Hugo Ghiglia

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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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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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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📣 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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Stop chasing trends. Start building cultural capital. Brands that connect with culture grow up to 6x faster than the rest. So why do so many react to noise instead of building meaningful relevance? In this sharp, data-led, example-packed session, Kantar shows how to decode cultural chaos – and turn it into brand growth that lasts. https://lnkd.in/eVVje58C

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“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

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What happens when cutting-edge AI meets one of the world’s largest cross-retailer datasets? The toughest challenges in marketing get a whole lot easier — and faster — to solve. Read more in Business Insider about how Fetch is helping brands move from fragmented data to full-picture intelligence and closing up the gap between insights and activation: https://lnkd.in/gb-J7Mpn

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