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Jackie (Irmen) Mellon reposted thisJackie (Irmen) Mellon reposted thisCouture Cappuccinos and Front Row Fuel - Vital Proteins Diner Activation at NYFW 🍽️ Hero'ing the behind-the-scenes talent who power Fashion Week but who rarely get recognised - makeup artists, stylists, and hairstylists (grinding through 14-hour days), Vital Proteins partnered with CNC Agency (Coffee 'n Clothes) to create the 'Vital Diner', a diner serving a collagen-infused menu free for the people who needed it most. Taking over Empire Diner in West Chelsea for a two day pop-up, Vital Proteins, a leading Chicago-based wellness brand, served collagen-powered bites, quick recharge moments, and great energy all week long. The classic diner space included interactive moments for guests to pause, reset, and recharge as well as fun touchpoints from branded matches to a bespoke tongue-in-cheek menu. Guests could enjoy familiar comfort food and drinks, all supercharged with Vital Proteins Collagen Peptides. Think collagen-boosted coffee and matcha and elevated diner staples! All this paired with a high-energy soundtrack inspired by the pulse of Fashion Week, meant the vibes were on point at all times! So why it worked? 🧂 Clever Messaging As a brand that supports people looking, moving and feeling their best from the inside out, Vital Proteins activating around fashion week promoted a message of care during a week that never slows down. 🧂 Putting the People first Supporting the workers who put in serious shifts during fashion week vs just inviting influencers to promote the space = community first! 🧂Branded Touchpoints From salt and pepper shakers to menus and matches, all of the fun props led to great content on social and brought the diner theme to life! Experiential moments like this highlight how fashion weeks has evolved beyond just fashion and the runway shows. For brands, it offers a cultural touchpoint to reach influential audiences, generate organic social content, and position themselves within the broader beauty and lifestyle ecosystem. Agency: CNC Agency (Coffee 'n Clothes) #CNCexperiences
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Jackie (Irmen) Mellon shared thisA sparkling launch has officially hit the market!! Introducing new Vital Proteins Collagen Sparkling Water — designed to improve skin health and reduce fine lines & wrinkles in just 30 days. Bubbles have never tasted (or worked) so good!! A huge congratulations to the incredible cross-functional team who brought this innovation to life. And a special shoutout to Tessa Corno — your passion, belief, and rentless drive made this product a reality.Jackie (Irmen) Mellon shared this***New Launch Alert*** The new VITAL PROTEINS Collagen Sparkling Water was just announced at Expo West and will start hitting shelves around the country over the coming weeks. I’m ridiculously proud of and grateful for the mighty cross-functional team that brought this breakthrough innovation to life in just a matter of months, overcoming every obstacle with creativity and hustle. I hear you wondering – is this product for me? Well, that depends – would you be interested in a can of crisp & refreshingly fruity sparkling water that delivers a daily dose of Verisol collagen, clinically proven to improve skin health and reduce fine lines and wrinkles in as little as 30 days? If yes, then Yes! Very much so.
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Jackie (Irmen) Mellon shared thisThis year, Fashion Week hit different. We brought Vital Proteins into the spotlight — making everyone look a little glow‑ier and feel like they’ve got that “IT” factor that makes Fashion Week so fierce. Any brand can show up at NYFW… but how you show up is what matters. Instead of focusing on who’s in front of the camera, we turned the lens on the vital talent behind the scenes — the makeup artists, hair stylists, nail techs, estheticians, stylists, and crews who work tirelessly and often invisibly… yet are truly essential (just like collagen!). 💙🎨✂️💅 That insight inspired the Vital Diner — a collagen‑powered pop‑up built to help Fashion Week’s “Vitals” refuel, recharge, and stay well through one of the industry’s most demanding weeks. In partnership with Vogue and beauty icon Patrick Ta, the experience not only educated guests about collagen — it let them taste and feel the benefits firsthand. And the results speak for themselves: 🔥 6 sold‑out seatings 👥 450+ guests served (lines wrapped around 22nd & 10th!) 🥞 100s of collagen pancakes + smoothies enjoyed 🗞️ 50M+ media impressions (and counting!) 📈 +72% organic social engagement 💸 Double‑digit lift in short‑term sales While sales weren’t the primary goal, this proved what we deeply believe: When you show up meaningfully in culture, the business follows. And… we’re just getting started. While NYFW may be a marathon, I’m endlessly grateful for the Vital Dream Team who sprinted to make this magic happen — and for the leadership who empowered us to run fast and think big, from the first pancake! Abigail Buckwalter Brian Groves Jill Abbott Sona Jones Mike Sommers Koren Cook Chantel Calixtro Robyn Wolfish Maurice Robinson Amy Verhey Nnaji, she/her Meghan Braselton Dana Rizzo Constance George Simms Veronica Finley, and last but not least our partners at CNC Agency (Coffee 'n Clothes) and OPENMIND (part of WPP Media). #StayVital #FashionWeek #NYVitals
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Jackie (Irmen) Mellon shared thisAfter 4+ unforgettable years leading marketing campaigns for Vital Proteins, I’m stepping into a new role leading Strategic Partnerships, Experiences, and PR at Nestlé Health Science. I’m excited to continue championing cultural relevance for Vital Proteins while partnering across a suite of lifestyle nutrition brands that are shaping the future of wellness today. As we step into the Year of the Fire Horse 🔥🐎, I’m ready for the next ride. Thank you to Brian Groves, Jill Abbott and Sona Jones for the opportunity! PS - if we’ve collaborated before—or want to explore partnerships—let’s connect. #NewRole #Wellness #BrandComms #StrategicPartnerships #ExperientialMarketing #PR
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Jackie (Irmen) Mellon posted thisFCB Chicago was where I grew up. It was the place where I learned from icons in advertising who created ideas and taglines that to this day endure because they made you feel something. It was where I met some of my best friends that remain by my side no matter where we are at in the world. It’s where I sold fried chicken, pickles, cheese and found out life is better on the beach. It’s where many of Dolce parties were had, and many of my fondest memories were made. I loved every minute of it. I’m thankful for it. I will always remember it. To Joan Black Rahul Roy Betsy Ross Kristen Beaudoin thank you for the masterclass in what it means to be truly inspiring leaders. I am who I am today in marketing by learning from the best. Farewell 101!
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Jackie (Irmen) Mellon shared thisSo honored to be a part of the magic at the US Open this year as Vital Proteins became the first-ever “Official Collagen Sponsor of the US Open” as a presenting Sponsor of the 2025 Mixed Doubles Championship. Couldn’t be prouder of the Vital team who made it all happen on and off the court - I think we can officially say it seerrvved! Jill Abbott, Sona Jones, Mike Sommers, Amy Verhey Nnaji, she/her Robyn Wolfish Dana (Nolan) Rizzo Meghan Braselton Steph Hayden Koren Cook Veronica Finley Constance George Simms
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Jackie (Irmen) Mellon reposted thisJackie (Irmen) Mellon reposted thisHi all, looking for a Senior or above (Assoc. Dir/Dir) level Freelance Acct/PM for a 3-6 Month contract to start ASAP. Send me a message if you know anyone or are interested!!
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Jackie (Irmen) Mellon shared thisSo proud of our collagen crew! It’s an honor to be named one of America’s most loved brands by Newsweek!Jackie (Irmen) Mellon shared thisWith competition and consumer expectations at an all-time high, shoppers want brands that not only provide the features they need but ones they connect with on a personal level. That’s why Newsweek has partnered with Plant-A Insights Group to celebrate America's Most Loved Brands 2025. These are brands that have won the hearts of consumers across the country. Full list: https://lnkd.in/gDKQQhTT
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Jackie (Irmen) Mellon shared thisI couldn’t agree more…a brand is more than a logo, it’s an emotional connection and experience you create with people.Jackie (Irmen) Mellon shared this>> The True Anatomy of a Brand: Too many people confuse branding with flashy visuals and sleek websites. But that’s just surface-level thinking. Check out Kevin Russell the great brain behind this powerful visual reminder. A real brand is an experience, a journey—here’s what truly defines it: 📌 Emotional Connection: Your brand is the feelings you evoke, the bonds you create. It's about resonating deeply with your audience. 📌Memorable Experiences: It’s not just about what you offer; it’s about how you make people feel. Every interaction leaves an imprint. 📌Reputation: Your brand is what people say about you when you’re not in the room. It’s built on credibility, consistency, and excellence. 📌Trust and Promises: A brand is a promise kept. It’s the trust you earn by delivering on what you say—every single time. 📌Storytelling: Your brand is the narrative you craft as you chase your vision. It’s the story that unfolds with every step you take. 📌Core Values: It’s the principles you stand by, even when no one is watching. These values guide your decisions and shape your brand identity. 📌Communication: How you convey your message defines your brand. It’s not just what you say, but how you say it that counts. 📌Workplace Culture: Your brand is reflected in the culture you cultivate. It’s the environment you create that inspires and empowers your team. 📌Distinct Identity: A brand is what sets you apart. It’s the unique blend of characteristics that differentiates you from the competition. 📌Vision: It’s the future you’re building towards, the big picture that drives your actions every day. These elements are the heartbeat of your brand—they shape the entire brand experience. Remember, a logo is just the tip of the iceberg. Your brand’s true power lies in its depth. Dive deeper, and your brand will resonate longer. What part of your brand needs more focus? Let's discuss in the comments! 👇 --- ♻️ Repost this to help others in your network. And follow Paul Storm for more!
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Jackie (Irmen) Mellon liked thisJackie (Irmen) Mellon liked thisWe’re officially launching www.fcbalumni.com, a dedicated space for our alumni to connect, explore, and stay in the loop. Check out www.fcbalumni.com.
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Jackie (Irmen) Mellon liked thisJackie (Irmen) Mellon liked thisWe’re officially launching www.fcbalumni.com, a dedicated space for our alumni to connect, explore, and stay in the loop. Check out www.fcbalumni.com.
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Jackie (Irmen) Mellon liked thisJackie (Irmen) Mellon liked thisLooking forward to joining the POSSIBLE Conference in Miami next week and spending time in conversations around culture, creativity and how brands show up in everyday life. I'll be speaking with The Female Quotient on what it takes for brands to move from occasional to essential, and how we build relevance through consistency, utility and real connection. Later in the day, I’ll join the ADWEEK House panel to talk about the role of music and cultural partnerships in shaping how brands connect with people in more meaningful ways. At Nestlé Nespresso SA, a big focus for us is embedding into the rituals people already have, whether that’s coffee, music or the communities they’re part of, and showing up in a way that feels natural and lasting. We’re continuing to evolve how we build cultural relevance, partnering with creators and communities to move beyond moments of visibility and toward becoming part of everyday life. Can't wait for these conversations and more! #POSSIBLE2026 #Nespresso #CulturalRelevance POSSIBLE
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Jackie (Irmen) Mellon liked thisLet’s be clear! There is a significant amount of knowledge, effort and transparency in our development process, thanks to our all-star teams. Great to be part of Ritual.Jackie (Irmen) Mellon liked this“Let’s be clear.” 💛 These simple words allowed Scholar to craft a film that enhances Ritual’s belief that the future of health is clear into focus. Ritual products are formulated by scientists, using key clinically backed ingredients in research-recommended dosages. We anchored everything around the idea of clarity — not just as a message, but as a visual behavior. The way elements move from soft haze into focus became the foundation for the entire piece. https://lnkd.in/e7zsfQ3n
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Jackie (Irmen) Mellon liked thisJackie (Irmen) Mellon liked thisOur new global campaign, Vertuo World is here! We're inviting you to explore the creative and unexpected world of coffee. Which one is your favorite? Personally, I love an iced double espresso but I actually drink Melozio every morning. This campaign embodies a new chapter for us at Nestlé Nespresso SA. We’re embracing a more bold and expressive identity, and our new Global Brand Ambassador, Dua Lipa, is the perfect person to lead the charge. Her fearless creativity and passion for discovery uniquely capture the spirit of what’s next for our brand. You’ll also start to notice fresh energy across the brand, including a more vibrant and playful look that reflects the creativity in every cup. This is more than a campaign; it’s a signal of our next chapter. I am so proud of the team for bringing this vision to life. And trust me when I say, we're just getting started... #WhatElse #Nespresso #VertuoWorld #Marketing #DuaLipa
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Jackie (Irmen) Mellon liked thisJackie (Irmen) Mellon liked thisFood, media, influence. All shifting at once. We brought together voices from TODAY, Express Checkout and Broma Bakery with food, beverage and nutrition communications leaders over dinner last night to get a sharper read on where things are heading. Here’s what’s clear. The media and information landscape is shifting fast, and the platforms and people driving influence are evolving just as quickly. A few things I keep coming back to: -> Social grabs your attention. Traditional media brings authority. But Substack? That’s where people build real relationships. It is less about polish, more about perspective. -> Discovery is instant. Connection takes time. Short-form gets you seen, but it is longer-form and repeat engagement that actually builds relevance. That is happening on platforms like Substack and YouTube. Brands need both working together. -> The overly styled, “perfect” content is losing ground. What is cutting through now is emotion. Comfort, nostalgia, everyday moments that actually feel like real life. -> Who’s telling the story matters just as much as the story itself. Founders, real voices, lived experiences are what people respond to. The airbrushed version is not landing anymore, and that has real implications for how we think about spokespeople and storytelling. -> Content is being shaped by culture in a much more direct way. From GLP-1 conversations to the rise of protein-first lifestyles, these shifts are influencing what lands and what gets made in the first place. If you are not plugged into that, you are already behind. We will be doing more of this. Bringing media and brands into the same room and staying close to how earned influence is evolving. Huge thanks to everyone who joined us and to the Zeno Group team who made it happen. Special shout out to Sarah Fennel, Nate Rosen, Jenna Movsowitz, Kate McCarthy. #CommunicationsLeadership #EarnedMedia #MediaLandscape
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Jackie (Irmen) Mellon liked thisJackie (Irmen) Mellon liked thisA conversation with Dee Hall A pioneer in experiential marketing and a force behind some of the industry’s most effective brand activations, Dee Hall has built a career defined by action, impact, and results. From founding and scaling agencies to leading at the highest levels, she has shaped brands, driven revenue, and created meaningful partnerships across some of the world’s most recognized companies. Her work spans disciplines, industries, and audiences, but the throughline is clear. Ideas that perform. Teams that deliver. Creativity that moves business forward. Recognized as a Chicago Business Journal Women of Influence honoree and a leader behind award-winning, high-growth agencies, Dee brings a rare combination of entrepreneurial drive, strategic rigor, and creative excellence. Her influence extends across the industry through leadership roles with the ANA and as co-chair of the REGGIE Awards, setting the standard for what modern brand activation can achieve. This is a conversation about building, leading, and creating value in the most dynamic marketing discipline of our time. Coming soon to the FCBA Podcast.
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Jackie (Irmen) Mellon liked thisJackie (Irmen) Mellon liked thisIn the wellness era the explosion of supplements (and peptides) has made it more difficult than ever to unpack truth from pseudoscience. Helping consumers navigate the category is my passion — whether they choose Ritual or not.Ritual Founder Calls Out "Pixie Dusting" and What to Look For in Your VitaminsRitual Founder Calls Out "Pixie Dusting" and What to Look For in Your Vitamins
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Jackie (Irmen) Mellon liked thisLet's goooooo Team Laird!Jackie (Irmen) Mellon liked thisBusy start to 2026. Creating transformational work at the intersection of fashion, luxury, aspiration and cultural relevance. We’re proud of the work we’ve done so far and can’t wait for the rest of the year! And here's a link to our newly launched website - www.teamlaird.com More to come soon.
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B&B studio
12K followers
Taste still matters - and so does staying true to your brand’s unique voice. B&B studio’s Head of Strategy Lisa Desforges recently spoke to Hazel Davis in her piece for Creative Review about how the rise of GLP-1s, which reduce appetite, are reshaping the F&B landscape. As Lisa notes, it is no surprise that many mainstream brands, especially those that offer ultra-processed food, are refocusing on nutrition. But in doing so, they risk losing sight of what makes them unique in the first place. For premium brands, it's different. They have the opportunity to double down on messaging of quality over quantity. Lisa said: ‘‘Emphasising, rather than reinventing this messaging should be key - with luxury food brands embracing their role as purveyors of exquisite, ritualistic experiences and positioning themselves as rare, high-quality treats that contribute to life's joys.’’ Read the full piece in Creative Review: https://lnkd.in/eczgM7r5
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AdLib DSP
8K followers
In a climate where budgets are shrinking and expectations keep growing, small in-house marketing teams are being put to the test. With major brands like PepsiCo and Keurig Dr Pepper scaling back or scrapping in-house creative units, the message is clear: we’re entering a new era of pressure and purpose. But here's the truth: smaller teams can still compete with the big guys. 💪 Here’s how: ✅ Focus on agility: Respond faster, pivot smarter ✅ Lean into creativity: Constraints often spark the boldest ideas ✅ Own your brand: No one knows it like you do ✅ Build strategic partnerships: Outsource only where it counts ✅ Measure what matters: Prove your impact, not just your output To all the small but mighty in-house teams: your size is not your weakness; it’s your superpower. Read on for more: https://heyor.ca/hY3LNC #InHouseAgency #MarketingLeadership #SmallTeamsBigImpact #CreativeAgility
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