Sasan Saeidi

"Brands need to learn how to talk in straight lines instead of only angles" – Simon Mainwaring, Lead With We Grab your copy of Lead With We today for more actionable strategies that scale business growth and impact. #LeadWithWe #WeFirst #Branding #ESG https://lnkd.in/gYHxi_Yz

2

Proud to see the innovative work we're doing at Publicis Groupe featured here by Scott Hagedorn. We are building solutions at the intersection of commerce, media, data, and AI that are pushing the boundaries of what’s possible. It’s a privilege to do so with industry leading assets in identity and commerce intelligence, and in partnership with some of the worlds greatest brands and humans. Excited to continue to shape the future with this team! …. As a tease of the kind of problems these applications will be solving, the CPG example Scott gives revolves around the disconnect companies sometimes struggle with between mental availability of and physical availability of their product on the shelf. “Our big business growth-driving application is tying those two things together for the first time,” says Scott. “We have our identity graph where we can see where people shop, and are they loyal to a specific brand, or do they shop the category, and when was the last time they shopped, and when was the last time they bought your product? We also have Profitero and CitrusAd, which gives us visibility into 70 million shelves. And increasingly, because you can do in-store pickup, what you see online is what's available in the local store. But that's a massive amount of data to try to put together. What we ended up doing was building a model to connect the consumer identity with the inventory.” #retailmedia #commerce

27

Organizational transformation is broken, with any model only delivering the goods less than 1/3 of the time. It's time for a pragmatic approach to Culture Innovation that addresses real challenges in virtual real time from the bottom up and peer to peer. > Excited to be discussing the power of Culture Innovation with Brandpie at CHARGE - Powering Energy Brands in Houston on May 16-17. > Equally excited to be discussing Culture Innovation at The Conference Board - Brand Strategy & Management Council in New York on June 3. Learn more > https://lnkd.in/gS-PKngD #culturechange #brandculture

13

1 Comment

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

22

2 Comments

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

2

Want to know what the 4 pillars of brand integrity are? Phil Sumner, Publicis Groupe defined them live at #BrandSafetySummit as.. Purpose Trust Authenticity Ethics You need all 4 to keep your brand integrity and customer trust solid. Succinct, clear and on point Phil. 👍👍 #brandsafety #trust #transparency

85

16 Comments

We had an incredible time launching 🚀 the Weber Shandwick first-ever InfluAnswer Arabia report! Influencers, content creators, client partners, brand marketers, communications managers, media members, and other colleagues joined for the reveal of the insights and data 📊. The report provides a deeper understanding of the region’s dynamic influencer marketing landscape. #WorkAtWeber #PeopleFirst #WeberShandwickMENAT #InfluAnswerArabia #PR #Communications #InfluencerMarketing #ContentCreation

105

3 Comments

Continuing my sharing of posts about brand growth; a lot to unpack here. The real meat is in the link below, but me key takeaways are... - 💡 Kantar unveiled a blueprint for brand growth, analyzing 6.5 billion global data points (that is a lot!). - 📊 Emphasizes creating meaningful differences for volume and market share growth. - 🌐 Increased presence across customer journey touchpoints boosts buyer engagement. - 🚀 Focus on finding new spaces leads to revenue growth. - 💰 Prioritizes profitability over volume sales. - 🎯 Differentiation crucial for consumer connections and commercial success. - 🍺 Brands like Guinness exemplify meaningful differentiation. - 📈 Emotional connections crucial for boosting sales and loyalty. ... as they say, we can take that to the bank! https://lnkd.in/gBCycziQ

6

https://lnkd.in/gSNGxFQp The Spencer Stuart annual CMO Tenure Study offers compelling insights into the evolving role and stability of CMOs, particularly noting the tenure stabilization at 4.2 years for Fortune 500 CMOs. It's intriguing that B2B CMOs tend to have longer tenures compared to their B2C counterparts, with 4.5 years versus 4.0 years respectively. This difference likely reflects the distinct challenges and market dynamics each sector faces. The study also highlights the increasing trend of CMOs taking on broader responsibilities and the significant number of first-time CMOs being promoted internally, suggesting a strong emphasis on leadership development and succession planning within organizations. It is great to see that women now represent half of Fortune 500 CMOs. I believe it's important now for companies to turn their attention to improving development and support systems for diverse high-potential leaders. #CMOtenure #B2BMarketing #Leadership #WomeninMarketing

15

6 Comments

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

59

11 Comments

What makes a great, future ready WPP Global Client President? Find out in the final episode in Anna Hickey's brilliant 'Mechanisms that Matter' series; a deep dive into how to build a better agency/client operating model. Watch the wrap up discussion between Anna and WPP's Chief Client Officer Jane Geraghty here 👇

16

In the latest episode of the IAB UK podcast, Dave S. sits down with Sophia Haynes and James Chandler to talk about the IAB's newly launched Environmental Sustainability FAQs, it's rationale, and how we at GroupM UK are using them day-to-day. Listen here 🎧 https://lnkd.in/eTDyKXGD #GroupMUK #Sustainability

2

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

5

Slow down to Speed up. From Brand Safety & Suitability to GenAI-adoption there are numerous well intentioned efforts triggering unexpected and damaging consequences. Media performance is often framed at odds with efforts to be more inclusive and sustainable. Well intentioned industry efforts to keep brands safe have led to systemic exclusion and over blocking of socially and sustainably-conscious creators and their communities. And don’t get me started on media wastage and the myth of cheap CPMs. As everything around us seems to be gaining speed, time is fleeting, and workloads are unrelenting - I’m reminded of an adage at a former client: ‘Never seem to have time to pre-think; always have to make time to re-think.’ Please take a breath. Make time to think, assess, re-assess, and even re-imagine. And in no time at all you’ll be creating enduring and sustainable value. Slow down to speed up. Learn more about Channel Factory and #ConsciousAdvertising https://lnkd.in/eJmQBXW3

123

15 Comments

"Do you want to stay in a Marriott or Hilton where realistically, there's very little to choose between brands – which is often the case in a lot of consumable products or service brands, where you can put $1 value on being able to unpack why people choose things. That's the intangible value of the brand." Well said Christian Schroeder, and when it comes to a brand as a multisensorial "feeling", we know that "branded content with original sound leads 52% lift in view-through-rate" (Gallery Media, 2021) - just to make an example related to the sound of the multitude of content a brand creates across all digital channels. I could mention similar measurements for the sound across experiences, events, apps, audio-only content such as podcasts, and so on. So, a lot of value for 1$ where Landor and amp sound branding are uniquely placed, connecting business strategy to a multisensorial brand.

11

How Adelaide is helping publishes like the NYT realize the value of their inventory.

13

1 Comment