Brands that market to multicultural audiences have found music as a key approach to connecting across generations. But multicultural marketers sometimes overlook the many facets differentiating their target audiences, ranging from differing countries of origin to local cultures and experiences. To truly connect, marketers must craft precise messages for specific segments rather than treating the multicultural community as a singular audience.

ANA, ever-faithful and aggressive on behalf of its advertiser members, struck a second blow to 4As this week -- a right uppercut to the chin -- with a new ANA study of advertising production practices.  The report detailed "a range of improper behavior, including allegations that some agencies have steered production contracts to their in-house production and post-production outfits by urging other companies to inflate their prices during the bidding process," as reported in WSJ.  ANA's first blow -- a left to the head -- was its 2016 media transparency report, which outlined improper media owner rebates and kickbacks to media agencies.  The combination 1-2 punch is sure to further undermine trust and lead to contract reviews and reductions in agency remuneration. 4As is taking it on the chin.  What can they do?  The fight is a mismatch.  ANA has the weight advantage -- or does it?  By Michael Farmer - Madison Avenue Manslaughter Archives

How quickly and effectively marketers respond and adapt to ongoing consumer feedback has become a new determinant of brand performance, reports the Chief Marketing Officer (CMO) Council in a survey report.

It was once the case that multicultural marketing initiatives were only considered after the general market strategy was in place–but no more.  The influence of these important consumers is rapidly expanding. Today, multicultural shoppers control more than $3.4 trillion in buying power thanks to a growing population, advancements in education and business, as well as an intense interest in everything tech.

In an era of hyper-segmentation and personalization, can mainstream marketing still provide total relevance? The concept of mainstream is obsolete. It comes from a simpler time, when the U.S. population was less diverse. The overwhelming majority was non-Hispanic, White, Anglo-Saxon, and Protestant, and, relatively speaking, the population was much more economically secure.

Advertising campaigns that resonate in the minds of consumers are hard to find: A Nielsen study shows that 22% of digital ads failed to drive uplift for key brand metrics in Australia. Encouragingly, understanding frequency - the number of times consumers see a campaign - has a demonstrated impact on resonance, and can ensure brands maximise their digital spend.  By Gabrijela Okadar, Manager - Marketing Effectiveness, Nielsen

There’s a quote that gets thrown around and misattributed all the time that says, “Hope is not a strategy.”  In the digital media and advertising business the word “identity” gets thrown around even more, so to paraphrase this oft-used cliché, I’ll say: Identity is not a strategy.

From job growth picking up and income lagging behind to weak housing investments and the current political climate, consumers are being bombarded with a slew of mixed indicators that are making them less willing to open their wallets and spend.

Rapid adoption of Artificial Intelligence (AI) and Intelligent Automation (IA) brings a host of broad questions leaders must thoroughly consider as their organizations move into the automation age. A new KPMG LLP report explores these potentially massive issues and provides important insights to help drive decision making as robots and cognitive technology begins to outpace human intelligence.

Non-transparent production practices exist at multiple ad agencies and agency holding companies, according to a new study by the ANA (Association of National Advertisers).

Ad Blocking remains a hot industry issue based on its continued rise on desktop and mobile and it’s costing the online advertising industry billions of dollars annually. Kantar Millward Brown’s Duncan Southgate, in partnership with GroupM, explored who blocks ads and why, and recommends what advertisers, agencies and publishers can do to reduce ad blocking.

Target is worried. Latinos, one of its key demographics, are shopping less. The news alarmed CEO Brian Cornell so much that at the July Fortune Brainstorm Tech conference in Aspen, he told an audience that “there’s almost a cocooning factor” among Latino shoppers. “They are staying at home. They are going out less often, particularly along border towns in the United States. You’re seeing a change in behavior.”  By Ozzie Godinez - CEO and Co-Founder at PACO Collective

All brands have a story to tell consumers, but telling it in a way consumers want to hear can be challenging. Marketers are taking advantage of their ability to use content and ad creative sequentially to present longer, more compelling messages to consumers.

The annual growth rate of the U.S. Hispanic population remained flat between 2016 and 2017, but Hispanics continue to account for more of the nation’s overall population growth than any other race or ethnicity, according to a new Pew Research Center analysis of preliminary population estimates from the Census Bureau.

Every year, companies spend months creating their price and promotion plans in hopes of driving better results. However, intensifying pressures from today’s increasingly competitive marketplace are causing systemic shifts in the effectiveness of the current planning process.  By Lana Busignani, Executive Vice President, U.S. Marketing Effectiveness, Nielsen

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