Jo Bird ✨’s Post

Is Seven Brand Safe? Currently, in many a media agency, a nuanced debate is unfolding about the wisdom of continuing media investments in Channel 7. Known for its support of certain controversial figures, Channel 7 poses a conundrum: does the engagement of its substantial audience outweigh the potential brand risk associated with its content and its actions? For advertisers, the decision isn't merely about metrics and reach; it touches on deeper questions of brand alignment and audience values. Should companies intentionally avoid targeting parts of their consumer base? Is there an ethical dimension to advertising that transcends simple commercial exchange, compelling us to select where we place ads based not only on audience size but on the values those channels espouse? Yet, it's crucial to acknowledge a fundamental aspect of the Australian market: the vast majority of consumers, whilst compelled to vote, are not deeply, politically motivated. These individuals, disengaged from the political fervour, are unlikely to alter their media consumption habits based on the political leanings of a network (unless they become extreme). They are the bread and butter of many brands and their media consumption choices are mostly unaffected by the controversies that might preoccupy media narratives: Kyle Sandilands is still on air, Alan Jones less so. As a media buyer, my role pivots more towards efficacy and less towards making political statements. While personal or collective industry discomfort with Channel 7’s editorial choices is valid, it is not necessarily prudent to allow these feelings to dictate strategic media placements. Our primary aim should be to connect products with their largest potential markets, regardless of the political climate. Shifting spend to find that audience on Nine or Ten will push up the cost. The real litmus test lies with the viewers: if Channel 7's actions truly cross a threshold of acceptability, we would expect to see a viewer exodus, naturally followed by a reallocation of advertising dollars. Until such a shift occurs, it's clear that the industry—much like the proverbial tail—shouldn't attempt to wag the dog. Instead, we might do well to remember that in many cases, the audience dictates the market, not the other way around.

Planning to make a Gen Z ad? Easy. Just assemble a group of young people in flashy outfits, give them oversized headphones, and sprinkle in trendy words like 'lit', 'slay', and 'vibe'. Ensure they look glued to their phones – voila! You've got a classic Gen Z ad. Yet, that's far from who we are. Marketers today are highly focused on targeting Gen Z, yet this sought-after audience often feels misrepresented by brands, and reduced to mere stereotypes. I spoke to Gen Z themselves to understand how are brands lacking and what they can do better. Experts: Siddharth Kumar, Sr. Copywriter at Digitas Srishti Pandey, Creator & Founding Member The New Thing ayden (they/he), Sr. Copywriter, dentsu creative Kanchi Parekh, Associate Group Account Manager -Strategy & Planning, SoCheers Dishant Shah, Sr. Creative Executive, FCB Kinnect  Prapti Shah, Senior Creative, One Hand Clap  Harshit Sharma, Founding Member & Sr. Brand Strategist, Youngun

Huge congratulations to Ruth Mortimer and the team from Ad Week for hosting an outstanding conference last week at 180 Studios in London. This should be mandatory for all advertising, marketing and media folks! Everyone will walk away with their own key learnings, but here's 8 pearls of wisdom I picked up along the way and popped into my bag... 1. Rory Sutherland - "In real life, there's more than one way to be right". As marketers we're faced with all sorts of business problems, and there's lots of different ways to solve them. Just because there's a counterfactual - and there invariably is - that doesn't mean you're wrong. 2. Grace Ladoja, Irene Agbontaen and Chioma Nnadi showcased the creative energy of Lagos and sub Saharan Africa. By the end of the decade, 40% of global youth will come from this region, and African stories and trends are already impacting global culture. If AI is making everything look and sound the same, then where better to look for breakthrough creative and inspiration? 3. DriveTribe demonstrated how to drive content consumption within their active community through thumbnail titles and short format, but also the reverse is true - creating content that's based around funny, catchy little ideas that grab attention. I guess a bit like clickbait, but nicer. Throughout the week I also really noticed how winning in short format - TikTok, gifs, memes, etc on mobile - often goes against the grain of what ad testing formats suggest... when audiences are focused on their mobile they're listening to music, reading text, looking at multiscreen videos all at the same time. 4. Charles Hambro showed statistics that showed Gen Z spend more time on Roblox than on TikTok, which I found a bit spurious but I double checked and it seems to be true. Seems like there's a heap of fashion and luxury brands in this space - I noted Lamborghini unveiled a big world recently. Which got me thinking... why? I love that it goes against contemporary marketing theory - no Gen Z is going to be buying a Lambo any time soon, and no marketing director is really doing this for brand preference in 30 years time... but per media theory, it's the fact that every teenage boy dreams of getting a Lambo, but can't, is a key reason why grown men who can afford them will buy one. At the same time, there are interesting brands targeting Gen Z right in there, which seems to be a clever idea. 5. Jamie Lang talking about podcasts as a great place to pilot formats and ideas at low cost, and building active communities that then show up for live events. He also talked about the importance of slow, consistent growth in social marketing assets - having a big viral idea might look great, but doesn't always lead to sign-ups. He also noted that "discovery is key" which I think is a great insight - audiences love to feel they've discovered something through word of mouth, rather than being sold to via media. Netflix's Baby Reindeer is a great example of this.

Crafting a consistent aesthetic that aligns with the voice of our brand across Instagram and Facebook feeds is more than just a visual choice—it's a strategic imperative, especially when running concurrent ad campaigns through platforms like Facebook Ads. Your brand's aesthetic on social media serves as a visual representation of its personality, values, and identity. It's the first impression you make on your audience and plays a pivotal role in shaping their perception of your brand. When developing our social media presence, it's essential to ensure that our aesthetic not only looks appealing but also resonates with our brand's voice and messaging. Incorporating our brand's voice into the aesthetic of our Instagram and Facebook feeds helps create a cohesive and authentic experience for our audience. From the choice of colors and fonts to the style of imagery and composition, every element should reflect the essence of our brand and evoke the emotions and sentiments we want to convey. This coherence becomes even more critical when running ad campaigns on platforms like Facebook Ads. Our ads should seamlessly blend into our organic content, maintaining the same aesthetic and voice to create a unified brand experience. Consistency across our feeds ensures that our audience recognizes and trusts our brand, whether they encounter our content organically or through paid promotions. Ultimately, aligning our aesthetic with the voice of our brand enhances brand recognition, fosters deeper connections with our audience, and strengthens the effectiveness of our ad campaigns. By maintaining a consistent visual identity and messaging strategy across Instagram, Facebook, and other social media channels, we can build a cohesive brand presence that resonates with our audience and drives meaningful engagement and conversions. #DigitalMarketing #CommunityManager #SocialMediaTips #FacebookAds #Meta

The rise of the digital age has brought with it many benefits. Among them are the near-infinite opportunities for brands to place their ads in front of potential customers. With this abundance, however, comes the challenge of ensuring that these ads appear in ‘brand-safe’ environments and advertising networks have put in place strict criteria and algorithms to ensure that brand messages aren’t shown next to unsuitable content. But what happens when these algorithms and guidelines unwittingly undermine content that drives social progress? #censorship #femtech #womenshealth #socialmedia #brand #advertising https://lnkd.in/e2unEiuJ

Think your brand is all set to conquer Gen Z just because it sports a cool logo? Think again! This study reveals the power of sound among Gen Zers - thank you, TikTok. Over half of this audience can attribute brands to viral sounds, even if those brands were miles away from their reality. Indeed, the power of sounds can significantly enhance brand recognition and awareness within Gen Z, and should be leveraged in your content strategy. #GenZMarketing #TikTokTrends #MarketingInsights #BrandAwareness #GenZEngagement #contentstrategy

As someone who has been studying corporate websites and branding strategies for a while now, I couldn't agree more with this article (though it is a bit older, the observations seem valid even today). 📝 The Key Takeaway: Using branded content on social media channels only makes businesses mediocre and mainstream; using cultural flashpoints as a part of their branding strategy makes businesses stand out from the crowd. #corporatebranding #socialemediamarketing

“A decade in, companies are still struggling to come up with a branding model that works in the chaotic world of social media.” The honest to God truth is that these brands: 1) Focus on fame and impressions rather than impact and connections 2) Focus on trends and not on their core strengths and on their needs and desires of their customers Branding on social media is not chaotic or obscure. It’s about aligning your core truth with your customers’ core truth. It’s about connection, relationships and solutions — at scale. And yes, this applies to B2B too. #brand #branding #brandstrategy

Have you hear of 19th & Park Inc.? “Black consumers hold a buying power projected to grow to $1.8 trillion by 2024, and they tend to be more brand-aware than other groups, driving attitudes and influencing purchasing decisions more than generally believed. Creatives and consumers of color then seem to be the key to increasing company profits. When I spoke with Whitney Headen & Tahira White, Cofounders of the creative marketing agency 19th & Park, the two agreed that there is a production efficiency and pipeline problem within the ad/marketing industry. They aim to address this dual issue with their new production house, 1Park9.” Thanks for this article Pauleanna Reid. Keep up the great work 19th & Park Inc.

In the evolving landscape of digital marketing, the emphasis has shifted towards the power of personal branding. Ultimately, this is due to a fundamental human desire for authentic connections over the depersonalised traditional advertising we've become accustomed to. But what exactly is personal branding you may be asking? Personal branding is real, authentic, and truthful content. Whether it's you featuring in the content, your friends, family, employees or customers. It's about stripping back overly produced content so we get a real image of the product. Personal branding emerges as a strategic must, it encourages individual stories, and expertise, and showcases genuine personalities. Modern audiences value transparency more and more. They're ditching influencers and going directly to the source. They prefer the simplicity of content that is relatable and grounded in reality over glossy, heavily edited visuals. So if you decide to make the jump and start promoting your personal brand, make sure there are high-quality production values. Clear sound, natural lighting, and basic smartphone camera functionality are crucial. This approach not only fosters a deeper connection with your audience but also distinguishes your brand in a saturated market. Remember nobody does it like you, because there's only one you! So let's start championing authentic interactions and storytelling over aesthetic perfection. #contentsmith #socialmedia #contentcreation #contentmarketing #socialmediamarketing #socialmediamanagement #digitalmarketing #digitalmarketingagency #melbournemarketing #melbourne #marketinghacks #personalbrand