Jeff Graham

We live in a world where things are changing at a more rapid pace than ever before. Consumers are faced with more choices than ever, and it's a big challenge to stay ahead of the curve in gaining consumer attention, much less in getting consumers to act. The best resource you have in understanding consumer behavior is your consumers. There are tools and processes for getting to know your consumers on a deeper level and connecting with them in meaningful ways. Here are some insights from my team at The Ward Group that you might find valuable. #consumerbehavior #mediabuying #mediaplanning #advertising #consumerresearch #mediastewards #paidmedia

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Currently reading Sam Walton’s memoir, "Made in America," and I loved this quote from former Walmart CEO David Glass describing Walton. These qualities have become so important to embrace over the years. Running an agency, growing with the team, and refining how we serve clients is a constant process of trial, error, and adaptation. It means showing up every day with a mindset of improvement, trying new things, and having the courage to pivot when things don’t work out. Like Sam, I’ve learned that failure and being wrong are essential parts of growth. Without that mindset, missteps or feedback could hold you back from progress—and sometimes, you’re on the edge of something great. It’s about asking: What’s the takeaway? How can we do better? This past year has had its challenges, but it’s been full of reflection and refinement. I’ve spent more time in one-on-ones with the team, gathering feedback, and figuring out how we can improve for both clients and each other. We’re experimenting, making educated guesses, and adapting from missteps and surprises. I know not everything will go as planned, but staying flexible is key. It’s equally important to instill this mindset within the team to keep morale and momentum strong. Having a vision and setting goals is important, but loving the process and enjoying the journey is what makes it all worthwhile.

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Make it make sense. What is driving voters to support progressive-leaning ballot measures (think protecting abortion rights and raising the minimum wage) while voting for conservative candidates? My colleague Meisha Thigpen brings a behavioral lens to it. And the answer is kind of simple. As Meisha says, "few of us really understand how to “fix” the economy. Or Gaza. Or racism. I’d bet that even fewer people truly understand what their preferred political candidates will do about these issues". Whereas local issues are easier to understand and, importantly, easier to connect how the consequences will impact you and your life.

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Patrick Horbas and Eric Hansen provide some context for BBDO MW's new work for Hormel Foods' innovation, Planters Duos. I like the ads, and I love the product. See The Clios Muse article below. #snacking #foodmarketing #innovation #nuts #creative #advertising

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With a world focused on instant gratification sometimes the importance of consistent brand presence goes unnoticed. Chief Brand Officers are the unsung heroes that keep the ship from hitting that iceberg. This is a good read if you are interested in finding out how instrumental branding is to your success.

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Successful CEOs surround themselves with experts to advise. Analytics, impressions, CTRs - what matters? All these new numbers now in marketing don’t make sense. It’s like learning to read a balance sheet. 😩 With our help, CEOs and CMOs can now look at a dashboard, have the correct metrics, and know what #marketing success is. Let’s do this.

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I find this analysis fascinating as it speaks to our constant "evolution" of our basic needs. Thanks GroupM for providing some thought provoking ideas. "It found the Gen Z generation is driven much more than the classic food, clothing and shelter mindset of older populations, including the following shifts: From Physiological to Accuracy: Gen Zers are passionate and want to support companies that align with their values and provide them accurate, trusted services and information. This is the new, most basic need. From Safety to Safe Spaces: Gen Z will prioritize digital spaces that promote user safety. They view the internet as a harsh place. 64% do not trust everything they see online. So they gravitate to online safe spaces, particularly for marginalized groups. From Love to Fandom: A single person can be a part of an endless number of communities that impact their identities, influencing their purchase intent. In fact, Gen Z is 38x more likely to purchase products that borrow outside IP and 80% have made purchases via creator-led livestreams. Brands need to work with creators to co-build online communities and connect directly with consumers. Building Self-esteem Through Forums: Gen Z’s sense of self is a blend between online and offline identities. In commerce, brands can meet this need by providing products and experiences that enhance a consumers’ confidence within a certain group, even if it isn’t hyper-specific to them individually. From Self Actualization to Hybrid Advocacy: Think of “actualized” consumers as brand ambassadors. Gen Z’ers are not only advocates among friends and family, but they can be the same for brands, embedding it or its product into their identity, and even using it as a springboard for creation." How can streaming meet these new "needs" I'd love to hear from all my media-peeps out there. Let me know your thoughts. #evolvingmediaspace #meetingmedianeeds

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#CauseAndEffect #BurdenOfProof #BetterSafeThanSorry Unsolicited advice for advertisers making claims about net-zero emissions, bamboo products, or recyclability: Until there is clarity on what qualifies as an “internationally recognized methodology,” it’s probably best to stop making environmental claims - not just in the oil and gas sector -, or have a chat with legal.

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"Markacy uses an approach it calls finance-based marketing, an in-house process working with a client’s leadership to integrate profit-and-loss forecasts, inventory and margin goals into the media planning/buying and growth strategies." Nice Digiday piece from last week. Give it a read. https://lnkd.in/ga9-ASsE

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Striking this balance is challenging, but achievable-->

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What a trip!  The LA Fall Toy Preview was an interesting experience for me.  As you know, we are not a toy company, but rather a 24 year young media agency focused on play, and the joy of living.  As such,  we approached this show from a different vantage point.  Since this multi week trip was different from the normal trade shows we are accustomed to attending, and significantly longer, we leveraged a two pronged approach:  We balanced new client and vendor meetings (through our partnership with The Toy Association) in our BPMS Meeting Room, at 2250 Imperial (also using this space as our away office) and then we bopped to scheduled meetings, hopscotching from building to building and showroom to showroom, enjoying our front row seat to the innovation for the year ahead.  Beyond our meetings in El Segundo, we had to Uber to meetings off the beaten trail.  Uber was my best friend, as the clock ticked before our next meeting began.  An occasional bop in to In-And-Out Burger was a bonus, and a treat.   It was a long stretch of time away from our NJ office, so organization in scheduling was pivotal to enhancing my productivity.  In addition to well-attended networking events (which I appreciated), and client dinners at some amazing restaurants along the Pacific Coast, I particularly enjoyed the unexpected and organic colleague bump-ins along the way (reminded me of Mody Road).  Seems El Segundo is the new Kowloon.  This trip for me was interesting, fun and productive with room for tweaking as I plan our future visits.  I’m sure it will blossom with each season.  It’s an evolution.  From the looks of it, LA will grow with each visit, with toy buildings budding and the landscape morphing into what is clearly the new Toy Town.   I look forward to revisiting LA...and bumping into you along the way.      #LAFallToyPreview #MediaAgency #Innovation #Networking #ToyTownEvolution #TheToyAssociation  

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For brands, the highest honor, and greatest reward, is irrational love. The benefits are many. People are more likely to forgive you, pay more for your products, stay loyal when new competitors emerge and they'll instantly want your product...no. matter. what. As we dream up the next INNOCEAN USA, building and measuring irrational love for brands is critical to our mission. And the person at the heart of this is Cindy Scott, author of the Ad Age article below.

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near 8 decades of marketing and marketing research experience Steve and I have taught one key lesson ... marketing is all about knowing matters to people not consumers enjoy the series .. more to come

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In 60 minutes, I’ll give you a crash course on how strategists can use ChatGPT to write strategy, find insights, and create benefit ladders. I’ll also reveal my 10 best question prompts. Sign up here 👉 https://lnkd.in/gpS8-4Ae

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New from us; making marketing's contribution clear and the benefits that flow from that. https://lnkd.in/grRYcuQe

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This is backward thinking. Of course, brands and marketers should seek to avoid backlash, but not by incentivizing persons of influence to stay "apolitical." What kind of society are we advancing if political ideas cannot be shared on free and open platforms? I submit that our goal should not be to keep brands away from political discussion but to require that those discussions be civil and responsible if brands are to be present. This is measurable, enforceable, and healthy for democracy. Brands don't suffer backlash because of adjacency to topics or opinions. They suffer backlash when those opinions are delivered in hateful ways or by hateful people. Remove the personal attack and you'll remove the controversy. It's really that simple to address brand safety for brands around political content. Let's help brands reward and celebrate responsible creators who help audiences better understand the most important issues of our day.

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Very demure, very mindful… seeking authenticity, meaning and convenience. They consume media differently than GenX and Millennials. They are #genz #mediaplanning #mediabuying #advertising #adagency https://lnkd.in/g38PFQRz

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Crafting a compelling brand story isn't just about selling products or services—it's about connecting deeply with your audience. Research shows that 92% of consumers prefer ads that tell a story rather than just pushing products, proving storytelling's impact in boosting customer loyalty and engagement. Think of Apple, not just selling gadgets but sparking a revolution in how we interact with technology, or TOMS Shoes, whose story of giving back resonates beyond their products. Stories stick because they're memorable—people remember narratives 22% better than plain facts, especially when they stir emotions. Whether it's through ads, social media, blogs, or podcasts, don't neglect the power of storytelling for long-term success. #Storytelling #Marketing #BrandIdentity

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