Ewa Zakrzewska

🚀 Exciting News for Advertisers! 🚀 📊 Meta has just introduced new attribution options for advertisers, giving you more control over your ad campaign performance! 🎯 🔹 **Introducing Two Attribution Options**: 1. **All Conversions**: Reveals every conversion that occurs after an ad view or click. 2. **First Conversion**: Highlights only the initial conversion following an ad view or click. 🔍 **How It Works**: - **All Conversions**: Gain insights into every conversion event driven by your ads, providing a comprehensive overview of campaign impact. - **First Conversion**: Focus on the first conversion post-ad interaction, offering clarity on initial customer response and engagement. 🌟 Make informed decisions and optimize your ad campaigns effectively with Meta's new attribution options! 💡 #Meta #Advertising #AttributionOptions #Optimization

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B2B influencer marketing is exploding, but most CMOs are missing its full potential. PRovoke Media and Ogilvy PR—represented by James Baldwin, Head of Influence in APAC—recently hosted a roundtable discussion featuring B2B marketing and communications leaders from across the world, who shared their views on the following questions: ▪ How has B2B influence changed? ▪ How should brands select and effectively partner with influencers? ▪ What role will AI play on influencer marketing? ▪ How can businesses measure the ROI of B2B influencer marketing? Read the key takeaways and discover how influencers can help you take your #B2Bmarketing to the next level. https://lnkd.in/eCeFHzU2

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Inspired by Irene Triendl’s recent post about how invaluable ‘The art of war’ is to aspiring strategists, I thought I’d write a list of ten books that have helped me over the years 10 x Books for great #strategy: Count of Monte Christo by Edward Dumas - you will need to take revenge at some point, learn how. Wuthering Heights by Emily Brontë - a good lesson in being an unloved junior strategist, disappearing for years only to reemerge a brooding menace to all around you. Manufacturing Consent: The Political Economy of the Mass Media by Noel Chomsky and Edward Herman - there will be times when you really need to manufacture that consent. Moby dick by Herman Melville- a great lesson in whaling (new business). Catch 22 by Joseph Heller - for when you need some relatively sensible, coherent and sequential relief from 11th hour feedback, deadline looming. The heart is a lonely hunter by Carson McCullers - so is a strategist my babes xoxoxo The shock of the new by Robert Hughes - are you ready for ART cos that’s what you’re getting with my STRATEGY you PEASANTS it will be a balm to your fractured, modern psyches. Debt: the first 5000 years by David Graeber - this isn’t for reading, this is for keeping on/near/under your desk so that when someone complains about how long a deck is you can grab it and reply “well at least it’s not as long as David Graeber’s Debt: the first 5000 years!!!!” Don’t think of an elephant by George Lakoff - seriously though whatever you do don’t think of an elephant. I’ve never ONCE had a client buy ANY of my elephant related ideas. Lean in by Sheryl Sanderg - a great lesson in perfecting the terrible posture all anxiety ridden strategists have: ideally you want a spine like a dung beetle rolling a Sisyphean boulder of insight up the mountain of success. Hope this helps

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“The post-cookie world is not the end of digital advertising; it's the beginning of a new paradigm of trust and transparency,” says Spark Foundry’s Rachida Murray. In an article for Campaign Asia-Pacific, Rashida stresses that the key to navigate this paradigm shift lies in leveraging first-party data and reimagining the approach to building consumer relationships. Read the full piece here: https://lnkd.in/gKz2MQUr

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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

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Heinz has its own Heinz fandom at this point. #madovermarketing #advertisingandmarketing #socialmedia #strategy #advertising #marketing #creativity #heinz #brands #digitalmarketing #insurance

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AI is here and there’s no turning back. But is it always the right tool for your creative work? On this episode of The Download, our visual experts report on how consumers feel about AI and the risks and rewards for brands using this exciting new technology. With data-backed actionable insights, we’ll help you navigate this brave new world with guidance for: Incorporating AI content into your campaigns Assessing when to use AI generated imagery—and when you shouldn’t Utilizing the latest updates to the AI Generator https://lnkd.in/eqFGKGtU

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Organic Basics didn’t triple its US revenues because of creative messaging workshops. Nor because of a carefully defined full-funnel strategy. Nor because of unparalleled media and platform insights. Nor because of reliable benchmarks for costs, CAC and AOV. They did it because of all of that. And the close, collaborative relationship we built. Nest Commerce 🤝 Organic Basics 🤝 USA https://bit.ly/4bqImhm

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As the new chief strategy officer at DDB Sydney, Rupert Price will lead the planning department in its sharp focus on effectiveness delivered through the power of emotionally charged creativity across clients. Speaking on his appointment, Price said, “It was a tough decision to leave the agency I’ve called home for the last 12 years but the opportunity to work with the Sydney team to continue their trajectory was too good to pass up.” Meanwhile, Sheryl Marjoram, CEO at DDB Group Sydney, commented, “I couldn’t be happier to have Rupert joining the team. We’ve long been admirers of his impact and momentum across the Tasman and it’s always a special moment to be able to recruit much loved and respected DDB’ers within the network. His passion, commitment and results speak for themselves and I can’t wait for everyone to see what’s next for DDB Sydney.” #marketing #appointment #australia   ------ -[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] Discover the latest trends in business communication, and explore how mobile messaging channels are preferred by consumers to seek deeper connections with brands by checking out this report HERE: https://bit.ly/3RckF4z

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A #brand needs leadership and substance. E.ON CEO Leo Birnbaum discussed this with CEO Andrew Robertson of BBDO Worldwide at an excellent E.ON leadership conference in Riga. Key takeaways from the discussion: - Advertising alone cannot build a brand, but it is a powerful tool for providing guidance and generating interest. - Ultimately, brands do not live on promises, but on substance and the real brand experience of their customers. - Brand management cannot be "outsourced", it must be "insourced" into general management. - A brand is the sum of its experiences - not always the big ones, but the sum of many small points of excitement. - This means, for example, that every bill at the end of the month is an opportunity for inspiration. - Big brands like E.ON are not only in competition with other energy providers - it is the private service and brand experiences of other brands that shape today's expectations. That's why it's worth looking beyond the horizon to the rising service and marketing stars of other industries. - Ultimately, it helps to realise that the brand belongs to the people, and not just the company. So it has to be customer-centric. - In a world where complexity pushes us to our limits, the key to market success is #simplicity. Simple is hard - but customers reward us all the more with their fierce loyalty. It's been an extraordinary few days at the #tWEx2024 Leadership Conference and I'm thrilled to see such an impressive leadership team at E.ON embracing the power of a great brand and getting to the heart of it: "It's up to us." Thank you Julian Lennertz, Lars A. Rosumek and the E.ON leadership for your strong commitment and thank you Andrew for your inspiration and clarity. #ItsOnUs #playmaker #twex BBDO Germany TEAMBBDO The Marketing Group Germany Peter Schmidt Group interone

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Darlie Malaysia and FCB SHOUT’s ‘Closer with a Smile’ campaign embraces the transformative power of a smile and its ability to break down barriers and spark new relationships. Commenting on the campaign, Melissa Wong, marketing director for Malaysia and director of regional brand development at Hawley & Hazel Malaysia, said, “As a brand with a strong heritage in both Malaysia and Asia, we understand the nuances involved in marketing to a diverse audience. ‘Closer with a Smile’ was developed to show that despite our apparent differences, we are ultimately all interconnected, and when we make the effort to get to know one another, good things will happen.” Tjer, head of creative at FCB Shout, also shared, “When a brand with as rich a history as Darlie decides to undergo a major refresh in terms of communications strategy, messaging, product line-up, and even down to the packaging, it’s equal parts exciting and intimidating for a creative. The conceptualization and production of this campaign were extremely complex, as there were so many moving parts for us to juggle. But luckily for us, our supportive clients at DARLIE as well as our amazing production partners helped us cross the finish line with better-than-expected results!” Meanwhile, Shaun Tay, co-owner and chief executive officer of The Shout Group and FCB SHOUT, said, “It’s been a real privilege working with DARLIE on such an important chapter of their brand’s story. From when we first sat down to map out the brand’s purpose, to the launch of this massive campaign, we’ve been all in. And we will continue to be so as we look ahead to helping the brand gear up for growth.” #marketing #campaignfilm #brandrefresh ------ -[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] Discover the latest trends in omnichannel communications, and explore how mobile messaging channels are preferred by consumers to seek deeper connections with brands by checking out this report HERE: https://bit.ly/3RckF4z

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In the first 2 weeks of May, 11 new CMOs were announced. 6 are women, and 5 are men, with 3 promoted internally and 8 hired externally. 2 of the CMOs are stepping into the role for the first time. In this edition of CMO Ladder, we feature momentous moves at Pizza Hut, where a CMO is elevated into a President role, the activation of a successful succession plan at The Wendy's Company, and a major move in big tech at Twilio. #CMOLadder #CMOInsights #CMOMoves

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Coachella: a cautionary tale for brands. Despite its star-studded lineups and passionate attendees (we see you, Taylor Swift!), the festival recently hit a sour note with a record-breaking lack of interest. Over the years, Coachella went from music fest to brand extravaganza. Brands, eager to be 'cool,' splurged on everything from art installations to VIP parties, reaping short-term benefits and boosting Coachella's visibility as a marketing benchmark. But nothing lasts forever, and now they're facing the music. What does Coachella stand for today? What legacy has it created? Without clear guidelines for partnerships, space usage, and participation - letting people use it the way they saw fit - Coachella's brand has been diluted away. Brands, take note: protecting your equity goes beyond logos. Comprehensive guidelines should cover employee conduct, decor, and partnership strategies, ensuring a cohesive brand experience. Coachella can bounce back, but it will take deep reflection before next year's lineup announcement to reclaim the essence that made it special to begin with. #Coachella #Brand #BrandExperience

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Doing more with less has been a theme for a while. Success stories despite decrease budgets exist - they are possible - particularly among the brands that are willing to think a little differently! Precision v broad reach True meaningful target audiences v proxies Yes you CAN do more with less! I’d be happy to share success strategies! 😉 #digitalmarketing #cpg #mrx #consumerinsights #brandstrategy

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Parenting Loudly: Why empowering working parents in advertising matters… For AdForum’s May feature, ‘Supporting Parents in Advertising,’ Sophy Vanner Critoph, Amplify’s Head of Strategy, Culture & Communications has been commenting on the role advertising plays in public perception of parenting. Citing clever campaigns by IKEA, Airbnb and Monopoly, Sophy delves into how agencies and brands are adapting ad comms to show inclusivity around parenting. “Depictions of parenting realities in ads seem to be more commonly born from real human insight and perhaps even created by parents, such as the ‘Second Best’ ad from IKEA bringing home the truth behind all those unused purchases, the new series of ads from Airbnb has family travel nailed, and Monopoly reminding families that fighting is good. Beyond the world of ads, there are opportunities to create more integrated brand stories through clever partnerships. Parents all have people, communities and entities they rely on to be a 24/7 support village from their phones. The power of influence in this space has shifted dramatically into the worlds of these creators, communities and partnerships, and while a lot of this work happens BTL, brands are now seeing their money is better spent here, with more impact and relevance being delivered through culturally on-point collaborations. And as always, this continues to prove that the focus should be who’s around the table creating the work - and parents certainly need to be in there.” Read the full article here: https://lnkd.in/ehCTNub4 #BrandExperience | #ExperientialAgency | #Advertising | #AdForum | #Opinion

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Despite the shift in cookie deprecation timeline the digital media industry definitely needs to stay appraised of how we're preparing for eventual deprecation (the next deadline will be upon us real soon folks!). This survey of so many of the worlds publishers is really telling in terms of guiding solution development inside the time we have left... 555 publishers across 58 countries is a really good sample size to gain some strong takeaways from...

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This great article from my colleague at VaynerMedia EMEA, Su May Tan, highlights how social is shift what "good" creative looks like. A handful of people in the boardroom "crafting" perfection doesn't make effective work for a world where the algorithms enable people to organically discover content based in their interests. Check out the article below and find out more about why using niche social audiences to find right is a smarter move than going all-in on one objectively perfect aesthetic and hoping it works.

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Not all brand partnerships are created equal! Understanding the difference between influencers and creators is key to a successful campaign. Nadia Bubennikova from Famesters - Influencer Marketing Agency explains the key difference https://lnkd.in/gDeMWw9i Influencers leverage their large followings to drive brand awareness and purchasing decisions. Creators, on the other hand, focus on building communities and passionate followings around their unique content.Who's the right fit for you? #guestpost #influencermarketing #marketing #brandawareness #influencers #creators #martech #martechedge #content #marketingcampaign

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Tired of fad diets and quick (but often inefficient) health fixes? 🏋🏽🔥 Kimberly Clark has partnered with Ogilvy Malaysia to tackle Malaysia's rising obesity rates with a playful campaign, transforming the everyday Scott Kitchen Towel into a must-have "health supplement"—The Calorie Absorber Pro.  Learn more via Campaign Asia-Pacific: https://lnkd.in/ehhKu8u8

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