Familiar Creatures

 

Industry insights that make
us go mm-hmm.

 

Welcome to Your Bland New World

Welcome to Your Bland New World

Bloomberg | Sept 7, 2020

Why do disruptive startups slavishly follow an identikit formula of business model, look and feel, and tone of voice? Because it works, sort of. A week or so ago Colgate unveiled Hum — a smart toothbrush that “guides consumers to brush better and to build healthier habits without sacrificing fun for functionality.” Hum doesn’t look or feel like Colgate’s other toothbrushes … but it does rather resemble Quip.

It’s called a recession, not a regression: why the downturn is the perfect time to level up

It’s called a recession, not a regression: why the downturn is the perfect time to level up

Familiar Creatures | Sept 10, 2020

Do a favor for me. Google “advertising during a recession.” I’ll wait a few seconds. Okay, what’d you see? 100s of articles right? So why read this one? Well, none of those articles were written by actual brands themselves.

The Covid Marketing Landscape is Lava: Why going with a fractional AOR now might be right for you.

The Covid Marketing Landscape is Lava: Why going with a fractional AOR now might be right for you.

Familiar Creatures | July 24, 2020

A new show came on Netflix during quarantine that took a popular kids’ pretend activity and made it way more intense and harder to complete. Floor is Lava. Contestants face an enclosed obstacle course featuring shaky pyramids, spinning beds, bouncy planets, secret keys, magical pizza pans— you name it. Oh and of course the “floor” isn’t solid ground. It’s lava! ...

New Creative Startups Are Springing Up, As The Nature Of Advertising Changes

New Creative Startups Are Springing Up, As The Nature Of Advertising Changes

Forbes | Jun 18, 2020

“Think Small” might as well be the ad business' motto in 2020. In the last 18 months, a veritable constellation of creative stars has shrugged off the confines of the holding companies for their own startups. Jeff Kling, a former colleague of mine at Havas, where he created Dos Equis’ “The Most Interesting Man In The World,” started Lightning Orchard. Craig Allen who reinvented Old Spice when at...

600 Black Advertising Professionals Demand Meaningful Action From Leadership in Open Letter

600 Black Advertising Professionals Demand Meaningful Action From Leadership in Open Letter

Adweek | June 12, 2020

The recent outcry over the murders of George Floyd, Breonna Taylor, Ahmaud Arbery and countless other Black men and women both known and unknown has forced formerly “apolitical” brands and advertising agencies to reflect on how they should respond to the racism pandemic…

Vox Media Research Shows 9 out of 10 Consumers Have Tried New Brands During the Pandemic

Vox Media Research Shows 9 out of 10 Consumers Have Tried New Brands During the Pandemic

Vox Media | May 18, 2020

The most fascinating element of this pandemic is the abruptness with which it stopped all of our current routines and rhythms. As we search individually for ways to reframe and reformat our lives, we surveyed more than 900 Vox Media consumers to examine how circumstances have affected…

Candidate Noodle Soup: What the 2020 Election Can Tell Us About Advertising Your Brand

Candidate Noodle Soup: What the 2020 Election Can Tell Us About Advertising Your Brand

Familiar Creatures | Mar 18, 2020

Whether you’re a soup or a presidential nominee, the same principles of branding apply. It doesn’t matter if you have tender juicy beef chunks or concrete plans to eliminate the wage gap, your audience will only choose you if they KNOW you.

How do you get people to know you? …

Old Navy Will Shift Back to Brand-Building in a Growing Trend Among Advertisers

Old Navy Will Shift Back to Brand-Building in a Growing Trend Among Advertisers

CNBC | Nov 22, 2019

Gap said this week it has made the mistake of advertising its discounts at the expense of building brand loyalty for Old Navy.

It seems to be a trend, as Gap joins several other companies lamenting that they’ve…

Adidas: We Over-Invested in Digital Advertising

Adidas: We Over-Invested in Digital Advertising

Marketing Week | Oct 17, 2019

Adidas is on a journey to shift from marketing efficiency to marketing effectiveness, admitting a focus on ROI led it to over-invest in digital and performance marketing at the expense of brand building.

The sports brand’s global media director, Simon Peel, explains that four years ago the company didn’t have any econometrics…

When a Recession Comes, Don’t Stop Advertising

When a Recession Comes, Don’t Stop Advertising

Forbes | Sep 5, 2019

In recent weeks, there has been some talk about an economic recession. When it comes is still anybody’s guess, but another business slowdown is inevitable. It would be the first since the “great recession” ended more than ten years ago. Often times when a recession happens, businesses, fearful of declining revenue, begin to cut back in various areas, including their ad spending...

Why One of Google’s Biggest Spenders is Redirecting Some Money Towards TV and Video Ads

Why One of Google’s Biggest Spenders is Redirecting Some Money Towards TV and Video Ads

CNBC | Aug 8, 2019

Booking Holdings, the parent of Booking.com, Priceline and Kayak, has long counted on Google for traffic, spending billions of dollars a year on ads and search engine optimization. But the company is trying to diversify away from Google as it looks to build its brand through TV commercials and online videos…

Attracting Top Talent Among Major Concerns For In-House Agency, Study Finds

Attracting Top Talent Among Major Concerns For In-House Agency, Study Finds

Campaign | July 16, 2019

Keeping teams energized and ability to attract top talent are among some of the major concerns by in-house agency management, according to a new ANA report.  

"Managing in-house agency creative content and legal concerns," a joint effort of 111 ANA members…

The Cost of Losing Creativity

The Cost of Losing Creativity

Forrester | Jun 18, 2019

Agencies’ creative perspective, the very currency of the business, is at risk and can only be realized by shifting billions from tech to fund creative differentiation.

The marketing industry is woefully out of balance, from agency/client relationships to new business requirements and compensation. The healthy tension of creativity…

Average Tenure of CMO Slips to 43 Months

Average Tenure of CMO Slips to 43 Months

Wall Street Journal | Jun 6, 2019

Chief marketing officers’ average time in their jobs at the country’s largest advertisers fell by one month in 2018, after improving in the previous year.

Average CMO tenure at 100 of the top U.S. ad spenders slipped to 43 months last year from 44 months in 2017, according to…

Why Monster.com is Going Back to TV Advertising After a Decade

Why Monster.com is Going Back to TV Advertising After a Decade

Digiday | May 28, 2019

Monster, the job search site, is putting its media dollars back into TV after a decade.

The company, which was one of the original dot coms, took a decade off of doing top of the funnel brand advertising. During that time, as competitors like Indeed and Zip…

Only 4% of People Trust What Influencers Say Online

Only 4% of People Trust What Influencers Say Online

The Drum | May 9, 2019

Most global internet users lack confidence in what they see and read online, with only 8% believing that the bulk of information shared on social media is true, dropping to 4% when it comes from influencers.

The figures come from media agency UM, which found just a tiny minority of internet users…

The Kraft Heinz Mess is a Warning to Advertisers: You Can’t Cost-Cut Your Way to Growth

The Kraft Heinz Mess is a Warning to Advertisers: You Can’t Cost-Cut Your Way to Growth

Forbes | Mar 6, 2019

For much of the first decade of the 21st century American companies amassed significant debt and used it to support innovation and invest in their brands. That changed on September 15, 2008 with the collapse of Lehman Brothers and the ensuing Great Recession. Companies became risk…

 
The Lesson of the Kraft Heinz Nosedive: Radical Cost-Cutting is Out, Brands are Back

The Lesson of the Kraft Heinz Nosedive: Radical Cost-Cutting is Out, Brands are Back

Forbes | Feb 24, 2019

Marketing budgets became a key target for the frugality drive of companies ever since the last recession. Last year, budgets had decreased from 12.1% of average revenues in to 11.3% the previous year, according to consulting firm Gartner…

We Analyzed 12 Of The Biggest Direct-to-Consumer Success Stories To Figure Out The Secrets To Their Growth — Here’s What We Learned

We Analyzed 12 Of The Biggest Direct-to-Consumer Success Stories To Figure Out The Secrets To Their Growth — Here’s What We Learned

CB Insights | Feb 6, 2019

Today, a new generation of disruptive brands are shaking up retail — direct-to-consumer e-commerce companies that build, market, sell, and ship their products themselves, without middlemen…

8 Top Findings in Gartner CMO Spend Survey 2018-19

8 Top Findings in Gartner CMO Spend Survey 2018-19

Gartner | Nov 5, 2018

Marketing technology spending, customer experience, innovation and personalization mark key trends in marketing leaders’ budgets and attention.

Innovation is alive and well in marketing. Chief marketing officers (CMOs) indicate that 16% of their budgets are…

Pivot to Traditional: Direct-to-Consumer Brands Sour on Facebook Ads

Pivot to Traditional: Direct-to-Consumer Brands Sour on Facebook Ads

Digiday | Jun 7, 2018

Four years ago, when Rich Fulop founded Brooklinen, the direct-to-consumer luxury bedding startup, the customer acquisition strategy was straightforward for DTC brands: pour money into Facebook ads.

Soon, Brooklinen was spending up to 75 percent…

The New Battleground for Marketing-Led Growth

The New Battleground for Marketing-Led Growth

McKinsey & Company | Feb 2017

In the digital age, consumers are always shopping around. New research shows that hooking them early is the strongest path to growth.

The CEO of a branded apparel company was troubled and began putting some tough questions to the marketing…

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