Chief Brand Officer, AFFINITY; CEO AFFINITY Media; Board Director Independent Media Association of Australia (IMAA); Chair DEI Council IMAA
Brilliant new account wins means we're scouring the planet for an experienced Integrated Media Planner/Buyer ready to take end-to-end ownership of media campaigns. Working an industry luminary, you'll work with clients who are brave, adventurous and willing to embrace creative media thinking. See more at bit.ly/22media
Chief Brand Officer, AFFINITY; CEO AFFINITY Media; Board Director Independent Media Association of Australia (IMAA); Chair DEI Council IMAA
Throwback to some awesome work the team did for Lion earlier this year. Half Court Half Pub was a hit over three weekends, plus the team got to hang out with some super cool legends like Luc Longley. How Good! #TheGrowthAgency #HahnHowGood #growth
Chief Brand Officer, AFFINITY; CEO AFFINITY Media; Board Director Independent Media Association of Australia (IMAA); Chair DEI Council IMAA
Making dental checkups enjoyable? A high fashion dad shoe? We focus this month on those who dare to think differently in our latest edition of OutThink. #OutThink #TheGrowthAgency #Growth #creativity https://lnkd.in/e2wJxxHk
Chief Brand Officer, AFFINITY; CEO AFFINITY Media; Board Director Independent Media Association of Australia (IMAA); Chair DEI Council IMAA
Our Sydney Female Leaders of Tomorrow cohort have already achieved so much in a short six months. Every single participant in our program identified that they had seen real growth in their day to day leadership abilities, with 86% saying they were able to show better leadership in difficult situations. Congrats – we couldn’t be happier with this outcome! IMAA - Independent Media Agencies Australia #IMAA #femaleleadership #mentoring #independent #thegrowthagency #growth https://lnkd.in/g6ZsG3Kj
Chief Brand Officer, AFFINITY; CEO AFFINITY Media; Board Director Independent Media Association of Australia (IMAA); Chair DEI Council IMAA
In Melbourne we witnessed another group of impressive emerging leaders with so many brilliant stories of growth in such a short time. Congrats and can’t wait to see what you all do next! IMAA - Independent Media Agencies Australia #IMAA #femaleleadership #mentoring #independent #thegrowthagency #growth https://lnkd.in/gHDwCjxd
Chief Brand Officer, AFFINITY; CEO AFFINITY Media; Board Director Independent Media Association of Australia (IMAA); Chair DEI Council IMAA
Brent's point around the power of packaging, creating distinctive assets & brand experience can't be underestimated. More on how Oatly captured the market and consumers' hearts back in 2020 in our blog: https://lnkd.in/e4U9DdGW Fast forward to May 2024 with the brand seeing a 94.2% drop in share value - no brand can afford to stand still.
Marketing consultant & content creator. I help brands grow and share the interesting things I find along the way.
This is the greatest rebrand of all time and you can’t change my mind. A rearrangement of pixels and words that created billions of dollars in value. Here’s how they did it 👇 Most people don’t realise Oatly started in the 90’s. They had a great product, but followed the usual category cues and targeted people who were allergic to dairy. At the time, the company operated much like a traditional multinational - lots of spreadsheets and decisions by committee. But with flat growth, the board decided to shake things up and hire a non-food-experienced CEO, Toni Petersson. Here are a few things Toni & the team did that changed the company forever: 🥛 The Oatly Department of Mind Control They replaced the marketing department with a Creative team (with this actual name) and put it at the centre of the business. The creatives were involved in every business division and decision, reshaping the entire organisation. Funnily enough, they believed most traditional marketing structures actually stifle creativity, not embrace it. 🥛 Packaging as ‘owned media’ They had lean budgets and intuitively understood the value of their shelf space in capturing eye balls. Instead of using paid media to drive their quirky messaging, they made every square inch of packaging work harder. 🥛 ‘Be human and not a logo’. This is a phrase they lived and breathed during the transformation. Breaking down the traditional idea of how a corporation speaks to an audience and giving a voice to the real people behind the brand. I’ve used this example in countless presentations over the past 5 years. The idea that you can simply change the way something is presented and make an outsized impact is super inspiring to me. What do you think? Are there any rebrands that top this? ~ If you liked this post, I write about marketing daily so follow me @ Brent Vrdoljak for more. And DM if you need help with anything brand, packaging and CPG!
Chief Brand Officer, AFFINITY; CEO AFFINITY Media; Board Director Independent Media Association of Australia (IMAA); Chair DEI Council IMAA
Last week was proof positive of the power of humans looking after humans. I don’t think we really understood how effective this was going to be. What blew me away was the profound impact the experience had on mentors as well as our mentees. Genuinely proud to be part of the IMAA - Independent Media Agencies Australia and making a real difference #IMAA #femaleleadership #mentoring #independent #thegrowthagency #growth https://lnkd.in/gBSZU94j
Chief Brand Officer, AFFINITY; CEO AFFINITY Media; Board Director Independent Media Association of Australia (IMAA); Chair DEI Council IMAA
We’re expanding! AFFINITY Agency Group has just added a whole new thinking space. It’s so serene, it’s called The Glade. A sanctuary for brilliant thinkers with great ideas. Can’t wait to see the thinking it yields! #thegrowthagency #businessgrowth #agency #growth
Chief Brand Officer, AFFINITY; CEO AFFINITY Media; Board Director Independent Media Association of Australia (IMAA); Chair DEI Council IMAA
Our creative team just got even more brilliant. Welcome to the Affinity team, Fong! #thegrowthagency #businessgrowth #talent #creative https://lnkd.in/gNXHnyWy
Chief Brand Officer, AFFINITY; CEO AFFINITY Media; Board Director Independent Media Association of Australia (IMAA); Chair DEI Council IMAA
Our fab Senior Strategist, Caspar Yuill, features in Mediaweek Australia illustrating how brands can be successfully resuscitated to build business value. #growth #thegrowthagency #newbalance https://lnkd.in/gbE7uuNg
Chief Brand Officer, AFFINITY; CEO AFFINITY Media; Board Director Independent Media Association of Australia (IMAA); Chair DEI Council IMAA
We’re off and running! Entries for judging the APAC Effie Awards just dropped and I’m so excited to see what effectiveness brilliance lies ahead. For me it’s about the strength of: 1. Setting up clear and credible objectives – what’s the degree of difficulty? 2. How the problem is defined. 3. The approach to solving the business problem in reference to the objectives. 4. The evidence provided to show how those objectives were met and exceeded. 5. The overall cogency of the narrative – does it pass the bullshit detector and does it make sense? As a multiple Effie author, I totally get and respect how much work these entries demand and ensure give each one the time and focus they deserve. Good luck to all involved! #effies #thegrowthagency #growth #marketingeffectiveness
