Approach Marketing

There’s something really special about getting to lead conversations like this alongside a community like Females in Food. As marketing moves from search engines to answer engines, it’s important to know where your brand stands. Connect with us to explore how your brand is showing up AI-driven conversations.

✨ APPROACH TEAM SPOTLIGHT: Meet Melina Lamb, PR Manager Melina is the strategic connector building brand partnerships and experiential marketing opportunities that reach the right audiences for MYOJO U.S.A., INC., ClimeCo and multi-location food and beverage brands. Chicago born-and-raised, Melina brings fresh energy and sharp instincts to every campaign she touches. 🎀 Melina Trivia: - One of four sisters and is left handed - Has been with her husband since high school - Every fall, she resets with a full "Gilmore Girls" rewatch. No skipping, no shame - If not in PR? She'd be at Vogue, living out her 2000s rom-com journalist dream 🎙️TED Talk topic? It's Taylor Swift, obviously, and she's already prepared it. What's Melina's hottest Taylor Swift take? Ask her in the comments. Connect with Melina Lamb and let's hear it, Swifties. 👇

The Big Agency Experience... What clients think they’re getting: ✅ Senior strategists ✅ 360º integration ✅ An extension of their team ✅ Award-winning ideas What clients actually get: ❎ Junior talent doing the work ❎ Corporate bureaucracy ❎ 10 hours/month of status calls ❎ Decks, spreadsheets and overhead At Approach you get big agency experience… without having to put up with yet another Big Agency experience. Senior talent. Exclusively. Only and always on your business.  That’s our Approach.

Graduation season is here, and with it comes the big question: 𝘸𝘩𝘢𝘵'𝘴 𝘯𝘦𝘹𝘵? At Approach, we're big believers in growing talent, and we've seen firsthand how a successful internship can turn into a fulfilling career. Lillie Krajewski started with us as an intern while still in school, balancing classes with real client work for over a year. After graduating, she joined the team full-time as our first associate. Lillie's biggest piece of advice for new grads: "Your network can open the door, but your attitude and consistency are what turn that opportunity into an offer." A few things that made the difference: ✨ 𝗕𝘂𝗶𝗹𝗱 𝘁𝗿𝘂𝘀𝘁 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗱𝗲𝗽𝗲𝗻𝗱𝗮𝗯𝗶𝗹𝗶𝘁𝘆. Communicate early. Meet deadlines. Follow through. ✨ 𝗣𝗿𝗼𝗮𝗰𝘁𝗶𝘃𝗲𝗹𝘆 𝗮𝗱𝗱 𝘃𝗮𝗹𝘂𝗲. Bring a draft. Send a recap. Suggest a next step. ✨ 𝗦𝘁𝗮𝘆 𝗰𝘂𝗿𝗶𝗼𝘂𝘀 𝗮𝗻𝗱 𝗰𝗼𝗮𝗰𝗵𝗮𝗯𝗹𝗲. Share ideas. Ask questions. Treat feedback as growth. New grads, what's one thing you're trying to figure out right now as you start your career? Drop it in the comments.

If your social media engagement has been declining, you're not imagining it — and you're definitely not alone. Buffer's latest data shows Instagram, LinkedIn and Threads all saw meaningful declines over the last year. Facebook's organic reach by followers? Down from 16% in 2012 to 1–2% today. But here's the reality: it's not necessarily your content. It's the system. A few forces at play: → 𝗔𝗹𝗴𝗼𝗿𝗶𝘁𝗵𝗺𝘀 𝗮𝗯𝗮𝗻𝗱𝗼𝗻𝗲𝗱 𝗳𝗼𝗹𝗹𝗼𝘄𝗲𝗿𝘀. Platforms now use AI to decide what you see based on watch time and behavior signals — not who you follow. Your 50K Instagram followers don't guarantee impressions anymore. → 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝘀𝗮𝘁𝘂𝗿𝗮𝘁𝗶𝗼𝗻 𝗶𝘀 𝗿𝗲𝗮𝗹. More posts. More creators. Same finite attention. Even great content gets buried. → 𝗣𝗹𝗮𝘁𝗳𝗼𝗿𝗺𝘀 𝗮𝗿𝗲 𝗽𝗮𝘆-𝘁𝗼-𝗽𝗹𝗮𝘆 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀𝗲𝘀. Reduced organic reach creates pressure to spend. That's the model. → 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗶𝘀 𝗲𝘃𝗼𝗹𝘃𝗶𝗻𝗴, 𝗻𝗼𝘁 𝗱𝗶𝘀𝗮𝗽𝗽𝗲𝗮𝗿𝗶𝗻𝗴. Audiences are getting selective. They're saving and sharing instead of handing out likes. Instagram is prioritizing views over engagement rates. The metrics we used to obsess over? They're measuring less of what platforms actually reward, which is engagement rate by reach, saves, shares, watch time and content quality. Declining organic engagement is a structural reality. But it's not an excuse to stop optimizing, or to rely on paid-only. It's a reason to get strategic. Scroll through the slides for our advice on how to win in the current social environment. And subscribe to our monthly newsletter for insider access on the latest happening across the industry: https://lnkd.in/ecxEqjSb

A “small” change can become a big story fast. Reese’s is a timely example: after backlash over some products using a coating with less chocolate, Hershey says it will return to classic Reese’s recipes for all products starting in 2027. It raises a bigger conversation for brands: 💬 How do you respond when fans feel like a core promise changed? 💬 How do you communicate the “why” without sounding defensive? 💬 And the timeless debate: Is any press good press? What's your take? https://lnkd.in/eGS72udF

PR isn't what it used to be. Check out Megan Shroy's take on how the landscape has shifted and where your brand actually needs to show up today👇

There's nothing better than watching earned media roll in for a client. 🙌 Our team has been hard at work securing coverage for Almost Heaven Saunas, and the placements have been coming in across some really exciting outlets. From athletic recovery to luxury home wellness to backyard transformations, the brand is resonating with audiences across the board. When a brand has a genuinely great story, our job is just to make sure the right people hear it. Check out some of the recent coverage below 👇 👉 https://lnkd.in/eBwQngMh 👉 https://lnkd.in/eZUUyuR3 👉 https://lnkd.in/eXttsitj 👉 https://lnkd.in/eKWkDJMm

A new study just put a number on what we've been saying for years: CEO thought leadership isn't vanity content. It's a business asset. An analysis of 1,000+ S&P 500 companies found that high-quality thought leadership drove an average of $367 million in shareholder value in a single week. Let me repeat that: Words created measurable value. Not product launches. Not earnings reports. Just really good executive communications. Here's what separates the winners from the noise: 📊 Quality over volume. More content ≠ more value. In fact, weak thought leadership correlated with neutral or negative outcomes. AI makes it easy to produce content at scale, but that doesn't equate to quality content. 📊 Originality and coherence. Thought leadership content with a distinctive voice and clear POV is better business. Generic doesn’t move the needle. 📊 Curation over automation. When AI is trained on everything, it loses its taste. Great content requires human judgment and personality. This is why OpenAI acquired a storytelling agency. This is why "storytelling" mentions in earnings calls jumped 65% since 2020. This is why companies are hiring professional storytellers. I believe brands investing in real executive voice and strategic messaging will pull ahead in the next 12-months. And the ones flooding channels with AI slop will get left behind. At Approach, we've been building credibility-driven thought leadership strategies for our clients for years. This study validates what we already knew: better messaging is better business. See full report in comments. Have you seen CEO thought leadership drive real results? What separates signal from noise?

Some campaigns stop your scroll. Others make you say "Wait, did that actually just happen?" Burger King fired its own mascot and handed the crown to its customers. Dyson convinced the internet their dog could have better hair than them. And the LEGO Group pulled off the most talked about sports ad in the World Cup buildup. These are three brands that got it right recently. Swipe to see what made us stop scrolling. What stopped your scroll recently? Drop it in the comments 👇