Adam Craw’s Post

Effin’ awesome news!   Alongside some really great work from across the industry, we’re chuffed that our work has snagged not one, not two, but six nominations at this year’s Effie Awards Denmark®. One of our core abilities is to understand and creatively solve our client’s challenges. These nominations recognise the business effect we’ve made, so this news really strikes a chord with us. Politiken, ’Valgkampagnøøøh’: https://lnkd.in/erzZb5_u -      For Profit – Intangible products and services -      Small budgets – Products/Services LAKRIDS BY BÜLOW, ’Share it with a Hater’: https://lnkd.in/eFqcNnxS -      Branded Content & Entertainment – Products/Services -      David vs. Goliath -      For Profit – Tangible products and goods -      Media innovation – Emerging & New Channels/Existing Channels Together with LAKRIDS BY BÜLOW, we embarked on a mission that sounds almost crazy – transforming liquorice haters into lovers through the ‘Share it with a Hater’ campaign. It raised awareness within key markets by 16 - 44% in 4 months. On top of that, the campaign had +100.000 people from 120 countries sign up to a waiting list promising them free liquorice within 412 years and 292 days. It’s been nothing short of insane – and effective. Working with national newspaper Politiken, our ‘Valgkampagnøøøh’ campaign not only met sales KPIs by 142.4% but also brought down CPA by 64% and improved brand image in a fiercely competitive category – all within just 29 days. Massive kudos to the incredible teams at Politiken and LAKRIDS BY BÜLOW! And of course, a huge thank you to the Effie jurors for recognizing the work.

The myth (🤷🏻♂️) around advertising industry awards is that they are overly expensive and self congrtulatory however some are understood to have grown in esteem amongst marmeters. Certainly that seems to be true of such gongs as those dished out at Cannes Lions International Festival of Creativity. 🦁 So much so they might now be included as part of their campaign success metrics. 🏆 🤵 👗 Really though? Dani Gibson takes a look at why, if so. #advertising #marketing #measurement #creativity #awards #canneslions

Very excited to be a judge for The Effie's this year. Here are my 4 big takeaways after letting my experience sink in: Strategists don't network enough. It's easy to become isolated in our worlds. Get out and pick more brains! You never know where a new approach to attacking a problem could be hiding. It's a good prescription for imposter syndrome too 😉 A good idea is only as strong as the environment it lives in. A smart comms strategy is paramount to making any idea sing in our extremely fragmented digital lives. Selling a client on a crazy idea takes masterful (and simple!) storytelling. How can a simple insight drive massive results? What connective tissue is needed to get your partners to see an opportunity the same way you do? Strong client relationships matter here too. Building trust and excitement with smaller projects can go a long way in the end game. Never copy & paste your case studies. Take the time to hone, simplify, and romance for the category you're entering work in. The story of how a campaign came to be is just as important as the idea itself. Big results mean nothing without context. Simplicity is also key here. Remind yourself judges are going through piles of submissions. Best of luck to all of the entrants this year. I'm not envious of the tough decisions the final judges have to make!

⭐️ Star Awards Showcase In case you missed it, last Friday we launched the 2024 Marketing Society Star Awards. 👀 See the Call for Entries: https://lnkd.in/etxVif-T 🗓️ Join us at our free virtual event on Wednesday 6 December from 2pm - 3.15pm where we'll provide hints and tips on how to prepare a gold-winning Star Awards paper. Kirsteen Beeston, Star Awards 2024 Chair and Global Marketing Director - Bowmore, Auchentoshan & Irish Whiskey at Beam Suntory, will Chair the session and Hugh Burkitt, Judging Chair, will provide invaluable insights to what the judges look for in a winning entry – and what to avoid. He will also answer questions on the judging processes for anyone interested in being a judge. 🏆 We'll hear from Gold-winning campaigns from the 2023 awards including: EssenceMediacom Scotland - Cure Your Flight Shame Republic of Media & Thirst Craft - We Also Make Whisky Multiply and Johnson & Johnson - Have You Met Donkey? - How Listerine Cleaned Up In Tesco in 2022 Who will give you advice on: ⏳ Timescales and how much time to allow 🤝 Collaboration and who to involve from both the client and agency perspective 📄 Structure of the paper and how to tell a good story 🚫 Pitfalls to avoid 📈 Presentation of your paper and what to consider 🤔 What is important to include and perhaps what you should leave out ✔️ Important questions/checklist before you hit the submit button Register for free here: loom.ly/HxDb63w

In the 6th week of hospitality marketing strategies, Professor Ron Caughlin taught us about the Integrated Marketing Communications. Integrated Marketing Communications (IMC) refers to the strategic coordination and integration of various marketing communication channels and tools to deliver a consistent and unified message to target audiences. We studied about the IMC mix as well, which has following elements:- 1). Advertising 2). Public Relations 3). Sales promotion 4). Direct Marketing 5). Personal selling 6). Digital and social media marketing 7). Sponsorships and events 8). Point of purchase(POP) 9). Word-of-Mouth (WOM) Marketing #HOTL752 #marketing #socialmediamarketing #publicrelations

𝗣𝗮𝘀𝘀𝗶𝗼𝗻 + 𝗽𝘂𝗿𝗽𝗼𝘀𝗲 = 𝗜𝗺𝗽𝗮𝗰𝘁 When you live your passion daily, it gives the opportunity to do amazing things and to enjoy it a lot! 🌟 Passion is the rocket fuel that propels us toward greatness, and in marketing, it becomes a force for positive change, touching hearts and transforming society. 🌟 When we channel our passion into purpose-driven marketing, we create campaigns that resonate deeply, inspire action, and leave a lasting impact on the world. For me, it is for example right now the opportunity to serve as a judge for the prestigious EFFIE marketing contest this year. So, as I prepare to judge the EFFIE contest, I can't wait to powerful passionate marketing campaigns... and how they translate into meaningful, tangible results for a better world! #orgullosamenteJuezEffie #proud #marketing #sharingiscaring

"If you're the smartest person in the room, you are in the wrong room." But yesterday, I definitely was in the right one. I was happy to join a group of fantastic marketing experts to discuss the campaigns submitted for this year's Effie edition. It was 8 hours of discussions about consumer insights, business goals, tactics relevancy, and attribution of results. Not to mention the fantastic, real-life market data from multiple product categories we learned from the applications. If you're pursuing a career as a strategist, then becoming a part of the Effie jury is like a dream come true. Thanks for all the talks: Marcin Andrzejczyk, Daniel Biegaj, Ewa Doligalska, Konrad Filipczuk, Kamila Haciuk, Paweł Loedl, Krzysztof Lojek, Damian Lüdke, Pawel Modzelewski, Marcin Piecewicz, Paulina Rekosz, Piotr Szeleszczuk, Anna Maria Szutowicz, Marta Tylewicz, Sebastian Wezyk, Karolina Witecka. Last but not least, thank you Wioletta Kowalczyk-Zelek for the support from SAR side and Michał Arament for moderating the group. See you soon! #effieawards #marketingeffectiveness #inspiration #advertising

****Danger****. *****Controversial***** *****Highly Opinionated***** This could be misread as the pot calls the kettle black; I will accept that if interpreted this way. Ahead of Cannes, I wanted to raise a question for all in the marketing ecosystem. There's a noticeable trend among highly recognized CMOs prioritizing their personal accolades and public appearances on Linkedin. This award, that ranking, and a constant banter amongst a few very senior, highly talented CMOS. The focus is often on collecting awards and acknowledging speaking spots at expensive boutique events that aren't for the masses (rhymes with Hospital) rather than diving deep into enhancing partnerships that are crucial for mutual success. Have Marketers gone too far in promoting their personal brands? Should they better balance their public roles with their fundamental duties, ensuring their teams and clients truly benefit from their expertise and not just their fame? Do we shift the conversation more openly about... - true collaboration and what it takes - the trend to diminish an agency and reduce it's ability to have a return on investment - the death of long-term relationships - the impact of procurement in managing relationships - creativity; brand vs. performance marketing - emphasis on creativity that builds brands over time vs. driving quarterly/weekly boosts in sales at the exclusion of the long-term - promoting agencies and talent vs. themselves This is meant to be a discussion. I'm open to all opinions. It's an observation not a fact. I may be overly sensitive to what I am seeing. Maybe, maybe not. I'd value your view as I form my own. #Chiefmarketingofficer #CMO Association of National Advertisers Ad Age ADWEEK #soulpurposeinc

Nice article about the importance of agency and client relationships....a topic that has always been near and dear to my heart.

Our very own Matt Peterson was invited to judge this year's Effie Awards, whose mission is to lead, inspire, and champion the practice and practitioners of marketing effectiveness globally. Here are a few words from Matt after last week's judging session: “Effie has no predetermined definition of effectiveness. Effie is open to all forms of effectiveness”. I liked seeing this statement in the opening paragraph when I opened up the judge's guide. More sales/profit is the ultimate goal whenever we set out, but there are many steps to achieving that outcome. I think it’s good to recognize all the victories along the way. A well-executed stunt here, a well-timed video there…no one can really prove without a doubt which piece of marketing ultimately led to someone saying, “Yes, I’ll take one!” But I enjoyed seeing the variety of challenges and solves, as well as the variety of spin used to show results ;) When client and agency are aligned on the goals, they’re honest with each other about what success looks like, then that’s what matters. The best entries told those stories in the most compelling ways, plus the work had to be great. It all comes back to how many widgets did you sell, but also, how well did you sell your teams' role in making that happen? I appreciate the Effie's focus on the cases we build to prove that what we do really works!