Publicis Argentina developed for Renault the case based on the second stage of the digital campaign “Renographies II”. After a successful first edition last year, this new stage explores the relationship of the users with the cars, under the guidelines of his new identity “Passion for life”.

This second stage of “Renographies” consists of 5 short films where consumers can identify themselves as part of the stories. In these “mini movies” the stories told, speak of people where vehicles play an important role at a given time in their lives. The participating models are: Duster, Logan, Sandero Stepway, Sandero R.S. 2.0, Duster Oroch and Twizy.

This new Renault brand campaign was developed for Latin America, and was shoot in 3 Countries: Brazil, Argentina and Uruguay with a total of 32 locations. The crew traveled more than 25,000 km and involved 300 people of different nationalities in the production during 16 days of filming. The entire campaign was developed by the advertising agency Publicis Argentina.

CREDITS:
Brand: RENAULT
Agency: Publicis Buenos Aires
Campaign: Renographies II
Country: Argentina
ECD: Fabio Mazia
Creative Director: Paula Kozub
Regional Account Director: Iván Pinzón
Production Company: Landia
Directors: Vellas, Lucas Shannon, Juli Fernandez
Executive Producer: Adrián D’Amario
Audiovisual Producer: Patricia Abelenda
PH Directors: Pierre de Kerchove, Javier Julia
Postproduction Director Coordination: Julián López Cóppola
Clients approval: Eric Pasquier/Marcelo De Carlo/Noel Castillo/Eugenia Guerra

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Some wonderful comments to choose from this week … so I chose two:

Amy Cox writes: “Experiencing the full range of emotions, including sadness and grief, can be good, inspiring, motivating, in balance with the self. Please do not confuse sadness with Major Depressive Disorder. Medication that works well for a person is a tool that allows them to be themselves, to feel the full range. … Depression is as similar to healthy sadness as a coma is to taking a refreshing nap.”

Jeff L. writes: “Dena Simmons touches on a topic that is rarely talked about … Rarely do we hear about the transition in emotional state that is required as a prerequisite to academic success in the middle grounds of established American institutions. This abrupt transition is not atypical for minorities, and due to the nature of white privilege well misunderstood.” 

I intend to highlight Jeff’s comment, but felt I must also share our speaker’s response. Really, it’s their interaction that I feel is so wonderful. Dena’s question to both Jeff and the community at the end, if answered, can be the best part about comments. The discussion of what can be done, with honest, respectful people, can ease anxieties around what isn’t being done right now. Also, crowd-sourcing ideas in this way, on this platform, has the potential to be quite powerful. Our community always has *incredible* ideas, and I’ll hope they’ll put that brain power to work and join Jeff and Dena’s conversation.

Fabian Oefner’s new work plays with the color properties of bismuth. Photo: Fabian Oefner

End-of-the year news from our busy TED speakers:

Let’s start with something gorgeous. The newest series of prints produced by Fabian Oefner, Photographic Paintings, highlights the process by which color comes into being. The images merge his signature science-based photography with the traditional form of a painting, exploring the properties of the element of bismuth, whose rapid fluctuations of color and shapes form the basis of each image. (Watch Fabian’s TED Talk)

Can India grow a circular economy? With its fast-growing urban economy, India is facing down big questions about poverty, resource scarcity and industrialization. How to address all the needs that will arise along the path of progress? Well, the Ellen MacArthur Foundation studies the concept of the circular economy, which involves regenerative development and eco-first thinking, and in a new report supported by ClimateWorks and the UN Conference for Trade and Development, they make a strong case that a circular economy framework might be the way to go for the subcontinent. “With its existing circular mindset and strong digital backbone,” Ellen MacArthur writes, “India can reap significant economic and societal benefits, embarking on a positive development path as it focuses on regenerative practices.” (Watch Ellen’s TED Talk)

Hey, ho, where’d you go? Ohio. Author JD Vance, whose book Hillbilly Elegy tells the story of the decline of his southern Ohio home town, has announced plans to move back home and commit to making his state a better place. He’s setting up a nonprofit called Our Ohio Renewal, deciding between Columbus and Cincinnati as a home base, and looking to learn more about the flatland northern towns above the dirt line, like Toledo and Cleveland, as well as the hilly southern Ohio region that is the setting for his book. (Watch JD’s TED Talk)

Museums under the sea. In December 2016, a team of cave divers converged at Abaco in the Bahamas for a two-week survey of one of the most remarkable underwater caves ever found. The Abaco Blue Holes Project, sponsored by National Geographic, relied on a range of virtual reality, augmented reality and 3D imaging techniques to map the Crystal Caves of Abaco and then share those images widely through blog posts and updates from people like  Jill Heinerth, who served as documentarian for the expedition. (Watch Jill’s TED Talk)

Necessary fiction inside un-liberal democracies. As the world’s leading jailer of journalists, with 140 imprisoned at current count, Turkey seems on an authoritarian path of power that might look contradictory for a country that maintains free elections. However, this is far from surprising, Elif Shafak writes in The New Yorker, as free elections on their own cannot sustain democracies. “There are other necessary constituents: separation of powers, rule of law, freedom of speech, women’s rights and minority rights, and a diverse, independent media,” none of which exist under the Erdoğan government, she says. Her solution: We need more fiction — not less — to counter what she cautions as the silence of speech created by the persecution of so many writers in Turkey. (Watch Elif’s TED Talk)

Awards season report. For her services in education and women’s economic empowerment across the Gulf Cooperation Council, Dr. Leila Hoteit was named Businesswoman of the Year at the Arab Woman Awards UAE ceremony in Sharjah, UAE. (Watch Leila’s TED Talk)

— For his diversification of solid state lighting (SSL) applications through LiFi, Harald Haas received the International Solid State Lighting Alliance’s Award for Outstanding Achievement. (Watch Harald’s TED Talk)

— Sarah Parcak, the winner of the 2016 TED Prize, was honored with an American Ingenuity Award from Smithsonian magazine for using satellite imagery to disrupt looting and locate unknown ancient sites. Parcak shared the stage with other awardees, including Aziz Ansari, Lin-Manuel Miranda and the mother who exposed the water crisis in Flint, Michigan. On December 12, Parcak was named one of Foreign Policy’s “Leading Global Thinkers of 2016.” This year, the magazine’s editors made the case for optimism; the honorees, they wrote, “are proof that as society’s pillars falter, individuals step in to bear the weight.” Parcak’s TED Prize wish, to build the GlobalXplorer citizen-science platform, appealed because she’s “recruiting her own citizen army for the research” into looting of ancient sites around the world. (Watch Sarah’s TED Talk, and sign up for updates on GlobalXplorer.)  

Twist’s latest campaign for Heluva Good! Cheese reminds viewers that during fireside chats or intense bidding wars, flavor is always worth enjoying. The first 2 spots to air of Matt Pittroff’s humorous campaign points out that whether you are venturing into the great outdoors or frequenting yard sales, hunger strikes and flavor is always calling. The new campaign encourages viewers to strike gold with nachos, a grilled cheese or cheese fondue and use fantastically flavored Heluva Good! Cheese.

Credits:
Spot Titles: “Camping” and “Garage Sale”
Agency: New Honor Society
VP, Group Creative Director: Terry Stewart
Creative Director: Tom Nations
Agency Producer: Derek Burr
Executive Producer: Larry Israel
Producer: Beth Martychenko
Senior Copywriter: Zack Swyers
Production Company: Twist
Executive Producer: Alissa Liebert, Jim Geib – President/EP, Amyliz Pera/EP
Director: Matt Pittroff
Line Producer: Steve Blair
Editorial Company: 90 Degrees West

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In the managerial pecking order within most organizations, finance occupies a more central role than the flimsy business of marketing.

Financial people use complex terms like ‘derivatives’ and ‘collateralized debt obligations’, and deal with multibillion-dollar sums on a daily basis. Marketers are a simpler mob, occupying their time with more basic duties, such as brand building and customer satisfaction.

However, when you think about it, shouldn’t it be the other way around? Shouldn’t the marketer, who builds the brand and works with the consumers who pay for everything, have a more exalted position than the manager who simply accounts for and invests the resulting income? Given the corporate shenanigans in the financial sector that emerge on a regular basis, doesn’t it make more sense to trust the marketers who generate value, rather than the incomprehensible financial markets that just seem to lose it?

Brands continue to provide empirical evidence that marketing does indeed beat finance. That evidence is mounting. The next time you are asked to make a case for building a strong brand refer to the following eight fact-based insights.

1. Brand Leadership Equals Business Leadership

The world today is far different from what it was only a couple of decades ago and these structural changes have placed brands at the forefront of business success. A review of stocks in the S&P index shows that businesses that own stronger brands perform significantly better than businesses that own weaker brands.

2. Why Brands Drive Financial And Business Results

The bottom line is that strong brands have a very strong positive impact on financial and other business results. Following are key data points on some of the ways in which this occurs.

3. Strong Brands And Corporate Growth

In what ways does developing a strong brand increase a company’s growth potential? A strong brand helps a company grow in three specific ways. First, companies can charge a higher price — which hopefully leads to higher profits, thereby resulting in more cash to expand the business further. For instance, since Caterpillar has a very strong name in the construction equipment category, it can charge more—because buyers know of Caterpillar’s great product and service quality. In earning more, it can grow faster.

4. How Brands Create Financial Value

Perhaps the biggest pay off of creating a strong brand is permission to extend into new product categories. If you have successfully built a strong brand, you can leverage the positive feeling people have for it by launching new products in categories that fit the brand positioning. In cases like these, it is more about how well you deliver on the brand promise. The brand itself is already well-known and appreciated.

5. The Role And Value Of Branding

So many people misunderstand the role of brand. They think it’s a synonym for marketing, and marketing is a synonym for media spend.

• A brand tells people who to value and why.
• Marketing tells them how the brand is valued, and where to access it.

The purpose of your brand is to use that perceived value to provide you, through marketing, with sustained sales at a greater level of return than the market is inclined to give you over the longer term.

6. Warren Buffett And Strong Brands

Buffett likes strong brands because they create a protective ‘moat’ around a business. He believes that for a business to earn excellent returns on invested capital, it must command a sustainable, long-term advantage. So, strong well-known brands are one of two types of brand that excite Buffett as an investor, the other being low cost producers. Buffett takes the long view for his investments. He is looking for a sustainable competitive advantage – not a quick win.

7. Why Strong Brands Drive B2B Markets

Brands matter in B2B markets. In fact, they may matter even more in B2B than in B2C.

8. The Business Impact Of Strong Brands

What is the business impact of strong brands?  Why are strong brands so important?

Brands deliver the following key benefits to organizations:

• Increased revenues and market share
• Decreased price sensitivity (or the ability to charge price premiums to consumers and the trade)
• Increased customer loyalty
• For manufacturers, additional leverage over retailers
• Increased profitability
• Increased stock price and shareholder value
• Increased clarity of vision
• Increased ability to mobilize an organization’s people and focus its activities
• Ability to attract and retain high quality employees
• Reduce cost of capital – A strong brand facilitates access to financial markets with more favorable conditions (lower perceived risk); also, perception influences the price of the stock
• Extend duration of cash flow – strong brands last longer than weak ones, therefore a strong brand would generate profits for a longer period of time than a weak brand.
• A strong, well-positioned brand extends the life of your organization indefinitely by providing independence from a particular product category, increasing flexibility for future growth (through extension), and therefore, increasing the ability to expand into new product and service categories and alter the product and service mix to keep up with marketplace demands. Without a strong brand, your organization’s life span will be tied to the life span of the products it manufactures or the services it provides.

Co-authored with Mark Ritson.

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With more than 100 events this year, the ANA heard a lot of marketing genius. In this presentation, we’ve pulled together the ten key takeaways from all of our events.

Celeste Headlee offers four insights for better political conversations. Yes, even this year. Screengrab courtesy TEDxSeattle

Is there someone in your life with whom you disagree? Has something gone unspoken for a long time that you would like to address? Or maybe you want to have a conversation about the future of our country or something close to home.

This holiday season, have that conversation. Before you stay home to avoid your family because you’re afraid of an argument, consider opening up instead.

Here’s all it takes:

1. Reach out to them and invite them to meet for a conversation.

2. Read through the suggestions below to help make this conversation a good one.

3. Talk and afterwards, thank them, and if you like, send a tweet or Facebook post with hashtag #hadthatconversation.

4 tips for having a good conversation about politics

1. Don’t try to educate anyone or change minds. It’s really hard to change someone’s mind. In fact, it’s incredibly difficult just to change your own mind. We almost never do it. We are all victims of the backfire effect. Multiple studies have shown that if we believe something and someone shows us actual evidence that refutes our belief, that proves it wrong, our belief grows stronger. In other words, seeing evidence and facts that go against what we think backfires. Don’t bother. Just enter the conversation intending to learn something, not to teach.

2. Don’t pre-judge. We are programmed to believe that people are pundits. We think that if someone supports Bernie Sanders, we’re going to agree or disagree with everything they say. People are complicated and nuanced. That’s what makes them so damn interesting. Don’t assume they’re your enemy. You may disagree on nuclear policy, but totally agree on health care. You may disagree on almost everything, but both think dogs rule. Be open to another person’s ideas. As Carl Sagan said in his Baloney Detection Kit, “Try not to get overly attached to a hypothesis just because it’s yours.”

3. Show respect. At all times. You think they don’t know what it’s like to be you? Well, you don’t know what it’s like to be them. Life is hard. It’s hard for everyone and while you may not like their solutions, they think they’re doing the best they can. More importantly, they are a living, striving human being. Show them the respect that you demand for yourself.

4. Stick it out. Don’t throw up your hands and say, this is pointless. Don’t walk off in a huff. I can tell you now that it’s not fun to listen to someone say things we disagree with. It’s upsetting. It can get your blood boiling. But take a breath, think before you respond, and stay in there.

I promise you, we can talk to people who disagree with us and we must. I think this election has shown that our nation has been in denial about a lot of underlying forces for a long time, and I hope we can find a way to grapple with the truth, instead of discounting facts and embracing what proves us right.

I hope we can start to have the tough conversations that we’ve avoided for too long now.

— Celeste Headlee and Phil Klein

What Is Your What? What is the one thing you were born to do? Steve Olsher, who has built several successful businesses, and who now helps other entrepreneurs succeed, visited my show to share his insights on how to answer this essential question. Below are some of the highlights of…

By Katie Paine I promise I’m not going to talk about social media’s impact on the election. That’s been hashed over to death in the media, and you can read all about it here, here, and here. However, I will talk about the impact of the volume and speed with which social media invaded our society […]