Source[De]Coded: 📦 Think Outside The Box
Hey fam! It’s officially summer travel season and the SourceCode team is really out and about seeing the world. We have team members exploring London, Paris, the French and Italian Riviera, Canada, New England, Miami and so much more. We love a good ‘recharge your batteries’ trip! #sourcecodestrong
Even with summer in full swing, the team not on vacation (🙂) has been working really hard on a few marquee client initiatives…with the support of two new SourceCoders (Thanks Jody!). If you know anyone awesome, send them her way. We still have a few open roles!
Breaking(ish) News - We launched the SourceCode Impact Dashboard to help marketing leaders more effectively monitor marketing initiatives to make better ROI-based decisions. We’re using it on ourselves as well and we can attest…it’s awesome! Ping Kevin if you’d like a demo.
We’ve also been squirreling away on our new website launch (act surprised when we show you in a month or so) and a few exciting marketing initiatives we think are going to help clients and prospects in value-driving ways. Stay tuned!
Shameless plug: check out the amazing work our Sonatype account team did newsjacking the CrowdStrike debacle. More than 40 pieces of coverage in 48 hours!
Alright, this week we’re getting back to the basics. Our three stories showcase some unique marketing campaigns, highlight a trend towards using in-house influencers, and give us some real tangible tips on how to create better content.
As always, dig in, enjoy, and tell us what you think!
Becky & Greg
Get creative: The campaigns from H1 2024 that were uniquely creative
TL;DR: With record low marketing budgets, brand creativity has been waning over the last year. Some brands continue to miss the mark with tone-deaf ads (*cough* Apple’s iPad crush ad *cough*), but other brands managed to take risks and win attention. Ads like CeraVe’s weird Michael Cera activation, E.l.f.’s edgy OOH diversity campaign, and Sprite’s nostalgic reinvention of its “Obey Your Thirst” messaging all signal a potential creative resurgence.
Takeaway: Somewhere along the way, we seem to have lost the fun of creating campaigns for audiences. Of course, lower budgets and more volatile times impact this— even ads that may seem safe on the surface (looking at you again, Apple) have the potential to be negatively perceived. But if you’re playing it safe, you often risk being drowned out by all the noise consumers are facing. Take some inspiration from these six standout campaigns to embrace risk-taking or contrarian thinking, and get those creative juices flowing.
Consider:
- The campaigns in this piece stand out because they’ve embraced outside-the-box thinking and taking risks. What is the obvious approach your brand could take? Challenge that and brainstorm what the contrarian approach could look like.
- What is stopping you or your teams from flexing your creativity? Make a list of what’s hindering you, so you can start figuring out how to foster more creative ideation.
Utilize in-house experts: How your pros can help your brand story
TL;DR: When we’re calling in your brand’s subject matter pros, it’s for a good reason: in-house experts can make a major difference in selling a story to a skeptical reporter. When done well, having a brand expert quoted in a relevant news article can help build your reputation and strengthen your brand.
Takeaway: Public relations pros (like our SourceCode team!) are often on the front lines of getting your brand’s story told by researching ideal outlets, pitching stories to journalists, and positioning brand messaging to the press. However, internal leaders are an integral part of the process of providing extra color to a story. Some brands may be timid to put their CEOs or in-house experts in the hot seat, fearing that an interview could go badly and be detrimental to the brand’s reputation – especially in crisis-driven responses. These are all fears that can be alleviated by PR pros (still our team!) who know when an in-house speaker is beneficial to a story, and who can prepare speakers with all the details they need to speak with a member of the press directly. Most of this honestly comes down to speaking to the journalist like they’re just another human and relaying your brand’s story in a passionate, approachable way.
Consider:
- The benefits of having a brand executive contributing to a press piece often outweigh the potential of something going wrong. What are your concerns about having an in-house leader or expert quoted in news media? Once you’ve identified those concerns, you can plan to ease them. For example, craft a media training plan to prepare your in-house leaders to know how to talk with members of the press (Psst… we can help with this!)
- Often, opportunities to comment on a news piece are urgent and arrive suddenly. Gather evergreen quotes from your leadership to be ready to respond when the moment arises. For example, what would your response be if something tragic happened in your industry? You might not be able to craft the exact response, but aligning on general approved copy (that can be tweaked later) can be a huge timesaver.
Crafting intentional content: Making content that leads to conversions
TL;DR: At the end of the day, content and comms are tools to increase brand awareness and lead consumers toward your product or service. While conversion-driven tactics are often reserved for SEO purposes, many concepts can be applied to content and comms, leading to more intentional content and less wasted efforts.
Takeaway: The article here mentions four tips to optimize content for conversions: use simple language, make the right offer, use discount codes, and include social proof. All of these can be co-opted into organic content or comms campaigns. Simple language goes a long way when relaying your brand story to an audience or a journalist. Aligning your offering toward the relevant audience’s pain points can help you better identify media targets. Discount codes may look a little different than in SEO strategy, but if you’ve got the perfect audience or press outlet, consider expanding the relationship to a sponsored partnership. Social proof can help bolster your brand’s reputation in a story. By approaching every comms effort with a goal of conversion, you’ll start to recognize which opportunities will help lead your brand forward and which ones aren’t the best use of time.
Consider:
- Approach every PR opportunity or piece of content with the goal of fostering more conversions. Ask yourself: will this bring me toward converting a customer?
- SEO concepts at their core are meant to optimize, and can often be helpful when applied to other areas of marketing. What tactics can you take to optimize your area of marketing or comms?
Here is what Kevin Dulaney, EVP and Head of Technology and Innovation had to say:
SourceCode Communications Launches Impact Dashboard, an All-In-One Measurement & Reporting Tool that Transforms Data into Strategic Insights for Marketing Teams
On the heels of the launch of SourceCode Amplify, a proprietary AI tool for maximizing earned media coverage, SourceCode has rolled out its latest product development – the SourceCode Impact Dashboard. Focused on making reporting, measurement, and analytics more streamlined and actionable, the Impact Dashboard is a comprehensive solution designed to simplify the complex landscape of marketing analytics– addressing data overload and arming brands with the right information to maximize their marketing efforts.
According to this year’s Global Comms Report, PR professionals are increasingly relying on data and analytics more than they were a year ago. However, sifting through the wealth of data that is available and extrapolating meaningful insights can be a challenge. This fact coupled with recent research showing that CMO budgets are on the decline (Gartner), comms professionals are experiencing the challenges that come with fewer resources to make sense of this data and show how marketing is impacting the business’s bottom line. Utilizing tools and technologies, like what SourceCode has created with the Impact Dashboard, allows for the meaningful analysis of data in an efficient and streamlined way.
“In today's data-driven world, businesses are inundated with information from various channels and have more data than could ever be analyzed, making it challenging to decipher what’s working and what isn’t,” said Kevin Dulaney, SourceCode EVP and Head of Technology Innovation and creator of the Impact Dashboard. “Our Impact Dashboard is more than just a tool; it's a strategic asset that enables businesses to make informed decisions, optimize budgets, and elevate their overall impact. This comprehensive solution transforms raw data and provides the key to unlocking deeper insights, fostering innovation, and staying ahead in a competitive landscape.”
Each Impact Dashboard is tailored to a client’s unique needs, business objectives, and pain points while taking into account factors such as their existing data infrastructure, competitive set, and preferred reporting formats. Once there is alignment, SourceCode creates a bespoke dashboard with customized modules that can measure impact over time across various channels and media types – from SEO to paid marketing efforts to social content, and more. By leveraging the existing marketing stack and bringing analytics into one streamlined platform, Impact Dashboard provides a full picture of marketing efforts and ensuring that every dollar spent is an investment toward achieving business goals. Further, by consolidating data from all media types into one central hub, the Impact Dashboard provides detailed, actionable insights that can be leveraged to drive measurable results. If you are interested in learning more about the Impact Dashboard and how it can help your brand streamline measurement and optimize your marketing analytics and efforts, reach out to us at hello@sourcecodecomms.com.
Source[De]Coded: 🫥 No Comment
Hey Team -
Is it warm enough out there for ya? We’re sweating out ALL the toxins here in NYC.
It’s been a busy time for us here at SourceCode. The new business pipeline really ramped up, we’ve just had our quarterly Advisory Board meeting (TL;DR - we’re ready for a big H2 😁) and we’ve picked up a really nice piece of organic growth with our amazing client Vultr. They went with a fully built-out EBM program, holler if you’d like some info on it. Lastly, we’re also DEEP into our own website revamp...cross your fingers and toes that we get it done before our website project manager’s baby girl decides to join the fam 👶.
Shameless Plug - Our VP of Consumer, Cori put together some tips on holiday gift guide season, which shockingly is already upon us. Check it out and let us know if there’s anything you want to chat about.
Alright…back to the business at hand…this week we have a few articles that caught our attention. The first is an interesting take on the ‘no comment’ PR response. Christa, our new EVP of Client Services also weighed in below. The second is a report on Gen Alpha from our client Razorfish and last but not least, a fun AI-focused campaign from Motorola.
As always, let us know your thoughts. Enjoy the sunshine!
Best,
Greg & Becky
Silence speaks: Is there value in the “No Comment” PR response?
TL;DR: The “did not respond to a request for a comment” phrase is appearing more and more often in news articles. Many journalists claim it’s harming stories and painting companies in a bad light, while some argue it may even perpetuate recent public hostility towards the press.
Takeaway: There are obviously times when a “no comment” response is warranted. But, as CNN writer Oliver Darcy points out, “It’s the job of spokespeople to tell the best story about the companies they represent.” That means when you get a journalist reaching out for a comment, you’re getting an opportunity to tell your brand’s story your way. No response leaves room for others to paint your brand however they want – don’t give them that power. An uncomfortable comment back might be better than no comment at all.
Consider:
- How can you control your brand’s narrative in someone else’s story?
- If you’re tempted to provide a “no comment” response, ask yourself why this is your gut reaction. Is it because you genuinely think your brand shouldn’t comment? Or is it coming from another place of discomfort?
Here is what our EVP of Client Services, Christa Conte had to say:
Prepare for future consumers: New research shows Gen Alpha’s increased brand awareness may pose a unique challenge
TL;DR: A new study from Razorfish and researcher GWI found that a majority of Gen Alpha (those born between 2010 and today) possess a more grounded, mature perception of brands than their parents did at the same age due to increased access to technology. This has also led Gen Alpha to be more skeptical and discerning when evaluating brands – a unique challenge that brands will have to plan for.
Takeaway: While Gen Alpha still has a ways to go until they achieve independent purchasing power (and their habits may change by then), brands should take note of their interests as it may help to future-proof strategies. Gen Alpha doesn’t put much stock on popular brand promotional techniques, like using athletes or celebrities as spokespeople. The cohort generally associates large-scale promotions with a lack of brand authenticity – just 14% favored a brand due to a celebrity endorsement and only 20% favored companies that “produced really great commercials.” Overall, the tactics that typically work well for other generations may not perform the same with Gen Alpha. May be time for brand marketers to get a new bag of tricks.
Consider:
- What are you doing to future-proof your branding and promotional strategies?
- Gen Alpha mostly distrusts brands due to a lack of authenticity. Is your brand showing its authentic self? What would it look like to lean into more raw, authentic promotions rather than highly produced ones?
Intersecting interests: Motorola creates an entirely AI-generated campaign to promote smartphones on the runway
TL;DR: Smartphone company Motorola wanted to position itself as a technological innovator and a fashionable brand, so it turned to AI to create its latest campaign. The campaign launch video, “Styled with Moto,” showcases fashion designs, runway shows, and models in photoshoots entirely made from thousands of AI-generated images.
Takeaway: Motorola really wants to be taken seriously as a design-forward tech brand, but positioning towards a different industry than your norm can be risky. AI can help take away some of that risk with lower costs, fewer human resources, and faster iteration. It’s actually a really interesting way to break into the intersection of tech and other industries, and we should expect more brands to copy this approach. AI provides brands with the chance to test out new messaging and campaigns without the typical risk.
Consider:
- How could your brand or product expand into a different industry or the intersection of another industry?
- AI can help you test more and expand your abilities. What messaging or campaign would you try out if time, money, or team efficiency weren’t an issue? This may be the best area to start experimenting with AI tools.
Media AMA: Insights from Cheryl Winokur Munk on Collaborating with Freelance Journalists
Recently, I had the privilege of hosting an "Ask Me Anything" (AMA) session with Cheryl Winokur Munk, a freelance journalist whose work has graced top-tier outlets such as CNBC and The Wall Street Journal. Cheryl described the freelance role as a "jack of all trades" within the business world. Unlike staff writers who often have specific beats, freelancers cover a broad range of topics based on the needs of the publications. This flexibility means freelancers could write about financial advisors for Barron's one day and cybersecurity for The Wall Street Journal the next. It also means that pitching them can be challenging.
Here’s a recap of highlights from the session offering more insight into how to work with freelance journalists.
Don’t Shy Away From Introductory Briefings
To better understand technical topics and details, freelancers often approach unfamiliar topics by asking sources to "talk to [me] like I'm stupid". It’s not abnormal for freelancers to dive into subjects they may not be as familiar with due to the stretching beats and requirements of the various outlets. This means, they heavily rely on thorough research and expert interviews to gain the necessary understanding. Oftentimes, using these introductory briefings to obtain knowledge will lead to sources being quoted down the road. It also means conversations and interviews that are developing organically can shift the story's focus. With a goal of making difficult topics more accessible for readers, a conversation may start with one angle in mind, and then quickly adapt as it progresses.
How to Identify and Pitch Subjects
From a PR perspective, pitching to a freelancer can be challenging. Since they don’t always focus on a single beat, predicting what they’re writing about next is difficult. Story subjects usually arise from a combination of editorial direction and the freelancer's initiative. But they move quickly from one topic to another, which means pitches need to be timely and relevant. Even then, you might miss that perfect window. So, get comfortable with sending information on potential experts and data, rather than fully fleshed story ideas. That way, journalists can file the email away for future reference when they might be pursuing a piece that requires an expert who can be cited for that angle.
Effective Spokespeople
If sources are the lifeblood of a robust piece, spokespeople who can clearly articulate complex topics in a way that is understandable for readers are key. Sources shouldn’t speak in overly technical terms or insist on off-the-record conversations without clear reasons. A strong spokesperson should be knowledgeable, concise, and have the ability to explain industry topics in layman's terms.
Preferred Types of Information: Source Credibility and Data Integrity
Data-driven stories are particularly valuable. Most journalists appreciate access to relevant data that can be cited and sourced later because it saves them time on research and enhances the depth of articles. When going that route, opt for pitches that highlight specific sections of reports, rather than overwhelming media with full documents.
Of course, there’s the importance of credible sources and reliable data, but even more are the origins of data and methodology. Data can get skewed or misinterpreted to tell a certain story. Plus the sample size needs to be statistically relevant. For example, when offering data from a survey, larger sample sizes (at least 200 respondents) are better.
Roundtables and Conferences
While freelancers occasionally cover roundtables for specific assignments, most generally find them inefficient for story gathering. Instead, journalists prefer receiving summaries of roundtable discussions and information about the experts involved, which can be used for follow up as needed. As for conferences, due to time constraints, frequency of pieces, and the overall lack of diverse topics at the event, most freelancers don’t find them worth their time. Again, a recap would be more accepted than an invitation to attend a conference.
For those looking to work with freelancers like Cheryl, understanding their unique workflow and challenges is key. Providing relevant, credible information in a concise and timely manner can make all the difference in building a productive and mutually beneficial relationship.
5 Tips for Amplifying Your Holiday Gift Guide Season (Spoiler Alert: Start Now!)
Just as things are heating up for summer, it’s time to think about the end-of-year holiday season. Yikes!
You might be wondering: “But, do we have to?” The short answer is yes, but it depends on your priorities. If you’re looking for coverage in print magazines (yes, they still exist), then the general rule of thumb is to lock something in 3-6 months out from when you’d want the piece to publish. That being said, even online outlets are starting to get ahead, with most reporters we’ve spoken to suggesting wrapping up your gift guide pitching before the end of summer.
I know, I’m sweating just thinking about it, and it’s not because it’s approaching 90 degrees here in New York today.
We’ve seen these early asks for holiday product roundups happen across the board. Think about what you see outside of a media setting, with Halloween decor in your local Home Goods starting in August. For last year’s holiday season, we started outreach for our client Wisdom in July, taking advantage of the summer and fall Prime Days, seeding reporters with product info to keep the relationships warm leading into Black Friday, Cyber Monday, and all of those EOY product roundups. This approach proved successful with our team securing early wins in publications like Rolling Stone, USA Today, and Parade.
From our experience on the consumer side of the business, there are a few things that have helped us stand out. While some might seem obvious, it’s important to keep in mind since we already know the media landscape is competitive, and that becomes especially true during the busy holiday season.
Here are five suggestions to make your holiday gift guide coverage season a success:
Remind yourself that it’s never too early to reach out:
As I mentioned earlier, the concept of “long-lead” has never been more true than it is today. We’d suggest starting your holiday outreach in the summer, finding opportunities to tap into seasonal moments to entice a reporter now, and keep the relationship warm through the end of the year (and beyond).
Don’t forget, even a small discount goes a long way:
Everyone likes to know they’re getting a deal, myself included :) While not every brand can offer a promotion or discount code, you can get creative in your product offerings, whether it’s bundling products together (to give the illusion of a deal) or waiving shipping fees for last-minute shoppers.
Be creative and find a niche category to stand out:
You can’t just reach out to a reporter with a product that would be great for their holiday gift guide… BO-RING. Think about quirky listicles you can help them create, whether it’s gifts for the person who refuses to buy into mainstream trends but still gets all of their inspo from TikTok, or the Bridgerton lover who wants to keep their steamy obsession under wraps.
Round up your round-up!
You may have been tasked with media outreach for one specific brand, but don’t forget about your other clients! They may not all have obvious holiday gift guide products, but it’s always helpful to reporters if you can give them more than one brand to include (especially if you’re going super niche on the above).
Wrap everything up in a nice bow (gift pun intended):
Beyond offering them the product, all necessary assets, product info, etc., think about what else you can offer reporters. Can you couple the product with insightful data that points to why it’s relevant to their reader? Is there a consumer-facing spokesperson who can share a bit more on how to use it, why they love it, or who might care? Help them help you!
Our job as PR professionals is to make reporters' lives easier. We know they’re going to be slammed with gift guide pitches come October, so let’s get ahead of it (for ourselves, and their inboxes). Plus, who couldn’t use an excuse to get in the holiday spirit a few months early!?
Want to learn more about how SourceCode can help you with your brand outreach, whether it’s for holiday gift guides or anything in between? Beyond the coverage mentioned earlier, we’ve also landed clients in The New York Times, Insider, and WIRED for product roundups. Reach out and let’s chat!
SourceCode Expands International Remit with Vultr
SourceCode Communications, a leading international technology PR and marketing consultancy, has expanded internationally with Vultr, a global provider of high-performance cloud infrastructure services.
SourceCode’s UK team extends its country programme by being appointed as Vultr’s global lead agency, coordinating its international communications programme. SourceCode has also expanded the programme across its partner network in France, Germany, Spain and the Nordics. From July, Vultr will leverage SourceCode for executive thought leadership in the US.
Vultr is an ultra-reliable cloud platform known for its speed, reliability, and ease of use, making it a preferred choice for developers, businesses, and organizations looking to deploy and manage applications and websites in the cloud. Vultr has chosen SourceCode to spearhead its global public relations efforts and strategic communications, enhance its brand visibility and strengthen its presence. The new global hub brief will see SourceCode manage all of Vultr’s global PR teams across North America, LATAM, and Europe.
Kevin Cochrane, Chief Marketing Officer, Vultr, said, “Vultr is growing rapidly around the world and we need the best communications partners. We are excited to be working with SourceCode to manage and drive our global communication programme through our North American and LATAM teams, as well as through their partner network across Europe. The work SourceCode has delivered has been game changing for us and so we are excited about harnessing that across more geographies. It is great to partner with an agency pioneering new innovations and services to help keep brands at the forefront, and we are looking forward to taking advantage of some of these new services.”
Since launching in the UK in September 2023, SourceCode UK has expanded rapidly with a growing portfolio of clients and team. The agency has launched several new services including Analytics, Executive Brand Management (EBM), and most recently SourceCode Demand Cloud, its marketing-as-a-service capability.
"When clients expand geographies and services it is testament to the quality of work our team is delivering, and investment in building cutting edge new tools and services," said Giles Peddy, Managing Director/EVP, SourceCode Communications UK & Europe. "Vultr operates in one of the hottest areas of technology and our ability to help shape the future of the brand is exactly what SourceCode was built for.”
Source[De]Coded: 🫵 Getting Personal
Hey all,
It’s been a big few weeks. 5 days in Cannes, a BIG leadership team announcement (welcome Christa and Jody - we’re honored to be working with you), and a kid off to sleep away camp (yes, I’m obsessively refreshing the Campanion app trying to catch a glimpse of my kid. Don’t judge me). I’m totally spent.
Back to our regularly scheduled programming - with the hesitation we’re all feeling in the PR and comms industry, it’s been nice to take some time to reflect on all the awesome things going on in our industry. PR took centerstage with a bigger presence in Cannes and some major award wins. Good news - creative and strategic thinking are in high demand as we all work to embed AI into the work we’re doing. In my first experience at Cannes (yes, I had the same impression you did - marketers partying on the French Riviera telling each other how great they are), I was blown away by the caliber of marketers you’ll find at every turn. While the perception is largely true, what is also true is that if you approach it like any other continuing education and business development activity, there is TONS of value to be had (sorry in advance if we met at the show…my follow-up is coming shortly 😀).
Shameless Plug - SourceCode Amplify has gotten some AMAZING new updates. If you’re looking for a nice way to quickly and easily leverage all your hard-earned….earned (see what I did there?), reach out to Kevin. We’re happy to give you a 5-minute demo and give ya a freebie.
This week, we’re banging on about the effectiveness of highly-targeted marketing, an overview of Apple Intelligence, and a fun take on Cannes from the Marketoonist.
Enjoy the sunshine!
Greg
Get personal: More ad networks are launching these days, providing unique opportunities to reach target audiences
TL;DR: United Airlines just launched its own media network, Kinective Media, to connect brands with consumers by using travel behavior data, like your seat location or the time of day you’re flying, to offer more personalized ads and content. Marriott, Expedia, and Macy’s are already among the brands and agencies using the platform to reach consumers on United’s mobile app and inflight entertainment screens. United isn’t the only one getting creative in launching its own network – Walmart and Spotify are two of the more recent front-runners – but it is the first to launch within the airline industry.
Takeaway: The future of marketing and communications is deeply personalized. Just think about your own consumption habits. You’re probably getting bombarded with ads and brand messaging – it can be hard to stand out from the crowd. Targeted media networks, like United’s Kinective, allow brands to reach consumers more directly and break through all the noise. While they’re still new, they do have compelling metrics and promising new consumer data. At the end of the day, no campaign platform can guarantee success. So, it might be worthwhile to consider rerouting some of your traditional Meta or Google spend toward some of these more unique opportunities.
Consider:
- Are your traditional media networks working for you? Or could you benefit from trying out a new ad network?
- Using travel behavior data is United’s way of reaching consumers directly where they are. Where is your audience? How can you reach them through personalized campaigns based on their behaviors, habits, or interests?
Meet the new AI on the block: What marketers can learn from the rollout of Apple Intelligence
TL;DR: Apple’s introduction of Apple Intelligence, its new multimodal, cross-platform approach to AI, landed with a bang. The tech will soon be available on every Apple platform and device, including generative AI features and improved Siri, thanks to a partnership with OpenAI and ChatGPT. While time will tell if Apple Intelligence’s features provide a benefit to consumers, one thing is clear: if Apple adopts it across its entire ecosystem, it’s going to be a major move forward for AI in the public zeitgeist.
Takeaway: Apple Intelligence will help many people make sense of AI and, hopefully, dispel public fear of the technology. That’s a huge move for tech marketers and brands. A household brand name like Apple bringing AI tech to users worldwide will ideally encourage more technical innovation and get people excited about AI. As communicators, it’s also important to note how Apple’s working on the rollout of Apple Intelligence. It’s leading with education and clarity, with explainers in many forms – from an interactive webpage with thorough and clear language to a 5-minute TL;DR style video on the highlights. Apple’s messaging is for the everyday user, not the tech expert. Instead of including buzzy, mysterious marketing jargon to excite users, Apple’s messaging makes AI approachable, understandable, and, thus, less scary.
Consider:
- How can you take a note from Apple’s book and make your messaging as clear as possible to dispel concerns or confusion about your technology?
- Can Apple Intelligence’s new tools help your team become more efficient in your work? Can these tools help your brand better position your product offering?
We also checked in with our resident AI expert Kevin Dulaney to get his thoughts on all of this. Here's what he had to say:
Don’t limit creativity: Lessons from Cannes Lions 2024
TL;DR: Last week, advertising and marketing pros flocked to the south of France for the 70th annual Cannes Lions International Festival of Creativity. The week-long industry event celebrates and awards the top work in advertising and creative direction, as well as fostering deep discussions about the future of creativity. Using his iconic illustrative style, Marketoonist (aka Tom Fishburne) summarized Cannes Lions as this: true creativity can’t be forced, it must be fostered – but many industry leaders don’t fully understand that.
Takeaway: We love laughing at Marketoonist’s work as much as the next person, but the message at the core of his work isn’t a joke. Celebrations like Cannes Lions can inspire creatives to unleash their full potential, showcasing the great impact your work can make when you let your unique, original ideas come to life. But in actuality, many of these ideas get squashed before they ever see the light of day. The winners at Cannes Lions are thriving because they take risks, embrace being different, and champion truly creative work.
Consider:
- Think about the last time your team came up with a unique, creative idea. Did you embrace it with open arms? Or did you water it down with compromises?
- Try to foster creative work instead of forcing it. How can you invite more unique, outside-the-box ideas? Perhaps you could: create more regular opportunities for team members to share creative ideas, encourage folks to share more imperfect ideas, or reassess your processes to dismantle creative roadblocks.
How to be Purposeful with LGBTQ+ Support Well Beyond Pride Month
The LGBTQ+ community has become centered in the ongoing sociopolitical space debate over the past year, with an unfortunate focus on the rights of transgender people and their freedom to exist as how they identify. They say that history doesn’t repeat but echoes, and we’re seeing that happen in real time, magnified by a contentious presidential election.
As Pride Month comes to a close, we’ve observed an unfortunate side-effect of this phenomenon. There has been a muted show of support for the LGBTQ+ community by public figures, corporations, and brands this year. While it’s difficult to tie this phenomenon directly to the political climate, it’s not difficult to see why some would draw that conclusion. In recent years, Target, who has historically been one of the most active participants during Pride Month with their Pride merch line, saw several instances of disruption at their stores from homophobic shoppers. Bud Light saw a significant amount of conservative backlash from its partnership with trans influencer Dylan Mulvaney last year.
PR professionals play a pivotal role in helping organizations effectively engage with the LGBTQ+ community. The following are guidelines to keep in mind to ensure that authenticity and purpose are represented in communications efforts, particularly beyond Pride Month.
Advocate for Pro-LGBTQ+ Legislation
PR professionals should encourage their clients and leadership to actively engage in advocating for legislative measures that support LGBTQ+ rights. This includes participating in advocacy groups, signing petitions, and publicly endorsing efforts that promote equality. Organizations can use their platforms to amplify the voices advocating for inclusive policies and protections.
Support and Amplify LGBTQ+ Charities and Non-Profits
It's crucial for organizations to support LGBTQ+ charities and non-profits that are actively working to advance equality. This support can include financial contributions, providing platforms for visibility, and collaborating on initiatives that positively impact the community. Highlighting successful partnerships and initiatives helps showcase the tangible impact of their support.
Implement Inclusive Policies and Protections
Creating inclusive policies and protections within the workplace is essential. This involves establishing non-discrimination policies, offering comprehensive health benefits including gender-affirming care, and fostering a supportive environment for LGBTQ+ employees. Communicators should communicate these initiatives internally and externally to demonstrate their commitment to inclusivity.
Maintain Year-Round Support
Authenticity requires consistent support throughout the year, not just during Pride Month. Developing a comprehensive year-round strategy that includes regular social media updates, community engagement events, and ongoing advocacy efforts helps sustain visibility and support for the LGBTQ+ community.
Respond to Backlash with Clarity and Strength
Inevitably, organizations supporting LGBTQ+ rights may face backlash. It's crucial to respond with clear and unwavering statements that reaffirm their commitment to equality. Having a crisis communication plan in place enables organizations to respond promptly and consistently, aligning their messaging with their values and standing firm in their support for LGBTQ+ rights.
All of this advice should be heeded even as Pride Month ends. With a highly divisive election looming and the future of LGBTQ+ rights uncertain, organizations stand to lose goodwill among those they serve by remaining silent. They will be judged not by their surface-level messages of support, but for their sustained commitment to equality. In these challenging times, standing up for equality can be a powerful statement that resonates beyond corporate walls, influencing positive change in society at large.
SourceCode Communications Establishes Global Executive Leadership Team with the Hire of Former Hotwire EVP Christa Conte and the Promotion of Kristen Stippich to US Managing Director
SourceCode Communications has announced the promotion of Kristen Stippich and the hiring of Christa Conte, solidifying the business’s global executive leadership team. Stippich, who has spent the past four years leading client service at SourceCode and has played a pivotal role in the organic growth of the largest clients by nearly 30% over the same time period, has been promoted to the agency’s first US Managing Director. Conte, who is the former EVP, Head of Client Services at Hotwire, will assume Stippich’s prior role as EVP, Head of Client Services at SourceCode, bringing more than 18 years of experience working with leading brands across the technology sector.
In addition to Stippich and Conte, SourceCode’s global executive leadership team includes co-founders and Managing Partners Greg Mondshein and Rebecca Honeyman, CFO Seth Rosenstein, and recent hires Kevin Dulaney, SourceCode’s first EVP, Head of Technology and Innovation, and Giles Peddy, EVP, SourceCode Communications UK & Europe. These strategic moves have brought on a powerhouse of talent and industry experience as SourceCode continues to take steps toward realizing the vision of being the place where brands and people come to grow.
“Becky and I have always said we’re only as good as the people we have around us, and today we couldn’t be prouder of the team we’ve assembled.,” said Greg Mondshein, Managing Partner and co-founder of SourceCode. “On the heels of our recent growth – from international expansion to numerous new service offerings and practice areas, to signing our largest client ever – we needed to establish a leadership structure that positions us for success in the next evolution of our business. The experience this collective team brings to the table is sure to help us achieve just that and truly elevates SourceCode’s potential to new heights.”
During her tenure at SourceCode, Stippich has played an integral role in developing new service areas and product offerings – from launching the agency’s AI practice and Strategy and Analytics team, to supporting the development of the SourceCode Amplify and Executive Brand Management products, to playing a critical role on key accounts and within various operations and human resource initiatives. Building upon this proven track record, Stippich will continue to work directly with SourceCode Managing Partners Greg Mondshein and Rebecca Honeyman on the strategic management and development of the agency’s US business. With three main focus areas of business development, client relations, and team excellence, Stippich will oversee the vast majority of the US business operations including agency resources, establishing and delivering on strategic goals, and working toward growth, profitability, and increasing revenue returns.
Stepping into Stippich’s former position, Conte comes to SourceCode from Hotwire, where she helped to launch its North America business 12 years ago. In her most recent role as EVP, Head of Client Services, Conte oversaw the $20 million revenue business focused on all client health, operations, and resourcing, including leading the company's largest accounts such as Amazon and Meta. Reporting into Stippich at SourceCode, Conte will work collaboratively with the US Managing Director and Managing Partners to develop and implement strategies that elevate and expand the firm’s service offerings and excellence in the delivery of its current services, as well as any other future offerings. Additional key responsibilities will include leading team performance to drive client and team retention, executing business development, and ensuring client growth and satisfaction across all portfolios.
“This is a pivotal time for SourceCode, so coming in to support the client and team operations, while working through the challenges and opportunities that come with scaling a fast-growing business, is what I’m looking forward to tackling most,” said Conte. “I also can’t imagine doing it with anyone other than this dream team of leaders.”
In addition to Conte’s hire, SourceCode has announced the joining of agency HR veteran Jody Johnson as its first SVP, People & Culture, where she will lead employee development, talent recruitment, culture building, and DEI+B. Before SourceCode, Johnson led HR at Clarity Global and prior to that, she led HR at M Booth as Chief People Officer for more than a decade. Throughout her career, she has also worked inside of leading holding companies Next Fifteen and the Huntsworth Group, as well as strategic advisory roles with The Hoffman Agency, Affect Strategies, and Global Gateway Advisors. As SourceCode continues to experience rapid growth, Johnson will bring her empowering and inclusive leadership style to ensure team members are provided with the support they need to grow their careers and deliver their best work while executing the agency’s human resources function on a global scale.
This news continues a significant period of growth and expansion from SourceCode – from its recent expansion to the UK, to the appointment of Kevin Dulaney as EVP, Head of Technology and Innovation, to the launch of numerous new products: Executive Brand Management, SourceCode Amplify, Impact Dashboard, and SourceCode Demand Cloud. With this built-out executive leadership team across various business units, SourceCode has positioned itself to accelerate towards a future of growth - for both the brands and people we serve.
Source[De]Coded: 👤 Don’t be cringe
Hey friends! We’re less than a week away from Cannes and we can’t wait to check out the latest and greatest from brand marketers, technology providers, and agencies (email us if you’re headed to the event).
This week, we wanted to shine a light on Pride Month and how brands can do a better job of authentically supporting initiatives that align with their core values (we too, are sick of the rainbow washing). Additionally, we looked at how nostalgia is having a moment and a cautionary tale of a campaign that brought on the cringe.
Shameless Plug: Have you heard about our new Amplify tool? We created a one-stop solution that leverages AI to help develop supporting content that enables comms pros to maximize the impact of earned media. Reach out for a free demo using a recent piece of coverage of your choosing!
Thanks for everything!
-Greg & Becky
Be respectful: How to appropriately move forward with themed celebrations
TL;DR: PR pros and marketers love a celebratory month as it’s always a great opportunity to lean into a public conversation and craft timely content. But it’s important to remember that these themed months celebrate specific communities and sometimes in acknowledging these months, brands may risk diluting (or worse: offending) the real purpose. Before jumping into ‘month’ celebrations, brands should evaluate their values and ongoing efforts to ensure they’re doing the work that truly supports the cause or community at hand. This Pride Month, take a look at the brands that are doing deep work, not just simply redoing a logo in rainbow colors.
Takeaway: According to HR expert Paul Wolfe, companies must ask themselves, “Are you in it because it’s the right thing to do? Or are you in it because you think your employees want it, or your consumers?" The main issue brands face across these types of campaigns is being seen as performative. For example, last year, Bud Light partnered with transgender influencer Dylan Mulvaney, then withdrew from the campaign when it sparked a boycott, leaving Mulvaney and LGBTQ+ supporters feeling taken advantage of. Wolfe recommends brands go to the source (ask employees how you can honor Pride Month), focus on education (not just entertainment), and remember that it’s not just one month (work on your support of the LGBTQ+ community year-round).
Consider:
- Are you interested in creating content around a current month’s celebration (ex. Pride Month) because everyone else is doing it? Or do you genuinely think it’s the right thing to do?
- How are you showing up for these communities when it’s not a celebratory month?
Bring new life to an old campaign: Gatorade revived its iconic 90s ‘Is It In You?’ tagline
TL;DR: For the millennials who remember Gatorade’s iconic ‘Is It In You?’ tagline, the brand has brought it back for its largest-ever campaign, aimed at encouraging the next generation of athletes to ignore the noise. With 53% of Gen Z athletes reportedly no longer playing sports because of social pressure and unrealistic expectations, it’s a necessary message heading into this summer of sports – starting with the NBA Finals and continuing through the Paris Olympics.
Takeaway: What’s that old phrase… If it’s not broken, don’t fix it? Gatorade is well-primed to take this approach, given its long history and its younger audience’s attraction to nostalgia. The tagline resonated with young athletes once, so it’s fair to assume it can do it again. The campaign combines the iconic tagline with an ad spot featuring an all-star roster of athletes, including Caitlin Clark, Jayson Tatum, Sydney McLaughlin-Levrone, and Josh Allen, narrated by long-time brand partner Michael Jordan. Gatorade uses these icons to drive home the message of the campaign and knit nostalgia with the new age: while the games have changed, the determination of young athletes and underdogs remains the same.
Consider:
- Nostalgia is a major tactic right now, resonating with audiences of all ages. How can you revive an old campaign and make it new again?
- Gatorade’s campaign isn’t so much a product push but rather an emphasis on the lifestyle and type of person who uses the product. What would your version of a similar campaign look like?
Beware of cringe: Trying to make sense of Canva’s rap battle
TL;DR: If you haven’t seen Canva’s faux rap battle between “a graphic design content creator” and “a concerned CIO” from its Canva Create event, you may have heard about it. That’s because the performance went viral on X for being, as startup founder Alex Cohen called it, “the most cringe sh*t I have ever seen in my entire tech career.” The rap performance was intended to call attention to Canva’s strong design offerings as well as its strong security offerings. In recent years, more tech brands have tried to be edgy, entertaining, and relatable with their approach. But taking such risks can often do the exact opposite and make brands seem out-of-touch.
Takeaway: It’s not that wild to think that a creative SaaS company like Canva could pull off such a stunt. They’re a modern, artistic, beginner-friendly brand, in contrast to overly complicated and expert software like Adobe’s Creative Cloud. If any design software brand were going to try this, it would probably be Canva. Yet, according to audience commentary, this performance felt forced – like a scene out of HBO’s tech parody Silicon Valley. While the common consensus was that this performance was a major moment of corporate cringe, it wasn’t for nothing. According to a Canva spokesperson, 50 million people saw the rap battle within 48 hours, leading to a 2500% increase in people talking about Canva Enterprise on social media. While the numbers seem impressive, this is a prime example of why metrics need context. On paper, lots of chatter around Canva may seem like a success. But if you look deeper at the keywords and messages, you’ll see that the conversations weren’t positive. There’s much more to a marketing strategy than simply standalone vanity metrics. It’s about quantity and quality.
Consider:
- Listen to what your audiences want from you. Is what you’re doing authentic to your brand, or just forced?
- Don’t just look at the high-level view of your metrics, analyze the quality of the interactions. What are people saying about your brand in their conversations? How are people feeling about your brand?