Welcome to the Sleeping Barber Podcast, where business leaders get the best and most credible information on marketing, strategy and innovation.

In our latest podcast episode, we sit down with Andrew Tindall, Senior Vice President of Global Partnerships at System1, to explore the crucial role of creativity in advertising.

Andrew shares his journey from starring on "The Young Apprentice" to leading global partnerships at System1. Learn why creativity ranks second in driving ad profitability, the pitfalls of AI-generated content, and the elements that make ads truly effective. We also discuss why dull ads pose the biggest risk to your business and so much more.

Don't miss this opportunity to learn from one of the brightest minds in marketing.

Enjoy the show!

Our Guest:

Andrew Tindall

SVP Global Partnerships @ System1

https://www.linkedin.com/in/andrew-tindall/

https://system1group.com/

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature:

Holistic Effectiveness Framework https://www.linkedin.com/posts/andrew-tindall_advertising-marketing-activity-7202563554573438976-Oh8T

Creatively Awarded Ads are Average https://www.thedrum.com/opinion/2024/05/21/creatively-awarded-ads-once-effective-are-now-officially-average

Creative is undervalued https://www.linkedin.com/posts/marcbinkley_we-marketers-underestimate-the-value-of-activity-7188522028625231872-0GXU

The best & Wurst of pre-testing https://www.thedrum.com/opinion/2024/04/25/the-best-and-wurst-pre-testing-why-marketers-need-visit-my-sausage-factory

Majority of B2B ads are ineffective https://www.marketingweek.com/majority-b2b-creative-ineffective/

Kantar - Paul Dyson https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think

Definitions for Paul’s Work https://www.thinkbox.tv/research/thinkbox-research/the-drivers-of-profitability#the-drivers-of-profitability

TimeStamps

0:00 - Podcast Intro and Introduction to Andrew Tindall

3:22 - Andrew’s career from TV to Medicine to Alcohol to Ads

7:10 - The importance of good product design - Burger King

8:30 - Creativity is the biggest driver of ad profitability  

11:57 - The problem with AI-generated creative & platform metrics 

13:38 - Why do we undervalue the inputs and overvalue the outputs

16:53 - Making time to think 

20:15 - Awards for creativity vs. creative effectiveness

24:34 - Refusing to learn performance marketing

26:09 - Why we’ve not seen massive effects in creative effectiveness

27:45 - Measuring effectiveness with System1

31:08 - eSOV + Emotion drives profitability

35:16 - Nearly 75% of B2B ads are not effective in the long term

36:45 - B2B customers are not different than B2C

38:50 - Creative effectiveness is against a benchmark

39:59 - Strategy is critical for effective advertising

41:58 - 3 elements of effective ads: Unique, Engaging, Craft  

46:30 - Dull ads are the biggest risk to your marketing investments

48:43 - Outdated ideas on pre-testing ads

50:04 - Shit that arrives at the speed of light is still shit

52:08 - Post-pod with V & Marc  

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

We hope you enjoy the show!

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/

In the News:

Nvidia's 10-for-1 Stock Split Is Over. Here's What's Next for the Stock.

Link: https://www.fool.com/investing/2024/06/16/nvidias-10-for-1-stock-split-is-over-heres-whats-n/

Meta announces new enhancements to Reels and AI-powered solutions at Cannes

Link: https://www.socialsamosa.com/2023/06/meta-reels-ai-solutions-at-cannes/

How to Kill Creativity 

Link: https://hbr.org/1998/09/how-to-kill-creativity 

TikTok ads will now include AI avatars of creators and stock actors

Link: https://techcrunch.com/2024/06/17/tiktok-ads-and-branded-content-will-now-include-ai-avatars-of-creators-and-stock-actors/ 

Marketing Moment: Highlighting Case studies (3-4 minutes):

Bubly / Buble Launch - ARF Advertising Research Foundation 

Link: https://thearf-org-unified-admin.s3.amazonaws.com/ARF%20Ogilvy%20Award%20Case%20Studies/2020%20ARF%20David%20Ogilvy%20Award%20CS/Buble%CC%81-vs.-bubly.pdf

Challenge - Gain market share in a fast-growing category

Background 

Insight 

Creative

Launch

Results

Ad of the Week

Paddy Power - Danny Dyer and Peter Crouch star in Paddy Power's new Euros advert

Link: https://youtu.be/BdavDrqE2jg?si=vyfH-5jhmfesqcM4 

Danny Dyer (English actor and presenter) brings his Cockney charm to Paddy Power’s ad, capturing the nation’s excitement for the tournament with a humorous twist. The commercial playfully pokes fun at British quirks, featuring diverse characters who deliver sarcastic ‘compliments’ to the English. From Italians mockingly admiring our fashion to Germans grumbling about World Cup chants, and Dyer himself, portraying the quintessential English dad abroad, the ad is a witty celebration of our national character.

In our latest podcast, we sit with marketing veteran Esther Benzie to explore the evolving marketing landscape. From her experiences at CIBC and P&G to her insights on the balance between brand and performance marketing, Esther shares invaluable knowledge that every marketer should hear. Discover the impact of digital channels, marketing specialists' rise, and marketing sustainability's future.

Don't miss this opportunity to learn from one of the industry's best. Enjoy the episode.

Our Guest:

Esther Benzie - https://linkedin.com/in/estherbenzie/

Senior Marketing Executive

Formerly the:

:: VP of Brand and Advertising @ CIBC and

:: VP Brand Operations @ P&G

:: Board Member of the AssociationAssociatiom of Canadian Advertisers

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Timestamps

0:00 - Opening

0:44 - Intro to Esther

4:38 - Learning marketing foundations through CPG

7:30 - How digital changed marketing departments

10:30 - The negative impact of digital on creative

12:19 - Non-Viewable Impressions

15:20 - Talent Development - Specialists vs Generalists

22:45 - The shift from brand to performance and back

30:14 - What got lost in “Performance Marketing”

32:40 - How digital advertising change content supply chains

36:28 - An awakening with performance marketing

40:25 - Strategic objectives may differ from digital performance indicators

43:55 - How digital channels like Pinterest align with brand objectives

47:15 - The evolution of marketing performance metrics

55:06 - How to find out more about Esther

Post-Pod with V and Marc

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

We hope you enjoy the show!

Our Hosts:

Marc Binkley - ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros - ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

In The News

Ad Age: American Airlines Fired Exec After a Marketing Change Aliented Corporate Clients

Link: https://adage.com/article/marketing-news-strategy/american-airlines-fired-chief-commercial-officer-vasu-raja-after-marketing-strategy-change/2562716

Paul Worthington Newsletter - Off Kilter - Oops, AI did it again Looking at some of the failings of AI

Link: https://www.invencion.com/off-kilter

Fast Company - How Amazon created a winning streaming formula: shows based on airport books for dads

Link: https://www.fastcompany.com/91134058/amazon-prime-video-streaming-airport-books-for-dads-james-patterson-cross

P&G’s Chief Brand Officer Mark Pritchard talking about inclusivity

Link: https://wwd.com/beauty-industry-news/beauty-features/marc-pritchard-on-serving-all-and-each-to-drive-market-growth-1236389828/

Marketing Moment - The Power of Positioning // Apple - The Turnaround

Background

Brand Positioning and Strategy

Before getting to the Think Different campaign, they defined the new positioning of Apple, where they identified three core tenets.

These three tenants became core to Apple and were a major part of the brief that went into the brief to TBWA\Chiat\Day, which famously led to the iconic “think different” campaign.

Revival and Growth

Why was this so powerful? It comes back to the three tenants:

Due to its simplicity, it also worked well across media channels (print, TV, OOH etc.)

The Think Different campaign bought Apple time and got them out of trouble.

Due to this newfound mental availability and the constant product innovation (see iPod) by 2003, Apple had an evaluation of $8bn.

However, because they wanted to grow globally as well, they re-brief Chiat/Day for a global iPod campaign was when “silhouettes” was born, which leaned again against the three core branding positioning tenants.

By 2006, Apple had turned a corner. Now worth over $70bn, it returned to its core product, computing. Going after Microsoft who had dominated for decades the space. The campaign, “Get a Mac” was born. Why did this campaign work?

What Lessons can we date from this example?

Links:

Mark Ritson on the power of Apple's brand positioning (youtube.com)

Ad of the Week - Heinz Ketchup

Fighting counterfeiters of people refilling Heinz ketchup bottles with different brands of ketchup

Link: https://www.youtube.com/watch?v=S-TkRINrr4A&t=92s

© 2024 Sleeping Barber

We are back with our second episode of the Mindless Marketers with our friend of the podcast and fellow podcast host of That's What I Call Marketing, Conor Byrne.

We switched things up in the episode, where this time we selected three marketing topics drawing inspiration from Tom Fishburne's Marketoonist, while we introduced a new segment that we hope you enjoy!

Get in touch with the hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Conor Byrne:

https://www.linkedin.com/in/conorbyrne/

Timestamps:

00:00 - Introduction
01:19 - Convince Your C-Suite: The Real Impact of Creativity
07:30 - The Evolution and Challenges of the CMO Role
11:47 - The Creative Brief
11:50 - Data-Driven Marketing: A Double-Edged Sword
17:50 - NEW SEGMENT - This or That!
18:45 - Campaign Pre-testing
26:13 - Does Creative Inform Media, or Media Inform Creative
33:03 - Differentiation vs. Distinctiveness

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

We hope you enjoy the show!

Our Hosts:

Marc Binkley - ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros - ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

In The News

Red Lobster Filing bankruptcy because of shrimp

https://www.cnn.com/2024/05/20/business/what-went-wrong-at-red-lobster/index.html

Netflix is Launching Its Own Adtech

https://www.adexchanger.com/tv/netflix-is-launching-its-own-ad-tech/

Creatively awarded ads have average effectiveness

https://www.thedrum.com/opinion/2024/05/21/creatively-awarded-ads-once-effective-are-now-officially-average

Marketing Week - Tighter budgets and effective choices

https://www.marketingweek.com/tighter-budgets-effective-choices-your-marketing-week/

The Marketing Moment

Effectiveness of Tourism Australia's award-winning 'Dundee' ad - Mark Ritson

Link: https://www.youtube.com/watch?v=ZHgfp83k-10

Background

Barriers include

Campaign Strategy

Campaign

Results

Ad of the Week

Samsung swipes at Apple over controversial ‘Crush!’ ad for iPad Prohttps://www.marketingdive.com/news/samsung-apple-controversy-crush-ad-ipad-pro/716431/Samsung Video: https://youtu.be/v1YuCMHTGd4 Original Apple Video: https://www.youtube.com/watch?v=ntjkwIXWtrc 

Samsung’s Response: Samsung released an ad titled “Creativity Cannot be Crushed” as a rebuttal to Apple’s controversial “Crush!” ad for the iPad Pro.

Ad Details: The Samsung ad features a musician finding a battered guitar in the aftermath of the Apple ad and playing music with the help of a Galaxy Tab S9.

Apple’s Apology: Apple apologized for the “Crush!” ad, which was criticized for being hostile to creativity, and halted its TV run.

Industry Reaction: The quick execution of Samsung’s ad highlights the need for marketers to respond swiftly to social media trends and conversations.

Noteworthy: Following this story’s publication, a spokesperson for BBH USA confirmed Samsung’s “Creativity Cannot be Crushed” ad is running on social channels and does not have paid media support.

Ever wondered about the companies leading global markets from behind the scenes? Our latest podcast episode features Dr. Hermann Simon, who unveils the mystery behind his book 'Hidden Champions.'

These mid-sized, niche companies are more influential than you think. Tune in to learn the strategies that make them successful and how they contribute to the global economy in ways you never imagined.

We hope you enjoy the show!

Our Guest:

Founder and Chairman of Simon-Kucher & Partners: world's leading pricing advisor with offices in 27 countries

https://www.simon-kucher.com/en

Inducted into the Thinkers50 Hall of fame

Visiting professor at Harvard, Stanford, Tokyo Business School, INSEAD etc

Co-Author of multiple books including Confessions of a pricing Man, Beating Inflation and Hidden Champions

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Timestamps

0:00 - Intro to Hermann Simon

2:40 - Why Germany is so successful in exports?

4:18 - The growth of Hidden Champion research

5:20 - Defining hidden champion companies

7:17 - Apple’s value chain of “deep tech”

9:22 - Niche businesses aren’t always tiny

10:28 - 3 pillars of Hidden Champions strategy

11:25 - Customer proximity is one of their biggest strengths

12:32 - Hidden Champion’s innovation advantage vs. enterprise orgs

16:01 - How niche focus leads to technological advantages

20:49 - Profitability vs. Market Leadership motives of Hidden Champions

21:45 - Pricing strategy of Hidden Champions

22:48 - Niche companies are not without competitors

24:18 - Why Germany produces so many Hidden Champions

29:12 - Competitive advantages - a 22 year overnight success

31:59 - Government’s role in developing supporting eco-systems

34:12 - Talent development & Leadership style of Hidden Champions

37:00 - The role of M&A

39:35 - Innovation processes inside Hidden Champion orgs

42:10 - Take-aways from Hidden Champions

46:55 - Post-pod with V and Marc

Background Research & Literature:

Simon, H. (1992). Lessons from Germany’s midsize giants. Harvard Business Review, 70, 115–123.

Simon, H. (1996). Hidden champions–Lessons from 500 of the world’s best unknown companies, Boston: Harvard Business School Press.

M&A has an 50-90% failure rate https://finance.yahoo.com/news/why-90-mergers-acquisitions-fail-155000525.html

Profit or Growth - You lie in the bed you make https://journals.sagepub.com/doi/abs/10.1177/10422587211059991

https://www.visualcapitalist.com/cp/worlds-exports-by-country-one-chart/

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

We hope you enjoy the show!

Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News

In the News

Meteoric Rise & Fall of Prime:

https://finance.yahoo.com/news/meteoric-rise-stunning-fall-prime-130900275.html

Adweek: Google Delays Cookie Deprication a Third Time

https://www.adweek.com/programmatic/google-delays-cookie-deprecation-for-the-third-time/

Why most launches fail to grow your brand?

https://www.linkedin.com/pulse/why-do-most-launches-fail-grow-your-brand-prof-dr-koen-pauwels-wwsfe/

lobal social media ad spend to approach £200bn in 2024

https://www.marketingweek.com/social-media-spend-200bn/

Marketing Moment: McDonald’s: A 15-Year Brand-Building Triumph

Background

In the early 2000s, McDonald’s faced significant challenges in the UK. Cultural outrage and negative perceptions threatened its very existence. However, the brand’s resilience and innovative approach helped them turn the tide.

The Crisis

Context: McDonald’s was once a beloved part of British life but had lost its luster.

Crisis: A series of events damaged brand perception, putting the business at risk.

Abuse claims - https://www.bbc.com/news/business-66231131

McDonald's runs out of milkshakes in England, Scotland and Wales - https://www.bbc.com/news/business-58315152

The Unique Approach

Emotional Brand-Building: McDonald’s focused on emotional connections rather than just transactions.

Target Audience: Instead of narrow segmentation, they aimed to reach the entire nation.

TV Advertising: TV remained their primary medium, allowing broad reach and emotional storytelling.

Results

Commercial Growth: Despite PR crises, market fragmentation, and Covid-19 disruption, McDonald’s thrived.

£4.7 Billion Net Revenue: Their brand-building efforts contributed significantly.

Case Study Gold: Recognized as the most effective restaurant brand case study by IPA.

References:

Mcdonald’s Marketing Strategy 2024: A Case Study: https://thebigmarketing.com/mcdonalds-marketing-strategy/ 

McDonald’s: Keeping customers Lovin It for 15 year
https://www.thinkbox.tv/case-studies/brand-films/mcdonalds-keeping-customers-lovin-it-for-15-years

Ad of the Week

Trucker Napp VW Meteor

Link: https://youtu.be/5RBayTVBUlQ?si=CxGSUuaH9nyJmErN

Timestamps

0:00 - Introduction

0:45 - In The News

0:50 - Prime Energy (The Rise and Fall)

5:40 - Google's Cookie Deprication Delayed. Again.

9:04 - Why Most Launches Fail to Grow Your Business

14:00 - Social Media Has Now Overtaken All Media Channels in Spend

17:00 - The Marketing Moment - McDonald’s: A 15-Year Brand-Building Triumph

23:00 - Audience Q/A

27:00 - Ad of the week

This week's episode of the Sleeping Barber podcast features Dale W. Harrison, Commercial Strategy & Marketing Effectiveness Consultant @ Inforda Services. Dale features an extraordinary background from physics to finance and marketing.

We dive into the fallacies of demand generation, the truth about ROI, and the impact of brand awareness. Don't miss this enlightening discussion that will leave you with a new perspective on marketing strategy.

Enjoy the show!

Our Guest:

Dale W. Harrison

LinkedIn: https://www.linkedin.com/in/dalewharrison/

Youtube: https://www.youtube.com/@BiotechBestPractices

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Timestamps

0:00 - Introduction

2:46 - From experimental physics to finance to marketing

10:22 - Faith-based beliefs like lead nurturing and scoring

14:19 - Why some marketing measurements aren’t metrics

17:54 - Lead scoring, MTA & sales velocity should never be performance metrics

23:05 - Comparing the path to purchase of real customers to interpreted intent signals

31:15 - Why ROI is a troubling metric

36:41 - Performance vs. Brand advertising are different asset classes

44:34 - Business value of brand - it makes things more effective AND efficient

46:54 - The point of brand campaigns

51:11 - Mulit-Touch Attribution - just because you can measure something doesn’t mean it’s useful

57:39 - Billboard & radio

58:51 - The fallacy of demand generation & intent signals

1:13 - Post Pod with V and Marc

Background links:

Not All Marketing Metrics are “measurements” - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F-%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F-activity-7170140668697276416-iTMJ?utm_source=share&utm_medium=member_desktop

Marketing Effectiveness vs. Efficiency - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F-activity-7148782037108178944-IEUL?utm_source=share&utm_medium=member_desktop

Marketing ROI is not a real number you can calculate - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F-%3F%3F-%3F%3F%3F-%3F-activity-7152401810681483265-yeeT?utm_source=share&utm_medium=member_desktop

IS MTA actually Even Attribution? - https://www.linkedin.com/posts/dalewharrison_%3F%3F-%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F-activity-7165085278636822528-pcGY?utm_source=share&utm_medium=member_desktop

How the CFO Sees Your Marketing Budget - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F-%3F%3F%3F-%3F%3F%3F-%3F%3F%3F%3F-%3F%3F%3F%3F-%3F-activity-7168655113627062272-Sgpo?utm_source=share&utm_medium=member_desktop

Demand Creation does not exist - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F-%3F-activity-7157471671409373184-Ob9v?utm_source=share&utm_medium=member_desktop

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

Marketing Week: Bloom & Wild - an online florist is “chasing profitability” by cutting marketing budget and focusing on customer retention.

https://www.marketingweek.com/bloom-wild-focuses-on-customer-retention-over-acquisition-as-it-chases-profitability/ 

Business Insider: Tesla lays off its new marketing team months after launching it.

https://www.businessinsider.com/tesla-new-marketing-team-advertising-cut-layoffs-2024-4 

Media Leader: Forbes 7-year scheme to dupe advertisers

https://the-media-leader.com/forbes-seven-year-mfa-scheme-shows-how-deep-the-rot-runs-in-online-advertising/

https://adalytics.io/blog/ads-observed-on-www3-forbes-subdomain

Social Media Today: Meta Brings Advanced AI Chatbot to All of its Apps.

https://www.socialmediatoday.com/news/meta-ai-chatbot-facebook-instagram-whatsapp-messenger/713662/

Marketing Moment:

Baileys - The Pleasure Dividend

WARC Case Study

This strategy won Silver from the IPA Effectiveness Awards

The Campaign 

The big insight - baileys is part cake, part booze and pure pleasure

The Strategy

People love the product but they need reminders of when it might be relevant (CEPs)

The Results

Have AI Break, Have A KitKat - KitKat Canada

Link: https://youtu.be/U33RTQsa7Bo?si=g47535UTjKrnWJHh