SBP 045: The Barber's Brief - November 16, 2023

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 innovation sources. Downsizing raises questions about the industry's future efficiency and innovation potential.

Marketing Highlight: Oreo Case Study

As one of Kantar's top 10 penetration powerhouses, Oreo's success is driven by the product flywheel effect—a positive feedback loop that fuels sustained growth. While cookies remain their core business, strategic expansion into new categories, like frozen treats, has introduced Oreo to 26 million new global shoppers, with 5.7 penetration points in India alone, equating to 19 million new buyers.

The #StayPlayful global brand campaign has been instrumental in Oreo's triumph, celebrating the brand's playful elements and fostering a nostalgic connection to family moments. Running for over a year, the campaign reached audiences across 27 Central and Eastern European countries, including key markets like Germany and Russia.

Results:

• 93% Global Presence: Oreo has solidified its footprint on a global scale.
• 8% CRP Growth: Demonstrating sustained consumer relevance and engagement.
• 26 Million New Shoppers: A testament to the effectiveness of their product flywheel strategy.
• +1 Global Rank Position: Reflecting Oreo's ascending position in the global market.

Ad of the week

https://www.youtube.com/watch?v=5y0fGsQU5zg&t=4s

Coming up next week:

Eddie Obeng - Building High Performance Organizations