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
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
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
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
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 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
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
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 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
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
Latino Media Network (LMN) announced the acquisition of certain radio stations that Televisa Univision had for sale for over a year, in their pursuit of shedding Under Performing or Non-Core assets in their radio division. The stations being Purchased by LMN are: Los Angeles – KTNQ-AM 1020 New York – WADO-AM 1280 Miami – WAQI-AM … Read more
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
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
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
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
A startling gap exists between marketers who are poised for future growth and those who are less likely to significantly improve growth prospects based on how each group views future opportunities and the importance of innovation. That is one of the key findings in The Future of Marketing: A Roadmap to Hypergrowth, a new ANA … Read more
New research validates the powerful impact of advertising in driving the US economy. A new study, commissioned by The Advertising Coalition and conducted by IHS Markit, found that advertising generated $7.1 trillion in sales activity and supported 28.5 million US jobs last year. The study found that the total impact of advertising and its multiplier … Read more
HMC devotes a week of its annual summit to latest multicultural research Claritas, Kantar and ThinkNow Share Latest Insights to Maximize the Hispanic Opportunity As more brands commit to DEI practices and increases in multicultural investment, the Hispanic Marketing Council (HMC) has devoted a week of its free and virtual 2022 Annual Summit to business-building … Read more
Over the last couple of years, many clients and their media buying services have promised to re-direct dollars towards minority owned media and in our case Hispanic Owned and Operated media. The title for this articles is a joke! Have we as an industry created an accountability system to monitor and ensure that new and … Read more
Marketing budgets have climbed to 9.5% of total company revenue in 2022, an increase from 6.4% in 2021, according to Gartner, Inc. While marketing budgets are increasing this year, they still lag pre-pandemic spending levels. The annual Gartner 2022 CMO Spend and Strategy Survey was conducted between February through March 2022 among 405 CMOs and … Read more
