Dr. Stephanie Gutnik

Having representation in advertisements isn't enough to expand into multicultural markets, though many companies might think it's sufficient. Truly connecting with diverse audiences requires thoughtful research into cultural nuances and strategic thinking. ✨ Sociological methods combined with marketing methods can guide us to connect more meaningfully with multicultural audiences. Learn how companies can effectively expand their market share by engaging with these communities thoughtfully and strategically. Read the case studies here: https://lnkd.in/dcR7T57Q

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My interview with Ricky Sutton on the effects of The Online News Act in Canada, and where I see the future of media headed. While not sure how he came up with this title... 😅 (I wish we made all that revenue just from Meta) The interview was a good one with someone who gets it. My hope is that my story sends a proper warning signal to countries who ignore cold hard facts on how young people consume news content, and to implore them to stop taking legacy media's charades at face value. Legacy is in a protectionist mindset to keep what they used to have, while digital upstarts, like us, innovate to embrace the future. When scrutinizing big tech, we cannot forget that important context. https://lnkd.in/eWWC7gmi

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If you work in the communications/media, you need to be reading SEMAFOR. This piece by Ben Smith and Maxwell Tani captures the fundamental changes in our industry centered around how mainstream news outlets aren’t the only ones influencing public opinion. "The biggest shift in contemporary politics and PR may be that the cost of an error has dropped, while the value of ubiquity has risen...Conversely, a fragmented media landscape means that you need to go on ten podcasts to reach the scale of audience a cable television show used to command. And so a new wave of public figures, and their advisers, will need to navigate in a looser and more forgiving media landscape."

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Ahead of this major election, we're beginning to see an influx in diversified campaign strategies that blend traditional and emerging digital platforms like DOOH to engage with audiences. Given its targeted, dynamic advertising potential in public spaces, a programmatic approach can help maximize reach and impact while optimizing ad spend.

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What can we learn from Blake Lively and Beyoncé? Celebrity food and drink brands aren’t new, but the way they’re being marketed is evolving. In the past month, we’ve seen two contrasting approaches to drinks promotion, highlighting how building an authentic narrative throughout every element of the brand and product is key to making it delicious in culture. 🥃 Beyoncé has entered the whisky market with SirDavis. Named after her moonshine-making great-grandfather, its story is personal. It’s no coincidence that its Western-style branding perfectly complements her "Cowboy Carter" musical era. She’s not just selling a product; she’s building a culture, deepening her narrative, and creating a cohesive story that resonates with her fans. This venture feels like a genuine extension of her artistry, which is why it works. 🌸 Contrast this with Blake Lively’s recent marketing push for her ‘Betty Booze’ range, launched alongside the release of her latest film about domestic violence, It Ends With Us. The media storm around the publicity tour was the latest example of cancel culture in full effect.  While many may feel this was unjust, serving tongue-in-cheek cocktails named after the film’s dark characters alongside the release felt disjointed, especially given that Blake doesn’t drink alcohol herself. So why is authenticity so important right now? In an age where everyone has a platform and we’re bombarded with messages, trust is everything. Against a backdrop of fake news and public mistrust, people crave genuine connections. When these connections aren’t authentic, audiences are quick to call it out. #pr #marketing #sirdavis #blakelively #itendswithus #culture

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The TTG Media #TTGFairerTravel Month Sustainability Forum in photos: 1. Me posing like a Millennial mother and Grace Parker somehow looking like my daughter 2. Grace delivering the messaging section of our FINN Partners Vision to Voice workshop with Terri Bloore and Jonathan Mathias 3. Me gesticulating wildly in the networking session 4. Something hilarious on the panel with Tom Parry, Miles Lockwood and Jennifer McGarrigle. Note to self, never laugh again 5. Serious panel time. Turns out that Miles is not scary and the ASA offers a free copy check service which is worth knowing and if you are greenwashing they are definitely coming for you. Side note, I instantly became a Jennifer McGarrigle fangirl. #whorundaworld 6. A nice pic with Sophie Morgan, Ashley Proudfoot and Sarah Hughes discussing the marvellous Visit Jersey where King Charles is visiting today. Madeleine Barber posted lots of good quotes so check those out on her LinkedIn post. Thank you to the ever patient Tom Parry for wrangling us all and creating a really compelling event that we are delighted to be part of once again. These are important conversations as we look to a more sustainable future of the travel industry and by sharing best practice and knowledge we can make a difference in balancing people, planet and profit as so eloquently outlined by Rochelle Turner of Intrepid Travel who shared a new open-source resource for travel agents on how to be a champion of change. Available here: https://lnkd.in/dWiRHegQ At FINN, we too are all about actions and not just words, so have lots of practical tips, advice and insights to share. Hit me up if you want a copy of our guide to the Green Claims Directive and UK regulatory landscape created by our own Public Affairs lead Carolina Gasparoli. Plus as outlined in the workshop, Jonathan is offering the chance for a greenwashing audit and we have a handy overview of all the free resources and further reading opportunities available to get started or progressing on a sustainability journey in the travel industry which I am very happy to share. #workhardplaynice #sustainabletravel #responsibletourism #smarterbetterfairer

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I truly enjoyed this conversation with Will Fraser and the nuances between brand advocates and affiliate partners. He outlines some important factors to consider for brands and highlights the different ways you can utilize impact.com to fuel your partner growth. Thanks for the insight and thoughtful conversation Will! #affiliatemarketing #partnerships #referralprogram #impact #podcast #brandadvocates

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This week, I'm thrilled to share a monumental guide that dives deep into the art of creating compelling brand messaging for advocacy campaigns. As public affairs practitioners, crafting a persuasive message is crucial, but it's a task we don't undertake daily. To streamline this complex process, I've turned to ChatGPT to help break down the task into manageable steps. 𝗪𝗵𝗮𝘁 𝗰𝗮𝗻 𝘆𝗼𝘂 𝗲𝘅𝗽𝗲𝗰𝘁 𝗶𝗻 𝘁𝗼𝗺𝗼𝗿𝗿𝗼𝘄’𝘀 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿? I detail a 27-prompt strategy that uses ChatGPT to: - 𝗗𝗲𝗳𝗶𝗻𝗲 𝗰𝗹𝗲𝗮𝗿 𝗮𝗱𝘃𝗼𝗰𝗮𝗰𝘆 𝗴𝗼𝗮𝗹𝘀: Set precise objectives to drive your campaign. - 𝗘𝘀𝘁𝗮𝗯𝗹𝗶𝘀𝗵 𝗮𝗻𝗱 𝗺𝗮𝗶𝗻𝘁𝗮𝗶𝗻 𝗮 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 𝗯𝗿𝗮𝗻𝗱 𝘃𝗼𝗶𝗰𝗲: Ensure your messaging resonates with your values and desired public perception. - 𝗕𝗿𝗮𝗶𝗻𝘀𝘁𝗼𝗿𝗺 𝗮𝗻𝗱 𝗿𝗲𝗳𝗶𝗻𝗲 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴: Generate innovative ideas and refine them into impactful messages. - 𝗘𝗻𝘀𝘂𝗿𝗲 𝗰𝗼𝗵𝗲𝘀𝗶𝘃𝗲 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗮𝗰𝗿𝗼𝘀𝘀 𝗮𝗹𝗹 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺𝘀: Align your messaging across different media for consistent advocacy. 𝗪𝗵𝘆 𝗦𝗵𝗼𝘂𝗹𝗱 𝗬𝗼𝘂 𝗧𝘂𝗻𝗲 𝗜𝗻? If you've ever found yourself recycling old messages or struggling to infuse creativity into your campaigns, this newsletter will transform your approach: - 𝗘𝗻𝗵𝗮𝗻𝗰𝗲 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆: Use AI to explore new angles and fresh perspectives. - 𝗜𝗻𝗰𝗿𝗲𝗮𝘀𝗲 𝗲𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆: Save time with AI-driven prompts that guide the creation and refinement of your brand messaging. - 𝗕𝗼𝗼𝘀𝘁 𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲𝗻𝗲𝘀𝘀: Ensure your messages are not only creative but also strategically aligned with your campaign goals. 𝗦𝗽𝗲𝗰𝗶𝗮𝗹 𝗳𝗼𝗿 𝗣𝗿𝗲𝗺𝗶𝘂𝗺 𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗿𝘀: Paid subscribers will gain exclusive access to the full archive of my interactive session with ChatGPT, providing a behind-the-scenes look at how each step was implemented for a hypothetical campaign against the carbon tax. ☝️You can subscribe by clicking 𝗩𝗶𝗲𝘄 𝗺𝘆 𝗯𝗹𝗼𝗴 link in my bio☝️

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Data for the past few years at Canada's National Observer shows an 80% retention rate for paying subscribers. 👏 This exceptional figure stands out in the publishing industry for several reasons: 1. The average retention rate for digital news subscriptions typically ranges from 60-70%, putting our 80% rate above the norm. 2. This high retention rate indicates that our subscribers find consistent value in our content, returning year after year. 3. Such a high retention rate serves as a testament to the quality and relevance of our journalism, and its resonance with our audience. 4. Loyal subscribers engage with our content and each other, fostering a vibrant community around our platforms. Moving forward, we remain focused on delivering high-quality journalism about Canada's changing climate that our readers will value year after year. #DigitalMedia #SubscriptionBusiness #JournalismSuccess

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What does the political landscape look like based on brand preference? What brands are truly non-partisan? In a polarized US political climate, many brands are focused on being as non-partisan as possible - but the latest Harris Poll 100 data show an interesting picture of what brands resonate more or less with Democrats and Republicans. More brands in their 100 skew towards liberal preference, though what most strikes me is how hard it is to truly exclude a party. The appeal of brands that have taken a potentially divisive stance (Chick-fil-a, Nike, etc.) may sit further on one side, but still hold significant preference across parties. When compared with how far out the Trump Organization polls away from Democrats, its interesting to see how the 'Chick-fil-a sandwich effect' allows consumers to separate product from brand. https://lnkd.in/eSextXbt #brandstrategy #brands #politics #uselection

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Now that APG Canada’s fabulous book Eat Your Beets is out in the world… a few of us authors (wow what a surreal word to add into my post!) shall be getting together with Think TV to share more from our essays. Join us on November 14 at 1PM EST for a webinar packed full of strategy goodness (vitamins from all those beets!): 😎 I’ll be talking audience strategy: a simple framework to make sense of all the marketing research out there 🔥The always-amazing Sammy Rifai shall get you fired up with: How to Build Fame & Flow: Why the Relationship between Brand and Performance Shouldn’t be Toxic 👊 The very smart Jack Dayan shall be sharing How to Make an Impact with a Full Punch 📺 And Catherine MacLeod shall speak on Decoding Canadian Media Consumption Myths! What a line-up.

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Beyond excited to launch The CTV Podcast today. I have spent years speaking on stage, writing and recording explainers about the growing addressable TV ecosystem, so I could not be happier to launch a podcast that will continue to help educate those on both the buy & sell sides of data driven, CTV advertising. Yes, there are already a lot of great AdTech podcasts out there, but there are very few that are CTV specific, and even fewer that are focused on the growing streaming ad market in Europe, hence the launch of The CTV Podcast. 🎧 This is a passion project, and something I plan to hopefully do alongside my next full time role that I am currently in exploratory conversations for. I have been overwhelmed by the interest from CTV leaders to take part, and I am pleased to announce the launch guests below, each will be recording episodes over the coming weeks. ⭐ Katie Coteman WarnerBros. Discovery ⭐ Justin Gupta Google ⭐ Charlie Glyn Channel 4 ⭐ Rhys McLachlan ITV ⭐ Andy Jones Samsung Ads ⭐ Emma Newman PubMatic ⭐ Tony Marlow LG Ad Solutions ⭐ Julie Selman Magnite ⭐ Chris Keenan GroupM ⭐ Cadi Jones Index Exchange ⭐ Russell Ball Reckitt ⭐ Alice Beecroft Yahoo ⭐ Mike Shaw Roku ⭐ Richard Brant Vevo ⭐ Joe Connors DAZN ⭐ James Wilhite Publica by IAS ⭐ Marion Ranchet The Local Act Consultancy ⭐ Chris Edwards Rakuten Advertising ⭐ Chris Kleinschmidt Xperi / Tivo ⭐ Sarah Lewis ShowHeroes Group ⭐ Ciarán O'Kane First Party Capital ⭐ Joe Evea Titan OS ⭐ Mark Giblin LightBoxTV ⭐ Jon Watts CIMM ⭐ Lori Marion Fade Technology Solutions ⭐ Jason Trout Next Episode ⭐ Jonathan Moffie Streamr.ai The first episode will be going live in several weeks, please follow The CTV Podcast for updates. I will be reaching out to others in my network also to take part, so please keep your eyes open for an invite to appear on the show that gets into the weeds of CTV advertising, and the AdTech powering its rapid growth! Lastly, a big thanks to Stephen Jenkins at Too Many Dreams Limited for supporting the launch. #CTV #Streaming #AVOD #FAST #BVOD #AdTech #Programmatic

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Have you added influencers to your B2B comms strategies yet? Governments are. In Canada, the federal government has spent $1.7 million on influencer marketing campaigns over the last three years, according to The Canadian Press What are they talking about? ✈ Staycations in Saskatoon and Canadian tourism 👩‍⚕️ Health resources 📽 Canadian film industry 🚢 Canadian businesses (Export Development Canada spent $120,000 on an influencer-driven ad campaign) Why? Because 1/4 of Canadians now use social media as a PRIMARY information source B2B companies notoriously overlook influencers as part of their strategy, but it's time we start embracing this B2C driven tactic. Insights from The Peak 💡 #B2Bcommunications #influencermarketing #communicationsstrategy

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Hot of the presses! JSA+Partners December issue of Talking Points is out tackling some timely topics including: 📔 The rising role of new media in the comms playbook 💪 Integrating earned, owned and paid channels to maximize reach 💬 Insightful interview with Alexander Lee from Digiday Hope you’ll read and please subscribe to receive monthly in your inbox. https://lnkd.in/gbdRrXmW

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As we approach 2025, let's delve into some industry predictions for the upcoming year: 📈 The AD industry in the USA is poised for growth, while uncertainties loom over Canada due to its election year. 🤖 AI continues to dominate discussions, transitioning from a buzzword to a fundamental work tool across various sectors. 🎤 Innovation will revolve around AI advancements, addressing the industry's concerns regarding Social Platforms like TikTok and navigating the ethical dilemmas associated with platforms like X 📊 Data will reclaim the spotlight, particularly focusing on the ownership dynamics of 1st party and zero party data, sparking discussions around privacy and control. Exciting times ahead as industries evolve and adapt to the dynamic landscape of technology and innovation. #IndustryPredictions #AI #DataOwnership

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Anyone who has founded and run a company knows the ups and downs of entrepreneurship. It was so fun to talk to Nate and Eric about their journey and also provide some insight on what PR is (and isn't). Thanks for having me! #thoughtleadership #entrepreurship

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We're just 3 full work weeks away from the end of year and that clean slate new year feeling is just around the corner. We are helping our clients start on a strong foot by using December to: - reinvigorating visual presence on web and social platforms - examining communications practices to explore whether a pivot is necessary to drive the impact we want to see in the marketplace - dusting off goals, mission statements, and values to see where things have gotten sidetracked - leveraging AI and other new technologies to help those busy tasks get done faster, better, and in a more affordable way - auditing paid plugins and platforms to trim, enhance performance, and save Am I missing something? How is your team getting ready for 2025? Comment below!

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