Here are Business Insider's 2024 rising stars of brand marketing. They commanded new tech to reach Gen Z and led campaigns that helped their companies soar.
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THE GM MARKETING MESS, PART II. Explaining the shakeup, Peck explained that GM brand leaders will "hold the strategy," (there's mistake number 1), while the creative agencies will “lead the creative vision — the brand, the look, the tone, the feel, the major campaigns. And then Media.Monks will take those assets and leverage them to reach consumers in a very fast, efficient and prolific way.” (Talk about quintessential Marketing Hack speak!) We're feeling that this is a recipe for disaster. The on-boarding of these agencies alone will take a full twelve months at least, in an environment that doesn't even remotely have that kind of time. The most telling bit in the announcement? "Peck suggested GM’s new creative shops could move some people to Detroit. GM is also beefing up its hiring of internal marketing staff in the region. “We sought out the very best agencies possible, no matter where they were located, geographically speaking,” Peck said. “That doesn't mean that we’re moving away from a Detroit-based presence, though.” Guess what? Every single one of these agencies will be expected to have offices here, and then the cycle will start all over again. Are these shops good? Yes, of course, but once they get sucked into the swirling maelstrom that has defined GM marketing for decades, they will become deballed in a matter of months and lose their collective soul. You can count on it. Why did this even happen in the first place? As I've pointed out previously, CEO Mary Barra continues to listen to the ex-Silicon Valley hacks on GM's board, which is akin to GM's True Believers consulting New York Ballet operatives for advice on how to build the next Corvette. The High-Octane Truth is that Barra has never had even a shred of a feel for marketing. She - and GM - continue to flail in the marketing arena, and this latest agency upheaval just kicks the can down the road. The current roster of GM marketing operatives is inept and incapable, and sadly, we predict this won't move the brand image needle one bit for GM, or its divisions. Pathetic. -PMD & WG READ IT IN TOTAL HERE: https://lnkd.in/ecczzdU
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X announces enhanced tools for brand safety. Find out what this means for X advertisers and if it will lead to more effective ad campaigns.
X Introduces New Brand Safety Features For Advertisers
searchenginejournal.com
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North America Executive Lead of Auto, Retail and Hospitality Businesses @ Kantar | North America Sustainable Transformation Lead @ Kantar | MBA, ACC
Recent backslash of marketing activation during Pride month has made some marketers question the value of brand purpose. Personally, I believe CMOs have a tough job to fulfill as the focus on short-term deeply overshadows the importance of long-term nowadays. However, purpose might be more important than ever. Purpose by definition is "the reason for which something is done or created or for which something exists". Hence, #𝑩𝒓𝒂𝒏𝒅𝑷𝒖𝒓𝒑𝒐𝒔𝒆 𝑖𝑠 𝑎 𝑏𝑟𝑎𝑛𝑑'𝑠 𝑟𝑒𝑎𝑠𝑜𝑛 𝑓𝑜𝑟 𝑒𝑥𝑖𝑠𝑡𝑒𝑛𝑐𝑒, 𝑏𝑒𝑦𝑜𝑛𝑑 𝑚𝑎𝑘𝑖𝑛𝑔 𝑎 𝑝𝑟𝑜𝑓𝑖𝑡. 𝐼𝑡'𝑠 𝑎 𝑤𝑎𝑦 𝑡𝑜 𝑐𝑜𝑚𝑚𝑢𝑛𝑖𝑐𝑎𝑡𝑒 𝑎 𝑏𝑟𝑎𝑛𝑑'𝑠 𝑐𝑜𝑛𝑡𝑟𝑖𝑏𝑢𝑡𝑖𝑜𝑛 𝑡𝑜 𝑡ℎ𝑒 𝑤𝑜𝑟𝑙𝑑 𝑎𝑛𝑑 𝑡ℎ𝑒 𝑝𝑒𝑜𝑝𝑙𝑒 𝑖𝑛 𝑖𝑡. In this article, our fabulous Margot Acton is consulted on purpose-led marketing and the importance of not only getting it right, but executing it properly, with a holistic view and understanding of your customer. Check it out here: ↳ https://lnkd.in/giSMmZcC
Brand backlash: Are 2023’s epic marketing fails part of a bigger problem?
marketingdive.com
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TikTok provides valuable insights and key considerations to enhance brand marketing strategies. Check out the details shared by Social Media Today, LLC here: https://lnkd.in/gMa2sTdx #TikTok #DigitalMarketing #SocialMedia #BrandMarketing #Branding #Insights #KeyConsiderations
TikTok Shares Insights Into Key Considerations for Brand Marketing
socialmediatoday.com
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Brand and Performance Michael Fanuele, in his recent op-ed piece, argues that agencies are doing it all wrong when it comes to the argument of brand vs. performance. He doesn't believe in the vs. debate and thinks it's more of an AND issue. The other big point he makes is about agencies trying to prove that brand matters to clients by building decks full of data points from studies like "Long and Short of It." He advocates for a different approach. "Be a heart magnet, not a head tickler. If you’re not making a client your accomplice, you’re making them your judge. Find ways to engage your client emotionally. Enlist them on the creative journey. If you think your client should be doing only the “thinky bits” while leaving the “creative bits” to you, you’ll be left with a client who is only overthinking. Let them play. Ask them about music and colors and casting and typeface and vibe." Net- Bring the client onto your side - take them into your world- don't push them back into theirs. https://lnkd.in/eSA-gz9J
How to do brave brand marketing in a performance-based world
adage.com
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"🎙️ Host of the Good Neighbor Podcast | 📖 Publisher of Northport Living Magazine | Rotarian & Community Connector in Northport & Tuscaloosa"
In the realm of business and branding, the pursuit of long-term success embodies a journey akin to a marathon, where sustained advertising efforts play a pivotal role. This anonymous quote encapsulates the essence of enduring success, highlighting that advertising isn't a short-lived burst of visibility but an ongoing commitment to building and maintaining connections with audiences over time. Much like training for a marathon, consistent and strategic advertising endeavors are essential to create lasting brand recognition, trust, and loyalty. Viewing advertising as a marathon underscores the significance of endurance and resilience. It's not about a fleeting moment of attention but about cultivating a presence that withstands the test of time. Consistency in advertising campaigns cultivates familiarity and trust, allowing brands to carve a permanent place in the minds of consumers. This perspective also emphasizes the importance of pacing oneself in the advertising landscape—focusing not just on immediate gains but on strategies that endure and adapt, ensuring relevance and resonance across changing market landscapes. Ultimately, embracing advertising as a marathon, not a sprint, underscores the enduring commitment necessary to achieve sustained success and lasting brand impact.
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Part 2 of the already popular brand campaigns series from John James has landed. And boy is it an eye-opener. John dives into the historical drivers of brand campaigns—everything from the genesis of the agency battle to the loss of 3 P's (when did that happen?) and the digital disruptors that followed. Money vs. scale, ATL vs. BTL, brand vs. non-brand. It's all there. It's incredible to see how much what got us here is still driving our industry today. Makes you better understand why the likes of Simon Sinek and Brene Brown became so successful. And why we're so agency-dependent when it's quite clear that many of those agencies all stem from the same holding group. We know this, yet we still choose to switch, make them pitch, and walk away as if we've revolutionized the process. Perhaps it's time to rethink. As John says, "Why do we call them 'campaigns'? Why not do something for an extended period of time? Campaigns are a political construct, sold by agencies and willingly accepted by clients. But customers don’t think in campaigns." Agree or disagree, we look forward to your comments below. This is a big one, so read carefully and return here ready to fire up the conversation.
Brand Campaigns, Part 2: Where Did They Come From?
brandingmag.com
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VOICE | Deion Sanders is giving us a masterclass in marketing, winning at those ubiquitous and inevitably vague tenets of brand excellence: authenticity and consistency. Which is to say brands and businesses should tune in, too. Kaitlin Barton shares a few key lessons from Sanders’ brand playbook.
Marketing Lessons From the Deion Sanders Brand Playbook
adweek.com
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Some interesting and important marketing lessons taught by guest professor, BARBIE! To which I would add, EMBRACE your brand. Know who you are and what you mean to your customers! I’m talking to you GI JOE!
Mattel brand chief on 5 ways Barbie changed its marketing model forever
thedrum.com
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Co-branding is a staple of marketing. It's a tactic that brands through the ages have deployed to find and attract new audiences to their products. But how effective is it really? Not that much it seems. In fact, it can even be detrimental to both brands as it can lead to lower brand recall. And in most cases only one brand can come out the winner. So, how can you make sure it's your brand? Read the full article for co-branding best practices and how to make sure your brand comes out on top: https://bit.ly/3DPmMnK
Does a second brand aid advertising impact?
https://www.marketingscience.info
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