Yadira Harrison

Winning with Culture! Group Black is your key to unlocking measurable brand growth. Let’s discuss how we can do it for you.

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Moving Retail Media from Science to Art.... Here's a few musings from the latest Unfold about how we've seen the advancement of RMNs into the upper funnel resulting in the conversation shifting from a place dominated by data and ad tech in to more of a discussion on messaging and creative. Or put more simply, how Retail Media is moving from a pure performance channel to a traditional marketing vehicle. ... and as a true P&G marketeer at heart, how excited that makes me! I'll drop the link to the full episode in the comments too 😀 Let me know your thoughts!

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S/O to Whitney Alexander's Substack for this fantastic ADWEEK spotlight. As a 40+ woman, I am definitely feeling the lack of focus by most consumer brands, ironically, when I'm the most willing (and able) to spend more for quality. Only 5-10% of marketing budgets are earmarked for an over-50 audience, BUT: 💰 Women drive 70-80% of all consumer purchasing, either through buying power or influence  💸 And women older than 50 drive $15 trillion in spending power—which is 27% of all consumer spending in the U.S. 🤑 By 2030, women are expected to control much of the $30 trillion in wealth that is soon to transfer from baby boomers to younger generations—namely millennials, who will all be in their mid-30s to late-40s by then [GASP]. The article lists General Motors, Buick and L'Oréal as exceptions, who else do you think is doing a good job at this? https://lnkd.in/ee_ssgGD

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I sat down with Elley Cheng, the president of Pantone, the company that interprets the universal language of colors for people and brands worldwide. Elley Cheng explains colors and creativity in the tech era almost poetically for Aposto. For the past 60 years, Pantone has created an extensive color archive, preserving the memory and history of colors. Whether we as consumers are aware of it or not, Pantone's influence is behind the consistency of products and brands and the nuanced updates to brand color guidelines. Join us for Pantone's strategic objectives for supporting marketing initiatives, designers, and brand evolution in the future. https://lnkd.in/eTiGPgyD TR; https://lnkd.in/eaR_sf_4

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This is why we need to do more than just talk about the state of mental health and agency cultures in advertising. We need to do some hard-self reflection and start making radical changes to what we expect of ourselves, and each other. Walter T Geer III's story is a great reminder that our work isn't life or death...until it is. Sending him so much gratitude for sharing his experience. 🙏 If you have a story to share, too, I'm gathering data for a mental health in advertising report, and upcoming event, with The One Club for Creativity. You can add your voice at the survey link https://bit.ly/3UpnFLm here.

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In today's diverse marketplace, understanding and connecting with BIPOC (Black, Indigenous, and People of Color) communities is more crucial than ever. This insightful Forbes article highlights key strategies for brands aiming to foster genuine inclusivity and drive impactful marketing campaigns. 🔹 Deep Cultural Understanding: Brands must invest in understanding the unique cultural nuances and preferences of BIPOC communities. This goes beyond surface-level knowledge to truly resonate with these audiences. 🔹 Authentic Representation: Representation matters. Ensure your marketing efforts authentically reflect the diversity and experiences of BIPOC individuals. This includes both in front of and behind the camera. 🔹 Community Engagement: Build trust through meaningful engagement. Partner with community leaders, influencers, and organizations to create campaigns that are both impactful and respectful. 🔹 Inclusive Messaging: Craft messages that are inclusive and resonate with the values and experiences of BIPOC communities. Avoid stereotypes and clichés to create genuine connections. 🔹 Continuous Learning and Adaptation: The landscape is constantly evolving. Stay informed about the latest trends and insights within BIPOC communities to keep your strategies relevant and effective. By adopting these strategies, brands can not only strengthen their market presence but also foster deeper connections with BIPOC communities, ultimately contributing to a more inclusive and equitable society. #InclusiveMarketing #BIPOC #Diversity #BrandStrategy #CommunityEngagement #Authenticity #MarketingInsights

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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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As Seb Joseph points out in this latest piece in Digiday, the same publishers purchased through TRUSTX are 50% more environmentally friendly than they would be if purchased through other supply-side platforms, as audited by Scope3. But it's not because we have less carbon-heavy MFA inventory than other SSPs. It's because we don't have any. Never have. Never will. Zero MFA, ever. It's not easy being green. But it is worth it.

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🎉 Really excited about this one.... An interesting thing is happening in the performance marketing ecosystem: digital media has become slower and more aggregated in terms of feedback, while OOH and DOOH have become more granular with faster reporting, meaning there's a 'meeting in the middle' and OOH is earning its rightful place in the sales funnel. There's a lot to unpack, but looking forward to chatting on it! #performancemarketing #ooh

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Thanks for having me on your show, Gregory Kirkham, It was a fun conversation about the shifting landscape of digital. Check out the show 👉 https://lnkd.in/gyVtfdZd To my marketers here on Linkedin, where do you see the most significant shifts in the world on digital marketing? 🤘

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Brand marketers, technologists, data scientists and ad industry leaders are gathered in California this week for the Out of Home Advertising Association of America’s (OAAA) annual OOH Media Conference, and one thing is clear: the medium is in the midst of an unprecedented transformation—one that resonates deeply with me. As an avowed media junkie, I’ve been a fan and a champion of OOH forever—but no more than I am today, considering the exciting opportunities the medium affords brands thanks to the industry's embrace of technology, data and pushing creativity boundaries. I am especially proud that my company, DiGennaro Communications, partners with OAAA during this moment of change. Under the leadership of President & CEO Anna Bager and EVP & CMO Julie Thompson, OAAA (founded in 1891) continues to lead the industry in innovation, opportunity and thought leadership. At a time when ad avoidance is a top concern of brands, the sheer scale and power of outdoor messages, as we all know, make them impossible to ignore. And now, with the proliferation of AI and tech innovation, we are witnessing a truly seismic shift in the medium.   The Las Vegas Sphere and New York’s revitalized LaGuardia Airport are just two examples of this evolution. In dynamic spaces such as these, cutting-edge technology is leveraged to elevate OOH to new creative heights. From spectacular billboards, to awe-inspiring digital displays, to thrilling interactive experiences, OOH continues to revolutionize how brands connect with consumers outside the home. What we are witnessing is the rise of hyper-targeted, personalized ad experiences that resonate with consumers on an individual level. Whether through AI-driven content or location-based targeting, tech is empowering brands to deliver marketing messages that are not just seen but experienced in a deeply personal way. There’s no dening it: All forms of OOH are highly personalized and contextual, and deliver results for advertisers. The buzz from OAAA's conference underscores this point. And while the latest tech advancements are a hot topic, there’s so much more that has the industry’s attention right now. The ongoing discussion around media measurement, for example, points to the vital role of data and analytics in optimizing OOH/DOOH campaigns. I am energized by the possibilities that lie ahead for OOH. Brands can reshape the ad landscape and create experiences that leave a lasting impression. Join me in embracing this moment and supporting OAAA and the OOH industry in shaping the future of consumer engagement and the future of advertising. It's Our Moment.   #media #advertising #marketing #brands #outofhome #OOH #DOOH #tech #AI #innovation #tradeassociation

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Serving isn't such a bad thing. As a servant leader, you're a "servant first". You focus on the needs of others before you consider your own. You acknowledge other perspectives, give people the support they need to meet their goals, involve them in decisions and discussions, and build a sense of community within your team. This leads to more involvement, more trust, and stronger relationships with the team and organization. #leadership #servantleadership

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In TVREV, Magnite's SVP of Platform Revenue, Mike Laband, discusses the importance of user experience in TV advertising and how new ad formats like tiles and pause ads complement the streaming interface.

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With more businesses branching into FAST experiences, it's clear that this trend is only growing. One of the key outcomes of this is the TV-like experience being offered as part of a device service. This channel is accessible to all customers who purchased Roku’s low barrier-to-entry devices. The advantages of cable advertising are now in the domain of tech. #FASTTV #Innovation #AdTech

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Discover the power of partnering with a Fractional CMO in my latest article, "The Ideal Creative Partnership: Clients and Fractional CMOs." Learn how empathy-led leadership in a fractional role can bring strategic focus, fresh perspectives, and remarkable results without the full-time commitment. Let's explore how this dynamic approach can drive growth and success for your business! Read more here: https://lnkd.in/gW6Pjmas

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A best practice for creating a highly effective sonic brand is to think beyond jingles. A sonic identity isn't just a catchy tune for your ads—it's an audio vocabulary that reinforces your brand promise. While it can enhance your commercials, it also helps you connect with new demographics and engage customers and fans in a meaningful and authentic way. If you’d like to hear a few more, read the article I wrote for AdWeek. #SonicBranding #MarketingStrategy #BrandIdentity #AdWeek https://lnkd.in/gzjeqsYZ

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