Steve Klinetobe

Testing Gemini. I wanted to compare the answer to Chat GPT. This answer included suggestions. "Why are so many creatives and producers unemployed right now?" There are a couple of factors contributing to unemployment among creatives and producers: * **Economic Downturn:**��A looming recession or economic uncertainty often leads companies to tighten their budgets. Advertising and marketing expenses are often among the first to be cut. This means fewer projects for creative agencies and production houses, leading to layoffs. * **Shifting Priorities:** Even without a recession, companies might re-evaluate their marketing strategies. With the rise of programmatic marketing ([what is programmatic marketing]), some businesses might be focusing their budgets on more data-driven online advertising, reducing the need for traditional commercials. * **Project Completion:** As mentioned earlier, there was a surge in film production in 2021 and 2022 to catch up on pandemic delays. This could lead to a temporary lull in new projects this year, leaving creatives and producers in between jobs. **Here's the breakdown:** * **Discretionary Spending:** Creative fields are often seen as discretionary expenses. When companies cut back, creative projects are often the first to go. * **Competition:** The creative industry is very competitive. Even in good times, there can be more qualified people than available jobs. Economic downturns can exacerbate this competition. **Upskilling and Adapting:** While the current situation might be challenging, there are ways for creatives and producers to adapt: * **Embrace New Technologies:** Understanding programmatic marketing and data-driven advertising can be valuable for creatives who want to stay relevant. * **Develop Side Hustles:** Freelancing platforms and online marketplaces can provide opportunities for creatives to find work outside of traditional agencies. * **Network and Build Relationships:** Having a strong network can be crucial for finding new opportunities, especially during tough times. The good news is that creativity is always in demand. By staying informed, adaptable, and connected, creatives and producers can navigate challenges and find success. #AI #production #advertising

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“Generative AI reduces the cost of producing false news even further,” per Kevin Aslett, speaking today on NPR’s Here and Now. “Instead of factchecking individual claims, we should factcheck the sources we’re using.” ETA link to the segment in the comments. So, is your brand a source? If so, how are you holding up to factchecking and skepticism? Many brands embrace a broad content strategy that comprises content marketing, social content sourced from user-generated content or commissioned to influencers, and simple reviews. They operate with the goal of getting more content to inform consumers’ decisions. Third-party reviews are especially valuable earned media for influencing purchase decisions. But say it with me: 👏 more content means more exposure. 👏 more content means more vulnerability. 👏 more content means more oversight. I don’t mean “exposure” in the good way; I mean it in the potential threat way. Ditto for vulnerability. Content from outside sources can compromise a brand and undermine trust if it’s produced without close attention to messaging and execution. But it’s not a reason to avoid a broad content strategy that incorporates content from a variety of sources. Quite the opposite: the rise of generative AI and increased social content in marketing underscores the need for clear message architecture, accessible governance guidelines, and transparency in details that build trust. (The pillars of voice, volume, and vulnerability that I describe in Trustworthy!) If your org is gearing up to incorporate more content, especially from outside influencers, flag this post. Smart marketing should mean they invest in content strategy for guidance and building trust as well. (Alt text for image: excerpt from a vintage Coca-Cola print ad with the headline “Quality you can trust.”) #generativeAI #socialcontent #contentstrategy #contentmarketing #ugc #trustworthybook

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**One correction: Desktop app is only for Apple. Interesting play with some implications on the Bing integration and the MSFT relationship.** OpenAI rolls out GPT-4o in their big announcement today. The big themes that I have seen so far all seem to coalesce around the goal of making ChatGPT the accepted user experience and benchmark for LLMs now and in the future. Ways that they're hoping GPT-4o can help with that- - Making many paid features available for free users. - Making GPT-4o more efficient and higher performing. - Allowing memory to persist, which means multi-device personalization becomes more real. - Focusing on the concept of interactivity, especially via speech to text. Real time voice processing is one of the key features/advances as part of the GPT-4o. This part of the demo glitched a bit- hard to gauge if that was due to the live stream room noise interrupting the model. Voice demos seemed to emphasize human feeling which is strategic - as AI becomes intrusive and prevalent in society and our normal person to person interactions, we're going to want to avoid the uncanny valley experience. We also saw glitches where ChatGPT hallucinated seeing imagery before the camera was enabled- strange to see how the text hallucination tendency interplays with vision features (which could get weird and creepy IRL). #OpenAI opted to use an Apple device for the desktop app code demo (which felt significant given some recent rumors on that front). I'll note, I found the ChatGPT overshare/verbosity to be obnoxious, reminiscent of the phone trees that make you listen to the full cycle of text. While I could interrupt, more human seeming interactions might make that feel unnormal and uncomfortable. Even the presenters seemed to be a bit uncomfortable. #AI #machinelearning #openai #gpt4o

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B2B is NOTORIOUS for wasting money on video! If you want MORE video, make this change: Ok, first off, let's identify the culprit: single video deliverables (e.g. "We want to create an overview video"). WHAT A WASTE!!! Can you seriously justify spending 5 figure$ and hours of executive time for a 2-minute deliverable? This is why B2B never seems to be able to create the amount of video they need. But, there's hope! The second you move away from a single deliverable mindset, you open the possibility of finally adopting an effective video strategy.

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This week, I'll be sharing my latest thoughts on the market, current roles, advice for those hiring, and planners and strategists searching for opportunities. For recent connections, here's a brief intro: I'm Lisa! I’m a treasure hunter for rare and exceptional strategy talent, helping agencies and brands transform through people-focused solutions. Planners and Strategists in London trust me with their career moves and shaping teams. I'm a 'go-to' for three main reasons: 😃 My established network - Uncovering the finest thinkers since 2014. 😃 Deep knowledge of the nuances of the discipline - A fascination for the craft and skill. 😃 Passion for people - Supporting individuals through highs and lows. The talent acquisition space is renowned for its commoditising of people, a transactional 'KPI' approach I'm driven by EI 'emotional intelligence' . I'm not about ‘bums on seats,’ but about aligning the rarest minds with the right opportunities. My dedication lies in solving recruitment challenges. My deep sense of empathy ensures I recognise and value each person's distinct journey, irrespective of whether they're hiring or seeking opportunities. Stay updated 🛎 with my daily insights on strategy and planning recruitment. I share monthly updates on market trends. If you're interested, please sign up for my newsletter. I've got fresh observations coming up in the next few days. And if you're on the hunt for a talented strategist or planner, or pondering your next career step, let's have a chat. #mondayintro #strategyplanning #rarestrategytalent

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I've gotten a million views on what I'm creating in the last 60 days. 1 million. Sounds like a clickbait headline, but it's the truth. Before becoming a Creative Director, I worked extensively in social media. I cannot tell you how many clients fixated on the "right" hashtags, or posting time of day, or song choices. This approach is exhausting from a purely tactical standpoint (I am flabbergasted for my 23-25-year-old self) - but also from a spiritual one. I believe we attract the people, things, and opportunities meant for us so 'tricking' my way into it was never aligned. That's not to say tactics don't matter - clear, interesting content is a must. But "hacking" into visibility never felt right, even before I discovered how to do things in a way that made sense. I've gotten a million views, and thousands of people interested enough to follow for the long haul by BEING MYSELF. Sharing what I love, using my voice, and contributing my opinion. There is no other person in this world with your unique blend of interests, tastes, and talents. There is no AI bot or algorithm hack that can mimic the magic of who you are. #creativedirector #visbility #leadership

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Let’s bring some nutrition into cards. That’s something OPC (Organic Playing Cards) probably thought of themselves when they started to create playing cards with various fruit and vegetable themes. Together their team and I refined OPC’s positioning allowing the brand to double down on the things it is already known for. In a collaborative effort, we discussed ways to redefine OPC during multiple strategy sessions. The goal was to clarify OPC’s voice and approach to ideate, produce, and sell products as a community-first brand. Eager to grow and expand awareness the following are some learnings we discovered. Complete Case Study: https://lnkd.in/ewCPvx3T —- Client: Organic Playing Cards Strategy: Max Jung

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AI-powered video editing has completely changed my workflow. 🎬 I started editing videos in the early 2000's to promote the bands my friends and I were playing in. Despite all the improvements in hardware and software over the years, I've always found getting the first cut to be tedious. Descript has completely changed that. In my latest tutorial, I demonstrate how quickly AI video editing gets me from a long, incoherent take to a watchable first draft in minutes. My 3 favorite timesaving features: - auto trimming of filler words and pauses - adding dynamic captions - bringing in stock footage without leaving the edit If you've seen any of my vertical video content on this platform, this clip shows my workflow ⤵️ https://lnkd.in/eARbNUJh #VideoEditing #ContentCreation #DescriptTutorial

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𝗜 𝗻𝗲𝘃𝗲𝗿 𝘀𝗲𝘁𝘁𝗹𝗲 𝗼𝗻 𝗮 𝗳𝗶𝗻𝗮𝗹 𝗺𝗲𝗱𝗶𝗮 𝗽𝗹𝗮𝗻 𝘂𝗻𝘁𝗶𝗹 𝗜'𝘃𝗲 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝗱 𝘁𝗵𝗲 𝗳𝘂𝗹𝗹 𝗽𝗼𝘁𝗲𝗻𝘁𝗶𝗮𝗹 𝗼𝗳 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗶𝗱𝗲𝗮𝘀 𝗮𝗰𝗿𝗼𝘀𝘀 𝗺𝘂𝗹𝘁𝗶𝗽𝗹𝗲 𝗳𝗼𝗿𝗺𝗮𝘁𝘀—𝘃𝗶𝗱𝗲𝗼, 𝗯𝗶𝗹𝗹𝗯𝗼𝗮𝗿𝗱, 𝗼𝗿 𝗹𝗼𝗻𝗴 𝗰𝗼𝗽𝘆. Yes, I might know the lead vehicle going into the project. But I need to see the creative work before I start playing around, seeing the work we create together before refining our choices. 🎥 𝗩𝗶𝗱𝗲𝗼 𝗶𝘀 𝘁𝗵𝗲 𝗵𝗲𝗮𝗿𝘁𝗯𝗲𝗮𝘁 𝗼𝗳 𝘀𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴 Video captures the emotion and drives consumer engagement. Each format plays a crucial role in bringing our brand narrative to life, from TV ads to detailed YouTube explainers. 🌆 𝗕𝗶𝗹𝗹𝗯𝗼𝗮𝗿𝗱𝘀 𝗱𝗿𝗶𝘃𝗲 𝗿𝗲𝗮𝗰𝗵 𝗮𝘁 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝗽𝗹𝗮𝗰𝗲𝘀. Billboards can be strategically placed to catch the consumer’s eye exactly when and where it counts. These pivotal touchpoints convey our brand’s essence at a glance. 📜 𝗟𝗼𝗻𝗴 𝗖𝗼𝗽𝘆 𝗶𝘀 𝘄𝗵𝗲𝗿𝗲 𝘄𝗲 𝗯𝘂𝗶𝗹𝗱 𝗱𝗲𝗽𝘁𝗵. It’s about crafting narratives that position our brand and build credibility, educate our customers, and sustain engagement long after the initial purchase. Whether through compelling PR stories or informative brochures, every word counts. 𝗡𝗼𝘄 𝗜 𝗰𝗮𝗻 𝗽𝗹𝗮𝘆 𝗮𝗿𝗼𝘂𝗻𝗱. I can start playing around with stages on the consumer journey. Take that TV script and add YouTube to capture attention or drive emotions at various journey stages. Turn it into social videos. You can use long-copy in print or online to help with higher-risk purchases at the search stage. It could be a blog, PR, or a series of social posts. Use the billboard work to create digital display ads, OOH billboards that get closer to the purchase. By dissecting the creative output across these mediums, I can strategically align and optimize our messaging to resonate more profoundly with our audience, ensuring our brand communicates, connects, and convinces. 𝗧𝗿𝘆 𝗶𝘁 𝗼𝘂𝘁: When you aren't quite sure where you want to go, ask to see each script area in video, billboard, and long-copy. 👣 I post something daily on LinkedIn that will get you to think differently about marketing. Follow me on LinkedIn: https://lnkd.in/gfXyFCZ8 📕 I wrote the 𝗕𝗲𝗹𝗼𝘃𝗲𝗱 𝗕𝗿𝗮𝗻𝗱𝘀 playbook to help marketers think, define, plan, execute, and analyze the brand. We are proud that Beloved Brands has received 85% five-star reviews and has been called "the cheat code for brand leaders" You can find on Amazon https://lnkd.in/ep2W_Nh5 or Apple Books https://lnkd.in/enqY59jr 🌐 Explore how our Marketing Training can make your marketing team smarter, so they produce better work that drives stronger results: https://lnkd.in/gTcfiX4 📩 If you have questions, email me: graham@beloved-brands.com #advertising #brandmanangement #media

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PSA: For anyone needing to transfer their domain from Google Domains to Squarespace - if you aren't familiar with how domain transfers work, ask for help! I'm currently helping someone recover their account post-transfer, which has locked them out of everything and shutting down their operations until we hear back from Squarespace support. If you need help with this kind of thing or any IT/Cybersecurity need or just have questions, don't hesitate to schedule a call with my team: https://lnkd.in/eWfTkRem #cybersecurity #informationtechnology #staysecure

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I posted an article about how I was one of the first people to start a social media profile for a brand, and the breakdown of traffic sources is fascinating (clearly a small sample, but still). Meta owned challenges dominated and LinkedIn was third. But comparing Threads (where I have 15k) and Linekdin (where I have almost 5k) shows that LinkedIn is still driving a good amount of traffic if you write compelling enough content that people want to click through. Have others seen similar results? #socialmedia #marketing #digitalmarketing

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Capturing attention is so important when it comes to ad success, but a great intro hook, motion and text overlay are just a piece of the puzzle… You also need to RETAIN attention! ✅ Add stakes ✅ Open a curiosity loop ✅ Do visually interesting things ✅ Add hooks throughout ✅ Change perspectives/locations ✅ Tell a story ✅ Do unexpected things/be unpredictable

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"The world needs ditch diggers too!" -Caddyshack Well... Not so fast. I often see people tolerate mediocre talent under this guise. And I think it's a big mistake. 🙅‍♂️ In my last post, I talked about what it means to be an A player vs a B player. Consider that as your organization grows, the talent that is below the bar will eventually find themselves in management positions. Then they too will tolerate what they deem to be mediocre talent. So if an A player wants to set the bar for hiring at the B level. Where does the B player set the bar when they are hiring? Eventually, you will have C players setting the bar for hiring at the D level! Meanwhile, your A players get demotivated and start looking for opportunities to join a high-performing team elsewhere. ❓ How do you think about this in your organization?

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This is brilliant! WOW. I do this without even realizing it—subconsciously adding my water bottle to my routine. YETI does it again 💯 #brand #brandstrategy #marketing #marketingstrategy

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Why is Axios shifting its strategy to emphasize expertise -- and what can all content teams learn from it? "The premium for people who can tell you things you do not know will only grow in importance, and no machine will do that" - Jim VandeHei An expert-driven content strategy is high performance, good for brands (especially those in B2B or high stakes decision-making, like consumer healthcare), good for your sales team -- and differentiated, whether your competition is human or AI. Some brands will make this look easy. The truth is, harnessing subject matter expert talent for differentiation is anything but, and here's why: 1. Experts aren’t content creators 2. Experts are busy 3. Experts tend to use jargon If brands can build systems to ingest, translate and promote unique expertise from their SMEs, they can realize a lot of value. First comment below explains how to get started... #contentmarketing #contentstrategy

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#AI, #NLP, listening and #EarlyRadar were big themes this afternoon at Kroger's 84.51˚office where five local startups talked up the future to twenty or so national brands. Nichefire showcased breakthrough work forecasting actionable trends and the next "secret sauce" (literally) for marketers while NativeAI highlighted the power of #NPL to unlock more value from feedback loops. InfoTrust saves brand builders a ton of money and time through next-gen data analytics and Narratize is accelerating time to market with #GenerativeAI for impactful scientific, technical, and medical content. From my end, representing BrandRank.AI , I noted that "search and discovery as we know it are being disrupted" and that brands MUST get in front of the "Prompted Moment of Truth" shopper journey. I also added a little "Gamification" to the mix, asking the audience to guess the brand behind AI-generated visual metaphors (e.g. Kroger is an increasingly green and healthy "Busy Bee," Walmart is an industrious beaver) -- this to stress the urgent importance for brand builders. "Thinking and acting like algorithms." Thanks John Stieger for organizing this session (and your indefatigable support of local startups...for 5+ years I might add). Mark Wood of Cintrifuse thx for your support of the event as well and great to see you. 🔥 Judy Zitnik thanks for the partnership, deck collaboration, and always spot-on feedback/suggestions. 🔥Michael Howard 🔥Khalil El-Amin Catherine O'Shea Sarah Sanders Katie Trauth Taylor, PhD #CincyAIWeek Hank Hudepohl Kelly Cohen Summer Crenshaw Bill Hildebolt

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