Flavia Garella

"Perhaps often said, but creativity can’t live in the creative department. The best companies have it infused throughout, so it touches every department." Jordan Doucette, Dentsu Creative Canada's CCO and newly appointed President, speaks to LBBonline - Little Black Book about the complementary skill sets of creativity and business, and why she has a raging case of optimism for the future! 🔗 Read the full story here: https://lnkd.in/dEMBRYhE

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For #Marketers and #Communicators... Here is question 16 of my #FrequentlyAskedQuestionSeries ✋🏻✋🏼✋🏽✋🏾✋🏿: Q: "I'm trying to be inclusive in our upcoming campaign TV ad. How can I tell if the commercial is tokenizing or not?" A: "Although there are a lot more layers and nuance to it, a simple way to test if your commercial script is tokenizing underrepresented communities or not is as follows; replace all the underrepresented individuals in your script with people from the dominant culture. If you do that and your script still "makes sense" ie. the story doesn't change, then likely you're tokenizing these individuals. Why? Well, people with different lived experience should experience your script's story in a different way. If they don't, likely, the inclusion of these individuals is very surface-level, and doesn't have the deep cultural nuance required to be authentically inclusive. Remember, diversity =/= inclusion" What are your thoughts? I invite you to discuss and ask more questions in the comments! --- Follow me next week for question 17 of my #FrequentlyAskedQuestionSeries! What is the #FrequentlyAskedQuestionSeries? Every week I'll answer common questions that we receive at AndHumanity, Inclusive Marketing Agency on #InclusiveMarketing and #InclusiveCommunications. --- #JEDI #EDI #InclusionMatters #InclusiveBusiness #InclusiveLeadership 

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With the news of DDB, BBDO and TBWA Canada merging into “Omnicom Advertising Services”, it’s officially a new era in the industry. These were three of the most dominant advertising agencies in the country for decades. Anyone working at or with these companies around the world - this is what’s coming. It’s not if, it’s when. So please prepare yourselves. Play chess not checkers with your career and livelihood. You’ve got to look after yourself and your family and you need to start planning what’s best for you right now. To all CEO’s, Boards of Governors, CMO’s, VP Marketing, Director of Marketing, Marketing Managers, CFO’s, COO’s and so on: The agency world is being massively disrupted (it has been for a while but it’s now in high gear) and I highly recommend you start looking at Plan B to protect your brand and put it into a position to thrive. Independent agencies around the world are thriving. They’re doing great work for clients because the people running those companies have skin in the game. If you do really well - they do well. Independent agencies are just hustling more. Independent agencies are running circles around the bigger, slower moving international companies. They’re doing really great work that’s working. Many of the most talented people in our industry have now moved over to working at an independent agency. When you hire an independent agency, the money goes back into the business. A great independent agency will hire the very best people. They’ll invest in tech. They’ll invest in things that will help your business thrive. They win if you win. Reach out and meet an independent agency or two and see if they’re the right fit for your brand and your team. If so, just try them on a project and let them earn their work. Don’t ask them for any free speculative work because that’s unethical. But sample them on a project. It’s the perfect time to try something new. There are many great independent agencies in cities and countries all over the world who are doing fantastic work. We at One Twenty Three West are just one of them and we’d be happy to connect. 123w.ca ***People from all over the world are going to read this post. All independent agencies are welcome to promote their business in the comments. Share the thread.

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The programmatic media is in a constant state of evolution with new capabilities and new channels being added for the benefit of marketers. Each year Media in Canada profiles key players in the space. Take a read to learn more about programmatic media is evolving to be more effective. https://lnkd.in/gpwctXGC Teads, The Trade Desk, MiQ

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"Half the money I spend on advertising is wasted, the trouble is I don’t know which half." - John Wanamaker, New York Retailer, 1874 John Wanamaker’s infamous quote is 150 years old, and it still rings true today. Sharpening media plans is becoming increasingly important. With first party customer data, retail media and targeting capabilities it is possible to reach the customers that matter to a brand to reduce the pain of wastage. Who we entrust customer data with matters. #retailmedia #customerdata #shopperinsights #marketintelligence

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#Netflix major AdTech - defo preparing #AI future Thanks Roger! This is the most comprehensive article I am reading on this topic! Watch this space! 📺 #CTV #AdTech #RetailMedia

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Media industry leaders came together at the IAB Canada State of the Nation Toronto Summit yesterday, to share thoughts on future of Media👇 🚀 Advertising revenue is projected to reach $𝟏𝟖.𝟏𝐁 in 2024 (from $15.9B in 2023). This growth is fueled by direct channels, the rising traction of RM+, and the continued momentum towards Connected TV. 📊 We finally might have a 𝐜𝐫𝐨𝐬𝐬 𝐩𝐥𝐚𝐭𝐟𝐨𝐫𝐦 𝐦𝐞𝐚𝐬𝐮𝐫𝐞𝐦𝐞𝐧𝐭 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤 𝐟𝐨𝐫 𝐂𝐨𝐧𝐧𝐞𝐜𝐭𝐞𝐝 𝐓𝐕. Can you believe that? 🔥(called the Ad Creative ID framework) 💡 During the economic downturn, making strategic reductions, rather than slashing budgets indiscriminately, by 𝐚𝐩𝐩𝐥𝐲𝐢𝐧𝐠 𝐭𝐡𝐞 𝐂𝐅𝐎 𝐥𝐞𝐯𝐞𝐥 𝐫𝐢𝐠𝐨𝐮𝐫 𝐭𝐨 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐝𝐚𝐭𝐚.🎯 🤖 You are already behind if you aren't using AI to achieve greater efficiency thereby optimizing resources. 💪Its time to take control of the situation and do our bit Looking forward to embracing these strategies at Involved Media Canada #Media2024 #MarketingStrategy #Innovation #EconomicInsights #DigitalTransformation

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On this episode of Global Health Beat, Amanda Preto, VP of Marketing, and Matthew Durham, Director of Global Media, sit down with Nadine Lafond, President of Ogilvy Health Canada, and Paulina De la Riva, Chief Strategy Officer at Ogilvy. Tune in to explore emerging consumer behavior trends, such as the growing importance of a multichannel approach, and see how these trends are expected to unfold across Canada. Discover how Canadian healthcare professionals are leveraging podcasts in comparison to their European and U.S. counterparts, and are increasingly visible on international platforms rather than domestic ones. Like, share, subscribe, and comment with your key takeaway! https://lnkd.in/gghEDzSA

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After putting a spotlight on women hockey players, Molson Coors Beverage Company, Wavemaker Canada and Rethink score huge wins at Cannes Lions International Festival of Creativity 🎉 The teams went bold and incorporated the Molson logo on the back of each hockey jersey – though you won’t see it, and that’s the point. The names of players usually feature at the top of the jersey, which is often hidden by their long hair, but switching this with the Molson logo and moving names below the number, fans can more easily identify the players, even though it makes it harder to see Molson’s 🏒 The positively provocative thinking picked up a Silver Media Lion (Use of Events & Stunts) and a Bronze Lion (Brand Experience & Activation Lions, Sponsorship & Brand), though this isn’t the end, as Molson has signed a two-year partnership with the The Professional Women's Hockey League Players Association (PWHLPA) 🧡 A huge congratulations are in order to the Molson, Wavemaker Canada, Rethink, Suneeva, Oso Audio , Saints Editorial, Darling VFX and Citizen Relations teams 👏 More on the campaign 👇 https://lnkd.in/gC-CCAph WPP GroupM #WPPCannes #GroupMCannes #Molson #PWHL #CannesLions #media #marketing #advertising #campaign

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Digital Out of Home lets marketers bring real-time data into ads. Countdown to events, expected gas prices, financial indicators, weather, traffic...we're limited only by our imagination (and a decent data feed!) This is a great (and simple) example of how this looks when executed well...

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Is your brand suffering from banner blindness? Click-through rates for standard display ads in Canada have plummeted to just 0.06%, and email open rates are 20-30%, while direct mail open rates vary from 90-100%, depending on the direct mail format you choose. Discover how to improve results by incorporating direct mail into your omnichannel marketing campaigns. Give one of our direct mail experts a call at (416) 752-8100 or visit our website to learn more > #digitalmarketing #marketing #advertisingandmarketing #strategy #sales #contentmarketing #directmail

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With recent discussions across the advertising community and increased focus on ad standards by entities like the IAB Canada, I felt it was timely to share some thoughts on the importance of these standards in podcast advertising. This ongoing conversation underscores the need for transparency and accountability, which are vital for building trust and ensuring the effectiveness of our campaigns. I hope this article contributes to the dialogue and offers some useful insights. Read the full article here:  https://lnkd.in/gyc7rUeE #PodcastAdvertising #IAB #MarketingStrategy #BrandEngagement #TPX #Podcasting

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Canopy IQ – the ultimate tool for monitoring and reporting all your marketing data in one place. 🚀 Get rapid access to crucial KPIs and insights tailored to you and your stakeholders. Every dashboard is customizable, harmonizing data across all ad platforms. 📊Our Account Managers are by your side, ensuring your campaign insights are measurable and optimized every step of the way. #CanopyInsights #MarketingIntelligence

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Trade Desk is setting themselves apart as the go-to ad platform for the open internet, which is not only brilliant brand positioning, it's also a good reminder that there are valuable alternatives to Meta and Google for both audiences and marketers. A recent Trade Desk report reveals that 57% of Canadians' online time is spent on the open internet, encompassing activities like streaming, gaming, news consumption, and messaging. Surprisingly, only 19% of advertising dollars are allocated to the open internet compared to walled gardens. This data challenges us as marketers and communications professionals to delve deeper into audience behaviour across various online spaces. Our focus should not only be on identifying where audiences spend their time but also on recognizing the intentional spaces that drive active engagement from Canadians versus passive consumption. These spaces often exist within the open internet landscape.

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We were thrilled to have Jake Karls share his story with SKU's Spring '24 founders in yesterday's Social Media class. The co-founder of Mid-Day Squares is truly an expert in how to break through the noise of a crowded category with creative storytelling. Jake and SKU alum Sean Riley at DUDE Wipes have been two of the most effective founders when it comes to leveraging social media. #cpg #cpgs #startups #cpgstartups #socialmedia #socialmediamarketing #accelerator #cpgaccelerator #consumerproducts #digitalmarketing

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Advertising/Marketing/PR/Comms as an industry is absolutely unrelenting. About a month ago, I had a lengthy conversation with Denise Gorgosilich about the day-to-day schedules of folks in the industry, and how it's mostly just focused on survival. People within the industry and outside of it expect us to be up to date on the newest thing and newest trend, when we haven't even fully learned the last thing. If it's not the next date of significance, it's the next technology, or the next SaaS tool. When I talk to people about this issue, I'm often met with, "it's not just your industry...accountants, lawyers, doctors, etc. all deal with this". But as per this brilliant IPRA International Public Relations Association article shared to me by Iselin Klev (thank you!), our industry is different mainly because it's extremely undervalued. Here's an excerpt from the article: "We live in a world that demands as much professionally from us as lawyers, management consultants, and business leaders. Yet, our contributions are not recognized at the same level as these three categories of professionals. And there lies one of our fundamental problems: The recognition of and willingness to pay for the value of our services has not kept pace with the increased complexity of our everyday life. We are relatively underpaid for deliveries that require more from us. The reason is that even in a world where companies live and die by their reputation, PR still does not have the same recognition as finance or law among the buyers of our services." As Deyra Jaye Fontaine mentioned before to me, a lot of this is self-inflicted by industry folks themselves, but when everyone else around you is doing it and expecting it, it's hard to change. We need more conversations around this sooner as more and more professionals are leaving the industry, while less and less of the younger generation is interested in working in it. And I don't blame them. Article: https://lnkd.in/gPTFNMaa #WorkLifeBalance #WellBeing #MentalHealth

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It was a thrill to attend IAB Canada’s State of the Nation event yesterday. Insightful discussions amongst leaders and experts in the industry. Couple of things I took away: - Starting off with predictions for 2024; anticipate further shift towards direct investments, increase in retail media and CTV catching its stride. - The link between productivity and spend is more important than ever; this includes labour productivity to sustainable approach with media. - A cookie-less world; with cookie depreciation, most advertisers have tested and feel good about it (76%). - A popular topic “Gen AI”; most have implemented or are planning to include in their work flows for efficiencies. If you haven’t already, you better get started. - Advantage lies at the nexus of omni-channel and challenger branding approach; adaption and agility. This includes being ready to invest for the future, maximizing resources and applying rigour to marketing spends. - Regulatory landscape is moving quickly and not slowing down; stop thinking relatively and start being proactive. An afternoon well spent - thanks Sean McConnell , Allie Diep and the team at LinkedIn for the opportunity! EssenceMediacom Canada, GroupM #IABCanada #StateoftheNation #GroupM #EssenceMediacom

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