Charlotte DELPON

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

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Research shows that brands with a clear social purpose build stronger connections with consumers. David Aaker’s insights highlight 4 key strategies for purpose-driven branding that go beyond surface-level CSR: 📌 Lead with Social Purpose – Consumers expect brands to contribute to society, not just sell products. Brands that embed purpose into their business strategy see higher engagement. 📌 Develop Signature Programs – Long-term, branded initiatives (like Dove’s Real Beauty campaign) help build trust and drive real change. 📌 Integrate Purpose with Business Strategy – When social impact aligns with business goals, both the brand and community benefit. 📌 Brand for Visibility & Credibility – Strong program branding increases recognition and reinforces authenticity. As purpose-driven branding continues to evolve, marketers who invest in meaningful impact will set their brands apart. Read the full analysis via Marketing News ➡https://lnkd.in/ek4SQWzT #BrandStrategy #PurposeDrivenMarketing

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THOUGHT LEADERSHIP | Gen Z is rewriting the rules of influencer marketing — and trust is the new currency. Our latest report from Dentsu Central Europe reveals how this generation is reshaping purchasing decisions, demanding authenticity, and fueling the rise of micro and nano influencers.   Want to connect with this digitally native, socially conscious audience? Long-term partnerships, interactive content, and shared values are key.   🔍 Explore the insights and what they mean for brands: https://lnkd.in/eqtXph_U   #GenZMarketing #InfluencerStrategy #DentsuCE #TrustIsKey #FutureOfMarketing #MicroInfluencers #SocialCommerce

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📣 NEWS: In a first-of-its-kind collaboration, LiveRamp, Publicis Groupe Middle East, and Beiersdorf joined forces to activate first-party retail transaction data through LiveRamp’s clean room, driving smarter media, deeper measurement, and exceptional business results. By leveraging deterministic insights from Carrefour’s retail data, Beiersdorf drove: 📈 +102% incremental revenue 📈 +53% new shopper growth 📈 94% new-to-brand lift This partnership proves the measurable impact of data collaboration at scale, connecting brands, agencies, and retailers to deliver real business outcomes through trusted data collaboration. Read the full case study here 👇 https://lnkd.in/eVUzBdZX Read the press release here 👇 https://lnkd.in/e74-CFhf  Hind Abou Lteif, Media Lead, Beiersdorf, commented: "Our first pilot with Carrefour, Publicis, and LiveRamp truly showcased the power of deterministic audiences. By combining retail data and media via clean rooms, we achieved exceptional results in our online campaigns, surpassing even our Ramadan benchmarks, which is one of our highest-performing periods. This proves the real impact of leveraging deterministic audiences at scale." Mazen Mroueh, Head of Performance Product & Operations, Publicis Groupe Middle East, said:  “This pilot demonstrates the real power of combining retailer data, clean room technology, and strategic media execution. Beyond the impressive uplift in revenue and new shoppers, it lays the foundation for a new era of data-driven growth across the region.” Oliver Klander, Commercial Director MENA, LiveRamp, added:  “As the market continues to develop, it is exciting to see pioneers like Beiersdorf push the boundaries of data-driven success. Working hand-in-hand with Publicis ME and our retail and platform partners to drive these results, the collaboration sets a new standard for measurable growth and true, meaningful innovation.” #DataCollaboration #RetailMedia #LiveRamp #Innovation #MENA

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How do you scale content without losing the soul of your brand? For Moët Hennessy, it’s about product desirability, the way the light falls, the atmosphere, the feeling you get when you see the image. In this customer story, Sarah Le Nevé from Moët & Chandon shares how her team uses Grip to: 1️⃣ Stay tightly aligned with brand guidelines 2️⃣ Focus on visuals that reflect the brand’s luxury and craftsmanship 3️⃣ Build templates rooted in artistic vision, adaptable to every market 4️⃣ Personalize each visual without compromising on quality They’re striking the perfect balance between product desirability and content scalability. Resulting in content that drives real business impact. Watch the full story here: https://lnkd.in/eu52tj7K

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What’s the secret to increased content production speed? ⚡️ Brands like Beiersdorf, The Coca-Cola Company, and Moët Hennessy are using INDG | Grip to accelerate the creation of photorealistic, brand-accurate assets, helping them deliver tailored visuals to a variety of markets. 👉 https://nvda.ws/3ITINHI

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🎬 “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

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