How To Win In The New Content Marketing Landscape And More

Weekend must read 

A decade ago, creating a viral marketing campaign simply used to be a matter of luck and creativity for companies who would come up with a catchy idea, spend money on production, and hope for the best. Today, however, with the rise of TikTok and other social platforms, as well as the growing influence of the Gen Z audience, going viral with short-form video content can be more formulaic.  

Brands that lack insights into the effectiveness of this type of marketing are missing a low-cost opportunity to reach millions of potential customers. But those who want to join the trend should be careful and think about whether this is the correct approach to achieve their goals. Social media marketing is a complex and nuanced field, and brands need to understand the landscape well before crafting their optimal strategy. 

Did you know? 

The number of private equity-backed healthcare deals in the US dropped by about 34% in the first half of 2023 compared to the same period in 2022. 

The economy faced a lot of uncertainty in the first half of 2023, which seemed to affect the investments in healthcare. Our analysis shows a sharp decline in the private equity-backed healthcare deals, invested capital, and deal size compared to the previous two years. 

Industry briefing 

Why invest in decarbonization: The EU's Emission Trading System charges internal producers based on their greenhouse gas emissions, encouraging them to invest in greener processes. However, this mechanism also risks incentivizing relocation of production to countries with lower or no carbon costs — a problem that is currently addressed inefficiently by giving free emission allowances to the most carbon-intensive industries. We have developed a strategic framework to help businesses benefit from green rules. 

Tackling grocery waste: Customer demand is shifting in the high inflationary environment. At the same time, retailers are looking to become more sustainable. We explore the key aspects of waste reduction and how grocery retailers can optimize their fresh assortment to meet local and regional needs, minimizing waste while maximizing profit. 

Corporate scoop 

Make agile risk management work: Companies in heavily regulated industries face several challenges when it comes to managing the risk associated with agility, rapid deployment, and the inherent “test-and-learn” attitude that is the essence of agile delivery. They need to update their methodology to ensure that they continuously identify, assess, and mitigate the risks that arise from agile processes, such as developing and testing using agile methods. Here are four ways to successfully manage risk with agile processes. 

From iconic toy to cultural phenomenon: Barbie’s branding triumph started well before there was Barbiecore and Kenergy. In fact, it has been a decade-long journey led by Lisa McKnight, chief brand officer of Mattel and a 25-year veteran of the brand. On Lippincott’s Icons In The Making podcast, Lisa reveals how Barbie’s transformation began, how the movie came to be, and how Barbie stays top of mind with 165 partnerships and counting. 

Oliver Wyman in the news 

Financial Times: New generation of funds signals evolution of ESG 

Economic Times HRWorld: UAE: 39% are using AI without employer or teacher awareness

Who to follow 

Gladys Teo, APAC senior campus recruiter 

Douglas Berenson, partner in our Aerospace and Defense Practice 

Olivia Richards, partner in our Financial Services and People and Organizational Effectiveness Practices 

More insights 

Turning climate intent into action 

Leading in the age of acceleration 

Harnessing risk and economic disruption