Rodrigo Coelho

Is your brand suffering from banner blindness? Click-through rates for standard display ads in Canada have plummeted to just 0.06%, and email open rates are 20-30%, while direct mail open rates vary from 90-100%, depending on the direct mail format you choose. Discover how to improve results by incorporating direct mail into your omnichannel marketing campaigns. Give one of our direct mail experts a call at (416) 752-8100 or visit our website to learn more > https://lnkd.in/gDrbTTHr #digitalmarketing #marketing #advertisingandmarketing #strategy #sales #contentmarketing #directmail

3

We're thrilled to release our inaugural IZEA Trust in Influencer Marketing report for Canada 🇨🇦, showcasing breakthrough insights into how influencers are transforming Canadian consumers' purchasing behaviors. Here's a sneak peek on what we've learned... 67% of 18-to-29-year-olds are making purchases inspired by influencers, underscoring their pivotal role in consumer decision-making. 51% of 18-to-29-year-olds are embracing social commerce, making in-app purchases on social media platforms. 40% of young Canadians are turning to TikTok for product research before making a purchase, showcasing its growing influence. 62% of social media users trust influencer posts more than those from A-list celebrities, highlighting the power of authentic connections. You can download the full report here:

4

Get better results from your Neighbourhood Mail campaigns with Precision Targeter. 🎯 This powerful tool allows you to fine-tune your mailing audience so you reach the right people. By honing in on the ideal demographic, you can increase response rates and ROI. ✅ Watch this helpful video from Canada Post that explains how Precision Targeter works to target neighbourhoods and households precisely. 🔍 Check it out here: https://bit.ly/3FIYRXY #PrecisionTargeting #DirectMail #TroiMailing

1

With the news of DDB, BBDO and TBWA Canada merging into “Omnicom Advertising Services”, it’s officially a new era in the industry. These were three of the most dominant advertising agencies in the country for decades. Anyone working at or with these companies around the world - this is what’s coming. It’s not if, it’s when. So please prepare yourselves. Play chess not checkers with your career and livelihood. You’ve got to look after yourself and your family and you need to start planning what’s best for you right now. To all CEO’s, Boards of Governors, CMO’s, VP Marketing, Director of Marketing, Marketing Managers, CFO’s, COO’s and so on: The agency world is being massively disrupted (it has been for a while but it’s now in high gear) and I highly recommend you start looking at Plan B to protect your brand and put it into a position to thrive. Independent agencies around the world are thriving. They’re doing great work for clients because the people running those companies have skin in the game. If you do really well - they do well. Independent agencies are just hustling more. Independent agencies are running circles around the bigger, slower moving international companies. They’re doing really great work that’s working. Many of the most talented people in our industry have now moved over to working at an independent agency. When you hire an independent agency, the money goes back into the business. A great independent agency will hire the very best people. They’ll invest in tech. They’ll invest in things that will help your business thrive. They win if you win. Reach out and meet an independent agency or two and see if they’re the right fit for your brand and your team. If so, just try them on a project and let them earn their work. Don’t ask them for any free speculative work because that’s unethical. But sample them on a project. It’s the perfect time to try something new. There are many great independent agencies in cities and countries all over the world who are doing fantastic work. We at One Twenty Three West are just one of them and we’d be happy to connect. 123w.ca ***People from all over the world are going to read this post. All independent agencies are welcome to promote their business in the comments. Share the thread.

653

77 Comments

CANADIAN CONSUMER INSIGHTS: Our latest Canadian Marketing Association podcast shares many new insights on how Canadians are feeling and what brands can do to help and deliver on their needs. I thoroughly enjoyed my latest CMA Connect conversation with Ben Tarr, President, and Tahir Ahmad, Chief Strategy Officer of Leo Burnett Canada about their HumanKind Study. 💡 After two years where the tough economy and other challenges had Canadians feeling beaten down and like we lost a lot of control, we've now decided to re-emerge and take back control. It's an encouraging mindshift and powerful insight for brands. 💡 The study now includes data from the U.S, which led to interesting learning on differences between Canadians and Americans. You can learn more here: https://lnkd.in/gkdQe5kg #canadianconsumers #cmaconnect #marketing #research #consumerinsights #brands

14

4 Comments

Again, what you're not, can be more differentiating than what you are! This example from Burger King, from 4 years ago, is boldly different, and rooted in what they're not, producers of food loaded with preservatives. This bold move led to a 14% increase in sales, 8.4 billion impressions, $40 million in Earned Media Value, and an 88% boost in positive brand sentiment. #brandstory #brandstorytelling #differentiation #videomarketing https://lnkd.in/gsEGx_ib

8

2 Comments

“Fast-vertising” is a concept we leveraged at /newsrooms, merging marketing with the pace of breaking news. It’s still a concept many marketers stuggle with, trying to keep up with content production across all their owned channels, citing lack of resources, approvals and compliance as roadblocks. Little do they know the vast majority of this content can be pre-planned and engrained in corporate processes so you’re able to remain compliant but still react strategically……it is possible and successful.

32

2 Comments

Absolutely agree with Scot Keith. CMOs, take note: as mass media fragments, independent agencies are the places flexible and nimble enough to adapt. Todays conglomerate agencies are not well suited for the speed of change. It’s time to rethink and strategize for the future. Independent agencies offer dynamic, tailored solutions specific to niches in the market. Find one that matches your brand and your audience. It’s time to explore new possibilities and partner with agencies that have skin in the game. It’s time to kick the wheels on how independent strategically focussed shops like us at Swell Content or the great people at 123w (One Twenty Three West) can drive your brand forward. #Advertising #Marketing #Canada #IndependentAgencies

4

Advertising/Marketing/PR/Comms as an industry is absolutely unrelenting. About a month ago, I had a lengthy conversation with Denise Gorgosilich about the day-to-day schedules of folks in the industry, and how it's mostly just focused on survival. People within the industry and outside of it expect us to be up to date on the newest thing and newest trend, when we haven't even fully learned the last thing. If it's not the next date of significance, it's the next technology, or the next SaaS tool. When I talk to people about this issue, I'm often met with, "it's not just your industry...accountants, lawyers, doctors, etc. all deal with this". But as per this brilliant IPRA International Public Relations Association article shared to me by Iselin Klev (thank you!), our industry is different mainly because it's extremely undervalued. Here's an excerpt from the article: "We live in a world that demands as much professionally from us as lawyers, management consultants, and business leaders. Yet, our contributions are not recognized at the same level as these three categories of professionals. And there lies one of our fundamental problems: The recognition of and willingness to pay for the value of our services has not kept pace with the increased complexity of our everyday life. We are relatively underpaid for deliveries that require more from us. The reason is that even in a world where companies live and die by their reputation, PR still does not have the same recognition as finance or law among the buyers of our services." As Deyra Jaye Fontaine mentioned before to me, a lot of this is self-inflicted by industry folks themselves, but when everyone else around you is doing it and expecting it, it's hard to change. We need more conversations around this sooner as more and more professionals are leaving the industry, while less and less of the younger generation is interested in working in it. And I don't blame them. Article: https://lnkd.in/gPTFNMaa #WorkLifeBalance #WellBeing #MentalHealth

27

10 Comments

🗣️ "Progressive advertising must be seen as a vital element of corporate strategy. It is a way for brand owners to strengthen the value of their brand assets, which in turn pays off with higher customer value and, ultimately, sales performance." 👏🏻👏🏻 - quote via "Inclusion = Income: The Business Case for Progressive Advertising" (link below) Very excited to read the full report by Unstereotype Alliance in September! Learn more about it here: https://lnkd.in/gi_74J_5 #JEDI #EDI #DEI #DEIA #InclusiveMarketing #InclusiveCommunications #InclusiveBranding #InclusiveAdvertising #InclusiveResearch #InclusionMatters

4

For the "go woke, go broke" crowd that permeates through many brands across North America and beyond... ...I'm happy to say that you're wrong. A whopping *75%* of consumers globally say that "diversity and inclusion – or a lack thereof – influence their purchase decisions." This comes from Kantar’s 2024 Brand Inclusion Index - a survey of more than 23,000 people in 18 countries. Valeria Piaggio, Global Head of Diversity, Equity and Inclusion at Kantar, expands on this: "It’s a myth that inclusion marketing is about marketing to minorities. Inclusion marketing is expansive marketing. One of the fundamental ways to grow your brand is to predispose more people to it. Yet when brands exclude consumers – whether that’s because people don’t feel welcomed when shopping in store or their advertising doesn’t reflect diverse communities – it’s an easy miss. Millennials and Gen Z prioritise diversity and inclusion even more than other groups, and as these populations grow in size and buying power these issues will carry more weight. Brands will be rewarded if they stand by their values – especially in the face of vocal communities which stoke the culture wars by pitting minority groups against one another.” So in the wake of so many brands cutting back on their #DEI staff and spend, treating inclusion like a checkbox that can be layered in whenever convenient, or just deprioritizing #DEI to pre-2020-like conditions, this is your wake-up call. It's time to get back on track. Your customers want it. Many are even demanding it. What are you waiting for? #JEDI #EDI #DEI #DEIA #InclusiveMarketing #InclusiveCommunications #InclusiveBranding #InclusiveAdvertising #InclusiveResearch #InclusionMatters #InclusiveWorkplace #InclusiveCulture

6

Many brands overlook the potential of the French audience when they look to build up their presence in the Canadian market. They’re missing out on a significant opportunity. Some quick geography, the French market is over 20% of the population of Canada, and that includes one of the largest urban centres in Canada - Montréal. They have specific laws that mandate that all commercials and packaging need to be in French to preserve their cultural heritage, making it a bit of a barrier for brands looking to enter. Many times we see a brand entering Canada with just English assets and treating Quebec as an afterthought - “Let’s just run our ads in English Canada”. Because so many brands make this decision, there is less supply of ads that are French focused, and we find that they are very passionate about the brands that take the time and effort to translate and convert to French. We typically see up to 2-3x higher response rates in French Canada than we do the rest of Canada, simply because of the lack of competition and the lower price for media. Additionally, we also see higher lifetime value (LTV) for customers in Quebec! On top of that, you will see lower CPM’s that let you reach a larger audience, which makes it significantly easier to hit your target frequency. Now we always ask brands “Why aren’t you doing it?” because it’s such a great area for growth and opportunity to explore options outside of English Canada. We have a full in-house production team that can translate your spot and website within days so you can start testing the market. If that sounds interesting, would love to chat further!

85

As marketer, I couldn't help but notice the intriguing challenge Starbucks is currently navigating. In the article shared by Business Insider, Starbucks revealed that mornings are proving to be incredibly busy, leading to a concerning trend of abandoned orders. Now, why is this particularly fascinating? Well, consider this: Starbucks frequently employs marketing promotions on their mobile app, enticing customers with bonus rewards for orders placed during those very morning hours. So, what gives? This scenario highlights an opportunity for synergy between operations and marketing. There's a treasure trove of insights waiting to be uncovered here. How can they optimize operational efficiency to better handle the morning rush while simultaneously enhancing marketing strategies to ensure maximum engagement and conversion? It's a puzzle waiting to be solved, and I believe the solution lies in the collaborative efforts of both teams. By leveraging data analytics, consumer behavior patterns, and innovative marketing tactics, they can not only address the current challenges but also unlock new avenues for growth and customer satisfaction.  One recent promotion of theirs I've noticed focuses on Thursday afternoon. It would be interesting to know what the data for Thursdays is during this activation. Could this promotion be a response to address the morning rush predicament they're encountering? Let's all actively seize opportunities to align our efforts cross-functionality, break down silos, and drive impactful results. #Marketing #Operations #Collaboration #Innovation #CRM

17

1 Comment

I recently took part in a fun chat with fellow industry leaders on the future of media. Thanks to Strategy/Media In Canada for the opportunity and to my colleagues for a great discussion! A few useful takeaways: 1.     Brand marketing vs. performance marketing is a misnomer. It’s all marketing. Both approaches drive market impact. We need to change how we frame how we talk about the power drivers we use to build our businesses. Marketing is a not a see-saw. 2.     AI will help us shine brightest when led by human intelligence. As we integrate AI, the big swing growth opportunities will come from critical thinking, from innovative leadership, and – often – from the unexpected. In short, it will come from the nuance, empathy, and creativity of human intelligence as the leading force. 3.     When do best practices stop being best practices? AI will continue to play a powerful role driving huge gains in efficiency and optimization. But one risk is inadvertently creating a collective race towards the average. As everyone converges on the same “AI algorithms” or best practices – effectively sourcing from the same pool – there is a risk of generating the same rote solutions. 4.     The looming battle for relevance and attention. With the annual volume of content that we generate doubling every two years and an individual’s fixed capacity to consume, people will increasingly have more choice, be more overwhelmed, and see their attention further fragmented. The result? Escalating costs to achieve the same reach and frequency metrics. We will need to continue to train our focus on delivering impact outcomes and leveraging key elements like relevance and attention to get there. As marketers, ensuring we’re making quality connections will become even more critical. Tracey Cooke Andrea Hunt Bob Park John R. Urania Agas Robert Jenkyn Sarah Thompson #FFWD5Years UM Canada UM Worldwide IPG Mediabrands Canada MediainCanada Strategy Online

62

3 Comments

Canopy IQ – the ultimate tool for monitoring and reporting all your marketing data in one place. 🚀 Get rapid access to crucial KPIs and insights tailored to you and your stakeholders. Every dashboard is customizable, harmonizing data across all ad platforms. 📊Our Account Managers are by your side, ensuring your campaign insights are measurable and optimized every step of the way. #CanopyInsights #MarketingIntelligence

3

For #Marketers and #Communicators... Here is question 16 of my #FrequentlyAskedQuestionSeries ✋🏻✋🏼✋🏽✋🏾✋🏿: Q: "I'm trying to be inclusive in our upcoming campaign TV ad. How can I tell if the commercial is tokenizing or not?" A: "Although there are a lot more layers and nuance to it, a simple way to test if your commercial script is tokenizing underrepresented communities or not is as follows; replace all the underrepresented individuals in your script with people from the dominant culture. If you do that and your script still "makes sense" ie. the story doesn't change, then likely you're tokenizing these individuals. Why? Well, people with different lived experience should experience your script's story in a different way. If they don't, likely, the inclusion of these individuals is very surface-level, and doesn't have the deep cultural nuance required to be authentically inclusive. Remember, diversity =/= inclusion" What are your thoughts? I invite you to discuss and ask more questions in the comments! --- Follow me next week for question 17 of my #FrequentlyAskedQuestionSeries! What is the #FrequentlyAskedQuestionSeries? Every week I'll answer common questions that we receive at AndHumanity, Inclusive Marketing Agency on #InclusiveMarketing and #InclusiveCommunications. --- #JEDI #EDI #InclusionMatters #InclusiveBusiness #InclusiveLeadership 

3

For #Marketers and #Communicators... Here is question 18 of my #FrequentlyAskedQuestionSeries ✋🏻✋🏼✋🏽✋🏾✋🏿: Q: "What is the most some common mistake that you see in inclusive marketing and/or communications?" A: "Brand incongruence; meaning, brands that are communicating or marketing something externally that is not authentic internally. Sometimes the performativity is subtle, but either way it's how call-outs happen. The thing is though, even if a brand is still struggling with inclusion internally, that doesn't mean authentic external inclusive communications and marketing can't happen. It just means the tone needs to change; audiences appreciate authenticity and vulnerability. In fact, acknowledging where growth needs to happen and any history of harm is not only ideal, but often necessary in order to move forward with any sort of inclusion journey." What are your thoughts? I invite you to discuss and ask more questions in the comments! --- Follow me next week for question 19 of my #FrequentlyAskedQuestionSeries! What is the #FrequentlyAskedQuestionSeries? Every week I'll answer common questions that we receive at AndHumanity, Inclusive Marketing Agency on #InclusiveMarketing and #InclusiveCommunications. --- #JEDI #EDI #InclusionMatters #InclusiveBusiness #InclusiveLeadership 

8