Shane O Leary
@shaneoleary1
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Marketing strategy & media 🐕🐈. Ex agency dweller. Write a bit ✏️. Oval ball aficionado 🏉. Wexfordian 💜💛
Dublin
Joined February 2009
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The universal language of pints.
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“How do I take a contrarian angle on such a horrific incident and make it about me?”
Does he ever give it a rest like?
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So this week
@adidas
' Global Media Director Simon Peel had some really interesting, important stuff to say about marketing effectiveness & media planning in
@MarketingWeekEd
.
Here's a quick thread pulling apart the most important takeaways:
👇👇👇
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Very interesting read on the decline of Nike from a veteran of the company.
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Love this. The Cannes winners database is prohibitively expensive, so two young creatives manually created a free database of public case studies for the winning work. Now with 2023 included.
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Jeff Bezos once said that ad budget is “the price you pay when your product is unremarkable”.
Amazon are one of the biggest TV spenders in the UK.
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Stuck in isolation, so decided to pull something together that might help marketers in the same boat this April.
Here's 39 brilliant resources for anyone looking to up-skill this April incl. podcasts, books, reports, courses, blogs & newsletters -
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Interested in learning more about strategy and planning?
There's a host of great resources available FREE online.
Many of the smartest people in this space are very generous with giving away their ideas, approaches and inspiration.
Here are some great examples...
THREAD! 👇👇👇
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This is....so bad. How was it signed off?
Another great example of marketers/creatives trying to be way too smart or trying to create awards bait.
The normal person will fleetingly see this OOH and just think 'Diet Coke'.
So it's basically a billboard ad for your competitor.
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The best way to get loads of
#engagament
on Twitter?
Offer up some shite marketing advice.
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2018 saw three classic marketing books released, packed full of important, counterintuitive findings.
So I spent a good bit of time over Xmas distilling down the 30 most important takeaways:
Obviously, please BUY THE BOOKS!
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Google has released an incredible *FREE* competitive analysis tool.
'Ad Transparency' allows you to pick any brand that advertises using any search, display or video format through Google and see the creative they're running instantly.
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If you own a holiday home in lovely Wexford and fancy a little respite in the sunny south east this Easter weekend, the county has an official message for you...
Stay at home and don’t come near us you selfish gobshite.
💜💛
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San Pell's foil can top is a great example of intangible value created by something that's apparently useless.
On a spreadsheet, it looks like an unnecessary, frivolous cost.
In reality it's an eye-catching, distinctive asset that helps signal the brand's quality/premiumness.
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Gary Vaynerchuck is an advertising legend with noble morals who I have tremendous respect for.
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This is my last week in ad agency/consultancy land, a place I've spent 80% of my career so far. I'm moving to an exciting client side role in Nov (more to come on that!).
For those who've made a similar move, what advice would you give & what surprised you about client side?
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This is such a valuable free document.
It's basically a refresher course on the very best of advertising strategy.
A highly concise 'how to' manual for advertising.
Great read for students and CMOs alike.
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THREAD ⬇️⬇️⬇️
Tis the season for marketing effectiveness it seems! There have been some brilliant FREE resources on the topic released in the last few weeks.
Here's a few crackers:
NERD OUT!
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If we started from the point of view that most people don't give a shit about our brands and our main job is getting people to notice not love them, we would do better marketing.
IMO.
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This is really, really, really irresponsible social engagement bait from the
@IrishTimes
.
They know most people won’t read the article, and even less will read the 700 or so words it takes to get to the part where the writer says she had an unrelated cold.
Do better.
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Like for one night at least you’d probably just go “maybe I should sit this one out, a lad just nearly died on the pitch.”
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'Strategy informs the need for advertising. Planning informs the advertising.'
Always love this simple explanation from
@faris
.
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'The direct response ads of well known brand advertisers seem to get noticed more, and for longer, than similarly targeted ads for smaller or less well known brands'
In essence, brand building makes sales activation activity cheaper and more effective.
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If, like me, you google 'How Brands Grow summary' at least once a week to send to clients/colleagues or to grab a line about a topic like CEPs, mental avail etc, this is worth bookmarking.
One of the best, most distilled summaries I've seen -
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One of the more counter-intuiutive (and therefore important) findings from Binet & Field's work is that for brands selling online, brand building is MORE important than sales activation spend. They say e-commerce brands should be spending 70%+ of their budget on building brand.
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The whole of Ireland is currently watching one of the twins from Skins cry and a talking dog crying over a guy who has cancer.
#Lotto
#NationalLottery
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Delighted to write this piece for
@MarketingWeekEd
on marketing mental models, taking inspiration from
@farnamstreet
,
@michaelpollan
and more:
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Don't think I've ever seen this slide from
@BinetLes
before.
Nice illustration of the accumulative effect of ongoing brand advertising over time.
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Another moral?
Early stage founders will say literally anything to grab a headline and set themselves apart from the incumbents, whether they believe it or not.
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The D2C playbook that Glossier, Warby Parker & Casper used to drive explosive growth (and why it sounds familiar...)
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“Young people only want to buy brands with purpose”
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“Yeah mate just run that UK copy in Dublin as well shur the paddys won’t know the difference”
#southlondon
#southdublin
#innit
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This is really interesting. People still find that they are more likely to be served a 'relevant' ad on linear TV than on more targeted channels.
A good illustration that 'relevancy' is not a synonym for 'targeted'.
Ads don’t necessarily need data to be relevant.
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The more I learn about marketing the more I'm convinced that simplicity creates a multiplier effect and getting the foundation blocks right will put you ahead of 99% of other brands.
I also think there's also a growing backlash against unnecessary complication.
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Zara tries to place stores next to Gucci stores, hoping that the status of the aspirational brand will rub off on it.
Prestige and pricing power by association and ad placement.
Also shows why digital ad placement that ignores context also ignores a key part of effectiveness.
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If the 'godfather of effectiveness' says it, it must be true.
Digital media can build brands if you choose the right channel and use it in the right way.
The problem is, we haven't done much of that so far and have prioritised 'performance' online.
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In marketing it’s not necessary to do extraordinary things to get extraordinary results. We have plenty of marketing science, but it’s usually ignored or wrapped in impenetrable language.
So here are 8 elegant mental models to turbocharge your effectiveness in 2023 -
🔽🔽🔽
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@RuaidhriOC
Hi Ruaidhri, that's not correct. Celtic Symphony played, which is certainly a strange choice) but was faded out before the offending lyrics you mentioned.
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If correct, this is a pretty mental graph.
And makes
@profgalloway
's point about advertising being increasingly a 'tax' that rich people can avoid paying a lot more interesting.
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The next game will be convincing a performance marketing addicted 'Head Of Digital' client to invest in 'traditional' media...
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A lot of marketers have made a big deal of laughing at TikTok, calling out 'shiny new thing syndrome'.
Having studied the platform I think if it matures (in terms of user base & targeting/formats) it could be a really useful top of funnel option on a media plan.
Here's why...
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A big old dump of trends decks for 2023 -
90% of these are self serving nonsense, but the
@WARCEditors
2023 Marketer's Toolkit is in there which is well worth a look.
Some of the Kantar, GWI & Mintel stuff is good too.
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Some incredible FREE resources on marketing and effectiveness going around at the moment.
Smart marketing people are great for sharing their smart thinking, so no excuses not to be constantly learning!
For example...
⬇️⬇️⬇️👇👇👇
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I wrote about
@SecondCaptains
big announcement, '1000 true fans' and what it means for Irish
#media
&
#journalism
:
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The
@nytimes
recent investor deck is a fascinating read with great insights on trends in journalism, product & digital ads.
Shows a really clear strategy and approach to sustainable growth, focused on subscriptions & smart acquisitions.
Key takeaways ⬇️⬇️⬇️
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If we started from the point of view that most people don't give a shit about our brands our main job is getting people to notice not love them, we would do better marketing.
Overblown, quasi-evangelical nonsense. Big words on a big screen on a big stage at
#X4Summit
Turn customers into repeat customers (and maybe find some new ones?)
Products into mainstays
Employees into happy, valued colleagues
And Brands, at best, into simple badges of trust
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In summary - It's brilliant to see a bit more maturity from Adidas and this has paid off for their bottom line it seems.
Hopefully other brands that have gone down this route will follow suit.
There ends your media nerd lesson for this morning.
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What modern marketers can learn from a long lost strategic planning bible from 1974...
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Really interesting read from Warby Parker's founder on brand purpose.
He says that purpose is important for motivating employees and recruitment, if it's truly authentic.
But most people care more about things like price, sizing and style.
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There's been lots of mocking of 'fandom' and skepticism about whether it works for big brands. At Cannes one of Diageo's top marketers Grainne Wafer spoke about how a move away from big broadcast mentality helped drive Guinness to UK's
#1
pint. The times are a changin'.
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Tech companies discovering the power of TV is one of my fave marketing story tropes.
‘What is this weird channel that we can reach millions of people at one time?!’
Monzo signed up 10,000 customers in one day last week after the launch of its TV ad campaign and could now reach 3 million customers within months
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This is grim. I never Ivan Yates was a pox, but Brian Dowling not doing the reputation any favours.
Taking it down and saying nothing is weak comms too.
Sickened to see an Irish presenter stand up and shake hands over such a comment.
Not to mention inviting a guest to talk about our national language and commenting "Have we got subtitles at some point?"
@SixOClockShow
deleted the post before we can see their lack of quality...
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There has been three great pieces of writing building on Binet & Field’s work over the last few weeks.
via
@Grace_Kite
via
@lumenresearch
via
@tomroach
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Love this simple slide from Fran Cassidy's recent
@The_IPA
talk on how marketing can 'build bridges with finance'.
A handy one to show skeptical finance people in your organisation to illustrate the importance of marketing spend.
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Category Entry Points (CEPs) - 'the reasons/occasions someone considers buying a product in your category'.
Understanding and attaching your brand to these cues ⬆️ mental availability, which in turn ⬆️ brand growth.
Here are some great examples.
Any others come to mind?
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As outlined in
@adamferrier
's brilliant book 'The Advertising Effect', there are two main ways to change behaviour.
⬆️ motivation
⬆️ ease.
I think we often prioritise the former and ignore the latter. We look to 'push the accelerator' without removing the break (Kahneman)
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Mars has moved its media mix 'from 60% traditional linear television in 2019 to mid-30% now, shifting much of its long-from video to digital channels'
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Proven advertising theory from some of the most effective campaigns ever -
"Distinctiveness beats differentiation. Ads don't need to make sense to work. Emotion is important. Fame sells."
Adland Twitter -
"John Lewis DON'T EVEN SELL PIANOS!"
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Really important point.
'Brand building makes performance marketing more effective...There's significant variances in the cost to acquire customers amongst different brands in the same sector. This variance is caused by the power of the brand'
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You're asked to convince a skeptical CEO of the power of brand building.
What three graphs/data points do you send them?
Besides this from
@tomroach
!
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Randomly came across this absolutely brilliant document. It's a scrapbook collection of interesting bits about strategy and advertising, including loads of different models, theories, quotes etc.
Really worth a download.
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I’ve been puzzled by a while why a lot of seemingly smart global CMOs make such strange statements about brand ‘purpose’ or ‘one to one’ personalised marketing
My theory is that many don't believe what they're saying, but a lot of it is about pragmatism & career progression.
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Commercial media seller pays for space in London to woo prospective clients isn’t much of a story though is it?
Again, a lot of these ‘revelations’ missing some context.
🆕 One of RTE’s barter accounts was used to pay over €2,300 for membership of Soho House in London - a high-end, members-only accommodation and meeting space - on the basis it could be used as a base for meetings in the UK.
@VirginMediaNews
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“The only thing you can’t bring in-house is an objective point-of-view.”
Nice quote that I think hits at one of the biggest problems of in-housing.
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Seeing this slide from Meeker crop up again and again in presentation, and it irritates me every time!
It suffers from the attention fallacy of advertising.
What do I mean?
Just because a format has huge consumer attention does not make it a good place for brands to advertise.
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Have read a lot about Bob Iger over the last month.
Some of his advice on leadership is fantastic.
So decided to stick this together.
9 lessons in creative leadership from the man who revolutionised Disney and quadrupled its stock price...
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This is actually a really good WFH guide from Ogilvy. Straight forward and common sense.
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2) Overfocus on ROI
Adidas 'focused on short-term, real-time measurements that focused on ROI and return on ad spend (ROAS).'
As
@lesbinet
,
@markritson
and others have consistently said, ROI is an efficiency not effectiveness metric.
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Absolutely cracking summation of 'brand purpose' from the brilliant Jeremy Bullmore.
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Handy if you're looking to kill a few hours as work ramps back up.
A Google Drive full of 2021 Trend Reports -
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The worst parts of modern advertising is a bit like the worst parts of modern finance - unnecessarily complicated, driven by algorithms that nobody except ‘experts’ understand, fraud ridden and ineffective in the long term.
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I think that in any company, a shared belief of how marketing works is hugely beneficial.
It dramatically speeds everything up and helps with decision making.
If I were a newly appointed CMO I'd immediately write a simple page document with my view and send it out to my team.
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🚨🚨🚨
This Thursday
@WARCEditors
is opening its platform up FOR FREE to everyone!
I'm a WARC uberfan and lucky enough to have a subscription, but if you don't, then get up early on Thursday and spend the day downloading!
Here are five great reads to get you started:
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Moral of the story?
When it comes to needing to scale a business minds can change very quickly, and 'challenger' mentality can quickly be forgotten.
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Looks like Guinness insane growth in the UK has come from penetration growth, physical availability and widening usage occasions (summer, 0'0 growth).
Sharpian innit'.
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Very few brands are actively disliked. Generally, people don't care enough to actively think much about a brand at all.
The barriers to growth are often indifference and forgetfulness.
Understanding this has a huge repercussions for how we think about media/creative/targeting.
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I think that in any company, a shared belief of how marketing works is hugely beneficial.
It dramatically speeds up alignment and helps with decision making.
If I were a newly appointed CMO I'd immediately write a simple page document with my view and send it out to my team.
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Always interesting to see big brands proclaim that 'traditional is dead' and then a few years later do a complete U turn, which is essentially the case with Adidas.
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There are two kinds of fools: one says, "This is old, therefore it is good"; the other says, "This is new, therefore it is better.
Beautiful quote that I think sums up a lot of what annoys me about digital v traditional conversation at times.
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TBH I’ll be happy enough to survive, with my mental health somewhat intact and no long lasting lung damage.
But you do you.
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'No new idea in the history of the world has been proven in advance analytically...yet most companies insist on proof before doing something.'
Fantastic quote via
@RogerLMartin
on
@farnamstreet
. Touches on a vital point around innovation & creativity.
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Delivery Hero made 912m in ad revenue last year at a 70% margin!
Good illustration of why retailers are falling all over themselves to develop ad networks.
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This is interesting, a represents a big change in shopper marketing. Due to HFSS, Sainsburys have removed their aisle end offer plinths and replaced with 6 sheet style POS. Could be a nice piece of impactful shopper marketing real estate for brands.
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I think one of the biggest recurring problems with marketing is summed up in two words - unnecessary complication.
We kill effectiveness in areas like media choice, creative execution and what we ask people to remember by overcomplicating imo.
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Really interesting read from Warby Parker's founder on brand purpose.
He says that purpose is important for motivating employees and recruitment, if it's truly authentic.
But most people care more about things like price, sizing and style.
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'How Nike Missed the Boom in Running Culture'
Very interesting read.
Key takeaway - even for a company as big as Nike, if you ignore or take your core original super fan customer for granted, everything else can get much more difficult.
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An incredibly important 48 minutes for marketers. Watch this.
"I want to nail the myth that brand building isn't important in the digital era because it's possibly the most corrosive and idiotic piece of thinking we've had in recent years"
Via
@The_IPA
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"Digital doesn't build brands"
"Online advertising is useless"
If you approach things with this pre-existing bias in 2019 then you're not doing your job as a marketer.
It's not true, and it's just as bad as the 'TV is dead' brigade.
Media neutrality is a far better approach.
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