Savannah Clements

The secret to making big ideas happen is radical collaboration At this years Superbowl Doordash pulled off something that has never been done before To demonstrate the fact they can deliver almost anything they came up with the idea of a promotion at the end of the Superbowl where you could "doordash all the ads" and win everything that was featured in an ad that night That's right, they would deliver a lucky winner every product featured; the cars, the tax software, the phone contracts, the drinks .... not quite sure how they were going to cope with Jesus & RFK but am sure they found a way ..? How do you come up with such a bold idea and then execute something that isn't just creative but a logistical nightmare? Kofi Amoo-Gottfried the CMO of Doordash described it as "radical collaboration" between the in-house team and Wieden + Kennedy and described it as leaving your ego at the door, thinking of it as "our thing not my thing" and treating everyone across in-house and the agency as part of the same team. I am a strong believer in the power of partnerships as they enable you to create something so much bigger than you could ever do alone. Working with a different organisation can bring its challenges which is why thinking of it in a radical way makes a lot of sense. What could you achieve if you were radical in your collaboration? Check out the Doordash case study here https://lnkd.in/e9KVuNcW See link to the full episode of Uncensored CMO in the comments Kerry Collinge James M. Andrew Tindall

78

13 Comments

🚨🚨IT’S ABOUT TIME 🚨🚨 It is frustrating how slowly (most) brands and (almost all) agencies make moves in media. - It’s been crystal clear for a decade that this was the trajectory and low-and-behold, brands are (finally) adjusting spend despite agencies urging them to waste ever more billions on the geriatric TV audience; - What’s also clear… interruptive spot advertising is a TV thing and doesn’t port well to digital native. We are all thankful to the inventor of the SkipAd button. For brand marketers: when the ad isn’t skipped, it’s not that they’re into your product… they’re probably on a second screen or got distracted; - What’s painfully clear is authentic connection between creator and brand can drive so much value. I recently worked with a creator who loves a popular kids breakfast product. This creator has over 10M followers…in the kids space! No brainer? NOPE! It was impossible to get the brand’s ad agency to see what the genuine love this creator had for the brand could do to sales (they even told me once “I’d talk about _____ for free, I love it so much!!”). - Instead brands source creators like they were products on a grocery shelf, selecting them for various reasons but never asking themselves or the creator about the emotional connections between creator<>brand<>audience. Instead, they give these creators an overworked brief and tons and tons of notes along the way. We have a LONG way to go… - Brands need to evolve their thinking; - To do this they need to ask critical questions of their agencies; -Agency incentives need to fundamentally change from simply putting dollars to work (on which they scrape a %). They need drive actual relevance in a changed (and changing) media landscape.

6

1 Comment

Lately, I’ve noticed the mocktail list sounds as good, if not better, than alcoholic options on the menu. Any number of reports will tell you that people are trying to live healthier, however, if you’re a brand selling alcohol, this market is still ripe for return… NielsenIQ found that non-alcoholic buyers are actually worth more than those who exclusively buy alcohol alone. Though they’re cutting back or shifting priorities, they’re still drinking. U.S. adults who opt for non-alcoholic beverages are spending 50% more within the overall alcohol market than those who only buy alcoholic beverages, and the vast majority of mocktail fans are still purchasing standard spirits. There could be any number of reasons to explain the data. They may be occasional drinkers, prefer to drink at home, or purchase alcohol for gifts. Or they go all out every once in a while! It’s hard to say. The point is that you can’t solely rely on a generalization or trend to predict buying decisions. It’s about bridging the say-do gap. They’re “saying” they want to be healthier, but their actions are more nuanced. There’s also people like me who prefer wine, but may be enticed every so often when they see a refreshing mocktail on the list! By taking a data-driven approach, beverage brands can cater to the evolving preferences of a generation that's both health-conscious and adventurous. Data trumps assumptions.

64

8 Comments

Like many digital agencies launched in the mid to late 2000s, Colorado’s OTM started with website design and development. After scaling successfully, the rise of self-serve web design services like Wix and Squarespace forced OTM to pivot. Miles and Vallene Kailburn, OTM's leaders, decided to expand their services to include digital advertising, inbound marketing, public relations, and more. They hired Kerrie Luginbill as the full-time marketing director to oversee these new offerings while maintaining their core business. However, this created two disconnected business silos. It took three years to merge them into a cohesive unit, enhancing client lifetime value and streamlining operations. The hub-and-spoke model addresses this issue by creating an interconnected services ecosystem. Learn how this model can help your agency avoid silos, enhance cross-selling, and scale effectively. Plus, get a free hub-and-spoke template for your agency! #AgencyGrowth #MarketingStrategy #BusinessDevelopment https://lnkd.in/gXMUjr36 .

3

Simple ≠ Easy This is the one thing I’m realizing after talking to multiple DTC experts over the last few weeks. The fundamental problems most businesses face already count on answers.  And they’re usually very simple. Q: How can my brand stand out from the crowd?  → Be authentic. Q: How do I know what my customers need? → Talk to them! And so on…. Except these aren’t always easy. The question of figuring out your brand voice especially, such that it’s authentic AND unique AND it resonates with your customers? I got to chat with Jameela G. to try to answer that question. We discussed the ‘simple’ answers.  Along with frameworks and tactics so it's also a bit easy for you to do it. The full episode releases in just few days – yay! ps.: get ready for some good vibes! One can't just spend a whole hour with Jameela without feeling optimistic about life 🍀 #marketingpodcast #dtcmarketing

19

2 Comments

Let's talk a little bit about category reinvention. I've seen multiple posts lately handwringing about new category entrants or new categories that aren't "worth paying so much for." One example was a post about the NA beverage category. The critique boiled down to this: why pay a ton for wine that is "just juice" or "cocktails" that are just sugar, water and additives? The author even goes as far as to argue that it's not worth paying for because you could mix mocktails at home by yourself. I don't disagree that flavor and other alcohol-like qualities (bite, burn, etc.) could be improved in the alternatives. And, yes, many products can be (re)created at home with time, money and access to the right ingredients. However, this is part of the growth and maturation cycle of most categories: ➡ New alternatives emerge at a higher price point ➡ Marketing dollars are put behind them ➡ Consumers compare them to the established product(s) they know and find things they don't like & established players fight back with their own claims and content ➡ Even more new alternatives emerge to address the pushback, some at premium price points ➡ The main players add to their portfolios or hold firm ➡ Some brands survive; some don't ➡ The dust settles and the category is redefined to include the alternatives We've seen this before in many other CPG categories when they first entered the market: -People complained about paying more for soy milk in their coffee and even spread false information about soy altering the male body -Natural / non-toxic household cleaners were all labeled as part of "greenwashing" and bloggers argued for making your own with vinegar -Greek yogurt was criticized for having less calcium and for using "fillers" instead of true craft straining technique -Etc Beyond this, it's critically important to consider the role of occasion and brand. For the NA category, holding a sharply designed can in your hand helps you feel at home among hard seltzer and beer drinkers, even if the taste or burn isn't the same. And let's not forget brand - that ephemeral, magical something - that makes old and new players alike unstoppable, even if the product itself isn't drastically new(hello, Liquid Death!) When I was pregnant, I too sought meaningful alternatives to drinking alcohol. Some were great in taste; some weren't. Some gave me a booze-like mouthfeel; others didn't. But I certainly had more options than a person in my shoes 5 years ago. And as both a consumer and marketer, I'm confident NA products will continue to optimize and improve (as they always do). #marketing #categoryreinvention #brand

11

2 Comments

I'm just learning all about ChangeUp's work with Baskin Robbins. It's a pretty perfect example of how to modernize a legacy brand. By that I mean it really delivers on the mantra "take the luggage, leave the baggage". When refreshing a brand, I feel like it's so important to retain the brand equity you have built up in your most iconic "distinctive" brand assets (e.g. the promise of "31 flavors" built into the "BR" monogram). Then use the flexibility of the identity system to create assets that can be adapted for different executions and the modern and incredibly diverse channel mix (social, digital, print, packaging etc). The use of movement, the vibrancy of the colour palette, and the bold typography all do this and deliver on the idea of everyday "happy moments". It's youthful without being childish and bold without being sickening. A perfect metaphor for the BR brand itself and the way it wants to be perceived by a new generation. Just insanely good brand design! I really would recommend checking out the case study: https://lnkd.in/gXmPhwU6

8

The creator landscape is growing (no surprise here) and this should be a boom time for our profession. I applaud how some companies (i.e., Hyundai) are splitting the CMO role into multiple roles (creative and analytics/business operations - much like their teams). Creative marketers need some space to do their best work. The CMO role has evolved and I know from experience and echoed by my peers, we are asked every day to: - be the most creative (and flexible) person in our organization while being highly analytical to ensure every decision is data-driven - do more with less - manage event logistics and promotion, and be responsible for the ROI as it relates to sales/engagement - respond instantly to market shifts or a crisis, and have a strategic plan in place that provides the most effective and efficient response - manage and encourage our team to think outside of the box, have a growth mindset, and professional development goals that support succession management - analyze, learn, and implement best practices, new applications, processes, and systems - remain open to change, adapt, challenge the status quo, and take calculated risks that consider failure and response - regardless of timing and/or change in the market, grow your brand, reach, acquisition/conversion, and engagement As marketers and communication professionals, we get this and welcome these tenets with open arms. Unfortunately, too many HR generalists and ATS systems bypass the best candidates because their focus is frankly too narrow. They simply don't look at the game film. When hiring marketers, I'd recommend placing a higher value on brand consistency and equity growth through authentic creative content and engagement versus just filling the pipeline. Your funnel (and sales team) will thank you. I'd recommend looking at character, success measures, and overall "adaptable" experience. I recently spoke with an agency executive who said they only hire candidates with agency experience. I think this is a mistake; diverse experience should be weighted higher. For example, if they worked on the client side for 20+ years, you should take into consideration they managed, selected, and worked closely with multiple agencies and technology vendors across different industries for 20+ years. This also works for somebody who may have worked at different agencies and is entering the client side. There is value in diverse experiences. Article takeaway - I get the engagement angle, but curious to see how this builds loyalty to a particular NFL team. I was surprised to learn the NFL is third behind Amazon and the NBA for earned media on TikTok (ranking order - Amazon, NBA, NFL, Sephora, Fortnite, and Barbie). https://lnkd.in/gHn2cdSW AI Image Prompt - A professional marketer and their creative journey.

11

3 Comments