Articles by Traci
Activity
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Today's a big day. Today we are doing something that's never been done before. Today Knix wants to pay athletes to talk about their periods💥💫💪…
Today's a big day. Today we are doing something that's never been done before. Today Knix wants to pay athletes to talk about their periods💥💫💪…
Liked by Traci Alford
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We ❤️ to listen to 💡 brilliant marketers and creatives chat about how they produce their best work and galvanise their teams. The Love, Hate…
We ❤️ to listen to 💡 brilliant marketers and creatives chat about how they produce their best work and galvanise their teams. The Love, Hate…
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Excited to announce that our Head of Strategy Andrew Carty is a final round judge for this year's Effie Worldwide Canada competition. There's some…
Excited to announce that our Head of Strategy Andrew Carty is a final round judge for this year's Effie Worldwide Canada competition. There's some…
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Volunteer Experience
Publications
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The Marketing Commute
See publicationHosted by Andrew Baxter, Professor Vince Mitchell, Mike Boyd, and Carmen Bekker, The Marketing Commute is a podcast for anyone who’s interested in hearing the stories behind the career paths - as well as the triumphs and tragedies - of some of Australia’s most successful marketing and advertising leaders (themarketingcommute.com).
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New research uncovers biggest differentiator of effective marketing: BRAVERY
AdAge
See publicationIn an Effie Worldwide study of 6,000 campaigns, those that skimped on courage performed considerably less-well than those that swung for the fences
Honors & Awards
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Best Automotive Campaign - Shell Helix "Driven to Extremes"
M&M Global
In 2013 Shell launched industry-leading marketing campaign for Shell Helix Engine Oil
In order to find out how Shell Helix Ultra would perform in some of the harshest environments in the world, Shell partnered with Discovery Channel to create a three‐part television series in which Hollywood stars, paired with professional drivers, tackle the freezing wilds of Siberia, the baking Taklamakan desert in China and the dense jungles of Malaysia. This innovative marketing campaign, called…In 2013 Shell launched industry-leading marketing campaign for Shell Helix Engine Oil
In order to find out how Shell Helix Ultra would perform in some of the harshest environments in the world, Shell partnered with Discovery Channel to create a three‐part television series in which Hollywood stars, paired with professional drivers, tackle the freezing wilds of Siberia, the baking Taklamakan desert in China and the dense jungles of Malaysia. This innovative marketing campaign, called “Shell Helix Driven to Extremes”, also featured a strong digital dimension, including mobile apps, a Facebook game and a dedicated YouTube channel, with behind the scenes footage and details on the vehicles, the engines and the all‐important oil.
The campaign, including digital communications, was been created by JWT London. The series was produced by JWT London’s specialist branded content division, JWT Entertainment, in partnership with the production company North One.
Digital content accompanying the series is live at www.youtube.com/shellhelix, lifting the lid on the making of the television episodes with exclusive clips. It also provides more on the purpose built vehicle and the technical performance of the engine oil, which is being stretched to the limit.
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Thank you Mingjuan Hou Qualcomm for joining us as the 2024 Effie Greater China Grand jury. Looking forward to the insights during the…
Thank you Mingjuan Hou Qualcomm for joining us as the 2024 Effie Greater China Grand jury. Looking forward to the insights during the…
Liked by Traci Alford
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New Balance is proud to officially announce a long term partnership with the WNBA, in a multi-year agreement focused on digital media, broadcast and…
New Balance is proud to officially announce a long term partnership with the WNBA, in a multi-year agreement focused on digital media, broadcast and…
Liked by Traci Alford
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Sweden is already miles ahead in terms of paid parental leave and child care, and they’re not slowing down. The Nordic country has passed a law that…
Sweden is already miles ahead in terms of paid parental leave and child care, and they’re not slowing down. The Nordic country has passed a law that…
Liked by Traci Alford
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I'm excited to share that I recently participated as a juror for the Effie Awards UK, which is known globally for recognizing outstanding marketing…
I'm excited to share that I recently participated as a juror for the Effie Awards UK, which is known globally for recognizing outstanding marketing…
Liked by Traci Alford
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Celebrating dearest Giles Morrison my right-hand man throughout the last eight years at @Unilever, where he led Brand Communications…
Celebrating dearest Giles Morrison my right-hand man throughout the last eight years at @Unilever, where he led Brand Communications…
Liked by Traci Alford
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🎉 2024 marked my 5th year judging the Effie UK Awards! Each year, I'm reminded of the crucial role we play as marketers. Here are a few key…
🎉 2024 marked my 5th year judging the Effie UK Awards! Each year, I'm reminded of the crucial role we play as marketers. Here are a few key…
Liked by Traci Alford
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All of us at TDW+Co are excited to support the future brand and guest-centric work at Panda Express. Thank you Panda Restaurant Group for believing…
All of us at TDW+Co are excited to support the future brand and guest-centric work at Panda Express. Thank you Panda Restaurant Group for believing…
Liked by Traci Alford
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What is a brand? Firstly, here is what it is not… : A logo : A product : A fancy office The best definition I ever heard is this… A brand…
What is a brand? Firstly, here is what it is not… : A logo : A product : A fancy office The best definition I ever heard is this… A brand…
Liked by Traci Alford
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Cultural obligations ❌ Watching things you actually want to watch ✅ Tubi
Cultural obligations ❌ Watching things you actually want to watch ✅ Tubi
Liked by Traci Alford
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Last spring, shoppers in Albertsons grocery stores were increasingly sticking to the store’s perimeter—a trend that meant many people were skipping…
Last spring, shoppers in Albertsons grocery stores were increasingly sticking to the store’s perimeter—a trend that meant many people were skipping…
Liked by Traci Alford
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The jet lag has been challenging since returning from New York, but I'm excited to keep sharing daily recaps of our experiences! Here's a recap of…
The jet lag has been challenging since returning from New York, but I'm excited to keep sharing daily recaps of our experiences! Here's a recap of…
Liked by Traci Alford
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“Victim blaming isn’t an issue” When I hear this I get people to watch this video A powerful message through the medium of comedy Because when…
“Victim blaming isn’t an issue” When I hear this I get people to watch this video A powerful message through the medium of comedy Because when…
Liked by Traci Alford
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It was an absolute pleasure to host & moderate the first ever in-person northern Effie UK Awards judging at McCann Manchester. Many thanks to all of…
It was an absolute pleasure to host & moderate the first ever in-person northern Effie UK Awards judging at McCann Manchester. Many thanks to all of…
Liked by Traci Alford
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Izzy adding valuable advice at the first ever northern in-person judging for Effie UK Awards hosted at McCann Manchester. #mccannworldgroup…
Izzy adding valuable advice at the first ever northern in-person judging for Effie UK Awards hosted at McCann Manchester. #mccannworldgroup…
Liked by Traci Alford
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Saying goodbye to Alessandro Manfredi ✨ It was such a blessing to work with you not only at Unilever Professional Oral Care Care 🦷 but also at…
Saying goodbye to Alessandro Manfredi ✨ It was such a blessing to work with you not only at Unilever Professional Oral Care Care 🦷 but also at…
Liked by Traci Alford
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A great way to end the week - judging the Effie UK awards. Looking forward to being inspired 🏆 #effies #effiesuk #marketingeffectiveness
A great way to end the week - judging the Effie UK awards. Looking forward to being inspired 🏆 #effies #effiesuk #marketingeffectiveness
Liked by Traci Alford
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EFFIE judging 🌟 🌟🌟🌟🌟 Things I loved (not the work, that would be telling 🙃) ⚡️Hearing views from sparky fellow judges 🥑 Playing the…
EFFIE judging 🌟 🌟🌟🌟🌟 Things I loved (not the work, that would be telling 🙃) ⚡️Hearing views from sparky fellow judges 🥑 Playing the…
Liked by Traci Alford
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