Let’s be honest: forecasting is always an iffy proposition, no matter who does it, how much data we analyze, and how many trends we consider. Too many variables can change the trajectory of what might seem a rock-solid conclusion. Both “known unknowns” and “unknown unknowns” pile up as time advances and can turn a forecast … Read more
The 2023 Media Comparisons Study, conducted by GfK and commissioned by TVB, continues to be a key industry resource for multimedia usage and effectiveness. This study explores the many different ways individuals consume traditional, digital and streaming media, comparing reach, time spent, daily news sources, most trustworthy news sources and level of community involvement. Additionally, … Read more
The HMC Annual Summit, the only Hispanic-centric conference developed by industry leaders with multicultural expertise, is back in person in New York City on April 26 to 27. This day-and-a-half conference packs a powerful agenda aimed at arming brands with data-driven insights, research & strategies to help them connect authentically with the Hispanic market. With … Read more
As the media industry works towards becoming more inclusive, Nielsen’s 2022 Being Seen on Screen report provides a benchmark for measuring representation on TV. We have expanded our dataset from the Top 300 to over 3,000 shows in broadcast, cable and streaming. We have included more diverse communities, most recently, people with disabilities. We have … Read more
Major advertisers believe that their agency partners are still offering great value in 2022, according to new research from the WFA and strategic partner The Observatory International. According to Global Agency Remuneration Trends, perceptions of value provided from relationships are up five percentage points since the last such study in 2018, to 17% among those … Read more
When it comes to retail media networks, many marketers seem to be taking a “can’t live with them, can’t live without them” attitude, according to a new ANA study. The report, “Retail Media Networks: A Forced Marriage or Perfect Partnership?” cited a report by eMarketer that projected RMN ad revenue will reach $52 billion in … Read more
“Family” is the cornerstone to unlocking Hispanic culture in marketing. Yet there are very few quantitative studies out there that dissect exactly what family means and how culture is passed down within today’s modern familias. ` To view all 12 Truths, CLICK HERE.
Hispanics in the United States feel more optimistic about their financial situations as they go into 2023. The fourth quarter Hispanic Consumer Sentiment Index (HCSI) is at 85.3, which is 11 points higher compared to the third quarter score of 74.3. The HCSI finished lower in the fourth quarter compared to the first quarter of … Read more
Kelly Edwards sits down with Coca-Cola’s Romain Mallard to discuss how marketing experimentation is transforming the brand. Coca-Cola is a leading force in consumer packaged goods as the world’s largest non-alcoholic beverage company. Ahead of speaking at Cannes Lions, Romain Mallard, the company’s Global Vice President of Marketing Network Operations & Capabilities, and Bain’s Kelly … Read more
UnidosUS and Knorr released a report examining hunger and food insecurity among Latinos living in rural communities. “Not Enough Food on the Dinner Table: A Look into Food Insecurity among Hispanics/Latinos Living in Rural Communities in the United States” reflects the findings of a mixed methods needs assessment among 16 community members and 23 community … Read more
By Allan Colaço, Global Audit Sector Leader, Consumer & Retail, KPMG LLP (US) & Andries Terblanché, Global Lead of Dynamic Risk Assessment, KPMG Group Services (Pty) Ltd Consumer goods companies are facing a challenging environment, with high inflation, supply chain disruption, labor shortages and other economic trends driving higher risk. Using the conventional risk assessment … Read more
A total of 22 awards have been given at the inaugural WARC Awards for Effectiveness, North America Edition in association with LIONS, shining a light on the most inspiring and effective work delivering marketing success. Five Grand Prix, two Grand Prix for Good, six Gold, three Silver and six Bronze accolades have been awarded. Campaigns … Read more
By Isaac Mizrah – CEO of Alma Agency As a new year starts, we return to our work routine, facing the prospect of a recession. Some believe it will be a mild one, while others are more pessimistic. Nonetheless, most experts believe the country will face an economic slowdown, and consequently, brands may reassess their … Read more
AM/FM radio works for personal care brands. In a first of its kind study, in partnership with NCSolutions, the Cumulus Media | Westwood One Audio Active Group® unveiled results from a men’s personal care brand sales effect study. The findings revealed AM/FM radio delivered strong ROI for the brand: Sales driver: AM/FM radio drove major … Read more
By Les Binet- Group Head of Effectiveness / adam&eveDDB Peter Field & I recommend that marketers use a mix of “brand building” & “activation” communications. Our researsuggests the optimum split is usually somewhere around 60% brand, 40% activation, but varies by category and context. But why split brand and activation at all? Why not do … Read more
Streaming video, social media, and gaming are helping to enable new business models and reshaping media and entertainment. But the real story for 2023 is that these three sectors are increasingly becoming more interdependent as part of a broader and richer media and entertainment ecosystem. Successful companies will likely develop strong visions that span these … Read more
Agencies are a vital part of any effective marketing organization but all too often the right questions aren’t always asked in these partnerships. We asked members of the jury for the WFA’s Global Marketer of the Year what questions really need to be asked to ensure that both parties work together smoothly and to mutual … Read more
The 2023 Edelman Trust Barometer reveals that business is now viewed as the only global institution to be both competent and ethical. Business now holds a staggering 53-point lead over government in competence and is 30 points ahead on ethics. Its treatment of workers during the pandemic and return to work, along with the swift … Read more
Lopez Negrete Communications and Hyundai Motor America announce first-of-its-kind anthemic brand work aimed at showing that no matter how far apart we might be, how different we may be, where we go or where we came from, it is the miles we spend together that are worth treasuring. The Las Millas que Nos Unen or … Read more
The Axis Agency announced it has launched Brand + Diversity Consulting (BDC), a strategic consulting practice dedicated to helping brands solve the biggest equity gaps that continue to affect multicultural populations. BDC will specialize in the healthcare, finance, and education sectors, where the need is greatest. BDC’s team of marketing strategists and cultural navigators, together … Read more
