DDB Mexico’s Post

If you've a strong opinion about the recent demise of JWT, Y&R and Wunderman as agency brands, this is an interesting read in The Drum. https://lnkd.in/ei-r6TvX

Hats off to the outstanding Rexona, BBDO & Initiative team for winning an Effie at Social Impact #EffieArgentina 2023. Effie is the standard of excellence in our industry, recognizing the so-called effective advertising, ideas / marketing efforts that have proven to contribute to the business. Sedentarism (physical inactivity) is one of the leading causes of preventable death worldwide, growing exponentially since the pandemic. According to the World Health Organization, Argentina is among the Top 20 most sedentary countries in the world. This trend is upsetting consumers’ health and jeopardizing Rexona’s business. If people don’t move (and sweat) … what’s the need of a deodorant… 7 out of 10 Argentineans do not practice any kind of new activity for fear of prejudice and failure. We’ve realized that the most challenging part of trying something new is taking that first step. Together with the Rexona team and BBDO we have created a ground-breaking platform: Primeros Pasos (First Steps), a consumer-relevant platform that aims to break physical inability, creating a safe context to inspire and invite people to take their first step with confidence so nothing can hold them back. We partnered with 15 Professional and Institutions from all over the country in more than 14 sport activities to give consumers the first class for free in an inspiring, unjudgmental context. Primeros Pasos was a ground-breaking campaign with massive cultural impact, becoming a significant first step against the sedentary behavior, inspiring and helping consumers to incorporate movement as daily habit. Not only our business grew to a new record high (#1 Brand on Male & Female, 6pts of Penetration vs. YA, 12% Brand Favorability, 16% Purchase Intent) but 87% of the people who attended to Primeros Pasos continued practicing sports on a regular basis. Primeros Pasos is a reconfirmation that Purpose designed to serve consumers in a meaningful & cultural relevant way can also drive our business forward. When our consumers move, our business became unstoppable. Congrats to the unstoppable team #EffieArgentina Effie Awards Argentina Maria Micaela García Alai Paulo Avila Agustin C. Ana Paula D. Julián Sosa Collado Rocio Serafini Mariana Giordano Victoria Iñiguez Novello Ariel Bergamo Joaquin Schamber Romina Furci Nicolás Woszezenczuk Manuel Ocon Natalia Lugo Jorge Raúl Martínez Moschini Rosario Galeano Belén Martínez Cima

Long time ago, pre Covid, I left my showroom in Madrid and I moved to London. I couldn't see future in my own business. I had my own PR and Comms agency since 2006. Not sure if I will celebrate my 20 years in the business though. The reason: different factors. Today I will talk about one that irritates me specially: THE MEDIA itself. I share the link that exemplifies what I will explain. When I started in PR, the rules were clear. Existed PUBLICITY, PR, COMMUNICATION, EVENTS... Was clear that, publicity was something you paid for. To be in the press without paying for it, to have the media attention and dedication, its value, you had to do something special, have a product with value, something that was interesting for the consumer. Obviously, as a brand, you would work on PR, EVENTS... to win that attention and interest from the press, but at least, the consumer would know that the journalists were recommending something involving their prestige, reputation. Of course was hard for small brands! they had to compete with big names and budgets. But, with PR, imagination, originality and quality, all brands had a chance and customers had good recommendations. Now, since the MEDIA has been INCAPABLE to reinvent their own business, they decided go and BURN everything else. Now, Media took the place of PR Agencies and they offer news and space to brands, under a price, to recommend to the readers their products and sell their story. Well done for all of them. Bad for us, the agencies who, again, we lost our meaning in nowadays system for our own mistakes too. Bad for customers specially, who will keep reading not honest recommendations but publicity undercover. For the brands... I don't know what can I say. They were paying us, now they are paying the media. Will be a successful solution? I don't know. I was, I am and I always will be a PR (Public Relations) believer and defender. Elegant, solid, meaningful way to sell (let's face it, all ends up there, doesn't matter if you sell a public image/person, a product or event), but at least, there was a thoughtful job, strategy and solid relationships in that way to do things. DRIVEN ASSOCIATES Here the example: https://lnkd.in/ezSnt86V

#Creativity and innovation are two key words in the advertising world that are also closely related 🙌🏻, mainly because without creativity there would be no innovation. That's why, to celebrate the International Day of Creativity and Innovation, PROGRAMMATIC SPAIN asked us about the role that creativity plays today in the #marketingdigital sector ✨ and how we at Labelium Play help brands reach their consumers through #innovation. "With an increasingly saturated and volatile marketplace, good creativity allows companies to remain competitive and relevant in the digital age we live in. That's why advertisers must continue to capture the attention of their target audience, and a good creative strategy that allows them to make noise and stand out from the rest is key" - Lucía González, Founder & Managing Director at Labelium Play Get all the details 👉 https://lnkd.in/d5q8jXBV And remember that in #LabeliumPlay, innovation is one of our pillars to create revolutionary strategies in the digital audiovisual ecosystem 🚀

Kantar's latest study highlights the attitude of Flemish consumers towards advertising   🚀 OOH and DOOH media stand out as particularly favored by consumers, with DOOH ranking second in receptivity among Belgian marketers and OOH topping the list as the number one mass media among Belgian consumers.   #JCDecaux #Study #OOH #DOOH #advertising #KantarBelgium #MediaReactions2023 #Insights

Ashutosh & Iraj take us through DDB Tribal's exciting journey of building the agency of the future. In an exclusive interview by Meenakshi Verma Ambawani with @hindubusinessline, they speak about the distinct opportunities full-funnel marketing gives to marketers' across the customer's journey. Read it here: https://bit.ly/45RuvyD #AgencyOfFuture #DDBTribal #AgencyModel #Advertising

Finally found an article about the recent merger! Some valid points, but nowhere is the financial implication of an actual merger of agencies is explained. A M&A is very much a well-considered financial exercise over time. Maybe one agency needed business rescue from another? Abit of a scathing article about aesthetics, without a holistic POV. An interesting read none-the-less.

Some of the best ads ever made were designed to wear out.   A spate of commentary has recently emerged on the topic of ad wear out and the implications for the creative budget. To paraphrase: ad wear-out generally doesn’t exist and marketers would do well to shift next year’s creative budget to media.   But taking the discussion literally, misses the point. The intended message is to caution marketers against an inclination to put their name on something new which, if not properly considered, can harm the health of their brand.   So, when is a brand ad refresh called for?   An instance of a well-timed brand ad refresh is one that aligns with a major culturally relevant event. Take Unilever Australia’s Rexona TVC for the 2023 FIFA Women's World Cup, for instance. The ad nicely extended Rexona's 'Not Done Yet' brand platform by celebrating Sam Kerr's much-anticipated return from injury. A link to the ad can be found in the comments.   According to an analysis of Adgile’s VOD campaign data, what we found is that brand ads tailored for specific events tend to generate significantly higher viewer engagement than other brand ads. But here's the most interesting part: these contextually relevant ads perform 4 times better when they are new (less than 1 year old) rather than when they are old!   For good measure, we also tested 'non-contextually relevant' (or all other) brand ads – those without specific alignment to a culturally relevant event. What we found here is the opposite: that the older ones typically outperform the newer ones. This is an indication that newer 'regular' brand ads still need to wear in.   The takeaway here is that while wear-out might be less of a concern for regular brand ads, tactical brand ads are one example of the power of regular investment in creativity. It’s clear that the brand creative budget is far from needing an unconditional slash. #vod #television #advertising #creativity #brandbuilding #effectiveness Liz Lohman Shaun Lohman Craig Service Mark Schanzl Erin Rolla Kayla Jooste Isaac Stefaniw Simon Eames Kyle Marshall Sam Bentley Cassidhe Lock Alexandra Monneret Adrian Gonzalez Grant Wechsel

This rebranding hurts, I haven't done it After 2 years working on the brand, from 2006 to 2008, Old Spice decides to move to Wieden Kennedy. Everybody thinks that this move is weird because we tried almost everything in Saatchi & Saatchi London, and we're still struggling. Originally introduced in 1937, Old Spice was primarily known for its traditional, classic scents targeted towards an older demographic. However, in the early 2000s, Old Spice began to experience a decline in sales and relevance as younger consumers gravitated towards newer, trendier brands. In 2010, Old Spice launched a bold and innovative rebranding campaign aimed at capturing the attention of a younger audience. The campaign, titled "The Man Your Man Could Smell Like," featured humorous and surreal commercials starring former NFL player Isaiah Mustafa. These commercials quickly went viral, generating widespread attention and praise for their creativity and humor. 💥 New, modern, edgy and irreverent brand image 💥Feminine target for a product for male users. Clever 💥New product lines and scents geared towards a younger demographic, 💥Engaging Marketing Campaigns. Well, you know it (if not link below) 💥Digitalisation more than traditional media - interactive online content, such as personalised video responses to consumer comments and questions, allowing the brand to engage directly with its audience in a fun and memorable way. Old Spice experienced a resurgence in popularity and sales, becoming a cultural phenomenon and reclaiming its status as a leading brand in the men's grooming industry. Boom. It's always interesting to see what should have been done. https://lnkd.in/dSUc7B8 #brands #rebranding #challengerbrands #oldspice #neon42

Solid mix of brand, digital, content and OOH trends in my feed last week, let’s process them👇 🔥 Glossier, Inc. & Shopify perfect a QR Code OOH Geolocation IRL URL blend. Glossier’s newest launch leverages Shop for a geotargeted campaign spanning IRL & URL. What if they’d tested this beyond billboards? 🔥🔥 We’re post fixed brand identity (tbh this isnt really a new trend but I saw a slightly new take and thought it worth reiterating.) Brand identities can no longer be fixed; they need to make room for multiple aesthetics to coexist, because consumers are trying on multiple identities all the time. Brands, your strategy is the frame and the aesthetics of your consumers are the picture. Learn from beauty brands like rhode skin; obviously they get it. 🔥🔥🔥Rachel Karten wrote in Link in Bio “Your brand’s ordinary is your audience’s extraordinary.” Showcasing the details of your everyday work can captivate and engage your audience, making them feel like insiders (this doesn’t mean forcing your employees to participate in trending TikTok’s!) 🔥🔥🔥🔥British Airways’ new safety video, “May We Haveth One’s Attention,” directed by Sharon Maguire with costumes by Jenny Beavan, is more than a safety briefing. It’s a five-minute costume drama that ties into the brand’s values and culture. The video is a reflection of British Airways’ commitment to bringing the spirit of a proud, modern Britain to the world. Some might say the Bridgerton phase has passed but to me this is more about turning something boring into engaging while also celebrating Britishness in a playful, creative way. As always, love the work of Uncommon Creative Studio. 🔥🔥🔥🔥🔥 Are We Happy About Memetic Product Launches? Hours after Megan Thee Stallion was onstage calling for Hotties for Harris, merch was up on TikTok Shop. This rapid reaction to trending topics can drive significant attention and sales. Brands that can quickly license, print, and distribute culturally relevant products will thrive on platforms like TikTok. Will link all of the content that helped me process in the comments! What do you guys think? Are these vids too long? Thinking of making single trend ones… #marketingtrends #socialmedia #tiktok #brandstrategy #consumerinsights #ooh #advertising #marketing #trends