Sallie Mars

As 2024 draws to a close, we’re entering a season that’s both celebratory and challenging. The shorter days bring up emotions and pressures (work-related and otherwise), reminding us of the need for a real sense of purpose and belonging — especially in the creative industry. I believe that bringing your full self to work is essential for creativity to thrive. The most creative workspaces let people bring their full selves, and help them avoid the dragging weight of comparison or risk-aversion. This openness is where big ideas and great work happen. And let’s be real: it’s also where people feel safe to keep growing, trying new things, and making mistakes. At Betty, we don’t just come to work for our projects, but for our people and their passions — and we know that passion is the heartbeat of creativity. We understand that end-of-year feelings are complicated. Expectations, loneliness, and other outside factors often heighten at this time, making it a peak season for mental health struggles. These challenges affect every part of life, not just work, and they remind us why creating a supportive, fun environment is so important. So as we get closer to year end, let's keep cultivating environments that build people up, where it’s encouraged to be vulnerable and take risks. Let's prioritize connection and remember that beyond the deliverables and the deadlines, we’re people first.

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Not every brand needs to be universally adored—sometimes leaning into the discomfort is the key to real growth. In my latest article, I explore how understanding why people dislike your brand can unlock powerful strategic shifts. It’s not about chasing approval; it’s about embracing feedback, addressing misconceptions, and positioning yourself authentically. #iWroteAnotherThing https://lnkd.in/g8CrgXud

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As an icebreaker in a recent dance class, we were asked to say our names in melody or rhythm. The result? Momentary embarrassment followed quickly by the freedom of play (shoutout to my freestyle+ play maestros) - but more than anything, an instantaneous and lasting memory of all 20 classmates' names. Is this not the power of sonic branding? Veritonic's recent study revealed that "64% of podcast listeners report feeling more connected to a brand when it has a sound identity as opposed to brands that only have a visual identity." The neuroscience holds up as our brains are wired to connect melody to memory, but brands are slow to prioritize "sound and feel" in their identity and awareness strategies. Now, this study started with listening behavior to begin with - polling podcast listeners about, well, listening. But the direction is still (ugh pun intended) sound... Podcast hosts are even taking sonic branding into their own improvised hands - Dax Shepherd's greatest gift to ZipRecruiter was creating that "get recruitin'" melody in each podcast ad, Busy Phillips did the same for Foria (with an homage to "Gloria") - perhaps creating more actual brand recognition and value than any testimonial could. SO. Brands, like my fellow awkward dancers, may follow the same trajectory: momentary embarrassment (I need a jingle in 2024?!), the freedom of play (yes, yes I do), and invaluable lasting memory. I mean, does Gen Z even know how to spell b-o-l-o-g-n-a?! https://lnkd.in/gd2seDCG

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Power of Packaging to drive sales. Design meeting data. Here are the results. https://lnkd.in/dx3vtUfa

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“…So, consider this my plea. To agency leaders, creatives and everyone who still believes in the power of a big idea: It’s time to be bold. It’s time to take risks. It’s time to burn the old playbooks and write a new one. Because the creative people that figure this out? The ones that aren’t afraid to put creativity first, be true partners to their clients and adapt to the way brands operate today? Those will be the creatives that don’t just survive this shift, but thrive in it.” STRAIGHT FROM AN EXPERIENCED CLIENT. UNFILTERED. #creativitymatters

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It’s hard to believe that I first became a Creative Director 25 years ago - time flies. But from the very start, before becoming a CD, I learned a few things and gained some knowledge along the way, all of which helped me sustain my career and helped me to be a better Creative Director. Here they are. 1. Getting to know the business from the top down, from the start. 2. Seeking out mentors and advisors. 3. Learning the rules so that I could confidently break them. 4. Studied the work of those who succeeded in the industry and then forged my path. 5. Learning how to be patient. 6. Being a sponge for inspiration and knowledge. 7. Asking questions, always. 8. Realising that an ego is not a great copilot. 9. Managing fear. 10. Taking risks is worth the risk. 11. The importance of having a trusted posse. 12. Working overseas away from my comfort zone was a great move. 13. Trusting my gut and becoming a good decision-maker. 14. Accept my mistakes and failures. 15. Doing workshops, training, and courses. 16. Finding great collaborators. 17. Accepting that I was not the only one to encounter self-doubt &/or imposter syndrome at times. 18. Not allowing a comfort zone to dull my creative mind. 19. Saying yes to opportunities. Even the ones that scared me. 20. Taking time out. 21. Ignoring critics. 22. Not taking myself too seriously. 23. Celebrating my wins and better understanding my losses. 24. Having fun along the way. 25. Never working for anyone I couldn’t have a long and enjoyable dinner with. {Disclaimer: I failed twice at this, but I soon learned from my mistakes.} To celebrate recently hitting 25,000 followers on LinkedIn I am offering 25 coaching sessions of 125 minutes each which can be used any time over the next 2.5 months all for a very discounted price. Offer ends Oct 2 at 5 pm. Yes, I get carried away with numbered themes - welcome to my mind. Contact me for more details and  to secure your spot - [email protected] ✳ Note: there are only 19 spots left of the 25. ✴ Oh, and if it's Creative Director Coaching you're looking for, I have spots available now. #creativedirector #creativecoach #creativity

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Check out the latest piece I wrote for OOH TODAY. I am a firm believer in the use of Street Furniture and Programmatic as a Storytelling Medium. In the fast-paced realm of Digital Out-Of-Home (DOOH) marketing, innovation is the name of the game. As advertisers, we are constantly on the lookout for novel and meaningful ways to captivate our audience amidst the urban landscape. Yet, amidst the ever-evolving technology landscape, two key areas have seen surprisingly little innovation: street furniture and high-frequency formats, coupled with programmatic advertising. Link: https://lnkd.in/g2itWMPH #BCNVisuals #DOOH #storytelling #advetising #innovation

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Not every creative can do every kind of creative. And that's a good thing. As a young writer, I saw the campaigns that would come out of Wieden + Kennedy and think, "Dang, that's great writing." Imported from Detroit. It's amazing what you're capable of. Find Your Greatness. Strike. (Even their new Winning Isn't For Everyone.) All of them extremely well written and inspiring and envy inducing in the best kinds of way. And while working on brands like Ram or Coke or Samsung or Target, I would try so hard to write like that but I always felt like it was a cheap knock you find on Temu. Even when my scripts sold and the clients LOVED them, I was always meh about the finished product. It took me years of failing to do this kind of writing and be this kind of writer to accept that that's not my style. I don't enjoy writing big poetic emotional manifesto anthem spots. (Which is good because clients don't ask for them much any more.) Sure, I can think of those kinds of big ideas, but when it comes to writing dialogue, it takes me an excruciatingly long time to land a VO I think could compete at that level. And it's not fun for me at all. I think I've done one or two I can say I'm proud of. (Look at the LeBron Samsung or Jeep SB spot I worked on.) Then one day, it hit me. I get comedy. Like many writers on LinkedIn, I did stand up in NY. I taught and performed improv comedy in NY, VA and UT. I still perform improv comedy regularly at ComedySportz Theatre. I get funny story telling and scene work. I like, no I LOVE to write funny ads. Not those slapstick infomercial spots you see coming out of Utah, but insightful and smart humor that connects people to products. So that's what I do. And that's what I get called to do. It's humbling to say this out loud. And even now as I write this I'm like, "You could do totally do that kind of writing. You're good enough to be a writer at WK." But that's my pride talking. To which I say, "Shhhh. It's okay. You're not gonna get asked by WK to write a Nike Manifesto. You'll be okay....shhhhhhhh...." The reason I'm sharing this is maybe you're struggling to figure out what kind of creative you are. Maybe you're trying to do something you're not good at and don't enjoy doing. Maybe you need to find peace in the truth that that's not you and that's okay. So if you're stuck on this excruciating wheel of creative self discovery, don't get off. Change the direction. Work to find out what kind of creative you are. Work to find out what kind of ads you ENJOY making. Then go forth and slay. You many need to make less money. Or have a lower title. But you'll be happier, I promise. And eventually, you'll get hired to do more of what you love. Or you'll get booked when agencies or brands need something you can deliver. It might not be every gig, but the ones you get, you'll love doing. In the mean time, let's watch this ad together and go, "Dang, that's great writing." #stayhungrymyfriends

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Shareworthy is more than a must-read for anyone looking to help brands navigate and thrive in our rapidly evolving media environment. You’ll want to own this book. Because you’ll want to refer to it. A lot. It’s timeless in the principles it explores. Concomitantly, the content shared within its pages is both of the moment and the foreseeable future. Especially considering the increasingly high standards by which creative ideas are judged. Creative ideas have always needed to grab attention and be remembered. But more than ever, they’re only considered to be successful when they shared. And what better way to discover how the best shareable ideas are created than through shared stories? Authors Robin Landa and Greg Braun do a masterful job of interviewing creative industry titans. The stories and insights uncovered in Shareworthy inform us lucky readers where brilliant ideas can come from. And, what makes people want to share them. Shareworthy is impressively well-researched. It’s practically a masterclass education packed into one collection of stories, idea generation techniques and case-study examples. That alone makes it worthy of a few hours of your time. That said, there are many passages you’ll want to read more than once. Readers will find the tone refreshing and inviting. As educators, the authors deftly strike the balance of informing you while simultaneously respecting your intelligence. Shareworthy endeavors to be genuinely helpful. And it is. Whether you’re just starting your creative career or are looking to make a bigger impact as a brand marketer, I highly recommend it. It will change the way you think. After all, different kinds of thinking most often lead to novel ideas that people want to share. Pick up your copy here: https://lnkd.in/gyAzUEC6 #columbiabusinessschool #columbiauniversitypress #advertising

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If you ever struggled with any of these: - How to determine a good idea? - Defining clarity and simplicity in an idea? - What is a good creative brief? - Finding the right projects to work on? - How to find and hire good people? Have a listen.

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Ellis Verdi brilliantly captures the creative heartbeat of advertising, reminding us that data alone can’t replace the magic of great ideas. His insights on the industry’s shift from genuine creativity to data-driven conformity resonate deeply. As Verdi notes, when creativity is sidelined, brands pay the price. It’s a call to reintegrate imagination into our strategies for lasting impact. Kudos to Ellis for championing creativity’s role in making brands not just seen, but unforgettable. https://lnkd.in/eeK-ASFJ

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"Chaos asks questions of you order never will" The wonderful Colleen DeCourcy retells her experience working with Dan Wieden when she took over as Chief Creative Officer at Wieden+Kennedy Her immediate response to me asking about working with Dan was this quote about chaos. We have a natural reaction against chaos because it can be destructive and unsettling but what if we reframed it as a necessary condition for achieving something truly breakthrough 🌪 Chaos propels you forward while order maintains the status quo 🌪 Chaos creates leaders while order creates managers 🌪 Chaos demands a response while order delays it 🌪 Chaos reveals the cracks while order papers them up 🌪 Chaos forces ownership while order delegates it 🌪 Chaos fosters creativity while order fosters compliance 🌪 Chaos requires trust while order replaces it It got me thinking whether there is an optimal mix of Chaos and order required to achieve breakthrough ideas and momentum? We spend most of our time creating order but what if what we actually needed was an injection of chaos? To hear more from this episode check out the links in the comments John Kearon Kerry Collinge Orlando Wood

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Oh, brilliant advertising, how I miss you so. Part MCCLXXXVIII I can't be the only one who would love to see ABSOLUT revisit/revive this world-famous campaign. The inaugural ad, ABSOLUT RETURN. #whenadvertisingtriedharder #creativitymatters #adsworthsharing #ohbrilliantadvertising

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Right. The world really needs more voices talking about this new Apple Ad, so here I am. (It doesn't really, everything you need to read has been written by Ben Kay.) Alas, perhaps the intention was to communicate "all this, crushed into this". But sadly, for some, the take out was "all this, destroyed by this. (And also by AI.)" As Ben rather deftly puts it: 'If you create a metaphor, you'd better be prepared for it to be interpreted in ways you hadn't intended.' Anyway, I clearly lack Ben's writing prowess, as here's my ten pence worth: All this ballyhoo feels like a classic case of 'advertising that's good vs. advertising people like'. In an ideal world, those two are one in the same thing. But they're not mutually inclusive. On a personal level, I find this ad arresting from the off, and engaging throughout. Will it survive the scroll past test, or 6-second skip test? Time will tell. But it kept me watching. Where the wheels perhaps come off, though, is where Apple ceases to have its finger on the cultural pulse. The arts, and the creative industries are under-funded, and under-threat. It might be a while before AI is running creative agencies, design studios, and production companies... But creative people are already losing work to AI. (With many individuals sharing proof of this on their own social media.) Given this is happening in a cost of living crisis, and that creative people tend to prefer Apple products over those of competitors... the ad, while being what I'd define as 'a good ad', strikes me as a faux-pas with target customers. Because "all this, crushed into this" has definitely been interpreted as "all this, destroyed by this. (And also by AI.)" Oh, and LG ad BBH did the ad in 2008... #advertising #advertisingagency #creative #creativeagency #marketing

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Hey CMOs and mktg peeps — playing it safe with your B2B brand isn’t working. It’s time to shake things up 🫨 The hard truth is that most B2B brands suffer from… → Over-dependency on data → Lack of commitment to a brand strategy → No evidence of purpose or motivation → Underutilized design & messaging → Lack of commitment to a testing regimen All real talk but there’s light at the end of the funnel🌪️ Dig into our new ebook for some unfiltered observations and game-changing advice that will reignite your B2B brand strategy 🚀 #B2BBranding #ShakeItUp #B2BAgency #B2BMarketing #BrandingAgency #BrandCreative #EBook #DesignAgency #MarketingAgency

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Oh, brilliant advertising, how I miss you so. Part MCCCLXXV (Annual 25 holiday spots that make me smile, 1/25) #whenadvertisingtriedharder #creativitymatters #adsworthsharing #ohbrilliantadvertising https://lnkd.in/d3KSPAjg

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NEW EPISODE!! Ep. 12 // Bop Sh’Bop, Little Shop thebrandmuffin.net It wasn’t so long ago that if you wanted to do the best work, you went with the big shop. Larger agencies always had the upper hand. More budget. More resources. More three-martini lunches. But as tools and technologies are increasingly democratized, smaller teams are leveling the playing field. And brands are shifting dollars to engage more niche agencies who aren’t necessarily full-service, but fully capable of getting the job done. So while we don’t expect big agencies to go anywhere, when it comes to opportunities for the “little shop”, we suddenly see more.

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Do you have an in-house creative team and need a Creative Director to nourish their talent but have limited budget? What I’m offering will help, and it’s different from other fractional Creative Directors in that I will mentor your creative team to evolve their skills and capabilities rather than do the work. For me it’s about using my decades of skills to help other creatives reach their full potential for you, your clients and your bottom line. My mentor programme is about supporting your people to fulfil the work you need to the highest level. What’s the ROI?… - No need to employ a full time creative director - Ongoing design development for your studio - Greater team creativity and capability - Improved client design work - Increase in team efficiency - Better employee retention - Culture development and team bonding I have a 1 pager that I can share if you’d like to know more and can’t wait to help you. #CreativeMentor #Fractional #CreativeDirector

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