SAVANT SOUP: ISSUE 2411

A hearty helping of hot and fresh advertising insights, tech trends and agency news.

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Missouri Botanical Garden

Campaign By Advertising Savants

The St. Louis area puts on some spectacular holiday light displays, but few can match the lush setting of the Missouri Botanical Garden. Illuminated and interactive light displays combined with festive food, drink and specially-themed attractions transform the Garden into an enchanted walk-through wonderland amidst nature’s backdrop.


Combining outdoor, tv, radio, radio streaming banners, print, digital banners and paid social, our campaign features a simple, yet modern, call-to-action as the invitation to experience the holiday magic of the Garden Glow.


See More Savant Work

A can of pepsi and a can of coca cola on a rock

      "Holiday"

      By Rapp Agency

       Toronto, Canada


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Binge scrolling may not be the savviest use of your time, but it pays off when you stumble upon marketing nuggets like this one. Who to target and what they value is a staple to successful campaigns no matter what you're selling.

Is Gen Z The Best Audience To Target As A Marketer?

Post published on

November 25, 2024

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Your Media Budget Isn’t The Strategy

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Marketing budgets are under a microscope right now. Every dollar is expected to work harder. Every channel has to prove its value. And every campaign is supposed to build awareness, drive engagement, support conversions and deliver measurable results, often all at once! That pressure is real. But a lot of media planning conversations still start in the wrong place. They start with the buy. How much should go into TV? Should we increase paid social? Do we need CTV? What about streaming audio, search, display, outdoor or retargeting? Those are important questions, but they are not the strategy. They’re the execution of a strategy. When media planning begins with channel allocation instead of business goals, even a well-built media plan can turn into a spending exercise instead of a growth strategy.

What Attractions Can Teach Every Brand About Seasonality

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Most brands treat seasonality like a problem to solve. There are busy months when demand is high, slower stretches when attention drops off, and the constant pressure to keep people engaged year-round. But attractions tend to look at seasonality differently. They use it as an opportunity. Zoos, botanical gardens, museums, cultural institutions and destination-based brands understand how to turn seasons into experiences people actually look forward to: a holiday lights event, blooming spring garden, summer concert series, fall festival or limited-time exhibit. Each season becomes a built-in reason to visit, come back, bring friends or make plans. That’s something almost every brand can learn from.

Don’t Just Promote The Event. Give People A Reason To Go.

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