Hillary Heath

🌟 Another week and another news from us including relevant content happy to share with marketeers and strategists in Central and Eastern Europe. 🤝 Following Publicis Groupe CEE’s collaboration with GWI on retail trends report “You are what you Buy” last year, we are back this year with a new piece of work, "The New Age of Gen Z" report focusing on Central & Eastern Europe🚀 Dive into the authentic lives of Gen Z in CEE with key insights on their evolving interests, mental health awareness, and tech-savvy behaviors. Brands, are you ready to tailor your strategies to this dynamic generation? Learn more here: https://lnkd.in/dNEZgkEV   #GenZ #ConsumerInsights #CEE #PublicisGroupeCEE #GenZInsights #GWI

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Retail is on the precipice of a renaissance! Why 'hyper-experiential' is the future... Courtesy of Rhonda Hiatt our fabulous CEO at Clear M&C Saatchi 👏 👏 👏 #mcsaatchi #Retail #RetailRenaissance #CustomerExperience #Innovation #BrandStrategy

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Read Laure Malergue article on WallDecaux blog, where she provides her vision on how to leverage brand consideration using programmatic DOOH. This expert piece is supported with a real-life example: the Columbia DOOH campaign. 🚀Main takeaways : - Trust in a brand is a determining factor in the purchasing decision ​for 81% of people - DOOH content benefits from a positive ad perception, with +7 points compared to all other media formats - Displayce DSP demonstrated its effectiveness by improving its customers’ consideration by an average of 20 points in 2023 Read the article to learn more: https://lnkd.in/expGfCz3 #programmatic #DOOH #consideration

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The power of authentic content.📹 I’ve not got this campaign out of my head! Calvin Klein released their pride campaign working with leading stars Cara delevingne, Jeremy Pope and Directed by gvsgvs(Gordon Von Steiner); Great recipe for a hit ad!? However for this campaign the star of the show wasn’t the owned channel performance (the ad generated 52k YouTube views and combined views for their TikTok of 460k). Although the owned ad was a very strong, 1 minute 21 seconds of engaging highly produced, ad style content. It was the earned BTS that soared! Raw playback footage shared by choreography company CDK and dancer Diego Pasillas received 18m combined views and 2m+ engagement from an on-set monitor ! This organic snippet performed 39 times higher than the produced content, effectively communicating the brand's message to a broader audience. Notably, even the collaborative Instagram post with Cara Delevingne performed six times less than this raw content! Whether this success was intentional or not, it proves audiences are increasingly drawn to genuine, unfiltered content. This campaign shows how low-fi, authentic content can outperform highly polished productions, resonating deeply with viewers and amplifying brand reach. Authenticity in content is not just a trend but a key strategy for connecting with audiences on a deeper level. Have you seen the campaign? What clip do you find more compelling? #socialmedia #markerting #fashionmarketing #content #adinspo

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Next in Media spoke with Alban Villani, CEO of Europe and Asia for Epsilon, about the state of ad targeting overseas, how that impacts spending trends and the growth of commerce media. Listen to it here. https://lnkd.in/e6upveMd

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When brands get their first market mix results, marketers are rarely suprised by the contribution of channels like TV or Radio. But they are very often pleased that they now have the proof that supports the investment. This article from Claire Fenner at Atomic 212 (a Mutinex partner agency) highlights why TV isn’t dead and why brands ignore market mix at their peril.

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The math men have won, creative is no longer accretive to growth. Should we care? We’ve spent a long time focusing on media effectiveness whilst creative effectiveness has been sitting on the side lines. The heavy focus on performance has meant the gradual decline in big creative hits ( a nod in the direction of virals that created a blip for a few years).   And for a while this has been OK, as targeting with average content (or below) has been supported by the ability to hyper target the consumer and see decent results.   But now there are two challenges to contend with, death of the cookie and generative AI.   Targeting as we now know it is under pressure and we now have the ability to create content in vast quantities to personalise the message. With consumer trust and creative effectiveness at an all-time low (Advertising Association/IPA) this looks like a potential recipe for disaster if not managed correctly.   Is this an opportunity for creative agencies to get into the data game?   At the very least brands should have checks and measures in place for all of the content they are creating, not just the hero. Get it right and see the marriage of art and science come together, get it wrong and your brand won’t just be forgotten it will be actively avoided.   It’s time to start testing content at scale and have a handle on what’s working or not. Creative effectiveness can be the game changer delivering substantial improvements across all key media metrics.    https://lnkd.in/ef9VfkZh  

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People often say, “Less is more.” But has anyone ever proven it? Just ask Dylan Haegens, the Dutch content creator whose YouTube strategy reduced video content by 90%, resulting in more creativity, more engagement, and more connection! 🎥✨ In a recent feature on Think with Google, the heads of Haegens Media share how Dylan has built a loyal community by understanding what his viewers want and delivering just that. For brands looking to amplify their presence, Dylan’s strategy is a reminder that investing in creativity and connection is far more effective than generating large volumes of content. It’s not just about being seen—it’s about being remembered. 💡 #YouTubeStrategy #ContentCreation #BrandBuilding

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Universal standards are on the way to help digital #advertisers measure their carbon emissions through GARM and Ad Net Zero, aiming to solve the industry's long-standing sustainability measurement challenge and accelerate the decarbonisation of the media industry. 🙌 Discussing the potential impact, Hannah Mirza shares her thoughts with The Current: “Today, if you're trying to baseline your carbon impacts from your media investment with a view to making reductions because you've set a corporate goal around scope 3 emissions decreasing, your baseline data is inevitably inaccurate. It's very difficult for you to then show progress against that baseline,” says Hannah. To read the full piece, head over to The Current below 👇 https://lnkd.in/dkmmPPwi #carbonreduction #sustainability #carbonemissions #reducecarbonfootprint #responsiblemarketing #responsiblemedia #GARM #adnetzero #decarbonisation

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Don't blame the consumer or claim that sustainability doesn't sell. Consumers crave authenticity and love responsible brands. The truth is, while “good” brands prioritise purpose, other brands operate with a different playbook— focused on building consumer excitement and love for their products. To win in this game is not about a brand's position or purpose; it's about their persistence in creating amazing experiences aligned with the position and the purpose. And doing them authentically and consistently with integrity. Above The Clouds Communication #strategy #marketing #insights #consumerinsights #pr #sustainability

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Exactly one week ago, Marc Verschoor and Roy Boere had the privilege of hosting an exclusive round table on influencer marketing during Adformatie's CMO day 2024. It's always fascinating to observe the diverse ways this theme resonates within brands and how it's integrated into current strategies. From layered strategies to reactive approaches, and even abstaining entirely from working with influencers. Is influencer marketing suitable for every brand? You can probably guess our answer 😉 #PublicisGroupeNL #InfluencerMarketing #AdformatieCMODay2024

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Heineken documents reach and brand outcomes of cross-media campaign to identify media mix optimisations. 📈 In a new case study with The HEINEKEN Company, you can learn how AudienceProject helped the brewer reassess their media investments to reach and impact their audiences more effectively. Among other things, Heineken learned that the lift in brand awareness was 7x higher with campaign exposure on both TV and Meta compared to exposure only on TV. Learn more in our case study: https://lnkd.in/gv348w4B Thanks for sharing your story, Jimmy Hughes! #casestudy #customersuccessstory #measurement #crossmedia

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Happ Monday everyone!  Some new fresh creative from Heineken capturing " The First Ahhh!" for their new global campaign. this campaign comes from agency Lepub captures the frustration of people who can't quite get their hands on a Heineken. It shows scenes like arriving late to a party or finding the cooler empty, where everyone sighs in disappointment. But the mood shifts when the main character finally takes a sip of Heineken, his sigh turning into one of relief. Its set to a cover of Nat King Coles L.O.V.E. to top it off.    article here: https://lnkd.in/gy5SzqVk   youtube video here: https://lnkd.in/gy-ebtqU   Why it matters:  I really like how this campaign focuses on the moment of relief you feel when you finally get to taste a Heineken. It's interesting because when you think about healthcare and what we try to do at its core, is share the patient experience. Whether or raise awareness or help elevate a product benefit. Heineken's campaign is a great example to share with clients to show them one of the many ways to help bring a product benefit to life in a memorable way.

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Advertising delivers strong returns in the long term. Analysis of £1.8bn in ad spend found that, while advertising generates a profit of £1.87 per pound invested initially, this more than doubles to £4.11 when considering effects over 24mths. Interestingly, 58% of the contribution comes after the initial 13wks, highlighting the need for a holistic approach to evaluation #marketingeffectiveness #campaignevalution

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Looking for a tip for your TV media strategy? How about FIVE? Our ebook 'Behind the Screens' serves five essential lessons for advertisers: Whether it's targeting the right audience, optimizing your budget, or building a comprehensive omnichannel strategy, we've got you covered. Don’t miss out on these valuable insights. Download 'Behind the Screens' today: https://bit.ly/4e6xSWi #marketingtips #programmatic #wearemiq

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Curious about the full-funnel retail media opportunity? Our upcoming webinar on April 24th has the answers.   During this joint session, with experts from Criteo and MediaMarktSaturn Retail Media, we’ll introduce Sponsored Brand Ads (SBA), a new way to amplify brand visibility and engagement in the upper and mid-funnel, plus:  - How to leverage #retailmedia to target the awareness, consideration, and conversion funnel stages  - Strategies for defining campaign objectives and choosing the right KPIs for optimal results  - Identifying the optimal products for your brand's retail media goals at each funnel stage  Don’t miss out—secure your spot today 👉 https://bit.ly/3W49tKj  

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Fame is an effectiveness superpower for brands. But let's be honest, it sounds a bit fluffy in a world of data, so much so that most marketeers have ignored it over the last decade (or more). In that time culture has fundamental shifted and the rules of fame have adapted with it. Join our webinar on Wednesday exploring these cultural shifts, actionable principles the help you connect your brand to culture and a few amazing examples of it all in action. Sign up below https://lnkd.in/e-eQ_HTp

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