International News Media Association (INMA)’s Post

'Advertising is just, well, really good at advertising itself'. Given I work within a #techpr agency, that's the line that really caught my attention in this article from WARC. In comparison, I'd say that PR isn't so great at PR-ing itself. You only have to look at the finite opportunity we have as a PR agency to promote our own work. Despite that, it has been said that PR is 3x more effective than advertising! 👀🤷♀️ The article investigates whether innovation should be viewed as the 'new advertising', in terms of its ability to deliver growth. What other marketing or business functions do you believe are being undersold because they're not so great at promoting themselves? #innovation #publicrelations #technology https://lnkd.in/emHX_a5p

This week in #COMM231 we continued to discuss the importance of creativity in integrated brand communication. Intrigued I found an article in the Harvard Business Review that made an interesting point about how creative advertising does not work in every situation. The article started with the following quote that I found very interesting. “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community…faster.” I completely agree with this point, but the article raised a side that I had not considered. It stated that although creative advertising led to positive attitudes about a product there is not the same type of empirical evidence to link creativity of marketing campaigns to sales. The author of this article decided to investigate this and through his research found that not only is creativity more effective but there are also different dimensions on creativity that have different influences on the consumer and companies were not using these dimensions effectively. The research and findings were very fascinating, and I would recommend giving it a read. Article link: https://lnkd.in/g7Bf2uvc 

“It’s easy to get a budget for creative-free media; it’s almost impossible to get funding for media-free creativity. This does not only come at the expense of brand-building ads, it also comes with something much worse – a massive loss of insight.” Great piece from the great Rory Sutherland. When there’s no creativity in the creative and all the comms are transactional, brands become data-rich but without any actual knowledge about their customers. #marketing

Discover the power of persuasive advertising strategies in marketing, exploring the impact of aligning with trends or positioning products as departures from norms for enhanced brand visibility and engagement. #DigitalMarketing #marketingstrategies https://lnkd.in/g9cNNvZ5

Mid last year, I made the decision to in house our creative production for marketing. The campaign that we launched this week for WSFM's Jonsey & Amanda is testatment to the validity of that decision. The campaign, breathes new life into a brilliant concept originally developed by our trusted partner and creative thought leader Emotive | Creative Agency, but as you'll see in the execution, makes no compromise on production quality. ARN is a business that generates thousands of hours of content each day, and it's important that as a marketing team, we can move with the same agility when developing and producing our campaigns, which is what inhousing has enabled. I have seen the edit and feedback loops transition from days to instantaneous, allowing the marketing team to reclaim hours of time, by literally sitting with the production team to edit together, and develop the assets. It's meant that they've had more time to perfect the minutiae of the ads (like brand cues and messaging) and also think about extending the campaign into other touchpoints. Creative agencies are absolutely critical for extending our thinking and enhancing the power of our brands which is why we still partner with them (and inhousing won't work for all brands), BUT where our ambition is to use the content to sell the content (at speed), it's certainly proving beneficial. Well done Erin Donati and Donna Gordon for orchestrating such a brilliant campaign and to Sean Vandenberg, Ante Miocic, Jarryd Haefele, Becky Lilyman & Lachie McKenna for exceeding expectations on the vision once again. https://lnkd.in/gCyewQ7E

Maranatha Peterside, an Account Manager wrote an insightful article about rediscovering the joy of advertising. Here are some guidelines to keep in mind when creating standout campaigns: 🧬 Be Clear on Your Brand's DNA: Understanding and defining your brand's distinctive memory structures is crucial. This clarity ensures that all marketing efforts align with the core identity and values of the brand, making your messaging consistent and recognizable. 🧪 Test, Fail, Learn: Embracing weirdness involves experimentation. Don’t be afraid to test new ideas, fail, and learn from those experiences. This iterative process helps in refining strategies and discovering what truly resonates with your audience. 🤝 Find Co-Creators in Communities: Engage with communities that share your brand’s interests and values. These co-creators can help bring out the “weird” side of your brand, adding authenticity and depth to your campaigns. ❄️ Let It Go: Channel your inner Elsa and let go of conventional constraints. Allow your brand's unique voice and character to shine through without fear. Authenticity and originality often lead to the most memorable and joyful advertising experiences. By following these rules, brands can unlock the full potential of their creative efforts and truly connect with their audiences in a meaningful and joyful way. Read the full article here: https://lnkd.in/eqUD7bQR

In today's world filled with an amount of #content, it can be tempting to dismiss advertising as noise. However let me share the truth with you; in the competition, for attention advertising plays a role as a silent hero. It guides #customers to your doorstep. Ultimately shapes the success of your product or service. Think of it this way; imagine creating the cake ever made but without anyone knowing that it exists. Advertising serves as your oven, mixer, and icing spatula. These tools help bring your masterpiece to life and present it on a platter for the world to see. Here's why advertising truly deserves applause; It cuts through the abundance of information. While algorithms may curate feeds a placed #advertisement captures attention. Sparks curiosity, by ensuring that your offering reaches the right audience at just the right moment. It builds brand awareness and fosters trust. Through strategic placement, advertisements subtly weave your brand into life making it familiar and reliable when people need it most. It. Enlightens. Advertising goes beyond shouting "Buy me!" It has the power to tell your story highlight what sets you apart from others in a way and educate customers about what makes you special. It inspires action and drives conversions. Advertising has a way of guiding customers, toward purchasing whether it's through subtle brand cues or clear calls to action. It helps transform interest into sales. Moreover, advertising plays a role in building brand loyalty. It goes beyond attracting customers ensures that your brand remains memorable and reminds existing customers why they chose you in the first place. By reinforcing associations, it strengthens the bond, between your brand and its loyal supporters.

🌟 Creativity in Advertising: When It Soars and When It Sinks! 🌟 In the world of advertising, creativity is like a magical wand that can either work wonders or fall flat. 🎩✨ 🚀 When it works, creative advertising is a showstopper! It grabs your attention, ignites your imagination, and etches a brand in your memory. It weaves stories that touch your heart and drive home the message. Think Fevikwick or the Fevicol campaigns—they etched themselves into our hearts and minds forever. 💥 But beware, creativity can be a double-edged sword. When it goes rogue, it can lead to confusion or apathy. If it veers too far from the brand's identity or buries the message beneath layers of spectacle, it's time for a rethink. After all, advertising isn't just about dazzling; it's about delivering results. The secret sauce lies in striking the right balance! Creative ideas that harmonize with a brand's essence, resonate with the target audience, and deliver a crystal-clear message are the ones that skyrocket to success. 🌆✉️ Creativity isn't a mere spice in advertising; it's the secret ingredient to a blockbuster campaign. 🎬🌠 #AdvertisingMagic #CreativityUnleashed #MarketingMastery #consumerbehavior #marketingandadvertising #advertising #creativity #business #marketing

XELEMENT’s Power Move: Creative Genius Diogo Borges Onboard! Staying true to our purpose of “Creating Powerful Success Stories,” we are excited to welcome Diogo Borges as our Executive Creative Director at XELEMENT. This addition comes at a pivotal moment, following our latest success in adding another accolade to our track record; striking Gold at the MENA Effie Awards. With over 22 years of creative experience, Borges’s journey is also marked by a suite of awards that include Cannes, D&AD, One Show, and Clio. Our CEO, Amro Aboonoq, captures this sentiment with grounded optimism: “Diogo’s arrival at XELEMENT is a humble yet powerful stride towards enhancing the success stories we create. It’s about bringing a new dimension to our already strong team. His global perspective, paired with our proven track record, paves the way for what we can dream and achieve next.” As a full-service advertising agency, XELEMENT has always believed in the power of quiet strength and the impact of well-crafted strategies. Our comprehensive services – spanning creative endeavors, strategic marketing, and branding, to media buying and consultancy – are a testament to our ability to deliver results that resonate. With Borges now part of our team, we’re not just looking to maintain our standards; we’re aiming to surpass them. His international experience, combined with our deep understanding of the local market, sets the stage for XELEMENT to craft even more impactful success stories. Our recent award win was a significant milestone, but with Diogo Borges on board, we stand at the threshold of an exciting new era. At XELEMENT, we don’t just seek success; we define it, always remembering that true strength lies in humility and the relentless pursuit of excellence. Together, we’re turning visions into realities, crafting powerful narratives that leave a lasting impact.