BBDO Worldwide’s Post

Summary: Hollywood Oscars' Campaigns come with a hefty cost, often exceeding $25 million and reaching as high as $100 million for major studios like Netflix. Additionally, the event draws approximately 20 million viewers, yielding substantial advertising revenues for networks. The campaigns, resembling political strategies, are centered around three pillars: public relations, events/screenings, and advertising. Public relations involve working with reporters, staging events, and securing interviews to create buzz around the film. Events and screenings aim to ensure that Academy members watch the movie, with various tactics employed to engage and garner support. Advertising, the most expensive pillar, involves significant spending on trade magazines, newspapers, and social media platforms.

POV: it's March 2022 and you're looking for your next career move. Me: How big is the strategy team currently? Guo-You Chew: We don't have one. You would be Tommy Singapore's first ever strat hire. Me: cool. coolcoolcoolcoolcoolcoolcoolcoolcool. Every strategist goes through some form of imposter syndrome. Me especially so when I took the leap of faith to help start Tommy's strategy team from scratch in Singapore. And since then, it's been an absolutely wild 1.5 years growing Tommy's strategic offering together with Bernice Dela Cruz, my partner-in-crime. Ngl we struggled in the beginning, and a lot of times I had no clue what I was doing. But I learnt shamelessly on-the-go and trialled with error. Most importantly, I had the trust of a team that didn't freak out every time I said, "I don't know if this will work, but I really think we should try". Tq and sorry to Esther SCY who has bore the brunt of my excited/uncertain work energy. And through 1.5 years of "not knowing if this will work but really thinking we should try", together we've achieved some pretty amazing things: - did a ton of cool shit - highlights include launching Prime Video in the biggest SEA markets, and dropping some influencers 600 feet high for YouTube - won a bunch of pitches from exciting brands like Garena and Google, against some stiff competition from industry giants - brought in the agency's very first Spikes Asia award - elevated the creative team's strategic thinking with Mark Lawrence Ong, a rare breed of creative director that wants strategy involved throughout the creative process All these things wouldn't have been possible without a culture that welcomes failure and learning from it, a team that takes the work seriously but not themselves seriously, and a pantry that keeps my spirits up even in the lowest of days (shoutout to our never-ending supply of Cheezels). I rarely post here but I think credit has to be given where it's due. All love to Tommy.

I recently watched the Actors' Roundtable featuring all 24 Oscars nominees. What struck me about the discussion was that none of the actors tried to act like "experts" or as if they knew more about acting than the others present. They simply talked about their experiences and shared their thoughts. It felt like watching six regular people having a conversation. The actors were authentic and genuine. They didn't force themselves to speak more or less than they wanted to. They didn't try to be dramatic or show off their ego for the camera. This learning can be applied to the context of advertising and marketing. -Your brand doesn't have to be objectively better than others. Rather, it should have a unique identity that sets it apart.- #advertisingandmarketing

Strategy. Audience. Delivery. Results.

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.

Worthwhile content here.

Believe it or not, advisors can learn A LOT from this ad. Plus it's just hilarious. Here's my recap: 1. Your people are your most recognizable asset. 2. Occassionally pulling them out of their normal environment adds novelty. (super important in marketing) 3. There's big value in bringing together people with different (but overlapping) audiences. So how does this practically work for advisors? 1. Show up visually in your marketing. 2. Break up the scenery – create content in different places and situations (like events) 3. Get outside your own brand and talk to fellow travelers in your space. https://lnkd.in/eQeTb9vq

Are your customers tired of the same old story? Take a page out of the playbook of the Savannah Bananas, an exhibition baseball team that sold out Fenway Park this past weekend. Yes, you read that right! But how'd they pull it off? It wasn't with massive ad budgets and the game's biggest names. Jesse and Emily Cole and their Bananas continue to win by reinventing and innovating America's greatest pastime with a focus on the experience of the fan and storytelling. Here's their pitch. They ditch tradition. Instead of scoring the game by total runs, walks and 3+ hour games. They built an entirely new game and continue to optimize it around fun and removing anything that is boring or takes away from the fan experience. They embrace authenticity. Jesse wears yellow tuxedos to every game, there are constant performances and antics from players and the experience channels the circus as they constantly push the boundaries of entertainment as we know it. They engage with their audience. They weave humor, local connections, and a genuine love for having fun with the game into their narrative. This creates loyal fans who become brand advocates and word of mouth like you wouldn't believe. What can we learn from the Bananas? Consumers crave experiences, not just products. Authenticity, product evolution and engagement are key to breaking through with your audience, telling your story and standing out from the crowd.