Short Takes for August 2020
  • Friday, Aug. 7, 2020
Ayesha Walawalkar

This  “A-Z” campaign from agency DAVID Miami for Danone’s Activia probiotic yogurt illustrates the importance of your gut, and highlights all the ways it can affect how we feel, physically and emotionally. 

The campaign stars a representative and diverse group of women, and speaks to Gen Z and Millennials. The four spots, voiced by 27-year-old female rapper Nayim Edwards, celebrate all the feelings--big, small and everything in between--that are impacted by our gut health.  

Mariana Youssef of Paranoid BR (Brazil) directed the spots.

Advertisers are embracing content marketing more than ever, despite having misgivings about the lack of accurate and insightful measurement of its effectiveness, according to a new study from the ANA in partnership with The Content Council. The study, “Growth and Opportunities in Content Marketing,” revealed that over a two-year period, spending on content marketing showed a 73 percent average budget increase. The report also projected a 42 percent spending hike two years in the future.

Respondents showed their commitment to content marketing has grown substantially over the past two years, with 52 percent indicating a “strong commitment”--double the figure from two years prior (26 percent). Content marketing also commands a decent portion (18 percent) of overall marketing budgets, according to respondents’ current estimates of total spending. The study defined content marketing as “the discipline of creating content, on behalf of a brand, designed with the specific strategy of influencing the intended target audience to drive quantifiable profitable results.”

“Content marketing has become, in a very short time, a major tool for marketers seeking to engage consumers in new and different ways,” said ANA CEO Bob Liodice. “It’s proof that a majority of advertisers are willing to experiment with and embrace longer forms of messaging to connect with their constituents.”

Despite their increased reliance on content marketing, a majority (59 percent) of respondents expressed misgivings about a lack of actionable insights derived from current tracking methods in determining the effectiveness of content marketing. For example, when asked which aspects of content marketing were the most frustrating for respondents, the top three responses touched on proving ROI, improving attribution, and overall measurement.

Another disconnect revealed in the report showed that only 35 percent of respondents said they have a clearly documented content strategy; 52 percent said they do not, while 13 percent said they were unsure. 

Ayesha Walawalkar has been named chief strategy officer for MullenLowe Group UK, following the departure of Jo Arden. Walawalkar has a 30- year record of strategy experience in leading roles in the U.K. and Asia. She has worked at Abbott Mead Vickers BBDO, BBDO Asia-Pacific, J Walter Thompson Singapore, Bartle Bogle Hegarty Singapore and Saatchi & Saatchi. Additionally Charlotte Mully has joined MullenLowe Group UK as head of planning. She has a mix of experience leading strategy for both global and local brands. Also coming aboard MullenLowe Group UK is Francesca Miles as strategy director. She had been with McCann and prior to that, Anomaly....

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