“Rebecca has a keen understanding for taking a large, creative concept and finding the pertinent details that resonate for consumers. Partnering with her during our time together at Wizards, she was able to translate the fantastical worlds created by our R&D teams and work with our internal designers to bring those stories to life in a retail environment. More importantly, she was able to lead a team of retail professionals in creating communications and marketing plans that markedly improved our relationships with stores. All of this while keeping a large network of cross-functional international partners informed and engaged in the process. Needless to say she is missed! ”
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Carl Carter
The race is on... Just in time for the Olympics 🏃🏽♂️➡️, another deeply insightful Demand signals report from Ananda Roy of Circana. The race this time is between Brands and Private label...who is winning and what is next on the cards...🤔 "Sustainable volume growth" - As inflation drops the race for volume begins but can Brands continue to drive this volume growth continuously or will consumers have got used to their private label alternatives? Page 3 below is a killer set of charts! Smart Brands are not waiting to find out, they're working with us to find out what their category's demand is, how they position price and promotions and of course leverage the Media investments to support mental availability. Let me know if you want a copy or want to learn more about what work we are doing with clients. #demandsignals #forecasting #tradeanalytics #growth #mediaanalytics
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Paul Frampton-Calero ⚡️
Retail media operating model and structure still requires a lot of evolution to be fit for purpose. Colin Lewis & Paul Skeldon highlight the nascency of the space by showing that amongst 52 brands there were 22 different combinations of who managed the Retail media budget & operations. Expect to see more CPG brands evolving how: - they structure themselves - they create integrated budget pots - they buy retail media (more in house over time vs our agency model) - they develop new data partnership models - they measure true incrementality Mark Pigou https://lnkd.in/edVgv3JG
254 Comments -
Tom Wollan
I'll shout into the #PrimeDay void. The Bluebird Group clients are seeing something interesting this Prime Day vs. the last. 💡 ASPs for brands are trending up YoY 💡 Slightly lesser ad spend (to flat). 💡 Total sales not suffering Sure product mix, deep hero product performance, etc. can all contribute but I think this speaks to the fact that deep promo prices, on lesser desired products, continues to be a misfire. Focus *ALL YEAR* on your CVR related tactics. SEO, metadata excellence, content (visual), etc. Use your ad spend surgically and give people a reason to purchase items that have ranking, ratings or review validation. It will pay dividends come high traffic days like #PrimeDay, #BlackFriday and the balance of holiday. Open to objections here but my cart was full of items that I already knew I wanted or had crowed-sourced validation.
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Mike Feldman
Open to challenge but with where things are going, Brand is absolutely everything. I wish “BrandFormance” sounded better because its truly the best way to survive. Think CPG/Retail narrative but it certainly applies broadly. Two biggest things are Influencer/Social/Affiliate trends and Retail Media but my biggest takeaway is that you should be spending every day thinking about what your brand means to as many consumers for as many reasons as possible. With the TikTokification of Social and platforms optimizing to keep attention, competitive brands can come out of nowhere. Look at PRIME Hydration or Feastables. Personal brands from influencers like Logan Paul x KSI and MrBeast attached to products that compete with the largest CPGs seemingly overnight. These brands are built every single day, across multiple platforms with many audiences. There is a proven formula for talented folks monetizing their brand, now including CPG. Your brand’s competitive landscape is one post away from a seismic shift so you can’t sleep on brand. Keep adding value to consumers with the brand in new ways; let them vote with their wallets. Retail Media has seen significant increases in spend but play it out further. RM is enhancing the dynamics (trading variables) between Retailers/Brands. With margin compression, RM is able to drive alt rev. RMNs will continue to grow in addressable channels, partners, 1P data, etc. and the asks to suppliers will grow too. This data can also be used to build private brands for retailers to test against less profitable/consumer valued brands. Look at Amazon, they have developed 100K private label products in some random categories! In a world where AI made buying approaches similar, retailers control what shows up and how the algorithm informs it. Whether in-store or online, eye level is buy level and retailers need to maximize platform retention and profit. Future distribution decisions will be something like do I: maximize revenue/profit by putting a big national brand on shelf (low risk, pure profit, limited upside), identify categories that are weak to private label (low risk, lower profit, higher upside) or try to grow the category by replacing either with the next influencer attached brand? Competitive pressures are growing and brand building continues to change with consumer attention. Need a better name for “BrandFormance” to stop internal created barriers like retail media vs. brand media, creative vs. media, etc. and start building brand as an org. To me, this means using social at the center to develop brands and leverage the quick feedback loops of RM to gain insights across creative, cohorts and commerce strategies. Use all of your platform partner’s data to generate insights that build a better brand and make it matter to as many people for as many reasons as possible. Then measure it with awesome sales data to make more informed investment decisions because Retail Media is the best! #brandbuilding #retailmedia
6610 Comments -
Nurlan Urazbaev
FYI: In-store retail media is gaining momentum (EMARKETER): by Arielle Feger, Senior Analyst. In this next evolution, off-site, in-store, and upper-funnel formats like connected TV (CTV) and social will play a larger role in marketers’ retail media strategies as they seek more scale and control over their campaigns. Though it still represents less than 1% of US total retail media ad spend, per […] #DOOH #digitalbillboards #digitalsignage
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Kim Woolf
I love seeing tangible growth for our partners and this audience strategy for Hasbro is a prime (pun intended) example! It's often assumed if fans watch franchise content then they must be buying the franchise products and vice versa. While the intent to seek cross-category experiences is there for all levels of franchise fans, our signals continue to show engaged folks still need a purposeful nudge to convert from the aisle to screen/screen to aisle. Advertising to create a connected customer journey can help capture that opportunity audience. https://lnkd.in/ehe6jvWr
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Markus Jahn
Great and provocative read on Liquid Deaths’s success story. So many insights and examples which are relevant for FMCG challenger brands as well. Mark Ritson claims that “… if you step back and look at the original ‘four Ps’, it is almost impossible not to acknowledge that while the promotional P has its place, the product P is invariably the most important tactical consideration. Shitty marketing can surely kill a great product, but without a successful, product even the best marketing does little other than speed its own demise.” And I fully agree (see my earlier post for details) - so if you’re not yet following Mark, do it asap. It’s worth it (and entertaining). #challengerbrands #productlaunches #offlineretail
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Micheline Vaughan
If you missed the Retail Media Report Card Deep Dive webinar, it's now available to watch on-demand! Watch The Mars Agency's commerce media team discuss how retail media can be leveraged to drive incremental growth for your brand and what capabilities leading retailers are bringing to the table: https://lnkd.in/gxGRYzvQ #retailmedia #webinar #retailmediareportcard
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Linda Gustafsson Neal
🔍👂 Do you listen to your customers? 👂🔍 Most companies would, of course, say yes to that question. But do they truly listen to the millions of voices expressing their hopes, needs, wants, and feedback on brands and experiences every day? There are some companies that work to master how to fully tap into social listening for business value creation, competitive intelligence, and understanding significant consumer truths. But there are many who haven't. The potential is vast, and there are many use cases: Understanding Future Trends and Evolving Needs: 🎯 Tap into a social media intelligence solution to continuously uncover what is happening in the market and how market and consumer trends are evolving. Use the insights gained to fuel relevant opportunities and prioritize them in line with business development goals. Understanding Brand Strength and Reputation: 🌟 Monitor how the brand is perceived by both the broader audience and your specific target audience. 📊 Track evolving concerns or crises and clarify the brand’s strengths in associations and attributes compared to key competitors. 📈 Use this information to refine brand and communication strategies and to manage consumer sentiment for PR and reputation purposes. Creating Sharper and More Relevant Content: 📝 Leverage social listening to gain clarity on the topics and themes that resonate with consumers. Utilize these insights to craft messages that will immediately resonate with your audience. Fueling Category Growth and Experience Strategy: 🌱 Social intelligence provides valuable clues for category growth plans. Pay attention to engagement and excitement levels to determine the direction the category should evolve for future growth. Where do we choose to impress the consumer the most? What touchpoints matters most and what channels do we choose? Improvements to the Product Portfolio: 🛒 Track what consumers share about your products to gain an immediate source of data to inform your organization. 💎 This is a real treasure for product and category managers who can identify product improvement needs or enhance the overall experience through better product content and communication materials. Social listening provides an absolutely vast resource to support business growth. However, be cautious not to limit its potential to just one or two use cases. Understand its multifaceted benefits and choose your tools and solutions wisely. Anything else to comment on these business opportunities by the expert social listening expertise network at BSH Home Appliances Group? 😊 Nathalie T. Veronika Platschka Marleen Kolleck Didem Yücesoy Ingrid Huth Petros Isaakidis Ariane Mertens Yuan Yuan Ngan Nguyen Sophia Katerna Dr. Rahim Malekshahi Dr. Marina Lang #consumerexperience #consumerlistening
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Aaron Jones
Had an enjoyable, wide-ranging conversation with Dylan K. CEO of Wavebreak and host of the Leading Brands podcast. I love the opportunity to talk about the innovative, ground-breaking work Liquid I.V. is doing with its fully integrated, omni-channel approach to eCommerce and media, as well as the mentality we bring to doing business everyday. 💬 During our chat, we dug into Liquid I.V.'s approach to the ongoing convergence of eCommerce and media as the #1 powdered hydration brand in America. It’s a topic dear to our hearts as a brand hyper-focused on making Liquid I.V. available to consumers anywhere and everywhere, via a seamless consumer experience that makes moving between media, eCommerce, and retail channels effortless. 💧 We put huge emphasis on avoiding the fragmented journey consumers can deal with at many other companies, and in the discussion I talk about how this integrated approach can lead to better decision-making for businesses. Since consumer experience is embedded in eCommerce and media at Liquid I.V., we’re able to take the entire process a step further and stay in touch with consumers in a variety of ways. It’s just one reason Liquid I.V. has been able to develop such an incredibly devoted and engaged fan base. A big thank you to Dylan K. for an opportunity to share a few of the exciting things happening at Liquid I.V. as we continue to grow rapidly and scale across platforms. Check out the podcast here: ⬇️ https://lnkd.in/gwaHKshJ #liquidiv #ecommerce #digitalmarketing #hydration #Unilever #media
1181 Comment -
Amy (Boyd) Uphues
For brands, managing the relationship with key retailers is a challenging task. But establishing truly collaborative, business-building partnerships is a strategic imperative for brands looking to drive sustainable growth. Join us for this webinar on May 14 as The Mars Agency's Kandi Arrington and Meghan Heltne will discuss how brands can elevate the relationship and unlock growth that's transformational for both parties. Learn more and register here 👇 #brandstrategy #retail #retailerrelationship #webinar
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Priye Choudhary
🌟 Exciting update for Advertisers! 🌟 The government's decision to ease the mandate on self-declaration for advertisements brings much needed clarity and relief to the industry. No more confusion or uncertainty! It’s important to note that the SDC applies only to Ads related to health and food products. With this move, advertisers can focus more on strategy and creativity without worrying about cumbersome compliance issues. Kudos to the government for listening to our concerns and taking steps to simplify the process. #Advertising #BrandManagement #Marketing #GovernmentMandate #RegulatoryRelief #ClarityInAdvertising
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Carryl Pierre-Drews
Digital advertising through major connected platforms such as Prime Video continues to show success for brands, and in this case, Hasbro, which was able to utilize previous searches and purchases to target the right consumers. This shows that the more convenient and accessible you can make the purchasing process, the more consumers will engage, and that CTV advertising is inching toward a full-funnel video strategy -- awareness to conversion. This is the kind of conversation we're having today at IAB's Video Leadership Summit. #DigitalAdvertising #ConsumerEngagement #IABVLS #CTVadvertising
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Alison Smith
At UMAI, we often get asked if professional photography or if UGC (user-generated content) is best for marketing CPG brands. The answer? Both! I’m going to let my fashion background help me explain this one… I’ll compare UGC to on-the-fly athletic wear vs. perfect styling and dressing to the nines as reminiscent of studio assets. Both are aesthetically “cool” for different reasons and convey different meanings. Dressing up with pristine makeup, hair, and crisply ironed clothes, makes you feel like a powerhouse. People look at you and know you put a lot of effort into looking that good, and that garners respect. VS. just leaving pilates, a bit disheveled, albeit wearing a cute matching athletic set, evokes cool, relatable, and approachable. Just like humans, brands are multi-faceted, and people expect brands nowadays to be more vulnerable and share more transparency in all aspects of their business. Professional studio photography and videography in marketing show that your brand is legit, polished, and high-quality. People see these stylized brand assets and want your product to feel just as elevated in their lives. You’re essentially selling “the dream” here. Then, UGC-style content shows that your brand is friendly and relatable. It portrays your brand's social and community aspects and builds trust. Here, you’re selling the KLT (know like trust) and relatability of your brand. So, when considering your Instagram feed, ad creatives, and other marketing needs, remember to strike a balance between both!
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Judd Pratt-Heaney
How do you drive incremental value as a marketing leader? Take small opportunities and make them big. In this case -- make it black, make it limited edition, make it METAL. Other grills don't look like this, don't get pitched like this, don't sound like this. Thats the point. #brandmarketing #innovation #productmarketing #advertising #brand https://lnkd.in/eMJcudNu
238 Comments -
Matt Yanofsky
Exciting to witness Krispy Kreme's uptick in social engagement and foot traffic from their recent partnership with PrettyLittleThing. However, noticing a sales gap in grocery locations highlights a key lesson: ensuring partnership alignment across all channels is essential for success. Broader distribution requires tailored strategies.
21 Comment -
Mike Nappa
OK, I've been reading the official statement from the FTC on the new ban on noncompete clauses (link below) and I have to say, this looks like a pretty BIG deal for authors and publishers. A few highlights: • The FTC is legally banning the practice of noncompete clauses in any new contract--including book contracts. • The FTC is also invalidating any noncompete clauses in any previous contract or employee agreement. The only exception to this is "senior executives" (i.e. publishers and VPs). For everyone else, the FTC has declared "existing non-competes with other workers are not enforceable after the effective date." • The FTC specifically named "independent contractor, extern, intern, volunteer, apprentice, or a sole proprietor" as a worker defined by this new regulation. In other words, any author or freelance writer is included. At my literary agency, noncompete clauses have been a source of negotiation conflict for a l-o-n-g time, even causing us to occasionally decline a contract because of them. The fact that the FTC has ruled noncompetes "an unfair method of competition—and therefore a violation of section 5—for employers to, inter alia, enter into non-compete clauses with workers" -- including any existing noncompete clauses currently in effect -- validates what we've been saying for decades. I'm curious how publishers will respond to this new regulation that makes it illegal to force noncompete clauses on authors. And I'm curious how authors feel about it as well. Feel free to comment if you have an opinion. chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://lnkd.in/gmUxb_yG
51 Comment -
Robert Rivenburgh
Only retailers that truly deliver value to both shoppers and advertisers will be able to maintain sustainable growth. Mars United Commerce's Michele Roney offers eight changes we see taking place over the next five years that every hopeful network needs to consider going forward: https://lnkd.in/gfEZq_6D #retailmedia #trends #retailmedianetworks
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