INTRODUCTION

Spring has sprung at UPBrand and we’re talking all things TikTok, showing off a killer beef campaign and taking a trip to the past. Let’s get into it.

INDUSTRY HAPPENINGS

SURVIVAL OF THE FITTEST

TikTok is best known for its viral trends, engaging content, and user base skewing towards younger demographics. It’s also been the scapegoat of data and privacy concerns for years. So, it was no surprise when the House passed a bill in early March that could potentially lead to a nationwide ban of the app. The uncertainty surrounding TikTok’s future has left several strategists sounding alarm bells. But we see this as an opportunity to ask: how do we adapt? Future success will require brands to go back to the drawing board on their social media strategy. It’s more important than ever for marketers to deepen their understanding of the other short-form video platforms that are available. Nobody should rely too heavily on a single platform because none of them are guaranteed, which is why we advise our clients to leverage features like Instagram Reels and paid ads on Pinterest. Innovation, creativity, and flexibility will be key. The ban isn’t official yet, which means there’s ample time to get ahead of the game and diversify which platforms you’re using in your digital strategy. The brands that seize the moment will be the ones that end up on top.

CLIENT SHOWCASE

WE'VE GOT BEEF

Lion’s Choice is a well-loved quick-service restaurant specializing in roast beef. When they approached us about introducing a new menu item for the first time in years, we knew it was the perfect opportunity to mix it up and speak directly to the new target audience they wanted to capture. We’ve been working hard on a fresh launch campaign consisting of digital media strategy, teaser content, CTV ads, and much more for The Remix, which made its grand debut on April 9th.

AGENCY NEWS

HOT OFF THE PRESS

Earlier this year, we said see you later to our longtime VP and Creative Director, Lynn Ullman. But she managed to squeeze in a few more nuggets of wisdom for us before she retired. In our latest blog post, Lynn reminiscences on her 40-year career and provides insights into where she thinks the state of advertising is heading. Check it out here.

IMPLEMENTING A SUCCESSFUL SUCCESSION

Succession planning can feel daunting, but it’s important to have a plan in place for the future of your company. The real question is: how do you do it? Our Founding Partner and former President, Jeff Insco, dives into best practices in part two of a two-part series that you can find here.

WORD ON THE STREET

“It's not about standing still and becoming safe. If anybody wants to keep creating they have to be about change. ”

– Miles Davis