Turning a Retail Giant Into a Social Star

Walmart and value are practically synonymous but the variety of the retail giant’s offering is often underestimated. From groceries to gadgets, fashion to fitness, Walmart brings their trademark quality products at affordable prices to nearly every retail segment.

Mistress is proud to be tasked with highlighting Walmart’s true breadth. To ignite the conversation Mistress leveraged paid social media and fresh engaging content to get people talking about Walmart and the “WOW!” products it offers across categories.

The campaign itself demanded an equally high-quality production value and was delivered quickly and at scale. All assets were produced in-house through Bastard productions.
 

 

 

 

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Martin Creates Talent and Culture Unit

The Martin Agency Creates Talent and Culture Unit Led by Former Obama Administration Staffer
Kelsey Larus will help drive organizational change

IPG’s The Martin Agency has created a new Talent and Culture department aimed at driving change and progress among its staff.

To lead the department, The Martin Agency hired Kelsey Larus as director of strategic engagement. Larus will report to chief culture officer Carmina Drummond, who picked up that title in March.

Drummond told Adweek that Larus is an “interesting, interesting hire,” as her background is certainly not in advertising. Larus worked for the Obama Administration, both in the White House and on President Obama’s campaigns. She also served as the director of housing for the 2012 Democratic National Convention and worked on two presidential inaugurations.

The Martin Agency discovered Larus through LinkedIn, and Drummond said the shop was immediately drawn to her background in “driving organizational change,” as internal issues that needed to be addressed were not solely “advertising issues or Martin Agency issues, but company issues.”

“We went through a really tough December, and the agency needed to heal,” Drummond added. “We needed someone objective and who valued us. We actually brought her in for an interview not knowing how we might utilize her.”

Drummond said Larus came aboard about six weeks ago.

The Talent and Culture department will focus on three areas: talent resources, talent development and strategic engagement.

“We are always looking for new talent but we also have tremendous talent at the agency,” Drummond said, explaining that the department will be responsible for making sure all employees have the resources they need to be supported and the “foundation to own and nourish their careers.”

Drummond said the new department was born from the ideas of several “really smart people” who realized there is “a real hunger for aligning culture with business initiatives.” The department will ensure The Martin Agency is fostering an environment where staff can form relationships, have the right impact on the agency and feel they are fulfilling a purpose, according to Drummond.

“It just really clicked that this is how it needs to be done,” Drummond added.

The addition of the Talent and Culture department is just the latest development in The Martin Agency’s cultural transformation after Alexander left in December.

Most recently, the agency promoted senior creative Danny Robinson to the newly created role of chief client officer. Robinson is the first African American to serve on The Martin Agency’s executive committee and has been tasked with working with account management and creatives to unlock innovative ideas and identify growth drivers for clients.

Drummond noted that Robinson’s appointment also highlights The Martin Agency’s commitment to “understanding the capabilities of our talent” and transitioning them in roles that allow them “to look at things in a new way.”

Drummond was given the chief culture officer title after serving as the agency’s senior vice president and director of operations. She was promoted as part of The Martin Agency’s March initiative to double the representation of women on its executive committee. That initiative was led by The Martin Agency’s first female CEO in its 53-year history, Kristen Cavallo.

Cavallo previously elevated Karen Costello to the chief creative officer role to replace Alexander. Costello is also The Martin Agency’s first female CCO.

“Corporations often hide behind ‘fit’ and not ‘contribution’ as a metric,” Cavallo said in a statement. “Fit can be a rationale for homogeneity, and that’s dangerous. This is our chance to do things differently.”

Read full article here.

Weber Shandwick Acquires Social Creative Agency That Lot, Taking Multi-platform Storytelling to the Next Level

Weber Shandwick has acquired That Lot, an award-winning social creative agency based in London. Effective immediately, the deal combines Weber Shandwick’s expertise in integrated communications, data & analytics and social strategy, with That Lot’s specialties in social-first, platform-specific content and production.

“That Lot are at the forefront of creating innovative and compelling social creative for a range of brands and businesses,” said Andy Polansky, CEO, Weber Shandwick. “This new partnership is another example of how we continue to add creative firepower in the UK and beyond.”

Weber Shandwick and That Lot will, together, become one of the largest teams of social specialists in the region, bringing cutting-edge social and digital solutions to EMEA and global clients. Terms of the deal were not disclosed.

“Reaching customers via social media is business critical for many of our clients, but to make it work, you need to ensure you truly engage and create impact,” said Rachel Friend, UK CEO, Weber Shandwick.  “When combined with our existing capabilities and expertise, including the mobile platform and social solutions of our Flipside business, we believe we have a proposition that stands us out as leaders in cutting-edge social media thinking.”

That Lot works with some of the UK’s largest brands including Channel 4, B&Q, Jamie Oliver and Have I Got News For You. The agency was founded in 2014 by actor, writer, director and social media expert David Schneider (of “The Day Today” and BAFTA-nominated “The Death of Stalin”), Digital Emmy-winning writer and social content pioneer David Levin, and managing director David Beresford. That Lot’s diverse talent roster includes social-first creatives, designers, writers and videographers as well as a team of social-first project managers and account teams led by Laura Tannenbaum, formerly a social and marketing specialist at Bauer Media, News UK and Global Radio.

“We’re passionate, maybe even slightly obsessive, about understanding and adapting to the way audiences use social media to ensure our clients cut through on the right platforms and engage with their audiences brilliantly,” said David Levin, co-founder of That Lot. “And a lot of that is about telling powerful human stories. It was obvious to us that Weber Shandwick excels at creating engaging campaigns fuelled by world-class audience research, strategy and data. That’s why we felt they were the perfect partner to help us continue to develop and globalise our business.”

Weber Shandwick’s acquisition of That Lot follows the firm’s acquisition of London-based mobile specialist agency Flipside in 2016, making its London operation a network hub for leading digital expertise. Weber Shandwick also recently expanded its digital creative content capabilities in Brazil with the acquisition of digital marketing firm Cappuccino in May 2018. In December 2017, Weber Shandwick brought on two leading digital firms – Bomoda and Resolute Digital – to further ground its capabilities in data & analytics and performance marketing.

The post Weber Shandwick Acquires Social Creative Agency That Lot, Taking Multi-platform Storytelling to the Next Level appeared first on Weber Shandwick UK.

Why the World Cup is an advertiser’s biggest challenge

As champions of the New York Corporate Indoor Soccer League, we know a little bit about soccer.

And in anticipation of the FIFA World Cup finals this Sunday, we’ve been thinking a lot about the biggest sporting spectacle in the world. Not just about the showdown on the field between France and Croatia, but also the strategies behind every company looking to get more eyes on their brand.

Every four years, people from countries big and small tune in to watch their favorite soccer teams battle it out on the turf. Estimates on the numbers of these viewers range in the billions, and thus, advertisers everywhere look to target these potential consumers as best they can.

But running ads during the World Cup is another beast entirely.

Unlike the Super Bowl, with its constant advertising breaks, the World Cup provides a mere fifteen minutes of halftime to air commercials. Other than that, along with the occasional added breaks if a game goes to overtime, viewers can comfortably watch the game uninterrupted.

What does this mean for advertisers? Oftentimes, it means doing what they do best: getting creative.

If you’ve been tuning in on the games this year, you may have noticed brands like Hyundai and McDonalds flashing their logo all over the stadium. You can find them on the fences lining the field, the screens, even the players’ uniforms.

Although some would find this type of advertising less effective in comparison with televised, story-based commercials so often found during sporting event breaks, others see this as an important opportunity.

Ben Sturner, the CEO of Leverage Agency, a sports marketing firm, believes viewable ad impressions are a great way to build brand awareness.

“Having a static ad in the background may not give you the exact messaging in a commercial ad,” Sturner said in reference to the World Cup of 2014, “but you’re getting minutes and minutes of time and your brand has association at the highest level.”

This method is particularly effective for brands that are already well known. A recent study carried out by ad intelligence companies Placed, Inc. and Moat Analytics discovered that viewable ad impressions can drive as much as a 53 percent lift in store visits, and a 20.4 percent lift in in-store conversion.

Viewability is important. So if you’re watching the final matches this weekend, look out for all of the ways advertisers make their moves as the entire world tunes in.

 

5 result boosting trends for email marketing

Email marketing is getting more and more sophisticated and is about to play a bigger role in the marketing mix than ever before. Automation is fast becoming the norm with segmentation, progressive personalisation and dynamic content all contributing to a better customer experience.

As GDPR forces us to be more engaging and sensitive to our opted-in customers, better practices are emerging. We’re excited about the future of email marketing because these customer-focused trends can only be a good thing for results.

#1 Automation

Loteri Cymru

No longer just accessible to those with the biggest budgets, automation in email marketing is becoming increasingly popular and more affordable. For Loteri Cymru, the Welsh National Lottery, we created a series of rules-based, automated triggers, from countdown to welcome and reactivation. Our approach was to start simple, analyse response and apply learnings which progressively improved results.

#2 Segmentation

Mitsubishi

With GDPR comes leaner, cleaner data and an inevitable greater focus on segmentation. Mitsubishi’s ASX range has polarised segments of drivers who enjoy its benefits, for very different reasons. Our successful email marketing campaign differentiated mums from urban drivers, getting to the heart of each group’s motivations and creating relevance in their individual worlds. And with greater relevance comes better results.

#3 Dynamic Content

Center Parcs

Improving customer experience is a familiar objective of email marketing strategies, with dynamic content playing a significant role. We re-engineered the customer journey for Center Parcs visitors, using dynamic content to quickly identify their unique choice of activities and personalise their experience. Visitor spend was up, thanks to these more personalised communications.

#4 Story Telling

The Royal Mint

Even the most promotionally-driven brands are shifting towards engaging loyalty with the help of brand stories. The Royal Mint traditionally promoted its collectable coins using one-off campaigns. We helped them develop their brand narrative and articulate it across communications, resulting in longer-lasting customer relationships. In the GDPR world, more priority is given to retaining loyal customers.

#5 Reactivation

Nationwide

As more email marketing becomes automated, and brands put a higher value on opted-in customer data, we all expect to receive more retention and reactivation emails with relevant and personalised content. This is something we at Golley Slater Results Marketing have been doing for years. For Nationwide, we’ve been journey mapping and driving loyalty across a broad reach of products for their 15 million members.

Get in touch

This article is published by Golley Slater Results Marketing.
We’re always happy to start a conversation.

+44 (0)1285 852 320

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Room for one more on the ‘good cause’ brandwagon?

Have you noticed how every brand is trying to prove a point at the moment? How every product you pick up in the supermarket now boldly states its protein content? Or, how the shampoo you bought the other day is suddenly ‘gluten free’?

Perhaps awareness of even a simple form of marketing is heightened for us marketers, but in a society where everything is under scrutiny, and where consumerism is at its peak, it feels like brands are more self-aware than ever before.

In 2008, Heineken brought us the ‘Walk-in Fridge’, racking up millions of views on YouTube. The ad highlights the different values of men and women, as stereotyped in society a decade ago, as a couple show their friends around their new home. The woman shows her walk-in wardrobe to her female friends, while the man reveals a walk-in fridge full of beer to his mates. Both result in enthusiastic screams from their same-sex friends. The advert played on traditional stereotypes in a humorous way – presumably to appeal to what it thought was an all-male audience.

As society has changed, brands have had to adapt to a more nuanced view, which we can see in Heineken’s 2017 #OpenYourWorld ad. Heineken brought together people from different cultures, backgrounds and sexual orientations in a ‘social experiment’, exploring the benefits of finding common ground – Heineken beer and reasonable discussion. The message was raw, empathetic and forward-thinking, which, in the current climate of thriving equality and liberalism, was well-received.

Of course, we expect brands to evolve with the times – they need to stay relevant to the changing attitudes of their audience. But the way in which brands manage that change is critical. Heineken achieved a 180-degree pivot; from clumsy sexist stereotypes to jumping on the equality bandwagon – without irritating the public. Because it was a proactive effort, even though the principle isn’t exactly original, it comes across as relevant and authentic. We’re all entitled to change our minds once in a while (even if it takes the best part of a decade).

What’s more concerning is when real world issues are side-lined, only to later be exploited by brands looking for a hot-topic-of-the-moment. For example, despite scientists sounding the alarm for years over the impact of plastic on the environment, it seems like brands have only recently started to take action, capitalising on the opportunity to be seen in a positive light. Do they feel a genuine corporate social responsibility or is it just another tactic to make headlines? It’s particularly galling when the brands in question are category leaders – surely major powers on the world stage should be leading from the front, rather than playing cautious catch up, or only acting when they’re caught out?

Greenpeace has made a number of protests shaming Coca-Cola for its contributions to plastic waste, although coverage of this has been all too scarce. However, when Coca-Cola ‘heroically’ announced that it will recall and recycle 100% of its packaging to help clean up our oceans, it made the news. Shouldn’t we really be celebrating Greenpeace for acting when it mattered over a huge corporation that showed up late to the plastic party?

Where Heineken has made a positive shift and potentially contributed to changing people’s perceptions, other brands have been less proactive and instead demonstrated a lazy approach to jumping on the bandwagon. A prime example of this is when McDonalds turned the trademark ‘M’ upside down to show support for International Women’s Day. They’re hardly a brand who you would expect to be active on such an occasion, but perhaps like Coca-Cola they were only responding to external pressures.

Brands should be careful about how they portray acts of ‘good’ and must try to avoid looking exploitative. Instead, they should be proactive; earning respect by taking action, instead of just nodding in agreement like McDonalds. What Heineken have done is much more believable and empowering – instead of caring about how they look to consumers, they have focussed on getting the consumer to think about the bigger picture themselves, and hopefully make their own contributions to change.

It’s easy to say “better late than never Coke” or “at least you’re doing something McDonalds”, but the reality is that if these brand leaders were more proactive in the first place, they wouldn’t need to jump on the brandwagon. They’d be driving it – and making a real difference along the way.

Ciara Garratt is Account Manager at global brand experience agency Sense.

The article first appeared in Promotional Marketing magazine

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Barefoot’s Bare Your Sole campaign uncovers people’s quirks to champion diversity and inclusivity

Now in its third year, Barefoot Wine & Bubbly’s successful #BareYourSole campaign will be touring the UK during July. It will be encouraging people to be proud to be different and revel in their uniqueness, as research by the award-winning wine brand uncovered that 84 per cent of Brits believe that by being comfortable with who you are and being accepted for your true-self ultimately makes you happier.

Visitors to the funky Barefoot van will not only get the chance to try a range of the brand’s wines, but will also be invited to ‘bare their sole’ by proudly declaring their unusual hobbies, habits or passions on a Barefoot sticker – and the more unusual, the better!

“Launched in 2016, Bare Your Sole champion’s Barefoot’s core values of diversity and inclusivity by encouraging people to share their hidden passions and celebrate each other’s quirks,” explained Ciara Garratt, Account Manager at global brand experience agency Sense, which is running the campaign.

“Barefoot want to remove any pretentiousness surrounding wine and make it more fun and less serious. The concept has worked so well that we’re proud to be rolling it out for a third year in succession celebrating the fact that people feel happier when they are comfortable in their own skin and free to express themselves.”

The #BareYourSole tour will visit a range of locations between 4 and 29 July, including Liverpool, Leamington Spa, Manchester, London, Oxford, Brighton, Coventry, Bristol, Cardiff, Cheltenham and Birmingham.

The post Barefoot’s Bare Your Sole campaign uncovers people’s quirks to champion diversity and inclusivity appeared first on Sense London.

Spindrift Takes a Sip of Mistress

Mistress is excited to announce a new relationship with fan-favorite beverage brand, Spindrift. The award-winning creative agency has been tasked with launching the sparkling water’s first national advertising campaign, supporting Spindrift’s quadruple-digit revenue growth through the evolution if its “Yup, that’s it.” brand awareness campaign.

Through a series of video spots, an out-of-home and print ad campaign, social media, paid social, and editorial activations, amplified by the celebrity star power of actress Kristen Bell, Mistress aims to leverage its experience working with brands like Red Bull, Coca-Cola, and NOS Energy Drink to launch Spindrift into the national spotlight.

The initiative will continue into 2019. More here.

Spindrift TV Spot
Grapefruit Spindrift Advertising
Spindrift Ad Campaign Lemon
Spindrift Mango Orange Beverage Marketing
Spindrift Beverage Advertising

 

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Introducing the real 2018 FIFA World Cup winners

This summer we have been pinned to our seats in anticipation, with England making it as far as the semi-finals in Russia in the 2018 FIFA World Cup.

Billions of fans have watched the tournament with bated breath, to see whether their national heroes could bring home the legendary title. With football being the most popular sport in the world, sponsorship offers the biggest chance for brands to reach and influence a global population, but some people might debate that the cost of this outweighs the benefits.

Meet the players

 

There are seven official partners for FIFA, but if you were being honest, how many of those could you actually name?

Well, just in case you couldn’t recall, they’re Coca Cola, Adidas, Gazprom, Qatar Airways, Visa, Hyundai/Kia and the Wanda Group. Each of these pay around $1.25 billion dollars. A hefty price tag for official association. And then, to add a little bit more confusion, there is also a secondary tier of FIFA World Cup sponsors, as well as Regional Supporters.

2018 sponsorship has been a much harder sell for FIFA; following their corruption scandals, Johnson & Johnson and other long term sponsors such as Castrol and Continental ended their association. According to Nielsen Sports’ research, their revenue fell from $1,629m (£1,214m) for the 2014 World Cup in Brazil, to an estimated $1,450m (£1,085m) this year.

This interestingly has opened up opportunities for Chinese and Asian companies to market through sponsorship to global markets, and as a result we’re seeing more diverse brands, relatively unknown to the Western market, being promoted.

The ultimate global platform

 

But the bottom line is that $1.25 billion is the kind of sponsorship budget most companies can only dream of. Sponsorship of football is a status symbol for a brand – the holy grail. Would that kind of money produce more measurable, attributable results being spent on advertising, or digital? Very probably. But being involved in one of the greatest and unique sporting events in the world, when you have access to that kind of budget, would be difficult to resist.

GlobalWebIndex have conducted a survey of over 80,000 people and estimate that 47% of the global online population will watch the World Cup either online or on TV. In Latin America that figure climbs to 65% (but is only 23% in North America). The appeal of the tournament also extends past normal football fans. Wives, children and those who wouldn’t normally watch national league matches, get caught up in the patriotism and excitement. For example, in Europe just 25% of the online population watch the Premier League, but this will rise to 47% for the World Cup.

So what can’t be debated is that regardless of the huge costs involved, FIFA sponsorship – offering access to 3.5 billion passionate people in over 200 countries watching at home – is the ultimate way to showcase your brand on a world stage.

Get in touch

This article is published by Golley Slater Results Marketing.
We’re always happy to start a conversation.

+44 (0)1285 852 320

The post Introducing the real <br>2018 FIFA World Cup winners appeared first on Golley Slater.