Rachel Brooks

You've likely heard "pets are the new kids." But it's more nuanced than that, says Senior Creative Director Meredith Post: "We're noticing how pets are treated differently than children: they are an idyllic extension of a person's identity. We treat them better than we treat ourselves and use them as a signal of who we are and want to be.” It means pet CPG is extending into realms like personalized nutrition and luxurious self-care. For more insights from Meredith Post, Carina Sandoval and Kyle Schutte, head here: https://okt.to/aOmhTg #petbrands #petcpg #consumerstrategy #petcare

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Interesting conversation about AI in the design field...

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For marketers that work with creatives (or really anyone involved in brand decisions), this book from Marty Neumeier is a great resource. It’s smart, clear, and an easy read. Grab it. https://a.co/d/bkEoFxZ

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As Election Day nears, the outcome of key races could set the stage for U.S. AI policy in ways that may soon hit advertisers and agencies close to home. With copyright, category-specific ad disclosures, and content provenance emerging as focal issues, AI regulation is looming for the industry. Will we see a patchwork of state laws or a unified federal approach? As the political landscape shifts, agencies should be prepared for a new wave of policy changes with potential implications for innovation and compliance. Explore the nuances here with an expert POV from Alison Pepper https://lnkd.in/gWVzv49d

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Working with good humans to make a big impact is at the core of who I am and what I strive to do. Profero embodies that mission, and I couldn’t be happier to join their team as Executive Creative Director. Being a dad has been the most incredible experience and has really shown me the importance of three core elements in life: balance, stability, and the importance of being present. I have found those three things hard to achieve as a freelancer, which can be exhilarating but very unpredictable. So, earlier this year, we decided it was time for me to get back to helping lead a company—but this time, not as an owner, as a creative leader. If I was going to go back to work at an agency, two things were a must: it had to be a place that truly shared my values, and it had to be somewhere that is really making an impact on patients' lives. Luckily, I knew just the place. I’ve had the pleasure of knowing Dominic L., who, along with Sheila Couch, runs an incredible agency called Profero. They’re all about simplifying complex market access challenges and, most importantly, helping their customers ensure patients have better access to the treatments they need. This mission resonated deeply with me, and once I met some of the other amazing humans under their roof, it was a simple decision. Today marks the launch of Profero’s new look and my role in it. I’m beyond excited for this new chapter! Here’s to new beginnings, finding that necessary balance in life, and making a difference in the lives that truly matters—family, friends, and patients. #WeAreProfero 👋🏼

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OK COOL just dropped an incredible trends report on Gen Z and Gen Alpha. It’s giving serious market research energy, but make it thoughtful, well-designed, and unapologetically authentic. In a sea of audience research that often oversimplifies, this report is a breath of fresh air. It dives deeper, offering nuanced insights and actionable recommendations. #GenZInsights #GenAlpha #AudienceResearch #ConsumerTrends #OKCool

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@Verizon just got very 🔴 RED. And thanks to Spiderman, red IS my favorite color. But does it overwhelmingly work for Verizon in their new branding?? Time to usher in the “V for Verizon” 👺 era (see what I did there). We can truthfully say internet data is a commodity. Even more so because Starlink is innovating this space with freakin satelites. So Verizon wants to stand for something more than high speed internet. But with an intenser color scheme and a somewhat in-your-face energy, is the new branding too much? And is it a worthwhile evolution from Michael Bierut and Pentagram's iteration from 2015? The @Turner Duckworth team has reimagined Verizon AWAY from the polished "Swiss" corporate – now it’s vivacious and personality-driven. ✅ Wins: - Goodbye to the old Pentagram identity – this new design radiates energy. - “V for Verizon” icon can replace the classic red check, and it works ⚠️ Misses: - The black grotesk font on white background is a Swiss look that's as timeless as they come — but we've given that up for something bolder and highly saturated. How long will this last? - Might be too loud for some — the electric red and green feel intense for what's ultimately a utility brand - Not in love with the chaotic "V" pattern Verizon’s leaning into a trendier design, but will these elements age as long as its previous identity? What do you think – how's this new Verizon working for you since the summer? Give your thoughts in comments ⬇️ Despite some of my complaints, Verizon sure has achieved excellence. Congrats @Turner Duckworth for a fine job done! Creative Concept 5/5 Sense of Culture 4/5 Evolution 4/5 Level of Polish 4/5 Originality 4/5 Brand Fit 4/5 Timelessness 4/5 ___________________ 💚 Weighted Score: 83% ========== Think of this series as Rotten Tomatoes, but for branding — so you can tell the difference between wins vs misses in identity design. 🔄 Share with more NEW CMOs in your network! And follow me, Gurjinder Singh, for design reviews & the next scorecard. #GlowUpMeter // #3 + first SUPERNOVA 🎆

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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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📊 In the fast-paced marketing world, blending data with creativity can feel like a balancing act. Are you navigating this journey, too? You’re not alone. Cella's latest read explores how data-driven decision-making is transforming the way we approach marketing and creativity. Discover insights on striking the perfect harmony between numbers and innovation to drive impactful results. ✨ https://lnkd.in/ejJiS9mH #MarketingStrategy #Cella #RandstadDigital

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"We need to do more with less" -your boss, VP, CEO, board (probably) 😤 I have been having a lot of conversations with agency execs and in-house marketing leaders over the past several months, and the feelings are all very similar. Everyone feels crunched, budgets and headcount are tight, but expectations around output aren't decreasing inline. You know the drill. You're probably living it right now. But let me tell you, the idea that you're going to "throw a little AI on it" isn't going to fix the problem. It's a different world out there and the brands that are seeing success while not pulling their hair out are the ones who have inherently evolved their process and workflows to be efficient AND maintain a high bar. The two aren't mutually exclusive. You CAN work smarter and deliver game-changing work. You just need to figure out the operational flow to do so. And that piece is what so often falls to the bottom of the to-do list amidst all of the other client or stakeholder demands. If you're nodding your head in agreement to all of this but thinking you'll never have the time to figure this out, you're in the same boat as so many others. But the good news? You don't have to. I can do it for you. And I'm currently working with select clients to help operationalize their brand. Because it works. And it can work for you. If that sounds interesting, check out the link and let's chat! Or if you can commiserate, but really don't like chatting, and wouldn't mind hitting 'like', that's great too and I guarantee others in your network are feeling this way. Stay sane out there. https://lnkd.in/eH4dZNAG

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I ran across this website, "Is my blue your blue?". It got me thinking how color perception can vary so much from person to person. What looks like a blue to one might seem more green to another. Turns out, I see 80% greener than most people and for me, turquoise is blue. Green also happens to be my favorite color. How does that impact my design? It’s something we as designers need to think about constantly. How does the subjective nature of color impact the way we communicate visually? How do we embrace individual differences while creating something that resonates with most audiences? What color do you see more, blue or green? https://ismy.blue/ #ColorTheory #DesignThinking #VisualCommunication #IsMyBlueYourBlue #ItIsAllSubject

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Recently I've been building a lunch & learn presentation on how to deliver effective creative feedback, and I came across this wonderful article by Darrin Henein on the distinction between criticism vs. critique. It's a well-known fact that most folks have never been trained on how to deliver creative feedback. It's something we learn by word-of-mouth, from a colleague's experience, or based on a manager's POV on the matter. We often end up delivering feedback that ends up somewhat like this: "Ah this doesn't feel right". "I don't like the colour X". "I don't think the client is gona like it". "Can you make the logo bigger?". "Make it pop more". These types of "reactive" feedback with the sole objective of seeking approval don't actually improve the creative. They just add confusion to the designer's plate. There's something to be said about evaluating creative with an analytical mind, as opposed to a "creative mind". And by that I mean, objectively evaluating if the idea or concept will best deliver on the objectives set out by the brief. It's about considering the context in which the creative needs to succeed. And most importantly, being aligned as a group on what type of feedback the creative is seeking. For that, this distinction between criticism vs. critique becomes the bedrock foundation of a high-performing creative culture. h/t to Spencer MacEachern for pointing me to this article! #marketing #advertising

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Everything you need to know about B2b storytelling is in this video. https://lnkd.in/guF98wJ6 Surprisingly, it’s the same as for humans everywhere… #brandstory #thedrama

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Here is a powerful article from John Mazur of Chatmeter about the threat AI can pose in terms of spreading false information and how brands can protect themselves. A great read!

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Today’s modern consumers – especially women – are more multifaceted than ever before. How can brands break through? According to Cristina Wells, SVP Marketing, Subway, it's about delivering content and engaging guests in a much more meaningful way. "Consumer needs must be at the center of everything we do." For more insights check out the full webinar, Women Leaders Redefining Restaurant Marketing: https://okt.to/htPMeG #restaurantmarketing #subway #womeninleadership

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All good things come to those that wait... Finally, I can announce that I've 'signed' as a Label Mate at Label Sessions. "Label Sessions is on a mission to connect everyone to the best advice from the most interesting people." They have a curated and vetted bunch of Agent Provocateurs, Firebrands and Changemakers on board, from the worlds of business, design, tech and culture. My fellow Label Mates can mentor, advise and also help drive real change in businesses from the inside out. It's a hugely exciting business and glad that they found me interesting enough to sign me up. They must have asked 'why' a few times. #businessstrategy #changemakers #businessconsultants #creativeconsultants #expertnetwork #mentors #advisors

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Ever wondered how to stay ahead when the winds of change are blowing?😉 I just had an eye-opening conversation with Authority Magazine, where I unpacked the art of leading through turbulent and uncertain times. Spoiler alert: It's not about having all the answers—it's about asking the right questions and embracing the changes in your career path and life in general. Here are a couple of teasers: 🔍 “Navigating uncertainty is like playing chess in a fog—you’ve got to anticipate, adapt, and always stay a few moves ahead.” 💡 “Empathy in leadership isn’t just nice to have; it’s your secret weapon in building unbreakable teams.” Curious for more? Dive into the full interview! https://lnkd.in/etC48q8W #Leadership #AdTech #InnovateToLead #AuthorityMagazine #LeadershipInspiration

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Creatives promoted to leadership roles, but aren't mentored on how to manage/lead can harm the work their teams put out. How? Struggling to connect and manage the needs of their direct reports --> leads to frustrated creatives who don't feel understood or heard --> which leads to lower motivation and performance --> which leads to poor creative output --> and can eventually lead to losing great creatives to other opportunities. Help your new creative leaders grow into the amazing managers they're meant to be by setting them up for success.

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