Gen Z: Understand Me, Don’t Define Me [REPORT]
Moving away from labels and toward the future of data in marketing to this powerfully influential generatio
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CMO COUNCIL releases C-SUITE SCORECARD OF MARKETING EFFECTIVENESS
While revenue and sales growth rank as management’s top mandate for marketers, CMOs will be more than happy with grades received in a new C-Suite Scorecard of marketing value and effectiveness released in a report by the Chief Marketing Officer (CMO) Council.
Flurry of Account Reviews Reflect Major Changes for Agency-Client Relations
Brands are looking for more diversity and a different mindset from agencies post-pandemic
US Advertising Market will grow by +15%
As the economy recovers faster than expected globally (GDP +6%) and in most markets, so do marketing activity and advertising spending. With the added driver of rescheduled international sports events, MAGNA forecasts global all-media advertising spending to grow by $78bn (+14%) to $657bn in 2021, a new all-time high. MAGNA also raises its forecast for advertising market growth in 2022 to +6.6% (previously +5%). The +14% growth expectation for 2021 would represent the highest growth rate on record, beating +12.5% in 2000, and a significant increase from MAGNA’s previous global forecast (Dec. 2020: +8%).
Diversity & Inclusion: The Impact on Consumer Purchase Intent [REPORT]
It’s Pride Month! Every year, in June, LGBTQIA+ communities worldwide celebrate the freedom to be authentically and unapologetically who they are. City streets erupt in festive expressions of Pride as enthusiastic, and often costumed patrons attend parades, concerts, and festivals decorated with brightly colored rainbow flags, streamers, and confetti. But the celebration doesn’t just bring people together for a good party. Instead, it shines a light on an underrepresented community, like other minority groups, who have struggled to be seen, heard, and included for generations.
22% growth in media ad revenue during 2021
As we approach the midpoint of 2021, advertising growth for the year is far exceeding previous expectations, leading to a revision of our forecasts for this year and beyond. Excluding political spending, we now expect a 22% growth in media ad revenue during 2021, a marked improvement from our prior forecast.
A Spotlight on Fathers: Family, American Pride & Wider Trust Circles
According to a study by the Hispanic Marketing Council (HMC), 54 percent of Dads said, “I’m the boss in the family,” but only 5 percent of Moms agreed. HMC also asked teens ages 13-17: 28 percent of them said Dad was the boss, 34 percent said Mom, and 28 percent said Dad and Mom were co-bosses as a unified team. Non-Hispanic Black teens were more likely to say Mom was the “boss”—49 percent compared to 31 percent for non-Blacks. By HMC Research Chair Nancy Tellet
CMOs Increasing Marketing Ops Spend to Improve Financial Management [REPORT]
BrandMaker announced the final in a series of findings of its independent research study on experiences and attitudes of top marketing executives around marketing operations. The research revealed that marketing executives who plan to increase their spending in marketing operations the most this year want to improve financial management and budgeting.
2021 Board Diversity Census of Women and Minorities on Fortune 500 Boards [REPORT]
This multiyear study organized by the Alliance for Board Diversity (ABD), in collaboration with Deloitte for the 2016, 2018, and 2020 censuses, highlights the progress to date that has or has not been made in the equitable representation of women and minorities on corporate boards.
Take Command of Your Brand [REPORT]
Marketers have always been pressured to deliver measurable ROI for their efforts, but the demand for growth has sharpened as the world looks toward a post-pandemic future. As the learnings of several multinational brands suggest, that growth must be addressed with balanced marketing strategies that re-elevate upper-funnel, brand-building efforts to work in tandem with the mid- and lower-funnel efforts.
The Challenge of Attention [REPORT]
Do you want to focus your ad spend on opportunities where you can reach engaged viewers who are actually in the room?
HMC ANNOUNCES 2021 WINNERS OF THE STRATEGIC EXCELLENCE AWARDS
With a record number of entries, the Hispanic Marketing Council (HMC) announced the 2021 winners of the HMC Strategic Excellence Awards, the only award of its kind that honors multicultural strategic thinking and cultural competence in marketing. Alma took top honors with a Gold for Best Cultural Insight for its work with McDonald’s and a Gold for Mainstream Impact for its work by Coors. Casanova//McCann, Culture ONE World, d expósito & Partners, Dieste, Inspire Agency, Republica Havas, Visual Latina, and Zubi also received accolades.
Beyond brand activism: Three routes to inclusive advertising
Inclusion and Diversity in advertising is a hot topic, and one of the creative devices used by many of Kantar’s Creative Effectiveness Award winners. And we know that demonstrating inclusion and diversity in advertising is no longer optional, it’s an imperative. It isn’t just socially and morally right; progressive and inclusive advertising improves ROI. So how can you get inclusive portrayal of people right in your ads?
Black and Hispanic Americans See Their Origins as Central to Who They Are, Less So for White Adults [REPORT]
Six-in-ten Americans say they are very familiar with their origins. Black and Hispanic adults feel more connected to roots than White adults
How precision revenue growth management transforms CPG promotions
Promotions have always been an important sales driver for consumer-packaged-goods (CPG) companies.
Eyeing the Future of ……
A dizzying array of changes in consumer behavior will touch nearly every industry as the reopening period progresses, vaccination rates rise, more schools and businesses open, and people start to emerge from their homes and re-enter the larger world. Changes to work and school patterns, and the reemergence of dining out and other experiential spending, will affect how consumers reprioritize their spending in the coming months and beyond.
The Future of Agencies: Blurred Lines and Reimagined Relationships [REPORT]
Advertising, PR, creative, digital, and full-service agencies have played a crucial role in the marketer’s toolkit for decades. But the landscape is changing. More than ever, overlap exists between agencies and consultancies, in-house and external agencies, and the roles of humans and automation. ANA Marketing Futures gathered perspectives from marketers and subject matter experts to understand how marketers view the future of agency and how its trajectory impacts marketing decision making.
AD INDUSTRY: LET’S NOT FORGET ABOUT SUPPORTING HISPANIC SUPPLIERS
The current industry conversation around investment inequalities in the media and creative supply chain has been extensive, and rightly so. For example, there has been tremendous interest in supporting Black-owned businesses and Asian-owned businesses have also garnered interest and support. By Bill Duggan / Group EVP, ANA
ALMA’s Michelle Headley joins 4A’s Board Of Directors
The American Association of Advertising Agencies (4A’s), appointed Michelle Headley / EVP operations and production at Alma to its national board of directors,
The Growth of Supplier Diversity [REPORT]
A supplier diversity program is a proactive business program which encourages the use of women-owned, ethnic/minority-owned, veteran-owned, LGBTQ-owned, disability-owned, and small businesses as suppliers.
