Felix penned this beautiful letter to his mother, describing what winning at Cannes means for himself and for his native country of Brazil. Rather than diluting the meaning of Felix’s words through translation, we have decided to share his message as it was written: in his native tongue.
I run an agency, but I am not writing this from Cannes. Rather, I am writing it from a desk filled with more coffee mug stains on spreadsheets than I’d care to admit. If you are reading this, you are likely not in Cannes either.
As marketers, we target moms and their “Chief Household Officers” status: The decision maker on everything from groceries to banking to vacation planning. We target young singles and their disposable incomes for movies, video games and fast food. We target men during sporting events to sell trucks, beer and… well, trucks. But what about DADs, per se?
Ad agencies don’t like being called “vendors.” They don’t like dealing with procurement or competing in agency cattle calls. And yet, the great divide between how agencies think and act versus brand marketers is as deep as the Mariana Trench.
Leaders exist because people follow. Brilliance is revealed in the presence of average. Heroes are exalted because they defeat villains. While I don’t support the notion of enemies between people and countries, I do believe a little strategic hate can be an advantage in business.
I’m a half-full kind of guy. As a proud alum of “Up With People,” I believe that world peace is within reach and gas at $20 a gallon is not. I think there is more right with the world than wrong and have the same perspective about my professional life. I believe the best way to fix a brand is to find what’s inherently right about it.
Irony reigns supreme on Super Bowl Sunday, as the name of the event itself doesn’t mention football: It’s also the Super Bowl of halftime shows, the Super Bowl of hype, the Super Bowl of media coverage, and, of course, the Super Bowl of Advertising.
Will 2015 be the year that we see more convergence between online and offline stores? What is the latest with mobile phones and shopping? How will the interactive shopping experience impact retail? Will consumers only do business with brands they trust?
For retailers, media is a full-contact sport. Fast and furious, most media agencies simply aren’t wired for it. Doesn’t retail move too fast and deal with too much direct and indirect omnichannel competitors to depend on bloated models or planning and buying by the numbers alone?