Business

This post was created in partnership with Monks Marketing costs are rising at the same time as AI’s capabilities. No one wants AI to take over their creative roles, but […]Read More

This post was created in partnership with Teads Key takeaways Brand and performance marketing teams, long-time frenemies, have traditionally competed for C-suite love, attention, and budget. But unifying these two […]Read More

This post was created in partnership with Sparks Key takeaways A clever ad can make an impression, but a powerful brand experience creates a memory. It’s that memory that builds […]Read More

This post was created in partnership with LTX Studio As the digital media landscape is increasingly reshaped by AI, marketing and advertising teams are grappling with how to best utilize […]Read More

The Beatles changed music. Starbucks changed coffee. Perhaps your project is aiming to reach a large audience.

Consultants call it market share. What percentage of the available market have you reached with your idea? No one hits everyone, but many organizations seek to be a monopoly, or perhaps noticeable in scale.

This flies in the face of embracing the smallest viable market. When we’re seeking scale and market share, we need to think about everyone. We need to aim for the middle, sand off the edges, and become the normal, practical, popular choice.

Along the way, hard-working leaders think, “Hey, if we shoot for 40% market share and end up with just 3%, we’ll still be fine.”

The thing is, you don’t get to 3% of the market by trying for 40% and failing.

You get there by embracing the 1% and doing such a good job that the word spreads.

The smallest viable audience gives you focus, traction and positive direction. The smallest viable audience takes humility, guts and responsibility.

Instead of seeking to fail your way to enough, it makes more sense to commit your way to better.

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Havaianas has appointed GUT as its first-ever global creative agency of record, as the brand aims to expand its presence beyond Brazil and into global lifestyle territory.Read More

When brand visibility is measured in nautical miles.Read More

Nothing is perfect…

But everything can get better.

There’s never enough time…

But there’s time enough to make a difference.

Someone will always be opposed to the change we seek to make.

And there’s always someone who wants to help.

Anything can happen…

But something will.

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This is the way to understand business-to-business selling.

After you’ve left with the purchase order, what does the buyer tell the boss? What does the boss tell the investors or the press?

This helps decode why giant companies like Google or Facebook buy a company or don’t. It explains why McKinsey can charge 20 times as much for consulting as a former McKinsey consultant can. It explains why TV ads continue to be purchased, and why it’s so difficult for a new entity with a better product to get traction.

“What will I tell my boss?” is the key question.

If you don’t have a good answer, the person you’re calling on will default to, “it’s just like we used to have, but cheaper.”

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WPP agencies collected 168 Lions in total, including one Titanium Lion, 10 Grand Prix (including the Glass Lion for Change), 23 Gold, 53 Silver, and 81 Bronze.Read More