Puja Darbari’s Post

THE MEDIA ONLINE NEWSLETTER l 23.08.2024 Delta Victor Bravo's Nomonde Keswe on breaking free of 'can't because' thinking. While frustrating in everyday life, for organisational culture, this mindset can be dire. Mondelēz International's Masego Letsebe on how can to connect with Gen Z consumers on their terms, while preserving the hard-won integrity of our brands. Rogerwilco, Digital Marketing Agency's Alexander Brand tackles the topic of synthetic data. And yes, it's a thing. Our Media Moves delivers news of moves in the media business. The Media. Got to love it. #media #advertising #mediabusiness #strategy #medianews https://lnkd.in/dBBPfQ9R

Looking forward to discussing the power of #insights . Actioning insights drives marketing effectiveness and efficiencies… Let’s discuss 🗣️

How can brands be a unifying force in today’s world? This is a thought-provoking piece from my colleagues exploring the role of brands in a deeply polarized society. Check it out on Fast Company.

People today are increasingly looking to global brands to make the world a better place. For marketers, this expands our sphere of influence beyond driving the business to driving social impact as well. One powerful way of doing this is through inclusive #marketing. I had a great time sharing a glimpse into Mastercard’s approach to doing well by doing good at the Mumbrella #Finance Marketing Summit and the key takeaways are this:   ✅ You don’t need to be the head of #DEI to be a strong advocate for inclusivity. Each of us can be an outspoken champion.  ✅ Identify the link between your organization’s purpose and your inclusivity-driving initiative so there is a clear role for your brand. ✅ Work the business case – what will it take to drive revenue return whilst doing good? ✅ Identify solutions that can scale for your organization and your audience. ✅ Find like-minded partners to collaborate with who can contribute value to the initiative or invest in your idea. ✅ Co-create with the demographic that you are working to include. ✅ Develop solutions that work for everyone, not solve niche problems.    Thank you Mumbrella for having me! Sharing a few examples👇 of how we drive inclusivity through innovation. ❤️🧡

Definitely feeling like I'm in my Conference Era! Except at this one, I get to be the attendee learning from some top names in the industry about social media marketing, brand safety on social, creator economy updates, and brand reputation in a social-first world. There's something about getting to attend a conference smack dab in the middle of presenting at two. Excited to not only gain more knowledge around industry news, but maybe pick up on some presenting tips as well. Thank you GDS Group for the invite - got a brand new empty notebook packed and ready to bring it back full of new knowledge! #SocialMediaMarketing #SocialMediaConference #GDSConference #LoveToLearn

Cadbury's Worldwide Hide campaign stands as a testament not only to both creativity and emotional connection, deeply rooted in an understanding of consumer relationships, but also to effective campaign strategy. Cadbury's ability to sustain and enhance the campaign annually is commendable as they embark on their fourth consecutive year of redefining the Easter egg hunt experience. Rather than succumbing to the allure of constant change, Cadbury has chosen a path of continuity and evolution. Each year builds upon the foundation laid by previous iterations, showcasing innovation and refinement that keeps their audience captivated. This dedication to maintaining continuity while injecting new elements highlights Cadbury's commitment to authenticity and relevance. It demonstrates the power of consistency and thoughtful progression by staying true to the campaign's essence while embracing fresh ideas. Cadbury's approach inspires in a world where novelty and creative impulses often overshadow longevity, proving that sustained success often lies in the delicate balance of change, consistency, and progression. #brandexperience #brandbuilding #marketing #creativity https://lnkd.in/gCBbYxui

Is it time for an alternative take on brand identity? “An increasing number of brands and businesses feel pressure to present a positive public image and fear backlash and scrutiny. Almost two thirds (62%) of PR and marketing professionals questioned said they felt brands are expected to be perfect and never make mistakes. And yet, some brands do it anyway and embrace the backlash” Leila Nithila-George, Creative at Amplify, and Gen-Z ad expert, tells Creative Review why some brands, like Oatly, are flipping the switch and being authentic, showing the good, the bad and the ugly. It's a refreshingly unorthodox strategy in harnessing brand authenticity during an era marked by heightened scrutiny and cancel culture. Read the full article in Creative Review here: https://lnkd.in/eXTrssYX #opinion | #culture | #genz | #creativereview

#SocialMindsLive: First up, we have Oatly’s wonderful Global Media Director, Sarah Sutton, who will be taking us through what makes a distinctive brand on social… 🥛 The key takeaways? 👀 Be consistently inconsistent 👀 Never bore the hell out of people 👀 Know the rules, then break them 👀 Build agility into the system 👀 Obsess over the details 👀 Let creators create

Heinz recently pulled an ad after backlash over racial insensitivity, spotlighting a crucial lesson for all brands: the importance of doing thorough "cultural homework" before launching marketing campaigns. 🧐📚 This incident underscores how deep understanding and respect for diverse cultures are ethical imperatives and business necessities. In an era where global audiences are interconnected and vocal, cultural missteps can lead to significant reputational damage and financial loss. What steps should be taken to enhance cultural competence within marketing teams? https://lnkd.in/e5uGkx-m #BrandSafety #CulturalSensitivity #MarketingEthics #FMCG #FoodTrends

Last week for me was all about challenger brands. I have no doubt that it is an increasingly misunderstood term and is used too liberally nowadays. So here’s my definition…. Challenger brands have a unique and vital role to play not just for themselves but also I believe they have an OBLIGATION to their sector. True challenger brands are not just ‘market participants’, they are pivotal game-changers with the power to reshape industry norms. Challenger brands, by their very nature, are positioned to disrupt the status quo, to challenge the market leaders head-on. To go for their throat! Their daily mission is ‘unrelenting and obsessive’ …to not just vie for the second spot, but to aim for the number one spot…..to unseat the market leader. Challenger brands do not settle for the third place. They draw energy from the fear of obscurity. They push creative and product constantly. But most importantly they know the secret ….’the goal is not just to compete, but to redefine the playing field’ #brandstrategy #challengerbrands