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Did you know that Six dominates the advertising world? 🌍 WPP Omnicom Publicis Havas Interpublic Group (IPG) Dentsu Creative collectively earned $68.9 billion in 2023! 🚀 These giants manage countless agencies and work with top brands like Coca-Cola, Apple, and Toyota. Want to dive into the details? 📈💡 Check out the full scoop here: https://lnkd.in/dZfyXHU4 #Advertising #Marketing #BigSix

This is a #mediapositive to every single person who has delivered work good enough to be recognised by their peers. Congratulations. It's always harder than you imagine, and time seems to go faster than the free drinks at a media party. But of the 186 shortlisted Campaign Media Award entries, 96% come from media agencies within the Top 20 (Campaign School report billing 2023) Just 3.7% have come from agencies outside of this, six agencies: Total Media, Bountiful Cow, Yonder Media, dentsu X, Flourish - Customer Journey Marketing & Craft Media London As a small agency, getting your work through the volume of entries from the top 20 means that this recognition means so much more. The truth is it is harder to cut through and at £500 an entry and £7,000 a table even entering these awards is a huge investment for smaller agencies and one that they have to be super selective at making. We also want to  #mediapositive to Spark Foundry for Benriach, Total Media for Greene King, Propersnacks (for yourselves), M&C Saatchi London for The Ben Kinsella Trust, the7stars for Ka Drinks, Goodstuff for Gu. Six entries with a reported media investment across 2023 of circa £4m  Versus the shortlist pool of over £2bn (2023 AdIntel) Congratulations to you specifically and the teams involved in these, because you were starting with a huge disadvantage. Despite that you got a shortlist, and managed to get a panel to see the great work you did. So what's that disadvantage? You're not spending millions every month, and so don’t enjoy that latent awareness within the judging room, and the familiarity that comes from having 8-or-9 figure media budgets and creative budget to match. You don’t in short, have availability bias. We've been guilty of this in the past, drawing on the deeply woven tapestry of knowledge and emotion regarding a significant brand (age, adspend and recency being some of the factors) rather than trying to be deliberate about the work in front of us. And this surely has to be impacting the shortlist of the ‘under £250k’ category: Walkers, Lloyds, Sky, Channel 4 & Audible are all shortlisted, brands which have spent heavily (and consistently) outside of this ‘campaign’ who are being compared to Ben Kinsella Trust, Mitchum deodorant and Gu. If you are fighting with these giants and holding your own you should really celebrate your achievements. At Craft we passionately believe good strategy drives business growth and should be available to all clients, not just the biggest spenders in media. And maybe we need to find another way to surface and celebrate the real depth of planning and effort that happens on the longtail and not just for the already highly familiar and famous. Welldone to everyone involved in every entry, and I wish you all the best of luck come the 18th April. But a particular well done to those whose cream has risen to the top in challenging circumstances - we see you especially and we tip our Crafty hat. #mediapositive

The Cannes Lions International Festival of Creativity is a prestigious event, celebrating the most innovative campaigns globally. Winning a Cannes Lion is often seen as the pinnacle of an advertising career. However, the essence of advertising lies in effective communication, conveying messages that resonate, influence behavior, and drive positive outcomes. The most impactful campaigns address real-world issues, whether promoting life-improving products, advocating for social change, or raising critical awareness. By prioritizing these objectives, advertisers can create work that stands out creatively and makes a significant difference. A Cannes Lion win and solving real-world problems can coexist, however, an overemphasis on awards can overshadow the true purpose of advertising. We must remember that while awards validate creative excellence, the ultimate goal is to create work that benefits and resonates with the audience. Let’s be brutally honest. Winning all the Cannes awards won't matter if the agency loses any clients, you'll lose your job. Focus on meaningful work. Producing more impactful campaigns and building stronger and more authentic connections with our audiences is the real win!

The agency reportedly secured around $3.3 billion in net new business, which includes wins from new pitches and successful defenses, such as retaining the $2.2 billion Volkswagen global account. OMD, a sister agency, ranked second with almost $1.5 billion in new business and client retentions. Key contributions to this total include winning the consolidated U.S. account for Gap Inc. ($590 million) and retaining the Mercedes-Benz Group account in China ($110 million). Starcom secured the third position, achieving the largest amount of new client wins, totaling $1.2 billion. Notable accounts included the global Lego account ($440 million) and Nestlé China ($420 million). When excluding account retentions, Starcom led the rankings, followed by OMD Worldwide and Spark Foundry . To read more, click link below 👇 https://lnkd.in/evstj9J3 • • #marketingedgem #marketingedge #industrynews #imc #branding #adverting #marketing #digitalmarketing

This is #mediapositive to every single person who has work good enough to be recognised in Campaign UK media awards. Congratulations. It's always harder than you imagine, and time goes faster than the free drinks at a media party. But with 186 entries within media agency categories, 96% of them have come from media agencies within the Top 20 (Campaign School report billing 2023). Just 3.7% have come from agencies outside of this, six agencies:  Total Media, Bountiful Cow, Yonder Media, dentsu X, Flourish Direct Marketing & Craft Media London As a small agency, getting your work through the volume of entries from the top 20 means that this recognition means so much more. The truth is it is harder to cut through and at £500 an entry and £7,000 a table even entering these awards is a huge investment for smaller agencies and one that they have to be super selective at making.  We also want to  #mediapositive to Spark Foundry for Benriach, Total Media for Greene King, Propersnacks (for yourselves), M&C Saatchi Group for The Ben Kinsella Trust, the7stars for Ka Drinks, Goodstuff for Gu. Six entries with a reported media investment across 2023 of circa £4m Vs the shortlist pool of over £2bn (2023 AdIntel) Congratulations to you specifically and the teams involved in these, because you were starting with a huge disadvantage. Despite that you got a shortlist, and managed to get a panel to see the great work you did. So what's that huge disadvantage? You are not spending millions every month, and therefore don’t enjoy that latent awareness within the judging room, and the familiarity that comes from having eight or nine figure media budgets and creative budget to match. You don’t in short, have availability bias.   We've been guilty of this in the past, drawing on the deeply woven tapestry of knowledge and emotion regarding a significant brand (age, adspend and recency being some of the factors) rather than trying to be deliberate about the work in front of us.  And this surely has to be impacting the shortlist of the ‘under £250k’ category: Walkers, Lloyds, Sky, Channel 4 & Audible are all shortlisted, brands which have spent heavily (and consistently) outside of this ‘campaign’ who are being compared to Ben Kinsella Trust, Mitchum deodorant and Gu. If you are fighting with these giants and holding your own you should really celebrate your achievements At Craft we passionately believe good strategy drives business growth and should be available to all clients, not just the biggest spenders in media. And maybe we need to find another way to surface and celebrate the real depth of planning and effort that happens on the longtail and not just for the already highly familiar and famous.  Well done to everyone involved in every entry, and I wish you all the best of luck come the 18th April. But a particular well done to those whose cream has risen to the top in challenging circumstances - we see you especially and we tip our Crafty hat. #mediapositive 💛

Will Ogilvy, WPP & AB InBev retain their top spots in the largest-ever World Creative Rankings? The annual ranking of the world’s most awarded creatives, companies and campaigns will soon be revealed as we share the results of the most extensive World Creative Rankings. Find out more here: https://lnkd.in/ehab5KAx Get a recap on the agencies, advertisers, individuals and ad campaigns that scooped the top spots in 2023 here: https://lnkd.in/e8a7tPt #creativity #advertising #marketing #worldcreativerankings

This is a #mediapositive to every single person who has delivered work good enough to be recognised by their peers at the Campaign UK media awards. Congratulations. It's always harder than you imagine, and time seems to go faster than the free drinks at a media party. But with 186 entries within media agency categories, 96% of them have come from media agencies within the Top 20 (Campaign Billing report). Just 3.7% come from agencies outside of this, six agencies:  TotalMedia UM, Bountiful Cow, Yonder Media, dentsu X, Flourish - Customer Journey Marketing & Craft Media London As a small agency, getting your work through the volume of entries from the top 20 means that this recognition means so much more. The truth is it is harder to cut through and at £500 an entry and £7,000 a table even entering these awards is a huge investment for smaller agencies and one that they have to be super selective at making. Huge  #mediapositive to Spark Foundry for BenRiach, TotalMedia UM for Greene King, Propersnacks, M&C SAATCHI.GAD for The Ben Kinsella Trust, the7stars for KA Drinks, Goodstuff for Gu Chocolate Puds Six entries with a reported media investment across 2023 of circa £4m  Versus the shortlist pool of over £2bn (2023 AdIntel) Congratulations to you specifically and the teams involved in these, because you were starting with a disadvantage. Despite that you got a shortlist, and managed to get a panel to see the great work you did. So what's that disadvantage? You're not spending millions every month, and therefore don’t enjoy that latent awareness within the judging room, and the familiarity that comes from having eight or nine figure media budgets & creative budget to match. You don’t in short, have availability bias.  We've been guilty of this in the past, drawing on the deeply woven tapestry of knowledge and emotion regarding a significant brand (age, adspend and recency being some of the factors) rather than trying to be deliberate about the work in front of us. And this surely has to be impacting the shortlist of the ‘under £250k’ category: Walkers, Lloyds, Sky, Channel 4 & Audible are all shortlisted, brands which have spent heavily (and consistently) outside of this ‘campaign’ who are being compared to Ben Kinsella Trust, Mitchum deodorant and Gu. If you are fighting with these giants and holding your own you should really celebrate your achievements At Craft we passionately believe good strategy drives business growth and should be available to all clients, not just the biggest spenders in media. And maybe we need to find another way to surface and celebrate the real depth of planning and effort that happens on the longtail and not just for the already highly familiar and famous. Well done to everyone involved. I wish you all the best of luck come the 18th April.  But a particular well done to those whose cream has risen to the top in challenging circumstances - we see you especially and we tip our Crafty hat. #mediapositive

I learned a lot from this panel, sitting alongside two smart marketers Xhemile Poley Georgie Broadhead for whom Cannes takes up a lot of headspace. FWIW some of my insights are: - Planning for Cannes Lions 2025 should have started the week after Cannes 2024: spaces are limited but momentum is very important, too - Stacking your calendar with meetings is a rookie error. The real ROI will be generated from serendipity: the meetings you didn't expect. Build 'networking' time into your calendar (kids, that will mean putting your phone away and talking to someone you don't know...) - Make sure you have people who are surveilling the competition; don't just stick to your area. Or employ people to see what others are doing. (Or invite trade journalists like ME on to a panel and just ask!!) - Finally, is it all worth it? Yes. You might not like it but agencies, media owners and marketers plan their entire year around Cannes Lions. The good news is you don't have to host a big activation or create loads of content because the audience is now so wide and diverse that guerrilla/targeted options are feasible. Be clear about what the marketing objective is and don't be distracted by all the shiny things you will see. Thanks for inviting me Bluestripe Group Justin Pearse Andy Oakes

When promoted at 28 to Corporate General Manager of a division at one of the nation’s leading broadcast networks it was NOT the result of how much I knew.   In fact, it all happened because of how much I didn’t!   Years later, when I pioneered Emotional Trigger Research, it was based on the marketing strategy that had proved so profitable.   Here’s the backstory of what led to the most successful new business development operation in their 50-year history.   I was charged with generating new business for the radio division.   Previous attempts had continually proven unsuccessful because back then 99% of all media buys came through ad agencies.   And, because of potential conflicts with national rep contracts, I was prevented from calling on agencies.   If I tried to meet directly with corporate executives, they’d just refer me back to their agency.   A new strategy was needed.   So, I organized a LISTENING TOUR.   I reached out to the CEO’s or Presidents of consumer product companies and asked if I could meet with them just to pick their brain.   The majority agreed.   I spent the next three months crisscrossing the country to gain an understanding of what mattered most to them.   Rather than taking a conventional approach, I decided on a back door strategy of provocative open-ended questions.   By surprising them with questions they didn’t anticipate, I hoped to gain more authentic insights into what motivated their decisions.   I began by asking “when you’re having cocktails with a competitor at an industry gathering, what’s going through your mind of how they may screw you?”.   The question met with uproarious laughter.   And then they dished!   They said advertising didn’t generate nearly as much incremental revenue as additional in-store display space.   And their greatest fear was losing point-of-sale exposure to their competition.   That insight led to a new venture targeting the sales and not the advertising budgets of consumer product companies because those budgets weren’t off limits.   This is how the new venture worked ...   Companies purchased free advertising on behalf of their retail customers in exchange for prime product exposure in every store in that broadcast market for the duration of the campaign.   It was a huge success.   𝗖𝗢𝗠𝗣𝗔𝗡𝗜𝗘𝗦 𝗚𝗘𝗡𝗘𝗥𝗔𝗧𝗘𝗗 𝗨𝗣 𝗧𝗢 𝗔 𝟲𝗫 𝗥𝗢𝗜!   And the network gained a lucrative new revenue stream that wasn’t dependent on ratings!   Within the first year, 5 national companies came on board.   That’s when I learned that by asking provocative unexpected questions and then REALLY listening, customers will literally hand you the blueprint for how to get their business.   Illustration: Institute of Public Speaking   Ring the 🔔 on my profile to follow Linda Goodman for marketing strategy and business development content.   #MarketingStrategy #Sales #BusinessDevelopment #EmotionalTriggerResearch #CEO #Entrepreneurship  

One of the most profound gifts you can give another human being is genuinely listening to them. Listening at this level opens doors to encouragement as well. You hear what matters to them, their struggles, and what they value. If you want to encourage someone, start with listening. #ikigai