Tracee Larocca

Measurement remains a paramount concern for CMOs in the back half of 2024. A recent WARC survey underscores this sentiment, revealing that 78% of CMOs are prioritizing better measurement frameworks to enhance decision-making and prove ROI. Verizon Value CMO Cheryl Gresham’s commentary in Ad Age underlines these findings, emphasizing the need for robust outcomes measurement to drive ad effectiveness. Understanding the true impact of your marketing efforts is more critical than ever in today's complex TV environment. Outcomes deliver tangible results, empowering Fortune 500 CMOs like Cheryl to make informed, strategic decisions that align their organizations. Effective outcomes measurement isn’t just about proving value – it’s about shaping future strategies with confidence. Great read from Adrianne Pasquarelli. https://lnkd.in/eaKPZ53t #CMO #measurement #outcomes

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Currently reading Sam Walton’s memoir, "Made in America," and I loved this quote from former Walmart CEO David Glass describing Walton. These qualities have become so important to embrace over the years. Running an agency, growing with the team, and refining how we serve clients is a constant process of trial, error, and adaptation. It means showing up every day with a mindset of improvement, trying new things, and having the courage to pivot when things don’t work out. Like Sam, I’ve learned that failure and being wrong are essential parts of growth. Without that mindset, missteps or feedback could hold you back from progress—and sometimes, you’re on the edge of something great. It’s about asking: What’s the takeaway? How can we do better? This past year has had its challenges, but it’s been full of reflection and refinement. I’ve spent more time in one-on-ones with the team, gathering feedback, and figuring out how we can improve for both clients and each other. We’re experimenting, making educated guesses, and adapting from missteps and surprises. I know not everything will go as planned, but staying flexible is key. It’s equally important to instill this mindset within the team to keep morale and momentum strong. Having a vision and setting goals is important, but loving the process and enjoying the journey is what makes it all worthwhile.

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How to be "great" via the joyfully creative, Grammy & Oscar winner, Jon Batiste, who says: "The measure of your greatness is the measure of your generosity." Based on Batiste's recent podcast/YouTube interview with Tim Ferris, here's a 3-step framework that explains how you can never be less than great ever again: • Step 1: Maintain Your Vessel Rather than "shoulds," Batiste calls self-care "maintenance." He emphasizes the importance of maintaining one's physical, mental, and spiritual well-being. He uses the analogy of a car on lease, suggesting that we are entrusted with caring for our bodies and minds. Most importantly, for Batiste, maintenance goes beyond simply fulfilling basic needs; it's about cultivating a "generous temple within" and living in a giving state. This involves finding ways to share our gifts and talents with others. • Step 2: Cultivate Inner Space For me, a highlight of the interview was the way that Batiste shared three powerful affirmative English "mantras" that anyone can use to uplift themselves. The first one was a song. The second two were based on his rendition of more traditional prayers: - "I feel good. I feel free. I feel fine just being me." - "Be still and know that I am God." - "Thy Will be done." Batiste said, "There has to be that space in you that you've saved that is the sacred space." • Step 3: Play! Batiste believes true "greatness" lies in one's capacity for giving. By sharing our talents, resources, and energy without reservation, we tap into a deeper creative force that nourishes ourselves and the world around us. By emphasizing playfulness, spontaneity, and a willingness to embrace the unexpected, Batiste encourages letting go of rigid expectations and allowing creativity to flow. This approach allows for a deeper connection to our inner selves and fosters a sense of shared experience and growth within our communities. See? You never have to be anything less than great, ever again.

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Fourthmeal... the meal between dinner and breakfast. It's been almost 20 years since we introduced this crazy idea that didn't just elevate the business, but truly became part of the cultural lexicon. The team at FCB Irvine and Taco Bell realized that 'spice up the night' had done great things for the business, but wanted to provoke the fast food industry as only TB could. Strategically, we leaned into the fact that the food did more than just fill you up, but late at night it was more about 'feeding your carnivorous side' (aka the main idea from the brief). Since then, seeing how the business has continued to evolve, creative that pushed deeper into the role Fourthmeal can play in people's nights, and as the CBO said at the time... "TB is really just late night food we eat during the day". Remembering our crew that created this iconic idea... Chris D'Amico, Michelle Purcell, Teddy Brown, Sean Hardwick, Richard Pinnella, Cooper Olson... they've all gone onto great things, but this is one that I always go back to. #Fourthmeal #iconic #brands #creativeideas #business #latenight #FCB #advertising #campaigns #makingithappen #TBT #throwbackthursday #socal #creative #marketing #provoke #strategy #brandstrategy #creativestrategy #fastfood #qsrmarketing #qsr https://lnkd.in/e2xZZf3t

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Netflix consider partnering with broadcast TV stations (both affiliates and O&Os). Let’s face it: traditional broadcast stations have been sidelined by streaming services, many of which are owned by the same companies that operate their affiliated networks. A partnership with Netflix could be a game-changer. Here’s why: 1. Live Sports Opportunities – Imagine major events (like a blockbuster fight or even NFL games) being simulcast on both Netflix and broadcast stations. The technology already exists to clear a “digi-channel” for authenticated Netflix subscribers. This approach would not only solve streaming capacity issues but also open doors for Next Gen TV integrations. 2. Ad-Supported Content – Broadcast stations gain access to Netflix’s massive library of ad-supported content, 3. Promotion for Netflix – leveraging the reach and credibility of local broadcast stations to sell subscriptions and spotlight their content. Such a collaboration would completely reshape ad sales dynamics. Netflix would gain credibility with national and local advertisers, while affiliates regain relevance with a steady pipeline of premium, ad-supported content.

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More and more people are downshifting from ad-free to ad-supported memberships across multiple streaming platforms as Americans grapple with their household budgets. A good demographic to target with economic messaging these final days as Facebook enters the restriction period... "Crucially, Netflix saw momentum in its ad-supported membership tier, which jumped 35% quarter over quarter. While Netflix doesn’t expect ads to become its primary growth drive until 2026, it said the ad-tier accounted for over 50% of sign-ups in the third-quarter in countries where it’s available." https://lnkd.in/eW95ntYM

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This holiday season, brands need to rethink their OOH strategies to stand out. Clear Channel Outdoor research shows that combining proximity targeting with audience-focused planning is the way to go. While it's great to target people nearby, you also want to reach those farther out based on their interests and habits. Using both strategies together helps you connect with the right people for maximum impact—meeting consumers exactly where they are. #OOH #HolidayMarketing #AudienceTargeting

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Are you a licensee of brands? Try this, it's brilliant. Are you a licensor of your own brands and dont have a 'fully fledged, highly staffed, licensing department?' Then try this, it's brilliant. Loads of brands joining all the time and as a licensee you'll spot a brand that others won't even know was available to license... #brands #negosh #licensing

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Episode 600 of Secrets To Scaling Your E-commerce Brand dropped today, and it is a feisty one! 🔥 Lots of differing opinions when it comes to social commerce in the future of shopping! If you’ve never listened to the podcast before, this is definitely wanted to check out!👇👇

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I deeply respect Mark Ritson but his recent article criticizing Starbucks’ brand positioning misses a crucial point: scale and complexity. His dismissal of Starbucks’ mission as “esoteric” and his criticism of internal input show nothing but a lack of understanding of what it takes to align a corporation of 400,000 employees worldwide behind a cohesive brand vision. Starbucks is not just a coffee company; it’s a global cultural icon. Managing a brand at this scale isn’t as simple as crafting a cool, customer-centric tagline. It requires a delicate balance of unifying internal culture, maintaining global consistency, and ensuring customer resonance. And to do that, their new CEO has to bring the company back to revenue and profit first. Dismissing these aspects as fluff fails to grasp the holistic nature of business challenges and modern brand positioning. A brand like Starbucks must connect with customers AND employees to remain true to its purpose. Yes, simplicity is critical in brand strategy, but to “cut the crap” is not an actionable advice for a brand at this scale. And If Mark were to step into the shoes of a leader responsible for guiding 400,000 employees and millions of customers, he might find that simplicity isn’t so simple after all…

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HOT TAKE INCOMING!! Look at Liquid Death. Started by an ad creative. Now a billion dollar brand most creatives in advertising wish they could do work for. (Kudos Mike Cessario and Andy Pearson) Jason G. started Illicit Elixirs. Jan Livingston started Gray Whale Gin. (Who else?) Imagine if MORE advertising creatives started a brand and showed the industry what advertising is supposed to be? Maybe then we could get back to making work that's fun and not marketing from a place of fear. We could raise our own creative bar and force clients to play on the level we all know they should. Here's an idea I came up with while writing this: What if we all pitched in $150 a year to help build a brand from nothing to Liquid Death status. (that's one less coffee a week in LA.) We'd all be owners and share in its success. We could call it "Go F This Biz" (Fund) It's a Go Fund Me platform for ad creatives who have ideas for companies and want to get out of advertising but still make great advertising. I'm in. Who's in?? If my network pitched in that'd be 1.3MM to start. Not bad. Just a thought. Have a great holiday weekend ya'll! #Stayhungrymyfriends

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near 8 decades of marketing and marketing research experience Steve and I have taught one key lesson ... marketing is all about knowing matters to people not consumers enjoy the series .. more to come

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Looking forward to this discussion on the future of #measurement & the incredible insights from this amazing panel! #attribution, #MMM, #MTA

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Recently, Catch+Release gave me the opportunity to attend the BRANDSIDE conference put on by The One Club for Creativity in Nashville. The conference was an intimate group of top-notch creative leaders who are working inside brands like Mattel, Inc., Duolingo, and the WNBA (Women's National Basketball Association). We discussed the challenges, insights, and strategies unique to in-house marketing teams. Here’s a few things I have been thinking about since I got back: 1. Finding creativity across the “Org Chart” Is the key. Many brand-side teams struggle to identify their own creative talent outside of the marketing function. Corporate silos make it hard to foster the type of collaboration ad agencies have always taken for granted. In-house creative leaders need to knock those silos down and get cross-disciplinary buy-in in order to get to the truly big ideas. Jess Kirkman at Mattel gave a great presentation about how she does this by building a culture of creativity. 2. Attention Isn’t Dead—We Just Need to Earn It. The myth of the 5-second attention span was thoroughly debunked by Clare Stein and Taryn Crouthers of ATTN: People pay attention when we make them care. Whether it’s through emotional triggers, cognitive hooks (“Wait, what?!”), or visceral reactions, great work leverages multiple types of attention to stand out. I recently recorded an episode of Lost In Found podcast with Clare all about this. Stay tuned! 3. Social Listening is everyone’s job. James Kuczynski of Duolingo gave a masterclass in moving fast and breaking the internet. How does his small team make so much culturally relevant work? Here’s a hint from James: “Your next campaign is in the comments.” The lesson: everyone on your team needs to be in the comments too. On TikTok. On Instagram. Every day. That’s where James’ team found “Spanish or Vanish”. Look it up. 🤩 The biggest surprise for me? How much brand-side leaders want to think like agencies while agencies are trying to think like brands. Somewhere in the middle is a new model of creativity, one that focuses less on where the work is made and more on why it matters. Big thanks to the BRANDSIDE community for an inspiring event. And to those of you making the jump from agency to brand-side, let’s keep the conversation going—what challenges and surprises have you encountered? Today, I’m on my way to the In-House Agency Forum (IHAF) in Boston. If you’re going, I hope to see you there! #inhouse #creativity #adnerd

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In the Olympics spirit 🤸🏾‍♀️⛹🏽🤾🏼‍♂️ , here are some fun nuggets re: TV advertising during the Olympics -- CPMs, ways to buy it, big brands partnering with athletes and more. #advertising #olympics #media #tv https://lnkd.in/eY3DzPkt

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Movie Monday: Have you seen Bull Durham? 🎥 In the movie, Crash Davis advises star pitcher Nuke LaLoosh on clichés: “You're gonna have to learn your clichés. You're gonna have to study them, you're gonna have to know them. They're your friends.” This advice also applies to interviews. 🤝 When asked, "Why are you looking for a new job?" 🤔 Remember to stick to the cliches: - I’m seeking an opportunity to grow. - I’m looking for more career growth. - I’m eager for new challenges. Avoid mentioning negative aspects like a difficult boss or wanting more money. Keep it cliché, just like Nuke LaLoosh. 😉 #MovieMonday #InterviewTips

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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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