Roger Sho Gehrmann’s Post

This is so bloody good 🔥 This VisitOSLO ad leverages sophisticated humor, an unconventional narrative, and cultural references to deliver an entertaining message, making it stand out in the crowded global tourism sector. Brilliantly, it draws inspiration from Danish-Norwegian filmmaker Joachim Trier, whose celebrated Oslo Trilogy (including the Oscar-nominated The Worst Person in the World) features an Oslo very similar to the one in the ad. Trier's protagonists ponder themes such as human connection, love, memory, and identity in a similarly subtle way What do you think of it? It's The Drum's Ad of the Day. Link in comments. #marketing #advertising #adoftheday

After looking at 200+ entries in the Music category of the Cannes Lions International Festival of Creativity, here are some observations. 1. It is possible to have a well-meaning campaign with noble goals and yet completely miss the mark because the people represented in the campaign were most likely also not represented in the creative/executive team. (Google “Pasadena Pool Float Sanitary Pad”) In some cases this could come across as entirely insensitive or condescending to the group in question. 2. This is not new of course, but just like with NFTs and similar crazes, there is a grave lack of understanding among executives re: AI - what it is, what it isn’t, when it’s needed for the task, and when it’s absolutely not. The issue with this is that potentially disastrous decisions can then be made by people without even a conceptual understanding of the technology. Just because something seems intelligent does not mean it’s AI - it could just be beautifully designed software. 3. Humor is difficult - comedians are among the smartest people in the world. Underestimate it at your own peril, for it is an entire discipline unto itself. Throwing a few copywriters at something and telling them to be funny while having the results picked at through multiple cycles of revisions by executives will result in absolute garbage. And few things are as painful as a joke that isn’t even funny by virtue of how unfunny it is. 4. If you’re going to submit something - please do not skimp on music production. A good mix need not cost an arm and a leg. In fact, it’s probably a fraction of fraction of your total campaign budget. But musicians and music execs will be looking at your work, and they’ll hear the cut corners. 5. A convincing mission and meaningful message goes a long way (at least for me) in making something award-worthy. A multi-million dollar campaign with no emotional or spiritual substance doesn’t move folks to vote. To me, the ones that are world class are dangerous, risky, with difficult subject matter, and there have certainly been a few. 6. The impact of a campaign is more than how many billion impressions it gets. I saw one project that powerfully transformed a single man’s life. That to me is far more impactful than invading the eyes and ears of a billion people. I’m sure not every person on the jury with me agrees with all of my points, but these are just my personal observations - we’ll just have to duke it out with our votes over the next 2 days. #music #creativity #musicindustry #advertising #marketing #CannesLions2024

🎉 Thrilled to Announce! 🎉 We are proud to share that our latest campaign for PepsiCo Gatorade has been honoured at the Abbys One Show with: 4 Golds 🥇 5 Silvers 🥈 2 Bronzes 🥉 As a Mumbaikar, this campaign strikes a chord with me. Growing up amidst Mumbai's urban jungle, finding space to play was always a challenge. Seeing Gatorade's Turf Finder initiative turn our city's streets into temporary playgrounds is exactly what this city needed. It's not just about sports; it's about reclaiming our right to play in a city where every inch matters. We've got Turf Finder up and running in 4 sports across 4 big Indian cities. Plus, we've scoped out over 150 new spots with the help of Google Maps' data for the next phase of our journey. Who would have thought that simple traffic data could visualise such a strong opportunity for sport. Cheers to the team! Team Leo Burnett India: Rajdeepak das, Amitesh, Sakshi, Ayshwarya, Rohan, Prasindha, Megha, Silvi, Samir, Jaikrit, Rishav, Ashwin, Sakshi, Taher, Durgesh, Mallika, Satyajeet, Ajinkya, Namrata Team PepsiCo: Tarun Bhagat, Ankit Agarwal, Sanya Sehgal, Shivalika, Amit Kumar, Snigdha, Luv S Kapil

These are probably the most important parts of Marketing that we don't talk about enough. 1) Marketing budgets How are they set, when are they set, on what basis are they changed. I've seen about 10 different ways to set them, nobody seems to have an especially robust methodology behind them. 2) KPI’s What should you really measure, what actually matters? - All to often one sees 10+ KPI’s, when there should be 2-4. - All too often KPI’s become ways to enforce a strategy, not simply be the target.  - All too often KPI’s are poor proxies for things that can’t be measured. - All to often KPI’s are rooted in whats easiest to measure, fastest to change, and least objectionable, not what has any meaning. KPI”s should never be there to tell people what to do, they should be performance markers on whats working 3) Data strategy The highest purpose of Data is to make better decisions, how can you ensure your company has the data it needs to drive decisions and inform, rather than simply be swamped by data you can act on. There should be a vision for Data strategy, covering data governance, quality, integration, analytics, security, and a data-literate culture and ALL aligned with business goals. I'm always amazed at how little the most important but perhaps most boring parts of Marketing are discussed

Text to Sound Effects is here. Our newest AI Audio model generates sound effects, short instrumental tracks, soundscapes, and a wide variety of character voices, all from a text prompt. Available now for all users. Everyone from content creators, video game developers, to film and television studios, uses sound effects to create rich and immersive content. Now, in addition to AI voiceovers, you can generate all of the sounds you need with just a prompt. Everything you hear in this video was generated by ElevenLabs sound and voice models. We shared some additional clips that help show off the range of this new model. Thank you to our partners Shutterstock who provided licensed tracks from their expansive and diverse audio library to help create our model. Head to ElevenLabs -> Sound Effects to try it today: https://lnkd.in/dvZAXxwS

✅ True: Sonic Brand Cues are more powerful than all other brand cues. ✅ Also True: Sonic Brand Cues remain massively underutilized. Sonic Brand Cues become Sonic Branding when strategically designed as part of a larger Sonic Identity System to achieve a specific goal. But it doesn’t have to be intimidating or overly complex. At its core, Sonic Branding is simply about defining how your brand will be heard and being intentional about the sounds, music, and voice that represent you. So that whoever listens can recognize your brand–even with their eyes closed. Many brands already have the building blocks of a sonic identity. It could be a UX sound, a jingle, or simply a founder’s distinctive voice that listeners associate with the brand. The key is to start by assessing how you currently sound and then thoughtfully building out a more comprehensive Sonic Identity System from there. Because sonic branding is a major multiplier: 👉 96% of consumers are more likely to remember a brand paired with music that fits its identity (North & Hargreaves, Leicester University) 👉 Sonic cues deliver an 86% correlation between the subconscious emotional appeal of sound and our conscious desire to interact with a brand (Sentient Decision Science) 👉 When only 16% of advertising is remembered and correctly attributed, and sonic cues deliver 7x better recall than all other brand cues, the table is set to ensure everyone can see your brand—even when their eyes are closed. (Ehrenberg-Bass Institute/Ipsos) While developing a robust Sonic Identity System takes effort, brands willing to invest in it can reap huge rewards. My advice is to start with baby steps - define a clear brand voice, consider how music could emotionally express your identity, and ensure you leverage distinctive brand sounds at key touchpoints. Stay consistent over time, and those sonic associations will become powerful assets that only increase in value. #OxfordRoad #AudioAdvertising #Marketing #Growth #Performance #ROI #BrandIdentity #SonicBranding #Advertising #Brand #Audio #Podcast (p.s. thank you Jordan Brady / Ben Brady for the interview!)