Why EQ, AI, and creativity are the most crucial factors in the new era of marketing

Why an identity-based approach is the future of marketing in a post-cookie world

In the aftermath of George Floyd’s death, most of us are trying to understand how to honor this critical moment in our country and evolve. The consequences are many and will continue to impact us as individuals, and as business leaders.  By Isaac Mizrahi -  Co-President of ALMA

United by their mutual skepticism about attempts to define "Total Market," indeed wary of the concept itself, Pedro de Córdoba /  Eventus  and David Morse /  New American Dimensions began a regular correspondence via e-mail and text about a month ago. The following is a distillation. [We previously published this article on 4/25/2015 and is worth republishing]

What do marketers need to focus on in order to regain momentum? We assess how experience, exposure and activation can be optimised.  by Nigel Hollis

"Price is what you pay. Value is what you get." It's one of Warren Buffet's most famous quotes. And it goes to the heart of the calculation of return on investment (ROI), which, of course, is at the core of marketing success. Brand storytelling with sight, sound, and motion comes with a growing price. Video production costs run the gamut from very low (user-generated content) to very high (multiday shooting, with expensive talent). To bolster and exceed their ROI goals, marketers need systems and processes that enable their teams and partners to leverage produced assets without friction or slowdowns.

Four weeks ago when most America when into lockdown, marketers worried about the future of their marketing to mom campaigns. What they soon discovered however was that homebound moms searching for products, educational tools and entertainment created opportunities for sales growth.  [A great blueprint for the US Hispanic advertising, marketing, media, public relatins and research Industry]

Walton Isaacson CEO says a 'seemingly benign idea' has turned into 'a brutal affront to our communities'

Multicultural Excellence Award winners showcase insight and learning from the brands taking the strategic steps to ensure their engagement with multicultural consumer segments is relevant, creative and compelling.

I’ve been working in multicultural market research for over twenty years. I remember, in 2000, when Hispanics overtook African Americans as the largest minority group in the United States. I remember the Language Wars, when we all argued about what the right language was to reach LatinX people (Hell, we certainly didn’t see the term LatinX coming in 2000!), a population that was becoming increasingly U.S. born. I chimed in during the whole Total Market debate, the "we can reach everybody" phase; it never seemed right to me.  By David R.Morse - New American Dimensions

The famous “Got Milk?” campaign started with a deprivation experiment. You can find the history here, but, in essence, participants in a focus group were asked not to consume milk for a week prior to the research. It occurs to me that the Great Lockdown has forced many of us to give up our normal behaviour and brands. The question is: what happens when lockdown ends?  By Nigel Hollis

​The expansive role of the chief marketing officer is filled with possibility, but many CMOs lack the confidence to truly engage with the C-suite. How can CMOs build confidence to elevate their influence and fully realize their role’s potential?

Every day we are thinking about how to drive growth by conditioning demand in the market for our brand(s) over the other brands that we compete with.  By Bill Pink - Head of Global Analytic Leads / Kantar

Marketers, looking for increased productivity and transparency in their media investments, are calling for sweeping changes and improvements in the media ecosystem. This includes transformative changes to the upfront marketplace.

Throughout the Covid-19 pandemic, consumers have been highly attentive to companies’ concrete actions, especially regarding health protocols, reliability and pricing. When choosing vendors and products, people care about what companies do, not just what they say. Advertising and social media messaging thus should tightly align with the material steps a company takes in the marketplace.

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