Neil White

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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We’ve all seen examples of brands or influencers who in times of crises opt to “turn off” the comments. It’s something we heavily recommend against in our risk assessments for new campaigns and this new study shows exactly why. As soon as you turn off the comments, the trust from your consumers drops. https://lnkd.in/e5a5YKNA It shouldn’t be a surprise, this is a pretty predictable outcome. But in times of crises, if you haven’t pre-planned, when reputations are on the line, it feels like an easy solution to make the pain go away. The lesson: ensure reputation and crisis planning is built into every campaign. With a clear stakeholder plan and pre-agreed responses to predictable hiccups. 9/10 you won’t need it. But for the one time you do - it’ll be worth the foresight.

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Interesting difference in the dominant reason for marketing spending being impacted for CMO's of B2B vs. B2C, especially as it relates to corporate performance being the primary driver. What do you think might be missing from this list?

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Is there a financial case to develop great creative? Yes! Listen to this podcast and learn how developing strong, memorable creative can save a lot of money on media spend. https://lnkd.in/gkrVivUT

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As influencers of creativity, Account & Client Leaders can directly SUPPORT their creative partners in strengthening their partnership with the client. Here are a few key takeaways from this fabulous piece about business-minded CMOs by Jaime Robinson of JOAN Creative. 1. Join your creative teams in the process of 'living, loving, playing and experimenting' in social media 2. Immerse your teams in the business and sales cycles, leveraging their creativity to solve tough business problems 3. Empower your teams & your client by having a plan that includes experimentation 4. Encourage your teams to openly share their expertise and learning 5. Support your teams in delivering work that drives business outcomes AND makes clients proud

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Now more than ever, VOTE WITH YOUR WALLET. 83% say brands should do more than just talk about their values—they should act on them. And consumers will buy the brands that align with those values in action. Now more than ever. #BrandPolitics # #SocialIssues #MakeGoodMoney

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Analysing data from over 41 million customers of a cashback app, new research found that referred customers make more purchases and attract 30%-57% additional new customers via referrals than those acquired via other channels...🤯 These results advance the understanding of the social motives that contribute to referral decisions and illustrate that promoting referrals is substantially more valuable than previously estimated. Rachel Gershon Assistant Professor at University of California, Berkeley and Zhenling Jiang University of Pennsylvania Wharton School, recently published a research paper “Referral Contagion: Downstream Benefits of Customer Referrals” which highlights the powerful phenomenon of “referral contagion.” Find the paper https://lnkd.in/gufKHpxv - Thanks for sharing Adam Furness, GAICD 🙌 Perhaps another validation why you should be re-considering the role of #Affiliatemarketing in your #PerformanceMarketing strategy. If you’re interested to explore what #revenue opportunities #affiliates could be delivering for your brand please drop me a DM… Silverbean

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Horror show Just what the grocery sector needs: an ad campaign aiming to inform consumers about the terrifying commercial tactics grocery retailers use Option consommateurs' new campaign uses horror movie elements to spotlight underhanded grocery store tactics. Employing horror tropes suggests a dramatic level of fear, yet what most consumers likely feel is not terror, but a mix of irritation - even anger - and powerlessness when faced with manipulative (terrifying?) marketing. And for those who have to leave items in their basket once they see the total, the emotion is likely a mix of embarrassment and despair. While the horror story grabs attention, it seems a stretch, potentially diluting the campaign’s core message of empowerment and vigilance. Ian Mirlin used to remind me that "an inch of difference in the strategy makes a mile of difference in the execution". Perhaps fear and terror are the wrong emotions for this tale.

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Interesting read. I used to think the opposite before I began working with sustainable brands and saw the data first hand. For many, the biggest converting point isn't in sustainability alone. If you market/advertise sustainable brands, have you seen younger demographics have greater interest in your products? How do you convert wealthier people and make them care? What other value props do you pair into your messaging to find success? https://lnkd.in/gF6pupBa

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While we can have a good laugh at this, the inherent point is worth the debate. Vendor Vs Agency Brand ownership used to be a legacy that agencies carried, with strategic planning and brand owners in a healthy debate to shape the brand together. The eventual creative executions were a deliberate outcome of this debate and not the other way around. Today in most organizations, this has shifted to transient, career conscious brand owners with impeccable résumés. These transient owners in turn partner with agencies that are brought to pitch the moment there is a change in guard, in each of these pitches, a vendor is supposed to deliver to historic issues where strategy has been delegated to the role of ‘creative build-up’. Because the guiding brand strategy document is written by another best-in-class vendor who finished the job a few years back and has no overview on the outcome of the strategy. This holy grail is now a million dollar document that can’t be spilled between the merry go round of finding vendors to execute. Let’s congratulate the winning vendor for being the agency for the next 12 months, they were most likely awarded the pitch because they didn’t rock the boat.

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An excellent day today with these industry legends Scott Dunlop Pyrotek Special Effects Inc. and Lisa MacNeil Tree of Life Canada- we had a great time discussing the power of brand strategy for B2B. 🙌 Stay tuned for an upcoming episode of Humanology on Air where we unpack how brand strategy, value proposition defenition and differentiation truly propelled their organizations to a new level. 🚀 Jan Kelley #b2b #brandstrategy #marketing

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Look, purpose is great—when it is authentic. Make sure your brand values are genuine, and your brand purpose is truly, well, purposeful. #BrandPurpose #KeepItReal #AuthenticityMatters

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Our industry has always been about creativity, innovation, and adaptability, at least for as long as I have been in it. I firmly believe that we must constantly evolve but never change who we are. At Thesis, our vision is to create a world where digital spaces drive us forward together, not further apart. It's important to understand that the people we want to reach are humans. What brings them joy? What do they care about? Why should they care about your brand? What will your brand offer to people? Asking questions to understand audiences is mutually beneficial for people, the work we do, and the brands we support. Thanks for the interview DesignRush it was fun to dig a little deeper.

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Building trust and loyalty forms the foundation of a stellar brand. 🌟🤝 When people believe in you, they become your biggest advocates. 💪🔗 Create something they can stand behind and watch your influence soar. 🚀 https://a.co/d/3GTvo1Z

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Words matter—a lot! Part of delivering a standout brand is being intentional with the language you use in every piece of marketing. One book I’d recommend? More Words That Sell by Richard Bayan. It’s a goldmine for crafting compelling, clear, and on-brand messaging. From powerful headlines to irresistible calls-to-action, it helps you choose words that resonate with your audience and amplify your brand personality. Because let’s face it—when it comes to branding, every word counts. What's your go-to fave marketing book?

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A new study found that the ROI on influencers is much less than expected. We see it every year during the Super Bowl commercials… When it makes sense, pulling in a celebrity or influencer can be a great addition… but when it’s a power play or an excuse not to come up with an original idea, it flops every time. AI, influencers, you name it… if they’re not seamlessly connected to a big idea, it will never drive your marketing. #marketing #influencermarketing #influencers Stagwell

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"Gen Z tends to buy with their heart and intuition. Think of a product like liquid death, it’s just water, but Gen Z loves it because of what it means. " The team at Havas Chicago shares insights with AdForum for brands to engage Gen Z effectively. Read the full interview with Ely German and Wei-Ting Huang below! https://lnkd.in/g7jz4Jdr #socialmedia #genz #marketing #insights #havas #chicago #AdForum #interview

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What are your creative career challenges or fears for 2025? Let’s talk about it. 2-hour live group video call. When: Dec 11th, 7 pm to 9 pm EST Think of it like a vibrant dinner party conversation about creative careers with some coaching and mentoring thrown in. As your host, I will be leading the discussions and sharing my insights and experience. Plus, I'm giving away a free coaching session to one attendee - I’ll put everyone’s name into my trusty Yankees cap and draw out a winner. If you decide after the call that you’d like to do a 1:1 coaching session with me you’ll get a $100 discount. Some of the topics… ▪️Staying relevant. ▪️Freelance challenges. ▪️Creative career growth. ▪️AI. ▪️Navigating common creative career obstacles. ▪️Side-Projects & Side-Hustles. ▪️Starting your own agency/studio - Pros, cons, and more. ▪️Making LinkedIn work for you. ▪️And more. Plus, everyone taking part can submit a topic to be discussed. Ample time will be given for Q&A throughout. Also, it’s a great way to connect with other creative people you most likely would never have met. Anyone is welcome to join from anywhere worldwide - just please be aware of the timezone. - Maximum of 10 people per group. - $149 per person. - Only 7 days to go until we gather. If you want to grab a spot email me at - [email protected] ♻️ Please share if you think someone in your network might be interested. I'm on a mission to help the creative careers of 1,000 people through my creative coaching, mentoring, and other activities. ... 🤘 ⚡ ... #creativity #advertising #freelance #creativecareers #inspiration

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