Shane Ogilvie

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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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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Again, what you're not, can be more differentiating than what you are! This example from Burger King, from 4 years ago, is boldly different, and rooted in what they're not, producers of food loaded with preservatives. This bold move led to a 14% increase in sales, 8.4 billion impressions, $40 million in Earned Media Value, and an 88% boost in positive brand sentiment. #brandstory #brandstorytelling #differentiation #videomarketing https://lnkd.in/gsEGx_ib

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We do all types of strategic and creative work at 123w (One Twenty Three West). Our team of experts can do all types of great advertising, design, digital and branded content projects. One of the things we've become extremely strong at is what we call brand transformations. Where we completely modernize a brand for growth. The world is changing. Brands must evolve and tell their story in the most smart, ownable and creative way. Here's an article that explains a couple of recent brand transformations. I'm also happy to chat with anyone who thinks it's time for their brand to modernize and transform. https://lnkd.in/gEKDh_u7

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Let's be clear. Most of this is not "Gen Z slang". It's not "TikTok slang" either. Most of it is AAVE (African American Vernacular English). AAVE roots run deep in our history, and was originated by the Black community in the USA (and to some extent, Canada). It was also looked down upon before becoming as popular as it is now. So let's start giving credit where credit is due. Video source: https://lnkd.in/gEChWwv7 #HistoryMatters #ContextMatters #LanguageMatters #JEDI #EDI #DEI #DEIA #InclusiveMarketing #InclusiveCommunications #InclusiveBranding #InclusiveAdvertising #InclusiveResearch #InclusionMatters

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Writing a good press release involves restraint. It eschews bombast and presents information in a measured way that allows the announcement to speak for itself.  You need to top-load a good press release. Give all the pertinent information as close to the top as possible. This isn’t something where you need to keep the reader (journalist) in suspense. They’re going to make their decision within the first paragraph, so put all your important information high up and use the rest of the PR to flesh it out. #Copywriting #PressReleases #CorporateCommunications --- Need a content strategy? Let's talk. Need a ghostwriter? Tell me about your project. Want a free website audit? Ask me how.

How to generate 20+ high confidence ad concepts in 1-2 minutes, even when you feel as creative as a potato.

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Strong creative strategy wins over media buying tactics. ALL. DAY. Here's how I’ve worked with a fast-growing jewelry brand (new client!) to: ❤️ Lower acquisition costs from $56 to $38 ❤️ Lift In-Platform ROAS from 2.8 to 4.2 💰 Position for their most profitable Q4 yet Step 1. Deep dive research, To understand: What do our customers ACTUALLY care about? Step 2. Deep dive competitive research, To understand: What messaging is needed to outdo our competition? Step 3. Ad account analysis and creative breakdowns, To understand: What are we saying right now? Where are the gaps? Step 4. Produce creative that has well-backed evidence and research to support: 🧠 Meeting customer desires, 🧠 With messaging that separates us from the competition, 🧠 With an audio experience that drives a deeply sentimental feeling. ❌ Current messaging: "Get affordable 18K jewelry" ✅ Revised messaging: "Strengthen family bonds." Emotions drive purchases. ("I neeeeed to get this.") Logic drives justification. ("It's a great deal anyways.") Emotion + Logic driven ads are undefeated.

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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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Here are 3 important reflective question for #Marketers, #Communicators, and #Advertisers etc. who want to be more #inclusive in their work... Take a look at a current brand campaign for your own org or your client's... 1. Do they merely include underrepresented voices or do they feature them? 2. And if they're featured, is the story created by someone with the same lived experience? If not, is it based on cultural insights that are gathered and generated with someone of the same lived experience? 3. And lastly - this is one that's often overlooked - are you sharing a story that is deeply culturally nuanced enough that it breaks through stereotypes and provides diversity within that culture? (A diversity that underrepresented voices are often not afforded at the same level the dominant culture is) #JEDI #EDI #DEI #DEIA #InclusiveMarketing #InclusiveCommunications #InclusiveBranding #InclusiveAdvertising #InclusionMatters #InclusiveWorkplace #InclusiveCulture #InclusiveHiring #DiverseTalent

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I love this viral trend of #MicroFeminism that's been happening in the past few months. It sure beats the consistent micro (and macro) misogyny that one encounters on a daily basis. Though this doesn't directly support trans and nonbinary people, I believe in progress over perfection. So, here's two of mine: ➡️ My daughter now knows after years of consistent reinforcement and affirmations that she is "big and strong", as well as "smart" and "funny" and being "beautiful" is more about the inside than the outside. ➡️ I often correct people that assume my wife and I's gender-based roles: a) No, I don't do all the driving. In fact, my wife drives us 90% of the time - I'm usually the one in the back with our toddler daughter b) No, my wife doesn't handle all the daycare/school registration, classes searching/registration, babysitter interviews, bday party planning, trip planning etc. I do it, so you don't only have to talk to me about sports and business. c) No, my wife didn't force me to go to counselling. We both agreed we wanted to see our respective therapists more frequently after our daughter was born. d) No, my wife does not handle the family calendar. I do, so you can go ahead and send the kid's birthday party invites to me. e) No, she is not the pushover parent, I am. She is strong with her boundaries with our daughter and frequently has to remind me to not be so permissive. What are some of your acts of #MicroFeminism? Video source: https://lnkd.in/gtmC6hWz #JEDI #EDI #DEI #DEIA #InclusiveMarketing #InclusiveCommunications #InclusiveBranding #InclusiveAdvertising #InclusiveResearch #InclusionMatters #Feminism #CounterStereotypical #ProgressOverPerfection

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The simplicity is pure gold.

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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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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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All awards are not created equally. At Cannes, I look out for the Creative Effectiveness Grand Prix. It has been awarded to Kraft Heinz and their awesome creative agency Rethink in Toronto. Going through the award entry you just see a constant stream of excellent work that consistently builds on the message ‘It has to be Heinz’, reinforcing their category leadership position and driving business performance. This is what marketing should be about. Achieving a commercial business goal by driving changes in consumer behaviour by brilliantly executing strong plans with superb creative. It’s not rocket science. But sadly, too many businesses get distracted from the basics and the focus that make it possible. Businesses like Heinz have called out the critical role that marketing capability has played in getting them into the position to win awards like this. LockSmith can transform your marketing team into highly effective drivers of long-term profitable growth for your business. So, drop me a line if that sounds like what you need. And stay tuned for more updates and insights from Cannes. We’ll make it easy for you to Ketchup on the key take outs (couldn’t resist). #canneslions2024 #marketingeffectiveness

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