Hey Team - Welcome to your first May newsletter that doesn’t have an obnoxious May the Fourth pun. You’re welcome! 😅 Anywhooooo, we have been just BURIED in new business and can’t wait to share with you some of the new brands we’ve partnered with. As a result, we’ve been active on the recruitment front and have added four new kickass PR pros to the fam. Needless to say, we’ve been busy.  

Shameless Plug: Check out the PRWeek write up of our Staffbase AOR announcement HERE. 

Did you miss RSAC or the POSSIBLE conferences and wondered what the key takeaways were? We got you. Check out our RSAC takeaways here and POSSIBLE here.

This week, we take a deep dive into the merit of upfronts in today’s world, how integrated campaigns ruled the day at the Webby’s, and a friendly reminder from UserTesting that what your brand stands for matters.

As always, let us know what you think. Can we make this newsletter better?

Best,
Becky & Greg

PS - Are you headed to Cannes next month? Let us know, Greg will be heading out there to drink rose on yachts…I mean…work. 😏

Adjust to changing times: Do advertising upfronts still matter?

TL;DR: The annual cornerstones of advertising and marketing – TV upfronts and Cannes Lions – are fast approaching. But with the rise of streaming platforms, changing audience habits, and an increasing need for a flexible ad strategy, these commonplace solutions may not be that useful anymore.

Takeaway: In 2024, digital advertising revenues surged by 14.9% to $258.6 billion, the highest growth since 2021. Brands are shifting budgets toward platforms that offer innovative, personalized, and cost-effective solutions. Simultaneously, the media environment has transformed, with audiences consuming content across various platforms like Netflix, YouTube, TikTok, and Hulu. So sure, these traditional opportunities do still provide value… but relying solely on the old school playbook may limit a brand's ability to engage with audiences where they are most active.

Consider:

• Are your media buying strategies and partnerships adaptable to the rapidly changing content consumption patterns of your target audience?

• How can you diversify your advertising investments to include emerging platforms and formats that resonate with today's viewers?

Learn from the best: The campaigns that won Webby Awards this year

TL;DR: The Webby Awards, hosted by the International Academy of Digital Arts and Sciences, dropped their list of last year’s best digital campaigns, spotlighting brands like Fenty Beauty, Rare Beauty, Nike, and Powerade for their innovative digital campaigns that seamlessly blended creativity with technology.

Takeaway: 2024's Webby winners demonstrated the power of integrating technology with authentic storytelling. Fenty Beauty's "Which Riri Are You?" TikTok filter showcased how interactive content can enhance user engagement, while Nike's "Winning Isn’t For Everyone" campaign highlighted the impact of strong, edgy copywriting in conveying brand values. These examples underscore the importance of meeting audiences where they are – often on social platforms – and delivering content that resonates on a personal level.

Consider:

• How can your brand leverage interactive tools like filters or AR to create immersive experiences for your audience?

• Are your campaigns aligning with current digital trends to effectively engage and expand your target demographic?

Make a good impression: New study finds most consumers will pay 25% more for their favorite brands

TL;DR: New research from UserTesting of 4,000 consumers in the U.S., Australia, and the UK shows that even in challenging economic times, consumers value more than price alone and will stay loyal to brands they love, even as prices rise. More than ⅔ of consumers in these regions are willing to pay an average of 25% more for their favorite brands, according to the study.

Takeaway: In an era where prices and consumers’ financial concerns are heightened, this study underscores that consumers still prioritize value and experience over cost. Brands that consistently deliver quality and foster emotional connections – especially industries that are often less emotion-driven, like B2B – can command premium pricing. Or, as UserTesting’s Senior Director of Industry Solutions puts it, “Price matters, but it’s not everything.”

Consider:

• How can your brand build trust and brand affinity to strengthen consumer loyalty and justify premium pricing?

• Are you consistently delivering experiences that reinforce trust and value, ensuring customers remain loyal even amidst price increases?

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