{"id":21566,"date":"2024-09-26T22:30:40","date_gmt":"2024-09-26T22:30:40","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21566"},"modified":"2024-09-26T22:30:41","modified_gmt":"2024-09-26T22:30:41","slug":"coworking-with-jasmine-presson","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21566","title":{"rendered":"Coworking with Jasmine Presson"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\"><em>Each week, we spotlight Marketing Brew readers in our Coworking series. If you\u2019d like to be featured, introduce yourself<\/em> <em>here<\/em>.<\/p>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\">Jasmine Presson is chief strategy officer at Mediaplus North America. She has also worked at MediaCom, UM Worldwide, and Albert: Artificial Intelligence Marketing.<\/p>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\"><strong>Favorite project you\u2019ve worked on? <\/strong>Revlon\u2019s \u201cLove Test\u201d film was a very special project. During our research that led to the film, I had the privilege of joining friend groups of women in their kitchens and living rooms across the country to talk about love, beauty, and self-expression. To understand the power in a product as seemingly frivolous as mascara or lipstick. We worked with an incredible director, Tatia Pilieva, to bring their stories to life in a short film. It was human and moving, and it also drove results. As part of a larger integrated campaign that included activations like a kiss cam in Times Square, we drove sales growth for Revlon and earned industry recognition like Adweek\u2019s Media Plan of the Year.<\/p>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\"><strong>What\u2019s your favorite ad campaign?<\/strong> Snickers\u2019s \u201cYou\u2019re Not You When You\u2019re Hungry\u201d is brilliant. Laugh-out-loud funny. Memorable. Clever use of celebrities. But my favorite part is how effective it was at communicating the product benefit and giving people product use cases through storytelling. They were able to position a candy bar as a snack without having to come out and directly say, \u201cOur candy bar has peanuts, so it\u2019s filling enough to be a snack,\u201d while still staying true to the spirit of the \u201cSnickers Satisfies\u201d tagline they\u2019d been using. Simple, entertaining storytelling that everyone can relate to and that doesn\u2019t make the viewer work hard to understand the message.<\/p>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\"><strong>One thing we can\u2019t guess from your LinkedIn profile: <\/strong>I\u2019ve visited 48 of 50 states in the US, including living in 14 of them. I love the geographic and cultural diversity of our country, as well as the commonalities that unite us. I\u2019ve been thinking about that a lot this election cycle. I\u2019ll let you guess which two states I still need to visit!<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-f998fa3-1 eLdHEA inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-fdc976c-0 iTWzCH dtoEFc\">\n<h5 class=\"dist__StyledText-sc-9c73a528-12 hxLtlS inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-9c73a528-12 lkyzwa inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\"><strong>What marketing trend are you most optimistic about? Least?<\/strong> Creator culture is incredibly transformational for consumers. Editors and producers are no longer the gatekeepers on content, knowledge, and inspiration. YouTube, Instagram, and TikTok have put everyday people at the center of influence at scale. For example, I follow several fashion creators who are similar to me in height and body shape, and by doing so, I\u2019ve essentially created a personalized portfolio of virtual try-on models. It is empowering to know how something is going to fit and which size to order before purchasing. It reduces a lot of the friction, risk, and effort from the path to purchase.<\/p>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\">I\u2019m less optimistic about the current state of attribution. It\u2019s easy for advertisers and agencies to get tunnel vision on what\u2019s easily \u201cmeasurable\u201d and miss the bigger picture of advertising\u2019s impact. We can fall into the trap of what\u2019s working for easy attribution instead of what\u2019s working for incrementality and growth. I worry that this will get worse with AI unless we get creative about the data sources we\u2019re feeding to the AI to give it visibility to the bigger picture.<\/p>\n<p class=\"dist__StyledText-sc-9c73a528-12 brYTDW\"><strong>What\u2019s one marketing-related podcast\/social account\/series you\u2019d recommend? <\/strong>I\u2019m a big fan of Marcus Collins and am inspired by his perspective on brands in culture. I follow his content on LinkedIn. In every category, we\u2019re increasingly seeing trends originate from influencers and creators instead of editors and brands. It\u2019s important for brands to embrace how real people use their products, to understand how they think and feel about the brand, and to participate in consumer-led culture.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2024\/09\/26\/coworking-with-jasmine-presson?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Each week, we spotlight Marketing Brew readers in our Coworking series. If you\u2019d like to be featured, introduce yourself here. Jasmine Presson is chief strategy officer at Mediaplus North America. She has also worked at MediaCom, UM Worldwide, and Albert: Artificial Intelligence Marketing. Favorite project you\u2019ve worked on? Revlon\u2019s \u201cLove Test\u201d film was a very [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":21567,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21566","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Coworking with Jasmine Presson | Brandiary<\/title>\n<meta name=\"description\" content=\"Each week, we spotlight Marketing Brew readers in our Coworking series. 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