Billion Dollar Boy’s Post

Was this year's #CannesLions truly the onset of the Creator Era in advertising? Our CMO Becky Owen spoke to Marketing Brew, detailing the gap that remains between marketers and creators: “The trending conversation among creators was around wanting more empathy in brand partnerships and wanting to be viewed and treated as true creative partners instead of commodities. On the other hand, the trending conversation among brands was around innovative ways of working with creators.” Read the full story below, and let us know your thoughts about the creator presence at the festival this year. #CannesLionsCreators #creatoreconomy #agencylife

Gen Z sober culture… Amplify Trends Editor, Seun Areoye shares his thoughts with Ad Age on working in the creative industry as someone who doesn’t drink. An important reminder to Adland that just as there is a push to creative inclusive campaigns to go out in the world, we must be inclusive in our cultural practices - and that means being mindful to not centre every social activity around a pub or drinking, a view very much supported by Amplify. Instead of heading to his local Seun started a bowling club, goes for runs and meets his friends to play chess. "Whether you’re trying to run the London Marathon next year, or just are trying to be more social with a bit of casual competition, there are many things available that can be done without alcohol being the altar of entertainment. As a creative, I genuinely believe you can have better conversations and make better connections when you’re involved in an activity other than drinking. There is a lot more space for intentional conversations.” This article is part of AdAge's Gen Z Voices, a new series exploring the Gen Z perspective on marketing, technology, social media and the future of the ad industry. Read the full article here: https://lnkd.in/gU3xD-P9? #genz #marketing #advertising #social #future

Will 2024 be the year of the #creator? 🔮 Our GM of Content and Creative, Victoria Jordan, thinks so… As she shared with Adweek’s Kyle O'Brien: 📣 “We will move into a new era of the creator economy, one in which creators have much more leverage when it comes to usage rights, IP ownership and pay.” For My Code, 2024 will be “a world where creators are highly valued, not leveraged for the relationship they’ve built with their audiences, but invited to collaborate for their  diverse perspectives, expertise and cultural lens.” 🌎 What creative trends are you most anticipating this year in #advertisingandmarketing? ⬇️ https://bit.ly/48Fg68O

It’s Prime Time For The Creator Economy. Here’s Why Just as MTV evolved from a dismissed gimmick to a cultural powerhouse, creator marketing is on the cusp of a similar transformation. By recognizing and respecting the unique value creators bring to the table, the industry can harness their potential to drive brand success and cultural relevance in the modern age. The journey from skepticism to acceptance is ongoing, but the momentum is unmistakable: creator marketing is here to stay, and it’s reshaping the future of brand engagement. https://lnkd.in/gjud_wki

What a year it has been! Doechii’s “What It Is” landed at #4 on TikTok’s year end Top Global Tracks List of 2023. Here's some highlights from our digital campaign: - 37 Billion Global TikTok views - 32.8 Million Global TikTok creates - TikTok Peaks: 7.7M weekly creations, 4B weekly views, 1.5M daily TikTok creates - #29 on Billboard Hot 100 (peak) We kicked off our campaign with a TikTok teaser of Doechii rehearsing dance choreo (19.8M views), which fueled a massive influx in dance + POV content from creators across the globe. We set up numerous content collabs with famous TikTok creators, generating millions of views in content: - Niana Guerrero (28.4M video views), The Retirement House (3.2M views), Markell Washington (4.5M views), Plastique Tiara (5.4M views) & more. Our efforts led to content creations from celebrities such as Kim Kardashian, Halle Berry, Halsey, Meagan Good, Remy Ma, JoJo, Chloe Bailey + more. This is all the result of an incredible artist, a great record, + strategic marketing—this was a major team effort. Shoutout to every single person who touched this project. 2024 WE'RE READY!

"First they ignore you, then they laugh at you, then they fight you, then you get invited on their podcast..." That's my prediction regarding the inevitable adoption and continued success of Creators and the Creator Economy. But for a more in-depth look at how Creators impacted the Cannes Lions International Festival of Creativity - and where the industry goes next, check out this fantastic piece in Forbes from Jamie Gutfreund:

Oren Katzeff, CEO of Literally Media, discusses the challenge of keeping legacy brands relevant in the digital age, particularly in the comedy and culture niche. 💾 Literally Media owns iconic brands like Know Your Meme, Cheezburger, eBaum's World, and Cracked, with a global monthly reach exceeding 200 million readers. In the interview, Oren talks about transforming these brands into modern media companies by redefining their editorial voice to align with audience preferences and more.... 👇 #literallymedia #media #publishers #creators #revenue Cobus Heyl Ashley Norris Jeremy Walters

🌟✨ At Bespoke Media Marketing, we believe there's unparalleled joy in discovering your community — your tribe. It's not just about finding an audience; it's about connecting souls and kindred spirits. 🤝 Our mission? To not just find your tribe but to weave a tapestry of connection that turns first-time encounters into lifelong fans and supporters. 🎉 #WeFindYourTribe isn’t just a motto; it’s our promise to create spaces where passion unites and collective brilliance shines. 🔍👥 🚀 Let's embark on this journey together, crafting campaigns that resonate, engage, and inspire. Because when you find your tribe, you're not just heard, you're understood. #BMM #CommunityBuilding #FindYourTribe #bespokemediamarketing #film #television #music #products #brands #brandawareness

Phew. So here we are, another Cannes down. The biggest one yet? Perhaps not, but for Spin, no doubt. We were fortunate enough to take down a big team to get stuck in and see what it’s all about. It was 5 days of an exhausting schedule, digging deep and fully immersing ourselves into everything Cannes has to offer. All the clichés are true. ✅ Everyone wears linen.  ✅ There are a lot of events on yachts.  ✅ Rosé starts early (for a work event).  ✅ The activations are next level. Shout out Stagwell, Meta, Pinterest this year.  ✅ Getting into Spotify is harder than breaking into Fort Knox. ✅ Celebrities are around every corner and some very big ones.  ✅ At 4AM, it’s surprisingly busy out. But here are a couple of observations and new things we learned this year: 1️⃣ Our industry is in a very good place. It is a hive of activity, so much is changing, but under all of it - there is an industry that is thriving with opportunities everywhere.  2️⃣ You can’t just look at ‘Trends’. You have to recognise the difference between Fast Trends, Short-Term Trends & Long-Term trends.  3️⃣ You need a combination of Best Practice, Experimentation & Creativity to succeed. As TikTok said, “Use best practice to raise the floor, use test & learn to find your ceiling”.  4️⃣ Things we’ve known and seen for years and now being discussed at the mainstream level, namely, how the shift to creator-led content leads to greater authenticity BUT it has to perform well.  5️⃣ We should all be asking ourselves, “how can I be creative, in a data-driven way”.  6️⃣ According to Meta, 50% of time on Instagram is now spent on Reels and 75% of those reels are with sound-on.  7️⃣ Some KPIs you may not be tracking that you should - Share-To-View Ratio, Saves, View-Through 30 Seconds.  8️⃣ As Toto Wolff said, “You don’t want to go from Great to Good. You have to be constantly asking yourself and your team, ‘Are you still the best you can be’”? 9️⃣ As Gary Vee says, modern marketing is all about finding under-valued attention and then exploding it - a lot of that under-valued attention right now is in women’s sports.  🔟 We should all be looking towards micro-communities within social to find insights that drive creative ideas. That’s a wrap for 2024. 🇫🇷 Cannes, Merci.  👫 Spin team, it was a pleasure.  🫂 To new friends, see you soon. Au revoir.