Bruno Lambertini

OOH is entering its next wave. In The Drum’s “Out-of-Home for Drummies” feature, EJ (Johnson) Lochen, Creative Director at FCB Chicago, joins experts who say the medium’s growth phase is only just beginning. As EJ notes, “It’s going to be interesting to see OOH pull apart into two different categories,” reflecting a shift between art-driven work and action-driven formats. Read the full feature to find out why it's future is anything but flat: https://lnkd.in/eSjubbRt #FCB #NeverFinished #TheDrum #OOH #Creativity #Advertising

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At #PortadaChicago we will learn how cultural relevance can significantly boost advertising performance across different target segments. Sonia Morales, EVP, Head of Agile Planning, Starcom, John Marson, SVP, Managing Director, Horizon Media, and Sergio Leon, SVP Group Creative Director, VML will discuss the crucial role of cultural relevance in: - Messaging (creative) - Advertising around tentpole events - Engagement provided by the media used   - Programmatic vs. non-programmatic buys  - AI: Incorporating a Predictive View into the Media Planning Process 👉 👉 👉 https://lnkd.in/ei6XY_2y

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DDB's former global chairman Marty O'Halloran joins Thrive PR as strategic advisor. Learn how top PR agency leadership drives growth and talent retention.

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I don't really like writing about trends. Most times, in creativity, the antithesis of a trend is what endures. And when it comes to gender equality in this advertising and marketing industry, there are no real trends because we've only nudged forward a little. The leaps are not gigantic enough to become trends. So instead, I chose to write about a future we all want to see at Open Chair This article mentions a lot of women...women that Open Chair sees as our very real and impressive present as well as our very certain future. A future in which we’re not still talking about lack, fear and discrimination, but one in which we are rejoicing because so many of us made it. Jessica Babsy Chuma Maqanda Boitumelo Dibetso Palesa Mofokeng Bathabile Xaba Carla Ehlers Sohyeon Bang Hannah Schutte michelle lourens Lerato Mbangeni Chantelle Dos Santos Lauren Dixon-Paver Abi Dracopoulos Devaksha Vallabhjee Danike de Jager Thandeka S Gilbert @Fu Myeni Zainab Mitha Lauren Mitchell Khanyi Modiba Mandisa Vilakazi Mpume Ngobese Koketso Masisi Zanele Kabane Mariam Mohamed Melina McDonald Fran Luckin Roanna Williams Lorraine Smit Nkgabiseng Motau #OnMyWatch #WomenInLeadership

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We just published a new piece on trust and Latino audiences, based on what we’ve been seeing in the work and in conversations with brands. 🔗 The Trust Gap: Why Latino Audiences Evaluate Brands Differently bit.ly/latinotrustblog

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Really appreciated being part of this conversation. Big industry shifts raise questions, but they also create space for new ideas and new ways of working. Chicago’s creative community has been through change before, and it always finds its footing.

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AI is reshaping how brand stories are told. Our Creative Director of Copy & Story, Jonny Leahan, explores how to keep your narrative unified across fragmented channels — and why it matters more than ever. 📖 Storytelling in flux: https://lnkd.in/eWqtHG_z

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Brands exist in the consciousness of the consumer. The perception, emotion, and meaning people attach to a brand is where that brand lives for them. Some consumers think American Eagle's recent ad is clever. A nostalgic double entendre delivered effortlessly by a very relevant Sydney Sweeney. While other consumers think that media isn’t just ads and entertainment, it’s a tool used to promote culture and challenge cultural norms. To them, this ad promotes a culture that is harmful and dangerous. Both are true. Brands should consider the gap between the intended meaning of a campaign and the actual meaning in the minds of their consumers. Because that gap is where trust is either built or broken. #Culture #InclusiveAdvertising #ResponsibleMarketing #CulturalIntelligence

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Latest Lions Research says that less than 13% of companies are willing to take a creative risk or to create "bold" creatives. I've been saying for years that you can get an unfair advantage using creativity and agility (with a nod to Maurice Saatchi). The same research says that brands that take creative risks generate four times higher profit margins and are 33% more likely to see long-term revenue growth. Making this the perfect time for your company to use creativity to move ahead of your competition. https://lnkd.in/grny5UEP?

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"From Relay Races to Rolling Mauls — Why Creative Briefs Are Evolving" I recently contributed to a piece in AdForum on how the creative brief is shifting - from static documents and consumer segments, to dynamic collaboration rooted in cultural insight. We’re seeing this play out every day: briefs are no longer handovers, but live conversations. Teams are instinctive. Data isn’t a report, it’s a trigger. And automation doesn’t kill creativity - it clears space for it. Thanks to India Fizer and the team for the invitation. The conversations sparked by this article have stuck with me and I’ll be exploring some of the emerging themes (like AI, systems thinking, and the crossover between emotional storytelling and tech) over the next few months here on LinkedIn. If you're interested, I'll post the article in the comments, and welcome any thoughts or further feedback. #CreativeLeadership #CulturalInsight #BrandStrategy #AI #HumanisingTech #ThoughtLeadership

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“Story, and narrative, are vital. But they're not strategy. Strategy is choice, sacrifice, and direction.” - beautifully said, G Douglas. Strategy is what’s clearly missing from marketing today. I’m not talking about media strategy either, although that’s also out to lunch if we’re being honest. Strategy is seeing an opportunity in the marketplace and intentionally building all you do to take advantage of that opportunity. Building on narrative alone is like building on sand. The challenge I’ve seen over the past decade is that everyone is in such a rush that strategy - and the patience required to benefit from strategy - is completely absent in most businesses. I blame Performance Marketing to a large extent as it’s the quick hit drug that makes everyone so impatient. For those businesses willing to employ strategy in all they do, success is significantly easier.

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The most real channel for a most unreal age? As brand communication becomes increasingly synthetic, channels that are inherently real, physical and tangible will take on greater scarcity value and signalling power. Just as marketers combined the benefits of digital and physical in the previous marketing revolution, others will find smart ways to bridge the unreal and the real in this one. Guest blog here for Marketreach on the evolving role of direct mail in an AI world: https://lnkd.in/en7r-vGv

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From a Brand-is-Capital perspective, most AI investment right now is defensive spend. Capital deployed to reduce perceived risk, not to build durable advantage. If everyone uses the same intelligence the same way, differentiation compresses. And when differentiation compresses, so do pricing power, loyalty, and long-term enterprise value. The winners won’t be the firms with the most AI. They’ll be the ones whose judgment becomes more distinctive because of it.

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Why you should treat your brand as an operating system https://lnkd.in/g6QPGHfk Modern brands must go beyond visuals and messaging to function as organizational infrastructure that coordinates decisions, culture, and behavior. When brand serves as an operating system, it guides priorities, reduces friction, and helps teams act consistently under pressure — turning belief into performance across strategy, product, and experience. #BrandStrategy #OrganizationalAlignment #Leadership #BusinessResilience #BrandOperatingSystem #DecisionMaking #CompanyCulture

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Longtime DDB leader Dave Kissel appointed CEO of Good Giant and Two by Four. The first major hire under the Merit Capital Partners and Six Pillars Partners-backed structure sees former DDB Chicago MD join to accelerate growth of the combined Good Giant and Two by Four group, reports LBB’s Addison Capper. Read here: https://hubs.la/Q03CxXkS0

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Dani Richa, Chairman and CEO of IMPACT BBDO for the Middle East and Africa, sat down with Fortune's #LeadershipNext to share how bold, multi-year campaigns have shaped brands and sparked cultural change. In a conversation with Fortune's Diane Brady and Kristin Stoller, Richa discusses his journey from architecture to advertising, how calculated risk and authenticity are essential in creative work, and why AI is amplifying, not replacing, human ingenuity. 🎧 Listen to the full episode: https://lnkd.in/e_PRYx_e

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The most effective applications of AI are probably already happening within your organization. Learning from each other and scaling the best solutions should be a regular occurrence. 👏 FCB Chicago & FCB Global

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