Hallie Casanas

Proud to see the innovative work we're doing at Publicis Groupe featured here by Scott Hagedorn. We are building solutions at the intersection of commerce, media, data, and AI that are pushing the boundaries of what’s possible. It’s a privilege to do so with industry leading assets in identity and commerce intelligence, and in partnership with some of the worlds greatest brands and humans. Excited to continue to shape the future with this team! …. As a tease of the kind of problems these applications will be solving, the CPG example Scott gives revolves around the disconnect companies sometimes struggle with between mental availability of and physical availability of their product on the shelf. “Our big business growth-driving application is tying those two things together for the first time,” says Scott. “We have our identity graph where we can see where people shop, and are they loyal to a specific brand, or do they shop the category, and when was the last time they shopped, and when was the last time they bought your product? We also have Profitero and CitrusAd, which gives us visibility into 70 million shelves. And increasingly, because you can do in-store pickup, what you see online is what's available in the local store. But that's a massive amount of data to try to put together. What we ended up doing was building a model to connect the consumer identity with the inventory.” #retailmedia #commerce

27

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

8

The clean room future is no longer on the horizon – it’s here. And for leading companies in every industry, clean rooms are transforming marketing strategies. 80% of advertisers spending over $1B on media are already using them. But here's the thing – most brands are only scratching the surface. While many are using clean rooms for audience insights, only a third are leveraging advanced measurement like attribution and ROAS. And broader collaboration across partners and complementary brands offers even greater potential. Modern clean rooms are now fully interoperable, breaking down silos between brands, retailers, and media partners. In talking with companies across industries, I constantly hear their desire to get started, but also recognize that this represents unexplored territory for many. To help companies navigate the complexity, LiveRamp has put together a playbook of some of the most common tactics, and I've attached a link here. Happy reading!

108

2 Comments

I’ve always been a big Fast Company fan so its memorable day to see my first article published by them. Have a read 👇🏼to deep dive into why learning and leveraging organisational culture is a superpower for new CMOs and other incoming execs. Plus the questions you should be asking to understand what makes your organisation tick. Huge thanks to Dr John Curran, FRSA Ben Hardy and Neil Barrie who have all encouraged my study in this area. #organisationalculture

23

1 Comment

The latest COMvergence ranking underscores GroupM's continued dominance, with $62.6B in total global billings in 2023. Three of GroupM's agencies ranked among the top 5 global agency networks. EssenceMediacom led the way with $24.5B in global client billings for 2023, followed by Mindshare and Wavemaker. T&Pm was recorded as having the highest growth rate of any large group agency, with 13.4% growth. Learn more about GroupM's COMvergence rankings & market shares: https://lnkd.in/eyyip4b5

18

Wherever you are on your AI journey as a market researcher, from early pilots with third-party tools to more advanced collaboration with custom, proprietary solutions, there’s something for you in this new blog post from my colleagues at Escalent and C Space. #AIResearchTools #MRX

6

Interesting read from McKinsey on the adoption of AI in the first six months of 2024, highlighting a significant increase in the use of Gen AI, which has doubled during this period. It's intriguing to note that some individuals may underestimate their AI usage, often not identifying themselves as "Power Users" despite leveraging the technology. #AI #ArtificialIntelligence #TechnologyTrends https://lnkd.in/e6znN_-3

12

Fascinating discussion with our UM leaders on the role of AI in brand building and how agencies can partner with clients to stand against bland media. 

5

3D AI IS ON

3

AI Video will change the way brands approach video marketing. My thoughts in the article below.

5

With the growing non-retailers creating their own Retail Media Network, should we continue calling it "Retail Media"? Maybe we should call this broader first party data strategy as Loyalty Media. With Retail Media, capturing the additional feature of providing sales insights to their brand advertisers, as a niche of Loyalty Media. thoughts? #retailmedia #loyaltymedia #QSR #FSR https://lnkd.in/gcryb9ne

3

Google 🍪 announcement + Oracle 💰 settlement signal a shift to Consumer-centric advertising. The recent #adtech developments at #Google and #Oracle may seem disconnected at first, but they signify a significant shift towards consumer-centric advertising. Alongside Apple, these tech giants are embracing privacy concerns and strategically repositioning themselves by prioritizing consumers. This move aims to reduce risks and drive growth by empowering consumers, advocates, and next-gen companies to innovate new approaches in place of legacy adtech. The ripple effect is evident, with companies like Amazon and Meta expected to follow suit to mitigate the legal and financial risks highlighted in the coverage of Oracle's recent settlement. I transitioned from retail and ecommerce to adtech two decades ago with a vision to revolutionize advertising by attacking the inefficiencies of offline methods adopted in the digital realm. Seemed like an easy fix but it turned out to be a long slog. I also saw the inherent risk from cookies that hold adtech together to this day. Now it seems the consumer is finally getting a seat at the advertising table, and they don't like cookies or spam. For advertising and publishing businesses, the time is ripe to pivot towards alternative strategies in alignment with this evolving landscape. Seeking expert guidance to navigate these transformations could be the key to staying ahead in this dynamic environment. DM me for a chat or simply to chew the fat :) Google announcement - https://lnkd.in/gu9a-wba Oracle coverage- https://lnkd.in/gA9H-Fey My take from 2013 - https://lnkd.in/gB8QCjF

35

5 Comments

The future of brand measurement is here. Introducing R-Index. In collaboration with Google Cloud, we’ve created the most adaptable predictive algorithm in the market for scoring both brand performance and sentiment across every stage of the customer journey. We created this insights hub to provide a more dynamic and nuanced view into a brand's overall marketing investment performance. It provides the data essential for making meaningful connections with your target audiences.

1

Yep, scale still matters in media, especially if you’re an agency. Further agency consolidations aren’t necessarily good news for advertisers, who are facing more competitive conflicts sharing agencies with rival brands and facing reduced transparency as agencies grow more powerful. Possible this could trigger some high profile media pitches in 2025 as rival brands race to secure the best terms within the merged group. #MediaForGrowth https://lnkd.in/g4NnXTsE

44

7 Comments

Solid overall performance for Omnicom in Q2 with Advertising, Media and Experiential leading the way, but Asia Pacific continues to be challenging   John Wren, Chairman and Chief Executive Officer of Omnicom said: "Our 5.2% organic growth in the second quarter drove solid growth in adjusted EBITA & EPS, with good performance in our larger markets and disciplines. With the rapid adoption of Gen AI, creativity and talent matter more than ever to address the breadth and complexity of consumers. To serve our clients with the best, most advanced capabilities, we continue to strategically align our agencies and invest in robust data and technology, scaled content and production, e-commerce, and retail and performance media - all embedded in our industry-leading Omni platform."   Having set organic revenue growth expectations at between 4% and 5%, delivering 5.2% in Q2 (4.6% for H1) must have been satisfying for Wren to announce.   Key to this was 7.8% organic growth in the Advertising & Media discipline, which represented 53.1% of total revenue in Q2. Another discipline with very strong performance was ‘Experiential’ which saw 17.6% growth off the back of 9.5% in Q1, but this is off of a relatively smaller base of just 4.8% of total revenues.   However, these overperformers were offset by underperformance in all other disciplines: Precision Marketing, Public Relations, Healthcare and Execution & Support grew by 1.4%, 0.9%, 2.0% and 1.2% respectively – well below the 5.2% average for the quarter. But the most challenged discipline for the second quarter in a row was the curiously named Branding & Retail Commerce which saw a 3.8% organic decline (Q1 it was also down 3.8%).   It would seem that the online / retail commerce bubble off the back of Covid has worked its way through, whilst consumer appetite for experiences – physical experiences in particular – have grown. Not really new news.   The geographic split of Omnicom’s revenues shows four regions performing well: US (which is 52.8% of total revenues), UK, Euro Markets & Other Europe and Middle East & Africa grew 6.3%, 6.9%, 4.5% and 8% respectively. Latin America showed very impressive organic growth of 24.5%.   But these were pulled down primarily by a 0.1% decline in Asia Pacific. The other region that saw a decline was Other North America, which was down a rather large 8.3%. Whilst it is a small proportion of total revenue at 3% there is a story behind this to watch. Over the last week it has emerged that BBDO, TBWA and DDB are coming together under the name of Omnicom Advertising Group. I should imagine that the independent agencies in Canada are rubbing their hands in glee. In the press release Wren stares that “we continue to strategically align our agencies”. Again, not really new news – a major group streamlining its businesses and brands … but sad for someone who has been in this world for a little while as I have. Some great analysis from The Drum with a little quote in there from me...

3

In this article about advertising holding company behemoths, you will not find one reference to clients or brands, but rather to the chess game of acquisitions that constitute greatness in the sad state of our industry. A good friend of mine works for one of these monoliths. She keeps telling me with great pride that they are a machine. I smile, and say: who wants to work for a damn machine? I left WPP in 2001 because I spent twice as much time dealing with spreadsheets, than I did directing the creative department to produce ideas that would benefit customers and build brands. To all those souls out there in the idea business, I will state the obvious yet ignored principle: great ideas build business, not the other way around.

34

4 Comments

S&P Global and Accenture recently announced a significant collaboration aimed at advancing the use and innovation of generative AI in the financial services industry. This partnership focuses on two key areas: 1. **Generative AI Learning Program**: S&P Global will launch a comprehensive generative AI learning program for its 35,000 employees. The goal is to enhance employees' understanding and application of this emerging technology. The program will leverage Accenture's LearnVantage platform to deliver curated and customized content, helping S&P Global's workforce acquire the necessary AI skills to meet the growing demands of the industry. This initiative will empower employees to better utilize generative AI, thereby accelerating innovation and improving daily operations and customer interactions. 2. **AI Development and Benchmarking**: The collaboration also includes strengthening AI development and benchmarking within the financial services industry. Accenture will provide its "Foundation Model Services," which assists companies in managing and scaling large language models (LLMs). Meanwhile, S&P Global will use its "S&P AI Benchmarks by Kensho" to evaluate these models' performance in handling complex financial queries. These tools will enable banks, insurers, and capital markets firms to enhance the performance and effectiveness of their solutions while ensuring responsible AI practices [[❞]](https://lnkd.in/gC3Bzvgp).

1

1 Comment

We at GrowByData are Excited to Enable Large Brands & Agencies Thrive in the New Google AI Era. Join our Webinar this Wed June 12 at 1pm ET to Learn, and Win in the New Era of #SearchMarketing! Register today 👉 https://bit.ly/4581LS0 Audit Your Performance and Rapidly Experiment to Thrive in #GoogleAISearch. #GrowByData #GoogleAIOverview #GoogleSearchMarketing

49