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Category Archives: business
Anti-black casting
Think before you shoot
We Are Pi Presents Before You Shoot
Isn’t it time to take action against the ad industry’s dirty secret of racist casting calls?
Everyday across the world advertisers, agencies and production companies are complicit in actively voting to delete black people from casting before commercials are shot.
Big or small, every …
Isn’t it time to take action against the ad industry’s dirty secret of racist casting calls?
Everyday across the world advertisers, agencies and production companies are complicit in actively voting to delete black people from casting before commercials are shot.
Big or small, every casting decision is an opportunity to include and diversify black people in the images of society that advertising distributes around the world.
It is time for people at every level of seniority involved in creating advertising to speak up, call-out and stop acts of racist decision making in the creative process.
Alex Bennett-Grant lays out simple steps everyone in the industry can take towards ensuring the advertising we make promotes a more inclusive society.
Flamingo visuals
Les Binet on COVID-19
Must read for marketeers
The COVID-19 recession is not just an economic recession – it’s also a humanitarian, social and political crisis – which means that the normal rules of marketing and business may not apply.
In this article, Les Binet (Head of Effectiveness, adam&eveDDB) explores:
- How businesses should focus on doing what is most helpful and in the public interest, rather than focusing on making money in the short term
- What brands could do to help “The War Effort”, how a brand behaves may have a bigger effect on brand perceptions than advertising
- Whether direct response advertising can also play an important functional role
- Opportunities for some big, emotional, morale-boosting advertising, without looking opportunistic and self-serving
Marketing spend in crisis
Why brand should keep up their marketing spend in times of crisis. Data proven advice.
Marketing impact
Impact on marketing post-Corona, 7 non-obvious. From content babies overload to nostalgia to the explosion of innovation.
7 Non-obvious coronavirus implications for marketing | Schaefer Marketing Solutions: We Help Businesses {grow}
Coronavirus implications for marketing are straight-forward, but there are some non-obvious things to think about. Coronavirus implications for marketing are straight-forward, but there are some non-obvious things to think about.
7-Non-obvious-coronavirus-implications-for-marketing-_-Schaefer-Marketing-Solutions_-We-Help-Businesses-growDownload
Very good read on the impact on society by Yuval Noah Harari.
FB ad and video tips
Moldy Burger: 5 lessons
Nice read! Few quotes:
In my view, a good CMO needs to be doing two things at the same time. First, you need to drive sales. I doubt any CMO will last too long if the brand is tanking in sales. Second, you need to make your brand “future-proof.”
Making the brand “future-proof” requires one to create a vision about how the future will be.
I think one doesn’t need to be a marketing visionary to imagine that five to 10 years from now, people will be eating food that doesn’t contain artificial ingredients.
The main objective of the Moldy Whopper campaign was not to drive short-term sales. From my personal experience, the best way to drive short-term sales in our product category is to do a promotion (and the fast food category is filled with them) and/or to launch a new product.
Moldy Whopper grew consideration to visitation by 22.8%. And that’s truly remarkable.
Why you need the campfire and the fireworks
One common question with Moldy Whopper is: Do you really need to go that far?
Yes.
Yes, we do.
As Bill Bernbach once said, “If no one notices your advertising, everything else is academic”
Product transparency
How to be transparent in your sourcing
Modern marketing
‘The traditional way to create content, for instance, is to roll out periodic, one-size-fits-all campaigns that can be modified only to a limited extent. On the other hand, a modern marketing organization has systems that allow for large volumes of messages and content to be constantly created, monitored by performance analytics, and then adjusted as needed.’
‘We estimate that making this change can unlock 5 to 15 percent of additional growth and trim 10 to 30 percent of marketing costs.’
Source: McKinsey&Company
