Jamie Peate

Diageo and Guinness continue to understand exactly what OOH is all about 🍻 #OOH delivers reach within proximity to over 3,000+ pubs and bars, Guinness' directional messaging helps you find the right one for you. ➡ As they continue to own the summer, activating on those hotter days means their display works harder than ever, owning a key category entry point which is often taken by lager and cider 💡 If you want your OOH to work hard for you, think about your triggers for purchase, which category entry points do you want to own (we can help with a recent research piece around this called 'want to take this outside') and keep your poster simple. It will work. Thanks to PHD, Jennifer Gabbarelli, Amy Papaphotis, Molly Jones, Anita Sztrizsak, Holly Fischer, James Weatherill and all involved.

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N. 1 Marketing Hazard.    A couple of years ago, I took a small team  through a very involved brand planning process for a small (2% of market) brand.   Very different to what we’d done before. We did it alongside different brands for the first time.   Loads of people on Teams. Multiple agencies. Lots of market data. Lots of dissecting. Breakouts with people that didn’t know each other and not enough time to finish tasks we didn’t understand.   New words - ones you would NEVER use if a customer walked into your shop —> Leverage —> Anchor space —> Demand space —> Consumer recruitment   “In what particular part of the morning  was a particular type of consumer  who cares about one particular thing at a particular time in their life  going to drink one particular type of drink?”   Over Engineered.    I didn’t think that saying “I don’t know, they can drink it when they bloody want!” was allowed. So I tried to work it out.    You see, I’d been sucked in.  Maybe this was the grown-up way to do things. The ‘right’ way.   I questioned everything I thought I knew.  Moved all the thinking we’d done around  until I had some words on slides  that the people running the show started to nod at.   But when I presented the new strategy to the board  I had to keep looking at my slides to keep track. Because the words - were not mine.   And when I presented it back to my team, I felt myself sinking because I realised… and then a trusted peer confirmed it:   “You sound like you’ve disappeared up your own arse” 🎤 Words people don’t really say on a page in a format “everyone” puts it in does not a strategy make. The following year, we kept it simple.  Started from what we knew.  Reminded ourselves where we wanted to get to. Decided the most important things to do to get there. Wrote that down. Reviewed it monthly. 🚤 🚤 🚤 Small businesses are like speed boats, not ocean liners, or container ships, like the big ones. Do not look at them. You don’t need the kind of engineering that makes them move. I am not convinced they do but that's another story. Look at your boat. And what it needs to go faster. You know. It’s your boat.   * Do you have someone who will grab you if you start to disappear? * Day 11 of 30 days on #smallbusiness and #startups #challenger #founders #brandstrategy #freelance

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Impact is our output. We talk about modern marketing being able to deliver two types of impact - cultural and commercial. How do we move beyond the brand purpose debate and into a more grown up and nuanced conversation about the different types of impact we all create as marketers every day? Come and join us to find out.

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Two of the largest #retailmedia players are now reaping the Attention 👁️👁️Advantage of #directmail as part of their offsite options for CPG clients. Come and join this fantastic webinar with JICMAIL to understand why …

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As anyone who has run a multi-agency group will tell you, integrating brilliantly across an agency village takes a lot of time and hard work. This article is really refreshing, in that more people are seeing the logic and potential benefit of more formally integrating client-agency groups under a lead. I bloody love that model and have seen how great it can be when done well. It's routinely the best way to work for the quality of the work, and the teamwork and culture it fosters. It sounds easy. And everyone says they can do this stuff - they certainly try - but it is a specialist skillset that isn't commonplace, everywhere. Knowing enough about each component in the village, while having the fluency to use creativity to tie it all together; that's just different for most agency folk. But if this report is anything to go by, we'll see more of it which will mean some up-skilling or broadening of capability for many. It'll also require a lot of humility and honesty too, because to make this stuff work, you've got to be channel and agency agnostic. Or in simple terms, it requires people to be really honest and interested in solving problems the right way, without playing favourites. Sounds simple, but it's bloody hard work. Get it right though, and it'll be the most fun and most successful time you'll have in this game. Looking forward to seeing more of this. Great stuff.

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On Dove, we consistently put creativity at the heart of the business. Last week I learned that more than 30000 pieces of creative work are submitted to Cannes Lions every year. Out of it, only a 10% gets shortlisted and around 3% get to win a Lion. The Festival is massive, and the quality of the work is stunning. I recommend taking some time to check out the cases that got shortlisted this year, they are a tremendous source of inspiration for any marketeer willing to raise their game for the brand you’re working. Dove participated this 2024 as we’ve been consistently doing over the past years, and we couldn’t be happier with the outcome: 2 Gold, 5 Silver and 6 Bronze Lions, and what is more important, our work got shortlisted 42 times by jurors in different categories, which is the true recognition of the quality of the work and a confirmation of our commitment to put creativity front and centre of Dove. Clarity, consistency and working with great talent have been fundamental for us in our creative journey. Check Alessandro Manfredi recent post if you want to know more about that. Also have a look into the work that got us there: Code My Crown - https://lnkd.in/eubjc4hp #faceof10 - https://lnkd.in/eSaaUmgi #LetHerGrow - https://lnkd.in/eRmjcAsS #TurnYourBack - https://lnkd.in/eMcTunHp Cost of Beauty - https://lnkd.in/e2eDC4Mu #KeepBeautyReal - The Code - https://lnkd.in/epHcruC4 Extremely proud of all our team in Dove driving the work. Together with the different agency partners, they are one team that with great talent and effort make things happen. And there is always LOTS of effort behind getting work that manages to stand out this way. Thanks everyone for all the passion and energy you put everyday into Dove. Edelman, SOKO, Ogilvy, Media.Monks. Personally, my best experience in Cannes was seeing the support that Dove has from so many creatives, marketeers and talent in the industry who believe, like us, that creativity, beyond building great brands, has also the potential to change and move our society forward. Together, let’s keep changing beauty. #LetsChangeBeauty #Dove #CannesLions #RealBeauty #Creativity 

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In Kantar's first ‘Diary of a CMO’ Mary Kyriakidi discusses with Prof. dr. Koen Pauwels whether attitudes drive sales? … or is it sales that drive more sales? 🌴 🌞 😎 As my thoughts are focused on my imminent holiday next week, I wanted to ground what Mary Kyriakidi and Prof. dr. Koen Pauwels discuss with evidence we’ve picked up within #Travel and #Tourism on our #Kantar #BrandDynamics trackers. -         🏆 Mary and Koen discuss how BOTH attitudes and sales are important - and we find a very close correlation between behaviour and predisposition in Travel sectors. In fact, the correlation sits within the top 20 of all categories on #Brandz -         🏆 We know situational factors like routes and availability drive behaviours for many brands, Ryanair - Europe's Favourite Airline is a great example where Presence unlocks sales -         🏆 Perceived Difference helps creates penetration – look at Emirates, Airbnb and Booking.com – all exhibiting a strong differentiational-pull! And not only does Difference make your brand stand apart and drive sales but it also makes your brand worth paying more for and reduces price elasticity  -         🏆 And the importance of both long-term planning as well as short-term executional wins - having strategies that build predisposition longer-term as well as driving immediate behaviours – I could site so many Travel Brands here but let me pick a few I haven’t mentioned TUI, Jet2.com and Jet2holidays.com, British Airways Please catch Mary’s video here… Piers Lindsay-Taylor Suzannah Rowland Debbie Lawson Ben Krzysica Jamie Donovan

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It's been a busy few weeks here at OMC/Diversiffi Media..... .. with global DOOH progression,& market maturity top of the agenda. Data reveals that not only is OOH media holding its ground, but projections report it will outpace the UK advertising market growth in 2024/25. Not unexpectedly, this is propelled by DOOH, the convergence of technological advancements, the demands of advertisers, evolving consumer behaviours, & innovative approaches to creativity. The digitisation of assets, enabling dynamic content capabilities & programmatic trading options, redefines brand engagement. It is interesting to explore what opportunities these advancements present for clients/brands navigating audience attention in a cluttered media environment.  Will the flexibility of real-time, contextually relevant messaging extend brand resonance & increase budgetary investment? The integration of data-driven insights & analytics into campaign planning & execution is reshaping the OOH ecosystem. With advancements in technology enabling precision targeting & measurement, clients/brands have access to unlocking new levels of campaign performance and ROI.  Creativity also continues to flourish across both traditional & digital OOH, as clients/brands leverage more immersive experiences to captivate audiences & nurture lasting connections. The changes in consumer movements and infrastructure development are presenting significant opportunities for OOH. Capitalising on the growth of urban environments will broaden reach & campaign impact. As talked about frequently here, the integration of OOH into omnichannel marketing strategies is a pivotal driver of growth. Deliver consistency across multiple touchpoints, OOH is a critical component of the media mix. As long as clients/brands demand it, & their 3rd party agencies structure planning to fully integrate OOH into their omnichannel strategies, advertisers should witness an amplification of brand visibility & engagement The growth potential of OOH media is not to be underestimated. It's a multifaceted opportunity driven by digital transformation, data-driven insights, creative innovation, urbanisation, & integration with omnichannel strategies. Looking inwardly, which I rarely do, the key question is, will these opportunities start to impact OOH market share or are we yet to identify the barrier to progress? Diversiffi Media is a global independent commercialisation and business development agency, recognised for building & monetising assets through digital OOH networks, digital transformation, dynamic content & brokering commercial partnerships In partnership with The Out of Home Media Consultancy #assetmanagement #landlords #commercialproperty #municipalities #retail #inhousing #realestate #adtech #mallowners #revenues #dooh#doohadvertising #business #creativity #sustainable #globaladvertising #sustainability #data #OOHMedia #Sustainability#Commercialisation #DataDriven #DigitalTransformation Image: WOW LA

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Custom-made snacking with KIND 🍫 I believe in the power of sensory engagement, and the recent ‘KIND Bar’ pop-up installation in Soho is a flavour-packed example of how brands can get this right. The pop-up featured a range of immersive experiences designed to engage Londoners’ senses and educate them about the brand. 📍 To get started, Londoners entered the Scent Station where they smelt the key ingredients to choose the perfect mix for their personalised snack bar. This taps into We Are Collider's MARVEL Lever of Magic, namely ‘senses’... the extent to which an experience is immersive, attention-grabbing and engaging of the five senses. Obviously the Scent Station not only ticks this box, it exemplifies it. Next stop was the Nutrition Corner where guests learned about the ingredients used in the KIND bars. This harks back to our Value lever, AKA the extent to which an experience provides functional benefits as well as mental stimulation. 🥜 Last but not least, the Creation Station provided the tools to create your very own KIND snack! Wholesome goodness and sensory exploration, galore (we’re talking smooth melted chocolate, chilli flakes and more). This station reminds me of our Exchange lever, where people actively participate and create those all-important ✨memories✨of a brand. I think this brand experience is great, because visitors were hit with a flavor frenzy, texture, and aroma extravaganza, got schooled on nutrition, and even played snack architect. It was like Willy Wonka's factory for health nuts! 🎩 Source: KIND Instagram #Campaign #BrandExperience #Storytelling #Emotion #Creatives #ExperientialMarketing #CampaignExperienceAwards #Kindbars

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More thoughts for your mind from our minds: the effective magic of brand collabs, AKA "when will Flying Object stop talking about Greggs?"* *never https://lnkd.in/egVnjE2n

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What happens when retail media overtakes TV advertising? Last week, George Nott at The Grocer published a really comprehensive article on the current state of Retail Media in the UK. Here's some of the highlights: - Supermarkets have long worked with brands on ‘shopper marketing’, and since the launch of loyalty schemes in the 1990s have been sharing data insights. So, if that's the case, where is retail media up to in its evolution? According to Nick Ashley of Tesco Media & Insights Platform, retail media is only now “coming of age“ - it’s not the toddler some talk about. But it’s not an adult yet either - it's in its teenage years. I like this way of thinking about it. - Retail media innovation is at its fastest pace yet & this is presenting challenges and opportunities for advertisers, and their agencies. To assess each, Marketing Directors should be making sure they have a retail media measurement strategy in place, to compare activations across platforms consistently and quickly to allow them to redirect investment to the most effective places. It’s a good time now to be intentional about experimentation. - The IAB is working towards standardised metrics to enable “consistent comparisons” across retail media investments for buyers, initially covering online media but eventually in-store. Tools are emerging, too, to help advertisers assess retail media opportunities – among them Plan-Apps, which is used by the likes of PepsiCo, Diageo, AB InBev, Mondelez and CCEP. - Retail Media is sparking a wave of creative collaboration. Supermarkets are open-eared to ambitious campaigns. As Matt McLellan, Asda VP customer planning & propositions, leading its new LS Eleven Media Services, told suppliers recently: “If you’re a brand that wants to do something different, we are really up for it.” Some brilliant industry voices featured across the article, which you can find below. Nick Ashley Steve Gray Catherine McGarry Marie-Clare Puffett David Sables #retailmedia #retailmedianetworks SMG Plan-Apps {Capture} Samuel Knights Emma Dean Lee LeFeuvre David Bromfield Mark Sweatman David Moore Georgina Evenden

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Marketers have an important role to play in building a new world of sustainable businesses that break the link between consumption and environmental and social destruction. A great piece in WARC from my brilliant strategy colleagues Georgina Murray-Burton and Frank Lawley on how brands can reduce the green gap - customers who want to buy sustainably but are currently excluded by the price premiums sustainable products often demand. #marketing #marketingstrategy #ethicalmarketing House 337 https://lnkd.in/dbSBRZ8j

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What goes into the development of a great execution that people love and that heroes the brand? I had the pleasure of chatting to Christine Turner, one of the creative directors at BBH London behind the Weetabix ad (The weetabix discovery) which was our AdMiration ad for last week to unpack all the big and small moments, the craft, creativity and detailed process as well as the insights involved in landing such a success. You can watch the full video in comments, or just enjoy this clip. #consumerinsights #creativeandeffective #effectiveadvertising #advertising #marketresearch

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We went along last week for The Marketing Society Scotland's Digital Day 2024 and came back with a few top insights on the latest strategies from brands who are reimagining the future of marketing. Ready to see how they're pushing the boundaries? Check out the blog - https://lnkd.in/d4xjXeGp #DigitalDay #MarketingSociety #MarketingInsights #MadeBrave

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Brands and Prof G Jon Evans spent some quality time with Prof G, and it was a good show. Scott is entertaining, smart, and pulls no punches when conveying his beliefs, especially regarding social media. He clearly believes in brands- he’s a brand himself, values the importance of storytelling, and understands that products and experience are key to brand success. He challenges that brand advertising is how to build brands in 2024 because people have better ways of getting information. He doesn’t acknowledge that advertising has helped many brands grow in many categories. For many others, it has transformed their businesses. He also doesn’t get that the big agencies do far more today than make ads- he’s stuck in Don Draper’s Mad Ave. Those points aside, he’s a compelling listen. It’s just that brands aren’t dead—far from it.

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Brands tell a story about who we are, especially in the alcohol industry, which is all about feelings and experiences. In my recent conversation with Grant McKenzie, Former CMO of Asahi, we explored how the brands we choose say a lot about us. It's not just about the product; it's about the emotion it evokes at the moment of consumption. Grant shared a great point—are we really selling beers, or are we selling feelings? While some experiences are crafted directly by the brand, like serving an amazing beer perfectly at a bar, many are created by the consumers themselves. Think about those memorable moments with friends, whether it's watching a football match, going to a music festival, or celebrating a milestone. At Asahi Beverages, Grant believes in building strong brands that naturally fit into these moments, just like how champagne has become the drink of choice for celebrations. It's about creating brands that feel like a natural part of the occasion, enhancing those special experiences. Check out the full discussion on YouTube for more insights on the emotional connection between brands and consumers. #Marketing #Branding #ConsumerExperience #AlcoholIndustry #Asahi

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Brands drive economic growth - and let's face it the UK needs as much of that as it can. This is an article by my colleague Rob Allen about how we can ensure the success of British brands. #BritishBrands #immersivebranding #branding

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Is Print back in circulation? With recent announcements by #Businessweek and #Spin, and a potential #SI revival, I'm wondering if I need to head to my local newsstand and pay $7 this week to catch up on things. It reminds me of an early study we did on the power of #magazines for #GM. It went far beyond standard metrics (comp/coverage/CPM) and unveiled the readers' deep relationship with #magazines, and their associated #relevance of #advertising. One of the findings was in how people navigated titles. Some would rifle through, page by page, from front to back. Others would start at the back and slowly make their way to the front. And still others would simply look at the Table of Contents and go directly to their favorite columnist, topic, etc. With more advanced methods like eye-tracking, I recently led a study of magazines that mirrored many insights, only at a much more granular level. In all cases, the aesthetic act of touching the pages, seeing the beautiful imagery, and yes, ingesting the ads, was profoundly unique to the power of #Print. The digital world has all but displaced the emotional value of folks' relationship with publisher brands. Maybe a return to form is a good thing. https://buff.ly/4blsPPg https://buff.ly/4cHVU8B #mrxjobs Jana O'Brien #advertising #media #publishing #print #bsci #insights #research

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