.Gregg Benedikt

I’m here for so many elements of the BBL-Drizzy story… 🥩The beef between Drake and Kendrick that has done so much to put hip hop back on the mainstream cultural radar 💨The prodigious speed and quality of their output 👍The extent to which the world has not just observed but participated via memes, social commentary, their own musical contributions 🤖And now the first cleared sample (by Metro Boomin) from an AI-generated track raising vexing questions about whether that IP is owned by comedian King Willonius who wrote the lyrics and ‘generated’ the melody, the platform Udio whose tech enabled this or the thousands (millions?!) of artists on whose work it was trained 🤯 Ultimately this feels like a sign of our relentlessly paced times. As Billbaord comments… “AI samples offer a solution for musicians in today’s relentless online news cycle. While [Willonius] has made plenty of songs from scratch before, he says AI offered him the chance to respond in real-time to the breakneck pace of the feud between Drake and Kendrick. “I never could’ve done that without AI tools… It’s good for when you dig and can’t find the right fit. Now, you can also try to just generate new ideas that sound like old soul samples.” https://lnkd.in/ekY-AsiK #AI #Creativity #Drakebeef

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Inevitable. ... Sad. ... And totally unavoidable news that dropped today. I hurt for my friends and former colleagues in departments whose jobs will be affected. But as I've said a million times since leaving the business almost three years ago, there's a wonderful world of opportunities out there -- and people will be blown away by your skills. You can and will flourish. As for the future of journalism in New Jersey, know these things: 👉 NJAM will be a different organization moving forward. It has to be. But in no way is this the death of the state's most important and most influential news organization. We're not going back to the early 2000s, but don't believe the haters. It is really about growth from here moving forward, and there is a digital news business in place -- one that is bigger and healthier than most would imagine. 👉 The opportunities to do great, impactful journalism have never been greater across all the digital platforms. 👉 Never bet against the smart, determined and resourceful people still in the newsroom. They're the ones who built a digital business with about 25% of the staff resources from our peak. 👉 Never bet against the Newhouse family or Advance's leadership team and what can be done with 15 million unique visitors a month. That's a lot of eyeballs and a lot of data. Those earliest rules of digital still make sense: First, build an audience. Then, monetize it. To put a bow on things: Be the supportive friend today. It's not that hard and there are people who need that more than anything today.

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STORY vs. CONTENT The word "content" gets tossed around so much that it’s lost its meaning—especially when it comes to video work supporting a brand. But here’s the thing: the term "content" doesn’t do justice to the power video has in communicating a brand’s story. Consider this: 72% of people prefer to learn about and buy from brands through video rather than text-based ads. Video content improves message retention by 95%, compared to just 10% for other mediums. 84% of consumers are more likely to trust a brand after watching professional, high-quality video. The real magic? Video taps into emotions, which is crucial in building trust and creating genuine rapport with your audience. It’s more than just content—it's about telling a story that resonates. At Blue Oak Productions, this is the driving force behind our work. "Your brand is your story. Tell it well." It’s time to move beyond generic content and focus on creating videos that connect, engage, and inspire. Let's rethink how we talk about "content" and aim for something more meaningful. #BrandStorytelling #Videography #CustomerEngagement #BrandBuilding #VideoMarketing

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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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🇺🇸 If the results of the U.S. election taught us anything, it's that appeals to logic and rationality are pretty ineffective. 👎 💂 If you want to create an army of loyalists, which should be the goal of every #brand, you need to appeal to emotion. 💜 🏷️ So many of you are focused on proof, before-and-after, discounts and deals to convert customers and make sales. These tactics (they're not strategy) can work in a limited capacity, but they are NOTHING compared to the magical, irrational belief that THIS IS MY BRAND. 📊 The last thing you want is people comparing and contrasting your products and prices with those of others or waiting for your stuff to go on sale. You want them to see you and only you and know deeply that you're the only one for them. You want them saving their pennies to blow on your stuff because it will FEEL THAT GOOD. 💸 Once you instill this feeling of love in your community, you'll begin to free your #brand from the pesky confines of rationality. _____ Want to create an emotionally-charged #brandplatform? HMU ✨

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If you read this blog post, you may experience some of what it feels like to steward a brand in a commoditizing society. Which could be good for you. #brand or #nada

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Trend: Personal Memoirs on Film   Thought this was interesting! "Memoirs in motion" is named as a luxury trend on the 2025 list from Virtuoso and the trend forecasting agency, Globetrender. According to the report, this trend reflects the growing demand for personalized story telling and memory preservation. People who take bucket list vacations may also hire professional film crews to document their travel, turning these holidays into personal legacies.   It's similar to what I've found to be true about memoirs ... they are more personal legacy builders, than ego. I talk about this in my latest blog. https://lnkd.in/gn_3cZEz Photo: Chris Murray from Unsplash

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Clients are more production savvy than ever. Their brands’ production efforts are “always on”- and it isn’t all coming from you.  Clients can retain the same creatives, producers, directors, editors, VFX, and music houses as any creative agency - for lower rates and faster turnaround times. Ensure your clients aren’t paying a premium for the same talent they can retain elsewhere for less.

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Small business lost to big business in this election, which isn't a surprise. Consumers do not connect the dots between the performative act of canceling Prime membership (Besos is only a stockholder, that did nothing) while queuing 12 hours to drop $5K on The Row, also owned by billionaires. The Row can still make a profit selling that overstock at 25% of the normal price during their sample sales. Consumers expect higher ethics and sustainable measures from smaller new businesses, donations, certifications (costly & time consuming) but still opt for convenience over cool hunting. I made a TikTok on consumer expectations that has over 87K views, 6100+ likes, 200+ comments, 1000+ saves that lead to more sales off the platform, then on it. SMB owners there are pivots to be made. As for whiskeyandwoof.com, the deadline for corporate gift orders is November 26th. One of the best comments I received from a new friend at a pop-up was "I'm so glad I didn't have to lie about how good your candles are," and that is as meaningful to me as the review on Fragrantica (top five fragrance review website.) Throwing a client dinner? Scent your event! VIP gifts? Drop in those DMS. Small pivots in how you support small businesses move the needle. -CQ #marketing #smallbusiness #election #corporategifting

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If b2b tech firms figured this out, generating demand would be easy... We get asked all the time: "How do we come up with our unique POV as a firm?" Or...said differently... "What's our story?" "We're tired of being part of the sea of sameness." "How are we different? Nobody knows." To left-brained, numbers-driven, analytical business leaders this sort of thing is just fluff. Call it positioning, storytelling, or POV, it's all the same...and without it you're in for long, hard, road for any and all brand or marketing related goals you want to achieve. Without a strategic narrative that sets you apart from all the other firms you are going to be climbing an up-hill battle. I'm going to simplify strategic narrative creation for you right now. Stop overthinking something that at its core, is a very human element of your business. A good strategic narrative should do three things: ✅ Challenge the beliefs in your industry around how or why things are done ✅ Give a unique view on what the future looks like for your buyers ✅ Showcase how you believe your customers should transform Sprinkle in some audacity, warmth, and really attention grabbing takes and you have the foundation for a successful demand generation program. The firms who are the best at capturing the 95% of buyers who aren't ready to talk to sales have the strategic narrative nailed. Here's a real life example: Sex sells clothing. Fear sells politics, but being radically human is what sells complex technology and service offerings. Humanity Sells! While every other brand and marketing business sells tactics, "marketing services," and "leads", i'm going to keep selling what actually elevates brands, amplifies messages, and brings in real revenue. Humanity. After, all that's what connects us together in the end, and it's the same reason WHY people buy. Does your firm have a strategic narrative that sets you apart? Start here: ✅ Challenge the beliefs in your industry around how or why things are done ✅ Give a unique view on what the future looks like for your buyers ✅ Showcase how you believe your customers should transform Start here and demand for who you are what you offer will increase. .... #humanitysells #humanity #humancentered #b2bmarketing #b2btech #enterprisetech #b2bbranding

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Want to know why age is the ultimate creative hack? Sure, you do. Jamie Barrett spills the tea on why being over 50 in the ad world is like having a secret weapon. "Blank pages still scare me, but cracking the code is easier with experience. Writing 200 headlines to find the great one? Pffft, that’s so 20 years ago. We get to great faster." Curious? You should be. Get schooled by a true legend. #creativity #ageism #advertising #creativeleadership #adgenius #CreativeLeadership #AdGenius #Over50AndKickingButt #MarketingMagic. Susan LaScala Wood https://lnkd.in/eBacbzwN

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Color me blue, but 37 nights and 38 days left in the every-four-year angst, and here we are with another lackluster political ad season. Lackluster is putting it kindly. Can’t say I’m surprised: judging by what we’ve been hearing from clients who operate in that realm, it feels like the whole category has waved the white flag and adopted block and tackle as a mantra. Inspiration and creative horsepower? Not so much. Still, and regardless of your partisan affiliations, you might figure that with an opportunity-rich matchup at the ticket top, something great would have bubbled up. Somewhere. In American history, it frequently has. Draw a twisty line from the LBJ “Daisy” spot to Reagan’s “Morning in America” to, giving the devil its due, Willie Horton against Dukakis and the incidence of good-to-great is impressive. The last cycle-commanding spot I can think was Bernie Sander’s “America.”  That was back in 2002, it was in the primary, and it wasn’t enough for the win. But that loss isn’t why we’re seeing so damned much consistently uninteresting work from ticket top to bottom. It’s the same addictive malady afflicting advertising as a whole: the shift from strategic to tactical, brand to retail, durably memorable to transitory forgettable. Some will tell us it’s all collateral damage from the rise of social media and the attitude that idea-based creative is disposable and fungible, not essential and precious. And while might be something in that, I’m thinking more about the debilitating impact of our current over-reliance on data. Here’s the problem: data gives us a perfectly lovely window into “relevance,” defined as “what will have meaning to the audience.”  In theory, by connecting that meaning to product being sold, you jump over the moat, lower the drawbridge, and get invited into the consumer’s warm and fuzzies. Theory, in this case, can only take you so far.  Because when paint-by-numbers pretense meets our tough, competitive, attention-deficit world, reality emerges. In part, because elevating relevance over “interest” not only skips over critical rungs in the AIDA ladder, but also invites exactly the kind of solution Maslow warned us about. The bit about when you all you have is a hammer, the solution to every problem looks like a nail. For a whole lot of political marketers, that nail is connecting a hot button issue with a candidate who either gets it, feels your pain, has a plan, or will get it done on day one.  Then, they pound the living daylights of it. Substituting media throw-weight and repetition for something that will not only build interest and desire but stand out in conditions that are  maddeningly fragmented. Where does that leave us?  Right where we are. Addenda: this morning's Ad Age newsletter talks about "how liberal creators" are breaking through. Seems that big, bright orange, "click-baity headlines with arrows are the difference-makers. Shudder.

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I want to talk about an Apple ad, no, not "that one", instead this one below from 1997, a classic that should be the anthem and manifesto for advertising & creative agencies today. The big agencies, and many medium-sized ones, seem to have lost or are fast losing, the rebels and the crazy ones.   Agencies were once home to the misfits and malcontents who would come up with some wild thinking that would push the needle for a brand. Safe was once the worst four-letter word you could use in an agency. “If you feel safe in the area you’re working in, you’re not working in the right area. Always go a little further into the water than you feel you’re capable of being in. Go a little bit out of your depth. And when you don’t feel that your feet are quite touching the bottom, you’re just about in the right place to do something exciting.” - David Bowie Many agencies have been doggedly focused on the bottom line while being steered by non-creative leadership, forgetting the lines they used to cross to unearth better ideas and creative thinking. The very things that separated them from merely being consultants. Oh, and the consultants caught onto this lapse in reasoning and jumped in to offer creative solutions. Big ad agencies seem really good at creating their own competition, and they still have not learned their lesson. So many talented creative people have been shown the exit door and others kicked the door open themselves and departed, mainly due to frustration and creative dissatisfaction. Some have chosen to start micro-creative outfits that are popping up worldwide. There seems to be a new one every week joining the roster of those who led the charge a few years ago. And, as I have written previously, I believe clients have had enough too. The old agency model isn't working. Revisit that classic scene from the 1976 movie - ‘Network’, where the TV news anchor Howard Beale (played by Peter Finch) vents his anger and frustration. It could easily be screamed from many agency office windows today, even client windows. Here’s an excerpt. “I want you to get up right now. Sit up. Go to your windows. Open them and stick your head out and yell – ‘I’m as mad as hell and I’m not gonna take this anymore!’ Things have got to change. But first, you’ve gotta get mad!…You’ve got to say, ‘I’m as mad as hell, and I’m not gonna take this anymore!’ Then we’ll figure out what to do about the depression and the inflation and the oil crisis. But first, get up out of your chairs, open the window, stick your head out, and yell, and say it: ‘I’m as mad as hell, and I’m not gonna take this anymore!" We need more rebels, more pirates, and more different points of view. This Apple ad sums it up well, it should be used as inspiration by many. And the more misfits, round pegs in square holes, and crazy ones we get, the better. ⚡⚡ ⚡ ⚡ ⚡⚡ ⚡ ⚡⚡⚡ ⚡ ⚡ ⚡⚡ ⚡ ⚡⚡⚡ ⚡ ⚡ ⚡⚡ ⚡ ⚡ #advertising #cmo #brands #creativeagency #advertisingagency #apple #crazyones

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If you aren't planning your Thanksgiving roll-out already, then you are behind. Your competitors (other families) have identified their blockers and aligned each member of the team by now. Thanksgiving in my house is all about leveraging technology and brands to create the ideal consumer experience. Every family member at the table experiences a custom B2C flow based on their individual profile. I do extensive research and build user personas of everyone attending. If you're still stuck on the micro, you're missing the macro of the meal. I'm combining the gratitude of the holiday with proven, industry-leading strategies to form a plan that I call my Thanksgiving 'Grategy'. What are your Thanksgiving objectives?

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THE ASK: Get people to buy real Kraft Singles over the generic, off-brand stuff. THE ANSWER: Tell the truth – that generic American Cheese is *almost* the same as Kraft Singles. But when it matters most, almost doesn't cut it. This flexible campaign formula allows for lots of great storytelling. ...Grape juice is almost red wine (tell that to a Sommelier) ...A wolf is almost a dog (though your landlord may disagree) ...A treehouse is almost a house (and squirrels make great roommates) ...Mini Golf is almost Golf (put down the nine iron, Chad) ...A hostel is almost a hotel (top bunk or bottom?) The list goes on and on. We started with 3 simple :15s (including this one below) but the possibilities are endless. Eternal S/O to my wonderful, brilliant, hilarious friend and fearless creative leader Emma Arnold for this delicious brief. And to the impossibly kind and gifted Jamie Mageau who was the art to my copy on this fun project. To the countless other whip-smart partners – far too many to name, unfortunately – that helped this campaign see the light of day...THANK YOU. #clientwork #copywriting #campaign #creativity #freelance

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