How ANA’s Marketer-Led Initiative Is Reinventing Cross-Media Measurement
“How many people has our ad campaign reached? And how often have they seen our ad?”
Article placement: Featured
TRUST, The New Brand Equity [REPORT]
Today, our research shows a change in attitude, as consumers believe they have the power to force brands to change (63 percent) and want to exert that power on brands to make society better (78 percent). The deeper dependence on brands forged in the pandemic has made trust an essential purchase consideration, nearly equal to quality and value.
Can Consumer Brands Regain Control Over Their Marketing Performance? [INFOGRAPHIC]
As media channels grow more complex, companies can open a view into the data as a first step to owning their marketing destiny.
2020 Social Responsibility [REPORT]
Our purpose as a firm is to help create positive, enduring change in the world. In a year of unprecedented challenges, we came together to deliver on our purpose.
Economic Optimism Drives Brand Values to Record Levels
The world’s most valuable brands have experienced record growth according to the Kantar BrandZTM Most Valuable Global Brands 2021 ranking, with the total worth reaching $7.1 trillion – equivalent to the combined GDP of France and Germany.
Proud and Present: LGBTQ Audiences and Content Take Center Stage [REPORT]
As the LGBTQ community has grown its footprint, there is no doubt that digital connectivity is perhaps the single most influential factor in the advancement of the LGBTQ community.
2021 Millennial and Gen Z [REPORT]
In a time of crisis, younger generations hold true to their ideals and demand accountability
Increased Interest in Advanced Addressable Direct Mail for Leading Brands [REPORT]
Interpublic Group’s Matterkind and MAGNA revealed ROI to Sender, a new report that lists the best practices for running a direct mail campaign and explores the value of new product developments like Advanced Addressable Direct Mail (AADM).
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
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.
