Ogilvy Miami’s Post

Last week I graduated, and I presented my thesis: Exploring the eventscape of the Formula 1 brand: An analysis of motivation, loyalty, and satisfaction. My study focuses on the eventscape of the F1 brand, which is based on the combination of tangible and intangible elements that are part of the atmosphere of the event and that influence the emotional responses and experience of the attendees. In this particular case I focused on the motivation, loyalty and satisfaction of the attendees at Circuit de Barcelona-Catalunya. The objective was to verify whether the tangible and intangible variables of the event influence the behaviour of the attendees. In order to answer this question, I identified the elements of the eventscape in sporting events and in terms of behaviour, what are the fans' motivations to attend the F1, the satisfaction in relation to the environment and quality and how the loyalty of the attendees is influenced by the experience. The data analysed in the study were obtained through an online survey, which was focused on people who had attended an F1 Grand Prix at the Montmeló circuit in the last 3 years. Three phases were used to analyse the data. In the first phase, descriptive statistics was used. Next, a factor analysis of the evenscape and behavioural variables was used, in order to reduce the data to later do the final phase. A bivariate analysis of these with sociodemographic and behavioural variables to find correlations between variables. The results showed that a significant relationship has been identified between tangible elements of the event and the behaviour of the attendees, confirming the importance of the eventscape in their experience. This matches with previous studies that highlight the influence of the eventscape on the emotional responses and the connection of the attendees with the event. In summary, this study provides a detailed understanding of how the Formula 1 eventscape influences the attitudes of circuit attendees, highlighting the importance of familiarity, perception of quality and satisfaction in building loyalty to the brand and the event.

Sharing my journey with EIDM - École Internationale de Mode & Luxe Master’s Degree students ✨ When you produce events, receiving warm thank-you messages a few days later always fills my heart with joy. Sometimes, those messages bring special opportunities, like the one I seized yesterday: A few months ago, one of the guests from an event I organized in Paris appreciated the way I translated the brand’s storytelling into tangible touchpoints. He invited me to speak about immersive brand experiences in his Master’s program. I was so excited while preparing the presentation, and I absolutely loved sharing my journey with students from all over the world! 🌍 It was a great opportunity to discuss my work as a consultant in Experiential Marketing: whether it's helping brands diversify into hospitality or guiding hoteliers in strengthening their brand through impactful event activations. 🪄 Some key takeaways: - Be proactive in gathering as much data as possible on your attendees/the company’s DNA - Be picky when selecting suppliers and clear in your brief to match the attendees’ values - Learn how to manage guests' emotions by creating a detailed guest journey - Be creative and opportunistic; embrace constraints, which can be a great source of outstanding results A special thank you to Michael Miguères, I had so much fun! ✨ And of course a warm thank you to the students with whom I shared this great moment: Maria Teresa Brachi Patierno Imane Fatih Sara Mills Giorgia Cavaliere Capucine Rosier Deniz Alkır Drishty Vencatasamy Camila Pedroza @vitória m. Sofia Oliveira @giorgia braga Sophie Raabon @titouan R. Valeria Tavera Rashi Haria etc. #grateful #event #internationalbranding

What does Graduation and the Cannes Lions Festival have in common? 🎓✨ As graduation season unfolds, it’s a poignant time to reflect on the journeys we embark on, both personally and professionally. This photo of me with my father at my high school graduation is a cherished reminder of those who have been pillars of support and wisdom in my life. Inspired by the work of Lucia Knell and Gabriel Reilich of Upworthy by a project to find the best of humanity (which will be released as a book later this year), I am looking so forward to a conversation with Mindy Nguyen , Robin Lickliter along with with other brand leaders at the Cannes Lions International Festival of Creativity. Hosted by Sparks we will explore the theme of generosity from both a personal and brand perspective. It's a theme that resonates deeply, as we contemplate the impact we aspire to make in the world and the role of media and partnerships in that equation. As we collectively think about the opportunity to work together within the industry, it’s crucial to remember and appreciate the good people who make our journeys meaningful. A list of just a few who have made my advertising journey meaningful.🥰 Max Schorr, Naomi Yasuda, Jessica K. Laufer, Lisa Sherman, Jill Kelly, Jacki Kelley, Shelley Zalis, Caroline Dettman, Amber Coleman-Mortley, Laura Desmond, Liz Heller, Andrea Sullivan, Kristen O'Hara, Lorraine Twohill, Jessica Sibley, Christine C. Cook, Carolyn Everson, Karen Doolittle Who has been that person for you? Who has shared words of wisdom that you carry with you? #GraduationSeason #CannesLions #GenerosityInAction #Mentorship #Upworthy #Good

Cannes Lions International Festival of Creativity has finally arrived! Here are some remarks you will hear every day around the Palais: 1. “Why the hell hasn’t anyone thought about this before?” – proven fact: great ideas make a lot of sense when they are mature and successful. The challenge is appreciating them when they are still young and fragile. 2. “I once had an idea just like this one!” – can I tell you a secret? The person behind this idea probably said that many times as well, about other ideas. So, keep trying until someone else says it about your idea. Also, remember it’s not just about the idea, it’s also about execution and delivery. 3. “Wow! How did they come up with that?” – answer: they weren’t afraid to look for it. They believed in it even when others didn’t. They found a way to sell and/or produce it. 4. “So simple, so smart!” – so hard to come up with! 5. “We would never be able to approve something like this at our agency / for our clients / in our market” – from my experience, people with a long-life span in advertising love the creative thinking process, not just the creative outcome. So… if you still enjoy the thinking part – you are fine. Also… maybe it’s time for you to decide: are you OK with thinking about solid ideas in a more conservative environment (which is not a bad thing) or is time to move to another agency or another market which can cater your hunger for more creative freedom (which is not a bad thing)? 6. “That’s a scam. It was aired maybe once.” – Creative Excellence is about real work for real clients which made a real impact. No argument here! However… there is a difference between “Creative Excellence” and “Creative Thinking Excellence”. “Creative Excellence” awards should celebrate effective creative ads which were approved by clients. “Creative Thinking” awards can also celebrate amazing original disruptive thinking in general. What if… Cannes Lions added a category for exceptional creative thinking? NO RULES. Pure creative thinking. About ideas which a jury believes should be produced, not necessarily ideas a client will approve. The prize: financing the winning idea and bringing it to life. And a Lion. Of course… 7. “Maybe next year…” – YES. There is always next year! Cannes Lions International Festival of Creativity #CannesLions2024 #CL2024 #LIONS2024 #Creativity #CreativeThinking #CreativeExcellence MindscapesCreativity

As an MBA student , I find inspiration in the story behind Coca-Cola’s iconic contour bottle—a design brief that challenged conventional thinking in 1915 by asking for a bottle so distinct it could be recognized by touch, even in the dark or broken on the ground. This level of bold innovation and attention to detail carries essential lessons for anyone looking to create a lasting impact in their field. Key Takeaways for Branding and Design: 1.Originality Fuels Differentiation: With competitors mimicking Coca-Cola's logo and name, the company chose to stand out through design. This reinforces the idea that in today’s crowded market, being uniquely yourself is what sets you apart from imitators 2.Function Meets Aesthetic: The contour bottle wasn’t just about looking good—it was designed to be functional, making it instantly recognizable by touch. A balanced approach between form and function ensures that your design doesn’t just catch attention but also adds value. 3. Build a Timeless Legacy: More than 100 years later, the bottle’s shape remains relevant and recognizable across the globe. As MBA students, we can learn to focus on creating solutions and brands that offer long-term value, rather than chasing fleeting trends 4.Consistency is Key: Over time, the Coca-Cola bottle became synonymous with the brand, proving that consistent design and messaging are critical in building lasting customer recognition . These lessons resonate beyond product design. Whether you're working on business strategies, marketing, or building a personal brand, striving for originality, functionality, timelessness, and consistency is essential for long-term success. As an MBA student, I’m inspired to incorporate these principles into my work, creating value that lasts. #Branding #Innovation #MBA #CocaCola #Design #Leadership #BusinessStrategy #TimelessDesign #Originality

🌍✨ Join us next May in beautiful Porto, Portugal for the 18th Global Brand Conference, happening from May 7th to 9th, 2025! 🇵🇹🎉 For nearly two decades, this conference—organized by the Academy of Marketing’s Brand Identity and Corporate Reputation Special Interest Group—has been one of the top academic events on branding worldwide. 📚🔥 Even though brand purpose is a hot topic, there’s still a lack of empirical studies and clarity around the concept. That’s why this year’s theme is all about "Brand Purpose: Towards a deeper understanding of the construct, its antecedents, co-creation process, and outcomes." 🌱💡 We aim to close these research gaps and spark exciting new studies! 📝 Call for papers is now open! Deadline for submissions is November 1, 2024. https://lnkd.in/e5T-A77Q Hope to see you in Porto next May! 🌊☀️ Francisco Guzmán; Oriol Iglesias, Nicholas Ind, Stuart Roper, Daniela Andreini, PhD, @Joana Cesar Machado #GBCPORTO

While your entire environment is invaded by the culture of image, managing Corporate University brands as a business has become a 'must have' as their long-term existence depends, among other things, on their brand equity. Practitioners are aware how this is an asset that must be intelligently developed and particularly protected as it belongs to those who view it, praise it or critic it. They know how it is more than a logo, a motto or a graphic chart.   Learn from GlobalCCU’s twenty years’ experience in this field - reserve your seat for our new online Masterclass on 'Branding your Corporate University like a Business' on 18 June at 9.30am-12.30pm CET for Eastward time zones or 19 June at 4pm-7pm CET for Westward time zones. At the end of this Masterclass, you will have: o  Identified what an effective Corporate University brand is and its visible and invisible components o  Identified why it is essential for a Corporate University to have a strong brand for your stakeholders, very well managed and assessed o  Taken-away a practical toolkit to help you to manage your Corporate University branding journey. Two other Masterclasses are available in May and June: Evolving your Corporate University Strategic Positioning and Mastering AI’s impact on your Corporate University. Find out more about how to enroll here: https://lnkd.in/gX-NEJPy or contact us to discuss together at info@globalccu.com #branding #brandingstrategy #corporateuniversity #globalccu

Rebranding an institution can be incredibly daunting. Your brand is the first thing stakeholders and prospect audiences see; it can make or break a connection; it needs to authentically reflect the diversity of your offering, while also being concise enough to engage people on channels that are becoming more highly saturated and more competitive than ever.   Redefining who you are as an institution starts with awareness: the ability to take a step back and review audience perceptions and stakeholder insights, in order to reposition yourself with clarity, conviction, and confidence. The Brand Education led by Zeenat Fayaz were the perfect partners to take on this initially daunting task at the University of Aberdeen. They were fantastic - not only gaining the intel we needed to provide the foundations for our new positioning, but successfully helping us gain buy-in from stakeholders along the way. The deep-dive research they provided was the gold dust data we needed to steer everything else that came after, and absolutely fundamental to the new brand's success. For anyone who is wondering about how to better stand out to audiences - and specifically prospect students during this incredibly challenging time - I would really recommend having a conversation with The Brand Education; they'll steer you towards the kind of North Star intel that you need to stand out which is so important, now more than ever.

Thanks to you, too, Udo! FeNO (fractional exhaled nitric oxygen) testing should become standard practice for assessing levels of inflammation in people with uncontrolled asthma because high FeNO=high risk of future asthma attacks. FeNOMENAL makes it easy to see and hear the risk of high FeNO for both doctors and patients with asthma. Thus far, the program has been implemented on behalf of Sanofi in Spain, China, Brazil, and France. FENOMENAL helps patients better understand what a FeNO score means, how to gauge their asthma severity, and how to take action. So proud of this work.

Divided on Cannes My Linkedin feed has been stuffed full of updates from last week’s Cannes advertising festival - so this will be my last on that. What really struck me though, was how divided people’s views seem. One post gushing and full of praise for the fact that it felt different from previous years - more joyful, inclusive and celebratory. The next post incredulous that the world’s largest plastic polluter could pick up a Grand Prix award for telling people to recycle more. Then a post with a delighted group winning on stage. A big career moment. Followed by a post about how tone deaf the spending of the big brands and networks felt in a year when a huge number of people working in advertising and marketing have been laid off and are struggling to find employment. I guess what you make of Cannes comes down to where you’re standing.  What’s clear is that the place is not ‘together’. Cannes has always been a juxtaposition of advertising industry extremes.   On the one hand, creative, inspiring and exciting - and on the other hand, self-congratulatory, out of touch and with a serious lack of self-awareness. It is an industry where there remains an incredible amount of creative talent. Imagine if we could wean ourselves off the Pavlovian conditioning for awards and work beyond the old frameworks and institutions of advertising, to help create some real, positive change. I think that could be incredibly powerful. And is definitely doable too. What do you think?  #Advertising #Marketing #Cannes #Awards #Sustainability #ClimateChange #Purpose