Backslash’s Post

"Perhaps often said, but creativity can’t live in the creative department. The best companies have it infused throughout, so it touches every department." Jordan Doucette, Dentsu Creative Canada's CCO and newly appointed President, speaks to LBBonline - Little Black Book about the complementary skill sets of creativity and business, and why she has a raging case of optimism for the future! 🔗 Read the full story here: https://lnkd.in/dEMBRYhE

We talk to co-founder Fernando Musa about how the network is evolving with age, plus how he balances his unusual dual roles as chairman at David and CEO at Ogilvy Brasil

Connection to culture matters more than ever. This means that you if you have a genuine connection to the culture of the people you are aiming to reach. In our case, we know them because we are them. When you’re deeply connected to culture, you can move much faster and more effectively than those who are not. We don’t need to spend six months immersing ourselves in a company to help them reach their goals. We fly in like a hit squad and get quantifiable results ASAP. Large ad agencies are feeling the pain, laying off hundreds while we’re steadily growing. Why? Aside from the fact that Oscar Pena and I are two charming mofongo-eating New Yorkers, we believe this is because of our relentless transparency and effectiveness. Our connection to culture is our superpower. “This is the best campaign we’ve ever had,” said by all of our clients. That means the money they spent on us turned into a hefty ROI for them, and that’s always our #1 goal. Talk to us at DOF Media Agency (Luis Guzman voice) Original image of freestyle, time-traveling Luis Guzman by us. #multicultural #multiculturalcreativeagency #multiculturalmarketing #DOFNYC

Every creative should have the opportunity to work at least once with a client as good as Ricardo Malaquias. Learn more about Ricardo in this fine LBBonline - Little Black Book interview.

VML’s Debbi Vandeven is the most-awarded CCO in the world in this year's World Creative Rankings. The Drum's Amy Houston managed to pin Debbi down to find out more about her creative career and what has kept the year's most-awarded creative chief at VML for over two decades. Read it here: https://lnkd.in/eb6rEspf Check out which companies made the World Creative Rankings here: https://lnkd.in/ectTDakt #advertising #creativity #mycreativecareer #worldcreativerankings

**New Video style Alert** Are agencies missing out by leaving Creatives at home instead of taking them to Cannes? I have been speaking with very senior creative directors at various agencies and I was amazed to learn that they weren't being invited to Cannes. Hell, it's even called Cannes Lions International Festival of Creativity. Instead it was the account directors sent to schmooze existing clients and meet new clients. I was shocked by this. I learned many years ago from Damien Marchi the importance of creatives when looking to build better gaming campaigns. How they create emotions with clients and sell dreams and outcomes. They don't just think outside the box, they don't recognize the box's authority. That they are often the people that can illustrate the need for better investment in both creative and media. So why leave them out of one of the biggest events in the media calendar? Next year let's see more creatives out in Cannes Lions International Festival of Creativity and watch how your business grows 🤑 To all you creatives, I hear you and I've got your back ✊🏽 Love ❤️, Peace ✌🏽 and Chicken Grease 🐔🍗 Seika Media #cannes2024 #toomuchrose #whathappensincannesstaysincannes #media

Ask a Gen Z or Gen Alpha who their favorite celebrity is, and you might get the name of an internet star. So how did we go from stars being born on television to now being born on social platforms? Cynthia Aguilar is the Regional Senior Brand and Content Director at Visa LAC, and she joined us on #MarketingForTheNow to talk about her experience witnessing the impact of the digital shift. Watch the full episode on our YouTube channel through the link in the comments! #attentioneconomy #socialmedia #digitalmarketing #tvc 

#ThrowbackTuesday ! On the last day of the #KBC shoot with the charming #SRK (2007) . This was the only picture that we took on the sets after SRK met and took pics with everyone who came to be a part of the studio audience. Everyone in the audience would wait for it and he would patiently do that after every shoot. I heard him once say, " I am here because of them " . He was very clear on who created his brand equity. While we ( media , PR, shows , Corp comm ) were all facilitators , he was loyal to his fans. As the PR representatives it was not easy to not go ga-ga over his wit and charm ( why ? see this post https://lnkd.in/eAVhWfnj ) . But well, we were the in charge for the media meets, so we had to be restrained with our enthusiasm and graceful about how we conducted ourselves. And this pic was worth the wait. Throughout our engagement with him , he taught us a lot more about brand reputation, brand credibility, building trust and loyalty than most B-Schools. Sharing the ones that resonated with me :   😍   Be humble & genuine in all your interactions   😍  Know your target audience and prioritise them 😍  Don’t pull someone down for your own gain 😍  Be the bigger person. The good karma will always come back to you 😍   Wait for your moment. It will come. When it does capitalise on it. But with grace and charm.   😍   Self-deprecating humour almost always puts everyone at ease 😍  There are many ways of not answering a question and saying no 😍  Humour helps put everyone at ease 😍   You can have a difficult conversation without being disrespectful 😍 Loyalty, respect and admiration cannot be taken for granted. You have to earn it every single day. P.S : This was pre selfie era . I volunteered to take the pic for my team but am glad they dragged me on to the set and insisted I be a part of the pic. Learnt a little about living it up from them. #brandbuilding #brandreputation #pr #publicity #industryinsights #LoveMyWork #StarWorld #StarOne #StarPlus #KBC  #evergreenlessons

Inflation, rising food costs, and AI-generated budget recipes. It's rare that brands actually have the ability to be 'relatable' to their consumers, but this campaign absolutely nails it! "The Inflation Cookbook" campaign by Dentsu Creative x Food Banks Canada | Banques alimentaires Canada is a great example of the creative way data can be utilised to create a stronger emotional connection with consumers through their everyday, real life struggles. Gen AI beautifully integrates into the app with custom recipe generation aided by #Midjourney visuals that allow the user to truly feel listened to about their specific needs and concerns. Definitely warrants a Gold Media Lion at the #CannesLions2024! #artificialintelligence #digitalmarketing #advertising #generativeai #dataanalytics #inflation

As another #Canneslions wraps, tune into the latest episode of The Human Element where we are joined by Prerna Singh Mehrotra, Chief Client Officer and Media Practice President at dentsu APAC, and Rafik Belmesk, Chief Strategy Officer at Dentsu Creative Canada, who took part in this year’s Cannes Lions Jury, to discuss key themes around the award winning work, how the craft is evolving, and the importance of Cannes for brands.  https://lnkd.in/eHqvufHk #TheHumanElement #CannesLions2024