Natasha Jakubowski

For brands, managing the relationship with key retailers is a challenging task. But establishing truly collaborative, business-building partnerships is a strategic imperative for brands looking to drive sustainable growth. Join us for this webinar on May 14 as The Mars Agency's Kandi Arrington and Meghan Heltne will discuss how brands can elevate the relationship and unlock growth that's transformational for both parties. Learn more and register here 👇 #brandstrategy #retail #retailerrelationship #webinar

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One size fits all marketing just doesn’t cut it. Know who your audience is to make meaningful connections.

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Continuing my sharing of posts about brand growth; a lot to unpack here. The real meat is in the link below, but me key takeaways are... - 💡 Kantar unveiled a blueprint for brand growth, analyzing 6.5 billion global data points (that is a lot!). - 📊 Emphasizes creating meaningful differences for volume and market share growth. - 🌐 Increased presence across customer journey touchpoints boosts buyer engagement. - 🚀 Focus on finding new spaces leads to revenue growth. - 💰 Prioritizes profitability over volume sales. - 🎯 Differentiation crucial for consumer connections and commercial success. - 🍺 Brands like Guinness exemplify meaningful differentiation. - 📈 Emotional connections crucial for boosting sales and loyalty. ... as they say, we can take that to the bank! https://lnkd.in/gBCycziQ

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Launching Bentley’s first brand campaign developed by IPG-X ‘How do you Bentley?’ enables us to lead the conversation about what a luxury lifestyle looks like through the creation of four curated, crafted and distinctly Bentley 'worlds'. Bringing together generations of Bentley customers, these unexpected, ultra-luxurious worlds help us modernise the brand and put Bentley at the forefront of driving beyond purely automotive towards a luxury lifestyle proposition. So, how do you Bentley?

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Coachella: a cautionary tale for brands. Despite its star-studded lineups and passionate attendees (we see you, Taylor Swift!), the festival recently hit a sour note with a record-breaking lack of interest. Over the years, Coachella went from music fest to brand extravaganza. Brands, eager to be 'cool,' splurged on everything from art installations to VIP parties, reaping short-term benefits and boosting Coachella's visibility as a marketing benchmark. But nothing lasts forever, and now they're facing the music. What does Coachella stand for today? What legacy has it created? Without clear guidelines for partnerships, space usage, and participation - letting people use it the way they saw fit - Coachella's brand has been diluted away. Brands, take note: protecting your equity goes beyond logos. Comprehensive guidelines should cover employee conduct, decor, and partnership strategies, ensuring a cohesive brand experience. Coachella can bounce back, but it will take deep reflection before next year's lineup announcement to reclaim the essence that made it special to begin with. #Coachella #Brand #BrandExperience

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I got that feeling, because Im at Target, Sipping a latte, Shopping for nothing, but buying everything. Isn't this Yargets overall strategy? They want us to stroll, roam, browse, and enjoy being in their store. This ad is absolutely hilarious and brilliant. It highlights the thing about Target that we all love and evokes emotion. While watching this commercial I saw myself in a few of these characters (cough, cough, the latte drinker, and plant enthusiast). 🎵 Perfect song choice. When it feels like a no-brainer that this ad worked.... that means its a real gem and a marketing win. Watch the Ad 👉 https://lnkd.in/gSQ2e9nY #Target #TargetStores #targetCommercial #FunnyCommercial #Marketing #MarketingWin #MarketingSuccess #MarketingInsights

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This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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Moving Retail Media from Science to Art.... Here's a few musings from the latest Unfold about how we've seen the advancement of RMNs into the upper funnel resulting in the conversation shifting from a place dominated by data and ad tech in to more of a discussion on messaging and creative. Or put more simply, how Retail Media is moving from a pure performance channel to a traditional marketing vehicle. ... and as a true P&G marketeer at heart, how excited that makes me! I'll drop the link to the full episode in the comments too 😀 Let me know your thoughts!

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Proud to see the innovative work we're doing at Publicis Groupe featured here by Scott Hagedorn. We are building solutions at the intersection of commerce, media, data, and AI that are pushing the boundaries of what’s possible. It’s a privilege to do so with industry leading assets in identity and commerce intelligence, and in partnership with some of the worlds greatest brands and humans. Excited to continue to shape the future with this team! …. As a tease of the kind of problems these applications will be solving, the CPG example Scott gives revolves around the disconnect companies sometimes struggle with between mental availability of and physical availability of their product on the shelf. “Our big business growth-driving application is tying those two things together for the first time,” says Scott. “We have our identity graph where we can see where people shop, and are they loyal to a specific brand, or do they shop the category, and when was the last time they shopped, and when was the last time they bought your product? We also have Profitero and CitrusAd, which gives us visibility into 70 million shelves. And increasingly, because you can do in-store pickup, what you see online is what's available in the local store. But that's a massive amount of data to try to put together. What we ended up doing was building a model to connect the consumer identity with the inventory.” #retailmedia #commerce

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Great interview on Jon Evans' Uncensored CMO, with David Boscawen, Group MD of VCCP London, and Gui Ferreira Global Brand VP at Cadbury, as they talk about the thinking behind the great Cadbury's Dairy Milk 'Generosity' campaign. There's much to unpack there and some great insights including: - Drawing on the heritage of the brand (Glass and a half in every bar) - A genuine agency/client working relationship - Investing in the brand, not just short term solutions - How to write a good brief It's an intelligent story, well worth a listen on the way to work. https://lnkd.in/gS7BtCyd

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While technology will cocoon consumers’ lives in years to come, nature will constrain them as societal conventions around growth and prosperity will be further unseated. This will create a landscape where assumptions that previously perpetuated culture and business are re-examined. At #dentsu, we are driven to innovate. Leveraging insights from 30,000 global consumers and 20 experts, our #ConsumerVision2035 report outlines the forces and trends that will reshape technology, culture, consumers, and brands over the next decade. Read the full report to unlock the perspectives needed to future-proof your business, create differentiation, and make an impact for your communities. #InnovatingToImpact

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https://lnkd.in/gSNGxFQp The Spencer Stuart annual CMO Tenure Study offers compelling insights into the evolving role and stability of CMOs, particularly noting the tenure stabilization at 4.2 years for Fortune 500 CMOs. It's intriguing that B2B CMOs tend to have longer tenures compared to their B2C counterparts, with 4.5 years versus 4.0 years respectively. This difference likely reflects the distinct challenges and market dynamics each sector faces. The study also highlights the increasing trend of CMOs taking on broader responsibilities and the significant number of first-time CMOs being promoted internally, suggesting a strong emphasis on leadership development and succession planning within organizations. It is great to see that women now represent half of Fortune 500 CMOs. I believe it's important now for companies to turn their attention to improving development and support systems for diverse high-potential leaders. #CMOtenure #B2BMarketing #Leadership #WomeninMarketing

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Out of Home has always been an essential channel for FMCG’s, due to its strengths in combining broadcast reach with placements close to points of purchase. More recently, the category has leant into Out of Home for brand building more than ever and alongside a number of contributing factors such as TV fragmentation and HFSS restrictions, creativity has been a major driving force. But when it comes to creativity, it’s often easy to focus too much of our attention on the PRable stunts we see on our Linkedin feeds and risk overlooking the fundamental elements that drive effectiveness in Out of Home. I've shared my thoughts in our latest whitepaper ‘An Outside view of Creativity’, which provides a fresh perspective on how FMCG brands can utilise the creative potential of Out of Home to build mental availability. You can access the report using the link below. https://lnkd.in/d86gYVKx #outofhome #creativity #fmcg

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"Chaos asks questions of you order never will" The wonderful Colleen DeCourcy retells her experience working with Dan Wieden when she took over as Chief Creative Officer at Wieden+Kennedy Her immediate response to me asking about working with Dan was this quote about chaos. We have a natural reaction against chaos because it can be destructive and unsettling but what if we reframed it as a necessary condition for achieving something truly breakthrough 🌪 Chaos propels you forward while order maintains the status quo 🌪 Chaos creates leaders while order creates managers 🌪 Chaos demands a response while order delays it 🌪 Chaos reveals the cracks while order papers them up 🌪 Chaos forces ownership while order delegates it 🌪 Chaos fosters creativity while order fosters compliance 🌪 Chaos requires trust while order replaces it It got me thinking whether there is an optimal mix of Chaos and order required to achieve breakthrough ideas and momentum? We spend most of our time creating order but what if what we actually needed was an injection of chaos? To hear more from this episode check out the links in the comments John Kearon Kerry Collinge Orlando Wood

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While we are in the middle of awards season, it’s a good time to remember that the quality of the work that gets in front of the most consumers is what matters most for the future of our industry.

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'Proprietary Media' (or 'Principal) is a hot potato in our industry right now. A new report from the Association of National Advertisers is a great, in-depth guide to the pros and cons, with very good recommendations for advertisers. Here I go into the cons and cons and argue that it is bad for everyone and ultimately the Media Agencies themselves. I call it 'unprincipled' media. As the WFA meets in Toronto for Global Marketer Week the health of the advertising industry should be on the agenda. Advertisers may not be able to solve issues such as climate change, but they can take actions with a more immediate impact on the well-being of the people who service their needs through how they spend their money. The news piece contains the ANA report can be found here https://lnkd.in/geKeFjBX All comments welcome, as ever.

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Behind the paywall there’s some great stuff here…. Gap has been all over my LinkedIn FYP these last few days which to me is an indication they are working there way back into the hunt. To Danny Weisman’s point - this isn’t always about “impressions” but rather impressions with purpose. I’m old enough to remember you went to GAP for quality clothing that felt great on and held up to weekly washing. Should be a great lesson in how brands & media now more than ever need to work in tandem. Something Steven M. and I with our consultancy Moy & Halter often are talking extensively to or are listening in on brand marketers with great insights like: Diana Haussling, Vinny Rinaldi, Alyson Griffin, Casey Hurbis, Dave Kersey and Sri Rajagopalan about. What’s your opinion on how creatives and media strategy teams can better align through the planning process? Leave an opinion below 👇

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