The sheer number of rainbow avatars from brands as I casually scrawl through Twitter is my first indication of how the annual Pride celebration is now fully mainstream.  This is the first year I can recall Pride being a ubiquitous brand activation opportunity.  In the wake of the 50th anniversary of the watershed Stonewall Uprising that is mostly credited with launching the gay rights movement the fact that brands are present in the celebration is a testament to how far we have come.  Brand engagement with the LGBTQ community for Pride Month is coming into its own but still has room for meaningful impact.

Marketing’s big opportunity is here. CEOs are turning to marketing to drive their company’s growth agenda, and they’re giving CMOs the runway and support to do so.

ICON International, a specialty finance company engaged in corporate barter with a focus on advertising and media buying, has hired Jose Bello as Director of Multicultural and LATAM Business Development. Jose is a native of Venezuela with more than 25 years of experience in corporate marketing, advertising and media.

Lil Miquela posted her first Instagram post in 2016. Three years later and she has over 1.6 million followers. Not bad for someone who is not even real. Brands are increasingly using virtual influencers like Lil Miquela, but where does virtual brand ambassador cross over into brand deception?  by Nigel Hollis

By Gonzalo López Martí  - Cretive director, etc./

  • If you read my columns -thank you!- you probably know that “malinchismo” is one of my pet peeves.
  • A full-fledged obsession.
  • Lemme ‘splain: historians are not fully in agreement and accounts vary but, legend has it, “La Malinche” was an indigenous woman who became translator and spy for Spanish Conquistador Hernán Cortés in his quest to overthrow Aztec emperor Moctezuma.

Brands are increasingly turning to the power of purpose to connect with customers and grow sales. But in spite of the growing interest in purpose our analysis suggests that many brands are failing to leverage their true potential and the key lies in how brands communicate with their customers.  by Graham Page - Managing Director, Offer & Innovation at Kantar

Personalization will be the prime driver of marketing success within five years. Here are the capabilities companies need to develop to stay ahead of the curve.

In this conversation, we will explore how brands can play a role in addressing social justice issues in the Black American community by helping improve the lives of Black American consumers while driving brand engagement, loyalty, and sales.

In this report, we share stories of the things we are doing, beyond our client work, to make a difference in society and describe the ways we are working to strengthen our own responsible practices.

When Doug Zarkin assumed the role of VP and CMO at Pearle Vision, an eye care provider with more than 500 locations across North America, he set out to revamp the brand by tapping into the company's roots as a high-touch, neighborhood business. "We recognized that the path forward needed to start with restoring the power of what our brand stood for," Zarkin says. "Our purpose is to become the premier neighborhood destination that people trust with their eye care and eyewear needs."

The average city dweller today sees up to 5,000 ads per day. With people constantly inundated by ads, only a few messages can be expected to reach a consumer and sustain attention long enough to have an impact. Do consumers remember five — or even two — ads that crossed their field of vision during their morning commute? To set themselves apart, advertisers continuously look for ways to break through while publishers work to fill up blank spaces with sellable inventory. But people are increasingly escaping from the unwanted chatter and stimuli in their surroundings.

After presenting at the Effies Summit in Colombia the other week, I sat in on a presentation by Santiago Pachano, Commercial Director at Google Argentina. He laid out a compelling case for why marketers should invest more in performance marketing. In my opinion there was just one small problem with his argument: it was a recipe for killing a brand’s future revenues.  by Nigel Hollis

Mood, needs state and situation are key indicators of ad receptivity (willingness to see an ad before exposure to it) and ad attention (the active behavior of noticing an ad) for both digital video and digital audio consumers, according to “Ad Receptivity, Deconstructed,” a new media trial study by MAGNA and IPG Media Lab in conjunction with Pandora Media, LLC, a subsidiary of SiriusXM.

By Gonzalo López Martí - Creative director, etc –

“It’s Colombia, not Columbia.”

I’ve noticed that some politicians who have thrown their hat in the presidential primary race as of late suffer from one of the oldest problems in the marketing playbook: a lack of brand name recognition.

Accenture launched Marketing Disrupted, a seven-episode podcast series focusing on key themes and challenges that chief marketing officers (CMOs) face in this age of digital disruption.
Through interviews with forward-thinking CMOs and other leaders, the series highlights the explosive pace of technology and its impact on the challenges of today’s CMO.