Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
Enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the news
Marketing Week - Mark Ritson Effectiveness:
American and Canadian marketing fall behind in effectiveness, with a lack of engagement in key discussions like eSOV, distinctive assets, attention theory, 60/40 rule, and mental and physical availability. The perception that effectiveness principles originated outside the US leads to skepticism. Notable figures include the B2B Institute (Peter Weinberg, Jon Lombardo, Ty Heath), Koen Pauwels, and Roger Martin.
Search Engine Land - Barry Schwartz:
Google will be announcing significant changes to their search algorithm. Danny Sullivan, Google's Search Liaison, hints at upcoming adjustments but cautions that those generating "good content" will not be affected.
Marketing Letters - Brand Growth Potential:
Challenge to the 80/20 rule: Top 20% of customers contribute 50% of sales. Emphasis on targeting light and non-category buyers for sustained growth. Sales potential depends on the number and frequency of category buyers. Simulation and real panel data analysis conducted in the toothpaste category.
Marketing Dive - Coca-Cola's AI Activation:
Coca-Cola utilizes AI to create a futuristic cityscape at Las Vegas Sphere, promoting Coca-Cola Y3000 Zero Sugar. Transformation of Exosphere inspired by Y3000 AI Cam. The activation period began Nov. 13.
The Drum - Huge Bets on Productization Model:
Creative agency Huge, under IPG ownership, shifts away from traditional practices, abandoning RFPs, free creative, and rate discounts. Adopts a productization model with set prices and timelines in experience transformation, technology realization, and growth creation. Global talent pool of 1200+ employees accessible globally.
Marketing Dive - Google's Generative AI Features:
Google introduces generative AI features in Performance Max ad product. Advertisers generate campaign assets by providing a URL. AI-populated assets, including stock and unique images, guaranteed to be non-repetitive.
FastCompany - IDEO's Restructuring:
Leading design firm IDEO undergoes layoffs and restructuring, reflecting a shift from traditional design thinking. Industry trend moves towards agile, external...
