VCCP’s Post

I had the distinct pleasure of sitting with Kantar BrandZ for an in-depth conversation about global brands through the lens of PepsiCo's iconic portfolio -- what makes a brand valuable, the role of brands, how to stay relevant, deploying distinctive assets in a consistent and connected way, how the best-of-the best do it and so much more. I believe brands have a bigger role to play than before and at PepsiCo we talk about Positive Brands. We want to inspire people to make better choices for them and the planet. We are developing programs that leverage the scale and power of our brand marketing to accelerate our sustainability journey and connect with consumers. And we recognized brands are only relevant to people to the degree that they connect to something meaningful in their lives; something bigger that connects to core human needs like community, security, control, connection, enjoyment, etc. When it comes to deploying distinctive assets, we have to be very humble as marketeers. Memory structures, distinctiveness, brand meaning is built over generations. As marketeers, we stand on the shoulders of the giants that went before us. I'm very humble to the generations of incredible marketeers who have built these brilliant brands. Thank you Kantar for recognizing PepsiCo in the BrandZ Top 100 Brands Global Report 2024. Check out the full conversation: https://lnkd.in/eE3mtGxZ #PepsiCoProud #BrandZ #Kantar

Staying consistent while acting differently in each location is a core principle of successful international marketing, exemplified by Coca-Cola’s strategy. Coca-Cola maintains its core brand identity—one that symbolizes happiness, refreshment, and togetherness—while adapting its messaging, products, and marketing tactics to fit the cultural, regulatory, and economic contexts of each country. Understanding and respecting the nuances of each market while maintaining a consistent global brand identity, Coca-Cola exemplifies how to effectively navigate the complexities of international marketing. Franck Vinchon NEXT MBA #internationalmarketing #globalmarketing

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

Would you like to see us at the first-ever SXSW London? We’ve submitted two sessions and we’d love your support to help us secure a spot on stage! 🎤 All you need to do is register on the SXSW London site and use the links below to cast your vote! https://lnkd.in/dZw2nZun 🍟 Do You Want Fries with That? The Inside Story of Remarkable Growth Delivered by the McCain Brand. Mark Hodge, VP of Marketing at McCain Foods, and our CEO Nir Wegrzyn, discuss the ten-year journey of brand building that powered McCain’s award-winning growth. Vote here: https://lnkd.in/gXqiKvYa 🧲 Distinctiveness is Not Enough: Magnetise Your Brand Distinctiveness has become a mantra for marketers, but it alone won’t attract consumers. Our CEO Nir Wegrzyn will share how to create brand identity systems that are meaningfully different, culturally resonant, and built to secure a lasting place in consumers’ minds. Vote here: https://lnkd.in/gV4Q7Cqs Voting ends on the 19th December.  #SXSWLondon #BrandOpus #Creativity #Innovation

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

Incredibly proud to share that PHD UK will extend and expand its 28-year relationship with Sainsbury's, as the UK’s second largest retailer consolidates all of its media planning and buying with the agency. As Sainsbury director of marketing brands Radha Davies told Campaign UK, PHD’s win was the result of how they “articulated a compelling case for a single agency model and embedded this in innovative, insight-based holistic media planning.”     The Sainsbury win marks the second time in the past few weeks that an iconic retail brand has taken a long-term relationship with Omnicom Media Group to the next level, coming on the heels of last month’s decision by Gap Inc. Inc to extend its almost 14-year partnership with OMG. For the UK specifically, it's the latest in a string of wins for OMG that has included luxury automotive manufacturer JLR, national lottery operator Allwyn UK, home appliance brand SharkNinja, and motoring and cycling provider Halfords; as well as sharing in global wins for Uber and global baked goods giant Grupo Bimbo.   Having dominated the UK's net new business ranking for global media groups in 2023 — significantly outperforming its competition — Omnicom Media Group UK appears to be aiming for an encore for 2024. A powerful reminder of why it is so important to invest into modern media capabilities that offer the world's leading marketers both global consistency AND local impact. #PHDIntelligenceConnected #TransformExperiences

💡 Inclusion = Income 💡 The Unstereotype Alliance’s groundbreaking global advertising study has just proven that brands embracing inclusion and diversity are thriving, not just socially but financially. This pioneering research confirms what many of us have believed all along—inclusion = income. I'm beyond proud to be part of the Unstereotype Alliance, convened by UN Women, where we are working tirelessly to bring this powerful business case to the forefront. When brands represent and reflect the true diversity of society, everyone profits. Read the full findings here - https://lnkd.in/ei6Q7q_W

💡 Did You Know? Coca-Cola’s success isn’t just about its iconic product—it’s about how they’ve mastered the art of personalization in their advertising. Remember the “Share a Coke” campaign? 🍾 It was a global hit, but here’s the twist: Coca-Cola didn’t just put popular names on bottles. They localized the campaign in over 70 countries, adapting names and cultural references to resonate with each market. The strategy? Hyper-localization. By tapping into personal connections and cultural nuances, Coca-Cola created a sense of belonging and ownership over the brand. This turned their customers into ambassadors, driving brand loyalty and sales. It’s a great reminder that personalized, local connections can turn a good campaign into an unforgettable one. What’s an advertising strategy that’s stood out to you recently? Let’s talk! 💬 #AdvertisingStrategy #BrandMarketing #Personalization #CocaCola #MarketingGenius #CustomerEngagement #DigitalMarketing #ContentStrategist #PaidMedia #Europe #Ads

🎉 Dive into the success of our latest Knorr in-store activation campaign across Germany! 🚀 We’re excited to unveil our video showcasing how we brought Knorr’s rich flavors from Spain and Nigeria directly to consumers in Germany. With an impressive 18% sales uptake and positive feedback across the board, the campaign not only boosted brand awareness but also significantly increased customer trials. 🍲 Highlights Include: - Engaging activations at key locations like Turgut Markt Marburg and SPAR-MAX GMBH Wittlich. - Celebrated products including Knorr’s Harira Soup and versatile Bouillon Cubes, which received rave reviews for their authentic taste and convenience. 📈 Campaign Achievements: - Enhanced brand visibility and deepened community relationships. - Strong promoter engagement, ensuring memorable customer experiences. 🎥 Watch Our Video Now: See the impact of culturally tailored marketing in action and learn why Knorr continues to choose za:media for groundbreaking campaigns. Don’t miss out on discovering effective strategies to captivate and engage diverse markets! 👉 - Let’s explore how za:media can elevate your brand with our proven track record and innovative approach. #Knorr #Unilever #MarketingSuccess #EthnicMarketing #BrandGrowth

IGNITE – available on demand now!🔥Watch these sessions at the link in the comments... 👓 Mark Ritson on how not to mess up your brand ☠️ Liquid Death on the importance of humour 💼 Brands in the boardroom with Marketing Week, YouTube, Virgin Atlantic & the IPA (Institute of Practitioners in Advertising) 🏆 Kantar BrandZ UK most valuable UK brands and the Blueprint to Brand Growth ⚡ AI-powered effectiveness with Reckitt & Virgin Media O2   #KantarIgnite #BrandGrowth #Brands