Josie Klafkowska

What do clients really want (and need) from agencies? During a recent CIM | The Chartered Institute of Marketing panel event, Sharon Jiggins emphasised the critical role of consumer insights and the responsibility agencies bear in genuinely engaging with their target audiences. #CreativeAgency #AudienceInsight #Advertising

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Welcome to “In My Humble Opinion”, a podcast collaboration between The Marketing Society and Publicis Groupe UK agencies that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud. You will hear industry leaders and experts talk about their views and opinions on deliberately provocative subjects such as the impact of technology on brands and consumers, the future of our industry, the generational divides, diversity and inclusion and more. This is Episode 1 - ‘In My Humble Opinion...nobody ever got fired for buying the safest brands.’, a deep dive into the often-overlooked importance of brand in B2B marketing and purchasing decisions. We're joined by Billy Hamilton-Stent, Chief Strategy Officer at Publicis Pro, and special guests Mimi Turner and Jann Martin Schwarz from Marketplace Innovation at LinkedIn Marketing Services. What do we cover? 💡The challenges of measuring brand impact in B2B marketing 💡The need for a more holistic approach to B2B marketing strategies Whether you're a B2B marketer, sales professional, or business leader, this episode offers valuable insights into the power of brand in driving B2B growth and success. Enjoy! https://lnkd.in/eZGG_Rxc #B2BMarketing #IMHOPodcast

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For a decade, We Are Social has been publishing the Think Forward trend report that provides valuable insights for anyone looking to understand the future of online culture and how brands can effectively engage with their audiences in this new era. This year’s report - Think Forward 2025: The Liveable Web - is now live. Here are the trends shaping how people seek a more balanced and fulfilling online experience with a renewed focus on joy: 🐵 Primal Renaissance: A return to rawness and authenticity in online self-expression. 🌈 Low-stakes Social: The rise of wholesome content and a desire for relaxed online spaces. 🍃 Intentional Consumerism: A shift towards mindful consumption and sustainable spending habits. 👯‍♀️ Modern Mythmaking: The rise of interactive entertainment and audience participation. 🤗 New Intimacies: The craving for genuine connection and a sense of belonging in the digital world. The social media landscape is at a pivotal moment, where people are increasingly seeking authenticity, levity, and genuine connection amid rising concerns about its impact. These trends reveal not just the challenges but the profound opportunities for brands to step up. By championing intentional consumerism, fostering meaningful communities, and embracing cultural nuances, brands can be part of creating a healthier, more human digital world—something Australians are clearly craving. Sign up to access to the full report :

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Today's coverage of Omnicom/IPG will dwarf all else, as it should, but the comment below from the FT sums up the situation well. It's a defensive move in a market where the Holding Companies are losing relevance. "It comes as traditional advertising agencies face mounting pressures, with most of the money in the industry now being siphoned off by large tech companies such as Google and Amazon that offer advertising tools as well as the marketplace to buy and sell digital ads".

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We have partnered with Mi3 to survey Australia's top marketers, gaining valuable insights into drivers and obstacles to growth. Follow the link to download the report. Let us know what you think. Jen Davidson Anthony Gregorio Paul McIntyre

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“Consumers don’t give a shit about your brand” “This ad is good, which means it probably won’t win at Cannes” Classic Mark Ritson at Insights by Kantar IGNITE event today Shock factor and humour aside, I agree wholeheartedly with his sentiments. And in his talk Ritson landed three key messages about brand growth: - Never underestimate the power of salience. “First you must know that it’s me. Manage for attention not image, trade taste for attention. Think about Brewdog” - Consitency is king. Ads don’t wear out (we’ve proved this! -https://lnkd.in/gKwgKiPz) - 50/60% of your spend should be focussed on long term brand building. You won’t see this return on the balance sheet. It’s mass market. It’s about ensuing the people who aren’t shopping your category now, but might in the future, think of your brand first (see point one) A cracking presentation as always. #KantarIgnite

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Love the 'lots of littles' concept. It works when you think directly about raising the floor of effectiveness in fragmented channels & culture, but also in raising the ceiling on creative impact when you think about hitting a series of campaign ecosystems over time. From the article: "Agencies have spent decades talking about ‘big ideas’ but what’s actually needed now is ‘scalable ideas’. They don’t necessarily need to start big; they can start small and then be executed in different ways on different platforms. Of course, most of the fundamentals will never change. BBH’s John Bartle coined the term ‘imaginative repetition’ to help maintain the balance between creative freshness and brand consistency, and help brands “move it on without moving it off”. And decades ago, Jeremy Bullmore said that “people build brands as birds build nests, from scraps and straws we chance upon”."

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Wherever media fragmentation goes, creative fragmentation should follow. But in an interconnected way to improve effective brand building chances. From a local industry perspective, this reality and necessity is another reminder. To review and ditch the culture of developing 1 or 2 creative executions/assets. And “slap it” indiscriminately across channels. Regardless of channel/platform uniqueness and supposed role in a campaign ecosystem. That culture has been and it’s still counterproductive to brands’ desire and chase for campaign effectiveness.

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Impact is our output. We talk about modern marketing being able to deliver two types of impact - cultural and commercial. How do we move beyond the brand purpose debate and into a more grown up and nuanced conversation about the different types of impact we all create as marketers every day? Come and join us to find out.

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The use of AI to deliver strategic insights provides a competitive advantage to brands as well their retail partners. Couple this with the opportunity it provides to deliver personalisation with real purpose to improve customer experience across all touch points and you have a real game changer.

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Another month, another batch of rich, culturally relevant insights for brands from DRUM. This time from our Strategy Director Adam Wyatt on all things AI, entertainment and a renaissance in analogue formats... 👇👇👇 #brandsinculture #brandpartnerships #media #advertising #genai #music #brandedcontent #entertainment #culturalinsights #brandstrategy

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Not everyone likes to hear this I know but standardisation and getting the fundamentals right are key to the success of retail media. Let’s work together as an industry to make this happen

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Brands drive economic growth - and let's face it the UK needs as much of that as it can. This is an article by my colleague Rob Allen about how we can ensure the success of British brands. #BritishBrands #immersivebranding #branding

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An arresting morning with Ipsos UK, Lori Meakin, Fernando Desouches and Mike Nicholson from Progressive Masculinity, talking about the oh so very many threats facing young boys - and young girls - today. Brands and companies have a powerful and hugely important role in helping to protect them, and here’s the sweetener (thank you Samira Brophy for the stats), it can actually help the bottom line. So brands, let’s be careful about what we say, how we say it, and where we say it #redefiningmasculinity #progressivemasculinity #genz #toxicmasculinity

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A worthwhile read on the pitching process in Campaign UK So much of this resonates - particularly this line: "Agencies invest substantial resources when pitching to win new business. It’s part and parcel of how agency-client relationships are forged, but the process can easily be exploited by brands fishing for free ideas under the guise of a request for proposal." Read the full article here: https://lnkd.in/eRitpPBU #Pitching #CreativeAgency

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Business investment is expected to gradually recover in 2025. (Hooray!) But this still means marketers must squeeze the most from their carved-up budgets in the meantime. (Boo.) So we've put together our top tips here...

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Kantar's fifth annual creative effectiveness awards highlights the key role advertising plays in helping to predispose more people to a brand, which then helps to load the dice in your favour when it comes to brand choice. 🏆 🏆 🏆 The awards highlighted a number of ways advertising has successfully achieved this, and whilst there aren’t any travel ads among the ads listed in the report, I’d like to hero how 3 of the aspects have contributed to some of the great ads we’ve monitored for travel brands over the last year on #BrandDynamics. 🏆 🎄 The themes of Courage goes beyond creative courage to also think about advertising at different times. We know behaviour is forecasted to continue to change as people look to broaden not only their repertoire of destinations but also the time of year they take their holidays so let’s be courageous and advertise at times beyond the norm. TUI’s Christmas Ad ‘Happy Holidays’ is a great example of how the brand got a step ahead of the post-Christmas advertisers and connected with a key emotional need for planning an escape in the run-up to Christmas. 🏆 👨‍💼 The theme of being Candid and connecting with reality, even works in the holiday category where British Airways Holidays ‘take your holiday seriously’ ads directly tackle the benefit of taking time off away from work and leave luxury as a clear, confident undertone. 🏆 🌴 The British Airways Holidays ads also use humour well, with Comical another theme from the creative effectiveness awards this year – hurray for an increase in humour in advertising, which for TV is the highest for around 15 years! Let’s hero On the Beach and how they’ve injected humour to convey a value message around free lounge access and the fun of a family holiday escape. Look out for our other posts on the issues raised in this report! #marketingeffectiveness #creative #travel #tourism

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The media landscape has shifted dramatically, but clarity is emerging from the complexity. In his latest Campaign UK article, our VCCP Chairman and Founding Partner, Charles Vallance, explores how brands can navigate this change and the crucial role of cohesive, multi-channel branding in driving success. https://okt.to/eF3zon

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As part of our research in the lead-up to this webinar, we partnered with Opinium to explore consumer perspectives on the use of humour in healthcare. Without giving too much away, our findings helped understand where humour can be effectively applied, the contexts in which it should be used, and which types of humour might best convey a brand's message. Register here to learn more: The Power of Humour in Healthcare - https://lnkd.in/eUn9ew4X #healthcare #comms #communications 

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