Context is critical
Advertisers are realizing anew that where their ad appears is just as important as what the ad says.
Article placement: Featured
Delivering Creativity Based on Human Truths
The events of 2020 have been a catalyst for a focus on humanity over technology
Business Case for Relationship Management Program [REPORT]
“The Business Case for Relationship Management,” survey was conducted jointly by the ANA and the 4A’s and serves as a follow-up to an April 2019 4A’s report, “Relationship Management Best Practices Guidance.”
Are You Ready for the New Era of Consumer Data?
The next phase of the data game is upon us. Winning will require a new playbook.
Brand Intimacy [REPORT]
A study on how the pandemic is affecting the world’s leading brands.
The emerging resilients: Achieving ‘escape velocity’
The experience of the fast movers out of the last recession teaches leaders emerging from this one to take thoughtful actions to balance growth, margins, and optionality.
2020 RIAA Mid-Year Latin Music Revenue Statistics [REPORT]
In the first half of 2020, revenues from Latin music in the U.S. grew 18.6% to $296.1 million at retail value, the fourth consecutive year of double digit percentage growth. Latin music continued to grow its share of overall U.S. music revenues to 5.2%.
How Streaming Enablement in 2020 Has Changed the Media Landscape [VIDEO]
In looking at how streaming video consumption has grown this year, Easter Sunday stands out as the peak streaming day that Nielsen has ever measured. From there, especially as stay-at-home orders eased and warmer weather came around, total media usage began to normalize. That doesn’t mean, however, that media consumption today looks like what it did before March, especially when you look at the video streaming space. In fact, Brian Fuhrer, SVP, Product Strategy at Nielsen, says the streaming enablement that took place during the stay-at-home periods was like multiple holiday enablement periods all at once.
The News Trust Halo: How Advertising in News Benefits Brands [REPORT]
Never has trusted news been more important in our society. Over the past year we have seen significant growth in news consumption as we increasingly rely on news to keep us safe, connected, and informed. The IAB study sought to understand the brand impact of advertising in the news.
US consumer-packaged-goods advertising in the next normal
At many US consumer-packaged-goods (CPG) companies business has been turned on its head. Even for companies in categories that experienced rapid growth, the past several months have been dizzying.
The Power of a Modern Marketing Reset [REPORT]
This report corroborates the demise of the Total Market approach, a marketing process that short-changed Multicultural & Inclusive Marketing growth, and resetting marketing as we have known it.
Marketing Organization Survey 2020 [REPORT]
Marketing organizations must adapt to the rapidly changing world. The Gartner Marketing Organization Survey 2020 provides marketing leaders with the latest insights to optimize their organizational structure, transform their existing project management approach using agile marketing practices.
CMOs to agencies: ‘rip up the scope of work’
Whether it is a sports streaming service or a home goods manufacturer, client businesses have been completely transformed in the past few months. Chief marketers now want, and need, their agency partners to transform with them.
When Your Latinx Latin Ex Is Also Named Latino – Alternatino
Now I understand the LatinX phenomena …….
Celebrating Latina Women: Las Super Shoppers
Young, diverse, busy, empowered, and family-centered, Latinas are one of the fastest-growing segments among the U.S. population and will represent more than 20% of U.S. women by 2024. They are responsible for more than a trillion dollars of household spend, yet less than 3.6% of U.S. ad spending is invested on them. Are you ready to earn these super shoppers’ business?
Women in the Workplace 2020
In a year marked by crisis and uncertainty, corporate America is at a crossroads. The choices companies make today will have consequences on gender equality for decades to come.
Quit Defunding Your Hispanic Marketing
At a moment when brands are reflecting on their relationships with multicultural consumers, it’s a great time to talk about something that’s been happening in multicultural marketing for the last decade or so: it’s time to quit defunding your multicultural marketing. What we’ve seen in the Hispanic market, specifically, is that brands have moved to reduce spending under the guise of the Total Market Approach. Granted, we’re all being asked to do more with less. And budget cuts are a part of our reality. But I’m here to show you how to grow your market share and spend your ad dollars more effectively by committing to the Hispanic market. By Pete Lerma, CEO & Co-Founder LERMA
Is Total Market Totally Dead?
Gonzalo Del Fa, president of Group M Multicultural and chairman of the Culture Marketing Council (CMC), delivered the opening address at the 18th annual Hispanic Television Summit on Tuesday (Sept. 22), declaring that “total market is totally dead.” By Joe Schramm, Schramm Marketing Group
The ways Hispanics describe their identity vary across immigrant generations
The terms Hispanics in the United States use to describe themselves can provide a direct look at how they view their identity and how the strength of immigrant ties influences the ways they see themselves.
Language and So Much More
I often get asked whether brands should use Español or English to reach U.S. Hispanic consumers. The answer is both or a mix, but it’s more complex than just language. Latinos are one of the most diverse minority groups in this country — the market includes some 20 national identities. While we enjoy similar values and traditions, understanding cultural nuances affords brands an authentic connection to us, regardless of language. By Jorge A. Plasencia
