James Whatley

There's an interesting paradox at the heart of the #tiktok US ban story. It's about a platform designed for telling news in seconds, yet the complexity of the case requires significant space and time to cover it. (The latest episode of BBC Newscast does a decent job of providing a topline analysis, and needs c.30mins to do so.) It's a good reminder that social media should not come at the expense of traditional media, and short form copy is no replacement for long form #thoughtleadership.

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“People need to stop trying to sell as efficiently as possible, and start trying to sell as effectively as possible” The words of Rory Sutherland. I speak a lot about the need for #CPG and #FMCG manufacturers to get good at creating demand again. My belief is that, over the last two decades, creating demand is an art form that has been lost in favour of creating ‘effeciencies’. But seriously, after almost two decades of price increases and volume decreases resulting in tepid growth or stagnation, when are we going to admit there are no more sizable efficiencies left to be had? When a strategy isn’t working it is not those that stick with it that succeed, it is those that pivot, pivot early and try a new approach. ‘Effeciencies are as efficient as they can efficiently get. Let’s create some demand again.’ How? Here is a place to start, as Rory said, start trying to sell effectively instead. (Potential) customers have needs, missions and journeys. Effective selling begins with understanding those needs missions and journeys, and then creating products, services, advertising, marketing, promotions and communications that speak directly to what you target audience is looking for, where they are looking for it. Added bonus, selling effectively is way more fun than selling efficiently. #digitalcommerce #ecommerce #creatingdemand #digital #efficiency #effectiveness #cpgindustry #fmcgindustry

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Cultural Relevance for Brands. Great discussion this morning organised by Creativebrief and Exposure Some points that resonated / that I thought useful to remember: 💬Raoul Shah "People don't really care about your brand they care about their own lifestyle / what makes them tick / what enriches their own communities and culture" 💭Cultural marketing does not mean sponsorship 💭Convincing investors / stakeholders of the long term approach towards building a sense of culture into campaigns is hard work but worth the effort. 🫣Brands have nowhere to hide in today's world 💃🕺Engulf yourself and your teams in culture in a genuine way and that will resonate in your marketing. 💭💡As brands we need to think at depth (do build credibility) and with breadth (to cast a wide enough net to the right community). i.e. How do we show up? Where we show up? The best mix for any brand trying to " tap into cultural relevance" is to not tap in at all... it's always better to fully commit. Find your purpose and combine it with good entertainment. Sophie More : from her Red Bull days: "WOM" SCORE - a finger in the air Word of Mouth score for each idea... scientific, data led decisions can easily become a barrier to creativity... Jed Hallam "Put more emphasis on anthropology over the economics and you'll find your place within the right communities." Create your energy and ppl will come to you Or Go to where the energy is and ppl will be there waiting. #marketing #creativeagency #production #contentproduction #speakers #events #networking #business

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GRWM videos and unfiltered storytime posts are a goldmine for brands. If there’s one word to describe social media in 2024, it would be “mess”. Just think of the viral Willy Wonka experience in Glasgow – the memes surrounding the fiasco were nothing short of chaotic and entertaining. Forget the days of perfect, polished content – people want unfiltered and raw TikToks. Particularly, dramatic and juicy storytime “get ready with me” (GRWM) videos. US-based influencer Alix Earle gained more than 6.5 million followers on TikTok by being a self-titled “hot mess”. Then there’s Alexa Losey. Seen as a big sister figure and “internet bestie” who shares vlogs and GRWM content, she went viral in March when she revealed her favourite influencer – who remained anonymous – has started dating her ex. The initial video has more than 1.8 million views while her update received more than 4.6 million views. The saga was candid and juicy, filled with twists and turns. The TikTok where she prepares to meet the influencer for coffee has more than 760,000 views. The GRWM format is successful because not only is it chatty and fun, but these videos often include personal details, including everything from dating stories to frenzied life updates. These videos feel like listening to a voice note from a best friend – they’re rushed, disorganised and filled with secrets. Companies should take note of the candid storytime trend – CORQ’s data analysis revealed organic #GRWM content on Instagram had an average engagement rate of 20.3% and 2.2% for campaigns. These videos typically feature beauty products and can be beneficial for brands if the TikTok goes viral. Just see Australian TikToker Indy Clinton’s video (more than 1.7 million views) where she “accidentally” leaked tbh Skincare’s unreleased product. Whether it was intentional or a mishap, the beauty brand was able to create more than ten TikToks off the back of the reveal and gained a new audience. Brands can’t control whether a storytime video will dominate people’s For You Pages, but they can jump on a trend and ride the wave of a creator’s success. In February, US-based creator Reesa Teesa’s 50-part video series Who TF Did I Marry? went viral as she explained how she met, married and divorced a man. Liftlab in London capitalised on Teesa’s success by streaming a section of her candid storytime on its front window display and filmed strangers’ reactions. Their TikTok has more than 1.9 million views and the brand told CORQ they had seen an uplift in followers. If this trend teaches brands anything, it’s that people want dramatic, chatty content from creators who feel genuine. People even love hearing creators such as beauty influencer Tatty Lomas reveal scenarios that aren’t even theirs – she regularly receives high viewership on TikTok by reading Reddit stories. Don’t overlook the GRWM format and look to partner with natural storytellers who regularly capture their followers’ attention.

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If you haven't already, check out this new brilliantly cheeky campaign by VisitOSLO. Love how it cleverly mocks the state of indifference we're currently living in where people aren't excited about anything anymore. It's very good. And really, when was the last time you thought about Oslo? This video just changed that. Watch it below. #brandstorytelling #travel #tourism #travelcampaign #Oslo #Norway #VisitOslo #media #advertising

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Advertising: Who Cares? An Update. We are now up to almost 200 supporters. All have volunteered - we are yet to start really pushing our case, although we now have the tools to do so. First, thanks to Jenny Biggam, Anuschka Clarke and team at the7stars for designing us a logo. Next, courtesy of Graeme Blake and team at Blutui we now have a website https://lnkd.in/dykpRRKP . You can volunteer to join a workstream, and (eventually) book tickets for the event we're planning in September in London. We have now confirmed all 5 workstreams, and have committed leaders. -Trading, Transparency and Trust - Jenny Biggam, Founder, the7stars -Business Models - Michael Farmer, Consultant and Author ('Madison Avenue Makeover' and 'Madison Avenue Manslaughter') -Measurement and Accountability - Denise Turner, CEO, Route -Recruitment and Well-Being - Crispin Reed, Founder, Skyscraper Consulting -Sustainability, Ethics and Privacy - Ruben Schreurs, CSO, Ebiquity Do please volunteer to join one or more so that your views can be represented. It is straightforward to join from the site; if you have any problems you can contact Brian and he’ll pass your details to the relevant leader. We have booked the Royal Society of Arts (RSA) in London on the afternoon of September 12th. All details are on our site, where you will also be able to book tickets later. We will issue another mail once the ticket sales are live. -Registration from 1.30pm (no lunch, so eat first!) -Formal presentations and discussion 2pm - 6pm -Bowl food and drinks 6pm - 8pm This is an event without sponsors, underwritten by Brian and Nick and funded entirely from ticket sales. We are doing it this way to encourage an event free from any sponsor distractions or pressures. We will sell a maximum of 140 tickets which will include a networking food and drink period after the formal presentations and discussions. We think this is important, we want to encourage a positive and open discussion in which all voices can be heard and everyone can participate. We suspect tickets will go quickly based on enquiries to date. We will start a waiting list in case any places open up. We are unable to offer any refunds but if you buy a ticket and are unable to attend you can pass your ticket on to a colleague, as long as you let us know. If we make any surplus on the day we will make a contribution to NABS, the advertising charity. We realise that many would like to attend but cannot for reasons of distance or possibly politics. We are going to record the whole event and are looking into the practicalities of live streaming it as well. Speakers will be the five workstream leads, plus a few high profile additional speakers. We will be announcing who these are in due course. Please continue publicising the Who Cares? movement to your networks, and to encourage people to join us, and (even better) to buy tickets when they go on sale. Thanks again for all your help! Brian Jacobs Nick Manning #whocares

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Here's a handy reminder of what's expected of a Creative Director. My A to Z guide is not comprehensive; I cover more details when coaching people, but this is a good start. ⚡ ⚡ ⚡ ⚡ ⚡ ⚡ ⚡ ⚡ ⚡ ⚡ ⚡ My 'HOW TO BE A CREATIVE DIRECTOR WITHOUT SUCKING AT IT' Coaching Course starts on June 26 - there are 2 spots left. Sign up before the end of June 17 for a 10% discount. Message me or comment for more details. #creativedirector #creativecoach #advertising

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This will brighten up your day 👇 You may have seen my post a couple of weeks ago about Trainline and Missing People’s collaboration. If not, you should – it’s an incredible example of when tech does us proud 👉https://lnkd.in/eKTDJ7BD Well, I caught the bug and went on a bit of a mission seeking out campaigns and partnerships that have sought to do good in the world – highly recommended, it’s a real mood booster ☀ This one really caught my eye 👀 Big Issue has teamed up with Monzo Bank for ‘Pay It Forward, the world’s first resellable magazine.’ The idea? Individual QR codes found on every magazine allow buyers to pay digitally and read the publication before passing it onto a friend who follows the same process. Every time the QR code is scanned, the original vendor receives the payment. The vendor earns more; the customer stays cashless ☝ Brilliant. You can read more about it here: https://lnkd.in/e6SB75Sc And, seeing as we could all do with some positivity from time-to-time, I think I may share some more “tech for good” examples over the coming weeks? Let me know what you think 👇 #techforgood #tech #homeless #homelesssupport #bigissue #payitforward #qr #banking #cashless

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People👬….planet🌎….profit💶… Those first 2 P's are becoming increasingly important. So how do you get to a strategy that delivers all 3? #thetriplebottomline Aaron Newhouse has some thoughts 👇 … and we're set up to help you! Let me know if you have any questions

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Here's a thought to throw on the old thought scrap heap... It could be argued that predictive AI is driving a lack of creativity and surge of 'sameness' across everything from movies and music to retail brands and advertising. The 'if you like this, you'll love this' mentality inevitably fuels the creation of things that are very similar to what we've seen before - not something new, and therefore genuinely creative. Predictive AI told Netflix bosses to commission more true crime docs, and it also told us viewers to watch more true crime docs. The result was that the whole genre became boring - and even the quality within that category worsened (in the ensuing battle to make more, and therefore make them faster). Could it also be argued that generative AI will extend this lack of creativity further? Because, as we've seen, it can create a Beatles song that sounds like a Beatles song, or a brand that looks like Glossier. But it can't actually create something distinctly new - because it can only create from information we give it (i.e. Beatles songs, pictures of Glossier). Maybe, just maybe, are we creating a bit of a shit sandwich where creativity is crushed from both sides? No, probably not. But I am wondering if AI will supercharge the sort of sameness that a lot of people I talk to describe. As ever, tell me how and why I'm wrong in the comments. I want to learn. But give examples, and do it in a nice, humble, non-tech-bro way (no disrespect to tech bros). Also, I'm not anti-AI. It will do amazing things (the things it's already doing in medical science are very exciting). I'm just also interested in what it can't do, and what it might actually be shit at. 'AI will change everything' just isn't helpful, or interesting.

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The word 'innovation' is a loaded word. When you hear ‘innovation’, you probably think of brands like Tesla, Gucci, or challenger brands like Surreal and I think that makes a lot brands think they don’t have licence to be ‘innovative’ But I think that every brand is capable of innovation, and to give it a definition: 👉 Do something new to set yourself apart 👉 Change the rule books All with the aim to: 👉 Add value to your customers so that they choose you, and ultimately, your brand grows in return. Whatever your industry or brand size or aesthetic, we can hopefully all agree that we want to to grow our brands. And so to apply 'innovative thinking', I see it as going back to the fundamentals: What is your challenge or the problem you need to solve for your brand? What does success look like? And then for the fun part, is there an innovative way to make that happen? It was a pleasure to share the stage at Pion with these brain boxes Grace Miller James Wallis and shout out to panel host / my big scary boss (I kid) Oliver Yonchev for the great session 👏 Check their pages for some mad learnings and takeaways 🔥

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Apropos learning that the author Fay Weldon worked on the UK's famous 'go to work on an egg' advertising campaign (and, frankly, just as an excuse to use 'apropos'), I did a mental check of people I've discovered over the years started out in advertising before becoming famous in other fields. Think of it as part two in the series I've literally just decided to call 'Advertising is Everywhere'. So an obvious one to start - obvious because he set up an agency in his own name - Charles Saatchi*. Before he started buying unmade beds and sharks in formaldehyde, he started Saatchi & Saatchi with his brother, Maurice. A creative copywriter, he famously worked on political advertising for the Conservative Party ('Labour Isn't Working') and various public health anti-smoking campaigns. Which is ironic given he was, and is, a prolific chain smoker. Before setting up Saatchi & Saatchi, the old puffer worked at CDP, where the roll call of future famous talent was, frankly, insane Colleagues included; David Puttnam, who went on to win an Oscar for Chariots of Fire; Alan Parker, who as well as coming up with the great 'When it rains it shines' line for a new Ford paint finish, made Bugsy Malone, The Commitments and Midnight Express; and Ridley Scott, who made Alien, Blade Runner, and Gladiator. Yes, the same Ridley Scott who directed Apple's legendary 1984 advert. Some other luminaries of film who worked in advertising; Michael Bay, who made the first Got Milk? commercial; David Fincher, who directed ads for Levi's in the 90s (and also directed the Vogue music video for Madonna - who he was dating at the time); Spike Jonze, who in fact won two Cannes Grand Prix awards, for work with Ikea and Kenzo; and Sofia Coppola, who made commercials for Marc Jacobs. Unsurprisingly, copywriting is fertile ground for budding authors (the joke being that everyone working in an ad agency has the first 10 pages of a novel in their desk drawer). Some who've managed to actually make the leap; former editor-in-chief of Cosmopolitan and author of Sex and the Single Girl, Helen Gurley Brown; Dorothy Sayers, who worked on the Guinness zoo ads and came up with the 'Guinness is good for you. How grand to be a Toucan. Just think what Toucan do' line; Dr Seuss (Ted Geisel), who wrote copy for Ford, Esso and NBC; James Patterson, who came up with 'I'm a Toys 'R' Us Kid'; and Salmon Rushdie, who created 'Look into the mirror - you'll like what you see' for the Daily Mirror, 'Naughty. But Nice' for Fresh Cream Cakes and 'IrrestiBubble' for Aero. And, really helping to dispel the myth that ad people will spout any old guff to sell you something, your favourite and mine - Simon Sinek. Before wanging on about golden circles, making up stories about Apple's purpose, and providing leadership training to the US Immigration & Customs Enforcement department under Donald Trump, he worked at Ogilvy. Why indeed Simon. Why indeed. *See comments for more. #advertising #marketing

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Is advertising on social media broken? Matthew's thought for today... In today's attention economy, various social media platforms may employ unique algorithms, yet all ultimately reward user engagement that resonates with their audience. Consequently, we are witnessing a homogenisation of content across platforms because the objective is the same. Notably, even LinkedIn is starting to mirror Facebook in its dynamics. This poses a significant challenge for marketers: should they adapt their advertisements and content, potentially at odds with their brand ethos, to ensure engagement? This strategic dilemma brings forth a crucial question: Should we conform to these platforms to maximise reach, or should we adhere to our brand values, even if it might limit our visibility and engagement? Alternatively, is it time to explore other marketing avenues where control over brand presentation is less compromised? I'm keen to hear your thoughts on balancing brand integrity with the demands of the digital landscape. #MarketingStrategy #BrandIdentity #SocialMediaMarketing

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Surprisingly, there is very little guidance for those wanting to step up to the Creative Director position or those who have landed in the role and are looking for more advice. That’s why, as part of my coaching services, I have added a programme focused solely on how to be the best Creative Director you can be. I’ll be sharing, via video calls, insights and the lessons I have learned along the way on my creative leadership journey. Details are in the carousel below. #creativedirector #creativity #creativeleadership #advertising

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Last week was an absolute wonderful whirlwind at the Cannes Lions International Festival of Creativity and I am already planning for next year. It’s impossible to include a week of learnings into one post – so here are my top takeaways. 🎤Speak on as many panels and roundtables as you can! Brilliant people + different backgrounds + different perspectives = some pretty amazing ideas. I’m going to keep these conversations going. And, you might just see some of these conversations turn into incredibly intelligent campaigns! 🤖As expected, AI was everywhere, and I think we’re all starting to get a bit fatigued. An installation on the Croisette stated, “AI IS NOT CREATIVE. YOU ARE.” Yes we have AI upscaling in our TVs which is AMAZING but when it comes to creativity, I’m focusing on unlocking the potential of human creativity. I don't want AI to be creative for me, I want it to do the mundane and free up my time so I can be creative. Samsung Electronics America innovates with AI technology to make sure your electronics and appliances do just that! 🏋️‍♀️As a mom of two daughters and a female leader, I love to see femme in full force. From sports to business to everything in between, keep your eyes on the women - we're just getting warmed up and the sky's the limit for what we can do together. Women supporting women is powerful! 📈Driving sales and brand health metrics with smart collaboration is a strong recipe for success. Align with brands and talent that share your vision, values and audiences to create insights-based (research, not me-search!) campaigns that are memorable, engaging and break through the noise. Make people laugh, cry, empathize or think - and your message will sink in. 💗Finally, surround yourself with kick ass people. A gigantically huge and heartfelt THANK YOU to Simona Meynekhdrun Taryn Brucia Jen Stratton for pulling four speaking opps and countless meetings and events together in just a little more than three weeks leading up to the Lions. You accomplished in just 25 days what many plan for over months and months. You are truly the BEST. Anything I missed that really resonated with you? Let me know and let's keep the creative inspiration going... #canneslions2024 #samsungelectronics

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Amazing time at MAD//FEST. My highlights: Liquid Death, Liquid Death, Liquid Death! The sheer appreciation for their brand! "The company’s marketing can only be as bold and gutsy as its most senior person." True words Daniel Murphy Rory’s Approach: Ask for Forgiveness, Not Permission : Your ability to stand before the audience and talk about both your wins and your cease-and-desist moments with equal honesty is commendable. And that hawk-tuah T-shirt- show stopper! Jon’s Honest Stories: Your candidness and the raw truth about getting fired not once, but twice was powerful: "When you get fired, it’s not about you; it’s about them." Rory Sutherland’s profound insights about the reality of marketing in the average organization: “Brands unintentionally encourage lack of accountability by segregating departments, which is the biggest act of violence against the customer." And finally and most importantly, spending valuable time with my lovely team and our agency partners: Francesca, Leonor, Freya, Scott,Tracey, Jonathan, Jonny, Adam Mad Fest, you lived up to the hype! Snippets from my talk at the event.

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Discover how The Telegraph is reshaping news visualisation with inclusivity at its core! Learn how they're breaking down barriers and making complex information accessible to all audiences. A must-read for journalists, designers, and anyone passionate about inclusive communication. #NewsVisualisation #InclusiveDesign #JournalismInnovation #Accessibility #TheTelegraph 📰🌟

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