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
The news: A majority of companies polled by R.R. Donnelley & Sons (RRD) plan to either increase or maintain their marketing budgets this year. 54% of companies surveyed expect an increase in their marketing budget, while 29% expect it to stay the same. This goes along with what we’ve seen in other studies: generally positive … Read more
The Media Sales Report studies the landscape over the past year, including the expectations for sales managers and the strategies deployed by media salespeople to assess their effectiveness across five key topics: Sales Department (Structure, People, Compensation) Learning and Development Setting Appointments and Sales Process Sales Enablement Industry Outlook and Culture To download report, CLICK … Read more
Círculo Creativo USA announced that Virgilio Flores has been chosen as its new president for the 2023-2024 period. A Creative Director at ALMA, Virgilio has worked on various multinational accounts for the past seven years and has also won important awards at international festivals. Círculo Creativo USA’s new president emigrated to the United States from … Read more
At a time when there’s pressure to cut marketing budgets for short term gain, Jon Webb, Managing Partner at Gain Theory explains why this can sacrifice revenue and profit both immediately and in the future. The question of how long it takes for advertising to pay back is a pertinent one for marketers currently. With … Read more
By Antonio Wanderley – CEO Latin America, Spain, Asia Pacific and Africa, Media Division Our industry finds itself on the cusp of an inflection point as the VOD businesses that disrupted the linear TV model diversify their operations, which is interestingly a familiar pattern we can trace back in time. In the not-so-distant past, Pay-TV … Read more
By Gonca Bubani – Global Media Domain Director, Insights Division The rise of social media platforms means a growing cornucopia of media channels available to consumers and marketers. While more traditional media channels such as print, television, and point-of-sale continue to serve brands well, in today’s landscape it’s vital for brands to stay up to … Read more
By Nigel Hollis The whole point of marketing is to influence purchase decisions, so marketers need to understand how people make choices and work with people’s inclinations not against them. Based on academic research and my experience of working on thousands of brand campaigns, I have identified four fundamentals of effective brand advertising. Our decisions … Read more
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 agreeing “most strongly” with the statement “I feel that I am getting value for money from my agencies”. Compared to the WFA’s first such study in 2011, … Read more
