ClickZ Indie Media Pulse Newsletter - 10.31.2024

PLUS: Plenish's Big Push on Ingredient Transparency & Health

Author

Sophie Bruxner-Randall
October 31, 2024

Insight of the Week 📖

Couldn’t make it to Chicago for Shoptalk Fall? In this post, Jamie Bolton gives us a rundown of the key trends and strategies brands are betting on in Fall 2024: 

🔑 Invest in Brand: Investing in brand has never been more important. Full-funnel strategies on Paid Social are now crucial, allowing brands to both build awareness and drive conversions in-platform. As Kyle Leahy from Glossier puts it, “People want to be part of something bigger.”

🛍️ Go Omni for Growth: As D2C growth hits limits, embracing an omni-channel sales approach is key to staying resilient. Brands like Solo Stove and Chinese Laundry are leading with strategies that don’t replicate D2C on third-party retail, finding unique advantages in each.

✈️ Go Global: With lower CPMs and wide-open markets, the EU offers significant growth opportunities. Effective localization strategies are essential for US brands looking to expand abroad.

For a deeper dive, check out the full post here!

Niche Nuggets 🔎

Asos, in collaboration with The Or, launched its first major brand platform, "Inspired By," to highlight diverse fashion inspirations. The campaign spans cinema, social media, and more, showcasing how fashion ideas emerge from unexpected places. This initiative aims to position Asos as a leading fashion curator.

WPP, a leading British ad group, has shown promising growth in the third quarter with a 0.5% rise in like-for-like organic revenue. This growth was primarily driven by the strong performance of its media-buying agency, GroupM. As a result, WPP's shares surged by 5%, placing it at the top of the FTSE 100. This is an encouraging sign for those interested in the advertising industry, highlighting the potential for growth even in challenging markets.

Despite the positive quarter, WPP faces challenges, particularly in China, where consumer confidence remains low. CEO Mark Read noted that sectors like luxury, automotive, and fast-moving consumer goods are under pressure. However, growth in North America, Europe, and India offers a silver lining. For those exploring investment opportunities, understanding these dynamics is crucial to navigating the evolving landscape.

Plenish launches its largest campaign, emphasizing transparency and natural ingredients in plant-based drinks. The campaign, created by Recipe, features out-of-home ads and a Waitrose podcast sponsorship. Emily English joins as chief nutrition officer, promoting healthy, flavorful nutrition. The initiative highlights Plenish's commitment to quality and consumer trust.

Innovid's Harmony initiative, joined by LG Ad Solutions, aims to optimize CTV advertising by enhancing efficiency and reducing waste. Harmony Direct streamlines workflows, increasing media dollars and publisher yields. The initiative, recognized for innovation, supports a collaborative CTV ecosystem, benefiting advertisers and viewers alike.

Blue, a B2B PR consultancy, acquired Saltwater Stone, a marine PR agency, to expand its reach in the global marine leisure market. Saltwater will operate under its new name, Saltwater, from Poole. This acquisition aligns with Blue's strategy to grow through targeted acquisitions and enhance client services.

Brainlabs has won the 2024 Google Agency Excellence Award for Creative Coverage in EMEA. Their innovative use of video assets and campaigns for Tom Ford demonstrated success in audience engagement and sales. This recognition highlights their expertise in combining creativity with technology to push the boundaries of video advertising.

Performance Pulse 📈

Google Performance Max enhances eCommerce campaigns by utilizing multiple Google platforms, offering increased reach and automation. It provides an 18% conversion boost, real-time insights, and efficient ad targeting. Businesses should leverage audience segmentation and automated asset creation to optimize results, maximizing return on ad spend and campaign effectiveness.

Every performance marketing campaign can incorporate brand elements to reinforce brand identity, while brand marketing efforts can successfully leverage performance metrics to refine messaging and engagement strategies - but getting the balance right is where the magic happens.

Amazon Marketing Cloud (AMC) offers a suite of tools to enhance your campaigns. Use Amazon Ads for product visibility and create cost-per-click ads. AMC centralizes campaign management, providing near real-time metrics. For assistance, contact Amazon Ads; budget minimums apply. Cookies are used to improve services.

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