Viktor Wendt

Adapt or disappear? In today’s fast-moving world, total brand overhauls can spark growth – or spark outrage. For heritage names, the backlash can be brutal. But does that mean brands should avoid change altogether? In Built to Last, our series with Frontify, we dive into the high stakes of reinvention: when a rebrand breathes new life into a business, and when it risks erasing the very things people recognise and trust. Read the full article here > https://lnkd.in/eHyMsN6y

189

1 Kommentar

Sustainability isn't a trade-off. It's tomorrow's design opportunity.    Most brands still think in binaries: performance or planet. Consumer experience or sustainability.    We proved them wrong.    Working with CVS, we dismantled the false choice between superior design and sustainable packaging. The result? A fully recyclable solution for their thermometer portfolio that eliminates 6.5 tons of problematic plastic annually— while elevating both shopper and brand experience.    The design earned a 2025 Best-In-Class PAC Award for Sustainability. Awards are nice, but impact is better.   At this year's SPC Advance Conference in Boston, our Industrial Design Director Jose Padilla will reveal how systems thinking cracked the sustainability code. Not theory. Marks’ own, innovative blueprint.    Tuesday, September 30  Moderator: Paul Nowak, Executive Director, GreenBlue  Speaker: Jose L. Padilla, Industrial Design Director, Marks  Join the session  next week at 2:50pm at the Omni Boston Hotel at the Seaport. Link in the comments ⬇️ See how smart design rewires the rules on sustainable packaging. 

74

3 Kommentare

🎬 “Marketing that resonates doesn’t just speak - 𝘪𝘵 𝘤𝘰𝘯𝘯𝘦𝘤𝘵𝘴.” In MMA DACH “Next! With” series, Natasha Maharaj, Global Brands Director at Heineken, shares how cultural storytelling powers global brand relevance at our 'Cannes Connect’ event. From tapping into local music scenes to championing social impact, Natasha explains how The HEINEKEN Company creates authentic connections - embedding itself in the cultural fabric of every market. It’s a strategy rooted in empathy, inclusion, and joy - and it’s what makes the brand feel familiar, even in unfamiliar places. 💬 “𝘞𝘦’𝘳𝘦 𝘯𝘰𝘵 𝘣𝘶𝘪𝘭𝘥𝘪𝘯𝘨 𝘤𝘢𝘮𝘱𝘢𝘪𝘨𝘯𝘴 𝘵𝘰 𝘪𝘮𝘱𝘳𝘦𝘴𝘴 - 𝘸𝘦’𝘳𝘦 𝘤𝘳𝘢𝘧𝘵𝘪𝘯𝘨 𝘮𝘰𝘮𝘦𝘯𝘵𝘴 𝘵𝘩𝘢𝘵 𝘳𝘦𝘴𝘰𝘯𝘢𝘵𝘦.” 🎥 Watch the clip below and explore how brands like Heineken turn cultural awareness into creative effectiveness in the full interview series. (Linked in comments.) #ShowHeroes #MMA_DACH #ConnectCannes #Heineken #CreativeEffectiveness #CulturalMarketing #ContextualAdvertising #MarketingLeadership #CannesLions2025

66

3 Kommentare

“10 years from now, the companies that kept their creative teams …. They’re the ones who are still going to be around.” As brands dive headfirst into the algorithmic era, adopt rigid expectations for performance, and build campaign strategies around virality, Feast & Fettle has a refreshing perspective on blending modern marketing with traditional brand building. They reject the food delivery label, embracing a hospitality identity that sells our most valuable asset: Time. This week, Douglas Parks sits down with Alon Rivel, Chief Marketing Officer at Feast & Fettle, to talk about the importance of branding and creating emotional connections, how he’s using AI to support—but not replace—good marketing, and the meal company’s unique approach toselling moments and memories in lieu of overly-glorified food. Catch the full interview here: https://lnkd.in/e6gARuFi #MediaPostInsiderSummits #BrandInsider

45

4 Kommentare

🌍 Sustainability in advertising: myths vs. realities At Cannes Lions this year, the conversation around sustainability was stronger than ever. But what truly makes sustainable advertising effective?   🔎 Insights from Ipsos’ meta-analysis of 200 sustainability ads across 15 countries reveal that: ✅ People expect a personal benefit, not just a benefit for the planet.  ✅ Brands must take responsibility first, sustainability can’t be a burden shifted to consumers.  ✅ Sustainability alone doesn’t guarantee attention. Creativity, empathy and disruption are just as essential. 💡 The key takeaway? Effectiveness comes from the right balance: Misfits creativity + empathy + sustainability. At Ipsos, we continue to decode what drives impact in sustainable communication, helping brands tell stories that resonate and inspire action. 📩 Interested in learning more? Get in touch at [email protected] Sue Phillips ACC, Alizée Fraudin, Mike Colledge, Arnaud Debia, Shaun Dix

79

8 Kommentare