BJ Bueno’s Post

Pretty much got it right, the separation created a lack of clear integration of thinking and therefore a lack of amplification of the core idea into all relevant channels. It's only those 'masters' that were in the full service environment that got it. They worked in sync to make the content relevant through the channels chosen. The issue now is that the consumer insights and bright ideas built around that are almost lost. Strategy is murky and ultimately driven by margin gains...... it will come around as it has to, otherwise the industry is marginalised and commoditised....... #marketing #CMO #communicationstrategy #brandstrategy #advertisingintegration

Last night, I watched a movie from the 90s, and it got me thinking about the state of creativity in many industries. 🎬 Recycled content: Movies, TV shows, music, and books are meant to transport us, but what happens when the majority of our cultural diet consists of sequels, spinoffs, and remakes? Well… I just googled it. Since 2010, over 50% of top-grossing movies have been recycled content. What is going on with creativity if most of the new releases are more of the same? 📉 And then there is the obvious crisis in advertising: Most of you should have heard of Peter Field's report on creative effectiveness in advertising by now. It just doesn't paint a good picture on creativity. 🤔 So, what took us here? I wonder if you have better insights on this, but I see a few things holding brands back: A fear of stepping outside the box, constantly relying on outdated norms or overused frameworks, a lack of diverse talent, and an allergy to taking risks. 🌟 Where do we go from here? Wouldn't it be cool if more brands would take a bold and authentic stand? Watching this movie last night, I thought about how brands approach their advertising today and hoped we could see more brands dare to be different, challenge conventions, and be distinctive. 💡 In a world full of forgettable content, winning brands will be the ones that create campaigns that stand the test of time, that leave a mark on culture, and that leave a legacy. Dare to be different, distinctive, and memorable.

💥 NEW Truth Serum 💥 It's Digital Strategist (and all-around genius) Erica Glotfelty on the dangers of plotting virality, the inspirational weirdness of Kristen Wiig, the cozy embrace of an excellent speakeasy, and the value of self-honesty with brands. "The more honest a brand is about itself, the more expansive it can be in how it talks about itself. Honesty allows you to take risks and do interesting things, especially when moving into larger-than-life spaces." https://lnkd.in/dmi5vE7y

It's official. It's the era of authenticity, and we're seeing it every day at our agency when it comes to marketing. Authenticity is not just a trendy buzzword. It's a fundamental aspect of successful marketing. Why? Consumers crave real connections and genuine experiences. They want to know the faces behind the brands to feel a sense of trust and community. And that is exactly what we're producing for our clients at BOLD x COLLECTIVE. Read the blog by our agency here: https://lnkd.in/gWmKgqS5 #authenticity #authenticmarketing #digitalmarketing

“…don’t overlook the small or obvious – an authentic, small idea can bloom into something beautiful if given permission to exist.” Our Executive Creative Director, Paddy Smith shared his thoughts with Jordan Won Neufeldt at LBB (Little Black Book) on the concept of the 'big idea', and if this still has space in the new era of advertising. At Born Social, we believe the power of social lies in range and adaptability. In today’s digital landscape, the traditional ‘big idea’ is evolving. Instead of a one-size-fits-all approach, social platforms encourage ideas that can be adapted, expanded, and constantly reimagined. Read the article to see more 👇 https://lnkd.in/e94CjPsg

In the world of advertising, creativity thrives on diversity of looking at things in unique ways. Michel de Montaigne, the French philosopher, once said, "There is no conversation more boring than the one where everybody agrees." This wisdom applies to the process of brainstorming and developing campaigns. When everyone in the room shares the same perspective, the outcome often becomes predictable, and innovation stalls. Great advertising is born from challenging the status quo, questioning assumptions, and embracing different viewpoints. A team that welcomes disagreement and debate will often uncover insights that others miss, leading to more dynamic and engaging campaigns. It's in the clash of ideas that the most compelling narratives emerge—stories that resonate with audiences because they break through the noise. In the fast-paced, competitive landscape of advertising, agreement can at times signal complacency. By encouraging a culture where creative tension is valued, teams can ensure that they stay ahead of the curve pushing boundaries and exploring new ideas. The best campaigns are often those that surprise and provoke thought, and this level of originality comes from conversations that are anything but boring. So, in advertising, seek out the disagreements. It can be uncomfortable but rewarding. As Montaigne suggests, they're not roadblocks—they're opportunities to elevate your work to the next level. #creativeadvertising

"We shouldn’t confuse fleeting “talkability” with delivering business outcomes for our clients." 💬 📈 With so many creative campaigns tied into latest sub-cultures, niche trends, or pandering to new algorithms, this refreshing article in The Drum from Jonny Turnbull (né Collin) argues why a return to serious advertising that just quietly 'works' may not be a bad thing. Read the full article here: https://lnkd.in/emsMT4Sw #AdCampaigns #DigitalMarketing #BrandStorytelling #ContentCreation #AdCreative #CreativeIdeas #BrandBuilding #AdvertisingAgency #VideoProduction #advertising #serious #creativeproduction

In today's fast-paced marketing landscape, the pressure to deliver quick results often puts creativity on the back burner. The irony? Pre-testing, designed to optimise ad effectiveness, might actually be stifling the very creativity that drives long-term brand growth.   In my latest article, I dive into the pre-testing conundrum. Too often, standardised testing and rigid metrics overshadow innovation, leading to formulaic ads that may score well but lack the spark needed to truly connect with audiences.   It's time to reframe pre-testing as a tool for iterative learning, not a final verdict. By integrating consumer insights early and customising our approach to testing, we can nurture creativity, push boundaries, and ultimately, deliver campaigns that resonate deeply with consumers.   Let's challenge the shortcut culture and embrace a more thoughtful approach to measuring and fostering creativity.   #MarketingStrategy #CreativeDevelopment #BrandGrowth #Innovation #AdvertisingEffectiveness #MRX Hall & Partners https://lnkd.in/eb6CgG-c

From the towering billboards of yesteryears to the impactful bytes of today's digital ads, advertising has undergone a profound transformation. Gone are the days when static images on a busy street were our only encounter with ads. Now, they find us with precision, speaking to our individual needs and preferences through the power of data analytics. Despite the shift in mediums, the core remains the same - to connect, engage, and inspire. But as we move forward, the fusion of creativity with technology continues to reshape our world, making every interaction with brands personal and every advertising experience unique. As we adapt to the digital age, let's celebrate the evolution of an industry that continually redefines the art of storytelling and the science of engagement.✨

On the debate of #Growth, #GreenGrowth, and #Degrowth in the context of #Marketing and #Communications "Every piece of creative that agencies put in front of their clients presents an opportunity to shape the behaviours that people consider ‘normal’ [....] Ad agencies will no doubt play a key role by partnering with their clients to reimagine marketing’s role within business and society and help make marketing part of the solution. The age-old phrase ‘it takes a village’ has never been more true." #Sustainability #LTWFA