Tiffany Rolfe (she/her)

"Chaos asks questions of you order never will" The wonderful Colleen DeCourcy retells her experience working with Dan Wieden when she took over as Chief Creative Officer at Wieden+Kennedy Her immediate response to me asking about working with Dan was this quote about chaos. We have a natural reaction against chaos because it can be destructive and unsettling but what if we reframed it as a necessary condition for achieving something truly breakthrough 🌪 Chaos propels you forward while order maintains the status quo 🌪 Chaos creates leaders while order creates managers 🌪 Chaos demands a response while order delays it 🌪 Chaos reveals the cracks while order papers them up 🌪 Chaos forces ownership while order delegates it 🌪 Chaos fosters creativity while order fosters compliance 🌪 Chaos requires trust while order replaces it It got me thinking whether there is an optimal mix of Chaos and order required to achieve breakthrough ideas and momentum? We spend most of our time creating order but what if what we actually needed was an injection of chaos? To hear more from this episode check out the links in the comments John Kearon Kerry Collinge Orlando Wood

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This is a VERY IMPORTANT READ - please repost (gift link): “Our industry is ageist as f*ck,” said Cindy Gallop. Gallop recalled a Fishbowl survey several years ago that asked industry professionals when they first experienced ageism. “Literally, the answers began in the early 30s; that was when people felt ageism kicking in.” .... Lisa Balser • Creative Director • Brand Coach • Certified Diversity Executive® • Author said, “I have personally experienced direct comments; I was called grandma by a direct report who was 24 years old when I was 30.” ... Many older professionals have been working with AI for 10 years and are “pioneering” the technology, argued William Charnock Five0 Consulting. “Especially if you’re young, this transition we’re in as an industry is totally new,” Charnock said. “It’s not. We’ve been through these transitions before. I’m 58 and I’ve evolved 10 times in my career.” .... There is the argument that, when companies need to cut costs, some of the people most vulnerable are those with higher salaries. But, at the same time, Balser said agencies are not hiring older professionals even when they agree to lower salaries, which they currently are. She said she’s seen older executives making $175,000 a year apply for jobs that are offering $100,000 a year or lower, and then they’re being told that they’re overqualified. Another indicator of ageism to some, including Edward Cotton and Balser, is that agencies are requiring fewer years of experience for senior executive roles. .. Gallop said one of the best skills an older employee brings to an organization is a sense of tranquility in tough times or periods of mass disruption, which is what the industry is currently undergoing. She said that as a young agency professional, she’d look to the senior executives in tense meetings or pitches, who always maintained a sense of calm, and that was something she strove to emulate as she climbed the ladder. “I’ve done a ton of pitches at BBH London BBH USA, where [agency founder] Sir John Hegarty was always the one joking and laughing and making sure that everyone decompressed,” Gallop said, adding that whenever young employees feel like “the sky is falling,” an older executive is there to reassure them it isn’t.' .. Gallop suggested eight ways the industry could end ageism in an Ad Age op-ed in 2019 including reshaping culture away from just focusing on the youth, using data to make the case for marketing to older consumers and encouraging every professional to publicly post their age across social media, thereby owning it. She said she hasn’t seen any results, more than five years later.' With great input and insights from Christie Cordes, Tony Stanol Simon Fairweather Sasha Martens Gian Carlo Lanfranco Greg Collins Patti Temple Rocks Lindsay Rittenhouse Ad Age https://lnkd.in/eam3KBC8 #LiveOlder #SayYourAge

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Hawk... you know... Should brands follow trends? As tempting it maybe on the virality of said trend... 1. Only if it fits the brand image and values. 2. Only if it is relevant and also has some value for the target audience. 3. Only if you are not following all trends all the time. 4. Only if you have some clever idea that is different from what other brands are doing in following such trend. Of course the nature of the trend is that we get on and stay as close to it without infringing copyright or open ourselves for lawsuits - but a lazy copy paste is not a good way. Put some effort, come up with a clever idea that taps into the trend. And no, for this particular trend, it's not a good fit for most of the brands. Sure some brands could - I can see a condoms (you know with extra lube), cough medicine (or dry mouth medicine if there is any) or .. I can't think of more, but I'd keep my brand away from this trend - unless we have a clever idea!!! ADWEEK attempts to answer. Check it out.

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This should be the headline for all us ad folks: "The integration of advanced AI into brand interactions will require marketers to work closely with AI teams to ensure that these systems accurately represent brand voice and values." I'd add "brand story" to that list as well. No matter how much things change and tech evolves, the fundamental truth remains, we are the keepers of the brand story, voice and values.

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Thanks to Cindy Gallop for sharing this important article from Lindsay Rittenhouse and Ad Age. It is not the first time they have written about this problem and sadly, I doubt it will be the last, but I do honestly believe that any conversation about ageism is a good thing and I was happy to be included in this one. And, I was especially thrilled to see so many important voices sharing their insights and ideas. Ageism is the one form of discrimination that can (and likely will) impact each and every one of us. But, it is also a problem we can solve -- or we can at least make better progress towards solving. Doing so will require erasing ageist stereotypes from our thinking and from our behavior. If businesses want to create an industry-leading workforce (and who doesn't) they must be just as committed to creating an "agenostic," multi-generational workplace. For the first time in history, there are five (!) generations of talent ready to go. I know from my years in the agency business, nothing was as much fun to work on as a big, hairy audacious, seemingly impossible, client brief. Consider yourselves briefed on ageism, agency world. Get after this. https://lnkd.in/g2Ge9Kmm

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I'm nervous about tomorrow, but it gave me a little extra comfort to weigh in on this year's election. CBS Sunday Morning News was a chance to go mainstream with the perspective I can bring. I got the "walk and talk" shot with David Pogue and I got emails from my family and friends who watch the show. In this business I'm in, we're responsible for help shaping messages and experiences that define what people think about brands. Hopefully based on a truth. Can't say the truth piece feels quite as true anymore for political ads. Although that was probably debatable about marketing as a whole, unfortunately. And It's harder than ever to unify people around a message-- we've moved beyond the broad message to much more niche. In many ways good because there was an assumed bigger perspective that left many out. But we're also losing a shared narrative, which makes truth impossible. And in media today we must navigate the complexity of platforms and subculture to try to align people around a set of values and beliefs, if not a message. We must try and break through peoples' bubbles-- that they aren't even aware they are a part of. Or maybe they are and don't care. Luckily with brands we still have to play the long game. So we haven't gone all negative. We need to build the brand over time. In politics, fear of what could happen can be more unifying than the hope and belief of real change. It's an all or nothing for candidates, so they have to go all in. They don't just have a low sales quarter. The winner of the election controls the next 4 years. The loser gets nothing. However while fear can serve as a unifier or at least a barrier to voting for your opponent, it doesn’t work as well as a motivator for most. I just hope we've given people enough to show up for: pride, hope, optimism, joy--belief that moving forward is a good thing.

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No doubt AI will be a buzzword next week at Cannes 🏖️ Before we head to the French Riviera, my thoughtful leader takes a look at how advertisers can harness AI in the right ways and transform creative development. From enhanced decision making to easy personalization and even streamlining production, AI can be a huge asset to marketers if used wisely, while never losing sight of the art of human talent. Loving Tony Gemma’s perspective on AdExchanger, read it! https://lnkd.in/enzgkf2B

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With a world focused on instant gratification sometimes the importance of consistent brand presence goes unnoticed. Chief Brand Officers are the unsung heroes that keep the ship from hitting that iceberg. This is a good read if you are interested in finding out how instrumental branding is to your success.

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Surprise. Intrigue. Jealousy. Triumph. All the feels while judging this years DRUM AWARDS. Fingers crossed that the ideas our fierce friends at Mower brought to life get some love! Mower Agency | 100% Employee-Owned, Carhartt, FirstEnergy, Rhode Island Energy, Arthritis Foundation,Sun Chemical B2B Marketing, Association of National Advertisers, The Drum, Kendra S. Lewinski, #B2B #B2BMarketing #B2BAdvertising #TheDrumAwards #AgencyoftheYear #MakingFierceFriends #advertising #marketing

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Mark, Those are great points, but the merger will also destroy the culture of their go-to-market brands. Professional service firms' culture drives talent, unique approaches, and distinctive ways of thinking—their "secret sauce that fuels competitive advantage much more than scale ever will. 

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Ellis Verdi brilliantly captures the creative heartbeat of advertising, reminding us that data alone can’t replace the magic of great ideas. His insights on the industry’s shift from genuine creativity to data-driven conformity resonate deeply. As Verdi notes, when creativity is sidelined, brands pay the price. It’s a call to reintegrate imagination into our strategies for lasting impact. Kudos to Ellis for championing creativity’s role in making brands not just seen, but unforgettable. https://lnkd.in/eeK-ASFJ

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Re-visiting this powerful New York Times campaign (https://lnkd.in/gEyVe-eA) is a stark reminder that even after 7 years, its cultural relevance remains undiminished. While we constantly advise brands on the importance of authentic cultural engagement and purposeful campaigns, recent events have highlighted a disheartening trend. Most brands are hesitant to address the pressing issues affecting our nation. Purpose-led marketing seems confined to "safe" moments like budget announcements, Pride Month, or climate discussions. Brands aspire to connect with Gen Z and Alpha, but this won't happen by merely skimming the surface of culture. True engagement requires delving deeper into the issues that truly matter. These generations demand authenticity and action. #PurposeOverProfit #AuthenticityMatters #BrandActivism #CultureAndChange

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Want to know what it's like to work with 3 strategists from 3 different agencies on your brand? Partnering with Wes Henstock of Confid3ntial™ and Ash Rathod of DFC Studio (Digital Focus Creatives) feels a bit like when the Avengers come together for that big fight... We merge our forces to solve complex problems with simple outputs... and once the world is safe again, we return to our main storylines. For us, this collaboration is a no-brainer because 1+1+1=33. That’s three times the value, speed, impact, and fun! Check this vlog to dive deeper into the behind-the-scenes of this global rebranding project, and if that sounds good, DM for a free consultation. ___________ What’s next? Well...you can do 4 things: 1 - Hit the bell icon on my profile to be notified when I post. 2 - DM me to chat about all things brand, design and beer. 3 - Say “brand and beer” three times and then decide what’s next. 4 - Ignore all the above and start working on your brand. ___________ #branding #b2bmarketing #strategy

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This article has been written many, many times in my career, yet very little changes. I post this not to rant at the system, but to continue to acknowledge the obvious disparities. Advertising must do better. Let me know what you think, or simply vent. I think we at least deserve that. #advertising #diversity https://lnkd.in/eHmGk-yv

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My latest blog on the rise of digital media and the demise of long-term thinking. They don't need to be mutually exclusive. We live in a polarized, black and white age, e.g., "Everyone who doesn't agree with me is evil." Marketers seem to be reactionary in the same way: If I can do quant, why do I need qual? If I can increase sales with stunts and (sometimes) tactics that are disconnected from my brand, why wait around a few years? Especially considering the short tenures of most marketing marketing positions today. https://lnkd.in/em_TyFX6

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GORP-core: Fashion Trend or Strategic Opportunity? The buzz around GORP-core has outdoor and performance brands buzzing—yet there’s a fine line between seizing an opportunity and falling into a trap. What started as a trend grounded in utility and function, but elevated by cultural pioneers, has led many brands to pivot toward a style-driven approach, catering to segments like the Luxury Lovers, Stormhunters, and Tastemakers. 🌍✨ But here’s the challenge: chasing style trends can push brands into a cycle of “what’s next?” 🔄 Without a solid anchor in performance and innovation, the focus on aesthetics can dilute authenticity, leaving core outdoor consumers—like the Functionalists (28% of the market)—questioning where the brand stands. When brands focus too heavily on lifestyle trends, they risk losing the trust of their largest and most loyal segment, those who value protection, performance and practicality. However, this shift doesn’t have to be negative. The key is balance. Brands can successfully expand their reach without alienating their core by staying true to what defines them—innovation, performance, and sustainability. Want to make sure your brand stays authentic and compelling 2025 and beyond? Let’s talk about how to craft a strategy that resonates—keeping you ahead of trends while staying true to who you are. Navigating these complex dynamics requires a clear strategy rooted in real consumer insights. At Above The Clouds Communication , we help brands find that balance—guiding them to make informed decisions on strategic marketing, messaging, and positioning to build long-term relevance and trust. In a time when consumer behaviors and trends shift rapidly, understanding what truly drives your audience is more critical than ever. Whether it’s embracing new opportunities or solidifying your core, it all starts with the right insights. #Outdoor #sports #Performance #BrandStrategy #GORPCore #OutdoorInnovation #Sustainability #FashionTrends #ispo #ispomunich #ispomunich2024 #strategy #marketing

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Talked to Ad Age about why CMOs unrealistic expectations about AI cause them to abandon projects. An important read. As CMOs address change management, level-setting expectations may also require them to reassess the fundamental purpose for why they are adopting AI… Thanks for the chat Asa Hiken https://lnkd.in/erYhQVvr

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Small and independent agencies are the future of advertising. Because… Big is slow. And... Small is nimble, flexible, not overstaffed and most importantly - still passionate about creativity. I read an article about the final shareholders meeting for the Omnicom/IPG merger that stated ‘creativity’ was mentioned once, and ‘AI’ was mentioned four times. Small and independent like creativity. Why? Because, more often than not, they are founded and helmed by a creative person or team. Look at Quality Meats Creative on the cover of ADWEEK this week. Birthday New York, helmed by Corinna Falusi, is doing great work for Hinge. CONVICTS in New York are working with Qantas - very rare for a small creative shop to be working with an international airline. There are many more examples. Times are changing. Emerging from this new movement is a camaraderie not previously seen in ‘big advertising’. A “We’re all in this together” vibe is going on. If we all support and cheer for each other maybe the independent movement will grow even stronger. So, if you’re considering launching your creative shop, now might be the perfect time. “It's more fun to be a pirate than to join the navy.” - Steve Jobs Join the community. Maybe we can bring creativity back to the forefront of advertising and brands can get fresh ideas and we can leave the big agencies to do whatever it is they're doing. … ®️©️ 🤘 ⚡ 🏴‍☠️ … #advertising #adagency #creativity

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