Liane Siebenhaar

This is a very good reflection around our Dove The Code campaign. Very grateful for it! The effectiveness of "social" or "purpose" marketing that comes out of this study is a reminder that if your brand talks about topics that matter and does something about them, you might well be building your brand in short term too. Hope more brands see this path. PS. Small build. We are not anti-AI, just hoping to get a more diverse representation of beauty in AI, which can be possible.

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📐 Brand architecture, it's as simple as selecting and making a nice little diagram of logos, right? Obviously not, but there are not many people who offer deeper insights on the topic. Luckily, Felicia Rosenzweig is here to change all that! In the latest episode, we take a deep dive into brand architecture. Felicia Rosenzweig walks us through a specific case study from Creative Business Co on Morningstar, but we also hear about lot's of examples in B2C. The full episode is now available on all platforms. Link in the comments!

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Thought leadership is such a valuable way to activate your purpose. It allows you to: 1. Step outside your brand bubble to understand what actually matters to your audience 2. Gather powerful insights to inspire meaningful actions you can take as a brand for your employees, customers and the world I've had the pleasure of working with IKEA on the Life at Home Report over the past few years doing exactly that. ▶ ▶ Get in touch if thought leadership is something your brand could benefit from ◀ ◀ #PurposefulMarketing #SustainablePerformance #ThoughtLeadership Given

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“Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community…faster.” This is such a powerful idea from Dr. Stephan Vogel, the Chief Creative Officer at Ogilvy & Mather EMEA. One that I’ve been thinking about for several months now and that formed the central thought of my latest piece over at Hallam. I believe there are five creative elements that can unlock effectiveness in our marketing and advertising efforts:  ✅ Attention ✅ Relevance ✅ Disruptive Consistency (thank you to Mark Ritson for this concept) ✅ Storytelling ✅ Humour What else would you add? #marketingeffectiveness #creativity #brandstrategy #marketingandadvertising https://lnkd.in/d32xYYN7

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I like Reddit's showerthougts and the mental madness of ChatGPT. Together an unbeatable mix to see a current problem a little differently in the morning. Germans increasingly dissatisfied: "If Germans are increasingly dissatisfied, does that mean efficiency has its emotional limits?" "Could Germans' rising dissatisfaction be a cultural shift, or just a collective bad day?" "What if the dissatisfaction in Germany is just a national brainstorming session on how to make everything better?" "Could Germans' dissatisfaction be the world’s most efficient way to drive progress?" "What if Germans' dissatisfaction is actually a sign of high expectations, making them the perfectionists of satisfaction?" "Is the rising dissatisfaction in Germany an unexpected side effect of trying to optimize happiness?" "If dissatisfaction is growing in Germany, is it possible that contentment is now seen as complacency?" "What if Germans are only increasingly dissatisfied because they're constantly measuring against an ideal that evolves too quickly?" #gptshowerthoughts

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Show creative destruction, while the goal is to communicate unlimited possibilities for creation. That's what's going on in Apple's much-debated new commercial for the iPad PRO. https://lnkd.in/eCb57Cer Interesting to see the System1 test report, showing what consumers think: https://lnkd.in/e8CxcB6h 1. A quarter of viewers had no idea this was an Apple ad. Leaving your brand to the end but not using character or story to hold attention is often a recipe for disaster. 2. The real issue is viewers not caring enough, with a lack of positive emotions. This comes down to an over-reliance on a product feature (thin) and not an emotional strategy. Apathy is the enemy of advertising. 3. It makes little sense. 27% of viewers were confused, causing low emotional engagement. Viewers don't really care too much. Caring is key for changing short-term behaviour—e.g., people getting up to buy a new iPad. 4. This lack of happiness, low brand recognition, and low engagement reduces the long and short-term creative effectiveness of the ad. 5. Does it even need to make sense? A solid 58% of consumers enjoyed the ad in some way. Consumers aren't worried about visual imagery, hidden messages or the state of culture. They are simply watching an ad.

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I'm pretty excited that #creators will get their sideshow festival at Cannes Lions International Festival of Creativity 2024. It'd be easy to joke that these are the Influencers Olympics (wait that's Coachella), but this signals a few nice things: ✅ Having a voice is good again. Creator marketing has helped brands see that to thrive on social platforms, you can't behave the way brands have traditionally behaved. It's good to be human and just genuinely fun or whatever these people choose to be. (should be a no-brainer, but isn't). ✅ Audience first. Creators come from the background of entertaining / teaching / sharing. Creator marketing emphasizes making stuff on audience terms which's been largely lacking in marketing in the past 20 years, with good exceptions of course. ✅ Creator marketing has made marketing more forgiving and whack; this is the space where I see creativity still being actually creative. ✅ The best creators can deliver pretty great quality: many have gotten pretty pro in what they do. This wasn't always the case. Creator marketing is still in its early stages; the majority of it still lacks professional standards, but all the time I see it getting better and better. Looking forward to seeing what comes out of the Lions Creators. #socialfirst #creators #creatoreconomy

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📢 Navigating the Shift: Why Hybrid Offer Communication is the Future The latest "Prospektmonitor 2024" study by IFH MEDIA ANALYTICS sheds light on the development of printed and digital leaflet communication in the German market, offering valuable insights for marketing experts in Europe to optimize their consumer advertising media strategy. The findings show that, despite growing interest in digital formats, printed leaflets remain dominant in the German market. Here are some insights: ➡️Price communication and frugality: In an environment of dampened consumer sentiment due to decreasing purchasing power, consumers turn to leaflets to save money. Both printed and digital formats play a crucial role in this regard. ➡️Popularity of formats: Printed leaflets are still the most popular medium for promotional communication, with a weekly usage rate of 79%. However, interest in digital formats, particularly online leaflets (62% weekly usage) and retailer apps (35% weekly usage), is growing. ➡️Hybrid usage on the rise: The trend toward simultaneous use of print and online leaflets is increasing, especially among the younger demographic aged 18 to 29. The study reveals that 85% of leaflet readers in 2024 are hybrid readers, using both print and online leaflets. ➡️Most popular sectors: In both print and online formats, the food retail sector and drugstores lead the way. The primary reasons for using leaflets are similar: consumers are looking for bargains and use leaflets to plan their shopping. The study indicates that the media mix for advertising companies in brick-and-mortar retail should focus on a locally tailored combination of print-based and digital leaflet advertising to reach consumers based on their advertising usage patterns, address advertising resistance (ad stops), and maximize local reach. Various factors can influence this mix, but a hybrid approach aligns well with the usage behavior of consumers regarding local promotional advertising. These insights are crucial for marketing professionals seeking efficient media channel management for consumer advertising, illustrating that a hybrid approach is not only practical but also key to success in a changing market environment. THX to Andreas Riekötter and his team on providing these new insights to help me optimizing local media mix modelling for my customers. #Marketing #Retail #HybridApproach #Leaflets #Prospektmonitor2024 #IFHMediaAnalytics #MakingWaves

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Can sustainability and performance go hand in hand? 🌳 🤝 I look forward to discussing how digital advertising can be more environmental friendly and (over)achieve campaign goals at the same time. This will be one topic of the panel "The Cost of Responsible Media" at the Adzine Connect conference in Berlin on June, 6 at 12:10 with my fellow panelists Nadja Schick - GroupM, Michael Fuhrmann - DoubleVerify, Christian Zimmer - Teads, Frank Goldberg - IDOOH Institute for Digital Out of Home Media moderated by Frank Puscher See you there? 🙂 #adzineconnect2024 #sustainability #responsiblemedia

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So grateful to Miriam Plon Sauer at AKQA for given me the opportunity to talk about the Past | Present | future of Fellow progress and Strategy for humans (which was term inspired by a presentation given by Miriam). I was asked at the end of the call about a belief that was harmful to people who work in strategy? My response was simple really, the most harmful belief you can have is the belief that you are what you do. Simply this means saying "I am a strategist". It's harmful because over identification means that we attach our identity to our job, and if we do our job well, we are a "good" and if we do our job badly we are a "bad" person. Our identity and value is determined by how well we feel we did in our job. I think it harmful to over-identify with any high performance role, because... we play so many roles in our life, our job is just one of them. I suggested a different approach which is more aligned with behaviour, instead I say something like "I do strategy", by shifting to a behaviour we enable ourselves to remove our identity from action, we can be good or bad at a task, without it determining our identity. You can also caveat it so that the statement becomes more aligned with the circumstances. So rather than saying " I am a strategist" say this instead.... "I do strategy, sometimes I do it well, sometimes I don't. Yet I always try to give my possible best, given the time and resources available" For bonus points you can also say: "...and when I do strategy I focus on learning and growing, regardless of immediate outcomes. Each experience teaches me something valuable." Identity is who you are. Behaviour is what you do. It's a simple distinction, yet working with our imagination, it's easy to confuse the two. Be well

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Aktion Baum x FRASER Arbor Day 2024: NGO Aktion Baum's AI-campaign “Imagine” For today’s Arbor Day, Aktion Baum is launching a visually campaign staged by us, which will be rolled out for three weeks in print, (D)OOH, TV, cinemas, and on social media with a media volume of more than one million euros. One-third of Germany’s land area (11.4 million hectares) is covered by forest. The federal government’s official annual forest condition survey shows that damage is still at a very high level. Only a fifth of all trees in this country are still healthy, according to the 2022 Forest Condition Report. Huge areas are currently dying before our eyes, 400,000 hectares — 3% of Germany’s total forest area — in the past four years alone. FRASER’s MD creation Fernando Barbella and his team created an AI-generated photo series for the nationwide campaign that shows perspectives of forest areas in different parts of our country — such as the Black Forest or the Bavarian Forest, forests in the Sauerland and Harz Mountains, the Taunus Forest, and the Strausberg Forest near Berlin — and shows how AI imagines our forests in the near future. More infos: https://lnkd.in/dKGT-8k4

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LinkedIn drinking game for marketers because it’s Friday. **Take one shot (because one shot a day keeps the doctor away)** - Someone misinterprets “The long and short of it” - Someone misinterprets “How Brands Grow” - Someone repurposes data from the Ehrenberg-Bass Institute without giving credit and Prof. Byron Sharp comments “credit: Ehrenberg-Bass Institute Research” - You feel a misplaced sense of happiness after seeing a Gary V motivational post - Someone is selling a marketing framework that can finally present a unified view of how the universe works - A D gets another kickass mentor on the Broke Ad School and you feel not all is wrong with the world - You watch a skit by 💥 Amy Kean 💥 and go "it's funny because it's true" **Take 2 shots (because 2 is better than one)** - John James takes the piss out of ad agencies and the comment section goes wild - Stephanie McCarty takes the piss out of ad agencies and the comments section goes wild - All of the LinkedIn blue ticks comment the same thing on someone’s post Someone rips off someone else’s post and hopes no one notices - There’s a post about brand love - There's a list on the most loved brands and you've personally worked with some of them to deal with their "customer love" crises - Someone shares the PR article they obviously paid for and tries to pass it off as valid recognition - Someone contributes to an AI article more than 2 times the same day **Take 3 shots (because you have to have a buzz going to stomach these)** - There’s a selfie with a pseudo-sentimental caption - Someone says they are interested in featuring your company on their magazine and wants to be paid for it - It’s 2024 and someone posts their lengthy press ad on LinkedIn - An employee from a “best place to work” complains about work - An ad person critiques a new piece of advertising on the first day it airs, based on their mood - An AI evangelist knocks on the front door and wants you to fire all the humans (Got lazy towards the end. Add your irks to keep it going)

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Fascinating comparison of top LLM models! at Helveticans we use it for various tasks like code checking, creative brain storming, copywriting ideas, and analytics, research etc, we've developed a real appreciation for Claude 3.5 recently. Its performance across categories is so good! I've also started exploring www.chat.two.ai too and finding it quite compelling. But here's my key takeaway: the real magic happens when you tailor these models to your specific needs. I've created a detailed training documents for each of my use case / agents, covering everything (as much I can) from my perspectives on purticular topic / task, business objectives, personal objectives, defining my own characteristics, sample scenarios explaining how I would have engaged, samples of what I love and what I don't like, tone of language, setting rules and numbering them so that I can refer back and request for correction etc. Yes, it's an evolving process, but trust me - the results are worth it! While it's interesting to compare these models on paper, I believe the true potential lies in how we customise and leverage them for our unique requirements. What's your experience been? #AI #LLM #Productivity #Helveticans

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Had the privilege interviewing our client Cindy Richter on a panel talk at Art Directors Club (ADC) Festival in Hamburg on the brand new „Lufthansa Insights“ content ecosystem. Thank you, Cindy, for sharing these key insights with the creative crowd: Creative excellence is a marathon: Out-of-the-box solutions don’t come, well, out of the box. They require dedication, endurance and -above all- exceptional creative talent. Innovation with a purpose: Using technology like AI as a campaign gadget is one thing - using it to make a real systemic difference in customer communication, is another. The customers: The customers. The customers. And what’s relevant to them in their respective context. Trust is the foundation: A project of such complexity and stakeholder-richness requires collaboration on eye-level und deeply rooted trust between the client and agency teams involved to be able to succeed. Thank you Art Directors Club (ADC) for having us and Patrick Amor and Markus Albers for making it all happen. C3 Creative Code and Content

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Day 3 of the Cannes Lions International Festival of Creativity. Here's an M&C Saatchi Group South Africa Brutally Simple wrap. Jacques Burger will also be sharing his perspectives. > IN A WORD < Storytelling. We kicked-off the day with an M&C Saatchi Group event with former BBC news producer Sam McAlister famed for managing to orchestrate the explosive Prince Andrew interview which she wrote a book on (and has subsequently been turned into the hit Netflix show Scoop). Candid, sharp, engaging. Key takeout: powerful storytelling comes down to bringing fact - or in our world an 'insight'- and emotion together. Obvious of course, but not easy to pull off when you see how much work is out there that is devoid of any emotion at all. > IN A QUOTE < "If everyone is using the same tools, the difference maker will be creativity." - Alex Schultz, CMO and Vice-president of Analytics, META Unlike the talk before Alex's where senior execs from Google took the main stage for boring and unashamed sales pitch (it was really, really bad), this talk was a lot more honest and candid on what AI will bring, and the role of creativity. So yes, AI is going to be delivering spectacular and efficient output, but ultimately it will come down to how it contributes to the story you're telling. So yes creative minds are still (very much) needed. > IN A PIECE OF WORK < The Plastic Forecast. This is a great piece of work that again demonstrates the power of bringing fact and emotion together to tell a story. It's from our M&C Saatchi Group AUNZ office, and it has picked up a Silver Lion so far year. https://lnkd.in/dm_pUQ3j

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Why this ad doesn't work. Apple's long-standing brand archetype was always about being a creator — about helping creators. Now they've decided that they're messaging should be about the destruction of creative? The replacement of the 10,000 hours you spent learning to play that guitar, paint, write, sculpt? People don't want to give up on the things that bring joy to their lives. They want tools that will help make those things more accessible. #advertisingfail #brandarchetype #brandmessaging

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Last week marked the annual, admittedly rather self-indulgent celebration of the wider marketing-, tech- and media-industry (in Germany) with the #OMR2024. And it left me equal parts surprised, disillusioned – yet inspired. Surprised about the sheer size. The engagement-level of all participants. The fact that the OMR team was able to establish a platform for people to connect in person and in living color. In essence, the most “Zeitgeist” and future-oriented topics were discussed in the most old-fashioned format imaginable. By seasoned, accomplished professionals and those young “marketing rockstars” alike… Disillusioned, because most ‘insights’ introduced (at least the ones I saw or heard) remained on the surface of mere reach and tech-capabilities; quantifiable KPIs, rather than digging a bit deeper. Disillusioned because while there were the expected discussions about the über-popular topic of AI, there was little to no debate about how to treat the development of original thought, of groundbreaking ideas, of real experiences in our age of AI. It all appeared a bit too predictable…   Inspired, because whether I was making new connections or reconnecting with old team-members and peers we seemed to all agree on the underlying meta-point that was almost too obvious to miss at the OMR: real, human interaction (emphasis on 'action') is essential. Everything else is there to activate, distribute or amplify the documentation of an original idea or an experience. Fittingly, the OMR format provided exactly that kind of opportunity: a real, human experience. Scott Galloway – arguably the most inspiring ‘on-topic’ speaker at OMR – put it best: "Nothing really wonderful will ever happen to you on a screen."

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