To grow sales, more companies are teaming up to attract each other’s customers—and persuade their existing customers to buy more—by creating a positive association with another brand. Well-known alliances include McDonald’s Happy Meals with Disney toys and Dell PCs with Intel processors.

As far as news coverage of emerging trends in marketing go, this one was exceptional: "New Report Cites Skyrocketing Growth of Internal Agencies," the Ad Age headline shouted, while Adweek weighed in with, "ANA Report: In-Housing Agency Work Is Accelerating." MediaPost followed suit with "ANA: Over Three-Quarters of Our Members Have In-House Agencies" and Campaign US ran with, "Number of In-House Agencies Rise Dramatically, ANA Study Finds."

What if there was a proven, brand-safe video ad format that's equally effective for targeting unique consumers and regions, or blanketing the whole country with a campaign? A medium that offers loyal, engaged audiences at competitive CPMs and the power of sight, sound, motion, and narrative?  What if marketers found out that their agencies won’t even consider it for campaigns because they can’t buy it at their preferred profit margin?

A brand no longer needs, nor can embrace, all trends. It must create sub-brands specifically designed for each niche, and reach each one using algorithms. The organic food brand Mãe Terra recently bought by Unilever has been a smart move in this way.  by Anahi Lucas & Felipe Ramirez

Brands that are perceived as innovative and that also provide a great experience – meeting consumers’ needs where and when they are wanted – grew the most in value in the latest BrandZ™ Top 100 Most Valuable US Brands ranking, announced by WPP and Kantar Millward Brown.

There is huge pressure for marketers to spend more on digital: it is where customers are spending more time, it is what everyone else is doing and the convenience metrics look good. So, it is nice to find an example of a company doing its homework and bucking the trend.  by Nigel Hollis

Today’s shopping expectations have created new selling opportunities for businesses in the consumer-packaged goods (CPG) industry. “Consumers and businesses now expect every interaction to be shoppable–whether on the web, mobile, social, in-product or in-store,” said Brad Rencher, executive vice president and general manager of Adobe Digital Marketing.

In the latest episode of "Behind the Numbers," analyst Nicole Perrin joins us in the studio to discuss consumer attitudes about advertising and why so many people are resistant to ads. Who are the ad blockers, what are they actively blocking, and what could help turn them around?

Two of advertising’s most important titans went head-to-head to debate in-housing and the future of agencies.

There is no doubt that the plethora of convenience metrics offered by digital media is focusing marketing attention on the here and now, often to the exception of longer-term outcomes. But there is actually no reason why digital media cannot be used for brand-building.  by Nigel Hollis

The partnerships between clients and agencies can often be fraught with opacity, distrust, and inefficiency.

Of the many challenges facing marketers and publishers these days, few are more critical than the need to connect with millennials, a generation now on the verge of two major milestones.

Teens credit social media for helping to build stronger friendships and exposing them to a more diverse world, but they express concern that these sites lead to drama and social pressure

I was browsing the Kantar Media’s 2018 Dimensions report (well worth a read), when I came across a section on the need to strike a better balance between short and long-term. This seems to be a topic of increasing interest to marketers, but how do you find the right balance?  by Nigel Hollis

In the latest episode of "Behind the Numbers," eMarketer analyst Lauren Fisher is joined in the studio by digital strategist Chris Lundquist for a conversation about consumers’ view of loyalty and what the major motivators are for building that loyalty.

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