For many companies, cost reduction efforts become an endless downward spiral.  As soon as one cost reduction program is completed, it’s followed by another.  Competitors become locked in a race to the bottom, as price reductions predicated on cost reductions are countered by more cost-cutting from competitors to drive another round of price declines.  Before you know it, the industry has shrunk and retailers, manufacturers and consumers alike all lose out on greater growth and access to greater innovation.  By Jason Green, CEO, The Cambridge Group, and Dan Vucovich, former SVP, President U.S.,
The Hershey Co.

The 2016 Summer Olympic Games are underway and, like most of America -- most of the world, really -- I'm fully engrossed in the action … and the drama.  By Tara Reid - VP Consumer Technology / Havas Formula

The media business, in the face of competition from Facebook and Google, is fighting for attention, eyeballs and advertising dollars.  And the challenges facing media sellers are becoming increasingly more complex, as our focus shifts from targeting audience “segments” to reaching individuals.  How can marketers and media brands continue to serve and succeed?

The pace of change in marketing and the marketplace continues to accelerate. Unicorn companies are challenging long-established brands, and categories are being re-imagined. Upstarts question the safety of ingredients, the integrity of the supply chain, and the sanctity of long-held business models. Consumers have new expectations of brands, with 62 percent saying they refuse to buy a brand if it fails to meet its obligations to society.  By Richard Edelman- President and CEO / Edelman

In this opinion piece, the author speculates on the future of advertising. Arguing that the challenge of predicting the future lies mainly in the lack of an acceptable definition of the field, the author solves that problem by developing a set of postulates to create boundaries for the theory and practice of the discipline.  By Don Schultz - Northwestern University, Evanston, Illinois, USA

SSA Public Relations has appointed Rosa Noyola as Vice President, Latino Division which represents US and Latin American consumer product, media and entertainment companies to the US Latino market.

The study, conducted by Hub Entertainment Research, was designed to compare viewing of TV shows and advertising across screens to determine whether engagement and recall differ among platforms, and to identify the drivers that have the greatest impact on the viewing experience.

Florida public relations and digital media firm Schwartz Media Strategies has elevated longtime member Yudi Fernandez to the role of Vice President.

Summer has officially kicked into high gear, which means the search is on for the perfect beach read. Of course, this always presents a problem—how to relax without looking mindless, and how to keep up with your industry without ruining a restful day at the shore?

While Arthur W. Page Society members remain dissatisfied with the level of diversity and inclusion on their communication teams, few are being held accountable for developing and implementing strategies to improve. This is the key finding of a recent student conducted by Syracuse University and funded and released by the PRSA Foundation and the Plank Center for Leadership in Public Relations at the University of Alabama.

Edelman Miami is expanding its U.S. Hispanic team with the integration of Yazmine Esparza as Senior Account Supervisor of Miami’s Corporate practice.

The Allen Lewis Agency (TALA), a metro Detroit-based public relations, marketing and events agency, announced that it has been hired to lead all of Nissan North America Inc.’s multicultural public relations efforts in the United States.

PACO Collective announced it will be providing public relations, strategy, content development and community relations to the Chicago Bears to help drive Hispanic fan avidity and engagement within the Hispanic community.

The notion of cross-screen media is well-heeled by now. There are different names for it. “People-based” is good, since that would make it “consumer-centric.”  A “single view of the consumer” works, too. 

Edelman announced that Milton Lebron has joined the firm’s Miami office to develop the U.S. Hispanic creative and digital portfolio.