Steve Agi’s Post

Who can forget ‘Lemon’, the seminal work by Orlando Wood and its argument that a golden age in AdTech was definitely not matched by a golden age of creativity? Promotional text for Lemon declared: “The advertising brain has stopped working properly. It has lost its power to persuade, its ability to make people feel, and its talent to entertain.” It bemoaned how advertising, once a dazzling art form, admired for creativity, had become a dreary science. This year at The Future of TV Advertising Canada, we will have a panel focused on creativity, evoking audiences' emotions, and providing entertainment. We are looking for best practice in Canada today – what is working and how that is changing. We also want to know how science can be applied to the process of making people feel – by improving creative and its outcomes. This is a panel you can't afford to miss😍👇 Last few tickets left! Hurry and register now👉https://hubs.li/Q01_-P7g0 Spark Foundry's Maryann Rusnak, dentsu's Sarah Thompson, Media Pulse Insights & Technology 's Deborah Gurofsky, Wavemaker's Andy Braunston, Environics Analytics' Jan Kestle. #FTVACanada

Need to know where the future of TV Advertising is heading? Then you should make sure you don't miss this conference on September 12. #FTVACanada #TVAdvertising #DataDriven #ENVIRONICSANALYTICS

Fueled by advancements in digital, the Out-of-Home landscape has undergone a significant transformation in the past decade. Kantar's Lexi Cappalli will be joining a panel of experts to discuss how #OOH has changed, how to optimize your creative, and how to measure impact of the medium. Learn more and register: https://lnkd.in/eUHfHumJ

Last week at Advertising Week Europe, there was a lot of conversation about inclusive advertising being the future of advertising. Innovation, accessibility, and brands cultivating brave partnerships were just some of the key messages industry leaders urged us to take forward. So amidst the murmurs of DEI losing its momentum, what I heard is that DEI is here to stay. In 2024, DEI underpins the creative industry and is now an expectation, not a nice-to-have. Here are some key sound bites I took away: ‘We have to cut through the noise’ — Elizabeth Anyaegbuna ‘I know that having a diverse team is going to make our pitches better and in turn, win over clients, so it’s critical for business’ — Heather Blundell ‘If you’re anti-woke or resisting change, ask yourself why you want things to stay the same' — Munroe Bergdorf ‘Think progress over perfection’ — Henrietta Corley 'Always frame it as something exciting, a change to make creative work more disruptive. That in turn will make a return on inclusion and ensure a return on investment’ — Katy Talikowska ‘DEI has almost become this facade to fix things that were visible but what about the internal problems? Are your teams diverse? There’s rice at home!’ — Irene Agbontaen Read more: https://lnkd.in/erTEXwpF #Advertising #DEI

While I agree with everything in this article, I would argue that little of it is new, but rather a pendulum swing. For instance: RULE 1: make 'product stories' rather than 'people stories'. Prior to the trend of telling people stories, the industry told amazing product stories - it was one of the things that made great creativity stand out because it wasn't easy. RULE 2: Favor product/brand differentiation over emotional connection. In my college ad classes, the thing drilled into our head over all else was to find the USP (Unique Selling Proposition). It was the golden rule of advertising. Throughout my career, one of the most common critiques was "the competition could say that." Rule 3 is indeed a new thing, given the advertising media ecosystem. Rule 4 (repeatability trumps scalability) is also mostly new, for the same reasons as Rule 3, but aspects of it are as old as advertising. There have alway been brands that favor repeatability over scalability whether it be for budgetary (or niche) reasons, or because they value more intimate connections with their audience. #advertising #marketing #creativity #advertisinghistory #cannes

Last week at Cannes: Campaign and UKAEG discussed how new innovations and technology can be used to drive fan engagement and build a sense of community. Read the full article here https://lnkd.in/esWEbdXR Advertising Association #ad #media #technology #advertising

Fueled by advancements in digital, the Out-of-Home landscape has undergone a significant transformation in the past decade. Kantar's Lexi Cappalli will be joining a panel of experts to discuss how #OOH has changed, how to optimize your creative, and how to measure impact of the medium. Learn more and register: https://lnkd.in/g_fvcX3K

Fueled by advancements in digital, the Out-of-Home landscape has undergone a significant transformation in the past decade. Kantar's Lexi Cappalli will be joining a panel of experts to discuss how #OOH has changed, how to optimize your creative, and how to measure impact of the medium. Learn more and register: https://lnkd.in/gvWT3n-V

CBUS 335 Assignment #8 https://lnkd.in/g8tmRprq Check out the piece on multicultural marketing and branding, which I highly suggest. Anybody working in the advertising sector ought to read it, in my opinion. The essay goes in-depth on how advertising has changed as a result of marketing to multicultural consumers. This strategy has helped us gain a more comprehensive awareness of the range of consumer wants and preferences. As a result, we must keep up with this changing environment to develop more inclusive and successful marketing efforts. #marketing335Fall2023 #CAUMarketing

Fueled by advancements in digital, the Out-of-Home landscape has undergone a significant transformation in the past decade. Kantar's Lexi Cappalli will be joining a panel of experts to discuss how #OOH has changed, how to optimize your creative, and how to measure impact of the medium. Learn more and register: https://lnkd.in/e_NJYpq3