Marc-Antoine Jarry

Revisit our insights (on demand webinar + detailed point of view) to see how Americans perceive the presidential candidates as political brands. Using Ipsos' Brand Success Framework we assessed them against three factors: Expectations, Context, and Empathy https://lnkd.in/efbqAvCH

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Notable that the Brands ranked highest for delivering customer experiences are achieving success thanks to AI driven personalization. Coincidentally, I am reading former Google Exec / Northwestern Kellogg Professor Jim Lecinski book, The AI Marketing Canvas, including a Jack Kornfield quote: "The trouble is that you think you have time". Professor Lecinski's book is delightfully customer (vs. technology) centric. He frames AI as a lever to "deliver amazing, highly personalized customer experiences that set brands apart and help them win". Brand leaders aspiring to improve their customer experience would be well served to read this highly practical / action focused book.

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I’m excited about what the future of retail media means for our media tech clients but also for marketing leaders in general. BCG does a great job outlining why CMOs will want to increase retail media spend—and how RMNs need to step up their game to help them justify greater investment. If we are to believe analyst projections of $100 billion in U.S. retail media spend over the next 2-3 years, it seems many of the items on BCG’s RMN “to-do” list need to happen, especially: - Offering a more seamless customer experience across online and in-store to boost performance across the full consumer journey - Providing more and more data and actionable reports to enhance transparency, insight, targeting, and personalization - Deepening relationships to deliver increasingly tailored media solutions that are unique to each advertiser and its consumers - Achieving a level of sophistication that matches—or at least approaches—the performance, scale, and precision of leading digital ad platforms like Google and Meta (e.g., as Amazon has done) https://lnkd.in/gKJ53T-x

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I have spent months understanding the overwhelming challenges the CMOs are faced with and the years and decades of first-hand experience addressing those leveraging data and insight into development to define these critical priorities going forward. As CMOs, our role is evolving, and it's crucial to not only understand the waves of change hitting us but also to harness them for positive transformation. Are you prepared for an AI-enabled future by empowering marketing teams with technology integration? Do you feel you need to rediscover marketing's purpose and redefine its significance within the enterprise to drive growth? Join me in harmonizing growth strategies for sustainable success! -------- I'm Helena Mah, a transformational leader and fractional CMO who helps you scale your business and bring your vision to life. Want to make it happen and unleash your business potential, drive growth, and increase the impact? Reach out and let me know. #growth #impact #technology #businessdevelopment Drop of Milk

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The rise of AI-generated content presents both opportunities and challenges for executives. While AI can produce vast amounts of material quickly, it completely lacks the emotional intelligence and nuanced understanding that resonate with people. As a result, authentic voices and personal brands are becoming more important than ever. The question is no longer whether a voice matters, but how it will stand out in a world dominated by automation. In my latest Lexicon article, I explain why a sturdy personal brand is going to be even more essential in 2025 for CEOs.

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New post. Brand led business transformation is a new way of thinking about the role of brands to drive growth by focusing on outcomes and not outputs. https://lnkd.in/eRa_ywNd

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Gartner Predicts 30% of Generative AI Projects Will Be Abandoned After Proof of Concept By End of 2025. What can CMOs do? CMOs need to manage expectations around how #GenAI will impact results if they hope to see their efforts through. This shift entails increasing tolerance in the short term for indirect results, such as wins in productivity and change management, over financial returns on investments. GenAI has a lot of potential, but it's going to require discipline and more resources and budget to be successful. Recent headlines are creating noise around companies leaving legacy SaaS providers to build their own models. In addition to the capabilities and risk tolerance necessary, developing one’s own custom AI model can cost between $8 million and $20 million upfront and $11,000 to $21,000 per user per year. This reality will lead most organizations to take a hybrid approach to tech adoption. While financial returns will take time, there are three key opportunities through which organizations can build AI-readiness and find returns in the near term: data hygiene; technology and talent; and trust. Success with genAI will require a continuous flow of updating to not only stay operational but also to scale to a company’s ambitions. Thanks to Asa Hiken at Ad Age for a great conversation. Check out the full article here. #CMO #AI #GenAI #GartnerMKTG #Gartner #AICosts #ChangeManagement #Martech #Marketing

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Commerce has evolved rapidly, rendering your old strategies obsolete. That is of course assuming you have a commerce strategy. In this new era, foresight & agility are key for Consumer Brands. The Interpublic Group (IPG)'s Guidebook for Winning in Commerce provides a roadmap for navigating the emerging challenges, such as how ... 🔍 Invisible commerce is reshaping traditional touchpoints. 💸 Demand for convenience is challenging margins. 💬 Product communities are democratizing brand trust. Addressing these is crucial to stay competitive and win profitable share. Use this link - https://lnkd.in/gh_3EF8f - to download the pdf report and learn how to turn these challenges into your opportunities. #Commerce #ConsumerBrands #DigitalTransformation #Strategy

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Emotion is derived from the Latin word movere (to move) and is one of the primary forces that activates or energizes our behaviors. This is why we strive for emotion in advertising, to move audiences to action. Disgust is one of the seven universal emotions. This campaign from AMV BBDO elicits disgust while driving voters to take action against MP's responsible for raw sewage dumping. Warning don't read the below article, featured in LBBonline - Little Black Book, while eating your lunch. #disgusting #advertising #environment

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This is a great perspective on the "path to purchase." In this latest report, Mars United Commerce presents a new approach to the classic “path to purchase” that starts with shopper mindsets rather than the more traditional focus on behaviors or tactics in this latest report. Download your copy here: https://lnkd.in/gCkj6Ysz #pathtopurchase #ecommerce #commercemarketing #strategy

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A really interesting case history on #brandstrategy. ““[Liquid Death] sees itself as a media company first and a product second,” observed Young. “The company’s CEO has said in multiple interviews that you can’t ‘own’ an ingredient like canned water, but it could own a unique brand, wrapped in a compelling package, with a bold point-of-view that speaks to a niche audience.” If this can not only be theorized but also successfully executed for a product most people would see as a commodity, how much more true this statement should be for categories with higher intangible value! #brandmanagement #branding #marketingstrategy https://lnkd.in/eaB8mMmw

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About yesterday. It’s already been 18 months since the AI Hype. A little less time since companies did trials & errors and cooled down the hype. Now real efficiency can be built for repetitive processes. For creative & emotional there’s still a looooot of room for improvement. Who helped with anxiety on stage and actually led the conversations: Janos Szabo and Calin Buzea. #AI #AIatWork Publicis Groupe Romania, Digitas Romania

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It's been a few days since Cannes Lions 2024 concluded, and I'm still processing the incredible experience, of my 10th anniversary at this awe inspiring event. Amidst the buzz of AI, one key takeaway resonates – humanity remains at the heart of innovation. Publicis brought humor to the ever-present AI chatter, with “AI BS Bot”, and to to quote our Microsoft friends, “AI is not creative, you are!” There was a palpable sense of positivity & inspiration in the work that won. Work that did not take itself too seriously. A strong feeling that the industry had brought humanity and fun back into creativity. 6 key threads that ran through the winning work… 1. From championing causes to championing people - a shift from the purpose lead work we have seen in previous years, to focussing in on true human challenges and characters. Reference - Axa, 'Three Words'. 2. Make purpose sell to people - For the first time in a long time, we saw how brands stepped back out to boldly sell again, but backed by purpose. Reference - Renault, 'Cars to Work'. 3. Superiority is nothing without relevance - Yes, you can profess to be the best in the game, but back it up with relevant (& humorous) “why’s” - Reference: Tide, 'Gonna need more Tide'. 4. Technology has become instrumental not ornamental - Technology as the enabler not the centerpiece! Reference: Orange - ‘Women’s Football’. 5. Creativity doesn’t stop at the insight - supercharge the insight! Reference - Toyota, the ‘Oh Sh1t Handle’, Mattress Firm, ‘How do you sleep at night?’ 6. Meet people on their terms - consumers remix your brands ,…so meet them there. Reference - Coke, 'Recycle', Heineken (or is it ‘Haikenen’?), '150th Anniversary'. Reflecting on the week, there is an overwhelming sense that connecting with the industry and the people is what really matters. Whether through a well crafted and deeply engaging panel, fireside chat, keynote or meeting, or discussions over dinner (or glass of Rose), or simply bumping into industry colleagues and friends along the La Croisette. Reunions and rendezvous with some of the smartest, most creative people on the planet (not just in our industry), really leaves an imprint. I am overwhelmed by how lucky and grateful I am to be a part of this magical industry, and feel blessed that we get to work and play in this space every day. Thank you Cannes Lions 2024! The best yet!

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ESOMAR Congress, Athens was an insightful experience, with discussions ranging from advancements in AI to global socio-economic issues. The intersection of technology, ethics, and real-world challenges must have sparked some deep reflections. We at Market Dimensions offers Ethnic, Consumer, B2B and healthcare online panels in US, Canada, Europe for qualitative surveys and for focus group and IDIs recruitment. We do not compromise on quality because it’s the backbone of research yet 3MD offers competitive rates. Market Dimensions is well-positioned to provide valuable insights across various sectors. Your commitment to quality while maintaining competitive rates is essential, especially in the current research landscape. How do you see the growing use of AI and synthetic data influencing your recruitment process for qualitative surveys and focus groups? #focusgroups #recruitment #ethnic #panels #qualitative #quantitative #online #telephone #fyp #esomar #hardtoreachaudiences #healthcare #B2B #Consumer

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So simple. So effective. So brilliant.

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While technology will cocoon consumers’ lives in years to come, nature will constrain them as societal conventions around growth and prosperity will be further unseated. This will create a landscape where assumptions that previously perpetuated culture and business are re-examined. At #dentsu, we are driven to innovate. Leveraging insights from 30,000 global consumers and 20 experts, our #ConsumerVision2035 report outlines the forces and trends that will reshape technology, culture, consumers, and brands over the next decade. Read the full report to unlock the perspectives needed to future-proof your business, create differentiation, and make an impact for your communities. #InnovatingToImpact

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Be sure to check out our newest Ogury Expert Session - this time with Pierre Raoul of Havas - discussing the intersection between data integrity and AI. #OguryExpertSessions #AI #AdTech

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In Chapter 9 (Concrete Jungle Prt.3: The Oracle)of Blawa Samurai, fate and alliances collide as Ta-Li navigates the complex web of destiny. Learn how strategic partnerships can shape the course of history and discover the power of collaboration in the face of uncertainty. Watch now! #BlawaSamurai #Prophecy #Fate #Alliances #Collaboration #Success

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