Mark Makuch

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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What healthcare marketers need to know about HCP engagement in Canada. Thanks for the great conversation!

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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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"Every company is a tech company" - Al Lindsay Was super fun to watch the latest episode of Digital Clinic featuring my good friend Al Lindsay. He's been on the bleeding edge of AI and ML for many years and it was great to hear his insights on how these technologies will impact healthcare and virtually every other business. Check out his episode! https://lnkd.in/gFFNgrRa

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Last week at the American Marketing Association (AMA), Toronto CMO event, Dr. Augustine Fou, Laura Baker, Vivianne Gauci, Jay Badiani and I talked about recent trends we are seeing and experiencing. Topic included #ai, #digital #adfraud, #budgets, #dei and #sustainability. Here's a recent article published by the American Marketing Association that dives a bit deeper into those topics and other trendlines. Long story short, marketing budgets are declining and decreasing as a share of company operating budget. Brand doesn't build itself--you need to feed, water and nurture it for growth. Take a read and share your thoughts. https://lnkd.in/eEjYTVRX? utm_medium=email&utm_source=rasa_io&utm_campaign=newsletter

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ICYMI - IAB Tech Lab has developed comprehensive guidance to help navigate the complexity of ID solutions as we move closer towards cookie independence. Thanks Patti Summerfield and Media in Canada, for covering this important release from IAB Tech Lab - to access the guidance, see comments. #idsolutions #PETs #digitalads #advertising #data

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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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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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I’ve written over 200 press releases for various companies and read hundreds more during my time as a beat journalist and there are a few things I’ve learned about them over the years.  Perhaps the most important thing is that a press release is not an article and therefore does not require a traditional intro to set the scene or hook the reader like you would put on an article.  It’s literally part of a journalist’s job to go through the press releases they receive during the day that pertain to whatever beat they cover.  The “hook” is that the PR pertains to their beat. All they’re after is the information. Once they get the information, they’ll decide whether it’s worth following up with you.  The PRs I hated most when I was doing beat journalism were the ones that tried to set the scene or provide background information upfront.  No scene setting is required. The reporter probably knows your market as well as or better than you if they’re covering it for a living. And you can fill in the background information AFTER you answer the following questions:  - What’s the announcement? - Who’s making the announcement? - Why is this announcement important? - When does this announcement become important? - Where are the areas affected by this announcement? - How does this announcement affect the people in that area?  These questions may vary slightly, but the who, what, when, where, why and how should be answered upfront. (You’ll be saving extremely busy people time and saved time is always appreciated.) When writing a press release, the golden rule is: 𝐆𝐞𝐭 𝐭𝐨 𝐭𝐡𝐞 𝐩𝐨𝐢𝐧𝐭.  If you are in the market for press releases written by someone who has been on both the sending and receiving end of them and who understands the best way to format them, drop me a line and let’s talk.  #PressReleases #CorporateCommunication #PublicRelations --- Need a content strategy? Let's talk. Need a ghostwriter? Tell me about your project. Want a free website audit? Ask me how.

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We've been working with Dr. Nicole Negar Sazgar for a year, and the results have been amazing! Her practice has seen more new patients and better visibility on Google. Here's how we helped Dr. Sazgar: 1. More new patients 2. Better Google visibility 3. Fast responses to questions 4. Easy handling of changes Do you want to improve your dental practice's online presence and get more patients? Comment "GROW" and let's talk about how we can help you too!

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Marketing research professionals should take heed of the pollsters’ problems If the experts crunching data to predict elections are getting it wrong, why should we trust the experts to predict consumer behaviours? My latest Free to Disagree column in Campaign Canada https://lnkd.in/eitc6T_7

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Embracing these opportunities will build customer loyalty and elevate your business.

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In the evolving landscape of #HealthcareMarketing, the #DTC approach presents both unprecedented opportunities and significant challenges. Join us on May 29 to hear from @David Reim and @Luk Arbuckle as they discuss increasing concern over the potential to identify individuals when health data is combined with consumer data. Learn more and register here: https://lnkd.in/eEvvuDWF

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Hear Ipsos experts discuss the evolution of obesity treatments, including clinical efficacy and safety results, HCP and consumer perspectives, market adoption, and the access, reimbursement, and intellectual property (IP) landscapes. https://lnkd.in/g8sSBzyy

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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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