Anne Summa

Colors have always fascinated me, and their impact on consumer perception is truly remarkable. In the world of branding and merchandising, we're witnessing some exciting trends in color choices. Here are a few that have caught my eye: Digital Lavender - This soothing shade exudes calm and tranquility, perfect for wellness and lifestyle brands aiming to promote relaxation and mindfulness. Neo-Mint - Fresh and invigorating, this hue blends futurism with a soothing effect, ideal for brands focused on innovation and progress. Cyber Yellow - Bright, bold, and attention-grabbing, this energetic hue is perfect for brands looking to make a bold statement and stand out. Virtual Lilac - Dreamy and whimsical, this color blends nostalgia with modernity, making it ideal for brands aiming to evoke nostalgia while staying current. Quantum Blue - Deep and mysterious, this sophisticated hue conveys luxury and exclusivity, perfect for high-end brands. Incorporating these trending colors into your branded merchandise can help you stay current and appeal to your target audience. Whether you're aiming for calm with digital lavender or making a bold statement with cyber yellow, these colors offer a range of options to suit your brand's unique personality and message. Keep an eye out for these trending colors and consider incorporating them into your branded merchandise for a fresh and modern look. #ColorTrends #BrandingColors #MerchandisingPalette #BrandPersonality #ColorfulBranding #BrandedMerch #BrandedMerchandise

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Patrick Horbas and Eric Hansen provide some context for BBDO MW's new work for Hormel Foods' innovation, Planters Duos. I like the ads, and I love the product. See The Clios Muse article below. #snacking #foodmarketing #innovation #nuts #creative #advertising

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Eye-opening, thought-provoking presentations and discussion yesterday at Sustainable Brands 2024 San Diego session on “Quantifying and reducing GHG emissions from marketing and advertising workstreams.” Industry and data experts explored the framework and methodology used to estimate brands’ greenhouse gas emissions, as well as some early days strategies and tactics for making differences. The excellent roster of speakers included Bill Wescott, Managing Partner at BrainOxygen LLC, Rachel Schnorr, Ad Net Zero’s USA Membership Director, Martin Bryan, Global Chief Sustainability Officer for IPG Mediabrands, Jason Melbourne, Chief Data Officer at Fairglow, and Kelly A. Burton, Founder and CEO of The ESG Shop, who moderated the panel discussion and Q&A. Key takeaways:  - Estimates are that when it comes to digital advertising, media delivery accounts for 55% of attributable GHG emissions.  - Measurement is a critical first step, and soon will be table stakes for all members of the digital media and marketing supply chain. - Sustainability and profitability are not enemies. They go hand in hand. Sightly is proud to be a member of Ad Net Zero US and to help drive real-time advertising and marketing outcomes for brands that value sustainability through our patented Brand Mentality® decision-intelligence platform. #SB24SanDiego #sustainability #brandmentality #decisionintelligence #contextualadvertising 

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The first Creative Director Masterclass is halfway through, time to sign up for the next one. Why do it? Well, it's lonely when you hit that CD chair, you need to get a lot right and navigate a lot of sh#t. Advice helps. I've done all of that and can guide you through it. In 2019 I wrote a post on LinkedIn called - HOW TO BE A CREATIVE DIRECTOR WITHOUT SUCKING AT IT. That post got 800,00+ views, about 10,000 likes and around 600 comments - it struck a nerve. In the post, I shared around 15 things I believe you need to do to be a better and more effective Creative Director/Leader. Then, I started coaching current Creative Directors/Leaders and those who wanted to grow into the role. If you're keen to get this role right, then get in touch. Limited spots are available - I am a one-person operation. Some more details are in the attached carousel. #creativedirector #creativecoach #creativecareers

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GORP-core: Fashion Trend or Strategic Opportunity? The buzz around GORP-core has outdoor and performance brands buzzing—yet there’s a fine line between seizing an opportunity and falling into a trap. What started as a trend grounded in utility and function, but elevated by cultural pioneers, has led many brands to pivot toward a style-driven approach, catering to segments like the Luxury Lovers, Stormhunters, and Tastemakers. 🌍✨ But here’s the challenge: chasing style trends can push brands into a cycle of “what’s next?” 🔄 Without a solid anchor in performance and innovation, the focus on aesthetics can dilute authenticity, leaving core outdoor consumers—like the Functionalists (28% of the market)—questioning where the brand stands. When brands focus too heavily on lifestyle trends, they risk losing the trust of their largest and most loyal segment, those who value protection, performance and practicality. However, this shift doesn’t have to be negative. The key is balance. Brands can successfully expand their reach without alienating their core by staying true to what defines them—innovation, performance, and sustainability. Want to make sure your brand stays authentic and compelling 2025 and beyond? Let’s talk about how to craft a strategy that resonates—keeping you ahead of trends while staying true to who you are. Navigating these complex dynamics requires a clear strategy rooted in real consumer insights. At Above The Clouds Communication , we help brands find that balance—guiding them to make informed decisions on strategic marketing, messaging, and positioning to build long-term relevance and trust. In a time when consumer behaviors and trends shift rapidly, understanding what truly drives your audience is more critical than ever. Whether it’s embracing new opportunities or solidifying your core, it all starts with the right insights. #Outdoor #sports #Performance #BrandStrategy #GORPCore #OutdoorInnovation #Sustainability #FashionTrends #ispo #ispomunich #ispomunich2024 #strategy #marketing

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Marketers love celebrating beautiful creative, but we can't get distracted from the most important question: Did the creative move the needle for the business? Marketing is a combination of art and science. Our creative work needs to achieve measurable outcomes: • brand lift • increased sales • a return on the client's investment. I've seen talented individuals being elevated as creative gurus for doing something visually impressive, but clients aren't paying us just to make things look good. They're paying us to sell more tacos or save lives. That's why we need data, so we can know whether we actually did the thing we were hired to do.

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Tarte is making headlines again, this time with lavish gifts instead of trips. They’ve sent select influencers Dancing with the Stars-themed boxes featuring $700 Hermès bracelets. An interesting choice for a makeup brand, right? Let’s unpack why this type of gifting is problematic: 1. Lack of Inclusivity: Most of the influencers sharing these bracelets are white creators, highlighting Tarte’s ongoing issue of favoring white influencers. This isn’t a new criticism—it’s been raised during past brand trips and is now resurfacing with this Hermès stunt. A Tarte spokesperson responded stating, “33% of every mailer always goes to Black creators & 50% to BIPOC. Our DEI efforts will remain intentional” (People https://bit.ly/3MURVuo). My question, is this enough? It’s not just about percentages; it’s about authentic inclusivity. Is this approach addressing their inclusivity struggles, or is it a step in the right direction? 2. FTC Implications: The FTC guidelines around influencer gifting are murky. We know (or should) that if influencers receive a gift in exchange for agreed upon deliverables, disclosure is required. But if they receive a gift with no required deliverables, do they still have to disclose? The FTC suggests, “if you have a relationship with an advertiser that sends you free stuff in the hope of endorsements, it’s best to let readers know about that relationship whenever you recommend that advertiser’s products.” The problem is that this leaves too much room for interpretation. Anyone else wish the FTC would just develop a bulleted list of requirements instead of using some of their suggestive wording? While brands like Tarte might not face legal repercussions there’s a real risk of eroding trust between influencers and their audiences—and between audiences and the brand itself. We can safely assume that when Tarte sends influencers $700 bracelets, they expect posts in return. So in this case, was influencers saying Tarte sent them this mailing enough? I didn't look at all posts but the few I saw weren't clearly disclosing a relationship. 🚨 Curious what others think! 👉 What’s your take on Tarte’s latest stunt and their response? They have mastered the art of generating earned media and online chatter, but what about the potential damage to trust? Should they stop sending extravagant gifts and hosting lavish trips? #influencermarketing #creatoreconomy #influencergifting #marketing

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While many haven’t given up on the American Dream – they are finding it much less straightforward than originally perceived. This is a interesting article written by Rachel Wolfe that talks about consumer’s perceptions of the American Dream. A July Wall Street Journal/NORC poll of 1,502 U.S. adults shows a stark gap between people’s wishes and their expectations. ✅ 89% of respondents said owning a home is either essential or important to their vision of the future ✅ 10% said homeownership is easy or somewhat easy to achieve. The key takeaway? While the desire for traditional markers of success—such as homeownership, financial security, and a comfortable retirement—remains strong among Americans, the belief in their attainability has significantly diminished. Here are some ways we can address this growing sense of frustration and disillusionment among consumers regarding their financial futures: Address Home Buyer Concerns Head On: Use messaging that empathizes with the difficulties people face in achieving their home ownership dreams. Position your brand as a partner in their journey to financial stability and success. Offer Practical Financial Guidance: Consider creating content that provides practical advice on budgeting, saving for a home, retirement planning, or building financial security. (Blog posts, webinars, or tools like calculators or checklists) Highlight Affordable Options and Flexibility: Given that many feel that  financial security is not easily achievable, showcasing affordable options and financial solutions can help attract consumers who are feeling overwhelmed by traditional financial goals. Build Trust Through Transparency and Support: Share success stories, case studies, or testimonials from home buyers who recently purchased and have them share their own journey for making it happen. Target Messaging Based on Segmentation: The gap between aspirations and reality vary among different demographics. Segment your audience to deliver more personalized messaging that speaks to their specific financial concerns and dreams, whether it’s FTHBs, move-up buyers saving for retirement, or families seeking financial security. https://lnkd.in/gpx3HPYY

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Millennials and Gen Z are starting to take the lead. 💼 Younger consumers prioritize quality, online presence, and unique experiences. Ready to adapt? Explore more in our blog https://gag.gl/IpdnRm or reach out to us! 🚀

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Best-selling author, marketer and entrepreneur Tina Wells has already inspired generations of business leaders, and her new podcast, “Shelf Help,” is about to inspire even more. In this episode, we chat about how the most successful brands combine creativity, technology and data science to get their products on shelves—and keep them there. Check out the full conversation to learn how to take your brand to the next level: https://shorturl.at/3u67d

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Were you there? https://okt.to/UHgChW Last week, Emily Flannery, Meredith Post and Kyle Schutte glimpsed the future of the snacking category—and the shifts coming are tectonic. If you’re a leader in snacking CPG, click through and watch our experts’ take on the consumer behaviors disrupting the space, the brave brands keeping up and how to reorient your business to drive future obsession. Watch it right here: https://okt.to/ZgSGeX #futureofsnacking #snackingcpg #snacksandsweets #CPGtrends

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One of the toughest puzzles we encounter is attribution to brick & mortar store sales for platforms like Meta & Tik Tok. There are many attribution tech companies working to solve this piece of the puzzle but the reality is, most advertisers can't afford attribution tech on top of media spend. That's why case studies like this are so important to read and share! If you are interested in advertising on social media and want a partner who understands the landscape - drop us a line! #mediabuying #retailadvertising #adagency

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At Remarkably, we have the privilege of talking to world class thinkers and amazing brands every day on what it takes to create a #remarkable business. Although there are many factors that first create a trusted brand, there are also moments that become “amplifiers” to compel advocacy from your customer base. Over time, we have identified four key ingredients to building key advocacy moments in your customer journey that drive growth. 1. Personalised 👫 2. Unexpected 😯 3. Relevant 🪪 4. Emotional 😊 Build the trust and add some PURE moments and you will be well on your way to growing a Remarkable business. 🚀🚀

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As influencers of creativity, Account & Client Leaders can directly SUPPORT their creative partners in strengthening their partnership with the client. Here are a few key takeaways from this fabulous piece about business-minded CMOs by Jaime Robinson of JOAN Creative. 1. Join your creative teams in the process of 'living, loving, playing and experimenting' in social media 2. Immerse your teams in the business and sales cycles, leveraging their creativity to solve tough business problems 3. Empower your teams & your client by having a plan that includes experimentation 4. Encourage your teams to openly share their expertise and learning 5. Support your teams in delivering work that drives business outcomes AND makes clients proud

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