Esi Eggleston Bracey’s Post

Bring your notepad, some sun cream and an open mind… and come with me on a journey, all the way back to CANNES ☀ Unilever had phenomenal Cannes results this year, but that doesn’t mean we should be complacent ! That’s why we hosted a session for our brilliant creatives across Unilever and our third-party suppliers on “Highlights and Learnings” 🤓✨ After all, the international festival of creativity isn’t just an opportunity to flex the strength of our people and our brands. It’s a time to be inspired by the work of our peers, lay the groundwork for future collaboration across ad-land and stay ahead of the curve when it comes to innovation in our industry. In the age of platforms, building effective and successful brands is a constant challenge… but a constant opportunity, too. I often say, if we want to 'Get on the Frontline', then we have to look backwards to look forwards... So, in case you missed it, here’s a sneak peek at the first five minutes of our session presentation, where I set out the context of our mission at Unilever ! Roll the footage… 🎥 #UniquelyUnilever #CannesLions2023 #CannesLions #Advertising #Marketing #CreativeAdvertising

Great news! Unilever has been awarded Cannes Lions Creative Marketer of the Year 2024! This is a huge achievement, especially since the last time Unilever won this award was in 2010. Between then and now, Unilever has won a whopping 230 Cannes Lions. This outcome is a result of a focused effort to raise the bar on creativity. Some key learnings from my experiences over the past 10 years in this space : - Link the outcomes of enhanced creativity to superior business outcomes. We have pioneered new testing methodologies and attribution models to better embed the case with General Managers. -Land a clarion call-to-action with our agency partners and internal teams. Setting upfront clear expectations backed with focus in resource allocation, perseverance, and collaboration. -Resource multi-year internal capability building programmes. Our Get on the Frontline programme with a focus on Getting Real, Doing Good and Being Unmissable with our consumers. -Move from Marketing to Mattering via more purposeful brand positionings. Transition from advertising ideas for TV to social ideas that can inspire creators and consumers alike -Build stronger partnerships with social media platforms to executing better within each platform. -Recognize great work internally via internal awards and talent acceleration. A big shoutout to all our agency partners and Unilever teams who have collectively raised the bar on creativity. We could not have done it without you! Read more about this exciting news at the link below in the comments. #uniquelyunilever.

It's time to meet the next two members of our Latin American Jury, they are Thiago Stelle, The Kraft Heinz Company, Brand Lead and Jeanine Salgado, Regional Media Lead LATAM – Consumer Beauty & Luxury Brands, Coty. When asked what she will be looking from the entering campaigns in terms of trends and insights, Jeanine shared " The use of the data to bring relevant messages and solutions to the people you serve. Data driven strategies can bring you ways to be a love brand that gains a space in consumer´s heart. It is key to know how to transmit empathy and clear solutions through your product or service via the correct channels, moments, and messages." Will the Judges think your work is of an award worthy standard? https://lnkd.in/eQir7uaW

Celebrating 5 Years of a Fruitful Partnership with Pernod Ricard! 🥂 As we mark our 5-year anniversary of working closely with Pernod Ricard, it's a moment of reflection and gratitude. Our journey with this global giant in the wine and spirits industry has been nothing short of transformative. A Glimpse into Our Collaboration Pernod Ricard, the world's second-largest wine and spirits seller, operates in 73 countries and distributes its premium brands in 160 countries worldwide. Brands like Jameson, Absolut, Havana Club, and Malibu are just a few jewels in their crown. Their ambition? To lead the global alcohol industry. Our collaboration began when Pernod Ricard embarked on their digital transformation journey. They aimed to enhance their media management skills and processes, which were pivotal to their business performance. Given the decentralized nature of their operations, there was a need for consistency in media management across the board. The Abintus Touch We at Abintus took on the challenge headfirst. Our approach was holistic. We began with a 360-degree diagnostic assessment of their current media performance. The insights derived from these assessments paved the way for a strategic solution that was both cost-effective and impactful. This led to a series of media agency pitches aimed at enhancing media transparency, accountability, and overall performance. Additionally, we developed a training platform with online media management courses and a guidebook, ensuring uniformity in media management processes across Pernod Ricard. Colin Kavanagh, Chief Marketing Officer at Pernod Ricard, aptly summarised our partnership: "Certainly we've been able to identify some critical insights... The idea to partner with Abintus was definitely the right decision. Absolutely no doubt about that." Here's to Many More Years! As we raise our glasses to this milestone, we're filled with anticipation for the many more years of collaboration ahead. Thank you, Pernod Ricard, for trusting us with your vision. #SuccessStory #Partnership #MediaExcellence #Advertising #Media

📣 Yesterday we were at Advertising Week Europe where our CSO Clare Hutchinson chaired a panel at on enhancing brand memorability, joined by several of our clients: 🌟Talar El Asswad, Müller UK & Ireland, Treats & Desserts Lead 🌟Elise Burditt, Senior Marketing Director at Cadbury, Mondelēz International 🌟Wendy Duggan, Director of Marketing, Primark 🌟Steve Parkinson, Brand and Marketing Director, Allwyn UK The session delved into the debate: Is it more important for brands to be noticed or remembered? The key takeaways from the session include: The Importance of Brand Memorability: Understanding why brand memorability is crucial in today's changing media and cultural landscape. Insights from Memorable Ads: Panellists discussed memorable ads from the past, examining what made them stand out and what lessons can be applied to current advertising strategies. Attention vs. Equity: Exploring what people might consider more valuable in advertising—capturing attention or driving brand equity. #AWEUROPE2024

5 Game-Changing Takeaways from the Marketing Masters of Iconic Brands For the next five days. Five takeaways. Here we go... Day 1: Acts, not Ads. At this year's #MastersofMarketing conference, industry leaders from Gabrielle Wesley of Mars Wrigley to Shakir Moin of The Coca-Cola Company emphasized 'Actions speak louder than words'. The most impactful brands don't just advertise; they actively shape culture... Get all 5 takeaways here: https://lnkd.in/d5PTwX8U #BrandPurpose #ActsNotAds #MastersofMarketing #ANA #actionsmatter #cocacola #marketingadvice

Striking a pose and taking a much needed inspirational breather at Cannes Lions International Festival of Creativity What I personally loved the most except for the great work presented, and meeting sooo many amazing old and new friends, is how my old world as CMO and my new world as Chief Magnificent Officer blend so well. As shared by the incredible Deepak Chopra MD (official) and my CMO friends Michelle Crossan-Matos, Najoh Tita-Reid and Raquelle M. Zuzarte summarised so well during the great Procter & Gamble Allumni panel event hosted by Gary Vaynerchuk & Jim Stengel 🙏 As a CMO you know that core to your work is - ⭐️Creativity- stretching the box, ⭐️Curiosity (especially with the transformative technologies) ⭐️Analytical skills to master marketing KPi’s and ⭐️Strategy to pre-empt consumer needs and competitive moves, but probably THE most important driver of your success as CMO is ⭐️Culture- inclusive, psychologically safe and nurturing culture- because culture eats strategy for breakfast! This was also the theme shared by so many of the amazing panels at the The Female Quotient CMO are best positioned to change their org culture as they understand that - 💛Without #Happinessatwork there is no creative marketing work. 💛You can’t create if you don’t create the #psychologicalsafety that is proven pre requisite to inspire team-work and out-of-the-box thinking. 💛Employees who are able to create the magical #Goldenlink between their personal #Purpose and their team and company #Purpose are those who deliver brilliance. 💛You can’t innovate if you don’t have the #empathy to truly understand your consumers unmet needs and walk in their shoes. 💛Return on interaction and relationships are the real drivers of ROI- non of us is as creative as all of us- creative brilliance is an iterative team effort. 💛When you communicate from the head you stay in the head, but when you communicate from the heart- you land in the ❤️ 💛True Creativity requires data yet some leap of faith that comes from connecting left and right brain. 💛#Gratitude and #Generosity are core strategies- generosity to our planet, generosity to other, give back to the less privileged and also generosity towards ourselves- as your can’t pour from an empty jug. Bottom line -You can’t lead if you don’t know to connect both your positive masculine (Data, logic direction) and positive feminine (empathy intuition teamwork giving) leadership traits and todays culture requires this much needed shift towards more feminine energy - psychological safety, purpose, empathy, team work and relationships as the true drivers of bottom line success- hence the my mission for all leaders- men as well as women - to #LeadLikeAGirl 💛 Grateful to connect with all my amazing pips and even more excited about my mission to humanise the workplace so all leaders thrive and continue to reinvent a better workplace and a better world ♥️🫶 P&G Alumni Network - Official Page VaynerX

I had the distinct pleasure of sitting with Kantar BrandZ for an in-depth conversation about global brands through the lens of PepsiCo's iconic portfolio -- what makes a brand valuable, the role of brands, how to stay relevant, deploying distinctive assets in a consistent and connected way, how the best-of-the best do it and so much more. I believe brands have a bigger role to play than before and at PepsiCo we talk about Positive Brands. We want to inspire people to make better choices for them and the planet. We are developing programs that leverage the scale and power of our brand marketing to accelerate our sustainability journey and connect with consumers. And we recognized brands are only relevant to people to the degree that they connect to something meaningful in their lives; something bigger that connects to core human needs like community, security, control, connection, enjoyment, etc. When it comes to deploying distinctive assets, we have to be very humble as marketeers. Memory structures, distinctiveness, brand meaning is built over generations. As marketeers, we stand on the shoulders of the giants that went before us. I'm very humble to the generations of incredible marketeers who have built these brilliant brands. Thank you Kantar for recognizing PepsiCo in the BrandZ Top 100 Brands Global Report 2024. Check out the full conversation: https://lnkd.in/eE3mtGxZ #PepsiCoProud #BrandZ #Kantar

As I think about the weekend, I can't help but wonder if Pernod Ricard's Jameson can repeat or continues to see triple-digit growth numbers like the ones the brand saw between 2019 to 2021. 🤯 When you think about brands that clearly invested in / built "Cultural Capital" and reaped the incredible rewards, one of the brands that come to mind is Jameson in the Nigerian market. From market entrant to triple-digit growth rates in a very competitive market, this is a case study for the books. 💯 How's your brand building cultural capital? Have a great weekend, people. 🥃 P.S. We'll talk more about building "Cultural Capital" in the coming weeks. P.S.S. I had to bring back this post. 😊 #brandmarketing #digitalmarketing United Digital

For Condé Nast, tentpole events (e.g., Met Gala) have been crucial for proving out the value of attention metrics. But... Global Chief Business Officer Deborah Brett "The Met Gala only happens once a year. How do we bring the same formula to every single display and video campaigns across channels (like TikTok)—to have the same impact with attention metrics?" Attention quality score from Moat is gaining favor. Video completion rate has grown more complex—was the sound on? "We are trying to tackle waste—and attention metrics can help us minimize waste." MFAs come up! Drink! Will the blowback against MFAs put more pressure on premium pubs to deliver more? "No one is calling Condé Nast expecting anything less than a very, very premium environment." Proving out incrementality key new focus for sales team—"substantiate the value proposition." However—need third parties to grade our homework, and validate our metrics. (GD comment: are the third parties ready?) ARGH! Why can't I ask questions! Why can't we talk about #retailmedia partnerships?!? Let me be a part of the action, Digiday! (You guys are doing great, btw.) #digidaypublishing