re present but never obtrusive—their aim is to serve, not stifle. Ultimately, a good editor, as I’m reminded every time I work with The Subtext team, is on a mission to make your piece as *you* as it can be. They want to extract your best. So, congrats on the fresh site, thanks for making me sound more like me, and here’s to many more shared docs! *For the record, and because my nature dictates that it must always be about me: I prefer editing to writing. No blank page/white abyss to contend with, plus you get to attempt all the things I just noted.

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🇦🇺 Did you know….Australian Facebook and Instagram Posts are Fueling Meta’s AI Machine🚨 Facebook and Instagram posts from Australia are now being used to feed Meta's AI machine. These platforms provide a goldmine of user-generated content, and Meta is tapping into it to enhance its machine learning models. From your latest brunch pic to your holiday updates, AI is learning from it all. But here's the big question – should we be more concerned about privacy? As more social content drives AI development, it brings up important issues around transparency and control. What do you think? Should users have a say in how their data is used to power AI innovation? 🤔 Rick #AI #DataPrivacy #MetaAI #Innovation #Tech

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Some agencies are really struggling at the moment. If you're a Creative, Copywriter, Art Director, or Designer, starting out, without the wisdom of experience, that knife turns a little. The Creative Industry tends to track the economy. When things are great, it's great. When things aren't, it isn't. So, things 𝘄𝗶𝗹𝗹 improve. But some of the stories I'm hearing from juniors are a tad savage. I'm sorry to say I can't run around giving everyone who deserves one a job. I wish I could. But what I can do is pass on some of the things I've learned. So, if you please... Join me for a webinar: '10 Creative Commandments of a Commanding Creative Career'. This is in partnership with Ellen Jackson, of Senior Copywriting and Junior Job Board fame.

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AdNews Australia asked for my opinion on a recent Google Gemini ad for the Olympics. While I'm a fan of some of the potential AI can deliver, there is a time and a place for it and it should not be used to encourage taking away the development of human creativity - especially in children. You can read my thoughts in the article link. #ai #creativity #advertising

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Progress work on one of the court cards for the Professor Witney's miracle cures deck of playing cards. Dragon Scales for instant pain relief. I need some relief, after the hour or so sketching, the six hours doing the line work and colour, and I still have the water and sky to lay in! I sometimes wonder if it might not have been quicker had I just used pens and paint. I guess with the amount of tweaks and changes I make, no. #snakeoil #directmarketing #salestechnique #presentations #advertsing #vintage #catalogue #marketing #sales #poker #playingcards #design #illustration #games #kickstarter

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We cracked the algorithm for DISSH. They have grown 7X in the last 2 years. Here’s how we did it 👇 TL;DR 1. Channels 2. Locations 3. Creators 4. Diversification DISSH is a successful fashion brand in Australia that has been looking to go global. To take the bones of that success and turn it international we based their marketing around 5 things. 1. Channel Fashion trends start on TikTok, and bleed to Instagram. Any spend on other channels would have brought marginal results at best. We went to where fashion is, and we doubled down there. 2. Locations When starting the US entry we wanted a ripple effect. We wanted our ads to start trends that would move to the rest of the country. So we focused on the cities that lead the country in fashion: NY, LA, MIA. It would have been easier to make a splash in smaller, more central cities. But the splash wouldn’t have rippled to the more fashion-centered cities. We started at the top. 3. Creators Getting US creators to post with DISSH’s hashtags was essential. The right partnerships were key. And now #DisshHaul has 19.5 million views and #DisshTryOn has six million. The right creators make all the difference. 4. Diversification Paid media is the backbone of the expansion. But it can’t be the only thing. PR, media, influencer, and in-person activations were critical. This helps create a broader brand identity that will provide staying power. DISSH is an incredible brand that is going to take the US by storm. We are grateful to keep playing our part in their growth!

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Pet peeve post here. If you are going to run a hyper-localised paid media campaign, I implore you to make sure your creatives are actually relevant to the location. Too often I see/hear hyper-localised ads that are completely wrong for the place they are running in. It is very irritating and doesn’t paint your brand in a good light, it comes off as lazy and careless. This by the way applies to both B2B and B2C, it concerns everyone who has some sort of involvement in Paid media. I find it wonderful that most platforms now allow you to be this focused on a region and even a city, it allows you and your brand to run a campaign, promotion or event that affects only that location. It is an incredibly powerful tool in our arsenal as a marketer. But it falls on you - the marketer - to pay attention to these things. I know it can be a lot to juggle but take it slow and get it right then not. So please - 1 - Make sure that you run your campaign at the right location and focus for your desired effect. 2 - Make sure the creative you is the right one for that location - use preview tools available in most, if not all, ad platforms that have that functionality. 3 - If you are creating a lot of campaigns all for other locations with unique creatives for each - double check it before sending it live or even better ask a colleague to check it for you so you get a second pair of eyes on them. 4 - After it is live for a while check the engagement and response - mistakes can happen so if you see people reacting negatively or finding your ad irrelevant - check the creative it might have to do with that. Or check the audience it might not be right. There you go rant over - have a nice week. #paidmedia #localisationad #Growth

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Been in quiet reflection most of this year and mostly observing the creative industry as a third party through friends and working colleagues. As a freelancer and having been in the advertising industry for a quarter of a century (25 years), observing the transition from film to digital, free to air to social media and generally just rolling with the punches and moving with the times, it is hard to see and experience the current state we are in. This may come as hard hitting and an unpopular opinion and may get me in trouble but I’m just stating my opinion and observations. Creativity, especially in the little red dot 🇸🇬, I am blessed to call home has become severely restricted in so many ways. A classic example is the article of the Samsui woman mural which has created such a buzz in the community over smoking and prostitution and the freedom of expression. I will not elaborate as many have eloquently expressed their displeasure and yet the landlord has ended up with a fine. Even though the mural is allowed to stay, it leaves a bitter after taste from a battle that should not even have occurred. The joys of the age of film, cinema, free to air television, even with all the pros and cons in terms of speed and quality has transitioned into an ever changing monster, the digital age of social media and content. I’m proud to say I’m one of the pioneers of content film on the internet but feel extreme sorrow over what it is becoming. Everyone can become a content creator nowadays on TikTok, IG, etc. This has led to low budgets with an increasing number of deliverables being the reality at the moment. As we have been transitioning, people with little knowledge of the actual logistics, passion, blood, sweat and tears that go into a successful product, have been on the front line hawking cheap wares that claim to have the same high quality or just simply hard selling and it’s quantity over quality. Every brand hopes to create the next big thing and go viral but how many are actually willing to make the proper investment to make it happen? How do we learn to manage and ride this digital age that can be ripped apart by keyboard warriors and social media over the slightest things and many a time, uncalled for? AI was created as a tool to aid creativity but has it become an excuse to be lazy, repetitive and giving a licence to rip off someone’s hard work? I hope and pray that the creative industry survives the brutality of the present as I fear for the future and I mourn the ones that have fallen 🙏🏻

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The four steps you can take to optimise your #podcast for success… before you even hit record: 1. Set strategic goals 2. Define your key metrics 3. Create benchmarks 4. Design performance tracking & reporting. I outline each of these in the latest edition of my newsletter, Podcast Strategy Weekly. Read & subscribe here: https://lnkd.in/eMZb_3zX #podcasting #contentstrategy #podcasts

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I love how we make QR codes so simple... Simple with SimpleEvents.io! Our goal was simple: 1. Make it *Fast* for a team of one or a team of 10 people checking in attendees. 2. Keep it *Secure* so anyone with a camera can't scan themselves in. In addition to that goal, we don't relay on contact properties because they can change at any moment. Yes those are great for confirmation emails but not for reminders. It would break reminders because the property is replaced if the contact registered for another event between events! 🤦🏽 Try SimpleEvents today—no commitment, just simple. Create your first event in 5 minutes. #hubspot #qrcodes #eventmanagement

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🎁 Aussie #marketing, #advertising & #media types, I have a present for you! Not a great present to be fair, but nonetheless, a gift. Y’see, I *know* I should be reading the trade press religiously. It’s really the most basic effort one can make to stay current with what’s happening in our craft. Do I do it religiously? No, I do not. Not because the trade press is bad, or because I don’t care, it’s mostly because I’ve been conditioned to consume everything in one place. A “feed”, if you will. And since the trade press are the healthy veg buried under all the other junk I feast on, I miss a lot of it. So, because I wanted to fix this - and because I’m a huge dork - I built a thing I can quickly nip into that shows me the latest ten headlines from across the Aussie media & marketing trade press. It’s here if you want to use it: https://bit.ly/pitstopAU It’s super-simple, but I’ve been using it for a week or so now and I’ve definitely read a ton more than usual. Anyway, figured someone else might get some use out of it. You’re welcome.

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Only 24% of Creative Directors are female. 24% That’s…insane? infuriating? sadly not shocking. Throughout my career I’ve been blessed to be surrounded by strong female creative leads. Special shout out to Whitney Mortimer and Carla Anderson who encouraged me to take a leadership path and Caitlin Bray Huntington who’s leadership I enjoy in my career today. BUT I’ve also seen female creatives experience absurd pay disparity… Have men with less experience be promoted over them… Or worse hired in above them… And have experienced first hand, men surpassing my expertise in meetings to defer to another male in the room. Sadly, these instances, whether direct or indirect, affect your confidence. 92% of respondents to the article linked below agree that if they had more self-belief, they would be more successful at work. This leads to a phrase I say to my female peers in the creative space (really any space): “Would a man think twice about that?” Would a man apologies for speaking his mind? For asking for a salary he knows he’s worth? For expressing an opinion? For jumping at the chance to be a part of an exciting project? Probably not. I recently enjoyed a conversation with women I admire, who are also in leadership roles, that challenged the idea of being a “girl boss” - admittedly not something I had thought much about. Through this conversation it became clear to me though, I don’t want to be labeled as a “girl boss” I want to be “a boss” full stop. I want to be treated equally because I’m just as good as my peers, male or female. I want other women in the leadership roles, especially in the creative space, to enjoy the confidence that they are worthy and equal. The best way I can think to do this is to lead by example, constantly advocate for my team - regardless of gender, and speak up about the inequality that women experience in leadership roles, in the creative field, and in the world at large.

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There are some really fab insights here from Creative Boom about what we can expect in the next 15 years - everything from AI to ingenuity to being humans (I have that last one mastered!). Some good news in an otherwise scary outlook? https://lnkd.in/gmymFXYU

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What can you learn from Max Verstappen’s personal brand? He’s Max by name, and max by nature. (yes this is the start of his F1 bio) With 16M+ followers on personal social channels 8M+ engagements on Instagram since March 2nd 5M views on Twitter across Australia and Japan GP weekends 🏆 The youngest F1 competitor - ever 🏆 3 time World champion 🏆 101 podiums 🏆 57 wins Record on top of record on top of record With probably too many trophies and awards to fit on the shelf But what is Max Verstappen's brand, really? 🔊 Voice:  Max is direct, straight to the point, and not afraid to say exactly what comes to mind. In written socials, his team reflects a clean voice that matches his tone and style. 😎 Identity:  Orange and Lions, with some red, white, and blue and a bit of gold here and there. Projecting strength, power, success, and always tying back into his national pride without being too complicated - and of course, is always "very lovely" 👋 Promise:  “I hope that above all these children want to be themselves … I hope that that's what they get from me: always try to be yourself and don’t imitate what someone else is doing.” - Verstappen speaking to a journalist about children who look up to him. 🧡 Values:  Strength, Power, Determination 🎯 Targeting:  According to the 2021 #F1 report by Motorsport Network #Verstappen is most popular with: 25-34 ages, but had widespread support across all ages and geographics. Verstappen also remains popular with die hard racing fans, his content tends to revolve around racing and sim racing, thus fans of both are inclined to follow Verstappen. 📸 Positioning:  Max does best on livestreams and in interviews or video content where he can speak exactly as he wants - which is typically popular with fans as well. So, what can you learn from Verstappen? 💡 Don’t imitate others Max is always utterly himself and never apologized for it, so why should you? Your brand is all about being yourself and what you’ve created it to be, don’t try to imitate others because they’re popular or successful, learn lessons from them and apply that to yourself 💡 Do what works for you Similar to not imitating, Max does what he enjoys and works for him. It’s good to branch out, but authenticity is key. People will see right through you if you’re doing something that doesn’t work for you. Max’s sponsorships are closely aligned with things he likes to do (EA sports for gaming, Heineken ad was all about driving) 💡 Know what you’re known for Verstappen can be himself all he wants, but the media’s portrayal of you matters too. Understand how you’re portrayed and use it to your advantage. Max is known for being FAST - if you check out his website all of the copy centers around being fast and using funny plays on words and phrases that include “fast” as much as possible Did you learn anything from this Verstappen #brand breakdown? Let me know in the comments below!

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🐦 Early bird spots for Bare Brand Strat end this Friday. Hit this for full program info and bookings - https://lnkd.in/gvHU75Ga Thinking about singing up? Here's some scoop from previous program attendees.... "Bare brand start was brilliant! Genuinely applicable lessons, taught simply. If you want to learn how to build a repeatable, process-driven strategic methodology, this is the course you need." Laurie Grattan Independent UX / UI / Brand Designer "Richie's course has honestly been one of the most useful courses I have done in my career. His transparency regarding his process, along with super practical content, meant I was able to immediately get value out of the course and apply it directly to the work I am doing for clients." Chontelle Cripps, Creative Director, Gloo "As a branding agency we are constantly looking at outside influences and new ways of working. We have always been a big fan of Richie's work so getting to see inside his process and approach was a privilege. He is a great teacher and an inspiring strategist. Highly recommend for aspiring and experienced brand strategists alike!" Jodie de Vries, Managing Director, Tiny Hunter #brand #branding #brandstrategy

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I was in the music business before advertising, and I often think of this. Here is a scenario... I'll use a favourite band of mine, Nine Inch Nails, to explain my point. Trent Reznor sits down and writes a song. Then that song is played in a room of selected people who will give their feedback. And while those people chew on free sandwiches and take swigs from their free sodas they are carefully critiquing Trent’s new song. Barry says: “I think the bass should be louder.” Susan says: “I don’t get the full meaning of the song.” Drew chimes in: “Does he have to say f#ck, couldn’t he just say “golly” or “darn”?” Des: “Maybe it needs a tambourine.” Terry adds: “I'd like it more if it sounded like Taylor Swift, could he change it?” Imagine if every song had to suffer testing and be beholden to endless opinions. We’d have a terrible music industry. You can test a strategy, but don’t test an idea. Creativity is subjective. One person’s funny idea is another person’s confused look. That's what makes us all individuals. And as one of my favourite sayings goes - Stop trying to please everyone, you're not tequila. Oh, and what would Trent Reznor have said about the above feedback? I’m pretty sure it would have been something like - “F#ck you.” While our industry overthinks and overanalyses ideas and prefers to err on the side of caution, playing it safe, living in the familiar and remaining comfortable, the creator economy is making brand content at the speed of now and they are getting more and more of the advertising budget pie. Imagine if we, as an industry, got back to being the ones entrusted to be creative. Imagine if we, as an industry, made creativity a priority, and had more experienced creative people at the helm. Imagine if we let creativity speak for itself instead of overanalysing the crap out of it? Just a thought. The proposed mega-merger of Omnicom and IPG would create something far removed from a "creative" entity, with more layers than a bad wedding cake. But it will create an opportunity for those passionate about creativity to do something different. I'll leave the final words to Bill Bernbach - "Let us blaze new trails. Let us prove to the world that good taste, good art and good writing can be good selling." … ®️©️ 🤘 ⚡ ... #advertising #omnicom #ipg #brand #music #creativity

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BREAKING: Client Adds 3 More Copy Points, Call To Action, URL And Phone Number To Agency's Outdoor Board Concept

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Users of AI beware! The other day I asked Chat GPT for the name of a documentary I dimly remembered watching in the 1990s. I described it as best I could, and for the first few attempts CGPT made credible suggestions that weren't right. Then a funny thing happened. Suggestion four was a show called the Carravaners. I looked it up to see if it was the right one and discovered that there was no record of it on the internet. So I looked more closely at its description of the show and realised it had just repeated my own description back to me using slightly different phrasing. So I called it out for that ('You just made that up. Give me a real one.'), and it seemed vaguely sheepish '(Sorry about that. Let's try again.'), but then it made up ANOTHER one, changing my words again. I had now given up hope of a correct answer, so I again told it to stop making things up. After three invented names it then suggested a an example of a series in the genre of investigative documentaries (Cutting Edge), and suggested I continue the hunt myself. So, it's not only a bit crap, when it runs out of answers out it starts lying. In this instance I could have a further dig around and call out the lie, but how many people are relying on this information to be correct, and, more importantly, why has it been programmed to lie rather than admit that it doesn't know the answer? If I were a cynical type I might suggest that 'lying when you don't know the answer' is the modus operandi of the Silicon Valley chancers who squeeze this kind of stuff out from between their butt cheeks, then tell us all that it's the world's finest chocolate fudge cake. 🙄 #Chatgpt #advertising #advertisingagency #copywriter #artdirection #copywriting #creative #creativity

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The growth I expected from a 90 day plan ⤵️ 👉🏼 more sales in my business 👉🏼 more reach + engagement in my content 👉🏼 more visibility through PR The side effects of the 90 day plan I didn’t expect, but happened anyway 👀 🔥 I’m down 3 more kilos 🔥 managing my PMDD symptoms better 🔥 sleeping better 🔥 more intentional communication in my marriage 🔥 better quality 1-on-1 time with my kids And we are only at day 35 Who’s joining me for the next 90 day challenge round, to grow your business, and build consistency + momentum ✅ weekly check ins ✅ structured goals ✅ tracking software ✅ group coaching calls We begin october 1st 🙌🏼

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