In today's episode, we have a different location, different tech...hence the weird sound quality from Leoni's mic AND different snacks But all of that does not compare to this spicy conversation around ad fatigue, our experiences with ad fatigue both as advertisers and consumers AND our opinions on it which might not be quite what you imagine 👀

Key Takeaways

▶ Ad fatigue can be reduced when you deeply understand your product AND your audience because it means you can keep talking about the same thing over and over in different ways without driving your audience up the wall, like certain ads drive us up the wall 👀

▶ Use ad fatigue as a way to innovate and get closer to your audience. Instead of freaking out when the CTR drops of when you see the flag in the ads manager, use it as a sign to go back to the drawing board and let the creative juices flow!

▶ Don't do same, same but different to tackle ad fatigue...that means don't change your orange frame on the template to a blue frame and expect your audience not to get bored.

About Your Hosts

▶ Khaled stacked up an impressive +14 years experience working at Ad agencies, client side and SaaS technology firms. Specializing in enabling flagship global brands, he helps them to harness the power of creative design and communication to overcome advertising challenges. ▶ Leoni comes armed with 8 years in performance marketing and automation, supporting businesses across many verticals, from start ups to eCommerce giants to embrace the power of data and automation in performance marketing Together, we offer a unique blend of creativity, performance paired with a cosy feeling and great snacks 🥟

If you wanna say hey, connect with us on LinkedIn https://www.linkedin.com/in/khaledhalwani/ https://www.linkedin.com/in/leoni-parkinson/

#brandmarketing #performancemarketing #marketingstrategy #adfatigue

What better way to kick off the first episode of Small Plates, Big Ideas than speaking to the topic that covers both of our professional backgrounds…creative and branding vs. performance.

In this episode, we dive into Brandformance — where brand marketing and performance marketing start to merge.

It’s been a long time coming and 5 years ago, we might not have been able to sit at the table together and agree on our marketing practices. BUT we’re seeing a shift in the industry. Not only a shift where a creative and a performance marketer can sit together over a plate of Gyozas and agree with each other but where brand and performance teams are becoming less siloed.

We explore how this is happening with the introduction of incrementality testing which helps us to understand the true value of marketing. Both upper funnel and lower funnel. And how this is helping to change the perspective of marketers and creatives working across the funnel to build a more cohesive strategy.

Key Takeaways

▶ What is Brandformance? Where brand and performance start to merge and how the teams start to understand each other.

▶ Why the Shift? The industry is moving away from siloed KPIs toward unified goals that benefit both brand equity and measurable performance.

▶ Incrementality Testing: A method of using randomised, controlled experiments to understand the uplift in conversions and revenue that specific marketing activities bring.

▶ Why do we need this? It's not enough to just keep screaming at the same audience of people on social media to buy, we have to find new ways of connecting with our existing audiences and new audiences AND finding ways of measuring that.

About Your Hosts

▶ Khaled stacked up an impressive +14 years experience working at Ad agencies, client side and SaaS technology firms. Specializing in enabling flagship global brands, he helps them to harness the power of creative design and communication to overcome advertising challenges. ▶ Leoni comes armed with 8 years in performance marketing and automation, supporting businesses across many verticals, from start ups to eCommerce giants to embrace the power of data and automation.

Together, we offer a unique blend of creativity, performance paired with a cosy feeling and great snacks 🥟 If you wanna say hey, connect with us on LinkedIn 👋🏻

https://www.linkedin.com/in/leoni-parkinson/

https://www.linkedin.com/in/khaledhalwani/

Today’s episode dives into a topic that’s got A LOT of emotional charge in the marketing and creative industry

…we even questioned whether we should discuss this but we decided we couldn’t NOT talk about

THE JAGUAR REBRAND 👀

But it’s not just about Jaguar. We unpack how polarizing opinions can sometimes oversimplify complex topics and why, although people don’t see diving into nuances and sexy, it IS the key to learning and growth in marketing. We also look at other famous rebrands (hello, Snoop Dogg and Apple!) and for those of you who want to check out the Austrian mobile ad where Snoop pops out of the freezer, here’s the link

https://www.youtube.com/watch?v=JIg7wQ3iIJA

We also have to correct misinformation on the podcast, Leoni realised it was way further back than she said BUT it’s ok, these things happen sometimes

Key Takeaways

▶ There can be less drastic steps to a rebrand Not at all, there are different stages leading up to this size of a rebrand, such as a facelift or building a new product line for a new audience. ▶What is the shock factor and why does it work? The shock factor in marketing is used to startle the audience by going against norms and expectations. This helps with brand recall.

▶ People give you respect on the road when you drive a Jaguar And Leoni might buy a Jaguar when she gets the money because of said shock factor. It works.

About Your Hosts

▶ Khaled stacked up an impressive +14 years experience working at Ad agencies, client side and SaaS technology firms. Specializing in enabling flagship global brands, he helps them to harness the power of creative design and communication to overcome advertising challenges. ▶ Leoni comes armed with 8 years in performance marketing and automation, supporting businesses across many verticals, from start ups to eCommerce giants to embrace the power of data, automation and AI in performance.

Together, we offer a unique blend of creativity, performance paired with a cosy feeling and great snacks 🥟

If you wanna say hey, connect with us on LinkedIn

https://www.linkedin.com/in/leoni-parkinson/

https://www.linkedin.com/in/khaledhalwani/