Yin Rani, VP of Integrated Marketing at Campbell's Soup Company, spent some time with me at Cannes to talk about her new role at the CPG giant. Having joinied Campbell's in December, Yin is responsible for establishing the strategic direction for Campbell's advertising, media, global design and digital marketing and social media.
t's the authentic way in which they share, reporting from their bedrooms or living rooms, that make these YouTube sensations feel trusted to their young fans. Many of the so-called stars are still wearing braces themselves. They admit their own imperfections and share strategies on how to hide pimples or overcome awkward moments and that is part of their charm. It's an accessorized Judy Blume on YouTube.
As the sophistication and creativity of marketing communications increases, a message of inclusion resonates with tremendous impact and deep emotional connection. And as it does, it creates a powerful loop.
Watch as Rei and I walk around Cannes discussing the power of creativity and innovation, the Future Lions awards, and where he draws inspiration from.
While those attack ads likely cost some Democratic members of Congress their jobs in 2012, a new report indicates that, crazy as it sounds, those ads may have contributed to the success of the health care legislation this year.
How can the next generation of industry leaders apply this misfit math to a unique business model, structure, and culture?
Companies spend millions of dollars to make their products look ideal to consumers. But what if they stripped all of that away and told the truth?
The difference isn't just what they're doing, it's where they're doing it. There's one big mistake brands are making, and given the fact that many still spend billions of dollars on this, it's relevant. Ready? Here it is.
Commemorating periods in public was a punishment for bad behavior. Whew. That's one powerful message I'm not sure the filmmakers or the Hello Flo folks intended.
In other words, we are predictable and we are dependable. In the world of advertising, we are either a big yawn or a big question mark.
I had the great fortune of chatting with Matt Seiler, a Media Jury Lions President at Cannes this year. Scouring and judging over 3,200 submissions, he talks about his favorite entries -- great ideas, cross platform, yet simple ideas with positive messaging.
"Next time, you know what you should do to get what you want?" It was my first job after business school, at a client meeting with a mentor. I had no idea what I should do. What my wise mentor said next is forever etched onto my brain. "Start with a question."
Just because your customers are online, don't expect them to necessarily be prepared to purchase your good or service -- especially if there is a good soccer game on the tube.
What Facebook did pales in comparison to what Madison Avenue and the marketing departments of corporations from Amazon to Zales do every day of the week, during the weekends, and especially during holidays.
With so many brands vying for attention, the media and the marketplace are chock full of messages trying to convince us to buy, believe, support or join.
I wish I could tell you it is this easy. It's not; but, here are critical benchmarks you should be aware of to create meaningful content.