Maia Knudsen-Schule

Dear Google, You got it wrong. I love the Olympics. I’ve been watching it nonstop on the Peacock app. But far too frequently, I’ve had to suffer through your “Dear Sydney” commercial. Every time I see it, it makes my heart hurt. I’m sure your marketing folks thought it would be a brilliant example of your Artificial Intelligence technologies. But it has failed. As a donor relations professional, it makes me nauseous. What was supposed to be an inspirational story about a dad and daughter has turned into a huge lesson about what not to do in advertising. Apparently, I’m not the only one who was more than miffed by the advertisement. There are many new articles panning it and one look on ‘X’ will tell you all about the backlash. You even turned off the comments section on YouTube! Here's what I found wrong as well as how it applies to donor relations. Ever since AI became mainstreamed, I’ve heard all about how it can replace the sometimes more mundane fundraising tasks—such as emails to donors and thank you letters. And folks, I’m here to tell you it cannot. Nor should it! Part of our profession is practicing the act of gratitude, not just replacing tasks. This same thing is what’s wrong with the commercial, it suggests that instead of the young person physically sitting down with her dad and writing a letter, she should just let AI do that for her. Ugh. Yeah, no. It suggests that using a simply worded prompt is better than using the girl’s own feelings. The fact that this is compounded by suggesting that this black family is unable to do it themselves is even worse. Imagine having our donors feel the same way. Imagine our donors receiving an artificially generated, supposed sentiment of emotion in the place of true heartfelt gratitude. I say “no thanks” to that. Let’s teach our fundraising professionals how and why gratitude is an important sentiment, and not something to be farmed out to AI. This ire I feel was personified in this commercial – it’s clear that Google’s marketing department doesn’t grasp how people really feel about AI. The goal is for AI to help us enhance and grow our skills, not replace them altogether. For my fellow donor relations professionals, remember this the next time you see a post from a vendor that says they just ran a 100% AI fundraising campaign. They’re missing the point. Fundraising isn’t just a series of tasks, it’s about human relationships and emotion. Make sure you, your fundraising, and your marketing team understand this when you’re working on your next communication to donors. AI can enhance, but it should not replace our work. And to Google, I hope you’ve learned the same lesson from all this backlash: AI can enhance, but it should not eliminate our ability to uniquely express ourselves. Cheers, Lynne https://lnkd.in/gYHjs3Pq

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Insightful deep dive into news mis/disinformation today at Google. As we navigate the largest election year in history, the importance of fact-checking, debunking, prebunking, and fostering media literacy across all ages is more critical than ever.

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Traditional pricing based on billable hours and costs per employee is being replaced by more innovative compensation models. We share our perspective on compensation models and options along with some of our peer agencies including Bullish in this recent Ad Age article. Maybe it's time to reevaluate what and how you're paying for agency and media services. Feel free to get in touch. #agencycompensation #agencymodels #performancemarketing #vujadedigital

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Check out these #marketingjobs #communicationsjobs

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The second and, as of now, the final presidential debate is in the books. As we approach another critical election season, political campaigns must rethink how they reach voters. Thousands of voters will decide this race in 15 or so counties across a few battleground states. The key to victory? Aligning message with mindset. By aligning messages with relevant, real-time content, campaigns can engage voters in more personalized, meaningful ways—while ensuring brand suitability and maximizing reach. It was great talking with Chris Wood and MarTech, as we discuss how video-level contextual targeting in CTV empowers political campaigns to make smarter, data-driven decisions, delivering the right message to the right audience at the right time. Check out the article for more insights on how political strategies are evolving! #election2024 #adtech #programmatic #connectedtv #contextuladvertising https://lnkd.in/g8rBNnn3

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Big Mood drops on Big Toobs today! From writer, director, to lead actors—some of the warmest, funny, and smart women you will ever meet. This series explores the joys, complexity and feralness of female friendship 🤌🏽💕🤌🏽

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AI is only as good as what goes into it. Diverse experiences and viewpoints are vital to making it useful.

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In today's fast-paced world, empathy can be a rare commodity. But taking the time to understand another's #perspective can #transform #communication. This week, let's practice active listening and #empathetic communication. Let's build bridges, not walls! #empathy #communication #connection #ProTip: Strong communication skills build empathy and strong teams. Learn how to create relatable presentations that resonate with your audience! https://lnkd.in/gibkZQbn

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Calling everyone who's ever sat through an awkward creative presentation. Over the last decade, we’ve made a shift at Mortar that’s changed the game for our creative process. Instead of starting with "big ideas" and treating creative briefs as launching pads, we’ve adopted a framework focused on imagining what we want our target audience to say--that singular Aha moment of delight and surprise—and it’s paid off. I don’t remember one creative presentation that has missed its mark since we adopted this framework. The difference? Aha briefs aren’t about blasting off into the creative unknown. They’re landing zones. They’re about aligning the team and the client around a clear, shared vision of how we want customers to respond. This focus keeps the creative work sharp, purposeful, and, most importantly, effective. So, while big ideas can be exciting and captivating, we’ve found that aiming for that Aha moment—with a disciplined, collaborative approach—consistently delivers results that hit the bullseye. See www.mortaragency.com for more. #CreativeStrategy #AhaMoments #MarketingInnovation #ClientCollaboration #BreakthroughThinking #MarketingFramework #OriginalIdeas #TargetedCreativity #MarketingSuccess #BrandDevelopment

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Practices like these do so much more harm to the open-web ecosystem than they do good for the few bad actors who, for a quick buck, poison their brands, blow years of hard-earned trust with their audience, and give "premium" a bad name. This is a tough time for open-web publishers. Search and social referrals are in the toilet and media buyers are moving spend to data-rich walled gardens. Adding subpar inventory exacerbates the problem, eroding trust and driving away both audiences and advertisers. After a quick cash injection, the temporary high will fade quickly. For what its worth, at TRUSTX, we've dedicated the last seven years (Happy Anniversary this Saturday!) to building a safe haven for high-performant premium programmatic inventory. Case study after case study proves that our publishers make more when they deliver brands the quality inventory and engaged audiences they want. Our job is to make it easy for brands to buy what they want to buy. My colleagues and I are doing everything we can to keep this crap out of our market. But even we don't know how we'd find this garbage if one of our publishers decided to give it a whirl. We're doing the best we can. If anyone sees MFA coming through TRUSTX, please reach out to us. We'll drop it in a heartbeat. Revenue or not, here we come.

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Who will the merger between Omnicom and IPG be good for? Not for employees - Expect to see layoffs and for those that remain, a huge amount of busywork adapting to new corporate policies and procedures. Not for the work itself - Consolidating creative agencies and media buying will further water down creativity and disincentivize innovation. Not for clients - See above. It's a survival move with shareholder value being the primary consideration. Could these holding companies have saved themselves by other means? I've worked at big brands and small startups, big holding companies and small agencies -- and I can tell you that the best work, the most creativity and the most innovative solutions are coming from the smaller outfits. If you're a brand of any size looking for an agency partner that will deliver outsized value, consider these smaller guys, to name just a few. nmbl, Public Display of Affection (PDA), Magic Camp, Darkroom, X&O, QRY

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One key observation I’ve taken away from this election—and have been sharing with founders, non-profit executives, and leadership team members—is the fundamental shift we’ve seen in media consumption and the growing importance of personal digital platforms. This week’s episode of Scott Galloway’s No Mercy / No Malice podcast does a great job of breaking down the mechanics behind this shift. ✅ Note: These mechanics go beyond politics and are applicable across the business world. I highly recommend checking out this episode and asking your marketing partner for a plan to invest in both the medium and in the digital footprint of your leadership team. ⤵️

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I’m super excited to be kicking off a new series of events: Open Invite. There are two strong beliefs we hold at Metrikus that are behind this series of events. 1. We’re still in the early days of creating workplace experiences and the smart building industry is still young – but the change is more necessary than ever and real progress will only happen when we come together to share insights and collaborate. 2. Buildings aren’t just stand-alone structures – they shape cities, build communities, and leave a lasting mark on culture and history. This is something that should not and cannot be forgotten as we innovate into the future. So... we’re celebrating these things by hosting a series of meetups at interesting venues, offering unique experiences that inspire curiosity, spark conversations, and connect people from the PropTech, smart buildings, and workplace industries. For the first event, we’re heading to a free gig at the Southbank Centre, featuring Toby Corton and Kiiymm. It’s at 6pm on Thursday 10th October, and we’ll be heading to a pub nearby for a catch up after. It’s free to enter but please let us know here if you’re planning to come: https://lu.ma/4r5xu6q3 We’re starting in London but hope to celebrate the diverse culture of New York in the not-too-distant future.

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5 strategies you can use to craft compelling ERG communications instead of settling for generic invites. In my recent chat with Courtney Humphrey, we uncovered a game-changing insight: the words we choose can make or break ERG engagement. Think about it: Is your event invite a door opener or a barrier? Let's break down the impact of intentional naming and phrasing: 𝟭. 𝗙𝗶𝗿𝘀𝘁 𝗜𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝗼𝗻𝘀 𝗠𝗮𝘁𝘁𝗲𝗿 ➥ A generic title = a missed opportunity • "Monthly ERG Meeting" doesn't inspire or inform • It fails to communicate value or spark interest ➥ A compelling title = instant curiosity and engagement • "Shattering Glass Ceilings: Women Leaders Share Their Journey" • Immediately conveys topic, value, and excitement 𝟮. 𝗖𝗹𝗮𝗿𝗶𝘁𝘆 𝗶𝘀 𝗞𝗶𝗻𝗴 ➥ Vague descriptions leave people confused • "Join us for a discussion on diversity" lacks specifics • Attendees won't know what to expect or how to prepare ➥ Clear, concise language drives action • "Interactive Workshop: 5 Strategies to Foster Inclusion in Your Team" • Sets clear expectations and highlights tangible takeaways 𝟯. 𝗜𝗻𝗰𝗹𝘂𝘀𝗶𝘃𝗲 𝗟𝗮𝗻𝗴𝘂𝗮𝗴𝗲 𝗢𝗽𝗲𝗻𝘀 𝗗𝗼𝗼𝗿𝘀 ➥ Gender-neutral terms welcome everyone • Replace "Ladies and Gentlemen" with "Esteemed Colleagues" • Use "they" instead of "he/she" in communications ➥ Cultural sensitivity shows you care • Avoid idioms that don't translate globally • Consider multiple cultural perspectives in your phrasing 𝟰. 𝗧𝗵𝗲 𝗔𝗹𝗹𝘆 𝗔𝗽𝗽𝗿𝗼𝗮𝗰𝗵 ➥ Remember: not everyone's an expert • Avoid jargon and acronyms that may alienate newcomers • Provide context and explanations for complex topics ➥ Use language that invites learning and growth • "No question is too basic - we're here to learn together" • Create a safe space for curiosity and dialogue 𝟱. 𝗖𝗮𝗹𝗹 𝘁𝗼 𝗔𝗰𝘁𝗶𝗼𝗻 𝘁𝗵𝗮𝘁 𝗖𝗼𝗺𝗽𝗲𝗹𝘀 ➥ "Join us" is weak. "Be part of the change" is powerful • Weak: "RSVP for our next meeting" • Strong: "Add your voice to shape the future of our workplace" ➥ Emotionally resonant language drives participation • Appeal to values: "Stand up for equity in our organization" • Create urgency: "Don't miss this chance to make a difference" 𝗥𝗲𝗮𝗹-𝘄𝗼𝗿𝗹𝗱 𝗲𝘅𝗮𝗺𝗽𝗹𝗲: "Friday Lunch Meet-up" vs. "Bridging Cultures: A Taste of Diversity" Which one would you be more excited to attend? The words you choose are more than just text on a screen. They're the key to unlocking engagement, fostering inclusion, and driving the success of your ERG initiatives. Are you wielding this power effectively? Every communication is an opportunity to connect, inspire and drive change. Don't let it slip through your fingers. What's the most engaging ERG event title you've come across? Share in the comments and let's learn from each other!

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Amazing week at Brandweek last week- Spending time with fellow marketers reminded me why I love media, experiences and brands so much. Had a fun chat with Nicole Parlapiano and Adam Grossman (and thank you Mark Stenberg!) about changes in the TV landscape- how/when fans view, how TV lives beyond the screen and what makes for an authentic and compelling ad experience in this new fragmented world. Key takeaways: being a TV fan today is both amazing and a lot of work. There are more opportunities to reach fans than ever before but it takes a lot more insight and planning to get it right. Attended the Marketing Vanguard dinner at Taliesin West, Frank Lloyd Wright's school and "lab" where we experienced his creative genius and how he thought about the fit of environment + structure + human was inspiring. Key Takeaway: the details matter- if you want your guests to sit, relax and get to know each other, keep the ceilings low! And learned more about the journeys of heritage brands including Crayola, Hilton and Wendy's (with amazing CMOs Victoria B. Lozano, Mark Weinstein, Lindsay Radkoski), all of which have become so much more than a product. They're experience brands with loyal fans for whom these brands are part of their identities (I pulled my Wendy's booklet out of my wallet as Lindsay was speaking, a roadtrip isn't a roadtrip without a stop at Wendy's for my family!) Key Takeaway: Brands that focus on who their fans are and what they care about beyond a transactional moment will thrive for (hundreds of) years! Big thank you to Jenny Rooney for getting this amazing community together to take a moment to remember why we love what we do- bringing joy to fans! #fortheloveoffans #brandweek #adweek https://lnkd.in/eTmxpU2Y

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Fantastic article by Jaime Robinson in ADWEEK about independent agencies. For the past 6+ years Keynes Digital has always supported the indie agencies and we couldn’t be more excited about the future for these incredibly talented people. Jonathan Kantor Kejal Macdonald with Zuzu Digital exactly what we spent time discussing recently. #agency #independentagency #partnerships #owneroperators #marketing #mediamixmodeling #mmm #brand #brandmarketing #brandresponse #creative #graphicdesign #webdesign #emailmarketing #marketingagency #digital

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Check out Tal's interview on Page Six at Cannes Lions International Festival of Creativity to learn how we're leveraging technology to create personalized, high-impact ad solutions that adapt to evolving consumer behaviors. #canneslions #advertising #AI

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Have loved reading (and listening to) Kimeko McCoy, Digiday ask questions when it comes to #genai and what how to mitigate marketers' concerns. Razorfish's Cristina Lawrence joined in on the conversation, with a big point around brand reputation and perception when it comes to #ai. Have a read: "At the end of the day, with the brand clients, what they care about is the perception of the brand and the implications to brand perception. As we continue to refine the content labeling and that provenance piece, I think we will get to a point eventually where that apprehension will subside." https://lnkd.in/gb2wPKT8

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Fueled by VC subsidized acquisition costs, legions of newly minted performance marketing trainees, and soaring consumer demand for DTC products in the not so distant past, an entire cottage industry of Linear and Streaming TV "platforms" and agencies emerged, peddling "AI automation" and tech enabled DIY TV buying. It's a sexy pitch, but one that yields more promise in vendor's on reporting than on the business growth. Making the move into video requires more than "turning on a platform." In 2024 and beyond there a bit of arbitrage to be captured by throwing out cheap inventory and seeing what sticks? For the right brands with the right AOV and the right audience? On occasion it's possible. Is it a model with any scale potential at all? The 2021 playbook does not work in 2024. Doing TV right requires consideration of network/publisher audience composition, a cost/benefit analysis of broad reach vs. targeting, disciplined frequency, an ability to evaluate effective CPMs. In other words, it requires deliberate strategy and strict management. As a consultancy vs. an agency, we have the opportunity audit dozens of programs a quarter, across a wide range of categories, business sizes and media mixes. In a talk we gave last week, we illuminated the many ways brands (and their vendors/agencies) unwittingly get video wrong and waste their increasingly precious investments while lining the pockets of their vendors. Our dear friend and client, retail and brand executive Andrea Wasserman, shared many these insights in her recently published Forbes piece. Chris Novak Kendra Prasad

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