Karla Flannery

Corporate & Incentive Travel recently asked, “How do event marketers get the most ROI from today’s corporate meetings and events?” I chimed in with some thoughts, see 'em here:

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Strategy development does not end with the brief. You don't know your true creative strategy until the creative is done and in market.

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It's the most common (and often the most confounding) brief in CPG land: Modernize this heritage brand. Baked into this ask is the challenge amp up relevance for emerging audience$ while both honoring the brand's history and being cautious not to alienate the loyal consumers that reliably have bought its products for years on years. Smart brand builders — cue Shani Seidman and team — first look inward to identify the ideas, stories, and codes that have mattered most in the brand's history. These elements provide the structure that ensure new expressions of the brand are grounded, connected, and true. Only from here can one begin to write the next chapter. https://lnkd.in/g6AkTy3K

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In this episode, the folks at Together Equal and I chat and take a deep dive into LGBTQ+ representation in marketing and media. We explore under-represented groups, balancing profit with social good, and how we, as consumers, can drive change. Finally, we tackle pink-washing, celebrate diversity wins, and define what makes a true LGBTQIA+ ally. Andrew Milne, Sarah Aird-Mash Pink Media https://lnkd.in/eKynVPBc

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Are brands pulling back on support for Pride this year? It has been a few weeks since I chatted about this with Allison Carter at Ragan Communications and PR Daily and I still believe that they are not. Rather, I think we are seeing fewer brands veering into the rainbow-washing space given the heightened risk of criticism from LGBTQ+ advocates (and vocal anti-LGBT activists) on inauthentic or superficial and performative allyship. However, those brands that understand that action earns trust are continuing to support Pride by uplifting their work to embrace inclusive policies, creating impact-focused purpose-driven campaigns, and promoting a culture of belonging by celebrating and uplifting their employees, consumers, and partners. These brands are not backing away from those values and there is plenty of data to show that this will continue to drive growth, as noted by this year's #ReturnOnLeadership (ROL) Index, comprised of companies with strategic clarity, alignment, focus, and a sense of meaning, showing that the ROL Index (+49%) has outpaced both the S&P 500 (+26%) and the Dow Jones Industrial Average (+11%) over the past three years.

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AI keeps pushing the bounds of advertising and marketing, and seeing all of the advancements is so exciting. Knox News reports on this and notes that each advancement makes people's jobs easier and decisions more accurate. Technology is only advancing more, and it is up to us to make sure that it is used ethically and responsibly. The way to do that is through regulations and lots of education surrounding the use of AI. #Ai #Marketing #Education

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Are executives the new "influencers"? 🤔 They say they are, with nine in 10 executives believing that having a strong and visible leader is important for a company's success. My take is that it isn't just about "doing more on LinkedIn." This is about things that have always been important for business and leaders: + Trust + Reputation + Authority + Humility + Authenticity LinkedIn is a tool....a GREAT tool for sharing all of these traits. Great insights from PRNEWS ⬇

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What are the top five media trends for advertisers to be aware of right now? Find out on the OUTFRONT blog.

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Failure is a part of the game in advertising. Whether it stems from a partner's decisions or campaign outcomes, taking risks means sometimes falling short. I love this article's insight into how to approach and leverage failure. As a leader I have always tried to make room for failure—it's essential for our growth as creatives. #creativity #agencylife #leadership #creativedirector

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When was the last time you woke up and said 'I think I'll be a B2B consumer today?' I'm guessing, never. Love this piece by Agnostic's own Lena Knight talking about how we believe in a 'Business 2 Person' approach. Spoiler: it works! Agnostic #B2BMarketing #Communications #InternalCommunications

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What are the trends advertisers need to be aware of as we turn into the second half of the year? You can find out in our brand new Advertising Trends Report.

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How best to measure brand value gleaned from marketing efforts? Four measures for #CMOs to consider. #marketing #brand #measurement

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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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How are you using AI in your communications? Check out the newest #WEBrandsInMotion report on how to bridge the AI expectation gap and create an effective AI communications strategy.

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Arc was the most-awarded commerce agency at this year’s REGGIE Awards. 9 times. Reality: When you choose a life in marketing, you don’t always get to market things (brands, services, ideas) that directly align with your personal values. This year’s award-winning work created in partnership by Arc and Unilever: - Amplifies multicultural voices - Eschews perfection - Promotes family connection and positive self-worth in young women - Provides affordable, healthy meal options to families Do these align with my personal values? Yes. Yes. Yes. And…Yes. It thrills me to see this work connect with people, build businesses, perpetuate good in the world, and receive recognition for all of it. #IrresistibleCommerce #REGGIE #award #Unilever #ClientPartner #arcww

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New Insights on Gen Alpha to help brands prepare.

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These latest findings highlight the value of the AdChoices Icon as a universally-recognized tool for providing real-time access to advertising-related information and choices. Companies across digital advertising have worked together to build, integrate, and expand the tools available to consumers through the ubiquitous AdChoices Icon, and DAA plans to build on that trusted relationship to provide new and expanded tools that continue to meet both consumer and business needs in the 'cookies and beyond' world.  AdChoices has always helped consumers answer the questions of "Why did I get this ad?" and "What can I do about it?". These are even more important to answer in a quickly shifting world of connected and expanding media alternatives with new identifiers. Talk to Digital Advertising Alliance today about how to use this important consumer-centric tool to future-proof your digital advertising mix in a privacy-friendly way. https://lnkd.in/e6KD5ZuN #adchoices #privacy #privacypros #digitaladvertising #brands #publishers #agencies #adtech #digitalmarketing

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🤔 How often do you have AI write your content? David Weinand at Incisiv asked marketing leaders their take on the effects of GenAI on content creation and content marketing. Check it out below 👇 Thanks, David Weinand for including me and OakBloom Marketing! #womenintech #femalefounders

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