Camille Thorneycroft

And this is this time of the year again… Time for an incredible week of creativity at Cannes Lions International Festival of Creativity So, no better time to reflect and remember great campaigns we developed with our agency partners in the past few weeks. One that is very close to my heart is our #MyHairAMiModo campaign. A campaign that embodies the special meaning and privilege it is to work on Dove. Giving us the opportunity to challenge stereotypes and redefine Beauty. Recent Dove research uncovered that 9 in 10 women feel pressure to style their hair according to society's expectations. When you think of the deep emotional meaning of hair, the way it tells your story, brings out your personality, builds your confidence… this is something that needed to be addressed. As a community with diverse hair profiles, this pressure is deeply felt among Latinas, who have been responding by using their voices to champion hair self-expression – especially on social media. To celebrate these efforts and continue to drive the conversation, Dove has launched #MyHairAMiModo. Teaming up with Li Saumet from Bomba Estéreo to re-record their viral hit “Soy Yo” with updated verses that speak directly to hair positivity, with a new music video that truly captures what #MyHairAMiModo is all about. Let’s celebrate the Beauty of all Hair. Let’s change Beauty. #MyHairAMiModo #Dove #LetsChangeBeauty Campaign Strategy & Creative: Media.Monks PR & Earned: Edelman Influencer: Collectively Paid Media: Mindshare Ekaterina Anikina Lexie Macko Bronwen Ambridge Firdaous El Honsali Alessandro Manfredi Brian Kennedy Priyanka Malhotra Dana Paolucci Zeba Irani Dayna Bier Kathryn Fernandez https://lnkd.in/etTCeigf

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👋 NYC ! Sometimes you just need to look up. We spend so much time looking ahead to the next linear thing that we forget to look up and be inspired by the sky, by the stars - and giant out-of-home digital billboards in New York City. E.L.F. BEAUTY just took over some of the biggest OOH media spaces in and around Wall Street, including The Oculus and Fulton Street Station among other locations, so we could invite other businesses to help us Change the Board Game. 👀If you are in NYC, check it out 👀 We believe that if we collectively bring more diversity to the highest seats of power and normalize inclusivity, we will all win. To get your attention, we – working with our e.l.f.ing amazing partners at OBERLAND – did a lot of research. Key word, A LOT. It turns out there are more men named Richard, Rick, or Dick (Dicks) serving on U.S. public company boards than women and diverse groups. That data comes from analyzing the boards of directors of U.S. based companies listed on the New York Stock Exchange and NASDAQ using publicly available information across 36,957 existing board members across 4,429 publicly traded U.S. companies. e.l.f. exists to be positive, inclusive and accessible. We hope our peers and partners at other businesses will pick up what we’re putting down: a call to action to increase boardroom diversity to better reflect the communities we serve. This is our invitation to see what’s possible. Learn more at https://lnkd.in/dtPCaZyn

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Looking fwd to being part of this panel on crucially important topics of planet and people for the ad industry with Jake Dubbins of Conscious Advertising Network and this great bunch of panellists including Philippa Tilley of Unilever, James Shoreland of VCCP Media and Michelle Sarpong of the7stars. We will cover GAI, misinformation, climate change and fairness linked to supply chains.. ..can’t think of any more critical macro issues for our global industry.. #CannesLions2024 👇🏼👇🏼

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Google are dominating the headlines, but please don't let this new report into violence against women and girls (VAWG) from the National Police Chiefs Council go unnoticed today. It contains shameful statistics that highlight the scale of the 'epidemic'; - Over one million VAWG related crimes were recorded during 2022/23, accounting for 20% of all police recorded crime - Police recorded VAWG related crime increased by 37% between 2018/23 The use of online channels to facilitate more 'complicated types of offending' (E.g. Online stalking) and contribution of harmful online content have been explicitly called out during the launch of the report, which should provoke all marketers to pause and reflect on what we can do to foster a safer and more inclusive online world. A valuable resource on this issue is Global Alliance for Responsible Media (GARM) report tracking performance on brand safety across ten platforms. The Aggregated Measurement Report provides a simple and transparent framework based around four core questions that advertisers can use to understand how well the platforms are enforcing their policies in the context of the brand safety floor: https://lnkd.in/enCrSuQ8 https://lnkd.in/eD_qe6_g

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Surrogate advertising is bizzarre but also fascinating. For the unaware it’s the way out for categories which are not allowed to advertise, for example alcohol or tobacco or betting. It has to work harder since it’s advertising something made up or which is hardly intended to be sold like music CDs, water, mouth freshener. And because of this reason it has to focus less on selling/persuasion but more on branding and enjoyment. This forced constraint actually results in some great advertising which actually helps brand grow because it follows the principle of driving brand salience (distinctiveness) and not functional benefits (differentiation). Some great examples use the basics - easy to remember jingles, humour and strong brand codes. It also kills myths like “demand creation” - no one goes asking for music CDs from an alcohol brand.

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I wrote about the Emotional Gymnastics in the new movie It Ends With Us, starring Blake Lively, in my review for RIOTUS https://lnkd.in/eGqzBii5

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very interesting article! 🐝 True BEE (Brand Equity Enhancement) through values across all touchpoints.

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I have too much to say on the role of media in the violence we have seen this week. But for now a question : Brand Safety and Brand Responsibility are not the same and not equal in impact. What role are you playing with min this? You have power and influence from the daily micro decisions to the big moments of driving change. 

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Winner, winner, chicken dinner! (and McCain chips 🍟!) I’m thrilled to share that Circana’s collaborative effort on the IPA (Institute of Practitioners in Advertising) entry with McCain Foods and adam&eveDDB has achieved remarkable recognition at the IPA Awards 2024, winning... 🏆 A Gold 🏆 The Charles Channon Prize for Best New Learning 🏆 The Grand Prix! This unprecedented achievement is a testament to the hard work and innovative thinking of all contributing authors including the legendary Les Binet. A special shoutout to Amanda Rowe and Steven Jones from Circana, whose dedication and expertise in media, price and promotional analytics played a crucial role in our measurement success. They are not ones to enjoy the limelight but as the leader of Media and Analytics at Circana, I am incredibly proud of our contribution and the teams expertise. McCain's continued brand building efforts contributed a 56% increase in sales value from 2014 to 2023 and a +32% margin contribution. Key Learnings from the submission Long-term Brand Building: Investing in emotional brand-building strategies can significantly reduce price elasticity, leading to increased profitability even amidst economic challenges. Resilience Through Strong Branding: A strong brand can withstand market fluctuations and cost pressures better, maintaining its market position and profitability. Focus on Longevity: Effective marketing strategies are built over years, not quarters. Consistent brand messaging creates lasting impact and resilience. Proactive Branding: Building a robust brand during stable times ensures resilience during crises, enabling companies to navigate price increases or demand fluctuations effectively. Advertising's Impact on Price Sensitivity: Beyond driving short-term sales, brand advertising plays a crucial role in reducing price sensitivity, enhancing long-term profitability. Congratulations again to all involved in this groundbreaking achievement! #IPAEffectivenessAwards2024 #Marketingeffectiveness #EffectivenessAwards #marketingmix #cpgmarketing

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Coachella: a cautionary tale for brands. Despite its star-studded lineups and passionate attendees (we see you, Taylor Swift!), the festival recently hit a sour note with a record-breaking lack of interest. Over the years, Coachella went from music fest to brand extravaganza. Brands, eager to be 'cool,' splurged on everything from art installations to VIP parties, reaping short-term benefits and boosting Coachella's visibility as a marketing benchmark. But nothing lasts forever, and now they're facing the music. What does Coachella stand for today? What legacy has it created? Without clear guidelines for partnerships, space usage, and participation - letting people use it the way they saw fit - Coachella's brand has been diluted away. Brands, take note: protecting your equity goes beyond logos. Comprehensive guidelines should cover employee conduct, decor, and partnership strategies, ensuring a cohesive brand experience. Coachella can bounce back, but it will take deep reflection before next year's lineup announcement to reclaim the essence that made it special to begin with. #Coachella #Brand #BrandExperience

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What if you could make what was once exclusive to the happy few accessible to the happy many ? When I joined e.l.f. nearly 6 years ago, I read hundreds of letters from our community thanking us for opening doors that other brands shut them out of. The deep emotional connection was hiding in plain sight. I realized e.l.f. was more than just a beauty brand, it was a mark of access. It was an invitation to the inaccessible. It was inclusivity in a world of exclusivity. At E.L.F. BEAUTY we are passionate about democratizing access. We make the best of beauty accessible without compromise. Because you can have it all - quality with affordability, and value with values. With 2/3 of Americans living paycheck to paycheck, and the share of households living paycheck to paycheck rising over the last few years, we don’t believe anyone should have to trade a meal for a lipstick. We pride ourse.l.f.z on leading with a deep understanding of the consumer mindset and affordable luxuries. We appreciate all the little ways people “treat” themselves — whether it’s a $5 lippie or a $5 latte. We invite every eye, lip and face to partake in the everyday sparks of joy our offerings can uniquely bring 👀💋🤩

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I felt lonely and socially isolated many times in my life and I never told anyone…that’s why I’m proud to work for a company that actively supports the fight against social isolation because together we can make a difference and raise awareness. Social isolation is more common than we think – and the impact is profound: 🔹 1 in 4 people feel socially isolated. 🔹 40% feel ashamed of feeling isolated. 🔹 58% feel helpless when seeking support. These insights from NIVEA’s global study on social isolation highlight the urgency of addressing this issue. That’s why we’re launching NIVEA CONNECT – our global mission to fight #SocialIsolation and build meaningful relationships. With projects launching in 40 countries by 2026, we’re taking real action to break the cycle of loneliness and help people truly #connect. This is how we #WinWithCare🌍💙 #NIVEACONNECT #CareBeyondSkin #MentalHealth

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Pouring Creativity into Every Drop 🍹 Discover how Hero Next Door transforms beverages into showstopping visuals that leave audiences thirsty for more. From the perfect beer cascade to the mesmerizing swirl of a cocktail, our cutting-edge CGI brings liquid magic to life. 🍺🍷🍸 With a powerful mix of creativity and AI-driven production, we deliver: ✅ Jaw-dropping content for every platform ✅ Faster turnarounds at lower costs ✅ Visuals that set your brand apart Ready to see the extraordinary? Watch our latest liquids and beverages reel and experience the difference. #HeroNextDoor #hnd #beveragecontent #liquidgold #cgi #marketinginnovation #beverages #liquids

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SOLD OUT! The words everyone in retail wants to hear... but it's bittersweet, right? Our recent lingerie campaign in the Philippines blew forecasts out of the water. We quickly turned production back on and 'topped up.' The lesson? Hold production tentatively and be ready to move quickly to meet demand. 🛍️💃 #RetailSuccess #MarketingStrategy #FashionForward #AlwaysBePrepared

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What kind of beauty do we want AI to learn?​ ​ I am so grateful to be part of the great work done by Dove, as we enter the 20th year of the Campaign for Real Beauty. Dove work is not done yet – from our biggest ever study of beauty around the world, we know that women and girls still feel huge pressure to be a certain type of beautiful. And that one of the biggest threats to the representation of real beauty is AI, which is predicted to be 90% of the content online by 2025.​ ​ AI generated content is perpetuating unrealistic beauty standards and lacks representation; even when women and girls know the images they see are fake or AI-generated, still 1 in 3 feel pressure to alter their appearance when exposed to these visual representations.​ ​ In Dove’s new campaign, #TheCode, we reflect on the fact that AI, like any new technology, has the power to become whatever we want it to be, it’s up to us. AI can mirror the biases society has towards women’s representation, but it also can learn to become more diverse and inclusive, and that’s what we see in the film.   The work that Dove began 20 years ago is more important than ever. That’s why today, Dove renews its vows by committing to #Keepbeautyreal, by never using AI to create or distort women’s images in our ads. And we are taking action to equip people, creators and brands using AI, to make the most of it when exploring and generating Real beauty. We’ve developed the #RealBeautyPromptPlaybook, a free tool to create visual content that widens the representation of beauty on the most popular GenAI tools.​ While Dove and creators cannot change the pre-existing biases of the data AI uses to generate images, we can help to change the generated images outcome through the power of the prompt. ​ Let’s #Keepbeautyreal. Even in AI. 💙​ ​ Head to Dove.com/KeepBeautyReal to find out more.​   #Dove #LetsChangeBeauty #KeepBeautyReal #Unilever

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Saving the best for last ... my final Shoptalk Europe 2024 takeaway: The retail media revolution, coming to a market near you: in the US, #retailmedia spend is already on par with TVC spend. Here in Europe, it’s only 1/10th the size, but growing fast (15% CAGR) given its close relation to online #marketplace expansion and retailers recognizing its ability to transform their economics as an incremental revenue stream (i.e., at 60-65% EBIT margin, it can more than double current grocery margins of approx. 1.6%). For brands, purchasing and using this data across digital and shopper marketing initiatives will soon become table stakes – what they do to turn this data into true insight to understand and predict behavior remains to be seen. Again, thanks to Ben Miller and the entire Shoptalk team for a powerful, insight-filled 3 days in Barcelona. Looking forward to the next one!   Interesting companies we met:  Amazon Web Services (AWS),  Zitcha, Walnut Unlimited

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What kind of beauty do we want AI to learn? It’s up to us. As we enter the 20th year of the Campaign for Real Beauty, Dove's work is not done – its biggest ever study of beauty around the world reveals that women and girls still feel great pressure to be a certain type of beautiful. And that one of the biggest threats to the representation of real beauty is AI, which is predicted to be 90% of the content online by 2025. In Dove’s new campaign, The Code, we reflect on the fact that AI, like any new technology, has the power to become whatever we want it to be. In this video, it’s amazing to see the change Dove has already made, creating a universal code for changing beauty.   With this campaign, Dove is committing to #KeepBeautyReal by never using AI to create or distort women’s images. #KeepBeautyReal #LetsChangeBeauty #DoveSelfEsteemProject #Dove https://lnkd.in/dE_KwgMy

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