Akoma M'ba

The importance of putting brand and consumer relationship on perspective.

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Yep, scale still matters in media, especially if you’re an agency. Further agency consolidations aren’t necessarily good news for advertisers, who are facing more competitive conflicts sharing agencies with rival brands and facing reduced transparency as agencies grow more powerful. Possible this could trigger some high profile media pitches in 2025 as rival brands race to secure the best terms within the merged group. #MediaForGrowth https://lnkd.in/g4NnXTsE

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Brilliantly simple: How advertising works from Les Binet https://lnkd.in/gsUbirdD

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In my latest brandabout_ post, I seek to paint paint in a new light courtesy of Gush "Paint becomes a product of the laboratory rather than the studio, of petri dishes as much as pigments" https://lnkd.in/gB-MUE8C Ryan Lim Lester Leong brandabout_ is your go-to place to discover Southeast Asian consumer brands with the potential to go global.

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A TRUE STORY ABOUT ADVERTISING AWARDS. Cannes has just wrapped up so it seems fitting to share this story. Sometime in 2011, I started dating someone, and on about our third date she came over to my New York apartment before we headed out for our dinner reservation. As I poured a glass of wine she was perusing my bookshelves. She stopped and was looking at one shelf in particular and asked me about a bookend on that shelf. Her: “What is this?” Me: “Oh, that is a Cannes Lion.” Her: “What do you mean?” Me: “It’s a trophy I won at the Cannes Festival in France.” Her: “Oh My God. You’ve won at Cannes?” Me: “Yes.” Her: “What was the film you made?” Me: “Oh, no, not the Cannes Film Festival. After that, they have a Cannes festival for advertising and give out awards for ads.” (Awkward pause - and confused look from her) Her: “You’re joking right? Why would they do that?” (Awkward moment of silence from me - strong desire to change the subject) Me: “Is that the time? We have to go.” It’s easy to live in a bubble in many industries, especially in advertising. What we see as important, many others will find odd or even ridiculous. I’ve been reading a number of posts about Cannes this year, many are saying it seems to have lost its way. Many have been saying it is now more an overpriced tech gathering than a celebration of smart advertising creativity. Also, many noted the lack of young people. Why is that? Are they not interested? Or can’t afford to go? Or their agencies won’t pay to send them. Seems odd for an event such as Cannes not to be flooded with the next generation of talent. Maybe it’s time for a new event. One that is purely dedicated to the creative craft of advertising. It doesn’t even have to include awards, maybe it would be better if it didn’t. Instead, focus on elevating and inspiring better creativity in the industry. No mega yachts, no overpriced hotels, and no bookends. Just creativity. Now there’s an idea. #cannes #creativity #advertising (Note: this is a photo of said bookend on my bookshelf back then in New York)

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Sidelining diverse communities in your media strategy is a surefire way to miss out on engaging Gen Z and beyond. Connect more where they are, less where you want to be. #MulticulturalMarketing #InclusiveAdvertising #MarketingCampaigns

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Surprise. Intrigue. Jealousy. Triumph. All the feels while judging this years DRUM AWARDS. Fingers crossed that the ideas our fierce friends at Mower brought to life get some love! Mower Agency | 100% Employee-Owned, Carhartt, FirstEnergy, Rhode Island Energy, Arthritis Foundation,Sun Chemical B2B Marketing, Association of National Advertisers, The Drum, Kendra S. Lewinski, #B2B #B2BMarketing #B2BAdvertising #TheDrumAwards #AgencyoftheYear #MakingFierceFriends #advertising #marketing

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Netflix has the DNA of a disruptor but as this piece explains, ad-free mass media is proving to be a “blip” and advertising revenue is now key to its growth. “Netflix is no different to Disney, Paramount, Warner Bros. Discovery and Comcast — just another international TV company that is dependent on the same economic equation,” the publication’s editor-in-chief writes. I find it fascinating, though not surprising, that the world’s largest streaming service is headed “back to the future” and the proven economics of traditional ad-funded television. It’s great news for advertisers who will be able to increasingly access Netflix’s valuable audience. https://lnkd.in/esyAsQRX

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Proud to see the innovative work we're doing at Publicis Groupe featured here by Scott Hagedorn. We are building solutions at the intersection of commerce, media, data, and AI that are pushing the boundaries of what’s possible. It’s a privilege to do so with industry leading assets in identity and commerce intelligence, and in partnership with some of the worlds greatest brands and humans. Excited to continue to shape the future with this team! …. As a tease of the kind of problems these applications will be solving, the CPG example Scott gives revolves around the disconnect companies sometimes struggle with between mental availability of and physical availability of their product on the shelf. “Our big business growth-driving application is tying those two things together for the first time,” says Scott. “We have our identity graph where we can see where people shop, and are they loyal to a specific brand, or do they shop the category, and when was the last time they shopped, and when was the last time they bought your product? We also have Profitero and CitrusAd, which gives us visibility into 70 million shelves. And increasingly, because you can do in-store pickup, what you see online is what's available in the local store. But that's a massive amount of data to try to put together. What we ended up doing was building a model to connect the consumer identity with the inventory.” #retailmedia #commerce

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Most marketers don’t partner with holding companies—they partner with agencies. And what clients value most in those relationships isn’t scale; it’s creativity, agility, and strategic alignment. To me, this potential merger, raises questions about whether bigger truly means better for the businesses they serve. A merger of this magnitude risks adding complexity to an industry where speed and simplicity are at a premium. Will a larger organization be more responsive to client needs, or will it struggle to deliver the focus and flexibility that today’s marketers demand? Consolidation may lead to operational efficiencies, but it could also blur the individuality of the agencies that clients rely on for fresh ideas and tailored solutions. From a client’s perspective, the merger must prove its value beyond scale. Can it simplify processes, unlock better insights, and elevate the work? Can it foster a more collaborative approach across disciplines, enabling agencies to act as true extensions of their clients’ teams? Or is this ultimately a preservation solution against pressures on holding company margins, shareholder expectations, and declining revenue growth?

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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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Why did WPP and Cannes invite Elon Musk to speak at Cannes? Musk has shown nothing but contempt for the advertising industry, expressed racist views, peddled dangerous conspiracy theories, and allowed hate speech and disinformation to run amok on the website formerly known as Twitter. At the beginning of their discussion, Read lamely said that he “didn’t agree with Elon on everything” which is about as hard-hitting as it got. You can watch the whole painful interview, which consists entirely of Read lobbing softball after softball to Musk, on YouTube. Here's the thing. If you’re going to put a malign figure like Musk on a stage—especially if you lead a company that claims to value diversity—you should hold him to account. So these are 10 questions Read should've asked. 1.       You wrote that “DEI is just another word for racism.” I couldn’t disagree more, and at WPP, we are strong proponents of DEI, and have invested heavily in it. Why do you believe it’s racist? 2.       Regarding DEI programs, you also wrote, “It will take an airplane crashing and killing hundreds of people for them to change this crazy policy of DIE [sic].” What evidence do you have that DEI initiatives make airline travel less safe? 3.       Your post about airline safety was a reply to a post that claimed, without evidence, that Black HBCU graduates have low IQs (“borderline intellectual impairment”). Do you think your amplification of racist views like that is responsible? 4.       Since Tesla is currently being sued both by the US Equal Opportunity Commission and by 200 Black employees for racial discrimination, don’t you think your company would benefit from more diverse representation and perspectives? 5.       You accused the Anti-Defamation League (ADL), one of the world’s most well-regarded organizations committed to fighting hatred—and one we have supported at WPP— of being “the biggest generators of anti-Semitism” on X. What is the evidence that this is true? 6.       You agreed with a post that said Jewish people hold a “dialectical hatred” of white people, writing, “You have said the actual truth.” Why did you agree with that? 7.       You posted a video that promoted "the great replacement" theory, writing "This is actually happening!" Can you explain that? 8.       You often claim you are a “free speech absolutist.” But according to Bloomberg, you ordered a team to search Twitter employees’ Slack and social media postings and fired those who made “snarky comments” about you. How do you square that? 9.       Multiple independent studies, including by the EU, the ADL, the Center for Countering Digital Hate, and Montclair State University have shown that hate speech and disinformation on X have increased dramatically since you bought the company. Why has that happened? 10. Why should brands advertise on X when the CEO amplifies content that almost no brands want to be associated with? #CannesLions2024 #WPP #Advertising #X

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Failure is a part of the game in advertising. Whether it stems from a partner's decisions or campaign outcomes, taking risks means sometimes falling short. I love this article's insight into how to approach and leverage failure. As a leader I have always tried to make room for failure—it's essential for our growth as creatives. #creativity #agencylife #leadership #creativedirector

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I am proud to see ThreeSixtyEight's work in building the website for the #tearthepaperceiling campaign being selected as one of three honorees for the 28th Webby Awards corporate responsibility category. Dubbed by the New York Times as "The Internet's Highest Honor," the Webby Awards are the leading international award honoring excellence on the Internet. This award hits differently as the cause is very close to me. I'm a STAR—someone who is skilled through alternative routes, aka someone who doesn't have a four-year college degree. Over 50% of our country’s workforce - 70+ million people - are STARs like me. The opportunity for our team to build this website allows us to play a part in addressing a serious issue in America impacting millions of STARs like myself: the paper ceiling. The paper ceiling rears its ugly head when job listings demand a "bachelor's degree required," often overlooking the talent and potential of those who haven't followed the traditional path. But it doesn't stop there. Biases, hiring algorithms, and systemic limitations further compound this issue, hindering the advancement of these 70+ million individuals. The paper ceiling limits STARs' progress in the hiring process, even when we possess all the necessary skills. Being automatically screened out due to a lack of a degree not only stifles our potential but also deprives companies of valuable talent. This cycle perpetuates itself. It silences STARs from sharing their success stories out of fear of exposure, thus depriving others of inspiration. Simultaneously, it blinds employers to a vast pool of talent, contributing to the perpetuation of talent shortages. Please help our country continue to tear the paper ceiling and recognize talent regardless of the path taken to acquire it. Let's open our minds, broaden our hiring criteria, and create opportunities for all deserving individuals to thrive. YOU can help tear the paper ceiling by: - Signing the pledge - Utilizing resources (for both STARs and employers) - Becoming a partner - Sharing your story Join the movement here: https://lnkd.in/e2E7cq8W Shoutout to past and present TSE team members who helped build this site experience: Timothy Ricks, Heather Gantz, Hailey Rae Ware, Maria Do, Adrian Owen Jones, CFRE, Jeremy Beyt, Brian Tawlks, Lunden M., Nick Defelice, Kara Pitre, Justin Hutchinson, Tara Lirette. Thank you to past and present Opportunity@Work friends Will Villota, Chris Francica, and Ciara P. for believing in our team's ability to bring the vision to life. #webby #talent #futureoflearning #workforce‍‍‍‍‍ ‍‍‍‍‍

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Only a week to go to take advantage of a 20% discount on my coaching services, the offer ends Aug 29. I coach people at all stages of their creative careers, from those just starting out to Executive Creative Directors and everyone in between. You don't even have to be in a creative role, I have also been coaching people working in agency management and strategy roles. Here are just some of the things coaching can help you with. - Getting unstuck. - Reinventing a career. - Finding a new direction. - Climbing the ladder to a leadership role. - Navigating agency issues and obstacles. - Developing more and better work. - Going out on your own with a creative business start-up. - Building your personal brand. And more. Also, I’m giving away 20 free one-hour sessions to the first 20 people who sign up for any of my coaching sessions - you can gift that session to anyone you like. I’m on a mission to help 1,000 people in their creative careers, this is one additional way I can achieve this goal. (There are now 17 free sessions left). Email me at [email protected] for more details and to get your 20% off before August 29 plus one of the free one-hour sessions for you to give to someone else. #creative #advertising #creativecoach #creativedirector #creativecareers

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True brand positioning comes from words, images, and behavior that playoff each other, revealing who the brand is as susposed to dictating what people are supposed to think or feel about it. https://lnkd.in/ewApThns

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While we are in the middle of awards season, it’s a good time to remember that the quality of the work that gets in front of the most consumers is what matters most for the future of our industry.

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AARON ADAMSON & ALEX POLAMERO: 🌟The Power of Brand Reinvention in a Post-Pandemic World🌟 The seismic shifts induced by the COVID-19 pandemic have forced businesses to rethink, realign, and reinvent their brands. Here’s the real kicker: adapting isn’t a choice—it’s a necessity. Adapting to Market Changes: The market we once knew has evolved. Your brand must follow suit. Take a hard look at your current positioning. Does it resonate in this new landscape? Listening to the Market: Your audience has changed. Engage with them. Dive deep into their needs, preferences, and pain points. Their voices are louder than any data chart. Identifying Voids in the Market: Go back to your roots. Why did you start your business? Those original voids might have shifted. Realign your brand to meet these new gaps. Leveraging Qualitative Data: Quantitative stats only tell half the story. Customer surveys, feedback—these are gold. They capture the heart and soul of your brand. Maintaining Constant Engagement: Don’t just set and forget. Keep your finger on the pulse of your community. Continually gather intel and evolve. Your brand’s relevance depends on it. Connecting Data Points to Human Decisions: Numbers aren’t just numbers. They represent human choices, feelings, and actions. In conclusion, adaptability, customer-centricity, and a data-driven approach are not just buzzwords; they’re the pillars of sustained success in a world turned upside down. #BrandDevelopment #CustomerEngagement

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