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Relationship between brand cultural relevance and the amount consumers are willing to pay for brands [REPORT]

New research conducted by MAGNA Media Trials, MAGNA’s industry-leading proprietary research offering, in partnership with Twitter, quantifies the benefits and drivers of brand cultural relevance today. The study, “Cultural Relevance Drivers: Understanding the Building Blocks of Brand Relevance,” reveals that brands clearly benefit from cultural involvement even to the extent of people willing to invest … Read more

ANA, WARC & LIONS announce long-term partnership to create a US and Global business practice to “Crack the Code of Creative Effectiveness”

The ANA, WARC, and LIONS have announced a unique long-term research partnership to create a global framework that guides and supports brands in ‘Cracking the Code of Creative Effectiveness’. The initial goal of this project is to address both the culture of effectiveness within organizations as well as the elements of campaign effectiveness. Other fundamentals … Read more

State of B2C Conversational Marketing [REPORT]

Spectrm releasedthe findings from its State of B2C Conversational Marketing report. The report surveyed 400 B2C marketers across the globe about their experiences and approaches to better understand how marketing teams in general are using conversational marketing. The report dives into how B2C marketers are finding success, improving metrics, the particular channels they’re finding more … Read more

Sports fandom is increasing, powered by new digital platforms [REPORT]

Study by Nielsen and LaLiga Tech shows younger viewers are following more sport than older counterparts, but with a heavy preference towards streaming and mobile experiences, including Fantasy games. In contrast to the received wisdom that younger viewers are losing interest in sport, a new global report finds that the Millennial and Gen Z generations … Read more

Diversity In Market Research, Attracting the Next Gen [PODCAST]

Attracting young, diverse talent to the market research industry is essential to its longevity. But this task has proven difficult to date, and it may be a matter of timing. Engaging younger generations in college could lead to greater interest in careers in insights. But that requires intentionality on the part of research companies. Engagement … Read more

What are the most valuable global brands in 2022?

Apple sits on top of the Kantar BrandZ Most Valuable Global Brands 2022 ranking and is on track to become the first trillion-dollar brand. With a brand value of $947.1bn, Apple stands out for its high degree of differentiation and continued diversification across its hardware, software and services portfolio. Google moves up to second place … Read more

Seeking authenticity [REPORT]

Global attitudes about the LGBTQ+ community have evolved dramatically over the past decade or so, and the community is acutely aware of this. These changing attitudes vary by country, which means perceptions about the community can vary as well. While this has fostered a greater sense of optimism about what lies ahead for this community, … Read more

Performative Gestures in Multicultural Marketing

At some point, we need to demonstrate that the “Performative Gestures” by many advertisers and their media buying agencies have merit and contribute to the overall growth of advertising and marketing to Multicultural Consumers. Performative Gestures – More specifically, the popular conception of performative describes utterances or actions that benefit a performer but fail to … Read more

What Agencies Need to Know As We Face Economic Headwinds

By Mark Duval- The Duval Partnership What should agencies keep in mind amid inflation, rising interest rates, and uncertainty about the future? Here’s what’s going on in Adland and how you can prepare. Evolving economic projections While some economic projections and advertising spend forecasts remain relatively unchanged, others have undergone adjustments. The World Bank recently … Read more

Hispanic Americans’ Trust in and Engagement With Science [REPORT]

Hispanic Americans are one of the fastest growing groups in the nation, a trend that now extends far beyond historic Hispanic population centers to every region and state across the nation. Hispanic Americans are a diverse population, tracing their roots to the island of Puerto Rico, Mexico and more than 20 other nations across Central … Read more

This Year Next Year: 2022 Global Mid-Year Forecast

Many sectors are seeing significant growth in advertising revenue, yet there are fears of recession. E-commerce is finding its place in a world where in-person activities are resuming, all while pandemic-related lockdowns in China and supply chain bottlenecks from there and war-torn Ukraine contributed to a drag on growth in the first half of 2022. … Read more

Busted! Five myths about retail media

Retail media networks are transforming the advertising landscape and boosting top retailers’ bottom lines. Our latest survey helps debunk five mistaken beliefs about RMNs. Marketing budgets are flowing toward retail media networks (RMNs) as retailers, from Amazon to big-box stores to grocery chains, capitalize on the shift to e-commerce while offering advertisers unique audiences and … Read more

Global ad market on track for 8% growth in 2022

Global advertising expenditure is forecast to grow 8.0% in 2022, according to Zenith’s latest Advertising Expenditure Forecasts report, published today. This represents a minor downgrade from the 9.1% growth rate Zenith published in December 2021. Growth will be supported by the Winter Olympics, mid-term US elections and soccer World Cup, which for the first time … Read more

The inflation outlook

US inflation is at its highest point in nearly 40 years. Here are scenarios for how inflation might evolve in the next three years and actions your organization can take to be resilient in each. Inflation is creating widespread uncertainty US inflation has reached its highest point in nearly 40 years, as the COVID-19 pandemic … Read more

Your Digital Marketing Isn’t Reaching Hispanics

By Karla Fernandez Parker Since the dawn of digital, those of us in multicultural marketing have watched general market agencies take over budgets once aligned to specific target markets, such as Hispanic, only to be put in the ubiquitous bucket called “total market approach”. If you are one of these marketers let me point out … Read more

Gen Z Demands Diversity & Inclusion, Upvotes Brands That Level Up

By Mario X. Carrasco America’s youth, the first multicultural majority generation in U.S. history, is growing rapidly, adding over 2.3 million consumers (about twice the population of New Hampshire) to the population each year, making them a significant force to be reckoned with. These “mini-millennials” challenge brands to address societal stereotypes, particularly around gender identity, … Read more

Are states ready to close the US digital divide?

More than $100 billion in federal funding is being deployed to bring broadband to every American household as part of the largest public investment to connect Americans since the creation of the Interstate Highway System. US policy makers have long talked about the need to close the nation’s digital divide. Congress has now translated that … Read more

4 things retailers need to know about inflation

As the United States experiences record levels of inflation, the prices of goods and services are continuing to climb. Consumers and retailers alike are feeling the pinch and wondering what’s next. Consumers were able to save significantly during the pandemic, thanks to government stimulus packages and a decrease in spending on services. As the economy … Read more

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