Mark Ritson on why everyone is wrong about Sydney Sweeney, the 3 rules of creativity & why strategy always comes before tactics
Uncensored CMO
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Critique of Celebrity-Driven Advertising
This chapter examines the shortcomings of a controversial advertising campaign featuring a well-known celebrity, focusing on its weak emotional engagement and average market reception. The speakers argue that the backlash was overstated and delve into principles of effective marketing, emphasizing the need for emotional resonance and creativity. They also discuss the importance of long-term campaign strategies and consistent branding to achieve sustained success.
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