Kristen Cavallo’s Post

I love everything about this post, especially the shared accolades, the nod to worthy competitors and the love of creativity. Daniel Kee - you need to build another shelf. Congrats on the recognition. MullenLowe Singapore ⭐️

I appreciate this article, and agree with much of it, and will add kudos to The Martin Agency for their idea. We shouldn't talk about celebrating creativity without giving credit to the agencies doing the work we debate. There is a belief that anyone can make a good ad. That belief shows up in reduced agency fees and the removal of CMOs. If that were true, 84% of ads wouldn't be invisible. The job of an agency is first and foremost to breakthrough, in order to set a stage for everything that comes next. I can't wait to see a headline that isn't clickbait, with the success of the idea buried in the body copy behind a paywall. In case you missed the The Wall Street Journal's article yesterday, here is Solo Stove's take on the campaign: “It inserted our Solo Stove brand into cultural conversations, dramatically increased exposure for Solo Stove and laid the groundwork for future opportunities,” the company said. "We believe there is a nurturing process that has to occur for those potential new customers who are being made aware of our brand for the first time—and the continued investment in this strategy and our overall brand awareness will set us up for long-term success.”

I've watched this four times. The sacred chanting of "Fake," the 'detective on a mission' look in her eye, the conspicuous up-and-down motion of his Adam's apple as she comes down the stairs, the 'uh-oh' look on the clerk's face. And they didn't stop at the fun examples - their treatment of the product was just as thoughtful. The way the ice cream was built from the stick up to show the yumminess, and the signature crack of the chocolate shell. Agencies get briefs like this all the time. Kudos to LOLA MullenLowe for always giving more than expected.

On Feb 6 I was in a hotel room in Singapore on Facetime with MullenLowe Istanbul. Earlier that day an earthquake had devastated the country. Over the next few months, a charged political climate, divisive election and soaring inflation clouded our business conversations. Cut to this morning: They were awarded Agency of the Year, after seeing significant double digit growth. Kudos to Ela Gökkan Savcı for guiding her team so well during a tumultuous year. You embody the challenger spirit. MullenLowe Istanbul joins MullenLowe Singapore, LOLA MullenLowe (Spain), MullenLowe U.S., MullenLowe Sri Lanka and MullenLowe SSP3 Colombia all awarded Agency of the Year in different shows this year. To have six different countries show up at the top of their game in the same year is a real show of strength. Well done everyone. 🎉 💪 🎉 💪

The Snooper Reel. Solo Stove Snoop Dogg The Martin Agency SuperJoy

Congrats to The Martin Agency, Solo Stove and of course Snoop Dogg for the magic. 🔥 ❤️

In the world of challenger brands, most Davids settle for the category Goliath vs challenging a wrong in the world. I don’t know about you, but I’m exhausted of giving my neighbor the side eye while the world is a dumpster fire. As the wireless category talks about G’s, and the world talks about “me,” UScellular is talking about us. US Mode is an effort to help smartphone users reset their relationship with their technology by better utilizing customizable settings on their smartphones. True to form, UScellular will assist ANY smartphone owner, no matter their carrier, to enable and design their own US Mode settings, including time limits on social media apps, disabling non-human push notifications, and enabling pre-set quiet times. Don’t think you need it? Think again. 65% of us say we’d rather stick a fork in our eye than be without our phone. Ok, not really. But survey results did show we prefer sitting next to a crying baby on a really long flight or going on a horrible date. Hmmm. Thanks to UScellular and The Martin Agency for shining the light on the better enemy.

I saw this new Midol work for Bayer and did a double take. It makes me wish I still got my period. On the heels of Brooklyn Film Festival’s “Something to Offend Everyone,” Acura’s “Chiaki’s Journey Season 2” and the MullenLowe U.S. Octopus rebrand, you’re giving me good whiplash. The work is sassy, insightful, gorgeous and unmissable. You’re making me proud MullenLowe.

MullenLowe Lintas Group has announced the launch of Lowe Lintas DX, a digital creative unit in collaboration with Meta in India, offering advanced strategic and creative services specifically designed for long-term brand-building in the digital sphere. The collaboration marks a first for MullenLowe internationally, and will allow Lowe Lintas and Meta experts to create brand-building programs, Reels, and creative best practices. With Meta in India, the team will also be able to work with Instagram and Facebook creators and Meta’s AR and VR partners. MullenLowe Group

In the Fast Company Most Innovative Issue I was fascinated by the number of hundred year old brands (Tiffany & Co., UPS, #Oreo, Radio Flyer, Hasbro) that made the list. Iconic brands thriving and changing how they communicate with fans. In a long list of start ups, these older brands are the real heroes of that issue. They are finding new ways to be relevant in an entertainment-addicted world; a world with short attention spans, a higher bar for NPS and so many good choices in every category that some question what it means to measure loyalty. These brands understand the ROI of being interesting - and remaining interesting. A recent study by McKinsey & Company found that the average life-span of companies listed in S&P 500 was 61 years in 1958. Today, it is less than 18 years. Companies and brands are dying, faster than ever before. The lifespan of a species varies. But on average, the life span of a mammal is 1 million years. An invertebrate is 11 million. Like economists, scientists agree that the modern extinction rate is too high. Species are adapting, but not fast enough.  Say hello to the octopus, with a life span of 330 million years - since before the dinosaur. Why? How? Octopi are only species to routinely edit their own DNA. That ability to self edit is their superpower. They exist not because they are smart or formidable. There have been other smart and formidable species. They died. Octopi still exist because they change. Turns out the most innovative brands grow at 2x the pace of their peers. And the ones that continue to change pick UP the pace - they grow 7x faster than their competitors. (Kantar) Shouldn't that impact how we measure brand health? Why build KPIs around brand recognition, linkage etc. I can recognize you and still not care. When it comes to growth....Interesting > Familiarity ; Elasticity > Consistency. The first time I saw the new MullenLowe logo I was engaged. It's beautiful. It's agile and modern. It unifies us globally, becoming a filter for what we look for and reward. And, powerfully, it allows for all our 4000 employees to be celebrated for their uniqueness. Both unifying and unique - not an easy feat. But it's also a story and a promise. In a rapidly changing world, more of the same is not the path to long-term success. Brands need to repeatedly innovate to maintain an unfair share of attention. Sometimes that innovation comes from new product news, and sometimes it comes from your marketing. Marketing is a form of brand innovation. It reflects your brand's agility, evolving your story to keep consumers and employees engaged. 'Status quo' is Latin for boring, something brands can never afford to be. So stay positively dissatisfied. Reinvent. Repeat. Reinvent. Repeat. MullenLowe Group