Head of Marketing at NatWest Group // Content Creator & Podcaster
Why did Reiss get this so right?
1) cultural relevance: jumping on a trend that is having its peak moment on social. People are not board of the song, it’s not too early and not too late.
2) creativity: a perfectly simple execution of the dancers doing their thing outside a Reiss store with the iconic Reiss bag front and centre. No explicit product push or copy to distract us from the entertainment. No studio production.
3) brand fit: a great example of not trying to engineer a trend to make it work for the brand. This content screams Reiss - the gilet, the song, the location. It’s clear Reiss know themselves and their audience very well.
Huge congrats to Adam Field and his team at Reiss - examples like this are hard to find!! We want more ✊🏼
At a fundamental level this piece of content fails because it confuses getting attention for 'marketing' which is what you're supposed to do once you have someone's attention.
This post lists 3 things that apparently make this a good piece of marketing, but all 3 are evidence that is bad marketing. Indeed points 1 and 3 contradict themselves - apparently it's jumping on a trend but also not trying to make use of a trend.
Either way, "jumping on a trend" is only helpful if that trend helps to talk about your brand, which this does not. Instead it just smacks of desperation for relevance.
(Dear marketers, this is not how you do marketing)
Head of Marketing at NatWest Group // Content Creator & Podcaster
Why did Reiss get this so right?
1) cultural relevance: jumping on a trend that is having its peak moment on social. People are not board of the song, it’s not too early and not too late.
2) creativity: a perfectly simple execution of the dancers doing their thing outside a Reiss store with the iconic Reiss bag front and centre. No explicit product push or copy to distract us from the entertainment. No studio production.
3) brand fit: a great example of not trying to engineer a trend to make it work for the brand. This content screams Reiss - the gilet, the song, the location. It’s clear Reiss know themselves and their audience very well.
Huge congrats to Adam Field and his team at Reiss - examples like this are hard to find!! We want more ✊🏼
Head of Marketing at NatWest Group // Content Creator & Podcaster
Why did Reiss get this so right?
1) cultural relevance: jumping on a trend that is having its peak moment on social. People are not board of the song, it’s not too early and not too late.
2) creativity: a perfectly simple execution of the dancers doing their thing outside a Reiss store with the iconic Reiss bag front and centre. No explicit product push or copy to distract us from the entertainment. No studio production.
3) brand fit: a great example of not trying to engineer a trend to make it work for the brand. This content screams Reiss - the gilet, the song, the location. It’s clear Reiss know themselves and their audience very well.
Huge congrats to Adam Field and his team at Reiss - examples like this are hard to find!! We want more ✊🏼
Founder & CEO @ The Better Growth Company • Author of Cox’s Chronicle • Director of Public Affairs & Public Policy • Corporate Strategist & Career Counsellor • Business Owner & Non-Executive Director
In 2010, my university mates and I ventured into London's financial sector as eager upstarts, oblivious to the real world. The Lamb Tavern became our sanctuary, where new jobs turned into camaraderie over pints. Today, those novices are seasoned professionals, some steering ventures while others navigate life's dances.
Reiss's latest video campaign is a nostalgic tribute to the significance of the Lamb Tavern. Set in the vibrant Leadenhall Market, it celebrates the sheen of professional lives and the joy of personal escapades. The video captures the delicate balance between formal professional lives and vibrant personal lives, showcasing the essence of Leadenhall.
From my days as Lloyd's syndicate auditor, the video resonates like a familiar Friday evening at The Lamb. It encapsulates the camaraderie and friendships that make our working lives meaningful. Reiss's visual love letter to London's financial district celebrates the delicate dance between professional solemnity and spirited camaraderie, reflecting on the balance of our professional journeys.
The video is not just about looking dapper; it's about celebrating the places where our facades drop, revealing the brilliance of real life. As you watch, reflect on how your journey mirrors this delicate balance. Remember, places like the Lamb Tavern aren't just where we unwind—they're where we truly come alive. #uk#leadenhallmarket#financialservices
Head of Marketing at NatWest Group // Content Creator & Podcaster
Why did Reiss get this so right?
1) cultural relevance: jumping on a trend that is having its peak moment on social. People are not board of the song, it’s not too early and not too late.
2) creativity: a perfectly simple execution of the dancers doing their thing outside a Reiss store with the iconic Reiss bag front and centre. No explicit product push or copy to distract us from the entertainment. No studio production.
3) brand fit: a great example of not trying to engineer a trend to make it work for the brand. This content screams Reiss - the gilet, the song, the location. It’s clear Reiss know themselves and their audience very well.
Huge congrats to Adam Field and his team at Reiss - examples like this are hard to find!! We want more ✊🏼
Nailing the balance between cultural relevance and brand identity, this viral campaign shows how strategic risk-taking can drive major brand impact - even with minimal media investment. The creativity and courage to stand out from the crowd, approached thoughtfully, can lead to remarkable results. A masterclass in making the most of trends to elevate your brand.
Head of Marketing at NatWest Group // Content Creator & Podcaster
Why did Reiss get this so right?
1) cultural relevance: jumping on a trend that is having its peak moment on social. People are not board of the song, it’s not too early and not too late.
2) creativity: a perfectly simple execution of the dancers doing their thing outside a Reiss store with the iconic Reiss bag front and centre. No explicit product push or copy to distract us from the entertainment. No studio production.
3) brand fit: a great example of not trying to engineer a trend to make it work for the brand. This content screams Reiss - the gilet, the song, the location. It’s clear Reiss know themselves and their audience very well.
Huge congrats to Adam Field and his team at Reiss - examples like this are hard to find!! We want more ✊🏼
All-round Marketer & Transformation Strategist with strong Integrated Project Management, Digital Production, Client Services and Communication background - helping businesses design their growth plan and achieve it.
Head of Marketing at NatWest Group // Content Creator & Podcaster
Why did Reiss get this so right?
1) cultural relevance: jumping on a trend that is having its peak moment on social. People are not board of the song, it’s not too early and not too late.
2) creativity: a perfectly simple execution of the dancers doing their thing outside a Reiss store with the iconic Reiss bag front and centre. No explicit product push or copy to distract us from the entertainment. No studio production.
3) brand fit: a great example of not trying to engineer a trend to make it work for the brand. This content screams Reiss - the gilet, the song, the location. It’s clear Reiss know themselves and their audience very well.
Huge congrats to Adam Field and his team at Reiss - examples like this are hard to find!! We want more ✊🏼
This Iger / Peltz story reminds me of when a new CMO walks in the door for an agency team.
My philosophy for marketing within an agency team is always this - it’s a little like musical chairs.
Eventually the music will stop, and someone will ask why you’re doing every single thing you’re doing.
So you better have a good answer.
I’ve been on teams at other agencies (not Noble People of course) that get complacent, and do things the way they’ve always been done without real interrogation for what’s right or wrong.
And then a new CMO comes in and says, “what’s going on here?”
This is kind of like what happened with Bob Iger. He faced an activist threat from Nelson Peltz, so he got his team together to think of any big idea he could find to generate excitement about board members and share holders.
New investors for ESPN!
A streaming sports service!
Parks reinvestment!
Selling cable networks!
He threw a kitchen sink of imagination at the problem so it would go away.
Will any of this happen? Not sure.
But when a new CMO comes in, it’s similar.
You have that big first presentation, signaling the possibility of a new day downtown to do something different - a campaign reaching that untapped growth audience you believe in, that platform you’ve always been wanting to try, that big idea that’s been tucked in the cupboard.
The goal is to impress, vs. actually execute.
And then you go back to your complacent day to day with maybe a few modifications.
My advice to anyone in the agency world: act every day as if your clients are getting a new CMO tomorrow.
What would you want them to say about your work thus far?
What could they poke holes in?
And then take it up a notch.
Actually execute on what you think they’d be proud of.
What's winning eyeballs and affections in an oversaturated market?
Today's Relevancy Read discusses brands acting like entertainment entities, the rise of distraction culture and what it means for long-form viewing, and the importance of brand sincerity in a post-authenticity world.
Read it here: https://lnkd.in/eGEPDtZp
Why are we still celebrating style over substance?
I am increasingly sceptical of events that showcase award-winning marketing case studies as the pinnacle of creativity.
The formula for these case studies is predictable: evocative background music, slickly shot video, and some KPIs that have little to do with business.
This meme is dedicated to the allure of awards, often leading to campaigns designed primarily for accolade accumulation, sidelining their core business value.
#marketing#creativity
The consumer-brand dynamic has been shifting for several years. We know because Coller Davis & Co. has been tracking it meticulously. The most successful brands make small, precise movements consistently, for big, significant results over time. Like with most things, discipline, dedication, and decisiveness pay dividends.
On the macro level, this week's Relevancy Read illustrates the subtle tactical adjustment of appealing to & attracting your audience, rather than profiling & targeting them (by description alone, you can feel the first is warm & welcoming, the second cold & calculating) by leaning into what they like, do, and value.
What's winning eyeballs and affections in an oversaturated market?
Today's Relevancy Read discusses brands acting like entertainment entities, the rise of distraction culture and what it means for long-form viewing, and the importance of brand sincerity in a post-authenticity world.
Read it here: https://lnkd.in/eGEPDtZp
💡 Safe is Invisible.
If you do what everyone else is doing, audiences will tune out.
Take JACQUEMUS and “Bus Aunty” or Marc Jacobs and Sylvanian Drama. They broke the mold, leaned into their creators’ authentic styles, and earned incredible attention.
Here’s the challenge:
👉 If your brand was drunk, on a table, at a bar - what one thing would people remember? That’s what you need to amplify.
It’s time to stand out. Safe isn’t just boring, it’s invisible.
