John New

Following My Japan Railway winning a coveted Black pencil at D&AD this week, I'd like to share the wonderful Contagious interview with ECD of Dentsu Creative Tokyo Yoshihiro Yagi last year about the initative - which is best described as Pokemon Go meets train travel. This interview was a really unique one for me, for starters because I don't often get to talk specifically about advertising craft, but more so because it was the first time an interpreter was present during an interview translating Yoshihiro's insights from Japanese to English for me. The cultural insight and challenge that Yoshihiro shared was that train travel had become a utility that Japanese people largely took for granted. The equivalent of how clean water flowing from your tap or a smartphone pinging you a message from the other side of the planet can become an expectation rather than a wonder of the modern age. But JR Group's sprawling and intricately detailed digital stamp initiative was a beautiful way to celebrate the 150th anniversary of the railway and for people to rediscover the joy of train travel by incentivising them to visit previously unexplored regions of their country. To get a more in-depth sense of why this campaign has won two of the biggest and most prestigious awards in the advertising industry, check out my Insight & Strategy below. https://lnkd.in/eg8ekx-5 #Creativity #Craft #Insight #ArtDirection #APAC #Ideas #Digital

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Rich and powerful people/corporations have opinions they can assert. Opinions don't change facts. Work will continue to establish 'The Global Media Sustainability Framework' or GMSF Thanks Ad Net Zero https://lnkd.in/eeeNWCyG

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If you’re in the world of comms, you know that risk and reputation is a critical component of planning and no longer a check box. Ogilvy #influenceO helps any brand investing in influencer marketing at scale, to add an extra layer and make sure we all do better to protect our brands and their consumers as part of these collabs. #influeceShield is a product all big brands should be considering for large scale campaign and key industry sectors.

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#ICYMI my superstar colleague Shilpa Kolte wrote an excellent piece for the Asia Video Industry Association about the #CTV paradox in Asia. 🎯 Despite exponential growth in audiences thanks to world-class local content and live streaming of sports, CTV supply generally remains scarce. 🎯 Broadcasters and publishers miss out on revenue and advertisers miss out on the opportunity to bring their messages to the biggest screen in the household. So, what can be done to address this imbalance? 💡 #Programmatic can help deliver better audience insights, remove operational overheads and drastically reduce barriers to entry for advertisers 🏆 As always, working with a partner that is customer-obsessed, laser focused on innovation and brings global scale is a must-have. So, check out the article (link in the comments) and happy reading! #MicrosoftAdvertising

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Big thanks to LBBonline - Little Black Book for asking me to contribute to its analysis of the recent Bellwether report. There has been some interesting insight from across the industry and it's always great to share the commentary with such brilliant industry leaders. The Business Side #insight #commentary #advertising #media #industry #leaders #commerce #growth #marketing

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Great to see this write up of Ekimetrics' roundtable with a veritable who's who in Luxury Fashion. Plenty of food for thought from the industry in the article, plus there's an accompanying paper, 'Driving Long Term Performance with Customer Lifetime Value' - link in the article or directly here: https://lnkd.in/evywmZdc Matt Andrew and Inge Hatton get all the cool gigs.

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As Earth Day is recognised around the world today, it is timely for those of us working in advertising, marketing and communications to recognise the role we can all play in pushing sustainable progress forward. This article in Campaign Asia-Pacific today from Sebastian Munden and Matt Bourn gives some great pointers on what we should be doing. As they say: 'Listen to the voices that challenge our industry, from within and from other industries, and make sure your work is helping to make positive progress.' We are brilliant at persuading people to do and buy things. We need to harness that energy and expertise into helping people understand what is happening to the world around them, how their actions can make a difference and how they can make better, more sustainable choices. #EarthDay

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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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WARC x TikTok for Business have released a really good thought paper on "Unlocking business impact through personal and cultural relevance" which I think is a must-read for marketers aiming to elevate their impact through cultural and personal relevance. In today's world where attention is fleeting and media fragmented all over the place, aligning your brand deeply with consumer values and identities isn't just beneficial—it's essential. This report highlights practical strategies for using platforms like TikTok to deliver personalized, impactful content that resonates authentically with audiences, not just on a personal level but also on a community level. Highly recommended for anyone looking to enhance their brand relevance and campaigns. Check it out here: https://lnkd.in/dFCzjc_n #MarketingStrategy #DigitalMarketing #CulturalRelevance #TikTok #Marketing

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In my latest episode, I explore the groundbreaking changes in digital media with industry expert Oliver Davies, Head of Product for Samsung TV Plus. This insightful discussion covers how TV Plus is reshaping the content creation landscape, especially for smaller players. Mastering UX: Oliver draws parallels with Apple's success in creating user dependency and familiarity through exceptional UX design, positioning a view of TV Plus through an amazingly compelling lens. Direct Market Access: TV Plus offers an unprecedented direct route to market for smaller production companies, bypassing the need for traditional broadcaster commissions. Empowering Independence: Content creators can now produce and distribute their own programming or leverage existing library content, gaining control over messaging and cross-promotion. Cost-Effective Solutions: Without the need for broadcast licenses or satellite space, this platform offers a highly cost-effective method for reaching consumers. Emerging Alternatives: Oliver predicts a future where alternative content thrives, moving away from traditional broadcasters and large production companies. Don't miss this episode filled with valuable insights on the future of digital media and how it can benefit content creators. To watch this interview simply come back to my profile this friday at 12:30 UK/15:30 Dubai Or register here to get a handy reminder from Linkedin in your diary https://lnkd.in/d7SwVC9v

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Join us at #LCAW2024  as we discuss how companies can help close the gap between what climate-conscious consumers say and what they do.  

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Watch Rahiel Nasir, digital sovereignty guru, take on The Pack: https://lnkd.in/gcaziw2q Learn new definitions of sovereignty, hear his thoughts on Europe’s relationship with big tech, and discover his fave 🇩🇪🎹 album… #ThePack is a new 🎥 series taking on the big topics in sovereignty, smart data & AI, security and sustainability.

In this episode of 7 questions to a marketer, I had a great opportunity to interview the creative powerhouse from Singapore, Guan Hin Tay, creative chairman of #BBDOSingapore and the author of the best selling book #COLLIDE. Check this out for some powerful insights,centered around brands and marketing. #brandguff #letstalkbrands

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Feeling so lucky to be part of Ogilvy Asia’s 30 for 30 program this year! Huge thanks to Sue Olivier for her inspiring leadership, and to Tope Ajala, Olubunkola "Bukky" Ojeifo and our amazing CEOs—from Kent to Kunal to Khun Jiravara. Another highlight? Meeting 29 incredible women from across Asia and building a vision to empower women leaders—truly a dream come true! ✨ My Top 3 Takeaways: 1. Be an Authentic Leader: Each one has a unique style - understanding our core strenghts & values will shape how we want our leadership style to be and what legacy we want to create. This program pointed me in the right direction, but it’s up to me to keep true to my core, especially when things get tough. 2. Curiousity fuels creativity: Curiosity keeps you learning, innovating, and finding new possibilities. Our best leaders never stop asking questions or seeking better solutions. Let’s never settle for the ordinary! 3. Confidence + Courage: I’ve often been comfortable doing my best work in the background, but this workshop reminded me: it’s time to take my seat at the table! When I do that, I can create, solve, and offer more to the team. As a wise friend said, “Bet on yourself first.” And that "Courage is a muscle", that can be learned and trained over time. Big thanks to my boss and first believer in Ogilvy - Pierre ROBINET, for sponsoring me in this journey. Your support means the world, and I can’t wait to give back even more to you and the health team. This is just the start, and the future looks oh-so-bright for us 30 ladies. Let’s do this! 😁

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Is AI the Future of Filmmaking or a Threat to Creativity? The recent partnership between AI firm Runway and Hollywood giant Lionsgate represents a pivotal moment in the entertainment industry’s embrace of AI. By creating a customised AI model trained on Lionsgate’s film and TV catalogue, filmmakers will now have the tools to streamline processes like storyboarding and special effects, revolutionising pre- and post-production workflows. This collaboration, hailed as a “cutting-edge, capital-efficient” move by Lionsgate’s Vice Chair, is a major leap forward in how AI can augment creative processes. However, this development comes at a time of heightened tensions around AI in Hollywood. Actors and writers recently protested against the unauthorised use of their likenesses by AI, and new laws have been passed in California to protect performers from exploitation. While Lionsgate’s partnership with Runway could set a new precedent for AI in filmmaking, it also underscores the ethical and legal challenges the industry is grappling with. Is this the future of storytelling, or are we at risk of undermining creative integrity? Only time will tell. As AI continues to push boundaries in entertainment, the question remains: How can we balance innovation with the protection of artists’ rights? Thoughts? Full article here: https://lnkd.in/eD5VPWhP #AIinHollywood #GenerativeAI #FilmmakingInnovation #AIandCreativity #HollywoodTech #Lionsgate #RunwayAI #FutureOfFilm #AIethics #CreativeTechnology #DigitalTransformation #EthicalAI

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🤔 How are brands and news publishers navigating changing social platforms? This was one of many questions posed to our panel by Alvin Gunputh at DMWF. Our challenges and strategy might be significantly different to those faced by brands and agencies, but we all suffer at the mercy of the whims of Zuck, Mosseri, Musk et al. It's been a particularly tough two years for news publishers on social platforms: not only did most of us see a significant drop-off in clicks when Musk bought FKA Twitter, Meta also turned off the tap to news content by deprioritising our links, killing FB news and axing Instant Articles. The best advice from our panel on surviving the shifting social landscape in 2024: 👂Listen to the data. Invest in the right tools to allow you to do this properly. 🎭Entertaining content is king. Telling stories in a fresh, engaging manner is the best way to cut through on vertical video. ❌ There are no shortcuts when it comes to social strategy. Take every LinkedIn growth hack with a grain of salt.

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Great article by Mimi Lu on importance of ecosystems for brands today. They are where commerce, community, content, and culture converge, so having the right strategy to address these areas are as important as they have ever been. Exciting times working in this space with dentsu and helping brands execute across all these areas through Tag’s content solutions.

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Trust is advertising has improved albeit from a very low base. Although media remains at 26% and on par with government (which given the current state of UK politics certainly says something). Trust is the hardest to build and the easiest to loose. We talk about it a lot with the clients we work with as it's so essential for brands. Advertising quality remains a key driver "Chiefly, whether a consumer finds an ad enjoyable is most important to creating trust. Other main reasons cited for trusting ads include whether the ad provided useful information, whether there existed a clear value exchange for viewing the ad and whether it made some social contribution" On the other hand, bombardment remains the biggest challenge to it "The feeling that ads are not only seen too frequently but also get in the way of enjoying the content they are bought against. Additional distrust drivers include whether ads target vulnerable groups, issues related to data privacy and targeting, and advertising deemed “unhealthy” to people or the environment. So good to know things are improving, but essential with the rise of AI and automated creative that we keep the user experience of the consumer as a priority. Otherwise the small gains will evaporate in a flash. It's something we've been really leaning in on at DAIVID 🦩helping advertisers measure creative quality quickly and at scale so they can measure all of their content. For our media partners we are helping with best practice creative playbooks for new formats that get the UX right.

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An unremarked upon but totally central skill to both strategy and creative is metaphor. Being able to recognise and conceptualise how similar two unrelated things are. E.g. Kermit singing Talking Heads https://lnkd.in/ea7Y7XBP

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