Article placement: Featured
Rigging And Transparency — Brands Are Just Reaping What They Sow
Make your bed, then sleep in it. Right? Well, whenever something happens in the advertising industry that brands don’t like, it’s well worth a little more self-examination behind the causes. Sure, big agencies are not exactly innocent creatures who should avoid blame — but let’s be honest, 2016 has been the year of blaming agencies for everything under the sun. So how about a reality check?
Online or Traditional Advertising, What’s Better for Brands?
Even the most data-driven company is working blindly when it comes to understanding what it gets from spending on digital advertising. By Kenji Govaers, Matthew Meacham and Guy Brusselmans
ROI Growth Potential for CPG Brands in a More Balanced Approach Between Promotion and Media Advertising [REPORT]
Given the healthy short- and long-term impact of media advertising, marketers should realign a share of promotional dollars to media to stop brand erosion. This shift will enable marketers to reinforce brand equity, support shopper loyalty and drive consistent brand growth.
Mobile Marketing: Don’t Miss the Moment
Marketers have long wanted to get inside the heads of their customers. Getting onto the smartphones they hold in their hands may be the next best thing. By Laura Beaudin, Wendy Grad, Elizabeth Spaulding and John Grudnowski
The age of analytics: Competing in a data-driven world
Big data’s potential just keeps growing. Taking full advantage means companies must incorporate analytics into their strategic vision and use it to make better, faster decisions. Is big data all hype? By Nicolaus Henke, Jacques Bughin, Michael Chui, James Manyika, Tamim Saleh, Bill Wiseman, and Guru Sethupathy
Agencies Face Tougher New Business Environment
New business development is often a difficult task for ad agencies. In addition to the day-to-day upkeep required for current clients, agencies must also constantly perform the challenging work of searching out new opportunities and partners. According to research, the process doesn’t appear to be getting any easier.
10 Facts To Convince Your Boss To Invest In Hispanic Marketing [INFOGRAPHIC]
This year, Captura Group found 10 fantastic reasons to invest in Hispanic marketing. Take these facts to your boss, invest in Hispanic marketing, reap the positive results, and be a hero.
Marketers Plan to Focus on Online-Offline Connected Experiences in 2017 [REPORT]
The new report—titled “Connected Interaction to Power Brand Attraction”— explores the many ways digital transformation has impacted marketing and the organization’s ability to grow and profit from expanded relationships with customers.
Transparency Voted ANA “Marketing Word of the Year” for 2016
If a single word could represent the U.S. marketing industry in 2016, what would it be? According to the members of the ANA (Association of National Advertisers), that word is transparency.
REVENUE Top Deliverable for CMOs in 2017
The new report released explores “The CMO Shift to Gaining Business Lift” and the evolving role of the CMO as a growth driver, change agent and customer experience advocate. Nearly 70 percent of more than 200 participants in the international study say there is a clear mandate or high level of expectation among their senior management teams and board members for marketing to be the growth driver and business value creator in their organizations.
U.S. Senators Request Study of Government Spending With Minority-Owned Agencies And Media
Five U.S. Senators have written a letter to the Government Accountability Office asking the organization to conduct a study into the advertising habits of government agencies as it relates to how much they allocate to minority-owned agencies and media outlets.
How brands can use emotion to unite ‘FragmentNation’
Tapping into deep-seated emotions that connects us as human beings can provide brands with the means to engage across a diverse audiences, writes Nigel Hollis, chief global analyst at Kantar Millward Brown.
Programmatic TV Ad Buying Will Never Work [INSIGHT]
The beauty of this old-media definition of working was the proper alignment of incentives. Whether you were a publisher or an advertiser, investing in better content produced deeper connections with consumers. As a result, publishers made more money, and advertisers felt better about spending it. When new-media publishers arrived, driven by the frenzy of venture capital dollars, these publishers agreed to deliver unrealistic ad revenue goals despite having no established record of “working.”
3rd Annual Survey of 1000+ Bloggers (time, length and tactics)
The effort we put into our content is changing, and so is the content we create. The pace of that change is accelerating. The purpose of this research is to track those changes.
Establish a Creative Development Process that Works [INSIGHT]
Successful marketers know that people engage with ideas that are meaningful so they try to create powerful, insights-based campaigns that resonate with their target audience. Achieving success isn’t easy, and game changing work can be thwarted by any number of pressures. But marketers who develop a consistent, disciplined approach to creative development increase their probability of generating stronger brand value and business performance–the ultimate success criteria. By Ann Green – Managing Partner Creative Development Practice at Kantar Millward Brown
DOJ Probes Agency Commercial Production Practices
For years, the AICE — the trade group for independent post-production houses — has been loudly complaining about the ad industry practice of “check bids,” and other unfair practices utilized by Adland in the course of producing commercials for their clients. Now it appears that the U.S. Department of Justice is looking into the matter.
Latinos Are Fueling the U.S. Economy’s Growth [REPORT]
The study, Making America Rich Again: The Latino Effect on Economic Growth, sponsored by RBC Capital Markets (RBC) and the Latino Donor Collaborative (LDC), and authored by NERA economist Jeffrey Eisenach, shows that Latinos are driving job creation, income growth and new business formation for the country as a whole.
Gen Z to Give Marketers a run for Their Money [REPORT]
Kantar Millward Brown released its annual digital and media predictions for 2017. For the ninth year running, the company’s predictions provide marketers with a clear guide to the challenges and opportunities of the next 12 months, helping them shape their digital marketing strategies.
Trends and change to watch in 2017
The Future 100 takes a snapshot of emerging trends for 2017, spanning culture, tech and innovation, travel and hospitality, brands and marketing, food and drink, beauty, retail, health, lifestyle, and luxury.
