Bo Smith

For profit margins and speed it is indeed a powerful tool for companies to deploy. I’m seeing these short term benefits every day. I equally feel for those incredibly talented creators every day, and sad to see many serendipitous moments lost in this new way of working. And it does leave me wondering… what will the next generation of leaders look like? Today many of those at the top of the iceberg have risen up from below the waterline giving them a rich understanding of the benefits of what happens below. With that, they also perhaps have a great understanding of what to prompt AI for to get the results they’re looking for. How might the next generation of leaders gain this deep understanding in order to get the results they’ll need to stay ahead? It sure will be interesting to see how it all evolves.

One of today's deliverables: "A one-page PDF (front and back) that will mostly be viewed online." Designing something for print that most people will experience digitally is an apt metaphor for the advertising industry right now.

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If I have a most hated business phrase, it would be “best practices”. Not because they’re ill-intentioned or wrong. But because they often lead to people following the practice without thinking. But when you don’t have a model for a task, you don’t have any guard rails. You’re forced to think. To ask questions. And that can get you to some surprising answers. Thinking is the best best practice there is.

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Here are a few highlights and notes from episode 109 of the Dan Rayburn podcast: https://lnkd.in/gT6Q7PYc 1. EchoStar's potential DISH-DirecTV merger: While the deal faces regulatory hurdles, it could create the largest ISP in the US. Dan questions the CEO's claim that this merger will give them leverage over content providers, calling it "old legacy thinking." 2. Netflix ad business: Despite ongoing criticism, Dan argues, and I agree, that it's "factually inaccurate" to call Netflix's ad business a failure. The company is meeting its projected goals and remains cash-flow positive. 3. Amazon's ad strategy: Amazon plans to "ramp up a little bit more" its ad load in 2025, but maintains it will have "meaningfully fewer ads than linear TV." They're seeing less churn than anticipated from introducing ads. 4. Disney's password-sharing crackdown: The rollout reveals interesting backend challenges, particularly with payment processing and account management. 5. CNN's paywall experiment: The news outlet tests a "soft" paywall, prompting questions about monetizing news in the digital age. 6. Comcast-Quilt deal: This partnership could significantly impact CDN strategies, with Quilt potentially reaching 55% of US broadband households by year-end. As always, Dan's analysis cuts through the hype, offering a clear-eyed view of the industry's evolving landscape. As we both agree, "The business is changing." Streaming companies are adapting their strategies, from advertising models to content delivery, in this rapidly shifting market. What do you think about these developments? How do you see them shaping the future of streaming? If you aren't a regular subscriber to the podcast, you may want to subscribe so that you don't miss out on the latest industry news and insights. >>>> https://lnkd.in/gT6Q7PYc #StreamingMedia #IndustryAnalysis #TechTrends

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An open letter to a former friend and client Robert Ferrilli: Before any of you read this, consider this as a marketing experiment. When you have an amazing opportunity to share with a potential strategic partner with financial benefits for both, and who for one reason or another, proves difficult to contact, why not think differently? Dear Rob, I decided to write you personally, (not as D4), and in this way since you decided to go “no contact’ after I posted on my personal FB page about attending the 99.9 % peaceful demonstration of 1.6.20. Note: I found out that some alias profile/coward on Twitter contacted all of the clients he found on D4’s website, stating ‘the president of your agency is an ‘insurrectionist”, which was absurdly false. (Side note: since when is demonstrating or protestimg peacefully guaranteed by our Constitution qualify as being an insurrectionist?) This, notwithstanding the revelations that have since come out about FBI and other Feds’ involvement in encouraging/helping a small crowd to enter the Capital. Hmmm. Or perhaps Rob, you were upset when I posted here about my opinion that it was unconstitutional to force employees to take an experimental drug and that employers who did this should be held accountable for future medical issues? I have no idea. But Rob, let’s put all this behind us. You are a good man, and were a good friend. New opportunities abound. Let’s reconnect. You know my cell. Kurt. #ferrilli #marketing

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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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Note to Brand People: Differentiate. By using logic AND emotion. Start with the R&D people -- talk to them until you tease out some fascinating little detail, then tell THAT story in a believable & confident way. If you're interesting, people will be interested. 😝 Build fact upon fact to get to the flood of emotion: the conversion moment. THIS is how you get to the moment of -- "oh yesss." "This one." "This is the one for me." In other words, stop selling a generic hair product that gives you this year's generic look. (a look that will be somewhat "out" by the time a large company finishes & tests the commercial:) Where's the uniqueness? What's the story? Where's our reason to believe? Instead, put a pin in the map: choose a look MADE POSSIBLE by a unique twist in your formula. (Check w R& D :) Name that Look. & then MAKE IT A TREND. (Note to Marketers: Companies that employ over 10,000 people MAKE TRENDS. You're Big! Start Acting like It! 😜) Cosmetics marketers: Stop selling generic face serums with all the most-wanted ingredients. (that's not a unique product story or a unique brand story, that's a laundry list.😂) Yet MOST SERUMS BEING SOLD TODAY DO THIS! 😳 Yikes. No wonder the ones who don't are the top sellers forever. : D Since I've been doing my own thing, doing different creative projects WFH, I have gotten the MOST calls & projects from the R&D people I've worked with -- from Unilever, and Estee Lauder, and Procter & Gamble. Which is surprising. Until you realize . . . I always listened to them. & together, we made great creative. That always DIFFERENTIATED the brand. I'm grateful. That I thought of this today. Thanks George. 🤲❤️😘 Have a fabulous week!

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What a refreshing reminder of the impact and benefits that a conference can have on people. It's more than just a place to learn and network, it ultimately can become the place you reflect, refresh and reset within your year. https://lnkd.in/gBHzNxQS

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Why do I continue to defend the #jaguar work? Good question. I continue to look for the "why" behind the rebrand. I'm considerably more circumspect than apparently everybody else about it. The people involved in this aren't stupid - they're some of the best in the #advertising world at this. So, if this was their call, I have to give them the benefit of the doubt and at least say, "ok, so what was the idea here?" The fact that everyone is so "up in arms" about it makes me think there's one of two possible outcomes: 1) This is "New Coke," a complete cluster. If it is, they could destroy their brand value, and everyone will get fired. I held this out as a possibility from the outset, not knowing their objectives. 2) This is "Nike," a complete paradigm shift to a new market. If it is - then they brilliantly executed a new idea, and the reality is all the old white men pissed that Jaguar isn't their cultural icon anymore of James Bond need to just get over it. James Bond ain't who he used to be either. If I understand the franchise, Lashana Lynch is going to be "Jane Bond." Can't wait to see how that one plays out. Change is inevitable. Great advertising is forged by understanding two things very well - what's the "shared truth" and what's the "trigger." Great agencies call these ideas different things, and we possibly have different ways to arrive at these conclusions, but in the end, we're interested in understanding what consumers believe to be important, and we're interested in what ultimately makes them say yes to one idea versus another. Once we understand those two concepts, we can construct a framework (a set of cues, which is what the advertising is ultimately about) to build the journey to "yes." If I take what I see right now from Jaguar Land Rover UK, what I imagine their research tells them is that there is a market for a luxury electric car for people who embrace iconoclastic vs. traditionalism and creativity vs. limited and structuralism. I mean, God knows the luxury market has enough cars with "buy this—get laid" or "buy this—pretend you're rich" marketing in it. I mean, how many ads do we need of a German or Japanese luxury car driving through the countryside with a beautiful woman or Matthew McConaughey staring out the goddamned window? So here comes Jaguar, with this utterly bonkers ad, attempting to cut through the noise. And boy, did they ever. It's "Think Small" on crack. My late friend, and ad legend, George Lois, said, "Good advertising is like poison gas; it should take your breath away and knock you on your ass." Well, this campaign sure did that for almost everyone. So how can we say it didn't do its job? So the question becomes whether or not this ad served its business end or just completely jumped the shark. We'll know when they finally release the cars. Until then, I'm going to hold my criticism. As I normally say, "I'd like to see the ideas that were rejected in favor of this one."

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Ad agencies, advertising themselves. Fuller & Smith & Ross, 1948. "Advertising copy that must sell the industrial buyer is often judged in comparison with copy for other fields of selling. This is a mistake." #advertising #adsforadagencies

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Are you a manager or leading a team? My good buddy Scott Albrecht was on The Friday Habit this week sharing his knowledge on the hierarchy of team needs. You should check out his book on Amazon and give this episode a listen wherever you get your podcast! https://lnkd.in/gTgCT7NF #podcast #leadership #contentmarketing

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Webinars? Virtual Events? Digital Rountables? Whatever you call them, if you want someone to attend, you have to 1) offer something they want (no duh) and 2) make it gnarly. The 80s-themed #GURUCONFERENCE said, "Watch and learn." From the promo emails to the radical landing page, they are reeling me in with the right topic/speaker lineup and pop culture references. Join me there, or eat my shorts.

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Don't know how to hold your agency accountable? In-depth reporting calls are crucial and what you should be asking for! Dive into our latest clip to get all the insider tips.

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"Great read on why many agencies miss the mark. 🎯 This article hits the nail on the head: "What I need from an agency is creativity, not more data." 💡 As a creative, I've always believed that true innovation comes from a combination of raw talent, experience, and fearless expression. It's time to ditch the endless strategy sessions and focus on bringing fresh, impactful ideas to the table. Too often, agencies seem more interested in sales funnels and word mapping than creative problem-solving. While data insights can be helpful, they shouldn't overshadow the power of human intuition and imagination. https://lnkd.in/ev-7ReSQ

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The world might feel like it's on fire, but I have one book coming out in about 40 days and another book on sale. So bear with me. I personally have emotional whiplash going between the news and thinking about trying to do everything in my power (which honestly is not a lot) to try and help our next book be a success so I can keep writing and publishing more books . So first, the more timely update. Our second Ali Brady book (co-written with my BFF), The Comeback Summer, is on sale for just $1.99. This steal of a deal is only good for the next two days, and we would really love to get that little orange 'bestseller' flag, so if you haven't read the book, or if you have read it and would like to gift the ebook to a friend, it would be much appreciated. The Comeback Summer is a story of about bond of sisterhood and the beauty you discover when you step outside your comfort zone. It features summer in Chicago, an eccentric self-help guru, a snarky cat, Jewish rep (of course), mental health rep and two steamy romances. Here are links to purchase: Barnes & Noble: http://bit.ly/3QvHDjL Amazon: http://amzn.to/3A8Ad0D Apple Books: http://apple.co/3ZI3NVY Second, there are still a few days left to enter the Goodreads Giveaway for our next book, Until Next Summer. Our publisher pays attention to the number of people who enter these giveaways so every entry helps. We currently have 6,091 entries which is great, but we would love to break 7,000. Think we can do it by 5/31? Here's a link to enter: https://bit.ly/3V3f5Co Until Next Summer takes place at an adult summer camp and is full of nostalgia like color wars and s'mores, a second-chance friendship and of course, hooking up all over camp. It's our steamiest book yet with plenty of moments that will make you laugh out loud and maybe even shed a tear. If that sounds like something you want to read and you don't want to leave it to chance with the giveaway, it's available for pre-order wherever books are sold. We are running a giveaway (details over on https://lnkd.in/gvs5MiXJ) for anyone who pre-orders before June 9th (one month before our pub date!), and we've partnered with our indie bookstores—Volumes in Chicago and The King's English in Salt Lake City—to offer autographed copies that will come with custom book swag. You can read the back cover copy and find all the links to order at https://lnkd.in/g5wPq6DV. In a world where there are viral lists going around with names of Jewish and Zionist authors in an attempt to boycott us and silence our voices, your support means more than ever.

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In 2001, when I came to Denver from London, I was told the going rate for my freelance services was $50/hr. Yesterday, I was offered $45/hr for those same services. So what happened? Did I somehow get less experienced and less effective in the past 23 years? Far from it. I’m faster, smarter, savvier, more skilled. What has happened is the inevitable race to the bottom. When agencies decided to sell by the hour, they created a massive problem. Speed is valued over what you get for that time. I have been called the headline crusher. I can knock out killer headlines in record time. This is not good for me. It means I’m basically selling what I do as quantity, not quality. With me, you get both. So yeah, today you’ll theoretically get more headlines, and better headlines, in one hour than you did 23 years ago. For less money. Way less money. Things have to change.

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Without brand awareness, there is no business. 📉 Brands have to be known to your buyers. But being known alone is not enough. Brands have to be recognized for something. That something is your brand positioning and attributes. Being top of mind for your buyers is critical. Because it helps move you to brand consideration in a buying process. ++++++++++++++++++ There are two types of brand awareness – aided and unaided. Aided brand awareness is the recognition of your brand name when prompted with a list of brand names or logos. Unaided brand awareness is unprompted recall of the brand name or product, with a cue (which generally, the category of products). ++++++++++++++++++ To increase brand awareness, consider these things: 1) Advertising 2) Public relations (PR) 3) Sponsorships 4) Partnerships 5) Events 6) Brand activations / Launches 7) Thought leadership program 8) Search Engine Optimization (SEO) ++++++++++++++++++ Every brand needs to be known for something. Don’t just put your brand out there without careful development of a brand strategy to help your brand become recognized for something that your buyers resonate with. #brandawareness #brandrecognization #brandconsideration #brandfunnel #brandstrategy #brandpositioning #brandidentity

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Leading is a challenge. Leading creatives is a unique challenge. Alex Hormozi does an excellent job describing the attributes of two distinct and equally important types of workers he labels mangers and makers. Understanding the unique way each best utilize time in their workday is beneficial for both types of workers to better work together to accomplish organizational goals. This video does an excellent job explaining two very different but important approaches to time utilization.

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