Vinny Rinaldi’s Post

In today's advertising landscape 🏝, finding the delicate balance between capturing attention and avoiding offense is paramount. As marketers, our goal is to create campaigns that not only attract customers but also leave a positive impact. However, the success 📈 of an advertisement hinges greatly on how it resonates with our audience . Successful ads have the power to captivate, inspire, and drive consumer action. Take the "Share a Coke" campaign by Coca-Cola 🥤 , by personalizing their products with popular names and phrases, Coca-Cola not only boosted sales but also fostered a sense of community among consumers. This campaign tapped into the human desire for personal connection, earning widespread acclaim. Conversely, poorly executed ads can damage brand reputation and alienate consumers. Consider the Pepsi commercial featuring Kendall Jenner, which faced backlash for being tone-deaf and insensitive. Pepsi's failure 📉 to understand and respect its audience's values led to severe criticism and the retraction of the advertisement. Effective advertising requires a deep understanding of human behavior and societal norms. By prioritizing authenticity, inclusivity, and cultural sensitivity, we can create campaigns that resonate positively with consumers. As marketers, it is our responsibility to approach advertising with empathy and respect. Let us craft campaigns that uplift and inspire, fostering meaningful connections with our audience. Together, we can drive positive change and shape a future where advertising is about more than just selling products. #digitalamarketing #followformore #advertisement #empathy #connect #dmsquare

In The Triple Opportunity of Attention, Orlando Wood Karen Nelson-Field PhD and Rob Brittain eloquently argue that three things are needed for ads to smash it: 1. High attention platforms: invest in high attention channels to give your ad the best chance of being seen. 2. Creative effectiveness: create memorable ads which create lots of positive emotions and lodge themselves in people's minds. 3. Invest! If you've made a great ad then sink as much media capital into is as you can afford. Brands often go wrong on these three things - sometimes spectacularly! But one super simple piece of advice from Mark Ritson on Uncensored CMO can massively help when it comes to maximising the amount of media capital you can afford and achieving excess share of voice. We know ad wear-out is a myth (see Mr Ritson's report below in comments). So a super simple but effective recommendation is to make the very best campaign you can think of once, then keep using it over and over and over (and over). You might get bored of the ad yourself after a while, but consumers won't! Then instead of using all that time and money to make a new campaign next year, simply use the money you would have spent on more media capital! So, don't re-invent the wheel every year. Bring a great idea to life once and make sure people see it! Cadbury's current campaign could 'last 50 years' according to Mark. Could yours? Andrew Tindall George Webster Mike Troy Estefania Larden Jess M. Jon Evans Freddie Laughton Doug Keep

Nice to see B2C companies living the strategy of promoting for reach, not just activation, inspite of investor pressure. Hopefully, we will start to see B2B companies balancing their short-term marketing strategies with more long-term investment. #B2Bmarketing #Howbrandsgrow #longandshort

Now that we're a few days out from the #SuperBowl, we have a question: Which of those big budget ads have stayed with you?   With an eye to entertainment value, brand recall, and social relevance, here are FOVNDRY's picks.     https://lnkd.in/evpJn4bt   Thanks to The Hershey Company, BMW of North America, LLC, State Farm, L'Oréal, Unilever, Google and more companies (and their advertising agencies) for inspiring us.    #advertising #branding #brandcommunications 

IPG Mediabrands President: How retail media will evolve and continue growth in 2024 (OpenMic): Glen Conybeare global president, IPG Mediabrands Commerce. Market forces will drive standardization. An almost universal concern about RMNs is the lack of standardization. In their rush to stand up networks, each retailer had different priorities and took a different approach to areas like activation and reporting. The result? Brands and agencies are left struggling to […] #DOOH #digitalbillboards #digitalsignage

Embracing January deals, McDonald's has unveiled its latest campaign, featuring the Double Cheeseburger Saver Meal Deal showcased on a 48-sheet billboard. Ingeniously, the image extends beyond the poster site's boundaries, creatively spilling over onto the wall behind, demonstrating McDonald's commitment to maximising the value of its media placement. This initiative marks the beginning of a series of cost-effective media tactics employed by the brand, aligning with the overarching theme of their long-standing 'Like Getting Your Money’s Worth?' platform, which has captivated audiences for eight years. The innovative use of space on the billboard shows the importance of creativity in capturing audience attention and making the most of advertising. McDonald's sustained commitment to the 'Like Getting Your Money’s Worth?' platform highlights the effectiveness of building and maintaining a consistent brand message over an extended period, fostering brand loyalty and recognition. What do you think of this ‘cost saving’ advert? #McDonalds #marketing #marketingstrategy #marketingandadvertising #awesomesauce

IPG Mediabrands President: How retail media will evolve and continue growth in 2024 (OpenMic): Glen Conybeare global president, IPG Mediabrands Commerce. Market forces will drive standardization. An almost universal concern about RMNs is the lack of standardization. In their rush to stand up networks, each retailer had different priorities and took a different approach to areas like activation and reporting. The result? Brands and agencies are left struggling to […] #DOOH #digitalbillboards #digitalsignage

Who remembers when Coca-Cola announced it sold 4x more than Pepsi in 2001? Pepsi's response was legendary...🤣🏆 Looking back, it's amazing to see how these brands used their rivalry to create content that has stuck with us 23 years later. What are your favorite advertising moments?🤔 Let us know in the comments! #marketing #advertising #storytelling #brandstrategy #throwback #cocacola #pepsi #pr #digitalpr

🤔 Stick or twist? If you have a highly effective ad, proven to deliver in-market results & it ✔ still reflects your strategy and brand essence ✔ still aligns with the job to be done / advertising objectives ✔ still connects with the cultural pulse and the zeitgeist ✔ is still authentic to how your brand is showing up everywhere else... Then you probably don't need a new ad. 👀 💜 Look at the snapshot below summarising people's response to Cadbury's Secret Santa ad and its predicted effectiveness last year, the first year it was aired, and this Christmas. The data points are almost on top of each other! This is a beautiful illustration, reinforcing findings from Insights by Kantar, that whilst there can be many reasons when a new ad or iteration of the campaign is needed, ad wear out happens much less often than the industry imagines. Evidence so far suggests that this is less true for digital ads, and that there can be a greater need, especially in some contexts, for fresh content. 💡 When you have a highly effective ad like this one from Cadbury - one that is very efficient at being noticed and remembered in association with the brand - effective media planning becomes even more critical, focusing on reach. 👇 Link to the full Insights by Kantar post in the comments below. Dom Boyd Rachel Evans Amy Cashman Richard McLeod Simon Atherley Lindsay Gorton-Lee Laura Keeley Caroline Olesen Sonia Landrieu Mary Lumley Mary Kyriakidi Jane Ostler Duncan Southgate Leonie Gates-Sumner Emma Jayne Paxton Matthew Miller Ollie Gilmore VCCP Mondelēz International

Cultural sensitivity in advertising is crucial in today’s diverse and globalized market. Brands like Pepsi, Dove, and Nivea have faced backlash for ads perceived as culturally insensitive, underscoring the importance of understanding cultural nuances and involving diverse teams in the approval process. Here are key lessons from notable advertising blunders: https://lnkd.in/gW8A2GMb  #CulturalSensitivity #Advertising #Diversity #GlobalMarketing #UKBusiness #Branding #MarketingTips #PR