Mike Howe Jr.

Today at Portada Chicago, I had the opportunity to sit in on a panel exploring what cultural relevance really means in today’s landscape, and more importantly, what it demands of us as marketers and leaders. Cultural relevance isn’t something you add on to a plan. It’s something you build from the start with intention, empathy, and a deep understanding of the communities you’re trying to serve. It’s not about chasing trends. It’s about recognizing signals, respecting context, and showing up in ways that are meaningful while still driving business outcomes. Reach gets you seen. Cultural relevance gets you chosen.

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Havas Chicago is moving like a creator in the heartland of America. New CCO Frank Dattalo, president Kat Ott and CSO Chase Cornett tell LBB’s Ben Conway about the agency’s new ‘high-low’ operating system: strategic brand-building with “the agility and cultural IQ of socially native creatives." Read here: https://hubs.la/Q03yTssl0

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With its deep design roots and tech innovation, Minneapolis brands are emerging as a model for how digital marketing and branding agencies can blend automation with artistry. See how forward-thinking marketing teams are building the future today: https://lnkd.in/gHxZCDic #minneapolisdesignagency #aiandmarketing #digitalmarketingminneapolis #minneapolisbrandingagency

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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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We partnered with Urban Science on a recent EV launch, featuring creative that included a public charging station map to help shoppers discover compatible charging stations near them. CTV influenced 86% of sales while remaining the biggest and most influential screen in the household. The inherent measurability of CTV is such a massive benefit to the platform, especially when you can prove ROAS on actual vehicle sales!

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AAR IRL - Chicago in NYC! Strong relationships is more crucial than ever. These connections not only foster collaboration and creativity but also drive successful outcomes for clients. And that's why here at AAR Partners we meet with agencies IRL constantly... to build stronger relationships by getting to know the people behind the creds! Thank you to Ben Behrman, Amy Cesta, Joseph Raser, and Craig Miller of Schafer Condon Carter (SCC) in Chicago for spending quality time yesterday at the AAR Partners' offices discussing agency changes, the SCC creds deck and getting to know each other beyond the professional world over a fun dinner! Several insightful lessons emerged from teh conversation that can enhance the prospecting efforts... What are they? 👉 Embrace the Challenger Mindset: Agencies should adopt a challenger mentality, whether they are working with well-established brands or new entrants. This mindset fosters continuous innovation and prevents complacency. By positioning themselves as partners in growth, agencies can help clients navigate their marketing challenges more effectively. 👉 Focus on Business Outcomes: Clients today are increasingly accountable for results. Agencies must prioritize delivering tangible business impacts over simply executing creative work. This means understanding clients' goals deeply and aligning strategies accordingly. 👉 Streamline Your Approach: In a world where attention spans are short, agencies should aim for concise, impactful presentations. Focus on storytelling and client needs rather than agency logistics. Start with insights that resonate with the client’s challenges to capture their interest immediately. 👉 Engagement Over Complacency: Maintaining current client relationships is as crucial as pursuing new business. Agencies must ensure they are consistently delivering value and innovation to existing clients to avoid becoming complacent. 👉 Leverage Insights for Impact: Use data-driven insights to inform your pitches and demonstrate an understanding of the client's market. Presenting consumer perspectives can provoke thought and spark deeper conversations, setting the stage for meaningful collaboration. 👉 Cultivate a Collaborative Culture: Building strong relationships with clients through regular check-ins and collaborative brainstorming sessions can differentiate an agency in competitive pitches. This approach not only fosters trust but also encourages clients to view the agency as an integral extension of their team. By integrating these lessons, marcom agencies can not only enhance their prospecting efforts but also build stronger, more fruitful relationships with clients. #AARIRL #Agencies #NewBusiness #Brands

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Is there a purpose to your purpose communication? Theodore F. MacManus’s was a copywriter in Detroit working for General Motors. He was a big advocate of what was known as ‘atmosphere advertising’. In 1915 he wrote a print ad called the Penalty of Leadership for Cadillac. It did not mention the brand, engines, cars and had no illustrations. It ran in the Saturday Evening post, once, on the 2nd ofJanuary. It’s essentially a moral statement about leadership and excellence. Today we would probably call it purpose advertising. Here’s a snippet: ‘In every field of human endeavour, he that is first must perpetually live in the white light of publicity. Whether the leadership be vested in a man or in a manufactured product, emulation and envy are ever at work. In art, in literature, in music, in industry, the reward and the punishment are always the same. The reward is widespread recognition; the punishment, fierce denial and detraction.’ Despite his advertising colleagues’ scepticism, it worked, but perhaps not in the way you might think. Cadillac salesmen wanted to carry them, it was put up on walls in dealerships, put in sales manuals, used in sales meetings and direct mail. 100,000 were sent out annually on request. Purpose truly did serve a purpose. -       Cadillac had a right to be a Leader manufacturer, so they could do it. Others would have been less able to. In those days cars were a massive status symbol, especially Cadillacs. -       The organisation could sell the virtue of the maker, rather than product specs, avoiding tit for tat technical arguments, which they may have had some weakness in. It was a reputational shield amid rival sniping. -       It wasn’t really just advertising as such, but invented future folklore. The physical ad was a message people wanted to, literally, carry around, especially employees. It explained why they worked there and why Cadillac was special. -       It added a new cut through kind of reputation for an image category where reputation was important. If people knew you are in a Cadillac, and they knew the advert, they would make assumptions about the kind of person you were. When the USA entered the First World War factories made tanks not cars. And car advertising hit purpose big time …ads like ‘The truth that embodies all truth’ and ‘Principles’. No new cars to sell. So, was ‘purpose’ as effective on purpose, as Theodore’s?  I am not so sure. So what? Just because a lot of other people are doing it, doesn’t mean you should. Ask yourself is there really a purpose to your ‘purpose’ communication? Or any other kind for that matter. 

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BIA Advisory Services predicts a big shift in 2025: Although radio remains strong, digital ad spending will surpass traditional media in Indiana for the first time — $1.6B vs. $1.5B.

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