Derek Lawler

But *should* we use AI for writing (even drafts) – that is THE question for many marketers right now. Ann Handley answers in her last Total Anarchy issue https://bit.ly/44ZsZtL. "Writing is thinking." Yes, people, use AI to superpower your thinking – don't offload your actual thinking on AI! Commodity content – sure. Thought leadership – it's a hard NO. It's been said again and again – we can see your AI-generated writing from a mile away. Thought leadership requires unique insights and a strong POV. And it has to be *your* POV.

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Generative AI is transforming advertising, but initial implementation is only the first step. 🚀 The real game-changer? Constantly refining and perfecting its use. Success isn't just about implementation; it's about ongoing evolution. In Chapter 8 of our GenAI Blueprint, we dive deep into monitoring, evaluating, and enhancing AI systems. Packed with actionable insights, it's designed to empower member agencies to thrive with GenAI. Check out the latest chapter, and catch up on the other 7 previously released chapters here 👇

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Most big budget "Anthem" commercials are made for marketers, award shows, ad pubs, and creative's portfolios. I showed this Colgate ad in a class of college kids. (Ages 22-46) I said, "Be honest with me, I want you to raise your hand when you'd skip it on YouTube, Insta or Tiktok." In less 10 seconds and EVERY hand was in the air. Now, this commercial is beautifully shot. And there's a compelling idea there. It's a nice spot. But when my students saw people filling in gaps in their teeth with toothpaste they laughed, (And not in a good way.) We have fun dissecting commercials from all over the world to learn about strategy that leads to a creative idea that leads to an ad. And selfishly, I used them as my own personal focus group. And this semester this has shown me that there's a big disconnect from what agencies are selling and producing and what people actually want to watch or engage with. Gone are the days of making spots that run exclusively on live events. A lot of brands media spend is on YouTube and Socials. Which means the control to watch or skip and ad is in the hands of the consumer. So it's on us not to rely on the mindset that, "If we make it, they will watch." They won't. We have so much content to choose from. Why choose a slow building anthem commercial that takes 20 seconds to get started when a fail video hits its funny in 5 ? Why watch an anthem about cars or shoes or hydration drinks when we can watch Nailed It! clips and Memes in the same time that that ad takes to finish? It's on us as creatives to do better. We have to give people something they want to watch. It's on us to be plugged into culture to see what people are watching and engaging with and then make content that can compete on that level. That doesn't mean big budget, it means disruptive ideas executed for where it will run. Marketers, it's on you to stop filling your briefs with so many USPs that your ads are skipped. Creatives it's on you to stop working in a silo. Be part of culture. Break your own echo chamber and know what others are doing, saying, thinking. It's not hard. We have the SAME access to pop culture as every consumer in any target market. If we make something people don't watch, or worse they laugh at, how is this going to lead to selling product? Which is what advertising is supposed to do, right? So as a 90 second anthem commercial celebrating gaps in smiles, this is good. As award show fodder, this is good. As internal presentation to C-suite it's good. (Until they have to show the results or the numbers behind the sales.) As a portfolio piece, it's good. But, as an ad that hopefully builds the brand in a way that creates loyalty or brings people to Colgate, it's not good. As an ad that takes forever to get started and will be easily skipped, it's not good. As an ad that supposed to sell toothpaste? Nah. That's my two cents which are worth FAR less in this economy. Thoughts? #Stayhungrymyfriends

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Advertising Math, Part One: It's not just the copy. It's not just the layout. It's not the art. It's all of it. Together. The headline is OK, good even. The first paragraph is OK: "Almost any marketing research company can give you the facts." But combined with a great illustration, suddenly it's a great headline and a great ad. Important other lesson: If you can hire Guy Billout to illustrate your ad, always do that. Always.

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Had an amazing time speaking with Patrick and Norbert about a lot of things, mostly advertising related. Some of what I said could be wrong. Some of what I said could be right. Some of what I said you might find interesting. Some of what I said could be nothing you care about at all. But if you want to hear some of the things I had to say, check the link below. #truefiction #podcast #exploring #creativity #thankful #bigcom Big Com Raven Public Relations

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Right. The world really needs more voices talking about this new Apple Ad, so here I am. (It doesn't really, everything you need to read has been written by Ben Kay.) Alas, perhaps the intention was to communicate "all this, crushed into this". But sadly, for some, the take out was "all this, destroyed by this. (And also by AI.)" As Ben rather deftly puts it: 'If you create a metaphor, you'd better be prepared for it to be interpreted in ways you hadn't intended.' Anyway, I clearly lack Ben's writing prowess, as here's my ten pence worth: All this ballyhoo feels like a classic case of 'advertising that's good vs. advertising people like'. In an ideal world, those two are one in the same thing. But they're not mutually inclusive. On a personal level, I find this ad arresting from the off, and engaging throughout. Will it survive the scroll past test, or 6-second skip test? Time will tell. But it kept me watching. Where the wheels perhaps come off, though, is where Apple ceases to have its finger on the cultural pulse. The arts, and the creative industries are under-funded, and under-threat. It might be a while before AI is running creative agencies, design studios, and production companies... But creative people are already losing work to AI. (With many individuals sharing proof of this on their own social media.) Given this is happening in a cost of living crisis, and that creative people tend to prefer Apple products over those of competitors... the ad, while being what I'd define as 'a good ad', strikes me as a faux-pas with target customers. Because "all this, crushed into this" has definitely been interpreted as "all this, destroyed by this. (And also by AI.)" Oh, and LG ad BBH did the ad in 2008... #advertising #advertisingagency #creative #creativeagency #marketing

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WOW! I’m so overwhelmed with the response from my recent non specific post seeking a creative or producer or creative team… that I posted knowing dozens of CDs and producers are out of work, seeing every post on linkedin about how underemployed and demoralized ad people are, and after seeing other posts literally every day with the same 200 names and links in the comments! I won’t be able to look at all those resumes and sites, or respond to everyone (or realistically anyone), which would be basic professional courtesy, especially after I definitely, specifically, 100% asked for it! Apologies if my post that was supposed to publicize my agency’s growth actually shows that we treat people like trash and shrug our shoulders! I should also mention we’re now having meetings about how to eliminate this job, or the project, or cover it with people we already have, or just bring in a guy I know! Thanks again for the response—I think someone around the office created a list of everyone so we can contact you for future projects—maybe an intern? I’ll try to remember to ask—things here are just so crazy! If another project ever comes up, I definitely won’t just repeat this whole process!

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🚨 Attention DC Creatives! 🚨 AAF DC - American Advertising Federation DC Chapter has officially opened submissions for the American Advertising Awards (Addys)—and the early bird period ends soon! As Chair of the Addys Committee this year, I wanted to mention some things that make these awards unique: Level field competition: In DC, we create incredible work for associations, nonprofits, and government clients—not so much large campaigns for big blue-chip brands. Competing locally first, levels the playing field, recognizing creativity over budgets. Your work is judged by out-of-town judges who focus on the idea, not the brand or budget. It’s all about the creative concept! Uncork something bubbly! Winning an Addy isn’t just about validation for your clients—it’s also an excuse to bring your team together for some well-deserved celebration. And hey, it’s the holiday season—what better way to boost morale and close the year on a high note? I’m excited to see the amazing work coming out of DC this year, and I'll be happy to help you submit yours! If you have any questions about categories, eligibility, or the process, DM me directly. Let’s show off what makes DC’s creative community shine—clearly. #creativity #advertising #advertisingawards #transparency #winanaddy

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Just a brief confederacy of brands I've freely lanced over recent years. If you'd like a little of this brand-spanking experience added to your team for a project or a pitch, you know what to do*. ✏ press/radio/TV/DM/OOH/social ✏ copy ✏ concepts ✏ TOV ✏ training & workshops ✏ naming *er...message me. #copywriter #creativedirector #copy #concepts #advertising

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📌"Free" Brand Exposure Brand exposure just doesn't happen. And it's certainly not free. That Boom Washing Powder branded T-shirt worn by a the local vegetable seller while on her sales route through the local township would have never happened if not for well-thought distribution and promotion. Stop banking "free" exposure from just anyone/anything- even 8 year old Kenyan pupil, Ricca Pokot knows exposure isn't free 😂 😂 ! #marketing #sales #contentcreation

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Some of you have been asking where you can view our new Deloitte documentary. It is streaming live on deloitte.com right now—see link below. While the pilot episode features an unbelievable true story, I hope you all check out episodes two through five that speak to how trust can be applied to business… And share your feedback!

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🎯 Master the art of remarkable presentations with Nancy Duarte! From storytelling secrets to visual design wisdom, this episode is packed with game-changing insights👍 Listen now: https://bit.ly/ndsodiufh

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Are creative and media agencies reconciling? Some people seem to think so. Want to know about the future of brands? Of course you do. Well, I’m speaking at The Future of Brands event at ETC County Hall on Wednesday and the topic of my fireside chat with Laura Jordan Bambach and Omar Oakes is “Creativity and media: Reconciling?” Are they? Anyone got any evidence? (Not that I’m asking you to do my research for me - just interested.) https://lnkd.in/eyXADQQb #media #creativity #someotheradvertisingrelatedstuffprobably

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"Drink for yourself." "Not a moment wasted." "Partake brews the liquid – you bring the courage." These were just a few copy lines (co-penned by myself and the exceptionally brilliant ECD, founder, writer, art director and friend Meghan Kraemer) that inspired Hard Work Club's new campaign for non-alcoholic beverage brand, Partake Brewing and Mike Kohlbecker and my first project for HWC, after serendipitously meeting Meghan and Priya Mistry (the design genius behind the look and feel of this stunning brand film) at The One Club for Creativity's Creative Leaders Retreat (S/O Kevin Swanepoel and Yash Egami) last February. I just want to say, if you don't follow Hard Work Club, you should. These are the sharpest minds in North America. A small but mighty shop with clients like DoorDash Canada, Knix and more. You will not meet a kinder, more craft-centric group of problem solvers anywhere. And much of this is due to the unbelievable creative leadership of Meg and the strategic chops of her co-founder, Cameron Stark. Anyways, crack open a cold Partake and enjoy the film. Then get out there and make it happen. 🍻 PS. We're currently available for hire. So freelance us – you won't be sorry ; ) #copywriting #freelancers #clientwork #headlines #creativedirection #artdirection #NABeer #advertising #manifesto

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UNO Branding is an independent, minority-owned creative agency based in Minneapolis, MN. We specialize in multicultural and empathy-driven branding work, distinguishing ourselves from average marketing agencies through our strategic approach, originality, and diverse expertise. Our services cater to a wide range of multicultural audiences, offering unique and award-winning design solutions with a cross-cultural impact. Services Provided: Marketing Strategy: We create comprehensive marketing plans tailored to reach and engage multicultural audiences. Ethnic Research and Consulting: Our ethnographic study, Filtros™, helps us understand diverse cultural perspectives, informing our design and branding strategies. Brand Strategy and Positioning: We develop strong brand identities and position them effectively in the market. Brand Development and Rebranding: Our team revitalizes existing brands and creates new ones that resonate with diverse audiences. Messaging: We craft compelling brand messages that connect with target audiences. Print and Packaging: We design visually striking and culturally relevant print and packaging solutions. Environmental Design: Our expertise extends to creating immersive branded environments. Experience: We have successfully partnered with both large and small businesses to grow their brands through strategic, design-driven results that produce connected experiences. Our client list includes renowned names such as: Household Names: 3M, General Mills, MTV, PepsiCo, Target Education Organizations: American Institute of Graphic Arts, Hmong College Prep Academy, Minneapolis Institute of Art, Saint Paul Public Library, Saint Paul Public Schools, Public Broadcasting Service, Twin Cities Public Television, Walker Art Center Governmental Organizations: The City of Minneapolis, City of Saint Paul, National Museum of the American Latino, Minneapolis Park and Recreation Board, USPS Why Do Business with Us: Diverse Expertise: Our multicultural focus and empathy-driven approach ensure our creative solutions resonate with diverse communities. Proven Track Record: We have a history of delivering award-winning designs and successful campaigns for various clients, including educational institutions and governmental organizations since 1999. Strategic Approach: Our services are backed by thorough ethnic research and consulting, ensuring our strategies are culturally relevant and practical. Certified and Reliable: As a certified minority- and woman-owned business with multiple certifications, we meet high standards of quality and reliability. Innovative Solutions: We use our unique Filtros™ method to create innovative, culturally insightful designs that stand out in the market. Contact Information: Carolina Ornelas: Co-founder & Managing Director, [email protected], + 1 612.874.1920 Ext: 11 Luis Fitch: Co-founder & Creative Director, [email protected], +1 612.874.1920 Ext: 10

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Bad news marketers, good news everybody else: Intelligence is getting cheaper. And, for that, more widespread. And one amazing result of that dissemination — say, in two or three years — will be a total reckoning for bad-faith, illogical, and manipulative corporate content. Imagine that you'll have a mechanism on your phone that, before you buy something, it tells you that the social proof is a lie, or a misrepresentation. That the data a company used to prove a point is flawed. That the company has been long cited for various flavors of corporate malfeasance. We will be armed with this, finally able put the idea that ethical consumerism "isn't a thing" to the test. Of course, we don't fully recognize all that's going to change as a result of this kind of AI-based advancement, but I can tell you this is one I'm certainly looking forward to professionally the most.

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