SKU’s Post

All awards are not created equally. At Cannes, I look out for the Creative Effectiveness Grand Prix. It has been awarded to Kraft Heinz and their awesome creative agency Rethink in Toronto. Going through the award entry you just see a constant stream of excellent work that consistently builds on the message ‘It has to be Heinz’, reinforcing their category leadership position and driving business performance. This is what marketing should be about. Achieving a commercial business goal by driving changes in consumer behaviour by brilliantly executing strong plans with superb creative. It’s not rocket science. But sadly, too many businesses get distracted from the basics and the focus that make it possible. Businesses like Heinz have called out the critical role that marketing capability has played in getting them into the position to win awards like this. LockSmith can transform your marketing team into highly effective drivers of long-term profitable growth for your business. So, drop me a line if that sounds like what you need. And stay tuned for more updates and insights from Cannes. We’ll make it easy for you to Ketchup on the key take outs (couldn’t resist). #canneslions2024 #marketingeffectiveness

It's the final day at Cannes Lions International Festival of Creativity and we're taking our hats off to Kraft Heinz. Over hundreds of years, they've put the work in to build the memory structures and make their brand synonymous with ketchup in the eye of the consumers. As brands, we can't simply decide to own a space. We need to earn that right. It is the consumer who decides. Hit FOLLOW for more inspirational case studies from Cannes and practical advice to help you put that learning into practice. #inspirationisnotenough #casestudies #marketingtraining #marketingeffectiveness #marketingcapability

I am thrilled to announce that I’ve been selected to join the judging panel for The Drum Awards experiential category this year. With the entry deadline fast approaching, there’s still time to put in any last-minute submissions. As someone who works closely with our marketing team on our awards submissions, I thought it would be helpful to share my top tips for creating a compelling entry: 1.     Capture Attention Early: You only get one chance to make a first impression. Those with a clear, punchy story that grabs attention will stand out. Alongside this, an engaging executive summary is crucial— treat this as the movie trailer which sets the scene for the rest of the entry. 2.    Less is More: Avoid unnecessary details. It is more impressive to have a cohesive and considered entry, rather than dragging it out to fill a maximum word count. 3.   Results are key: Illustrate the genuine business need you addressed, the campaign objectives, the insight that inspired your big idea and then give us genuine numbers showing why it worked. It’s super important the outcomes link to the objectives. 4.   Use Content Effectively: Many judges often watch the video before reading the entry so make sure these are compelling enough to make us want to read on. This can significantly enhance your entry, making the concept more tangible for the judges. Best of luck to all entrants. I’m very much looking forward to reading through this year's submissions. #thedrumawards #industryawards #leadership

Inspiring words from FRANCISCO CRESPO - sharing the power of applying science at scale to build the ultimate competitive advantage at #GrowthLeadersSummit in Chicago!

Off to another really interesting day at the Category Management Association conference in Dallas, TX with Stefan Lewis from XGS.ai presenting his Career Path Analysis. Do you want to become a director in CPG or Retail? If so, how many roles does one have in their career before getting to the Director level? Seven roles seems to be the sweet spot - more than that and the chances of becoming a Director lessens with each additional role. Cross training helps build strong CPG careers!!

Ever had those days where you question your place in the CPG industry? It's a well-beaten trail that many of us have walked before. Yet, I'm here to shift that narrative. I want to enlighten you on the transformative journey of going from doubter to trailblazer. It begins with acknowledging self-doubt, a common visitor for most of us. Don't let that doubt define you. Remember, you are not alone in this. Setbacks, stumbles, and stutters do not make you any less competent. Your skills are not diminished by your doubts. Refuel your resolve and light up your confidence. Embrace every fall as a lesson learned and every success as a mile marker on your path. This industry is an exhilarating journey that deserves your bold strides, not your tentative tiptoes. Just because the path isn't straight doesn't mean you've lost your way. Hang tight, my dear friend. I am here to help you create the CPG Life you desire! Don't hesitate to reach out - let's grow stronger together! #cpgindustry #cpg #cpgmentor

It starts from the top.

Many years ago, I found myself in a room full of men twice my age where I was presenting ideas and solutions that if effective would have brought success to a company that I fundamentally didn’t agree with. I was a young woman trying to make my way in the world, champing at the bit to contribute and make a noticeable impact, when it hit me - my values did not align with the company values, I did not believe in the vision, and because of that, I was never going to succeed (or feel fulfilled) no matter how hard I worked. That's when I made a pact with myself to find a company that aligned with my values and where I could commit to the vision. And I found Argus. Now, as CEO, I look for that alignment. It’s the secret sauce for bringing people together who are excited and fulfilled and are also fully committed to magnifying Argus’ impact. Here’s what alignment looks like to me: 🤝 When we’re in alignment, we can disagree intensely, but our debate is fruitful. The conversation provides clarity, not resentment. The tension sparks ideas, not fires. 💸 When we’re in alignment, everyone understands when we pass on an opportunity that financially seems great but would betray our company values. 💡 When we’re in alignment, people bring me ideas that aren’t on my radar, are not part of my plan (often even mess up my plans!), but so clearly support or even catapult us toward the vision that I have to say, “let’s do it.” So evaluate who you are and what you want: to innovate, save the climate, or just save enough money to travel more. It’s completely up to you. Then find a place where your values align with the company’s values and vision. You don’t have to agree with every decision all the time (in fact, I’d advise you don’t), but from my experience you’ll find much more fulfillment in your own growth and successes when your work and your values align. #alignmentmatters #findyourplace #workthatmatters

Awards... some love them some loathe them. I love them. Not because of the PR side of it. That's whatever. But for the confidence boost, team morale boost, and feeling of pride. And that smile. Can't beat it. 🥰 when they see ➡️they've been nominated. ➡️they've become FINALIST. ➡️they WIN... fingers 🤞🏼 I have done so many award nominations in the past 3 months. 26 nominations. Across 5 awards bodies. Across several clients. I don't ask my clients before I nominate. Why? They're all too humble and would feel not ready, not deserving. But they are smashing it and I want them to see it, believe it and know it ❤️ So I believe.... It is better to act decisively and apologize for it later than to seek approval to act and risk delay, objections, etc. #awards #business #businessgrowth #businesscoaching

Take the time to do something good for yourself and an industry peer. Nominate a colleague for the Excellence Awards through ASTRA Yes, you feel good writing a recommendation for someone who you think is awesome AND someone else gets to be told that they are Excellent! See how that’s a double win?!?! Nominations are due today! Nomination Categories: Manufacturer of the Year Retailer of the Year Sales Rep of the Year Young Professional/Rising Star of the Year How To Nominate: Send your nominations to Sue Warfield at swarfield@astratoy.org Include the following: Full Name of Business(or individual and the company they are with, if for the Young Professions\Rising Star Award). What award you are nominating them for? Specific reasons, examples of how they meet the criteria, and why they should be considered for the award. Examples and specifics make a difference in determining the winner. https://lnkd.in/eZAiJAGA