McCann’s Post

Embracing Authenticity: The New Wave in Brand Messaging Marketing is changing, and it's all about authenticity now. Brands are leaving behind the picture-perfect façade and embracing real-life messages. 💬 Authenticity Over Perfection: Today's brands are showing their human side, flaws and all. They're connecting with us by being genuine and relatable. 🤝 Building Trust: Authenticity breeds trust. When brands openly share their values, challenges, and causes they care about, it forges strong connections. 🌐 Social Impact: Brands are not just about profits anymore; they're about making a difference. They're using their platforms to drive positive change. 🚀 The Future: This shift is here to stay. It's not just a trend; it's a new way of doing business, one that's transparent and community-focused. 💡 2 good examples that are now trending: - Life is not an IKEA catalogue (link below) - Zara's Mirror Selfies: https://lnkd.in/dE3ksVcg #Authenticity #BrandMessaging #MarketingTrends #Trust #SocialImpact

Brand building: IKEA 80 years - best brand building advert of 2023? (in Swedish) IKEA's new campaign, celebrating 80 years as a company, is amazingly spot on from a branding perspective and I just love it! 😍 These days we rarely see brand building prioritised over short lived performance ads, which is making this one stand out even more- refreshing and simply brilliantly executed. They actually makes us FEEL something, which is the essence of branding and what makes us connect with a brand (also, people mainly buy things from brands they feel connected to 😉 ) In only 45 seconds IKEA manages to portray humility, togetherness, sympathy, acceptance and how being different is a good thing, while focusing the ad on showing one of their many failures. But as the founder, Ingvar Kamprad humbly and reflective says, almost as a metaphor for life, in the advert, "I have done so many fiascoes... but the number of fiascoes are less though, than the wise and reasonable ideas that have led to success". This is how you do branding. And strangely enough also how you stand out these days 😁 Share your thoughts on this campaign! Ewa Santos Ramos Katarina Korfitsen Carolina Björk Karadja Lina Pasi Saidé Daniella Mello-Sjöberg Tommy Bryngelsson vad tycker ni om kampanjen? #branding #brandbuilding #ikea #advertising #marketing #campaign #ikea80

What does IKEA Norway have to say about people not liking their gross (but realistic) ad? “Sure, it’s a bit rough to see our products on TV covered in vomit and dog pee. But life isn’t always neat and tidy, so we think it’s great that the campaign can reflect just that.” A brand like Ikea has the ability to make a bold, creative move like this because of their international popularity, but do you think it'll be a successful one? #Ikea #Marketing #Campaigns #Advertising #AdCampaigns The Drum Amy Houston

The brand that gets remembered is the brand that gets bought.* Most people aren’t thinking about your brand most of the time (shocking, I know). It’s our job, therefore, as marketers to provide constant and consistent brand reminders so that, when someone is ready to buy something we offer, our brand comes to mind. e.g. when someone needs a marketing agency that works in sport, we want them to think of Redtorch. IKEA have done this with their OOH ‘advert’ that has taken over a building site above the Nike store in central London. Nearly 500,000 people a day visit Oxford Street. That’s a lot of people who will see IKEA’s distinctive assets in a completely different environment (a building site). This captures attention and builds memories, which is key to growth: Mindshare leads to marketshare** *Peter Weinberg, Jon Lombardo ** as above

Thrilled by core creative idea of the campaign but the most with the first one ad in this series – not because it’s a Cannes Award winner, but a mirror reflecting my night routine as a mom to a 2.5-year-old. What I admire most as a marketer? The brand’s bold humility to position itself as the “second best”, brand definitely understands what role can or even can not a brand play in a “parents” life, builds a very strong emotional bridge with “second best” and then takes you through to the product directly. Let's confess, didn’t we shorten the emotional entry of the ads we produced since our budgets were shrunk and there was no branding in the beginning. So independent of the length of the film and even without a voiceover, brand can come to life and pass you the emotion at the same time.   In the marketing arena, we’re often tasked with guarding a brand’s position. But sometimes, this role unintentionally becomes a barrier. The refreshing vibe in this ad is the epitome of the new era in marketing, where sincerity alone breaks through the noise in our fast-paced landscape.   The North European “simplistic” style in this ad enhances its emotional message. I’m confident the brand recall for this ad is top-tier, given the pitch-perfect tonality. In short, I’m hooked on this marketing gem. #MarketingMagic #BrandHumility #SincerityWins #Ikea #Branding #Bonding #marketingtoparents https://lnkd.in/gns_Pr3W

A visionary returns, revolutionizing advertising with a multicultural flair and profound societal impact. Over four years ago, Amir Kassaei concluded a stellar advertising career with the declaration: "I did it my way". Now, his official return is encapsulated in a simple statement: "I'm back", as announced by Hedinger Communications. Some creatives are simply irreplaceable, and the world craves their influence. The visionary brings fresh air to the industry by seamlessly integrating multicultural and multidimensional ingredients. He focuses on societal impact and relevance instead of insubstantial advertising. For most advertisers, reach is crucial, but he emphasizes relevance even more: "Attention and reach are worthless without relevance". For brands seeking to engage a dynamic, culturally diverse global audience and create enduring societal value, collaborating with Amir Kassaei is essential. His return promises innovative concepts and solutions poised to captivate on an international scale. Assuming the role of Global Chief Brand Officer for Volkswagen at Omnicom, Amir Kassaei is entrusted with pioneering the most innovative solutions for the world's leading automotive brand. Welcome back Amir Kassaei Photo made by Inge Prada #amirkassaei #thinkupinternational #volkswagen #thegreatest #branding #backtovolkswagen #imback #thinkupeditions #omnicom

A decent portion of a strategist’s existence is consumed by searching for truths — human, category, and brand truths. But that’s not enough. Truths will only take an advert to ‘good’. To get to GREAT advertising you then need to present it in an interesting and breakthrough way. The IKEA campaign below (which won a GOLD in Cannes this year), is a masterful encapsulation of doing that. https://lnkd.in/eM5WvS5g #advertising

Occasionally, unfiltered candor is the surefire route to engage an audience. Cut the B.S. and get to the truth, and people will respect it. Ikea raised the stakes with their latest campaign, 'Life is not an Ikea Catalog,' featuring their furniture subjected to spills and mishaps. The message? Their furniture is built to withstand real life. Campaigns grounded in truth tend to resonate most with consumers who value long-lasting products. #BrandCampaign #Ikea #AudienceEngagement #ConsumerExperience

How to be BOTH reactive AND on equity.

THIS IS THE KIND OF MARKETING I LIVE FOR 🤣 😍 These types of marketing ideas are golden! And IKEA doesn't necessarily have to have this product on store shelves. But capitalizing on the online noise around the MET and, especially, Doja Cat's towel attire is such a great way to further your reach. Being a part of a company that embraces wild ideas is a dream! What can you come up with? 😉 #wildmarketingideas #creativeads #aiads #marketing