In the advertising industry, marketing often focuses on driving short-term success through tactical execution. However, marketers mustn’t forget the opportunity to tap into brand moments and communities. By planning more strategically and amplifying relevant brand moments, marketers can drive increased campaign effectiveness. Seamless communication between brands and media agencies is therefore essential, and investing in innovative moments is crucial.

Canon activated an immersive exhibition titled “World Unseen” at Somerset House in London this March. The team at Merkle took on the responsibility of amplifying awareness for this captivating event. Our strategic approach involved running targeted campaigns across various channels -, including Digital Out of Home, Audio, and Meta. By thoughtfully introducing audiences to this distinctive experience, our goal was to leave a lasting impact and foster meaningful connections.

Hilton’s loyalty program, Hilton Honors, provides customers with the opportunity to earn points that can be exchanged for exclusive events known as “Stay in the Music.” These events, held in the UK, offer music fans and Hilton Honors members a unique chance to experience global artists in an intimate setting. As consumer awareness of this benefit grows, Hilton can strengthen its connections with communities who share similar interests and drive brand consideration. 

Brands gain significant benefits from exposing media agencies to their marketing calendars. This exposure not only fuels innovation but also magnifies marketing endeavours, resulting in heightened brand visibility. The harmonious blend of strategic planning, meticulous market research, and having a deep grasp of macroeconomic trends can help deliver successful outcomes. In today’s dynamic markets, adaptability emerges as a critical factor. By seamlessly linking consumers to brand moments, companies can forge lasting impact and cultivate meaningful relationships.