Markus Hutchins

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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The best person to follow on LinkedIn to learn more about media mix modeling (MMM)? My vote goes to Michael Kaminsky of Recast. With a unique ability to make complex topics accessible to non-experts, Michael's steady stream of posts are an on-going source of super helpful insights. Who else is a great follow on LinkedIn to better understand MMMs?

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While I can’t speak to the legitimacy of the accusations herein, this is still a worrying situation for advertisers everywhere. Publications whose reputations are staked on their image of legitimate business are not what many may expect to be perpetrators of MFA Ad fraud. That being said, we can better understand ad fraud by looking at the incentive changes on the supply side of these AdTech deals. Ad fraud particularly harms multicultural publishers, as their reach and impact receive decreased impact when improperly assigned to Ad spaces. #AdFraud #AdTech #ProgramaticSupplyChain

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What do you think, is it worth the hype? A colleague shared this article with me today, and it is too good not to share more broadly. IMHO, most public sector orgs are far from ready for GenAI: 1.) because the tools are not mature enough, and 2.) because most orgs have some housekeeping to first (e.g. data, policy, processes). As my colleague pointed out, we haven't even really tapped into the full potential of more mature types of AI yet and some are ready to leap ahead to the unknown of GenAI. I'm here for it and excited about it, BUT...use caution when running toward the shiny new thing! https://lnkd.in/ePsappRB

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Interested in learning how to become unconditionally consumer-first? Check out 'Your Consumer Responsibility,' https://fro.gd/3UGgxKM the latest in the popular Chief Challenges series from frog, part of Capgemini Invent.   I’m proud to have shaped and directed this multimedia campaign and 'The New Rules of Engagement'—the free, downloadable report which sits at its heart. This is truly a subject that’s close to my heart: supporting our clients as they move towards delivering unconditionally is something that’s really important to me. It's also something that’s easier said than done.   With more pressures, coming from more angles than ever before, organisations today must get creative in order to stay on top. For marketeers and commerce specialists alike, the latest waves of change mean that encouraging and cultivating a responsible consumer base is becoming a primary activity. This report is an attempt to get to grips with some of the overarching challenges, as well as sharing some of the main solutions. Amid the complexity, one thing is clear: it’s time for brands to better understand the new rules of engagement between consumer and brand, unlock growth and raise the standard for experiences. Click here to explore the report today: https://fro.gd/3UGgxKM Gagandeep Gadri Kerry Lee Christopher Baird Matthew Gratze Sharon Jiggins

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Coachella: a cautionary tale for brands. Despite its star-studded lineups and passionate attendees (we see you, Taylor Swift!), the festival recently hit a sour note with a record-breaking lack of interest. Over the years, Coachella went from music fest to brand extravaganza. Brands, eager to be 'cool,' splurged on everything from art installations to VIP parties, reaping short-term benefits and boosting Coachella's visibility as a marketing benchmark. But nothing lasts forever, and now they're facing the music. What does Coachella stand for today? What legacy has it created? Without clear guidelines for partnerships, space usage, and participation - letting people use it the way they saw fit - Coachella's brand has been diluted away. Brands, take note: protecting your equity goes beyond logos. Comprehensive guidelines should cover employee conduct, decor, and partnership strategies, ensuring a cohesive brand experience. Coachella can bounce back, but it will take deep reflection before next year's lineup announcement to reclaim the essence that made it special to begin with. #Coachella #Brand #BrandExperience

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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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Strategy is the answer. What’s the question? The future is easy to predict and hard to get it right. Here are some of my musings about the future of creative strategy. Fun read. I think. 😁 #creativity #strategy #advertising #creativestrategy

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People say don’t meet your heroes. I disagree. 🦸‍♂️ I appeared on the latest episode of Sweathead with Mark Pollard, Strategy Friend and had an awesome time. Mark is a true strategy hero of mine. I’ve been in his Facebook group for years, loved his book “Strategy Is Your Words” and have gained so much from his podcast. ❤️ I loved discussing communications planning 101, what great comms planning and a great comms planner looks like. In my opinion, great strategy work is a combination of brand and comms planning. Mapping our plan to get from A to B, sparking the big idea, and finding the right ways to bring that all together for your client. We also talked about my favorite platforms to expand upon an idea, some of the channels clients struggle with, and why agencies have been unable to harness comms planning in the ways they know they should. 👇🏼 Take a listen below and let me know what you think! https://lnkd.in/eFhB9t_Q

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While many are saying Apple is behind with these new features I don’t think it matters. This is the path to mass adoption of Gen AI. People have to have it at their fingertips and see how useful it is. When you can ask Siri something and start to get more useful responses all of a sudden you will be using Gen AI and won’t even think about it. This is how it has always worked. Most people don’t actively seek out new tech for the sake of it. They are busy with their day to day lives so they look for opportunities to make things easier and more convenient. Once the tech is easily accessible the value becomes clear and adoption grows. AI is just an improvement of software just as software is an innovation over pen and paper It’s always about what the tech can do for people and not the tech itself. https://lnkd.in/eUUmKs6m

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As a CMO, the pressure to drive results and make an impact is immense. And in those times when everything seems to be hitting a dead end, some of the most important things CMOs can do are: ✅ Revisit the company's core vision, mission, and values. By doing so, you realign the entire organisation around its greater purpose. Also, ensure marketing is consistent. Brands have been shown to benefit from a 33% revenue increase when they consistently present their brand values, image, and messaging across all marketing channels. ✅ Double down on making real human connections through your messaging. Gather and share real customer stories, replace corporate jargon with conversational language, and interact through influencers that your audience trusts. Consumers with an emotional connection to a brand stay with that brand for an average of 5.1 years versus 3.4 years. ✅ Tap into the deeper 'why' behind your brand. Consumers trust brands that stand for something beyond just profits. Whether it's sustainability, social justice or supporting local communities, it's your responsibility to discover and activate your brand's greater purpose. But beware of hollow posturing. You must genuinely live those values to stand for them. ✅ Finally, participate in the conversation, both externally and internally. The best ideas come through open dialogue and idea sharing. If you have any other important ideas to share - please add them to the comments; thanks! #marketing #strategy #leadership #strategicmarketing

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What do you learn when four good friends who also happen to be talented and accomplished CMOs sit down to talk about AI and how to embrace it? That’s what we did recently with Melissa Waters (CMO of Upwork), Heidi Browning (CMO of the NHL), and Sara Varni (CMO of Datadog). The answer is candid insights that will help any marketing organization thrive in this brave new world.

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A new cookie-less era has begun, and marketers need to be ready. Lippincott Senior Partner Chris Ciompi lays out five tangible steps to ensure your company succeeds in this post-cookie world.

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A new cookie-less era has begun, and marketers need to be ready. Lippincott Senior Partner Chris Ciompi lays out five tangible steps to ensure your company succeeds in this post-cookie world.

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Dumping your CMO as a scapegoat for lost sales? Think again. In many cases, they're not responsible. As the shortest tenured executive at most companies, CMOs are an easy target. But cutting them may not be the right answer if other leaders are making all the client-side decisions. Perhaps it's time for more companies to consider a Fractional CMO and reevaluate who really owns sales decisions, sales leadership, and client relationships. Often, it's not the CMO's responsibility at all. #CMO #MarketingExecutive #MarketingLeader #CreativeLeader #CreativeExecutive

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

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The difficulty in scaling Generative AI. https://lnkd.in/eQgKFhkn

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