Creative Review’s Post

💡Need some guidance & inspiration in crafting your entry in view of the final deadline? 🎯We've asked our Jury Co-Chair, ayesha walawalkar, Chief Strategy Officer, MullenLowe Group UK, to give you some advice, so you can focus on what matters most. Get inspired now, read the full article at https://shorturl.at/acqA1 #EffieEurope

We are a month on from the Campaign UK Breakfast Briefing ‘The Year Ahead’ where speakers including Leo Burnett's Chaka Sobhani and Saatchi & Saatchi’s Richard Huntington, discussed what lies ahead for adland in 2024. Besides the continued and healthy conversations around inclusion, hybrid working and AI, here are the three thoughts that have stayed with me… 1. Times have changed:  Our nights out will begin and end earlier. The hardest reservation to get in a restaurant now is the first sitting, the National Theatre are trialing earlier show times and Annie Mac is hosting raves that get you home before bedtime. Let’s check our audiences are still where we think they are. 2. We are responsible for setting the tone:  I’ve always subscribed to the theory of the self-fulfilling prophecy so was pleased to hear the panel acknowledge how powerful this can be as a collective. Optimism and hope starts with us. There’s enough doom and gloom out there. Let’s not add to it with more negativity. Sew the seed of positivity and possibility and watch it flourish. 3. Find the fun:  Dan Morris from The Or said it’s our job to “sprinkle some sugar on the medicine“. In challenging times we need a spark of joy. This certainly explains the wave of briefs we have received that are steeped in comedy or nostalgic nods of happier times. More of this please creatives! #CamYearAhead #KruLive #BrandExperiences #EventProfs #EventStaffing #LoveForPeople

How to make a Christmas commercial that breaks all the rules.

The Power of Localisation in Advertising In today's globalised world, the importance of localisation in advertising cannot be overstated. For global giants like McDonald's, understanding and adapting to local nuances is paramount. Check out The Marketing Meetup's post showing the advert; where the subtlest of changes, such as switching a janitor to a local security guard, made a profound impact. It's these minute details that can significantly enhance resonance with the target audience. A big shoutout to the creative teams out there who go the extra mile to ensure their campaigns are culturally sensitive and relevant. Your attention to detail does not go unnoticed! 👏 #Advertising #Localisation #GlobalBrands #AttentionToDetail

VML’s Debbi Vandeven is the most-awarded CCO in the world in this year's World Creative Rankings. The Drum's Amy Houston managed to pin Debbi down to find out more about her creative career and what has kept the year's most-awarded creative chief at VML for over two decades. Read it here: https://lnkd.in/eb6rEspf Check out which companies made the World Creative Rankings here: https://lnkd.in/ectTDakt #advertising #creativity #mycreativecareer #worldcreativerankings

This is excellent stuff. Rarely do we see different executions of the same idea. Here, the famous McDonald's ad, directed by the great Edgar Wright, has been localized to an Arabic region. Thanks, The Marketing Meetup, for digging up this example 🔥🔥 #marketing #advertising #videoads

Great insights on the evolution of Strategy in Advertising!

Think globally, act locally…

Day 2 of the Cannes Lions International Festival of Creativity ranks as one of the most interesting and insightful. Here's my M&C Saatchi Group South Africa Brutally Simple recap. Don't forget to check-out Jacques Burger's perspective and recap as well. > IN A WORD < Fundamentals If you were at Cannes yesterday it was a powerful reminder of getting the fundamentals right. Mark Pritchard (CMO P&G) talked about "everyday creativity" and the power of fining those small human moments that invoke feeling and to focus on how your brand contributes to that feeling. Obvious right? But rarely practiced. The CMO of JP Morgan Stanley Chase reflected on the journey of being purpose led - a simple observation: you know purpose is working "when people act on it when no-one is looking". And really useful research and data from EY on the need to re-define (and remind!) the C-suit on the role of brand - and that to get there we need a simpler, clearer language in marketing. But probably the most incisive and fundamental perspective was from Mark Ritson: "Before even beginning to get to a strategy, let alone the tactics, have you taken the time to diagnose the market?" > IN A QUOTE < "It turned out telling a good story was better than showing a giant call to action." - Laura Jones, CMO InstaCard Critical insights for all marketing and business decisions makers came from Laura Jones' talk sharing her journey on building the case for brand at Instcart (the multi-billion dollar delivery brand), taking Instacart from a "transactional product" to an "inspirational brand". And yes, with absolute empirical evidence demonstrated to the business the significant value the shift from being performance led (and they are a tech business) to being brand led has had on the bottom line. I'll be pulling this case study together to share widely! > IN A PIECE OF WORK < Dove do it again. Following on from my post yesterday, they consistently take their timeless message to market, in a powerfully timely way. This is powerful and important work👇