Francisco Porras

A selection of endorsements for The Smart Advertising Book (lnkd.in/eCMQAesc). "Truly a perfect synthesis of many dogmas related to advertising." Alberto Narenti, Head of Advertising and Strategy, Site by Site.   "A great refresh. I've already recommended it to a colleague looking to transition to marketing." Jason Lee Salt, Digital Analytics Manager, Alzheimer’s Society.   "Absolutely packed full of stuff to make your advertising better. It takes so much of the academic stuff and makes it easy to digest. I’m a Big fan of his illustrations on his LinkedIn too!" Sam Werngren, Regional Business Director, Creme Digital.   "I love your collection of smart little books, Dan White. They are a useful condensé of essential marketing knowledge, and the illustrations are really cool and self-explanatory." Louisa Guelceé, Head of Marketing, Rex London.   "Dan White's new book The Smart Advertising Book is the complete, evidence-based and concise guide for advertising effectiveness." Neil Krikul, Marketing Consultant, GoodSense.   "This is fantastic as all the others. It's smart, comprehensive - another masterpiece." Tom Elmer, MKTPROF, Adjunct Professor of Marketing, West Chester University of Pennsylvania.   "The Smart Advertising Book is a useful romp through the advertising ecosystem, with loads of practical advice supported by proof points. It's both a primer for those new to the industry and a reminder to those who have worked in it for decades." Karl Weaver, SVP, Head of Consulting EMEA, MediaLink.   "A great summary of the ‘state of the art’! It includes so many pointers on every aspect of making ads work, presented in bite-sized, easily readable, digestible chunks. Your trilogy of books should be recommended reading for all brand managers!" Steve Messenger, CEO, RedRoute International Ltd.   "If you’re a marketer worried about losing your hair, don’t go spending a lot of money on fancy serums; just buy this book. Dan’s powerfully simple way of illustrating complex ideas takes a lot of the stress out of marketing and will leave your hair looking more like Mark Ritson’s than mine does." Johnny Corbett, Chief Marketing and Revenues Officer, KinectAir.   "Dan’s broad view of an advertising model including long and short-term effects is a great summary of some of the best of recent thinking. Anyone new to the area picking up your book would be set off on the right path." Adrian Langford, Director of Strategy and Planning, Jaywing. #advertising #marketing #media #sales #business #entrepreneurship #smartmarketing.

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The Timeless Impact of Apple's "Think Different" Campaign on Modern Marketing Thanks to Carlos Molina del Rio's morning analysis and his MultiVersial newsletter, today I revisited Apple's famous campaign. Launched in 1997, this campaign did more than just advertise products; it revolutionized how we think about brand identity and storytelling in marketing. Here are key takeaways from the "Think Different" campaign that are incredibly relevant today (Sources in brackets): Emotional Storytelling: Apple used emotional narratives to connect with audiences on a deeper level. By celebrating visionaries like Albert Einstein and Martin Luther King Jr., the campaign tapped into powerful human stories that resonated widely. Modern marketing continues to leverage this approach, focusing on authentic stories to create emotional bonds with consumers​ (https://lnkd.in/dizFcVUZ)​​ (https://lnkd.in/dyyDsiPw)​. Strong Brand Identity: "Think Different" wasn't just a tagline; it was a statement of Apple's core values—innovation, creativity, and challenging the status quo. This strategic move redefined Apple's brand and set a new benchmark for brand positioning. Today, brands strive to align their messaging with their core values to build a strong, relatable identity​ (https://lnkd.in/dabN5Dzx)​​ (https://lnkd.in/dtX5yuyR)​. Simplicity and Clarity: The simplicity of "Think Different" made it a memorable and effective message. This principle of clear and concise communication remains vital in today's cluttered advertising landscape​ (https://lnkd.in/dizFcVUZ)​. Integrated Marketing: The campaign extended beyond traditional advertising, influencing product design, packaging, and corporate culture. This holistic approach ensures that every touchpoint reinforces the brand message, a strategy widely adopted by successful companies today​ (https://lnkd.in/dyyDsiPw)​. Focus on Innovation: By emphasizing its commitment to innovation, Apple inspired not just consumers but also competitors to prioritize creativity and forward-thinking in their marketing strategies. This focus on innovation continues to be a key driver in tech and other industries​ (https://lnkd.in/d5MVzSkz)​. Do you agree? #Marketing #Branding #Storytelling #Innovation #ThinkDifferent #Apple #MarketingStrategy #EmotionalConnection #BrandIdentity #IntegratedMarketing

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It's not just an event, it's an experience! From influencer marketing, CTV, retail media, AI, creators, social strategy, gaming, programmatic, and more. Join us July 17-19, ANA's Digital & Social Media Conference at the InterContinental in DTLA. Who you'll see: 🪒 MANSCAPED’s Chief Marketing Officer on how the challenger brand is standing out in a crowded marketplace  Marcelo Kertesz 🍕 Domino's Chief Digital Officer Christopher "CTM" Thomas-Moore on the secrets behind the iconic pizza brand’s digital reinvention 🌮 El Pollo Loco’s VP of Integrated Marketing Gabe Alonso on their social-first approach that puts creators at the heart of the brand 🚙  Ford's chief futurist Jennifer Brace on how the automaker is harnessing AI  🛀🏿 Hartbeat’s Head of Marketing Janina Lundy on how P&G enlisted comedians on TikTok to bring humor to stigmatized conversations   🍺 Molson Coors’ Director of Precision Media Anna Johnson on data collection in the wake of impending cookie deprecation 🎧 JBL's Director of Content & Paid Media on activating within subcultures and creatively partnering with artists & athletes Katie A. Raymond 📈 Amy Hu CMO at New York Life on how the Fortune 100 company leverages audience segmentation, precise targeting & a robust measurement framework 💊 Pfizer’s VP of Performance Media Joshua Palau on their innovative approach that leverages in-house talent alongside specialized agencies 🩰 The San Francisco Ballet’s CMO Lisa Poppen on embracing AI-generated content and strategic media placements to achieve remarkable results on a small budget  https://lnkd.in/g-wwh3xm  

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An interesting article our CEO Brian Kolb shared with me. It was fascinating to read what these global business execs are thinking and discussing related to the future of AI and its effects on their businesses. FIPP World Media Congress 2024: Artificial Intelligence "At last week’s 46th FIPP World Media Congress held in Cascais, Portugal, one of the central themes was artificial intelligence. To jump or not to jump, and if so, on what terms? These and many other questions were covered across the Congress’ two days." EVG Media

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