Asmita Dubey

Continuing my sharing of posts about brand growth; a lot to unpack here. The real meat is in the link below, but me key takeaways are... - 💡 Kantar unveiled a blueprint for brand growth, analyzing 6.5 billion global data points (that is a lot!). - 📊 Emphasizes creating meaningful differences for volume and market share growth. - 🌐 Increased presence across customer journey touchpoints boosts buyer engagement. - 🚀 Focus on finding new spaces leads to revenue growth. - 💰 Prioritizes profitability over volume sales. - 🎯 Differentiation crucial for consumer connections and commercial success. - 🍺 Brands like Guinness exemplify meaningful differentiation. - 📈 Emotional connections crucial for boosting sales and loyalty. ... as they say, we can take that to the bank! https://lnkd.in/gBCycziQ

6

Delighted to share the latest insights from META confirming what many in the industry have long understood: performance marketing, while valuable, doesn't always yield the expected outcomes on its own. It's a crucial piece of the puzzle, but not the entire picture. #PerformanceMarketing #MarketingInsights #LongShort #BrandBuilding #Advertising #MediaStrategy

3

This is a very good reflection around our Dove The Code campaign. Very grateful for it! The effectiveness of "social" or "purpose" marketing that comes out of this study is a reminder that if your brand talks about topics that matter and does something about them, you might well be building your brand in short term too. Hope more brands see this path. PS. Small build. We are not anti-AI, just hoping to get a more diverse representation of beauty in AI, which can be possible.

58

1 commentaire

Exciting news for the haircare category from Fenty Beauty! The launch of Fenty Beauty's new haircare line by Rihanna is an exciting development with both promising prospects and potential challenges. As a voice-of-consumer expert, I couldn't ignore this much-anticipated launch, as Fenty Beauty is often highly praised in my conversations with consumers for its quality and inclusivity. I personally see the following factors that play in favor of this launch: Strong brand equity: Leveraging the success of Fenty Beauty, Fenty Hair can definitely attract a loyal customer base as consumers anticipate the brand's product to be high-quality. High market demand: The global haircare market is growing, with a projected value of $107 billion by 2027. Fenty's focus on diverse hair types aligns with consumer needs and can be a significant point of differentiation in this category. Rihanna's personal brand: Rihanna’s influence and deep involvement with the brand is crucial for attracting a broad audience and helping spread awareness about a new product line. However, navigating market competition and maintaining authenticity will be essential for success. The #haircare industry is crowded with established brands and other celebrity-endorsed products which compete for consumers’ attention. Additionally, there has been ongoing public discussion about the perceived authenticity of the Fenty Hair brand and its founder, Rihanna, who is known for wearing wigs and extensions rather than showing her natural hair. Addressing these perceptions will be critical for building consumer trust and not losing a loyal customer base. I’m personally excited to see how Fenty Hair performs in the haircare industry.

2

As the world of advertising converges in the south of France to celebrate winners of #canneslions, a different group of winners have already been unveiled in the first half of June. 13 CMOs, including 10 women and 3 men, were announced. Of these, 3 CMOs were promoted internally, while 10 were external hires. 8 of these marketing leaders are stepping into the role for the first time. Industries with the most CMO hires include Software Development (3), IT Services and Consulting (3), Retail (2), and Media and Entertainment (2). Geographically, California led the way with 3 new CMOs, followed by New York with 2. In this edition of CMO Moves, we feature the new marketing chiefs at Lowe's Companies, Inc. Smashburger, and DXC Technology. Check the link below for more details: https://lnkd.in/g8qg5Y4Y #CMOMoves #CMOLadder #CMOInsights

12

🚀Kantar Media’s Campaign Audience Validation™ tool empowered Publicis Groupe to unlock value for Alpina, gaining greater control over its Finesse launch campaign. 📊Working with its agency Publicis, Alpina needed accurate data and insights to inform its advertising strategies in this highly competitive category and to optimise its campaign to ensure it reached its target audience. 🤝Publicis partnered with Kantar Media for the launch of Finesse, collaborating to optimise campaign performance and validating its campaign impact with independent measurement.  📖Read our case study to find out how our Campaign Audience Validation tool™ helped Publicis solve their challenge:  https://lnkd.in/egBe4WwM #Alpina #Publicis #AudiencesUnlocked

10

Brand growth remains a pivotal objective and concern for marketers and CMOs. I have been educated on Sharp & Romaniuk's How Brands Grow (HBG), probably the book that has influenced marketing the most, in the last decade. A new significant works that provide a roadmap for growing brands is Kantar 's "Blueprint for Brand Growth" just released. My new article summarises Kantar's blueprint and compare it with HBG’s principles, highlighting their similarities and differences. Also, it lists a series of references, from respective authors. This is not a tentative to judge the two methodologies; the exercise starts purely from my personal desire to understand the new work and compare it with HBG, which remains a seminal moment of personal marketing education. #HowBrandsGrow #BlueprintForBrandGrowth

16

An exclusive interview with Bruno Araldi, the Strategy Director at Havas Middle East, where he discusses his career journey, strategies for resonating with diverse audiences, and insights on advertising during significant moments like Ramadan. Gain valuable insights into crafting compelling brand narratives and staying ahead in the dynamic world of advertising. #AdvertisingInterview #BrandStrategy #HavasMiddleEast #advertising #media #interviewseries #Havas #adtechtoday

15

With hundreds of companies unveiling their annual impact reports at the same time, a common question arises amongst brands: How many eyes will my report capture, and will it reach the right audiences? With 3BL’s ReportAlert the performance of your sustainability report is beyond doubt, here’s why 👉 💬 Learn more: https://lnkd.in/gRxfs6wE

4

Revisit our insights (on demand webinar + detailed point of view) to see how Americans perceive the presidential candidates as political brands. Using Ipsos' Brand Success Framework we assessed them against three factors: Expectations, Context, and Empathy https://lnkd.in/efbqAvCH

1

1 commentaire

For brands, managing the relationship with key retailers is a challenging task. But establishing truly collaborative, business-building partnerships is a strategic imperative for brands looking to drive sustainable growth. Join us for this webinar on May 14 as The Mars Agency's Kandi Arrington and Meghan Heltne will discuss how brands can elevate the relationship and unlock growth that's transformational for both parties. Learn more and register here 👇 #brandstrategy #retail #retailerrelationship #webinar

2

Retail Media is expected to see significant growth in the coming years, increasing its share from just 1.5% in 2014 to a projected 15.1% by 2024, based on GroupM's Midyear forecast. 🛒 The appeal? Closed loop attribution and stronger ties between media and sales. As marketers move towards 2029, expect to see retail media playing an even bigger role in advertising strategies. Learn more about the trends impacting the global advertising economy: https://lnkd.in/enugv2jF

1

1 commentaire

In contrast to conventional approaches centred around metrics such as followers, reach, impressions, likes, and engagement, SWAY by HAVAS Red PH prioritises genuine connections within smaller, more defined niche communities that represent subcultures. Speaking on the launch, Jos Ortega, CEO of HAVAS Ortega and general manager of HAVAS Red Philippines, said, “Influencers have become trusted leaders and catalysts for change. By curating collaborative campaigns that align with their core values and those of the subcultures they influence, we foster deeper engagement and brand loyalty, all while respecting the unique interests of these passionate communities.” Dayniel Garcia, head of SWAY by HAVAS Red Philippines, also shared, "We are redefining influencer marketing in the Philippines. The emergence of subcultures signalled the need to analyse and further explore the cultural context. Fortunately, we have proprietary strategic and measurement tools that inspire fresh approaches that deliver results." #influencermarketing #socialmedia #philippines ------ -[Awards] MARKETECH APAC is launching its inaugural "Marketing Technology Awards" where we recognise the groundbreaking achievements in marketing technology, uniting the brands and tech organisations within the region’s marketing community. Learn how your brand can be a part of it by checking it more details HERE: https://bit.ly/3SVtoIa -[Industry Series] We have launched our latest industry initiative "E-commerce Marketing Series" where we aim to equip businesses with the latest strategies and insights to navigate the dynamic world of e-commerce, as well as discuss cutting-edge concepts, trends, and case studies shaping the future of online commerce. Learn how you can be part of this industry discussion by checking out more details here: https://bit.ly/4aiMEX4 -[Report] Learn how brands can strategically implement conversational commerce and leverage these platforms to craft exceptional and personalized customer experiences in this in-depth report: https://bit.ly/3SSKVCG

19

The pendulum has swung back. Consumer promotions once again are as relevant as ever. But what tactic is right for your brand, shopper and campaign? What are the legal numbers nuances? How much do you really need to set aside for rewards and prizing? Our all star team at Breaktime Media spent months working through all this and much more. Our Consumer Promotion Playbook is your guide to all things promo. Grab your copy at the link below and let me know what you think.

14

Comprehensive growth

3

Media Mix Modelling - the hottest dinner party topic of the year...right? 👀 Pop along and participate in the MMM myth-busting session with myself, Gary Danks, and Lavinea Morris. We'll discuss why MMM is essential for all marketers - not just a nice to have - both now and in a world without identifiers/ cookies. 𝐒𝐩𝐨𝐢𝐥𝐞𝐫 𝐀𝐥𝐞𝐫𝐭: Media measurement and optimization will be possible regardless of the privacy changes and I'd argue, it will be an improvement on what digital marketers have relied on for the last decade!

39

1 commentaire

How do you make your advertising more trusted and effective?   We asked Kantar’s Head of Effectiveness Lynne Deason what she thinks about the value of trust to our industry. Advertising Association members can read more of Lynne’s insights and those of industry leaders at Google, Boots UK, Saatchi & Saatchi and more, in our new Value of Trust report: https://lnkd.in/dYBTeeDa   With new Credos research showing that trust is now the second strongest driver of brand profitability and effectiveness (up from seventh a decade ago) why not inspire your whole team to consider how the advertising experience can contribute positively to the public’s trust in our work? Insights by Kantar   Do get in touch to discuss a Value of Trust roadshow presentation for your team now: Communications@adassoc.org.uk

20

Unlocking Retail Media Network (RMN) Potential with Keen... Retail media is the fastest-growing ad channel in the US, growing by 26.0% this year and capturing 14.1% of total US media spend. By 2028, nearly 1 in 5 ad dollars in the US will be devoted to retail media. Yet, this channel has the potential to drive greater impact. Here are the biggest challenges facing RMNs today, and how Keen can be the solution: 1. Lack of Standardization: Inconsistent ad types and measurement make it difficult to compare RMNs. Keen Solution: Our platform incorporates RMN spending across retailers, enabling advertisers to gain clear, comparable insights, ensuring they get the optimal spend by retailer, including halo effects and interactions with other marketing investment channels. 2. Competing with Amazon: Amazon dominates the RMN landscape, holding 77.0% of the US retail media ad spend. Keen Solution: Keen’s advanced analytics empower advertisers to identify and leverage opportunities across all retailers, including with non-Amazon RMNs. This maximizes the value of their ad dollars in an increasingly competitive market. 3. Off-site Integration: Integrating off-site retail media is complex and challenging. Keen Solution: We put all marketing tactics in the same optimization model, accounting for the impact and interaction effects of on-site vs. off-site efforts. 4. Siloed Budgets: Separate teams manage different marketing efforts, hindering a holistic approach. Keen Solution: While organizational structure changes would help, Keen facilitates a holistic view of marketing budgets. This helps in breaking down silos and ensuring cohesive strategies across the full marketing funnel, preventing redundant spend and uncovering missed opportunities. Why RMN Optimization is Becoming a Core Use Case... Retailers and brands need to navigate these challenges to fully unlock the potential of retail media and get to the right mix of spending between RMN’s and other marketing channels. At Keen, we’ve made RMN optimization a core focus to address these exact issues. By leveraging our platform, advertisers can land on the right retail media strategy, making informed decisions that drive better outcomes. Of course, this information can also help sales teams with information necessary to better negotiate with retailers. Connect with us to discover how Keen can optimize your RMN spend and elevate your marketing strategy to new heights. #RetailMedia #MarketingOptimization #KeenInsights #AdTech #DigitalMarketing #MediaSpend #RetailGrowth Feel free to connect for more insights and let’s make the most out of every marketing dollar spent!

8