REBORRN ads

At P&G, marketing is just one ingredient. The real job is brand building: the product, the packaging, the way it reaches the store, the business model, and the people behind all of it. For her first interview in the role, Federica Pompei (Europe Chief Brand Officer, Procter & Gamble and Senior Vice-President Baby Care Europe) sat down with our partner Dafni Prosalika to show us how that factory works. In our latest Marketing Factories Episode: 🧼 𝐁𝐫𝐚𝐧𝐝, 𝐧𝐨𝐭 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠: why P&G made the switch on purpose, and what a brand builder actually owns. 🧼 𝐅𝐫𝐨𝐦 𝐦𝐨𝐧𝐨𝐥𝐨𝐠𝐮𝐞 𝐭𝐨 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐚𝐭𝐢𝐨𝐧: what has to change inside a company built on control, from mindset to approvals that take days, not months. 🧼 𝐀𝐈 𝐚𝐬 𝐚 𝐛𝐞𝐭𝐭𝐞𝐫-𝐰𝐨𝐫𝐤 𝐠𝐚𝐦𝐞: why the time AI gives back should go to thinking and curiosity, not more assets. 🧼 𝐈𝐧𝐬𝐢𝐠𝐡𝐭𝐬 𝐜𝐨𝐧𝐬𝐮𝐦𝐞𝐫𝐬 𝐜𝐚𝐧'𝐭 𝐭𝐞𝐥𝐥 𝐲𝐨𝐮: from nappies designed for premature babies to Fairy Skip the Soak, a product named after a consumer's own words. And the line every brand builder should sit with: "the best insights are the ones consumers are not able to tell you." So how do you keep a brand consistent while letting the world talk back? That is the 58:hours challenge Fede leaves us with. Watch the full conversation now. 👇 Link in the comments. In partnership with the European Association of Communications Agencies (EACA) and Effie Awards Europe.

“The best insights are the ones consumers are not able to tell you”. This quote by Federica Pompei reminded me of the classic Henry Ford line about faster horses. But if you listen to the #marketingfactories episode that's out now, you'll really understand that P&G really walks the f** talk🔥. There's so much i want to share about this episode, but i decided consumers insights is where i'll start, as the mechanics Procter & Gamble puts in place blew my mind. Grasp this: Every single week more than 800 parents visit the Pampers R&D centre to change their babies' diapers in front of researchers or marketers. Same for shaving products and every other category. They witness an equivalent number of consumers, every week, inside their homes 🤯 . One can say a lot of things about the impact creativity and emotion has on effectiveness, and P&G is often guilty of going pure functional (perhaps with the exception of campaigns like “Like a girl” or “P&G Moms” from the ones i have TOM). But honestly, if the ultimate consumer currency is trust, NOTHING beats in the hearts of consumers a product that just does what it promises, and the only way to deliver on that promise, is nailing a real need with an outstanding product. "Skip the Soak" is probably the most P&G case of all that we talked about. When I was studying in the UK, I remember the massive piles of dishes sitting in disgusting water in the dorm, because that’s how people had learned to do it. The UK consumers didn’t say it was a problem. The team just witnessed it. Then they didn’t just build a product that would help consumers “skip the soak”, they literally named their product like that! I think that no matter how many synthetic audiences we build, it will take a while - if ever - to get the freaky fact that a consumer hasn’t even thought of himself. Links in the commentsk

The Guinness Marketing Factory is now OPEN and I know you've been waiting for this one, as it was our most popular trailer by a distance! Links in the comments. Things Grainne Wafer shared with me that i still think about 3 weeks later: 1. Growth is a decision before it's a plan. "You have to have a growth mindset. You cannot accept the status quo." "If you assume all bets are off, you still have to deliver growth for your business. So, how are you going to do that?." 2. "If you're betting on category growth for growth, you're probably not doing the best by your brand." 3. Your own rules are your ceiling. Guinness wasn't a summer drink. Why? "It was of our own doing, because we switched media off in the summertime and we didn't activate in the summer. So we were sort of activating in nine months of the year and then going dark for the summer months." They turned the ads back on. "Now the summer period in Ireland is as big as the rest of the year." Her lesson: "Think about the choices you're making that could be creating barriers on your brand." 4. Watch what fans do with your product. Then be ruthless about what's a fad. "They were putting their electric toothbrushes into their pint of Guinness to see if they could get more surge." That became Nitrosurge: a direct-to-consumer technology product, now in 1/4 homes in Ireland. 5. Brand homes are recruitment machines. "One in five of the visitors who come here have their first-ever taste of Guinness here. We know that 11% of our Guinness drinkers in GB can be directly attributed to having had their first Guinness here. So when you ask, 'What's the role of these brand homes?' it's about recruitment." 6. "You’re moment in a 267-year history. So you need to make that moment count." REBORRN European Association of Communications Agencies (EACA) Effie Awards Europe Niamh Commins Alice Randall Diageo

Here's the hardest brief in marketing: make people love a brand they never think about. As Chief Brand Officer of Deutsche Telekom, the world's most valuable telecoms brand at $96.2 billion, Ulrich Klenke's problem is that connectivity has become invisible: "everything is accessible, and it's all the same." That's the challenge at the heart of our new Marketing Factories episode. Dafni Prosalika sat down with him inside Deutsche Telekom's headquarters in Bonn. His answer is a masterclass in doing the opposite of what most brands his size do. Producing entire campaigns with AI. Handing creative control to his markets instead of headquarters. And refusing, in his words, to ever be mainstream. 🔗 The full conversation is out now. Link in the comments. In collaboration with the European Association of Communications Agencies (EACA) and Effie Awards Europe.

The playbook for "never being f****** mainstream" is out today in the latest #marketingfactories episode 🫳🎤 Ulrich Klenke, Chief Brand Officer at Deutsche Telekom, talks to me about: 🟪 How he applies the laws of diffusion of innovation to creativity. He tells me: create for innovators and early adopters only. The volume will follow. Go directly after the volume and you risk producing "exchangeable boring shit." 🟪 His belief in federated creativity over centralised conformity. He explains how there's no global creative network in Deutsche Telekom, by design. Markets and local agency partners pitch against each other to create the global campaigns for all the markets to use. His metaphor? "A group of lions hunting, not a group of sheep feeding grass." You have to love him. 🟪 The revolution voice AI brings to telcos. Off the back of one of the most striking AI-first campaigns I've seen (seriously, go watch the whole thing), we talked about how Telekom's partnership with ElevenLabs puts voice AI directly into the network: a third voice on your call, following your conversation and completing tasks as you talk. Interestingly enough, they tested "Mia Magenta AI" with a gender-neutral voice and people were unsettled by its inhumanity, adding to the ever-growing ethical and brand debate. 🟪 Why AI demands tighter brand control, not looser. Uli arrived when the rule at Telekom was "don't touch the brand" and turned it on its head. Flexible and fluid brand system, empowered markets, less central control. Six years later, he argues almost the opposite: AI demands more control, because it increases the opportunities, but also the risks to the brands. And so much more - I can't wait to find out what you think of it! Links in the comments. REBORRN Effie Awards Europe European Association of Communications Agencies (EACA)

All you can think of is the beach but our new #marketingfactories episode is OUT NOW and it’s the inspiration you need to take you through this last stretch🏖️. I sat down with Stephan Loerke, CEO of WFA & Charley Stoney, CEO of European Association of Communications Agencies (EACA) and President of VoxComm to get their rare birds-eye view of where the industry is heading. And I say rare because between them they represent ~150,000 marketing, agency & policy professionals across 60 countries, and 150 of the world's leading brands🤯. We explore: 🎙️ Why AI has turned agency remuneration into an existential question and why clients increasingly want to buy impact, not hours. 🎙️ The ~€1 billion Europe wastes on pitching every, what it says about the industry and what we can do about it. 🎙️ The overwhelming transformation fatigue and the case for simple principles over endless new frameworks & buzzwords. 🎙️ Why, in a "sea of sameness," creativity becomes the real advantage, backed by 30 years of Effie data. 🎙️ Why effective, responsible and sustainable marketing are no longer three separate agendas, and why "license to operate" is now a CMO-level concern. And SO much more, including the one industry challenge Charley and Stephan would solve if they had 58 hours with the brightest minds on the planet in a room. Curious? Listen below: 🎧YouTube: https://lnkd.in/d-6bDnzk 🎧Spotify: https://lnkd.in/dnsypHW4 🎧Apple: https://lnkd.in/ddSMErrW REBORRN Effie Awards Europe