Lucinda Williams

For the "go woke, go broke" crowd that permeates through many brands across North America and beyond... ...I'm happy to say that you're wrong. A whopping *75%* of consumers globally say that "diversity and inclusion – or a lack thereof – influence their purchase decisions." This comes from Kantar’s 2024 Brand Inclusion Index - a survey of more than 23,000 people in 18 countries. Valeria Piaggio, Global Head of Diversity, Equity and Inclusion at Kantar, expands on this: "It’s a myth that inclusion marketing is about marketing to minorities. Inclusion marketing is expansive marketing. One of the fundamental ways to grow your brand is to predispose more people to it. Yet when brands exclude consumers – whether that’s because people don’t feel welcomed when shopping in store or their advertising doesn’t reflect diverse communities – it’s an easy miss. Millennials and Gen Z prioritise diversity and inclusion even more than other groups, and as these populations grow in size and buying power these issues will carry more weight. Brands will be rewarded if they stand by their values – especially in the face of vocal communities which stoke the culture wars by pitting minority groups against one another.” So in the wake of so many brands cutting back on their #DEI staff and spend, treating inclusion like a checkbox that can be layered in whenever convenient, or just deprioritizing #DEI to pre-2020-like conditions, this is your wake-up call. It's time to get back on track. Your customers want it. Many are even demanding it. What are you waiting for? #JEDI #EDI #DEI #DEIA #InclusiveMarketing #InclusiveCommunications #InclusiveBranding #InclusiveAdvertising #InclusiveResearch #InclusionMatters #InclusiveWorkplace #InclusiveCulture

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Understanding customer behavior inside the store is essential for both retailer and brand. If you are attending Retail Technology Show, don't forget to check out "What's In Store for Retail Media Networks" hosted by Scala #RTS2024 STRATACACHE Walkbase #innovation #technology #Consumerproductgoods #retailers

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🚨 ATTENTION TORONTO 🚨 Do not sleep on this event! Leaders from major brands (TELUS, Metrolinx, and Orium's long-term client Harry Rosen) sharing their hands-on experiences moving to a modular, modern commerce architecture and scads of industry experts to provide insider knowledge and insight for folks interested in and thinking about composable technologies. Perfect chance to get to know (or know more about!) #MACH and #composable technologies.

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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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Can you REALLY articulate what makes you different from your competitors beyond using blanket words like 'innovation' 'customer experience' and 'culture?' What are your REAL proof points? Not sure how to answer that one? Watch below!

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Just wrapped up an inspiring conversation with Carolyn Sheskier (Volper), and I can't help but share how refreshing it is to connect with a senior marketer who truly values good strategic planning. We delved into the nuances of professional services marketing versus product marketing—unpacking both the synergies and the differences that make each so impactful when done right. It’s not every day you find someone who gets it, and those are the moments that remind me why I love what I do. We also couldn’t resist diving into the realities of AI for marketing leaders who are working to move the needle for their organizations. The good (ideation), the bad (content gaps), and the ugly (no way I’d put that copy in front of my audience)! The challenge is in figuring out how to embrace AI strategically—maximizing the benefits while keeping the human touch at the core of what we do. Individuals who really know how to synthesize volumes of insights, navigate complex teams and prioritize the initiatives that drive the business’ strategy forward are still desperately needed and invaluable to the marketing org. At Captivate Communications, connecting with top professionals like Carolyn is one of the ways we keep growing. It’s part of our commitment to hyperlearning—continually expanding our expertise and our network so we can deliver even greater value to our clients. Here’s to more conversations that challenge us, inspire us, and push our thinking forward!

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Last August, Kleenex blew this place. The popular tissue brand disappeared from Canadian shelves. Yet Canadians like me will keep asking for a “Kleenex” while grabbing for Scotties, Royale, or whatever other tissue is around. Think about that. The brand that’s been synonymous with facial tissue in Canada since the 1920s... gone. It joins other fascinating examples of brands that became the category name: • Taking “un Kodak” (a photo, in French) • Xeroxing a document • Googling something • Getting on the Escalator (originally a brand name) • Sipping from your Thermos • Doing up your Zipper (originally a B.F. Goodrich trademark) For product makers, it‘s a sobering reminder: Even category dominance – to that absolute pinnacle where your brand name becomes the generic term – doesn't guarantee continued prosperity. Markets change. Consumer preferences evolve. Distribution challenges arise. The biggest irony? Your brand could live on in language long after your product has been squeezed out of the market. Link to full story in comments. 👇 What did I miss? What other generic terms started as brand names? #ProductStrategy #Marketing #BrandEvolution #Innovation

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Is your brand ready for the holidays?... It is hard to believe it is August. Kids will be heading back to school soon and before we know it, the holidays are here! This means brands need to start preparing (if they haven't done so yet) for holiday sales. This means, creative, messaging, media channels, etc. While prepping for it, here are some interesting nuggets to have in mind from the article I linked. -  Nine in 10 holiday shoppers (91%) want to see ads that offer a specific promotion, and seven in 10 (71%) appreciate ads that make it simpler to purchase the featured item (source: LG Report) - Fifty-six percent of CTV users will turn to search engines to research gifts this holiday season, with 36% saying they’ll search online after viewing streaming ads, per LG. And 34% will visit a retail website, with 42% saying they’ll go to a brand website after seeing a streaming ad. -- I suspect very similar behaviors from Linear TV viewers. - The majority of holiday shoppers will shop Black Friday (86%) and Cyber Monday (84%) deals, but 70% will take advantage of in-store Black Friday sales. Nearly half (48%) think Black Friday and Cyber Monday is when they’ll get the best deals. A comprehensive strategy that includes mutiple media outlets (TV, Paid Search, Paid Social, paired up with ongoing organic efforts) to meet the customer where they are is the key. Making sure that the top of the funnel is constantly being fed while nurturing consumers on the subsequent funnels will increase conversion rates. And just as important, a seamless top notch customer experience throughout the process will ensure consumers to come back. #d2c #holidays #advertising #ecommerce https://lnkd.in/eRbzVd75

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Unleash Your Brand's Story Connect, engage, and build trust with your audience through the power of storytelling. Discover how to craft compelling narratives to elevate your brand's presence. 📚✨

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Leverage data to create experiences and deliver value. 👆 The big takeaway from #RCCSTORE2024 - and there's opps for brands! Incredible 2 days at the Retail Council of Canada's STORE 2024. Great speakers from every aspect of the industry shared what they were working on in the year ahead. 3 key trends appeared: 1) DATA, DATA, DATA There was no escaping the importance of data. From collecting it to analyzing with AI to creating customer experiences.... Both brands and retailers are focused on ways to gather more data and use it to drive loyalty and gain market share. 2) EXPERIENCE MATTERS Online and in-store, retailers are focused on elevating the shopper experience. In-store this includes a lot of technology including digital shelf edges and product discovery. It's also looking at self-checkouts and improving the experience for older consumers. Online it's focused on fast search, easy checkout and detailed product descriptions and reviews. This is particularly critical when engaging Gen-Z shoppers. 3) HIGHEST VALUE WINS Consumers are heavily influenced on where to shop and what to buy by the perceived value. While price is certainly a major factor, convenience and health benefits also play a role. Linked to the first two, understanding how the shopper defines value is critical in developing strategies that deliver results. This is how retailers are viewing the year ahead: it is highly beneficial for brands to contribute in these areas! If you need assistance in gathering consumer insights or securing more product reviews.... DM me as I and Caddle would love to provide the voice of the Canadian consumer to your strategy! ------------------------------------------ Get more product off shelves and into baskets with the latest in CPG, retail & consumer trends at 10:30am M, T, H & Sat by following Jared! Drive trial & get reviews with Caddle - DM me to learn more. Photo Credit: Tanmay #shoppermarketing #ecommerce #sampling #CPG #marketingstrategy #marketing #omnichannel #omnichannelmarketing

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If you think it's been a tough environment for CPGs, buckle in. This 1-pager highlights the five market forces disrupting the industry and provides actionable insights on how to turn them into competitive advantages. #CPG #Retail #Consumer #Commerce Interpublic Group (IPG) Inc. Magazine

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In this episode of The Pub Way, Tina (Borelli) Iannacchino and I sit down with Nii A. Ahene, Chief Strategy Officer at Tinuiti, to navigate the complexities of the fast-paced digital marketing world. They emphasize the challenge for brands to produce rapid, yet effective, content for vertical video platforms like TikTok and YouTube. During the episode, they discuss: 🔍 How to navigate consumer attention in a changing landscape 🎯 Strategies for successful content production & amplification ⚡ How to adapt to the speed of vertical video 🎧 Tune in now: https://lnkd.in/gJvZ-9Vk #ThePubWayPodcast #Publishers #AdTech SeedtagTina (Borelli) Iannacchino and I sit down with Nii A. Ahene, Chief Strategy Officer at Tinuiti, to navigate the complexities of the fast-paced digital marketing world. They emphasize the challenge for brands to produce rapid, yet effective, content for vertical video platforms like TikTok and YouTube. During the episode, they discuss: 🔍 How to navigate consumer attention in a changing landscape 🎯 Strategies for successful content production & amplification ⚡ How to adapt to the speed of vertical video 🎧 Tune in now: https://hubs.li/Q02KzrVK0 #ThePubWayPodcast #Publishers #AdTech SeedtagTina (Borelli) Iannacchino and I sit down with Nii A. Ahene, Chief Strategy Officer at Tinuiti, to navigate the complexities of the fast-paced digital marketing world. They emphasize the challenge for brands to produce rapid, yet effective, content for vertical video platforms like TikTok and YouTube. During the episode, they discuss: 🔍 How to navigate consumer attention in a changing landscape 🎯 Strategies for successful content production & amplification ⚡ How to adapt to the speed of vertical video 🎧 Tune in now: https://hubs.li/Q02KzrVK0 #ThePubWayPodcast #Publishers #AdTech Seedtag

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Excited to share that I will be speaking once again this year at the 13th Annual Customer Experience Canada Summit. If you're attending, pop by on May 30th at Hotel X and hear me share on the topic of "Futureproofing CX for Emerging Consumer Brands". Explore how emerging consumer brands can future-proof their customer experience by enabling digital transformation initiatives through strategic collaborations. Gain valuable insights into digital commerce trends and practical strategies for enhancing CX and driving growth in a resource-constrained environment. #CXSummit #CustomerExperience #CXStrategies #DigitalTransformation #CXChallenges

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If you need quick insights or have questions about the shopping journey.... 👆I've got the voice of the 🇨🇦 consumer ready to quickly answer! Consumers consider a lot of factors in their buying decision. Discoverability, price, ingredients, emotional benefits, convenience.... or ethical reasons such as the Loblaw boycott. We ran a rapid response survey to understand how Canadians found about the boycott and what are the expected outcomes for the boycott (link in comments). The impact study like the above, understanding flavour preferences, gaining insight into purchase frequency or evaluating campaign taglines…. As long as it can be answered in 5 questions these surveys can find the answers! Not sure of the questions to ask? No problem! Tell us the objective and our research team will help develop the survey. The more you can understand your consumer, the better your marketing decisions will be! In light of the high interest following the aforementioned study, Caddle and I have an amazing offer for all our custom insights enthusiasts and market researchers. Until June 30, we are offering $5K off our bundle of 10 Rapid Response surveys! To take advantage of this 20% off, DM me or contact us at https://lnkd.in/gwQ6r9cn. #research #consumerinsights #canadianconsumer #data #innovation #surveys #promotion

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Congratulations Carley Williams on your promotion to Senior Manager, Delivery & Strategy Operations! Your unique experience, personality and hustle make you so effective at providing value and having impact in so many different ways across the organization. You take our ideas to the next level by getting sh*t done, making things - and making sure things - happen. Your ideas help us think differently and operate more smartly. Thanks for all you do. Proud of you!! And thanks for being my partner in crime, keeping me honest and on task, wouldn't want to do this without you! :) Think Big. Own it. Have Fun. 😎 NP Digital

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Take a gander at this comprehensive, multi national report on the Future Shopper! It extends previous work and has critical points for all marketers who are aimed at maximizing online strategies! #VML #FutureShopper #Future

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A few years ago, I was asked by my leadership team to "break down" my philosophy on client services, particularly when a "tough conversation" needs to occur due to some error on our side. Luckily, I heard something from an NHL broadcaster many years ago that has guided me well: "When you mess up, dress up and fess up" My friends north of the Canadian border may be familiar with Jeff Marek - a Sportsnet-employed host of various shows and podcasts - and his life philosophies. This one has done well for me over the years and here's why: Actions speak louder than words, we can all agree on that. So when a mistake has been made, your actions will be under intense scrutiny, as they should be. You must admit the mistake and provide a transparent and professional solution to that mistake while showing how important this moment is to you. Critically, the second point (dress up) is one that most people miss. We've all received an email or Slack saying "Oops, this thing happened!" but that's not good enough, in my opinion. What we often don't get is a phone call. No other form of communication (other than showing up at their front door to deliver the news, which is too much) can match the gravity of a phone call. Especially in 2024, where people are seemingly allergic to face-to-face, a phone call is a good kind of disruption and ensures there are no distractions from the conversation. The next time you have an "Oh crap, I messed up..." moment, I highly suggest dressing up and fessing up ASAP to start to turn the tide. Your clients deserve nothing less.

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Your customers can't resist! POP displays can boost sales by 25% and spark 68% more impulse buys. At CDP North, we create displays that do the heavy lifting—so your products get noticed, and you see results. Let’s build something your customers can’t walk past! #RetailMarketing #CDPNorth #SalesGrowth #design #creative

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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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