Jessica Smothers Estrada

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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#AIThoughts Designer and Creatives. We should be happy about the rise of AI. It will likely spawn two key changes in our world. Certainly it will revolutionize production through scale while relieving many industries of mundane execution tasks & activities. More importantly though, it will (perhaps unintentionally) elevate the affinity and value of one-of-a kind, beautifully flawed, thoughtful, nurtured, organic creative work–made by humans. 😉 Thoughts? #creative #creativity #design #AI

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What the heck is a “real” brand? Oftentimes I hear hiring managers or creative leaders wanting to see work by job-seeking creatives for “real” brands. Does that mean the 30+ brands I worked with in the past couple years were imaginary? Does that mean they don’t live in the minds and hearts of their clients? - One of my clients went from stall to storefront - Another grew to 10+ leads per week - Another grew their community and coaching biz so much that they can support their family by only working a few hours a week - Another went on to get bigger projects and gain the confidence to show up on-brand in all marketing and comms Woops. But those aren't “real” brands because they aren't Nike or Pepsi. Welp. They're real brands living in the real hearts of their real clients. Those “imaginary” brands are still real brands to me. Unless this entire time I was living in a dream. 😅 #brandstrategy #branding

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The Joker from Christopher Nolan's Batman is a great inspiration for brand positioning, advertising, and project management. • Brand Positioning: Gotham was overrun with gangs, but no gang that preyed primarily on those gangs, other than Batman. The Joker recognized a business opportunity to essentially demonstrate only he was crazy enough to go against all of them, which ultimately had them fall in line under him against their own common enemy - the Batman. This translates to my ability to figure out your real competitive advantages and disadvantages, and creating a strategy which will beat sh!t out of your foes. • Advertising: The Joker says that he likes cheap things like dynamite and gasoline, because they get the job done even if it's a little messy. That is a great way to look at getting your message out there. Slick digital campaigns may cost an arm & a leg, and ultimately have a lot less attribution than you're promised. It becomes much cheaper to spread your money across inexpensive things like street art/unpermitted promotions, email, and generating word of mouth. But you'd have to know how to use those things in a creative way to be effective. • Project Management: Similar to Keyser Soze (from The Usual Suspects) the Joker manages to create an environment around himself where people are enticed, confused, and susceptible to inadvertently (and intentionally) working for him. People follow his games whether they like it or not. This enables his team to grow well beyond those who he can directly employ, and as a leader The Joker creates both loyalty & respect. People want to work for/with him. This goes beyond "viral moments" to create long-lasting, deep impact. Now, if I have to caveat this with the fact that The Joker is a villain, and everything he does is sinister - which should not be followed - then we are probably not going to vibe. On the other hand, if you're thinking, "Yo, this dude Mattske knows what's up and I've never thought about The Joker as an inspiring marketing figure before but he's right about that..." then DM me about your next campaign. If you have a small budget but are willing to trust me with it: let's get busy. If you have a gigantic budget and will value me over your paid distribution: 😎 Ya'll know where I'm at. 🌍 Global Communications 🎱 Saving You A Fortune 🥋 Language As A Martial Art 🥩 Sizzle AND Steak Throw me your wildest ideas, or let me come up with one for you.

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🍭 Top 3 Takeaways from this week's Sweets & Snacks Expo: 1️⃣ Occasions are the NEW Seasonal While traditional seasonal products aren't going anywhere (pumpkin spice: you *ARE* safe), consumer demands are evolving FAST. Whether it's aligning an LTO with a Taylor Swift album drop or deciding what snack to buy for a Vanderpump Rules Reunion watch party with friends, brands and retailers that solve for occasions in culture will outpace their peers by a mile. A standout example was Jack Link's Protein Snacks Bloody Mary Mixes: "people were already putting beef sticks in their Bloody Marys, so it made sense that we show up at brunch!" 2️⃣ The Better-for-You vs. Indulgence Battle Continues NCA Sweet Insights reports that only 53% of consumers believe BFY confections exist, and just 1 in 10 purchase them frequently (predominantly Gen-Z). Experts confidently state: "Indulgence is not going anywhere," even as consumers cut back on snack purchases citing health concerns. The takeaway? Consumers will never give up indulgence—it will just look different in the future. There's a MASSIVE, untapped opportunity in this space. Standout brands already threading the needle beautifully include BEHAVE and NICKS, both of which highlight indulgence with drool-worthy flavor and texture, and an "oh-by-the-way this is actually better for you" twist. FFUPs also caught my eye with their unabashed "NOT HEALTHY" claims, embracing the pure joy and emotional benefits of snacking without any B.S. 3️⃣ Foodie Influence International flavors aren't new, but what stood out was the expressive brand storytelling in snacking. There were so many founders on the expo floor sharing the flavors of their culture with infectious joy. El Nacho was particularly memorable—their tortilla chips were not only delicious, but their packaging was a vehicle for storytelling with cheerfully rebellious characters. I am an immediate fan (especially of Ms. Mango). Nomad Snacks also drew me in with their journey of international flavors like chimichurri and ramen. Lastly...our team has a few more takeaways in our pocket too spicy to publish here 👀 DM if you want to hear more! #SweetsAndSnacks #ConsumerTrends #foodandbev LPK Emily Dominick Kyle

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Did you know that 41% of consumers are likely to return to a brand that admits its mistakes and apologizes? Bumble Inc.'s recent billboard blunder and subsequent apology highlight the importance of transparency when brands make major #advertising mistakes. Take a look at these five types of ad apologies, including valuable lessons for brands and marketers alike!

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Glossier's former brand designer, Sam Sontag, has done it again! My answer is yes! You can go viral with your packaging 📦 Hailey Bieber's Rhode beauty brand did it with the peptide lip tint phone case. Two key points that you should take into account: 1.- Stay culturally relevant 🌍 2.- Be bold Bonus tip: Do things that trigger conversation, surprise, and wonder 😍 What do you think? 💄📱

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This handsome man has some wise words. In 2024 #sonicbranding remains the most powerful and most under-utilised brand asset. #brandmarketing #branddesign

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Lessons learned… I faced a tough situation with an overdue invoice… 60 days past due despite my artwork delivery in April. (It’s currently July!) Multiple reminders went unanswered, leading me to a debt collection agency. It’s been a lesson in business and self-reflection, and I’m here to share what I’ve learned! As freelancers, we must protect our work and peace of mind. Here are some reminders before starting any project: ✔️ Contract: Ensure the scope of work and deliverables are detailed in a signed contract. ✔️ Contract Changes: It’s okay to say no to changes to the contract, or update terms before proceeding. ✔️ Deposits: Always request a deposit for design work. ✔️ Payment: Don’t release designs until full payment is secured. ✔️ Trust Your Gut: If something feels off, it’s okay to walk away. Despite the challenges, there are clients who make it all worthwhile. My favourite clients are… ❤️ The ones who pay on time, who don’t ask for a discount, and even congratulate you for raising your rates ❤️ The ones who celebrate and appreciate your art, recommend you to their friends, tag you in their posts out of glee ❤️ The ones who genuinely are a joy to collaborate with. The project just feels fun and doesn’t even feel like work! They’re the ones who remind us why we love what we do. So fellow freelancers… Navigating pricing and contracts can be tough, but standing your ground is key. Clear communication and boundaries are essential business practices. And if a client resists, consider if they’re the right fit for you. And now over to you… Have you faced similar challenges? How did you handle them? I’d love to hear your freelance stories so that we all learn and grow as community. Let’s support each other in our freelance journeys! ____ Hey, I’m Carolyn. I create beautifully bold textile print designs and support busy fashion brands so that they can hit sales targets and keep production flowing! Get in touch to book your next best selling custom print: hello@carolynquan.design Instagram: https://lnkd.in/gXf8H_SZ Website: https://lnkd.in/gbEqAiEA

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Give me a squiggly For anyone who doubts the mainstream potential of Retail Media, take notice. Walmart now has its own studio in Playa Vista, aka #siliconbeach. Opening up a 80,000ft facility called #walmart studios, the tit-for-tat that Amazon and Walmart have been doing in the media space continues. Essentially, an in-house agency to serve Walmart's needs the facility brings it to the center of the entertainment world, Los Angeles. Led by the former head of brands at rival Target, you can expect a heavy lean-in from Walmart in retail media, the fastest-growing piece of the once again relevant ad space. More branded video, more product placement, more shoppable programs such as "Add to Heart" are likely in the works. The $5.3T retail industry is up for grabs as consumers increasingly buy straight from their TV (any type of screen) and avoid parking and other IRL hassles. Nothing is a foregone conclusion in life including the success of this venture, the best way to predict the future is to create it. To do that, you have to try, and Walmart is certainly seeding many bets in retail media. #retail #retailmedia #ecommerce The Drum https://lnkd.in/g8tpYJCM

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I assume that y'all can... From CoorDown's "Assume that I can" to McDonald's McNuggets ASL ad and Subaru's "A Beautiful Silence" with Keivonn Woodard, inclusive ads are changing the game. But we can't stop here. I challenge companies to broaden their marketing horizons, break stereotypes, and embrace diversity. Let's create a world where everyone feels seen. As someone not directly part of these communities, I'm inspired by the stories these ads tell. But there's always more to learn. What new inclusive ads have you come across? Join me in sparking conversations and championing inclusivity. After all, I assume that y'all can 😉 #ChampioningDiversity #InclusiveMarketing #DiversityandInclusion

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"Sometimes we plant the seeds for trees under whose shade we will never sit." 🌳 Shortly after I started at Walmart, a proposal came to me to build a photo studio in Los Angeles, I said Yes. And... WHAT IF? WHAT IF we dream bigger. Build an integrated Production Studio and Creative Lab. Grow our creative capabilities. Create content at the speed of retail and culture. Tap into the diverse talent right here in LA, a community of the world's greatest storytellers. Create more impact and help more people live more equitably, more sustainably, more beautifully. The bigger dream included a massive Production Studio with space to grow capabilities, natural light fashion studio, shooting kitchen, sound stage, virtual production stage, editing and finishing capabilities. Brand Lab - to build and grow owned, partner and private label brands. Story Lab - to win hearts, minds and spirits. Culture Lab - to put the brand in culture and culture in the brand - collaborating with diverse creators. Innovation Lab - to embrace new technology from virtual production to AI to who knows whats next. Sometimes all it takes is a Spark. And a hell of a lot of teamwork. To all those who made the bigger dream a reality, well done. I hope you kept the yoga studio and the dog run:) #walmart #brand #retail #leadership #chiefcreativeofficer #creativity #inhouse #agency #storytelling #purpose #impact #production #virtualproduction #collaboration #team #dream #cocreation #community #diversity #equity #DEI #sustainability #style #LosAngeles #LA #AI #innovation #spark #dream #whatif #gobig #failforward #thedrum

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What up! I’m Sr. Derrick Whitfield Sr., your go-to Graphic Designer for unconventional brands seeking to make a real impact. - Proudly collaborating with respected clients, my work has blessed renowned platforms like the House of Blues, BET, The 2021 Sundance Film Festival, The Grand Hyatt San Diego, The Hyatt Regency San Diego, TBN Christian Network, JESS SIMS - Peloton Instructor, House of Harlow 1960, and the Gathering Spot in Washington D.C., Nike NYC and Hypebeast. Together, we've created some mind-blowing visual masterpieces that leave audiences in awe. - I'm all about taking your work to new heights, and I'm excited to offer my creative services to commercial brands. I got a sharp eye for what's fresh and innovative, and I promise to whip up designs that connect with your audience and take your brand to a whole new level. - But my journey isn’t just about art; it's about breaking down barriers and making the graphic design world more diverse and inclusive. My creative business opens doors for creatives from every walk of life. We will make the design industry stand out with some real diversity! - Each brand is unique, and I get how important it is to customize designs that match your brand's vibe and vision. My work isn’t just about looking good; it's a strategic tool to get your message out there, captivate your audience, and leave a lasting mark. - Thanks for checking out my bio and work. When you're ready to get unconventional with your branding, remember that Whitfield Designs Company has your back, and the possibilities are endless. Let's go on this creative journey together and turn your vision into a masterpiece. I can't wait to earn your business and be a part of your brand's incredible success! . . . . . . #creativesatwork#creativepreneur#bipocbusiness#blackowned#pocbusiness#dreamersanddoers#solopreneur#branding101#smallbusinessowner#discoverunder5k#gwinnettcounty#gwinnettcountyga#diversityandinclusion#gwinnettsmallbusiness#bipocdesigner#serviceprovider#veteranownedbusiness#calledtocreate#calledtoserve#thankyouforyourbusiness

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When selecting branded merchandise… Always consider product durability. While it might be more expensive up front… If a gift lasts for 8 years? Instead of 8 months? You’ll get a whole lot more brand impressions.

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