Santiago Amaya

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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Brands are now in our streaming era (Thanks #taylorswift) We're on the cusp of a groundbreaking shift in #advertising, driven by the synergy of streaming and #brand integration. This new era promises more immersive and personalized experiences for viewers, blending entertainment with strategic branding. Netflix & Amazon are pushing the envelope but its the producers like Sugar23 & Superconnector Studios that are the pioneers. A big shoutout to Matthew Rotondo and Jae Goodman for always keeping me ahead of the curve in #media & #entertainment trends. As we embrace these changes, let's harness the power of innovative advertising to connect with our audience in meaningful ways. #innovation #future #creativity

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One of the most common requests we get from clients is how do we appeal to Gen Z? This is a great 2min read on what Gen Z want from brands.

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Fellow Sephora fans! Who else listened to Zena Arnold, CMO of Sephora US, while restocking skincare supplies lately? Treat yourself to both (key points below). 🌟 Brand and performance are interconnected. Brand is who you are, what you stand for, and why you exist. Performance is how you drive sales, conversions, and the biz. The best marketing is when they work together (plus, you won't know how to drive performance until you confirm your consumer and brand). 🌟 Omnichannel is big and getting bigger. Blurring channel lines is only the beginning. Today you can "click and collect" (buy online and pickup). Tomorrow, I can't wait for more virtual try-ons, recos, in-store VR, and more. 🌟 Understanding your consumer is everything. Get to know them in traditional ways (insights reports, brand studies). And less traditional ways (social, reviews, favorite influencers). Get out into the wild, observe and learn. Keep the customer voice at the core of all you do. 🌟 Current customers are gold. Your current customers are your best brand ambassadors. While some brands are making fancy ads to woo new guests, Sephora nurtures the current. Zena says, "Your current customers telling friends about the great experience of your product or brand is stronger than any ad you can make." 🌟 Remember what it's all for... A healthy level of stress is helpful to light a fire, especially if you haven't figured it all out YET (you will). Our loves ones (especially little ones) are the best experience and can inspire exciting, new growth. https://lnkd.in/g_4AS_JW

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Curious about the luxury market's response to the economy? 📈✨ Forbes features insights from the Zeta Economic Index (ZEI) and the "lipstick effect." The ZEI reveals an 'active' U.S. economy with strong consumer behavior, but a shift towards value as consumers seek the best prices. Dive into more insights from this Forbes article. #ZetaEconomicIndex #ZEI #EconomicInsights

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Check out this month's pepviz article on the family dynamics powering Hispanic shopping.

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Such a pleasure to interview Fernando Machado today and hear firsthand about his incredible marketing career. Fernando's journey has been nothing short of legendary, leading some of the most iconic campaigns and platforms in our industry's history. From BK's "Have it your way" to Dove's "Real Beauty," his impact has been felt across decades. My biggest takeaway: In a world where shiny new objects often steal the spotlight, especially for new CMOs eager to leave their mark, Fernando's wisdom shines through… Consistency is king. Building a brand property is done over time and the best marketers build on what’s already working. Fernando’s first conversations were with those who came 10 or 20 years before him at Dove. The ‘Real Beauty’ platform was in place for 10 years already when he arrived. In fact, David Ogilvy came up with the three quarter moisturising claim for Dove back in the 50’s but that was still so valuable to the brand. The classic CMO mistake is to come in and think you should throw all of that out and start something new. Be humble, be respectful and don’t throw out what’s working. Instead, look for new modern insights to deploy within the same position or platform. Big thanks to Fernando, Angela, Tobi, Monty & Steve for an enlightening discussion! #RealBeauty #BrandBuilding

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From the Beaches of Cancun to Boardrooms Worldwide: The Power of Creative Disruption At The Commitment Summit in Cancun this week, I had the privilege of working one-on-one with three visionary business owners. Each came with a unique challenge, and each left with a game-changing ad concept. Here's a glimpse into the creative process: 1. Revolutionizing Call Centers: Challenge: Showcase an app's superiority over traditional call centers. Solution: A stark visual contrast between a dark, outdated boiler room and a sleek, efficient app interface. Watch for this at the Level Up summit in October! 2. Elevating Automotive Accessories: Challenge: Make car seat replacements exciting. Solution: An attention-grabbing concept featuring a sheik and a camel, transforming a mundane product into a luxury adventure. 3. Demystifying SEO: Challenge: Make SEO services tangible and intriguing. Solution: A massive white room with an elephant in the corner - a visual metaphor that'll stop viewers in their tracks. These sessions exemplify the power of creative thinking in business. It's not just about the product or service; it's about how you present it to the world. This is the essence of what we do in the BAM (Branding, Advertising, and Marketing) community. Every week, members get: • 90-minute live sessions covering branding, advertising, and marketing • Real-time Q&A and problem-solving • Direct access to me and my 4 decades of advertising experience In today's crowded market, standing out isn't just an advantage - it's a necessity. Whether you're a startup or an established brand, the right creative strategy can be the difference between blending in and breaking through. Interested in elevating your brand's presence? Visit www.bamismyjam.com to learn more and see if BAM is the right fit for your business goals. Let's turn your business challenges into creative opportunities. #CreativeMarketing #BrandStrategy #BusinessInnovation #BAMCommunity

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What do Scott Galloway, Mike Cessario, Noel Mack, and Kory Marchisotto have in common…? 🤔 We’ve all been guests of Jon Evans on his brilliant MUST LISTEN podcast, Uncensored CMO👂 I am grateful to Jon for exploring “the good, the bad and the downright ugly truth about marketing theory and practice”. I am a big fan of the podcast and grateful for all it continues to teach me. Jon is a bold disruptor with a kind heart himself. It is not easy to stand out in a crowded space – believe me I know! A host can make all the difference and Jon has a unique talent. He makes his guests feel comfortable. That sense of familiarity opens the conversation to flow with ease. That is what makes this podcast so special. Jon knows how to bring the best out of his guests to best serve his audience. And it’s a darn good time too ! In this episode, we peeled back the layers of how we stand out as a challenger brand with a record breaking 21 consecutive quarters of growth, propelling us to $1 billion in net sales. Some of the truths behind our success: ✨We invest in our people first and create the cultural conditions necessary for people to thrive and be their best e.l.f. ✨We have a disruptive and disciplined marketing engine, strategically calibrating our investment over the last 5 years from 6% to 25% of net sales, by leaning into what works and leaning out of what doesn’t. ✨We are more than a beauty brand; we inspire, empower, entertain, and advocate for what is right. ✨We are our community’s best friend 👯‍♀️ I also share my personal success formula that I have expanded over time to become the 5 C’s: Curiosity Courage Creativity Conviction Community I encourage you all to not only listen to my episode but all episodes of Uncensored CMO. The podcast has taught me so much and I am sure you will feel the same. 👂https://lnkd.in/g2wevxzB

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Stoked for CimaFunk, an artist we have been partnering with brands over the past year. He made history as the first Cuban-born artist to play Coachella and he blew the roof off the place. If you are interested to connect with his world, we have opportunities with Cima at Jazz Fest later this month. #advertising #marketing #media #socialmedia #socialinfluence  #influencermarketing #music #musicmarketing #musicbusiness #musicindustry #livestream #branding #brandedcontent #contentmarketing  #musicstreaming #musicmatters #socialstrategy #socialmediatrends #social #emergingartists #digitalmarketing https://lnkd.in/gEnuZzZY

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To all Brand Marketers in my network. I cannot think of a more positive, genuine and relevant brand right now. Not to mention their targeted, captivated audience and genius content! I highly recommend securing a collaboration opportunity with DivaDance® HQ whilst they are still available. #partnershipopportunity #sponsorshipopportunity #brandmarketing #inclusive #community #relevantbrand #fitness #dance

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Gen Z is coming to Pinterest in droves. And they're using it to make real plans for their lives: What to wear, where to travel and how they want to show up in the world. For Gen Z, Pinterest is a search engine, shopping site and inspiration platform, all in one. Here's our top insights about Gen Z behaviors on Pinterest—and how marketers can reach them. https://lnkd.in/eYQcCsew #pinterest #marketing #genz #genzmarketing #insights

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If you missed it, check out The Drum's recap and video of Lotame's session on bridging the addressability gap. Thank you again Kendra Barnett for the chat! #addressability #audiencetargeting #identity #cookieless #walledgardens #customerattention #firstpartydata #curation #enrichment #advertising

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Hello Cannes 2024! LiveRamp is here…along with the most innovative companies in the world! There’s no place I’d rather be this week than at the Cannes Lions International Festival of Creativity to learn and share the latest ideas and technologies shaping the world of advertising and communications. This year’s theme: “Cannes Lions: Where creativity drives progress.”  You know what drives creativity in today’s digital world? Data. Your creative efforts need to be driven by customer insights. Your campaigns need guidance and validation, otherwise you’re taking shots in the dark. Having a data-driven marketing strategy gives you a clear understanding of where your customers are, and what they want. That’s what data collaboration is all about. Connecting those dots helps you imagine what new insights could transform your business. Working with internal and/or external partners to get that data helps you know your customers better and power new business opportunities. Look for LiveRamp this week, as we connect with brands that are looking to unlock new business opportunities and create deeper customer connections through data collaboration. Anne Acker Adam Paul Bernard Ho Daniella Harkins Erin Boelkens Joe Glass Josh Abdulla Kevin Dunn Noel McMichael Scott Howe Ted Flanagan Travis Clinger Vihan Sharma Steven Goldberg Zach Joiner Jesse Cozart Lauren Gabriele David Rifkin Mary Coffee, MBA Max Carranza Christa Matson Ali Francolla Tara Blackman Megan Murray Jeff Briggs Noah Fenn Bryce Kliewer Stephen Frost Tim Norris-Wiles Stanislas Lajouanie Olivier Dansac

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Going to focus on the potential blocking of TikTok in the US for my editorial today, and I'm doing a shout out to see if any beauty brand owners, marketing execs in the industry or indeed beauty influencers wanted to weigh in with their thoughts! What would this mean for you and your brand? How seriously are you taking the threat of a ban? Or do you think this is a good thing for users' data protection? Feel free to have your say, openly or anonymously, by messaging me! #tiktok #beautytok #tiktokban #ustiktokban

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P&G's Taide Guajardo and ISBA's Phil Smith Aim to Ensure All Ads Are Accessible to People with Hearing or Vision Loss... I recently had a chance to speak with both Taide and Phil about an impressive initiative. But let me start with a few facts: 1. The World Health Organization (WHO) reports that one out of every thirteen people have enough hearing or vision impairment to depend on captioning and descriptive audio for their media use.  2. By 2050, WHO also anticipates that 2.5 billion people will be living with some degree of hearing loss. While these statistics may seem overwhelming, the Ad Access Alliance, a group led by ISBA and Union des Marques, under the aegis of the WFA, with founding member Procter & Gamble, is joining forces with others in the advertising ecosystem to ensure all ads are accessible to people with hearing or visual impairments. In addition to P&G, Diageo, Mars, Mastercard, L’Oréal, and Unilever have now joined the Alliance. You can view the interview: https://lnkd.in/eMv8cdwM Or listen to the podcast: https://lnkd.in/eFqKwrjx The article is here: https://conta.cc/4cCLiHM

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Movie tie-ins -- Builds brand recognition? Keeps the brand fresh? Or just for fun? Kraft Heinz, amongst many others, is jumping on the Marvel Entertainment Deadpool and Wolverine hype wagon as they try to show they can still generate $1B+ in movie ticket sales. Will it affect sales of ketchup and mustard in any significant way? What happens to all the promotional tie-in packaging once the summer movie season ends? Or will it just get people like me to write about it? #ecommerce #movietieins #customerexperience #zeitgeist

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Day two #WARCPodcast highlights! Check out the post below and be sure to tune in to #TheWARCPodcast wherever you typically listen to podcasts. #CannesLions #Brand #Rituals #Strategy #CreativeImpact #BoldMindsBoldMinds

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For brands looking to make a large impact, there are more and more premium placements in Mexico that are making a splash among multinationals. We know that traditional forms of marketing in Mexico continue to hold their ground in reaching consumers effectively. But, we are seeing more and more premium advertising spaces like billboards, TV commercials, and VIP airport placements. Why?
As Mexico’s economic power grows, brands are vying more and more for Mexico’s most valuable audiences and are realizing their true economic power. We’ve seen a big uptick in high CPM placements and don’t expect it to decrease anytime soon.

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