📓Creativ Brief: Marketing Vs. Business Objectives
Amazon's record ad revenue. Publicis gets into sports. GTA VI release announced. Gen Z product discovery.
Marketing objectives define who you want to reach.
Business objectives define where you want to go.
To create an effective marketing goal, determine the required business objectives first.
Currently, we’re looking to expand our firm’s technical side, our machine-generated insights capabilities. We think an investment into this new application of large language model technology will give us a major market advantage and allow us to grow.
So we’ve been courting investors to give us the capital to forward invest in this technology. That’s where we want to go.
Our marketing objective then becomes finding and reaching the people that can make that business goal and reality.
From there you define a strategy to reach that specific group of people effectively. Study their habits and motivations to craft an effective marketing plan.
Then you select the tactics that will help you execute on that strategy. The tactics are what people see - the press release, the stage presentation, the study, the linkedin post, the inbound email, the pop up, the flier drop, the ad.
The result in our case would be moving investors from awareness to consideration to purchase of a portion of our company in exchange for future upside.
Figure out where you want to go first. Then build the marketing strategy to fit.
3 Stories Shaping the Media and Tech Industries
Amazon reported $13.9 billion in advertising revenue for Q1 2025, marking an 18% year-over-year increase and highlighting the rapid growth of its ad business. This surge outpaced the company's overall net sales growth of 9%, underscoring the significance of advertising as a key revenue driver alongside its retail and cloud services.
Why it matters: The expansion of Amazon's advertising arm reflects a broader industry trend where tech giants leverage vast consumer data to dominate digital advertising, challenging traditional media and reshaping the advertising ecosystem.
Publicis Groupe has acquired Adopt, a sports marketing agency co-founded by Rich Paul, expanding its footprint in the sports marketing arena. Adopt will be integrated into Publicis Connected Media, aligning with the holding company's strategy to enhance its capabilities in sports and entertainment marketing.
Why it matters: This acquisition underscores the growing importance of sports marketing within the advertising industry, as agencies seek to leverage high-profile partnerships and athlete endorsements to engage audiences and drive brand growth.
Rockstar Games has announced that Grand Theft Auto VI will be released on May 26, 2026, delaying it from its previously expected 2025 launch. This delay has caused a ripple effect across the gaming industry, with other publishers adjusting their release schedules to avoid competing with the highly anticipated title.
Why it matters: The postponement underscores the significant influence of major franchises like GTA on the broader entertainment industry, where a single game's release can impact marketing strategies, financial forecasts, and development timelines across multiple companies.
Creativ Spotlight - AMA Artificial Intelligence virtual summit to feature three clients
We helped program an all-star cast for the American Marketing Associations latest virtual conference on artificial intelligence.
Greg Harrison, Chief Creative Officer of MOCEAN, will speak on May 14th at 12:15pm CT on AI & Creativity: opportunity or threat?
Miguel Espada, Executive Creative Technologist of SpecialGuestX, will present on May 15th at 10:55am CT on This Talk May Contain Human Traces.
Roy Taylor, Founder & Chairman of Ryff, will finish the conference at 12:15pm on From Seeing to Understanding: Revolutionizing AI-Powered Virtual Product Placement.
For the full agenda and to register click here.
Stat of the Week - Gen Z Product Discovery
Nearly 3/4ths of Gen Zers discover new media content on social media (72%) and on YouTube (71%) according to December 2024 data from Toluna, Coraly Partners, and Halford Media Advisory. Charts and news articles came dead last.
One Fun Thing - Ed Sheeran’s Old Phone
Ed Sheeran built a custom made pub, asked fans to text someone to share old videos of loved ones, and filmed his latest music video with client Ammolite Machine’s Emil Nava. Watch the video above and read about it in our press push for the release in Rolling Stone and Billboard magazine.