George Moreira

Folks, we have an exciting webinar TODAY on the hottest topic in the media industry right now: Retail Media or Commerce Media. We have an outstanding panelist lined up, and you definitely don't want to miss it. If you're a CPG marketer, this topic is a must for you. I assure you that you'll walk away with actionable insights to bring back to your organization. Click the link below to register. Looking forward to seeing you there!

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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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Winning with Culture! Group Black is your key to unlocking measurable brand growth. Let’s discuss how we can do it for you.

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Recently Omnicom Media Group and Flywheel launched a white paper examining today’s shifting and fluid path to purchase. Co-authored by Omnicom Media Group Chief Intelligence Officer Joanna O'Connell and Flywheel VP, Retail Insights Xian W. Wang, the study provides a road map to help marketers navigate the new landscape. This excerpt published in AdAge also offers a preview of a key theme we will be exploring in Cannes, diving deep into the changing customer journey, and revealing how OMG and Flywheel are partnering to help brands drive growth in the modern consumer marketplace. #TransformExperiences #OmnicomCannes #AdAge

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While technology will cocoon consumers’ lives in years to come, nature will constrain them as societal conventions around growth and prosperity will be further unseated. This will create a landscape where assumptions that previously perpetuated culture and business are re-examined. At #dentsu, we are driven to innovate. Leveraging insights from 30,000 global consumers and 20 experts, our #ConsumerVision2035 report outlines the forces and trends that will reshape technology, culture, consumers, and brands over the next decade. Read the full report to unlock the perspectives needed to future-proof your business, create differentiation, and make an impact for your communities. #InnovatingToImpact

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As Pride Month approaches, many brands are reconsidering their strategies. Recent trends show a shift towards more subtle celebrations, driven by rising backlash against “rainbow-washing” and increasing scrutiny over genuine support for LGBTQ+ communities. 📉 What’s Changing? • Consumer Sentiment: There’s growing consumer awareness and demand for authentic representation and support. • Risk of Backlash: Brands face criticism for superficial gestures that don’t translate into meaningful action. 🤔 What Can Brands Do? • Authenticity: Ensure that Pride campaigns are backed by real, year-round support for LGBTQ+ rights. • Internal Policies: Reflect the values you promote externally with inclusive workplace practices. • Long-Term Commitment: Build ongoing relationships with LGBTQ+ communities beyond June. #PrideMonth #BrandStrategy #LGBTQ #Authenticity #Marketing

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S/O to Whitney Alexander's Substack for this fantastic ADWEEK spotlight. As a 40+ woman, I am definitely feeling the lack of focus by most consumer brands, ironically, when I'm the most willing (and able) to spend more for quality. Only 5-10% of marketing budgets are earmarked for an over-50 audience, BUT: 💰 Women drive 70-80% of all consumer purchasing, either through buying power or influence  💸 And women older than 50 drive $15 trillion in spending power—which is 27% of all consumer spending in the U.S. 🤑 By 2030, women are expected to control much of the $30 trillion in wealth that is soon to transfer from baby boomers to younger generations—namely millennials, who will all be in their mid-30s to late-40s by then [GASP]. The article lists General Motors, Buick and L'Oréal as exceptions, who else do you think is doing a good job at this? https://lnkd.in/ee_ssgGD

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Join us for our next KEYS webinar as we share findings from our new Ipsos Generations Report and discuss how businesses can foster genuine connections with diverse generational groups and take the right steps to prepare for tomorrow’s population realities. https://lnkd.in/gqGhDtpk

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When you understand that brand storytelling and retail performance don’t have to be at odds with one another and are in fact most powerful when paired together, then we can seize the opportunity to both inspire and sell… 👍

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You're going to get 500 trend reports before the end of the year. I realize I am part of the problem there, as I'll send you several myself. Here's my attempt to also be part of the solution: How can you tell which are worth your time, how do you curate and how do you activate within your team and your organization.

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The marketplace will look a lot different in five years. Mars United's Michele Roney offers 8 trends every hopeful network needs to consider in this new report. Check it out here: https://lnkd.in/gj7Y4HFY

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A pragmatic approach that asks the industry to "reinforce the foundations of a digital advertising ecosystem that values authenticity and penalizes deceit." It's time to go back to the future and demand that advertising is placed alongside quality content.

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The landscape of corporate support for Pride has seen a shift this year. After facing backlash for their Pride campaigns in 2023, companies like Nike and Target seem to have taken a more cautious approach in 2024. This trend highlights the complex dynamics businesses face when aligning with social causes. 🔍 Key Takeaways: • Consumer Sentiment: The intense scrutiny and polarized responses from consumers have led some brands to reassess their public displays of support. • Balancing Act: Companies are navigating the fine line between authentic support and perceived opportunism, striving to maintain credibility while supporting the LGBTQ+ community. • Long-Term Strategy: Successful brands will need to develop consistent, year-round strategies for supporting diversity and inclusion, beyond just Pride month. The evolving approaches of these major brands underscore the need for thoughtful, genuine engagement with social issues. #Pride2024 #CorporateResponsibility #LGBTQ+ #Diversity #Inclusion #BrandStrategy

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Retail is not just about "experiences" in 2024—it's about connected experiences, says #RetailMediaSummit keynote Jessica Hendrix, EVP and CMO of Hy-Vee, Inc.. And that's where #retailmedia comes in—expanding the relationship between shopper and retailer to also include brand advertisers. As a regional chain, Hy-Vee has always been deeply integrated into communities, offering regional insights beyond national chains. Demonstrating the evolution of experiences, Hy-Vee has installed food courts in stores (inspired by Eataly)—Chinese, Italian, and American fare. Shoppers have shown time and again they will spend more money at a location if they connect to the experience. Capturing shopper attention is harder than ever, but delivering relevancy is about diving deeper into the shopper data—beyond demos to psychographics and behaviors. Also, kid influence is much stronger now with parent shoppers than in the past. But there are challenges in measuring relevance—what did the shopper communicate all the way to the register? Biggest trends for the next 12 months: • In-store media will become more important. • Brands/agencies will build centers of excellence to maximize their retail media spend/campaigns. • Value of 1st-party data will continue to evolve. And the big question going forward: how will AI fit more specifically into #retailmedia? How will it become integrated into our needs? Path to Purchase Institute

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There are some good, practical mental models for generative AI highlighted in this article. “Imagine building an IKEA cabinet and hearing your assistant say you’ve placed a panel backward and directing you to page 7 of the manual. Or, imagine your Blue Apron assistant narrating the recipe while monitoring the pot on the stove and telling you what to do with the next ingredient it sees on your chopping board.”

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This is the definition of clever co-branding collaboration. Instead of reinventing the wheel, McDonald's is smart to connect consumers with an established fan favorite. Looking forward to seeing fresh ads for these sweet 6-packs of sugar soon. #CoBranding #BusinessCollaboration McDonald's Krispy Kreme TheStreet Veronika Bondarenko

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This is why we need to do more than just talk about the state of mental health and agency cultures in advertising. We need to do some hard-self reflection and start making radical changes to what we expect of ourselves, and each other. Walter T Geer III's story is a great reminder that our work isn't life or death...until it is. Sending him so much gratitude for sharing his experience. 🙏 If you have a story to share, too, I'm gathering data for a mental health in advertising report, and upcoming event, with The One Club for Creativity. You can add your voice at the survey link https://bit.ly/3UpnFLm here.

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