Drew Harkins

Whenever I'm told by agency/client that we don't have the capacity to pull off a killer lil' campaign, I reference Liquid Death. Right now (09/04/24), they have 4 active mini-to-medium pieces running. Two separate merch collabs with NASCAR and Bad Birdie, a #HotFudgeSundae water with Van Leeuwen Ice Cream, and their summer giveaway of an L-39 Aerojet. Every can purchased gets you an entry at winning "The Dehydrator." I'm at 326 entries. All that to say: you/we don't have to giveaway a jet. Find an unconventional collaborator, create (and advertise) a short-run of t-shirts and merch to generate some buzz, win customers, and be fun. Good work doesn't take much.

97

13 Comments

Attribution schmattribution. Rand Fishkin advises marketers to get back to the basics: Right Message - Right People - Right Place - Right Time. And, optimize for measurement over attribution. I’ll also add, by focusing on amazing creative :)

24

4 Comments

As AI projects ramp up, agencies are balancing media and creative efforts by integrating AI tools into their strategies. IPG's Huge, for example, has increased AI-driven projects to 25%, working with partners like Google to create personalized, AI-informed experiences. Custom AI platforms are also being developed for analytics, audience research, and campaign optimization. Despite AI's growing role, human insight remains crucial for unique media planning and creative ideas. #generativeAI #artificialintelligence #AIformarketers

4

HOT TAKE INCOMING!! Look at Liquid Death. Started by an ad creative. Now a billion dollar brand most creatives in advertising wish they could do work for. (Kudos Mike Cessario and Andy Pearson) Jason G. started Illicit Elixirs. Jan Livingston started Gray Whale Gin. (Who else?) Imagine if MORE advertising creatives started a brand and showed the industry what advertising is supposed to be? Maybe then we could get back to making work that's fun and not marketing from a place of fear. We could raise our own creative bar and force clients to play on the level we all know they should. Here's an idea I came up with while writing this: What if we all pitched in $150 a year to help build a brand from nothing to Liquid Death status. (that's one less coffee a week in LA.) We'd all be owners and share in its success. We could call it "Go F This Biz" (Fund) It's a Go Fund Me platform for ad creatives who have ideas for companies and want to get out of advertising but still make great advertising. I'm in. Who's in?? If my network pitched in that'd be 1.3MM to start. Not bad. Just a thought. Have a great holiday weekend ya'll! #Stayhungrymyfriends

219

58 Comments

📌"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

15

Leadership isn’t a position. It’s a constant pursuit. Earning the right to lead, to be trusted and respected often happens incrementally. And it can be lost quickly and hard to recover. Well said, Tim. Keep leading.

10

Ad Age’s latest roundup covers nine AI tools making waves in ad agencies - some you've probably heard of, and some that may be new. These tools are powering everything from creative ideation to client pitches. Featured tools include Adobe's Generative Fill for image editing, Cassidy for RFP management, and Pika Labs' new video capabilities. Keeping up with the constantly changing landscape of AI tools is a challenge, but it's great to see the ongoing experimentation as we seek to improve the quality and efficacy of AI-enhanced work. What AI tools are you finding most valuable in your daily workflows? https://lnkd.in/gU6F-38j

2

If #data is so awesome, as the ad industry certainly thinks, then why did it fail the Dems? That’s what I’ve been pondering today, and while I’m no expert, I have 25+ years working with data. As a creative director and copywriter, give me intel. Give me insights. Give me who’s buying, what they want to buy, and why. Give me their pain points. Give me their reasons for switching brands. I’ll take all of that. I was doing some research and it does seem that Kamala’s campaign was based, in large part, on data gleaned from the 2022 midterms. That was when the red wave didn’t actually appear, and everyone considered it a repudiation of the Dobbs decision. That’s great. For then. But I like to look at data and pick it apart a bit. So, who was actually voting in those midterms, and why? Well it was people who are more heavily invested in politics than your average American. They wanted to send a message, and they sent it. But, they are not the same demographic who vote in general elections. When it’s time to choose a new leader of the country, people who don’t really care about politics and politicians come out and vote. They want a much simpler message. A North Star. And usually… change if things aren’t going well. We can argue about economics and the price of eggs until the cows (or chickens) come home, but the point is this. Kamala was doing her messaging based on 2022 results. Bad call. It’s like saying “well hey, these people at this concert happily paid $14 for a beer, we can charge that in a liquor store right?” No. Wrong place. Wrong audience. Same here. How many people from either party were impressed that Kamala was campaigning with Cheney? Or had massive crowds outside one of the most political places in America? Trump went basic. He did some things even I thought were too much for his brand. A garbage truck? A fry cook? But he was on message and connected to people who used to vote Dem, but who couldn’t see a reflection of themselves in the Dem candidate. Basing your messaging on data without actually digging into it more objectively, that’s a problem. I may not have the biggest brands in my book (although I did just work on The Economist relaunch and fall campaign). But what I do know is how to go beyond the surface of data to tap into the meat of the story. A strength I was inspired to write about by my mentor Steve Harrison and others. I know how to sell, and how to convert, based on my start in direct marketing (and Steve’s guidance). A field that’s relied upon data, and reading it accurately, for decades. I sure as hell wouldn’t have looked at the 2022 midterms as the way to message a 2024 campaign against Trump. Kamala with Cheney? Messaging that ignores what people are feeling in favor of identity politics? Ignoring the working class, and focusing on college grads? I was raised working class in NE England. My parents voted Labor for as long as I can remember. I know they would not have voted Dem over here.

3

1 Comment

It’s really hard to make great ideas in a group; the bigger the group, the harder it becomes. Because it’s so easy for consensus to become the goal. And to succeed in that environment, an idea needs to be as agreeable as possible. But the more agreeable an idea is, the less interesting it becomes. You need to get comfortable having arguments about ideas. And you need to make sure that resolving those arguments doesn’t become the goal. 

65

7 Comments

Want engaged employees who become brand advocates? Strong onboarding is key! This article dives into a few key steps to infuse your brand into the new hire experience. Check it out and let's discuss how to build a winning employer brand! #employerbranding #onboarding #HR

1

For marketers that work with creatives (or really anyone involved in brand decisions), this book from Marty Neumeier is a great resource. It’s smart, clear, and an easy read. Grab it. https://a.co/d/bkEoFxZ

53

3 Comments

How to get things done.

1

3 Comments

I think one way to use media research is to research and identify users go-to channels. Most people have a repertoire of channels they frequent visit based on category. Researching users media habits in this capacity could give you a better understanding of your target and their first, second, third, etc., media outlets of choice.

3

This is why we need to do more than just talk about the state of mental health and agency cultures in advertising. We need to do some hard-self reflection and start making radical changes to what we expect of ourselves, and each other. Walter T Geer III's story is a great reminder that our work isn't life or death...until it is. Sending him so much gratitude for sharing his experience. 🙏 If you have a story to share, too, I'm gathering data for a mental health in advertising report, and upcoming event, with The One Club for Creativity. You can add your voice at the survey link https://bit.ly/3UpnFLm here.

8

The term "non-working dollars" gets thrown around a lot as a way for people to justify production budgets. The basic idea being that money that isn't spent on media (i.e. getting the message in front of people) isn't doing anything beneficial for the advertiser and needs to be minimized as much as possible. Hence non-working. In reality, the WAY you say something is intrinsic to the way its perceived. This visual, originally shown to me by the one and only Michael Fanuele, is a great demonstration of the tight connection between message and delivery. Cheap can mean authentic, but it can also mean untrustworthy. Set budgets accordingly.

22

6 Comments

Join me and Charlie Rhea next Wednesday, 11/13 from 12-12:45pm CST as we unpack the topic on “Navigating the Brand Journey.” 🧭 Whether you are a solopreneur or an enterprise organization, we are all on a brand journey. The journey requires strategy, discipline, and know-how to navigate: 👀 Brand Perception > 🛒 Brand Purchase > 🌟 Brand Experience > 🧲 Brand Loyalty Bring your appetite and an open mind to learn how you can navigate through this journey successfully. +++++++++++++++++++++++++++++++++++++++++++++ 💻 Webinar URL: https://lnkd.in/d4cDibDs

16

4 Comments

Opinions wanted: are AI-generated headshots “cheating”? Found this nifty app, Photoleap, to generate a “professional” headshot for me. And unlike other AI image changing apps I’ve tried, I think it actually doesn’t dramatically alter my appearance… just changes my clothes and gives my hair a little “zhug.” But my husband—who adores AI and spends hours playing with Midjourney—called it “cheating.” So weigh in, my LinkedIn compadres… are AI-generated headshots acceptable or deception? If you find them acceptable, do you think they need to be watermarked or disclosed as AI? Do your opinions change based on altered the photo is? Comment and let me know!

6

7 Comments