Courtney Scott

One size fits all marketing just doesn’t cut it. Know who your audience is to make meaningful connections.

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This is hella interesting. I don’t think it’s a brand problem…I think it’s a profit over people problem. When you get comfortable just because of your name, cut corners on quality/material/innovation, and shift away from facilitating community+connection—why buy when you can no longer resonate with a brand whos values go against your audience and their cultural touch points are surface level at best. Sometime you have to slow your processes down and give people the room to develop regardless of what the board says. New Balance moves so strategically and slow when making choices and have been at the center of creating culture. Moving as fast as culture is never the answer if it’s at the expense of people for profit and doesn’t create impact over time.

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Yes, I've started adding the "award-winning" descriptor to every relevant mention of this amazing marketing team and yours truly. You know that feeling when you've just survived production hell, you step back and take in the totality of what you all have conceived and managed to bring to life. You think, "It's done. And it's good!" Then you see the results and think "It worked!" Your colleagues agree, and usually, that's enough to carry the momentum into the next thing. And the next thing. And so on. Therein lies the challenge for high-performance teams. We yearn for the recognition, but the production cycle keeps turning. So I'm incredibly grateful to Evi Loveres--truly one of the most talented creative professionals in the industry--for breaking the cycle and championing this opportunity. In case you don't feel like clicking the link, Fictiv's annual State of Manufacturing report is my favorite campaign (and a beast of a project.) "State of Manufacturing is an in-depth annual report published by Fictiv to demonstrate its leadership and expertise in the manufacturing industry. Last year's report was generated by surveying over 240 leaders in engineering, supply chain, manufacturing, and product development to identify developing trends and gather key insights. These insights were packaged as a landing page, ebook/printed piece and was supported with an integrated campaign consisting of email, webinar, live panel discussion at a trade show, PR, and various social media promotions." Go ahead and click that link for a selection of creative assets developed for this comprehensive campaign. Results (June 2023 - April 2024) - Potential reach: 209.4M - 688 backlinks from 46 referring domains - 7K website users (4.7K new) - 600+ e-book downloads - 375 webinar registrants This campaign would not have been possible without my award-winning 😉 colleagues: Christine Evans, Michael Gorman, Evi Loveres, Varun Mehta, John Honey, Jenn Miller, Kaitlyn Silva 🏆

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I got that feeling, because Im at Target, Sipping a latte, Shopping for nothing, but buying everything. Isn't this Yargets overall strategy? They want us to stroll, roam, browse, and enjoy being in their store. This ad is absolutely hilarious and brilliant. It highlights the thing about Target that we all love and evokes emotion. While watching this commercial I saw myself in a few of these characters (cough, cough, the latte drinker, and plant enthusiast). 🎵 Perfect song choice. When it feels like a no-brainer that this ad worked.... that means its a real gem and a marketing win. Watch the Ad 👉 https://lnkd.in/gSQ2e9nY #Target #TargetStores #targetCommercial #FunnyCommercial #Marketing #MarketingWin #MarketingSuccess #MarketingInsights

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The pendulum has swung back. Consumer promotions once again are as relevant as ever. But what tactic is right for your brand, shopper and campaign? What are the legal numbers nuances? How much do you really need to set aside for rewards and prizing? Our all star team at Breaktime Media spent months working through all this and much more. Our Consumer Promotion Playbook is your guide to all things promo. Grab your copy at the link below and let me know what you think.

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Sometimes I want to control my shopping experience, sometimes I want the thrill of the discovery. Sometimes I want 15 filters to narrow my search, sometimes I want the brand to take the wheel. In Quick Study’s latest Study Guide, we explore the relationship between consumer behavior and control, and how brands can keep the balance.

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Another HOT take from FEI. I was super inspired today by a wonderful discussion around stretch thinking. The premise of building a path to the future by strongly connecting a brand to culture is solid. Grabbing onto macro-forces moving the world and getting inspired by what THE brands who are creating culture are doing to guide your own efforts is smart. Where we often see these types of efforts fall apart, however, is failing to consider whether your brand has the cred it needs to be seen and accepted in this cool, new way. Brands who know who they are can catalyze their fans with offerings and points of connection that are authentic, relevant and strong. IF a brand is trying to get ahead of what’s next (or find their way to fresh), sometimes it can take too big of a leap in what’s it’s doing, saying or creating as it seeks to demonstrate cultural relevance. Confusion or eye-rolls can result as your brand acts in an unrecognizable way. So, we like to remind folks that sometimes you need to take small, initial steps to build up some equity as you make an intentional shift. It takes patience and a thoughtful eye toward every act of “brand” performed as you build consumer association with forward-thinking ideas before you go full blast and really turn up the heat. #stretchsavvy #smartstretch

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Behind the paywall there’s some great stuff here…. Gap has been all over my LinkedIn FYP these last few days which to me is an indication they are working there way back into the hunt. To Danny Weisman’s point - this isn’t always about “impressions” but rather impressions with purpose. I’m old enough to remember you went to GAP for quality clothing that felt great on and held up to weekly washing. Should be a great lesson in how brands & media now more than ever need to work in tandem. Something Steven M. and I with our consultancy Moy & Halter often are talking extensively to or are listening in on brand marketers with great insights like: Diana Haussling, Vinny Rinaldi, Alyson Griffin, Casey Hurbis, Dave Kersey and Sri Rajagopalan about. What’s your opinion on how creatives and media strategy teams can better align through the planning process? Leave an opinion below 👇

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What are the metrics by which one should judge their retail media success? Check out our conversation with Havas Market's Molly Hop to find out!

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💡 #Brands Take note how the #NYPost mitigated #cookiepocalypse risk by using Aqfer's identity resolution tech, informed by Prohaska Consulting. In a post 3rd party cookie 🍪 world killer content and segmentation hooked to an adtech #frankenstack results in risk & loss. Pubs and brands need their own 1st party IDR systems to avoid fragmented customer views that result from multiple ID providers & other partners who are all hooked to each other in an attempt to create their own scale. This many-to-many-middlemen scenario has plagued adtech from the start. The result is redundancy, media waste, inconsistent customer experiences and inaccurate measurement. Think of Aqfer IDR like Data tech’s version of SPO 😉 #DPO, enabling clients like the NYPost, to get a single, deduplicated, omnichannel view of their customers. More here - https://lnkd.in/ggjDGWn5 https://lnkd.in/gTNURTu2

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This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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This is good news. The ads and film have tapped into the most important needs of consumers: inspiration, optimism, vitality, and autonomy. But this sector needs more than just pretty storytelling in ads - it needs storydoing/living (on their part) and to impart story being (where consumers are participants not just audiences). That means live experiences and showing consumers what Adidas can/will be for them IRL. #brainmanagement

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Exciting news! Path to Purchase Institute just published my latest article on Impulse Shopping. At Provoke Insights, we surveyed 1,500 individuals across the US to uncover who's most prone to impulse buying and which industries are most susceptible to impulse shopping. Our findings reveal crucial strategies for marketers. Big thanks to Melissa Conforto for her hard work on this project! #ImpulseShopping #MarketingInsights #marketresearch https://lnkd.in/e5DV3MUx

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Moving Retail Media from Science to Art.... Here's a few musings from the latest Unfold about how we've seen the advancement of RMNs into the upper funnel resulting in the conversation shifting from a place dominated by data and ad tech in to more of a discussion on messaging and creative. Or put more simply, how Retail Media is moving from a pure performance channel to a traditional marketing vehicle. ... and as a true P&G marketeer at heart, how excited that makes me! I'll drop the link to the full episode in the comments too 😀 Let me know your thoughts!

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"Chaos asks questions of you order never will" The wonderful Colleen DeCourcy retells her experience working with Dan Wieden when she took over as Chief Creative Officer at Wieden+Kennedy Her immediate response to me asking about working with Dan was this quote about chaos. We have a natural reaction against chaos because it can be destructive and unsettling but what if we reframed it as a necessary condition for achieving something truly breakthrough 🌪 Chaos propels you forward while order maintains the status quo 🌪 Chaos creates leaders while order creates managers 🌪 Chaos demands a response while order delays it 🌪 Chaos reveals the cracks while order papers them up 🌪 Chaos forces ownership while order delegates it 🌪 Chaos fosters creativity while order fosters compliance 🌪 Chaos requires trust while order replaces it It got me thinking whether there is an optimal mix of Chaos and order required to achieve breakthrough ideas and momentum? We spend most of our time creating order but what if what we actually needed was an injection of chaos? To hear more from this episode check out the links in the comments John Kearon Kerry Collinge Orlando Wood

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I am not a specialist in advertising. I'm a proud generalist. But today, while trying for the umpteenth time to restart #C25k, I was listening to the Uncensored CMO podcast interview with Jo Shoesmith. Her and host Jon Evans were discussing the power of emotional advertising and distinctive assets, and mentioned the Amazon advert 'Joy Ride'. The whole interview was really interesting (and did a good job of distracting me from the aforementioned running effort), it made me go back and watch this ad. In the mayhem of the Christmas adverts, this one had sort of passed me by. It really is lovely. And here is why I like it: 🤔 They tapped into a simple, real, truth - these grannies are sitting there watching all the kids having fun, and thinking 'that used to be me', 'I would give anything to be able to do that again, but my body is too frail so I don't dare'. They found a way to celebrate the caution and frailty that stops us doing things we love when we get old while demonstrating a key solution to that challenge. 👍 They threw out the stereotypes - grannies are so often shown as past it, knitting quietly in a corner, or the total opposite with Mohawks and skateboards for the shock factor. These were just real, wrinkles and blankets and all - but through the story, we see them as the young people they were, and still are at heart. 📖 They embraced storytelling - a lovely narrative, keeps you engaged along the journey and has a feel-good ending. Just like we like it. 🎶 They included sensory elements - the lilting Beatles track, the steam rising from the mug, the wrinkley faces, the nostalgic colour grade on the flashback sequence, the infectious sound of laughter, all come together beautifully to support the narrative and drive strong emotional engagement. Like I said, I'm not an expert in advertising, and frankly I'm not even a huge Amazon fan (I prefer to buy locally where possible), but this is really great brand work. Here's the video in case you fancy a refresher: https://lnkd.in/eGRrrqYy #brandmarketing #advertising #storytelling 👏 Lucky Generals

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