Bravery + Business = How brands and agencies are stepping into the future. That’s one of the standout themes from last week’s AdForum Summit. Here’s how it's being put into practice: ✅ Creative Bravery in Action Quality Experience distinguished between “beautiful creative” and “beautiful advertising” that connects to the brand and drives real business outcomes. Uncommon Creative Studio's approach, “Creating Acts not Ads,” captures this idea perfectly. ✅ Bold Doesn’t Need to Be Risky Quality Experience also emphasized that so-called “brave” creative isn't actually risky if it's well-researched and insights-driven: “It’s not big audacious work. It’s work that captures your audience in a way that’s relevant in 2024.” Qulture noted that everyone’s feed is now tailor-made to them, so the only way brands can reach their audiences is by aligning with their interests and affinities. ✅ Creative That Sparks Conversation As [Ai]magination noted, with AI enabling brands to produce 50x more content, the big idea and strong storytelling become crucial for standing out. Ogilvy talked about “earned-first creative” and other firms touched on this same point. It's not just about garnering impressions; it's about driving meaningful conversations that translate into business success. (See: Ogilvy PR's Michael Cera for CeraVe campaign leading up to and capitalizing on the brand's first Super Bowl spot). ✅ Harnessing Tech for Humanity Put aside for a moment everything you’ve heard about how AI is going to take over humanity. Marketers are already using tech for good. Take, for example, Kiki, a virtual human who interprets emergency broadcasts for natural disasters in Japan and makes important news available to Japanese Sign Language speakers. It doesn't stop there...the platform is available for licensing to other organizations. What are your thoughts on balancing creative bravery with business outcomes? How are you navigating this intersection in your work?
Rachel Huff’s Post
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Founder & Managing Partner at Ideas-Led Growth | Expert in Financial Services Communications & Thought Leadership | Strategic Consultant for Innovators in Institutional Finance
Today, I took a big next step in evolving my company brand by launching the website and making it official with a client communication. Syncresis is now Ideas-Led Growth. It's been on my mind for a while. We will continue to work on thought leadership strategy and writing but thought leadership goes deeper than marketing alone. It also galvanizes innovation and engages employees. We're working with more clients to delve deeper into the sources of their best ideas and the strategies for using those ideas to grow their businesses. That's the "ideas-led growth." Of course, because it's my company, there's another level of meaning. The world of content marketing is becoming a bleak and frozen wasteland of sameness and gimmicks, even in thought leadership. The going will only get tougher as algorithms change and tighten and as AI clogs and jams the channels we rely on. The "idea sled" in our new logo suggests how we help clients glide over the snow and ice to get where they are trying to go. Once I purchased the new domain, I was able to see it.
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In today's digital landscape, your brand's voice is more crucial than ever. 🎙️ I've been pondering the idea of the "Authentic Brand Voice" in our tech-driven era. The way we communicate, especially through video narratives, can either echo our brand's true essence or miss the mark entirely. Here's where it gets exciting: AI is our trusty ally in this journey. With its precision and adaptability, AI can assist us in maintaining that authentic voice while catering it to specific target audiences. It's about more than just crafting content; it's about forging unique connections. Your audience wants to know not just what you do but why you do it. When done right, your brand's voice becomes a symphony, resonating authentically with those who matter most. Let's embrace the digital age, armed with the tools to maintain our authenticity, and continue building meaningful connections. Currently working on brand and mission for a startup I'm calling Tongan Tides. Our mission is fostering cultural transformation, we pave the way for a sustainable co-existence among us all. Stay tuned :) #AuthenticityMatters #BrandVoice #AIinMarketing
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Need some help creating a brand voice that is perfect for you and your brand? Swipe through for some top tips. 👉 Already got your brand voice established? Head to our Content Lab, add your website in the "Brand Info" section and use our AI Assistant to generate on-brand captions in your tone of voice quickly. GET STARTED TODAY: flick.social
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#TECHTALES 🚀 The Next Big Thing: GenAI Meets Authentic Branding in Marketing 🚀 As we dive into the transformative world of marketing, a new chapter begins. With 80% of creatives soon to harness the power of GenAI, we're not just stepping into the future; we're shaping it. But amidst this high-tech buzz, a critical question echoes—what about the real, the genuine? 🤖 GenAI's Breakthrough: Picture crafting campaigns that resonate personally with each individual, turning "hyper-targeted content" from a lofty goal into everyday reality. The emergence of GenAI in our field is a game-changer, redefining creativity, connection, and how we engage. 🌿 The Call for Authenticity: In the digital whirlwind, a quieter voice calls for a return to our roots. Amidst the technological marvels, brands that connect through genuine, untouched storytelling will not just stand out—they'll strike a chord. Having navigated the shifts from analog to digital, I've seen trends come and go. Yet, the core of connecting—true, heartfelt storytelling—remains unchanged and more vital than ever. 🔮 Forward March: Our journey ahead is not about choosing between GenAI innovation and acoustic authenticity. It's about how we blend these elements into a narrative that speaks to our shared humanity. The real magic lies not in the tools we use but in the connections we forge. Here's to the innovators, the storytellers, the dreamers,let us journey through this emerging landscape, guided by the dual luminance of technological innovation and authentic human engagement. Let our creations emanate not solely from our intellectual pursuits but from the profound essence of our beings. #GenAI #MarketingTransformation #RealBranding #DigitalStorytelling #AcousticBranding
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Learn more about the topics on the agenda at #CampaignUSConvene! Sustaining hype and building loyalty in an era of fragmented attention: Brands today are faced with the challenge of constantly breaking through a cluttered creative landscape in attention-grabbing ways, while building loyalty and long-term fandom among their audiences. This panel will feature a mix of creators, agency creatives and brand leaders discussing how to break through and create brand loyalty. The ethics of AI: Avoiding bias in technology-driven creative: We all know that algorithms are only as unbiased as the humans who make them. This panel will explore the ethical considerations creatives must take before diving headfirst into using AI in their marketing tools, from avoiding algorithmic bias to navigating a grey area for copyright law to appropriately compensating artists for their work. How I leveraged tech to get to where I am: This panel will feature an array of next-generation CMOs and creative leaders who have a distinct tie-in to emerging technology. They will discuss how they have leveraged technology to stay ahead of the curve in their creative careers. Buy your tickets now to join us for these panels and more at Campaign Convene: Creativity Converged! https://lnkd.in/gEHTPyPZ #conference #technology #creativity #advertising #marketing #CampaignUS
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Do you need a helping hand with your marketing strategy? Our latest article in our brand collaboration series looks at the tools and strategies which can help make your marketing campaigns a success.
How will you make your mark in 2024? For businesses, the new year presents a fresh slate for strategising and setting new commercial goals. Whether it’s holding space in the metaverse or AI generating content that saves teams time and budget, marketing is becoming more agile. This is exciting, but it's worth taking a step back to consider the operational and legal factors which can make or break your campaign. In the latest article in our collaboration series, Partners Alexandra Hammond and Ashley Avery look at the tools and strategies which could help propel your business forward this new year. Find out more: https://loom.ly/zqfASfI
Making 2024 a positive and profitable year: the tools and strategies which can help you achieve your marketing goals
https://www.footanstey.com
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Get ready for a day filled with insightful panels, engaging discussions and hands-on activities that will inspire and empower you to harness the power of creativity and technology in marketing at Campaign Convene: Creativity Converged on February 27! Here’s a glimpse at the agenda: - Fireside Chat with Jon Cook: Dive into the future of creative agencies with Jon Cook, VML's global CEO. Gain insights into the evolving landscape of advertising and marketing, and learn how agencies are staying ahead of the curve. - Building Brand Loyalty: Discover strategies for breaking through the cluttered creative landscape and fostering long-term brand loyalty. Hear from industry experts on engaging modern consumers effectively. - Pitch Competition: Unleash your creativity in our pitch competition! Collaborate with experts from MEL, The&Partnership, and The Coca-Cola Company to craft winning pitches using new technologies and innovative ideas. Check out the full agenda and secure your spot today: https://lnkd.in/gA35Ag_U #CampaignUSConvene #technology #creativity #marketing #brands #AI #pitchcompetition
Campaign US Convene 2024
campaignusconvene.com
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Have you ever wondered why some brands resonate deeply? It's their stories. In our content-saturated world, a riveting story can cut through the noise. It’s beyond selling a product; it’s about human connection. Brands that master storytelling become memorable, tying in their values, mission, and vision. What's your brand's story? How does it resonate with your audience? Let's explore the impact of storytelling on your marketing! Despite our drive to digitize everything, the human element remains crucial. Technology has revolutionized business, offering myriad benefits from automation to AI analytics. Still, it can’t supplant human connection. Successful businesses balance technology and human relationships, remembering a person awaits at every interaction's end. How does your business strike this balance? Let’s discuss strategies to leverage technology while preserving the personal touch. Content may be king, but engagement is queen. Producing valuable content is key, yet engagement sets brands apart. It transforms observers into active participants, building a community around your brand. It's not just about posting content. It's igniting conversations, listening, and responding authentically to foster loyalty.
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Having a successful business relies on how your marketing connects with people. At MYB, our creative strategists are at the heart of everything we do. Because let's face it, if there's no creativity, there's no purpose. And now that AI is taking over - human creativity is more important than ever. It doesn't matter how great your products or services are - if your marketing lacks creativity, people will scroll right past. Unlike many of the bigger agencies out there, we prioritise human creativity over AI. We invest significant time and effort into crafting unique and engaging strategies that captivate audiences. This is why our clients have switched to us from other agencies. If you're shopping around for an agency, make sure that you choose one that understands that human creative strategy is the key to unlocking your brand's potential to create something that is memorable and connects & speaks to your customer. #marketing #marketingdigital #marketingtips
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A glimpse into the crystal ball reveals the exciting future of growth marketing! 🔥 As we cruise through the ever-changing terrain of digital marketing, it's like embarking on a thrilling adventure. So, grab your binoculars and let's explore the exciting trends that are set to redefine our field: Automated powered solutions - A world where your marketing tasks practically run themselves, thanks to the magic of AI. From predicting your next move to churning out content like a creative genius, AI-powered tools are about to become your new best friend in the quest for efficiency and growth. Voice-activated marketing- Say hello to the future of search! With smart speakers and virtual assistants becoming household staples, optimizing your content for voice search is like waving a magic wand to capture the attention of your audience in a whole new way. Augmented reality- The realm of the extraordinary, where reality and imagination collide! Imagine letting your customers try before they buy, or whisking them away on an immersive journey through your brand's story. With AR, the possibilities are as limitless as your imagination! Community building - Let's talk real connections. In a world craving authenticity, building genuine relationships with your audience is the name of the game. It's about nurturing a feeling of belonging, discovering your community, and crafting extraordinary experiences together. Who says marketing can't change the world? As consumers become more socially and environmentally conscious, brands with a purpose beyond profits are stealing the spotlight. It's time to make a difference, one campaign at a time! 😇 #marketing #future #growth
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Brand-agency relationship builder. Communications strategist.
2moHere’s the Kiki case study courtesy of Media.Monks: https://media.monks.com/case-studies/kiki