Carole Irgang

Groundhog #Lays recognized as one the top 6 breakthrough campaigns in the first half of 2024 and in some great company with CeraVe, E.L.F. BEAUTY and others in this feature from Marketing Dive. For an idea that came together in 2 weeks from a text of "hey I got an idea..." to being on air 75 times in a single day, it was fun to watch the consumers that loved it (or thought they were goin crazy) and turning Groundhog Day into a marketing moment. https://lnkd.in/g_9UQPss This team has talent for days and days and days. "and I'll say it again!" Brett O'Brien Steven Williams Tina Mahal Michelle McAlister Amanda Paluzi Corral Cilla Sutfin Jordan Gilliam George Dewey Isabel Gaeta Katie Anctil Jeanette Zimmer Jenny Allenbaugh Gabrielle Miller Dan Donovan Molly Alesi Nicole Wyand Joey Isip John Campbell Dan Sanborn @Jeffrey Benevides Kathleen Swanson Molly Alves Dan Cohen Noah Goodwyn Young Edith Ortiz Marin Bergman Ilana Shenitzer @Elias Haymandos Jane Alexander Katelyn Muchowski Katherine Angst Monica Wiedemann @Elizabeth Militello OMD USA Ketchum POV Agency Ryan Reynolds Maximum Effort @Jimmy Kimmel's @kimmelot Disney Advertising James Clarke #Lays #magicmakers #joy #groundhogday #marketing #fritolay #marketing #marketingdrive #pepsico #breakthrough #ideas #concepting #advertising #breakthrough

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Great webinar on a topic that agencies need to understand!

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A really interesting case history on #brandstrategy. ““[Liquid Death] sees itself as a media company first and a product second,” observed Young. “The company’s CEO has said in multiple interviews that you can’t ‘own’ an ingredient like canned water, but it could own a unique brand, wrapped in a compelling package, with a bold point-of-view that speaks to a niche audience.” If this can not only be theorized but also successfully executed for a product most people would see as a commodity, how much more true this statement should be for categories with higher intangible value! #brandmanagement #branding #marketingstrategy https://lnkd.in/eaB8mMmw

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We're running a webinar for Brands in a couple of weeks' time on Retail Media from an Advertiser's perspective (all of the information can be found below). If you're a CPG Brand Manager, Shopper Marketer, Ecommerce Owner, or you're in Digital Marketing, this could be a helpful session for you. A lot of the content out there right now is based on the theory - our intention for this session is to make it super practical & based on real-life case studies of those who we think are getting it right. We have a great panel line up, so you'll be hearing contributions from brands on how they're working in their organisations to set up for success in this 'new world' of advertising and I'm hoping they'll also be brave enough to tell you what they've gotten wrong too!

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#556. What do Marketers really do? This is a question that I often get asked. And do their jobs change with tenure. Frankly there are 3 key tasks that a Marketer in a Corporate deliver on: #1. Activation or essentially driving the business. This is typically the role that Marketers take on in the early years of their career and includes Sales coordination, Promos, Schemes, POSM and the like. #2. Innovation is the next task that Marketers pick up, usually after a few years of experience & this usually includes new product development, pack design, brand refresh etc #3. Communication is usually the most nuanced function of marketing that senior marketers build expertise in and it typically delivers the brand strategy of grow category and steal share So while all Marketers work on strategy, the parts of strategy that they focus evolves as they mature. Have I missed anything or do you think there is more to be added? #brandupwithbajaj #thepracticalmarketer

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Deciding where to advertise can be daunting, even for large companies! The options are seemingly endless and the technology in the ad space continues to evolve and expand at a rapid rate. I've taken a special interest in Conservative Media advertising options and we have clients advertising on or considering advertising on all of the Conservative channels mentioned in my blog post here. If you're interested in reaching this audience, let's chat!

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The need to crafting an integrated marketing approach may sound straightforward, but executing it can be challenging especially in larger organization. In many circumstances, companies prioritize short-term gains over long-term sustainability. Having navigated diverse corporate landscapes, I've learned that developing a robust integrated marketing strategy demands meticulous planning, collaborative partnerships across departments, and a shift in mindset from individual channel victories to overarching marketing ROI. A recent article featuring J.M. Smuckers' CMO, Gail Hollander, resonated deeply with me. She spearheaded initiatives to revitalize iconic brands like Jif and Meow Mix. Hollander emphasized the importance of integrated teams devoid of silos, where every facet, be it media, data, or social, seamlessly intertwines. This holistic approach fosters synergy, ensuring that the business thrives today while safeguarding brand vitality for tomorrow. #integratedmarketing #CPGmarketing #brandmarketing

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Can't believe it's been 6 years since this discussion aired, and it still resonates as certain brand traits remain timeless. Give this clear synopsis by Gayle Alden Robbins l MS Sustainability a read to see how great brands should still tick the same way today as back in 2018: https://lnkd.in/gkN2Wush "In an era where the average lifespan of brands is shrinking due to creative destruction, building customer lifetime loyalty is more important than ever. By forging emotional connections, practicing radical transparency, understanding and delighting customers, focusing on brand over advertising, and leading with passionate beliefs in a niche market, brands can create deep, enduring loyalty."

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✅🖥️ NScreenMedia (Podcast; 6/27): “In this exclusive, must-listen interview, Top Wall Street media analyst Michael Nathanson dives into the major issues driving the TV and streaming industries. — Run Of Show — Top-line conclusions from the U.S. Advertising: Competition is Healthy…and Hard Report (1:00) Amazon Prime Video had an enormous impact on the AVOD market in the first half of the year. The impact of Prime Video (5:00) Nathanson explains how Amazon Prime Video’s entry into the AVOD market impacted ad sales and discusses the big losers from Prime Video’s ad market blitz. Ad growth accelerates (8:40) The company is expecting ad growth to reach 33% this year. YouTube’s impact on the market (9:30) YouTube is already the leading streaming service on connected TV in the US. Michael explains the service’s overall strategy and heaps praise on YouTube TV. Why has TV lost so much share of advertising (14:00) The report says TV’s share of overall ad spending, including AVOD, in the US was 32% but will fall to 21% this year. I asked him why. He shares his forecast for YouTube TV subscribers and market position in 2026. We also discuss why YouTube is such a threat to traditional television providers. The FAST market (22:30) The FAST market seems to be cooling slightly, but Michael cautions against falling ad rates. Broadcasters and the DTC market (26:30) Why broadcasters are having such a tough time in the direct-to-consumer market, and what to do about it. Broadcaster managers didn’t act soon enough with streaming (32:00) Is streaming future supported by ads? (34:50) Can bundles change broadcaster’s DTC success (35:30) Big tech and the television industry (39:40) The biggest surprise in the next year (41:30)” ⬇️ #upfronts #streamingtv #ctvadvertising #cordcutting #fast #avod #svod #smartv

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What does the political landscape look like based on brand preference? What brands are truly non-partisan? In a polarized US political climate, many brands are focused on being as non-partisan as possible - but the latest Harris Poll 100 data show an interesting picture of what brands resonate more or less with Democrats and Republicans. More brands in their 100 skew towards liberal preference, though what most strikes me is how hard it is to truly exclude a party. The appeal of brands that have taken a potentially divisive stance (Chick-fil-a, Nike, etc.) may sit further on one side, but still hold significant preference across parties. When compared with how far out the Trump Organization polls away from Democrats, its interesting to see how the 'Chick-fil-a sandwich effect' allows consumers to separate product from brand. https://lnkd.in/eSextXbt #brandstrategy #brands #politics #uselection

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This seems risky, but is it? Pepsi is shifting the brand to maintain their focus on the younger demographic. Diet Pepsi drinkers - what will you do? Will you make the jump to Pepsi Zero? More about the industry shift in this 2021 article: https://lnkd.in/gpwtKSHr

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This McKinsey State of the Consumer 2024 has some fascinating insights: What’s now and what’s next. If you think you know consumer behavior, think again. Middle-income consumers are feeling the squeeze and worrying about inflation but aren’t holding back on splurges. Rather than sticking to tight budgets in retirement, aging consumers are splurging too. Speaking of older shoppers, it turns out that the brand loyalty they’ve long been known for is a thing of the past. And young consumers in Asia and the Middle East are more likely than those in Western markets to switch to higher-priced brands. These are just some of the large-scale shifts taking place in the global consumer landscape. Consumers have continued to defy expectations and behave in atypical ways, keeping consumer goods manufacturers and retailers on their toes. More than ever, companies that cultivate a detailed, up-to-date understanding of today’s and tomorrow’s consumers—who they are, what they want, and where and how they shop—will be best positioned to succeed. https://buff.ly/3Xudmc2 via @McKinsey

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Fauxvertising “The researchers from Stanford and Carnegie Mellon found that ad execs may not be particularly concerned about misinformation. They surveyed “decision-makers,” including CEOs and CMOs, and found that only 41% believed consumers react against companies whose advertisements appear on misinformation websites. That suggests, the researchers wrote, “that decision-makers believe that advertising on misinformation websites is probably commonplace…and has limited consequences for the companies involved.” Does this practice bother any of you? #advertising #adtech #consumers

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Of course it works for Prime Day, but the real story is how well radio works for less-Amazonian e-tailers. A 15:1 sales/spend ROI is pretty damn good no matter what size you are. #RadioAdvertising #Advertising #ecommerce

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🎧 Does anyone else have a podcast backlog a mile long?! Finally got a chance to listen to more Choppin It Up from Bloomberg Intelligence / Michael Halen. This time ft. Zachary Goldstein from Thanx A few points really resonated with me... 🤑 On marketing budgets Historically, they've been a fixed % of rev for restaurants. But that's not how it works in other industries. Your marketing budget should scale based on the ROI. Restaurants need to embrace the mentality that marketing can be a revenue driver. ⭐ On frequency & loyalty 70-85% of revenue comes from 20% of customers, so you better know who those people are. If loyalty is working, brands should be able to drive 1st-time purchasers to their 3rd purchase (10x LTV) and identify true regulars to keep them locked in. 💲 On dynamic pricing Customers have been accepting dynamic pricing forever. Think about happy hours. It's not an issue with the technology, it's an issue with the messaging. Restaurants need an effective marketing strategy when they implement this. 🤖 On AI Let's not mince words, the immediate benefits are in labor cost savings and BOH ops. This will likely continue through 2024 as brands face increasing pressure to improve margins. What isn't evident is how AI will help improve the FOH ops. Recommend that everyone check out the full episode

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I am fascinated by how the creator economy is shifting the best practices of brands in the marketing space. Frank Cooper III, the Chief Marketing Officer of Visa, has a very interesting perspective on this in an article written by Kimberly A. Whitler in Forbes. Take a look to see how brands are adapting 👇 #Foap Forbes #Creators #CreatorEconomy https://lnkd.in/eGZA95NG

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🌟 Check out IZEA's latest insights on influencers and discount clubs! 🌟 This report dives into how these partnerships are shaping consumer behavior in 2024. Personally, I love following my favorite Costco influencers to see them highlight the best deals and new/seasonal/LTO products. It's amazing to see the impact these influencers have on our shopping habits - including mine! Curious about the trends? Read the full report below. Wanna have a deeper discussion (or find out which influencers I follow)? Send me a message! https://lnkd.in/gErsAsrg #InfluencerMarketing #ConsumerTrends #IZEAInsights #CreatorEconomy

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In the pantheon of industry accolades, none is more meaningful than the Effie Index®. When it comes to metrics that matter, this annual ranking of the companies behind the world’s most effective marketing initiatives is the gold standard, providing marketers with insight into the brands and agencies that are advancing the industry to drive better business results.    I am proud to join my 76,000 colleagues around the world in celebrating Omnicom’s encore as the Most Effective Holding Group in the 2023 Effie Index. This honor reflects the work that Omnicom agencies around the world are delivering, powered by a corporate vision that marries creativity and technology to enable continuous innovation.    I am also extremely proud of the role that Omnicom Media Group’s 26,000 people played in our parent company earning this coveted title. Our success in deploying our industry-leading talent, tools, and technology to deliver transformative results for our clients earned OMG the highest score among all global media groups. And not just the highest score – the highest by a healthy margin, with OMG outperforming its closest competitor by 6%.    OMG’s Effie Index score — and in turn the positive business impact our clients have seen — builds directly on a consistent narrative that has seen leading industry voices like Forrester and RECMA validating OMG as a leader in the future-forward capabilities that are imperative to marketing effectiveness in today’s complex consumer landscape.   As Effie CEO Traci Alford noted in Omnicom’s announcement, “successful marketing is built on a culture of effectiveness.”  Please join me in congratulating the people across all Omnicom agencies whose dedication and talent keep that culture thriving. 

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