20th July 2021
Provocation in the News
In our latest news, we celebrate top women in the media, take a look at new insights on the continuous digital transformation, all the latest work and more.
Cynopsis Media's "Top Women in Media"
Danielle Koffer, our Chief Client Officer, USA, was awarded in Cynopsis Media's “Top Women in Media” list, spotlighting women who are innovators and risk-takers, instrumental in driving our industry forward. The winners will be honored at a special awards ceremony in October.
Read the full list of Cynopsis winners here
Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections
Catalyst and Xaxis, in partnership with London Research, launched a new report featuring original research/surveys of marketers and consumers alike on the digital transformation accelerated by COVID. Christine Peterson, our Digital Investment Lead, U.S., talks about audience-based planning:
“Our most active conversation is about the shift from channel-based planning to audience-based planning. We’ve been advocating this for years, but somewhere in the strategy it gets taken back to budgets by channel. Those clients who have adopted the mentality of audience-based targeting, and those stepping away from feeling ‘I have to invest in every channel,’ are the ones who are the most successful.”
New Work: SweeTARTS
SweeTARTS launched a custom music mixer to grab the attention of Gen Z and get them to submit a beat for a chance to win one-on-one, virtual studio time with Christina Aguilera. Mindshare led the strategy and execution of a campaign based on driving traffic to the mixer. This consists of a partnership with TikTok, which includes TikTok creator posts as well as paid amplification behind brand assets. The team is also reaching Gen Z with audio spots on Spotify and paid posts on Facebook and Instagram, including one Instagram story from Christina herself.
New Work: Unilever, Degree
Sports Business Journal called out Degree’s #BreakingLimits campaign with Mindshare as the best campaign yet around the recent move for college athletes now legally able to be compensated for their name, image, and likeness (NIL).
Best campaign: Degree deodorant’s #BreakingLimits team is everything good about NIL. It uses a diverse group of 14 male and female athletes from a variety of sports. Kudos to the Unilever brand and its agency, Mindshare.
This Week's POV
Facebook announced the launch of new bonus programs designed to keep creators in its ecosystem. At the same time, Twitter announced the end of one of its own creator-focused offerings – Fleets.
Read the details and implications
