Alex Hesz
@alexhesz
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Global Chief Strategy Officer @InterpublicIPG . Contributor @TheNewEuropean @InstituteGC @timesredbox . Former EVP, CSO @Omnicom & CSO @aandeddb
LON / NYC
Joined August 2010
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بايرن
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This is good, but the cut off logo in the corner is utterly sublime.
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This is how to tell a story in data visualisation. And a good one, at that.
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The Day of the Dead drone show in Mexico City. Big ‘final level boss’ energy.
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Every cell of me wants to remove the logo. This is what a lost argument looks like.
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Marathon finishing times the best proof that measuring outcomes changes outcomes. Huge peak just at 4 hour mark.
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New
@LEGO_Group
florist in London is what glorious creative advertising looks like & why no matter how good AI tools get at rendering/optimising assets (and they are very good at it), the value of human ideas remains.
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The 8th of March 2021 feels a long way off. Particularly given today's date, I believe, is the 2,307th of March 2020.
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13yrs since
@Telegraph
had a dilemma. Two perfect stories on the same day. They chose... both. The lesson... if in doubt, do one thing, really well.
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So,
@BrewDog
@BrewDogJames
are "proud anti-sponsors" of the World Cup. OK. Noble. But you can't then also offer "A BREWDOG FANZONE FOR YOU. ALL THE BIG GAMES LIVE".
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Strategy is unclear. Writing is bad. But it’s the art direction that really elevates it to a proper, top of the range, example of how not to do comms.
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This is what representing an industry looks like. Medium and message spot on. Big h/t to
@The_IPA
this morning in
@ftweekend
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The sheer number of brilliant people who put their care and love and craft into this is astonishing. So proud of people right across
@aandeddb
once again.
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I assume whoever decided that C should mean “not Covid” also designed the iPhone hold option screen.
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Literally the most effective advertising anywhere over the last few years. IPA Effectiveness Grand Prix. Cannes Effectiveness Grand Prix. Impact on sales audited, proven and enormous.
John Lewis advert,classic example of marketing manager wasting money to produce an advert which has no impact on sales.Snobery so he/she trying to win the ad agency pi.. money up the wall awards. I guess it cost £1m to produce plus cost of air time
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Comic Sans. The Final Insult.
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This is an excellent ad. I would love to know if it needed the logo or whether the corner is distinctive enough.
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Advertising is fine. Done well, it works. Done badly, it doesn’t. Telling good stories can make good ads, telling dull ones, or telling them badly, makes bad ads. But “storymaking” isn’t a real word, and reading it makes me want to bang my head into my desk to lose consciousness.
“Advertising is dead. Advertising is all about storytelling, so I say storytelling is dead. The future is storymaking," Raja Rajamannar, Mastercard CMO, says
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What happens when the use case for a logo is to look reassuring on a fundraising/financial reporting deck vs. trying to create a distinctive brand.
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This from
@ASICSamerica
is superb. Proper insight, entertaining, takes on a social-led enemy that harms people, and will genuinely change behaviour positively and at scale. And I’d bet it will sell a ton of shoes.
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A new moderate political party, led only by former England strikers, called “Centre Forward”.
Everybody knows what Match of the Day means to me, but I’ve told the BBC I won’t be doing it tomorrow. Solidarity.
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@kateferguson4
Perhaps we can also get nurses to pick all the fruit in the autumn? This is easy!
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Bang on brand, this, from
@brewdog
, in that it's performative bullshit. The profits (not revenue) from 1 beer (out of 20+) ignoring everything they'll make at their Fanzones, where every game is proudly being screened, where food will be the main profit-driver.
We’re donating all profits made from Lost Lager sold during the World Cup to causes fighting human rights abuses.
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The award for 'Most Effective Lawyers' goes to...
@HeinzTweets
for delaying their bandwagon jump by a FULL YEAR! Welcome to the Barbie party! Oh, there's... nobody here any more. Sit anywhere you like.
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@CharlotteCGill
I'll have a go.
1) Toxic men are toxic
2) The over 90s defeated Hitler. Most over 60s (who didn't) voted to remove opportunities from which they'd benefited, that younger people cherish.
3) Nope. But neither are those who use platforms to propagate lies.
4) No, many are far left
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Typical of the Oxford vaccine to mention where it went to university when none of the others brought it up.
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This is us signing a star striker.
@tomroach
is simply one of the top planners anywhere in the world, at the forefront of defining and defending the practice of great planning. Can't wait to have him on our team. via
@campaignmag
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Just realised that this is the perfect, PERFECT, representation of attempting to parent three kids at once.
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A brand belief doesn’t have to be hyper-purpose world-saving nonsense.
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Words matter, but so do gestures. That's
@mikekatz
of
@JewishLabour
sat behind
@Keir_Starmer
in prime nod-along position. A big signal, one that will be noticed.
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We have American friends visiting and I would like to report a murder.
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Every so often I remind myself that “Match of the Day” is a fish pun and it makes me feel happy. So, I don’t know who needed that, but there you go.
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Thrilled to be joining
@dentsuintl
next year as Global Chief Strategy Officer, joining a brilliant team led by
@wnd
. My love, gratitude & respect for the remarkable people at
@aandeddb
@DDB_Worldwide
knows no bounds. I will miss every shred of this astonishing place.
Today we announce the appointment of
@alexhesz
as our Global Chief Strategy Officer. Alex joins us to provide strategic
#leadership
across the business & further strengthening our ambition to be the most integrated agency network in the 🌍. Welcome Alex!
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@AyoCaesar
And, just like that, it’s about Jews. Well done Ash. For some people, it’s always about Jews. Even when it’s got nothing to do with Jews.
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Those calling this (excellent) ad ‘brave’ are wrong. It is classic
@BinetLes
approved emotional priming. Product/performance work running alongside. Common distinctive assets tie the two together. It’s just good advertising. H/t
@Tsussman
@LeoBurnettUK
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Immense. The campaign I’m most proud of
@aandeddb
for doing, and the results are truly astonishing. A massive result. So proud.
The 2019 Grand Effie winner is “Project 84,” which tackled a difficult conversation and drove policy change in the UK. Congratulations to
@theCALMzone
&
@aandeDDB
.
#effieUK
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@jeremycorbyn
Jeremy. I cannot say this enough. Leave us alone. You made my family afraid to be Jewish in this country. You enabled a culture that reminded us of those first signals, the dog whistles, the othering, the conspiracies. I am thrilled you'll forever be remembered as an anti-semite.
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Once conscientious marketers pull their ads from Facebook (data security), YouTube (extreme content), display (viewability, no ROI), search (racist autocomplete) and print (editorial positions) we will be down to just posters, radio & TV. It'll make meetings shorter.
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Your friendly reminder that 90% of the time, when whatever you’re reading says ‘metaverse’ it really just means ‘internet’.
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Le Carré knew stories (like ads) need tension. I love his observation that “The cat sat on the mat” is not a story, but “the cat sat on the dog’s mat” is. A proper master.
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I think there was another contender for Turkey of the Week, guys.
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Hi, ad-twitter. Need a favour. What are the 'unsayable truths' that people in advertising/marketing all know, but are not allowed to say?
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It’s Xmas. So proud of the
@aandeddb
team. Every year the pressure to deliver another epic for
@JohnLewisRetail
is bigger. And this year’s is out of this world
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A real danger for
@Facebook
- moral hazard aside - is when advertisers don’t see a drop-off in brand / sales metrics attributable to divestment. A burden of proof is now on FB to show one. They may find it hard to do so.
We have taken the decision to stop advertising on
@Facebook
,
@Instagram
&
@Twitter
in the US.
The polarized atmosphere places an increased responsibility on brands to build a trusted & safe digital ecosystem. Our action starts now until the end of 2020.
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I'm old enough to remember when we called these people 'key workers', just to save time.
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We are approaching pre-pandemic levels of the word “unprecedented”. The road to recovery.
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This letter from Mick Jagger to Andy Warhol may be the perfect creative brief. It's certainly the best written. We obsess about deliverables and insights, but tone (even down to payment terms, respect for craft, humility, building rapport etc) is crucial.
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Love this from
@GreggsOfficial
- buy a HOPE token and give it to someone sleeping rough for them to redeem for a hot drink and a meal.
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Kids, the AZ vaccine is the cool one. The “I’m not a sensationalist, I understand basic numbers” one. The “made by the 1 pharma co not profiting from their vaccine” one, the “will make the biggest difference in the developing world” one. Put it in your arms.
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Just love "We Speak Late Night" for
@McDonalds
from
@DDB_Worldwide
NZ. Brilliant eg of how best ads provide 'emotional free sample' of product experience.
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This is
@aandeddb
at its finest. Work that cuts through into the heart of mainstream culture, that doesn't feel like advertising, that will change lives, change minds, change behaviours at scale.
The Last Photo x
@theCALMzone
x
@BBCBreakfast
A walk-through of The Last Photo exhibition on London's South Bank showing the final photos of men and women who lost their lives to suicide. Take a look 👉
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There's no such thing as organic reach on facebook, there hasn't been in years, and the right honourable gentleman *KNOWS IT*.
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The swing away from famous, broad-reach, brand advertising was one of the dumbest, most poorly-evidenced reflexes in marketing history. The effectiveness of our industry suffered as a result. Thankfully, it's swinging back.
Global CMO
@fer_machado123
reveals how
@BurgerKing
will be changing its media mix in the next year. Read more in the 'Key trends for media owners in 2019' sample report:
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@Iromg
What a brilliant charity, thanks
@Iromg
for bringing them to my attention! Have donated. Great to see they’re supported by
@LloydsBank
@MindCharity
@TNLUK
@Shelter
& other brilliant businesses, trusts, charities. Best of British patriotism.
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Thrilled to be joining
@Omnicom
as EVP, Chief Strategy Officer at a crucial moment, a time to reassert what we deliver to clients - growth via brilliantly connected creative services. Crucial to both our industry & the economy. Thanks
@Campaignmag
for the write up.
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A lot of these campaigns around, where in-situ mockups are shared. Brands pretending to have bought paid reach (& the trust that goes with being in those spaces) but really shooting for 100% earned.
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Arcadia + Debenhams = more jobs than entire UK fishing industry. Video Games sector alone worth >10x Fishing. Obsession with fish & territorial waters is just Britannia identity culture war bullshit.
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The best use of Midjourney I have seen. Entitled “The Luck of the Draw” it could never be shot for real, requires the tech not to save time/money but to visualise the impossible - via
@georgefatlion
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If TV didn't exist and something new turned up with these numbers, the industry would abandon everything else (especially online display)... via
@ebiquity
@gaintheory
@thinkbo
@tomroach
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Yes,
@Independent
, this is how you do
#InternationalWomensDay
You just do it, rather than say it.
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So excited to take on role of Global CSO
@DDB_Worldwide
, alongside Group CSO role at
@aandeddb
. Just such a privilege to broaden the group of brilliant, diverse talent I get to work with. Now is the time for agencies to prove what we can do to drive the global recovery.
DDB WW adds two executives to its global roster.
@alexhesz
is appointed global chief strategy officer and Roisin Rooney becomes global chief people officer.
More on these promotions via
@Adweek
:
#DDBtogether
#DDBtalent
#DDBexecutives
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UK: “Tom Daly is a national treasure, there is no way he could be any more pure and wholesome:”
Tom Daly: “Hold my knitting.”
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It’s possible to have reservations about the monarchy and also see the death of a husband, father and grandfather who lived in public for most of a century as an event that is obviously sad for lots of people. Let’s not be dicks just because the internet exists yeah?
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My dad, who’s in the market for a new iPad, thinks the ad is quite good and might go have a look at one now. I’m just saying calm down maybe.
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Putting 'special' back into special build, explosive stuff from the
@aandeddb
@marmite
team -
#MarmiteDynamite
continues to blow the bloody doors off.
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I hope WK made them hold for fucking hours then go through an impenetrable system of pressing numbers and remembering passwords to cancel their contract.
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Princess Margaret’s morning routine. A giant, glorious middle finger raised towards every post ever on LinkedIn.
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Exciting times,
@DDB_Worldwide
We are delighted to welcome
@aandeddb
CSO
@alexhesz
to our global executive leadership team as chief strategy officer DDB EMEA!
Read more about Alex and his role via
@LBBOnline
.
#DDBtogether
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Absolutely LOVE our joyful new
@JohnLewisRetail
Insurance spot. Pure ‘emotional free sample’ nothing like the rest of the insurance world, and 100% pure JL. Super proud of the brilliant team who made it happen
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Whoever at
@saatchiuk
wrote the line “A gift that keeps on living”, please know that you are very, very good at your job.
This means a lot to see live today ♥️ our new Christmas ad for the wonderful British Heart Foundation, ‘A gift that keeps on living’. Thank you to everyone who made this happen ♥️♥️
@TheBHF
@saatchiuk
@Spindlefilms
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Your mother and I still love you very much. We can have weekends together. We can go to McDonald’s. Do you want a happy meal?
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So excited to take on role of Global CSO
@DDB_Worldwide
, alongside Group CSO role at
@aandeddb
. Just such a privilege to broaden the group of brilliant, diverse talent I get to work with. Now is the time for agencies to prove what we can do to drive the global recovery.
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Royal Trolling. We can barely get our 3 out the house at once, let alone clean, smiling & holding hands. Where are the bribery snacks? Why aren’t W&K holding abandoned scooters? Why is nobody, literally nobody, crying?
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Tomorrow I have the astonishing good fortune to have my 2nd AZ vaccine dose. A miracle of science, robustly tested, proven in the real world to be effective & safe. I'll be there with bells on, full of gratitude and, shortly thereafter, antibodies.
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Everyone [post Cambridge Analyitica]: How dumb are people to give loads of personal data for a go on some app?
Internet: Wait for it...
Everyone: No, seriously, we see through this stuff now.
Internet: ...
Everyone: OMG I can age a photo of myself take my data!
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I'm so proud of our work over the years on Harvey Nichols. 6 Grand Prix at Cannes, many millions in free media value, delivered to budgets that read like a typo. A world class team. The next brand they work on will be enormously fortunate.
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I trust
@ButterkistUK
@StLukesLondon
realise how good a creative vehicle this is. A Specsavers/Marmite idea. Puts them in culture with a product-based truth. Double down & commit to it.
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