Brad Lucas

📊 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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The market has officially shifted from a lazy river to whitewater rapids (and it's about time). We're seeing a 50% uptick in referral-based business at Chief Brand Advisory (CBA). The species of engagements ranges from brand strategy, design, and identity systems to advertising, social content, go-to-market materials, pitch decks, and videos. Here's a list of the types of requests we've received in the last 30 days alone: ➕ 2 Global M&A Rebrand Assignments: Establishing a unified identity post-acquisition. ➕ New Brand/Product Launch: Introducing fresh, innovative products to the market. ➕ Agency of Record for a Major Marketer: Leading a brand refresh including messaging evolution, a new TV campaign, and social content. ➕ Later-Stage Company Shifting Focus: Moving from an acquisition-centric strategy to a balanced brand and acquisition focus. ➕ Updated Go-To-Market Materials: Repositioning a software company to target new audiences. ➕ Updated Pitch Deck and Founder/CEO Videos: Enhancing investor presentations and leadership communication. If you're a seasoned PM or Account Lead, Writer, Graphic Designer, or a .ppt/Keynote Samurai who develops investor presentations and can come in through a referral (someone who knows me), please reach out to [email protected]. It looks like Q4 is going to be incredibly busy. Whoot! #brand #brandbuilding #marketing #founders #mergersandacquisitions

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Question for marketers: Is there any scenario you can come up with where you would purposefully connected your brand to a garbage truck?

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Your digital advertising just got a privacy reboot 🔒 Discover how data clean rooms enable brands and publishers to securely collaborate on audience insights while protecting customer data. LiveRamp's new guide explores 12 ways that top marketers: ✨ Build richer profiles from data locked in silos 🎯 Optimize targeting and frequency across walled gardens 📊 Measure granular ROAS and incrementality metrics Learn how smart marketers are turning signal loss into business wins: https://lnkd.in/d-xFJP_q #datacollaboration #dataprivacy #measurement

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Tim Walz and JD Vance may be running for VP from opposite political parties, but they’ve got one thing in common—Diet Mountain Dew! PepsiCo heard the news and didn't miss a beat, running an ad ahead of the debate that serves up a bipartisan nod to both sides. In a time when brands tread lightly around politics, Diet Mountain Dew’s bipartisan appeal is refreshing, proving that even during heated debates, there’s still something we can all agree on. 🔗: https://bit.ly/484a7eN #DietMountainDew #Advertising #Marketing #DigitalAdvertising

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Agency vs. Corporate: This question constantly rears its head throughout a marketer’s career. Which side of the fence do you fall on? For Kourtny Shaw, Director of Marketing at Southwestern Illinois College, the answer is clear: Corporate all the way. But why? Kourtny argues that immersing yourself in a single brand gives you: → A deeper understanding of the brand's nuances → Greater focus and clarity in your marketing efforts → One cohesive strategy to wrap your head around On the flip side, agency life can be a whirlwind. Juggling multiple clients and campaigns simultaneously can be: → Overwhelming and mentally taxing → Difficult to give each brand the attention it deserves → Tough to strike a balance between creativity and business objectives But let’s be crystal clear: there's no right or wrong answer. It all comes down to your personal preferences and career goals. Some thrive on the fast-paced, ever-changing nature of agency work. Others prefer the depth and stability of working on a singular brand. The key is to find the environment that allows you to: → Showcase your strengths → Grow and learn in ways that excite you → Strike the balance between creative and business outcomes — So, which side do you fall on? Are you team agency or team corporate? Why? Tune in to this week's episode with Kourtny Shaw to hear more about her journey and insights!

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What’s kept me going in entrepreneurship for over a decade? The ability to create an environment like this 👇 A lot of people start working for themselves because they want freedom. IMO, one of the best things about starting and running a company for the last 11 years is the ability to create that freedom for others, too. It has been a privilege and a (big) challenge to learn what people need from their workplace—and how to make changes. Jenny Weeden and I have been running our internal NPS for a handful of years now and I’m not going to lie… I definitely shed some tears over the first couple of surveys. The NPS does exactly what it should: unearths the things in our workplace that people are unhappy about. When discovered, we set out to find the root of each issue, and determine how we can make change. Change, by the way, is an imperfect process, with bumps in the road, false starts, wins, and losses. Fast forward to this year’s NPS, we received our highest score yet thanks to the willingness of our team to be honest, to engage in meaningful conversations, and to make change together. We're still constantly evaluating our environment and I expect that we will be as long as the company exists. Thank you, team Accelity. 💛 There is no group of people I’d rather spend my time at work with. (Mostly remote, because that’s how we want it! 😇)

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Hey, marketing friends! I'll be back at Digital Summit Minneapolis this August to talk about what the heck is going on in #SEO (not that anything's changed much recently 🙃). Some things I'll cover... 1. AI Overviews 2. Topical Authority and what that means NOW 3. How to use AI for thought leadership! You can use my code SPEAKER300 to save $300 off your pass! https://lnkd.in/e9yHZ83X #seo #digitalsummit #contentmarketing

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Make it make sense. What is driving voters to support progressive-leaning ballot measures (think protecting abortion rights and raising the minimum wage) while voting for conservative candidates? My colleague Meisha Thigpen brings a behavioral lens to it. And the answer is kind of simple. As Meisha says, "few of us really understand how to “fix” the economy. Or Gaza. Or racism. I’d bet that even fewer people truly understand what their preferred political candidates will do about these issues". Whereas local issues are easier to understand and, importantly, easier to connect how the consequences will impact you and your life.

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In the fast-paced world of marketing, 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://bit.ly/46zRKxw .

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I was thrilled to attend the MnSearch - Digital Marketing Networking Summit last week. For those of you who don’t know, MnSearch is Minnesota’s premier search and digital marketing network. We attended talks about AI, ABM, and CRO — oh my. Here are some of our top takeaways. ➡️ John Kocon learned a lot from Aleyda Solís in her talk, “The Impact of AI in SEO: How is it Going and What to Expect Next.” As you may have seen, Google unveiled — then walked back — its new AI overview in SERPs. This glimpse will allow us to better prepare and position ourselves for success in the future ➡️ Steve Sworsky learned that “content is for community, not a commodity” from Wil Reynolds’ talk, “How to Maintain Your Job Relevance in an AI World.” People are seeking out human interaction, like on LinkedIn and Reddit, more and more than ever before, which can — and should — guide our content. ➡️ Finally, I was reminded of a couple important lessons from Abby Gleason in her talk “CRO for SEOs: Optimizing for Conversions in an Era of Declining Traffic.” Always conduct testing before and after any sort of change to your site, and be confident in the story and narrative of what you see, not just the data. Did you attend MnSearch? What was your favorite session? Share takeaways below! #MnSearch #MnSearchSummit #ContinuousImprovement

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Embracing these opportunities will build customer loyalty and elevate your business.

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Don’t underestimate short-form content! It’s perfect for top-of-funnel awareness and driving viewers to your long-form content. Omnipresence is key - clip and repurpose your long-form videos into engaging shorts. 🤝

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This is my favourite type of marketing. Clear and simple.

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Anyone in my network in Kansas City? I have an event for you! Br8kthru Consulting’s Sales + Partnership Director, Cory Docken, is going to be presenting “AI in Action: Transforming Marketing” at an American Marketing Association, Kansas City event on Monday, September 24. This event will cover topics like what AI is, how it evolved, and how it can be used in marketing contexts. From strategy to content and beyond, AI has so many applications in digital marketing that are just waiting to be uncovered. #AI #AMA #MarketingStrategy #ContentStrategy #DigitalMarketing

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As one who interacts with CMOs all the time I can tell you this topic is at or near the top of their collective priority list. And while I am skeptical of those who espouse best practices when it comes to generative AI - only because it is so nascent - I felt compelled to share this particular piece from my fellow CMSWire scribe, Tiffany Holland Why? Glad you asked. I felt compelled for the simple fact I agree with everything Tiffany opined on, which she breaks down into four truths, which are below along with my brief commentary. Do yourself a favor and read her piece. ➡️ Truth #1: Inaction With Generative AI in Marketing Is the Greatest Risk Yes, yes and YES. If I could climb the highest mountain I would and bellow this to the masses below. This ain't the time to "sit this one out" whilst the rest of the world, AKA your competition is taking full advantage. ➡️ Truth #2: Generative AI Offers More Value Than Just Operational Efficiency Tiffany deftly writes of the "narrow view" many CMOs and marketers have of Gen AI, which "offers only short-term benefits and overlooks the true power of machine learning." Dating myself big time here but this reminded me of the late 70's campaign professing that orange juice is not just for breakfast anymore. https://lnkd.in/e95uWbex ➡️ Truth #3: Generative AI Solutions Fails in the Traditional Marketing Model "Generative AI won’t deliver its full potential if organizations try to plug it into outdated operating models." Full Stop! Read and re-read that over and over and over and then, for the love of all things Holy, do NOT blame Gen AI if you do not adhere to this sage advice. ➡️ Truth #4: Ethical Governance of Generative AI in Marketing Is Critical I love that Tiffany saved this one for last because it is THE most important truth, by far. Gen AI and AI in general, is very much akin to the wild west right now; no rules of governance other than those self-imposed. Brands MUST self-govern the way they use Gen AI if for no other reason, it is the ethical thing to do. Please share your thoughts on all of this. I love a good conversation and yes, a debate if need be. Jeanniey John Aakansha Srota Manny Shelly Lou Jeff Raja Ted Lee David Alma Dom Rhonda #ai #GenAI #cmo

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