We are excited to share a Brand Intimacy update. For the first time, we’ve segmented and analyzed Brand Families to explore how these powerful and culture-shaping portfolios win our hearts and minds. See which conglomerates are best at establishing emotional connections and how they leverage their brands to build bonds with consumers. Read our new … Read more
This report, developed with Amazon Ads, explores how MMM is evolving, and how they are now being used with a particular focus on the impact of retail media. Including: The benefits of marketing mix modelling in a world where digital commerce impact continues to expand Key factors driving complexity in marketing measurement Key characteristics of … Read more
This year’s Cannes Lions International Festival of Creativity held up a mirror to the industry. What is the current state of diversity, equity and inclusion inside marketing organisations and how they connect with people on the outside? Externally, advertisers are feeling more confident in inclusive representation related to women, race and ethnic groups, and in … Read more
The advertising industry’s carbon footprint was a major topic at this year’s Cannes Lions International Festival of Creativity, with plenty of discussion about how marketing professionals can include sustainability issues in their decision making. “Our agencies are getting more and more interest in not only what they’re doing for their organization, but what they can … Read more
By Corey Haugen, Paul Her-Sturm Many brands who invest in paid social media use Meta channels, Facebook and Instagram, as their go-to channels. These platforms reach billions of users, and they are mature in the sense that they have reliable data and tools for advertisers. That said, depending on your business goals and the audience … Read more
Zeta Global announced a Forrester Consulting Opportunity Snapshot, “Elevate Your Integration Strategy for Maximum Business Impact.” This study was commissioned by Zeta Global to examine the current state of marketing technology and the biggest challenges that brands face in their quest to improve customer experiences and accelerate growth. The Forrester study discovered most companies (85%) … Read more
By Larisa Bedgood A one-size-fits-all approach won’t suffice when it comes to capturing and retaining the attention of your audience. This is where audience segmentation comes into play — a powerful strategy that enables you to divide your target audience into groups, allowing for personalized and targeted marketing efforts. Audience segmentation divides a target market … Read more
By Nigel Hollis I am sure that is true, but does econometric modeling capture all those indirect effects? No matter how sophisticated the model, I suspect much of the indirect, multiplicative effects of advertising go unmeasured. For years, smart econometricians have realized that they were missing out on the longer-term effects of advertising. Decaying media … Read more
By Nigel Hollis I have just watched The 3rd Age of Effectiveness presentations. Kudos to Les Binet, Dr Grace Kite, and Tom Roach for their compelling, empirically-based presentations and the IPA for making those presentations available to those of us not at Cannes. Five things stood out to me, but the presentations also triggered memories … Read more
By Mathias Ramos Over the past several months, the increased availability of high-quality generative artificial intelligence (AI) has changed the way we write and create. Epitomized by systems like ChatGPT and Midjourney, this new game-changing technology is having a ripple effect across all industries, actively bestowing on us the ability to generate content, solve problems, … Read more
By Julien Boudet, Marc Brodherson, Kelsey Robinson, and Eli Stein With the economy still sending mixed signals, it’s no great surprise that companies are feeling skittish and cutting costs. Unfortunately, the marketing budget is often the first to go. In December 2022, we surveyed nearly three dozen chief marketing officers (CMOs) of major North American … Read more
NBC Universal has added more responsibilities to Cesar Conde now chairman of the NBC News Group. He will add oversight of Telemundo as well as NBC Universal Local TV.
By Raquelle M. Zuzarte The infectious excitement pulsating through the Croisette always revolves around the world’s most creative minds. Cannes Lions 2023 did not disappoint — from Lizzo to Spike Lee to a sheer-clad Rihanna, the potential for human creativity galvanized delegates hailing from São Paulo to Shanghai. Creativity is at the core of humanity … Read more
BODEN Agency was selected to spearhead public relations efforts for the Latin GRAMMY Cultural Foundation®, effective immediately. The agency will also support the Latin Recording Academy® with measurement and analytics. “We are honored to add the Latin GRAMMY Cultural Foundation and the Latin Recording Academy to our growing roster of clients focused on making a … Read more
Constellation Brands, Inc. announced the appointment of Initiative, an IPG Mediabrands company, as its new agency of record (AOR) for media in the United States after engaging in an agency review process this summer. Initiative, renowned as a data-fueled, and creatively-driven provider of marketing solutions, was selected to help amplify and execute Constellation’s media efforts … Read more
By Bruno Gralpois, ANA Faculty We all have implemented KPIs to measure progress against our work. Agency KPIs are essential for any organization to measure its progress against predetermined agency objectives and priorities. KPIs let advertisers focus on what matters most, align relevant resources towards achieving those goals, identify areas that need improvement, and take … Read more
By Joachim Allerup, Michael Egan, Mikaela Boyd, Karsten Petersen, and David Cox Hard times are fertile ground for growth and innovation. Time and again, the companies that accelerated fastest out of a downturn were the ones that seized the opportunities that downturn created. Corporate innovation programs often can feel more like a drag than an … Read more
Univision Miami announced the appointment of Eric Garcia to the position of President and General Manager, reporting directly to Jesus Lara, President of Local Media at TelevisaUnivision. Garcia brings extensive broadcast and media industry experience to this leadership role, where he will be responsible for the overall direction, strategy, and growth of Univision23, TelevisaUnivision’s local … Read more
The nation’s median age increased by 0.2 years to 38.9 years between 2021 and 2022, according to Vintage 2022 Population Estimates released today by the U.S. Census Bureau. Median age is the age at which half of the population is older and half of the population is younger. “As the nation’s median age creeps closer … Read more
Six independently-owned and operated public relations firms operating in six markets nationwide have joined The Change Agencies, the national network of independently-owned multicultural and LGBTQ public relations and marketing firms that launched in June 2019. The six new member agencies join eight existing member agencies led by Managing Partners Ben Finzel of RENEWPR in Washington, … Read more
