SAVANT SOUP: ISSUE 2304
A hearty helping of hot and fresh advertising insights, tech trends and agency news.
LEARN
Soak up every drop of marketing wisdom from an inspired collection of online resources, podcasts and articles in one convenient spot. Curated for knowledge seekers, access these marketing nuggets anywhere, anytime.
List of Services
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How Brand Building and Performance Marketing Can Work Together
Harvard Business Review—Marketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer perceptions of their brand—and is sometimes working against brand strategy.
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The Art Of The Rename: How Brands Decide What To Call Themselves Next
Marketing Brew—There are three reasons why companies typically choose to rename: a change of business focus, legal requirements, or when a name has become inappropriate for cultural reasons. Three brands recently decided to change their names and gave us a behind the scene look at the process.
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TV & Media Leaders Share 5
Trends We Can Expect To See During The 2023 Upfronts Season
The Drum—From a focus on new cross-platform currencies to growing demand for hybridized linear-streaming solutions, these are the top trends that will define this year’s upfronts and NewFronts, according to leaders in the TV and media space.
LOOK
Want to see some cool stuff? You're in the right place! Each time you're here, you'll get an eye full of some work we're proud of plus a visual snack we're kinda sweet on.
Reid Park Zoo
Campaign by Advertising Savants
At its core, The Reid Park Zoo is a conservation organization – deeply rooted in its mission of saving and sustaining wildlife around the globe. Located in Tucson, AZ, the zoological park reached out for expert guidance to create a blended brand message to connect the engaging visitor experience with its conservation purpose.
Drawing inspiration from the “butterfly effect,” the creative demonstrates how small visitor experiences can have a significant and meaningful impact on the future of wildlife.
"Happy Mother's Day"
By Chanel
SCOOP
This quick marketing tip is easy to digest and simple to apply.
CLEVER HUMOR BOOSTS YOUR BRAND
On its most basic level, humor connects us and grabs our attention. So it's no surprise that using specific doses of clever and witty humor in advertising can clearly work to your brand's advantage.
Humor evokes laughter and increases feelings of warmth and competence, making consumers more likely to engage with your brand. One modern take on the use of humor is the creative application of your brand's voice through social channels.
Think Wendy's Twitter. Their brand of humor has some bite, and faithful followers look forward to what they're gonna say next. Their account makes us laugh and we often wish we were the ones delivering the one-liners. Through that social channel alone, they've connected with the public on an emotional level making a positive and lasting impression. And that is every brand's goal.
LISTEN
How about a brain break?
Break up your day with this interesting and lighthearted podcast from a few of our favorite stars. Hear this talented trio interview Steve Carell about taking on new projects and seeing the unknown as a challenge. Listen as they talk about upping your game and doing things that scare you. As marketers, we can relate. The challenges of rising to the occasion give us the opportunity to unleash more creativity and hard work when we step out of our comfort zone. Trusting our instincts and embracing the nervousness of a new project often leads to growth and inspiring work. Just remember courage lives on the other side of trying. Give it a shot.
Bonus: Discover Steve Carell's DJ name in college and how much of the original "Office" he watched before auditioning.
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