Talar El Asswad

And it’s a wrap! A great week of inspiration, learning, energy, and connections at Cannes Lions International Festival of Creativity alongside my amazing PepsiCo colleagues and some of the most brilliant minds in the creative industry. From multiple thought-provoking panels, to small talks, to walking through the basement of the Palais exploring the amazing shortlisted and awarded work, I leave with some key highlights: - Human Centricity and empathy are always the starting point. As brand builders, we have the collective responsibility to unpack true human insights and leverage our iconic brands to offer solutions through meaningful and relevant experiences. - Creativity is a true multiplier of growth and impact on people, business, and the planet. - Simplicity triumphs. The best ideas are the simplest ones, creatively brought to life. - Consistency pays off. If the idea is routed in a human truth and your brand solves a human problem, don’t get bored of it, elevate it. I also truly enjoyed my panel discussion hosted by Kantar’s Manaswita Singh and Mohamed Nabil Hayek alongside Rayan Karaky and Abdulaziz Elyas discussing the art and science of creative effectiveness in Saudi Arabia. I shared my thoughts on the Kingdom’s transformation that builds bridges between a rich past and a bright future, and the importance of un-learning a lot of the stereotypes to build emotional connections. Let’s continue raising the bar on creativity and touching more hearts and minds along the way! #Canneslions2024 #PepsiCoproud

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‘Marketers taking a lesson from this should look to double-down on “the fundamentals” of “availability, building brand awareness, being priced right and having a good proposition”.’ I couldn’t have said it better! I’ve had management tell me repeatedly to ‘Create viral campaigns’ or ‘Be disruptive’ - but the fact is that even creating high levels of awareness and demand is built on a lot of background work, especially for Influencers… Fads are transient; it’s the fundamentals that help pull you through.

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In case you haven't heard, there's a significant FMCG merger this year that's worth knowing about. Mars has just signed a $36 billion deal to acquire Kellanova (formerly Kellogg's), marking one of the most significant moves in the industry since the Kraft Heinz merger in 2015. This game-changing merger brings together two powerhouse companies with a combined revenue of $63 billion, setting the stage for major shifts in the global snack and food market. For Mars, this merger is a strategic leap into the savory snacks market, which is currently outpacing the sweets category in growth. The savory snacks market is projected to grow at a 5.4% CAGR from 2024 to 2032, driven by the growing consumer demand for healthier, convenient snack options. Meanwhile, the sweets market is expanding at a slower rate as more consumers focus on reducing their sugar intake. This merger isn't just about expanding product lines—it's about Mars positioning itself to better meet the evolving preferences of consumers who are increasingly seeking diverse, health-conscious snack options. As a result, you can expect to see more variety on the shelves, potentially better pricing, and a greater emphasis on healthier products. #FMCG #Merger #Mars #Kellanova #SavorySnacks #MarketGrowth #IndustryNews #HealthySnacking #ConsumerTrends

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PROMOTIONS ARE LIKE BAD CHOLESTEROL Sir Martin Sorrell, former Chief Executive of WPP once said “Brands should view promotions as “bad cholesterol” which boost sales but at a cost to brand health. In contrast advertising should be seen as “good cholesterol” which delivers sales whilst also maintaining profitability and brand equity.” The digital commerce equivalent would be Brands should treat Paid Search & promotions as “Bad Cholesterol” both of which boost sales in the short term at the expense of profit and loyalty. In contrast building relevance to a customer’s needs and missions along their digital shopping journey through portfolio, advertising, marketing and targeted digital retail media should be seen as “good cholesterol” which delivers sales whilst also maintaining profitability & brand equity and building customer engagement, experience and loyalty. A bit more of a mouthful, but then I haven’t spent 40 years at the helm of a global advertising giant. #digitalcommerce #ecommerce #cpg #cpgindustry #fmcg #fmcgindustry #digitalstrategy #digital

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You know what has more views than a billboard in Times Square? A Kellogg’s cereal Box. In a move that can only be described as brilliant, Kellogg's has partnered with Molly Baz to feature her on a Special K cereal box as part of their "Special For a Reason" campaign. This will make Molly the first pregnant woman to ever grace a cereal box. Which is an amazing thing to think about when you consider how only a month ago ClearChannel took down her belly from a billboard in Times Square for violating guidelines. Well, now it will be on millions of Cereal Boxes inside millions of homes (hopefully Kelloggs expands it from a promotion item to mass market). Talk about breaking barriers. But this isn't just a feel-good story about inclusivity (although it certainly is that). It's also a perfect example of the power of social-centric marketing. As I pointed out in my previous post about the Times Square ad: ”The best social media content isn't necessarily content created for social media - it's content that gets talked about on social media. It drives conversation, builds brand love, and leads to measurable growth.” I’m not saying someone from Kellogg's read my post, but they certainly took that principle and ran with it. They saw the buzz around the Swehl ad, recognized the opportunity, and acted fast (Ryan Reynolds calls it Fastvertising) By putting a pregnant woman on their cereal box, they're setting a new standard for representation in the industry. They're showing that motherhood, in all its stages, is something to be celebrated, not censored. And the impact goes beyond just the cereal aisle. By partnering with Baz, Kellogg's is also repositioning itself after a recent boycott over comments made by their CEO. They're showing that they listen to their customers, particularly the millennial moms who hold so much purchasing power. This is how brands are going to win on social media in 2024. By being nimble, culturally relevant, and unafraid to take a stand. Not by creating things to put on social media, but by creating things that get talked about on social media. I hope we see a lot more of Molly Baz - and more brands taking bold stands in unexpected places. The true power of social media is literally happening in front of our eyes.

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How can your next campaign strike the perfect balance between stunning visuals and meaningful results for your brand?

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Healthy ageing will be redefined by debunking ‘old’ stigmas and prioritising extending consumers’ healthy years Brands will play a significant role in shaping the self-care movement among consumers aged 40 and over. Food and drink brands can help meet the health needs of this demographic by providing products that, for example, proactively address joint health, fuel fitness routines and maintain healthy sleep patterns. A good night’s sleep is essential for improving overall physical and emotional health, and functional formulations—for example, innovating products that contain nutrients such as fibre and botanicals (including chamomile)—can reinforce healthy sleep patterns. Many middle-aged consumers often care for multiple generations of family members. Brands can help ease the stress they may experience by offering convenient products and helpful tools for caregivers and those they care for. Brands must adjust their marketing strategy for products aimed at older consumers when adult children are the decision-makers for their ageing parents. In addition, brands can help combat feelings of loneliness by establishing in-person and virtual communities that connect people—both middle-aged caregivers and those they care for—with similar interests. 𝗙𝗼𝗿 𝗮 𝗳𝗿𝗲𝗲 𝗰𝗼𝗻𝘀𝘂𝗹𝘁𝗮𝘁𝗶𝗼𝗻 𝗰𝗼𝗻𝘁𝗮𝗰𝘁 𝗔𝗹𝗮𝗻 𝗼𝗻 𝟬𝟳𝟴𝟵𝟲 𝟴𝟳𝟯𝟯𝟭𝟴 / [email protected]

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Fancy being Head of Ice Cream one day? 😍🍦 Listen to the latest episode of Influencer's Mentors with Unilever's brilliant Jennifer Dyne to find out how her journey led her to one of the best jobs going! Link in the comments below 👇 #influencermarketing #creatoreconomy #icecream

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“The IPA Effectiveness Awards winner is a case study in the marketing fundamentals that most brands ignore or forget – and it’s brilliant because of it” Mark Ritson Fundamentals are fundamentals for a reason. Don’t let new brand messages delivery toys forget it. Over two decades, McCain Foods has talked about the number one message to tap into safety, connection and belonging needs: FAMILIY. We are tribal animals. From music, to flags, to sports teams, to IG challenges, to languages… you name it! … it’s all about belonging to a tribe, in my opinion. Have you found your tribe? #marketing #ipaawards https://lnkd.in/gP96ZTsJ

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50 YEARS OLD THIS NOVEMBER. AND PROBABLY THE MOST SPONTANEOUS DIAGEO BRAND SINCE JOHNNIE WALKER. I loved the process of creating Baileys. We only had one idea. And client no.1, Tom Jago, bought it in a heartbeat -despite the fact that it was a 'Mickey Mouse' liquid in a Schweppe's tonic bottle. And Mac Macpherson, the tech genius who perfected the product, originally pronounced our version "undrinkable". But he knew what we were after. The Irish end-user, David Dand, was just as quick to buy it, though he had a little more to work with. We showed him a bottle with a printed label and a half-way perfected liquid. There was only ever one product, one name and one pack design. We never tested any alternatives. In fact we barely did any research at all. There were no planners, analysts, strategists or researchers. That's why the operation cost peanuts. And didn't take too long. I'll bet the creation of Johnnie Walker back in 1820 was just as.....spontaneous. And I managed to keep working that way for another 30 years. For the full story of Baileys' beginning, check out my book on https://lnkd.in/eyRzmuK, and order it on Amazon. #Author #Book #Books #BookLovers #Bookstagram #Reading #WritersOfInstagram #BookCommunity #NonFiction #Biography #Branding #Marketing #CreativeWriting #BusinessBooks #Entrepreneurship #MarketingBooks #BrandStrategy #CreativeProcess #BusinessBiography #MarketingGuru #DavidGluckman #ThatShitWillNeverSell #BaileysIrishCream #DrinksBranding #BoozeBranding #IconicBrands #BrandCreation #DrinksIndustry #BrandingStories #CreativeMarketing

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Ferrero Rocher' Nutella is a great example of an International ‘cult’ brand which connects with consumers at a deep emotion level, with taste and consistency as key pillars of their success. However, as a fan their recent venture into ice-cream has left me feeling a little cold (pardon the pun). In a category known for indulgence, the new product feels somewhat artificial and lacks the indulgence and authentic warmth of the original. It seems a bit 'AI-generated' and formulaic, missing the genuine soul that consumers have come to love. I am curious about the marketing strategy behind this move. What are your thoughts on this? #branding #brandstrategy #branddesign #packagingdesign #icecream

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Knowing what's happening in your category is more important than ever in convenience. With Pinpoint, our Thumbprint agency can tell you that for your brands and every brand in the category, all the way down to SKU level. Across 12,000 symbol and independent stores. Let's use the Fruit Carbonates category as an example. Tango is absolutely smashing it at the moment, growing faster than any other brand in the category in the last quarter. Berry and Cherry Blast are the star performers, taking the brand to new heights, growing in almost every single geography. Want to know more about how we can help you? Drop me a message for a chat. #epos #insight #convenience

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🚀 Is Your Startup Ready to Soar? 🌱 You're a passionate startup brimming with energy, fueled by a mission to save our planet or revolutionize the circular economy. You've got an amazing product, but the road to success is full of bumps and hurdles. Why struggle alone? Let's turn those teething problems into growing pains. We’re here to lift you up! 🌟 Our team is ready to put some air under your wings, guiding you through the challenges and propelling your startup to new heights. 🌟 Ready to take off? Let’s connect and explore how we can help your startup soar. 🚀

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One of my highlights from the past is the epic Doritos UK iD3 campaign. A piece of work that didn’t change from pitch through to execution. Our Pepsico client had real trust in the audacious idea and our ability to deliver it.   The ask, to help launch a mystery flavour but to do so in line with the ‘BOLD’ proposition of the brand, in short, ‘create a brand campaign that is going to get talked about!’ We created (with the flawless assistance of Rehab Studios and Upset TV) an episodic on-line advergame invitingplayers to work through clues to identify the mystery flavour of Doritos. Game play credits were hidden in the iD3 promotional packs, with new episodes released each week. Players were confronted with a sequence of multiple-choice scenarios throughout each episode - choosing a path through the games’ criminal narrative. In the final level, those who completed the game could share what they thought the mystery flavour was - to win the £20k reward.   The idea was inspired by the books of our youth and the concept was more recently used in Black Mirror Bandersnatch but iD3 was the forerunner.   The team convinced awesome actors of the likes of Tamer Hassan (The Football Factory, Layer Cake, Sucker Punch) and Grahame Fox (Game of Thrones, The Crown, Mission Impossible – Fallout) to front the story ensuring we achieved global coverage in less than 24 hours (remember this was 2009!)   Credit must be shared with rehab_agency and UpSet! who were amazing to work with and digital planning was delivered by AMV BBDO.

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We crave personalization in everything from our nutrition supplements to the everyday products we use. But what about how we want to lead or be led? I stumbled upon this cheat sheet, and I couldn’t wait to share it because it’s incredibly insightful! As a millennial, I found it spot-on. I'd love to hear your perspective—drop a comment and share your thoughts! #personalizedleadership #leadership #leadwithheart

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In today's highly competitive beauty FMCG industry, knowing your numbers isn't just beneficial—it's imperative. With razor-thin margins and ever-evolving consumer expectations, the pressure is on manufacturers and retailers to deliver both quality and affordability. But what if I told you there's a way to boost your bottom line while simultaneously passing on cost savings to our end customers? It's not just a dream—it's a strategy grounded in innovation, optimization, and a deep understanding of your costs. Imagine you're a manufacturer who meticulously tracks every aspect of your production process, from raw material sourcing to the final product hitting the shelves. By continuously monitoring these metrics, you spot inefficiencies and identify areas ripe for optimization. Perhaps it's streamlining your supply chain, or maybe it's about negotiating better terms with your suppliers. By adopting a holistic approach to cost management, you can drive significant savings without compromising on quality. But let's take it a step further—innovation. In the beauty industry, staying ahead of the curve means constantly innovating, whether it's through new product lines, sustainable packaging, or leveraging cutting-edge technology. Innovation doesn't just keep your brand relevant; it can also uncover new efficiencies and cost-saving opportunities. The question then arises: What do we do with these savings? Instead of merely padding our profit margins, let's consider the bigger picture. By passing on some of these savings to our end customers, we create a win-win scenario. Our customers enjoy high-quality products at more affordable prices, which in turn builds brand loyalty and fosters a positive reputation. Happy customers are repeat customers, and in the beauty industry, word-of-mouth can be a powerful driver of growth. Optimize your product range regularly. Through careful analysis, you can determine which products are driving sales and which are not meeting expectations. Cutting underperforming products allows you to focus on what works, reducing waste and further driving efficiencies. This optimization doesn’t just benefit your business; it ensures that customers receive the best value for their money. By knowing your numbers, consistently innovating, and regularly optimizing your product range, you can discover cost savings that don't have to come at the expense of quality. And when these savings are passed on to the end consumer, everyone wins. Let's redefine success in the value and satisfaction we bring to our customers. Because when our customers win, we all win. #InnovateAndThrive #CustomerFirst #BeautyIndustry #SustainableGrowth #fmcg #groceryretail

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Exciting Update For Advertisers! The government's decision to ease the mandate on self-declaration for advertisements brings much needed clarity and relief to the industry. No more confusion or uncertainty! It’s important to note that the SDC applies only to Ads related to health and food products. With this move, advertisers can focus more on strategy and creativity without worrying about cumbersome compliance issues. Kudos to the government for listening to our concerns and taking steps to simplify the process. #Advertising #BrandManagement #Marketing #GovernmentMandate #RegulatoryRelief #ClarityInAdvertising

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