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Olivia Kory

@oliviaakory • 5,823 subscribers

chief marketing + strategy officer @ https://t.co/atqQTjlW6L - the incrementality OS. Former growth lead @netflix @sonos @tubemogul (acq by adobe)

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I was confused about IM8s business and then I saw their ad hooks… it all makes sense now.
0:29
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I was confused about IM8s business and then I saw their ad hooks… it all makes sense now.

Olivia Kory

56,945 Aufrufe • vor 9 Tagen

“The elevated millennial lifestyle brand is dead. Costco is the new middle class brand.” - Eugene Healey “Either you build up to luxury brand positioning or drill down to a more focused niche. Or you can kill your ego and accept a more down-market position.”
1:52
oliviaakory's profile picture

“The elevated millennial lifestyle brand is dead. Costco is the new middle class brand.” - Eugene Healey “Either you build up to luxury brand positioning or drill down to a more focused niche. Or you can kill your ego and accept a more down-market position.”

Olivia Kory

52,620 Aufrufe • vor 6 Monaten

“PMAX advertisers, welcome to my world” Noa Gutterman dropping a years worth of google testing insights into a 3 minute crash course. So good. - Google UAC only 30% incremental - was able to reduce budget by 70% on Google with no impact to the business
4:18
oliviaakory's profile picture

“PMAX advertisers, welcome to my world” Noa Gutterman dropping a years worth of google testing insights into a 3 minute crash course. So good. - Google UAC only 30% incremental - was able to reduce budget by 70% on Google with no impact to the business

Olivia Kory

45,871 Aufrufe • vor 2 Jahren

Hot 4 minute take from Scott Galloway on winners and losers given Meta’s push into AI and creative. Increasingly feeling like the role of auditor has never been more important. “Large media agencies are already irrelevant, but the real losers are going to be niche ad agencies. They are not needed if you have a small budget. In terms of creative, Nike and P&G will be the equivalent of rich people. Rich people will not pick Vanguard because they like to think that as rich people, they deserve special artisanal money management. So they will pay hedgefunds and JP Morgan to underperform the market and pay more and feel like they are special. Nike is not going to use Meta’s AI to make their ads. Their attitude is we have the best people in the world at Wieden & Kennedy and we’re different and will get better work. But you’re a small company, you didn’t have access to incredible creative or media planning and it was expensive to do an ad campaign. Now I can go to direct to consumer and come up with creative that typically only Braun or Gillette would be able to deploy.”
4:27
oliviaakory's profile picture

Hot 4 minute take from Scott Galloway on winners and losers given Meta’s push into AI and creative. Increasingly feeling like the role of auditor has never been more important. “Large media agencies are already irrelevant, but the real losers are going to be niche ad agencies. They are not needed if you have a small budget. In terms of creative, Nike and P&G will be the equivalent of rich people. Rich people will not pick Vanguard because they like to think that as rich people, they deserve special artisanal money management. So they will pay hedgefunds and JP Morgan to underperform the market and pay more and feel like they are special. Nike is not going to use Meta’s AI to make their ads. Their attitude is we have the best people in the world at Wieden & Kennedy and we’re different and will get better work. But you’re a small company, you didn’t have access to incredible creative or media planning and it was expensive to do an ad campaign. Now I can go to direct to consumer and come up with creative that typically only Braun or Gillette would be able to deploy.”

Olivia Kory

18,726 Aufrufe • vor 1 Jahr

On what marketers get wrong about finance: “Performance marketing is way closer to finance than brand marketing. In many cases, marketers drive the business model in such a meaningful way… they don’t realize that they are responsible for all the drivers (AOV, CAC, etc) that a banker is going to use to build a financial model. I love this. Well said Drew Fallon Mehtab | Karta Ventures. And good q Cody Plofker
2:14
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On what marketers get wrong about finance: “Performance marketing is way closer to finance than brand marketing. In many cases, marketers drive the business model in such a meaningful way… they don’t realize that they are responsible for all the drivers (AOV, CAC, etc) that a banker is going to use to build a financial model. I love this. Well said Drew Fallon Mehtab | Karta Ventures. And good q Cody Plofker

Olivia Kory

14,575 Aufrufe • vor 1 Jahr

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