Annette Eskenazi

Wondering what's new in the world of early-stage innovation research? Katie Sheehan's team has helped many brands use conversational research to better explore unmet needs and whitespace territories, understand their real potential in the market, and refine ideas. Register for the next Reach3 Insights masterclass webinar featuring Katie and Matt Kleinschmit to hear what they're learning and best practices you can use right away: https://lnkd.in/gwrpUxga #innovation #marketresearch #productresearch

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How do companies strike the right balance between empathy and education with such short windows to reach target audiences through advertising?     On this podcast, #client, Nathan Minnich, SVP @Treace Medical Concepts, and RC colleague, Brian Schwartz, join Larry Dobrow, Editor-in-Chief, MM+M to discuss using creative minds, AI and analytics to inform fully integrated campaigns that are hyper-targeted, a little quirky and most importantly, attention- grabbing. https://lnkd.in/gujafUQY

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Interesting ADWEEK article on ad agency creative hiring. I agree with most of the elements. And Aquent can help you fill your creative roles with our great Talent database! #aquent #hiring

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Had a great discussion with Christine Lagorio-Chafkin from Inc. Magazine on G's rollout of some major AI changes in search. Great insights from various founders and CEO's on what's happening and what's to come. https://shorturl.at/ln0k2 #AIoverviews #SEO #googlesearch #AI #CSP

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https://lnkd.in/gSNGxFQp The Spencer Stuart annual CMO Tenure Study offers compelling insights into the evolving role and stability of CMOs, particularly noting the tenure stabilization at 4.2 years for Fortune 500 CMOs. It's intriguing that B2B CMOs tend to have longer tenures compared to their B2C counterparts, with 4.5 years versus 4.0 years respectively. This difference likely reflects the distinct challenges and market dynamics each sector faces. The study also highlights the increasing trend of CMOs taking on broader responsibilities and the significant number of first-time CMOs being promoted internally, suggesting a strong emphasis on leadership development and succession planning within organizations. It is great to see that women now represent half of Fortune 500 CMOs. I believe it's important now for companies to turn their attention to improving development and support systems for diverse high-potential leaders. #CMOtenure #B2BMarketing #Leadership #WomeninMarketing

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This should be a really insightful discussion with an opportunity to tap into the Legal and People Operations expertise of Shaun Voigt and David Murphy. Please bring your #creativeoperations #resourcing questions, because you're probably not the only person who wants to know the answer!

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Introducing #Catapult by CourtAvenue - a revolutionary content generation and optimization tool. Better-performing brand and retail content, made in a fraction of the time. Catapult produces irresistible content that converts - fast. Powered by generative AI and crafted by commerce experts, our platform changes the game for scoring, generating, iterating, and scaling content quickly. Infuse the voice of the customer into your content, drive visibility, increase engagement, and win the shoppable moment with Catapult. Check out https://lnkd.in/df7F3F6s to learn more or schedule a demo - reach out anytime! #CourtAvenue #Catapult #GenerativeAI #ContentCreation #DigitalMarketing #AIpowered #ContentOptimization #MarketingTech Scott Hamm Emily Critser Clayton Massey Mackenzie Green David Dettmer Bourke Kelley Dan Khabie Kenny Tomlin Rory Foster Alyssa Chico Ravine Nico Coetzee Elijah Schneider Mark Newcomer Rosie McGuire Kayla Brodman Julie Koepsell Anders Hopkins Cheryl Gilligan Jana Roszkowski Hallie Beattie Tenley Marsteller

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The Power of Storytelling: Engaging Minds and Captivating Hearts with Karen Eber Discover the new science behind effective storytelling and how to engage your audience's brains. Learn the key elements to create compelling stories that grab attention and leave a lasting impact. Gain insights from the book "The Perfect Story" and discover techniques to make your messages resonate. #StorytellingPower #EngagingAudiences #CompellingStories #EffectiveCommunication #BrainEngagement #CaptivatingHearts #ThePerfectStory #InfluentialMessaging #ImpactfulStorytelling #CommunicatingWithImpact

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Anyone else out there open tabs for long articles you want to read but then find yourself too busy to do so for weeks? No? Just me? Ok cool cool. I FINALLY found time to dig into two articles back to back this morning: the first was Christopher Mims' analysis, "The AI Revolution is already losing steam." https://lnkd.in/gNjgAR6z The second was from Stack Overflow -- "owned" content -- about the history of AI and how technical teams can assess its usefulness. https://lnkd.in/gVZM4SeS Reading these back to back, I realized that both things can be true: AI hype may be outpacing its true value, but also that value is real and measurable for many. The real issue is that many people don't really understand what AI does, how it works or why it will impact their life. Right now, for example, it's easy to dismiss features like Google Chrome's AI-powered (yep, I just used that hyphenate) search as just another way to get search results. But then again, I didn't need the World Wide Web to look up a phone number for a restaurant in 1999. I still had the Yellow Pages amirite. I'm no AI expert. But digging deep into both credible reporting and well-researched brand content shed light I hadn't expected into corners that, mere months ago, were totally dark. I gained insight into exactly why the expense of operating LLMs should be top of mind for Wall Street, and exactly why CIOs should be investing in their teams to learn how to build for the AI future. Lots of people know these things already -- I'm not imparting new wisdom here. But I am reminded of why I leave those pesky tabs open. It's my job to understand the world through my clients' eyes. My long-overdue reading period today helped me do that a little bit better.

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The AI Marketers Guild (AIMG) asked me join David Berkowitz to moderate a session in their regular series. The session topic is Authentic Brand Building with Gen-Z in the Gen AI Era. The format is a virtual roundtable on this hot topic. You can check it out here: https://lnkd.in/dif4ACss This is an invite only session for one hour the first week of October. If you work at a brand or agency please request to join. #aimarketing, #virtualevent, #brandbuilding, #GenZ

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Great and provocative read on Liquid Deaths’s success story. So many insights and examples which are relevant for FMCG challenger brands as well. Mark Ritson claims that “… if you step back and look at the original ‘four Ps’, it is almost impossible not to acknowledge that while the promotional P has its place, the product P is invariably the most important tactical consideration. Shitty marketing can surely kill a great product, but without a successful, product even the best marketing does little other than speed its own demise.” And I fully agree (see my earlier post for details) - so if you’re not yet following Mark, do it asap. It’s worth it (and entertaining). #challengerbrands #productlaunches #offlineretail

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Thrilled to announce the release of my new white paper, “Winning with Video: A 101 Production Guide for Candidates and Campaigns.” This guide is designed to empower on-the-ground teams of any experience to create impactful, story-driven video content that resonates with voters and drives engagement. In partnership with BattlegroundAI and rad human Maya Hutchinson, who just launched incredible new product updates and a creative store featuring proven, easy-to-use templates from leading firms like Adapt Digital, Uplift Campaigns, and Studio Mosaic, it's never been easier to build high-performing digital campaigns. So … what’s inside this white paper you ask? ✅ Practical tips for pre-shoot planning, filming on-the-go, and post-production essentials ✅ Gear recommendations for professional quality, even on an iPhone ✅ Best practices for creating organic and paid video ads ✅ Strategic insights to maximize connection and cultivate empathy Learn how to leverage the power of video storytelling to with the full guide. Checkout the white paper and create your free BattlegroundAI account here: https://lnkd.in/gKwyva7t

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Did you know there is more than one type of Fractional CMO? Yes, it's true. There are actually four archetypes of Fractional CMOs. Knowing what they are and how to choose the best one for you can make all the difference in the results that you get. Contact me to learn more. https://lnkd.in/giYms2Gq #fractionalcmo #fractionalexecutive #fractionalleadership #marketingb2b #saasmarketing #marketingstrategy #marketingsuccess

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I recently listened to Black T-Shirts Podcast with legendary Brent Smart and Adam Ferrier, interviewing Wanda Pogue, an accomplished traditional strategist who's now pioneering something called "post-creative strategy." A new model of strategy that feels like it brings a tech-product and experimentation mindset into the brand world (which is my black t-shirt). The new model: Instead of crafting one big idea (or release), you develop your brand proposition and roll out multiple pieces of creative across different demos on social media. Then, you observe what over-indexes and mine into the comments for insights. You can optimise the creative or evolve it based on the new ideas that come straight from your target audience; because the best customer ideas come when they’ve never been asked for them. What I love about this approach is how it merges speed, experimentation, and real-time market insight. It's more than just A/B testing or feedback generation—it's essentially running in-market focus groups. The insights gained from real audience interaction often outshine pre-creative testing. I’m fascinated by these innovative shifts in strategy and how they’re reshaping how we gather insights. And how else we can apply a product mindset into the brand and marketing world. Experimentation is a scary mindset in the brand context, but just the same as with product, as long as you have your fundamental strategy right, everything else could and should be an experiment. Keen to know what you think of this approach, or what you think of experimentation, is it too scary? Too expensive? Or?

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Love the article and fully agree with everything said about Liquid Death hype (with all mandatory kudos for distinctiveness and especially for a lovely ad with Deep from The Boys: https://lnkd.in/e37ebP3Q). One other thought that resonated with me was about 'product-market fit' concept which I only discovered for myself when I started working with tech startups. For someone who have worked on some of the most iconic CPG brands for the last two decades, and who inherited the classic P&G's belief that marketing should own all 4Ps, the idea sounded completely unnecessary. Why would you try to match the product with the consumer need when you actually should have understood that consumer need in the first place, and designed the product to address it? Sadly, I think this is where the current organisational 'wisdom' is moving — with marketing not owning, or at least co-owning the product, unless it's 'product marketing'. On the other hand, when the marketing is done properly, and the product (and comms of course!) are built on a deep consumer understanding, it still allows the brands to stand out — and ultimately win in the long run. Read this post and more stories on my website: https://lnkd.in/exwcYZQ7

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This is going to be a real challenge. Recognizing the importance of authenticity in brand story telling is critical. And as the author states..."The key is to blend the innovative capabilities of AI with the irreplaceable value of human insight, ensuring that your brand tells authentic stories that resonate with your audience." #authenticity #authenticcontent

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