ThinkNow Pulse Report 2021 [REPORT]
In this report, we examine consumer sentiment across key demographics in the U.S. The findings are especially relevant this year as marketers scramble to get a pulse on the post-pandemic consumer.
Article placement: Featured
2020 Media Sales Report [REPORT]
The report studies the media landscape over the past year, including the expectations for sales managers and the strategies employed by media sales professionals to assess their impact across five key topics: Sales Department Structure, Training and Development, Setting Appointments and Sales Process, Sales Enablement, Culture and Industry Outlook, and the effects of COVID-19 on the Media Sales landscape.
The Opportunity for Influencer Marketing within Retail Media Networks
As new headwinds and market conditions present themselves, marketers across the retail landscape often can be found reshaping growth strategies. Last year — the year that shall not be named — was a case study in on-the-fly strategizing thanks to how the pandemic upended elaborate plans and mainstay messaging. While becoming the largest news story in decades, it also forced most marketers to reassess priorities and reconsider how their brands and products fit into such strange and new consumer lifestyles.
Coming together to thrive together [REPORT]
Over the years, we’ve continuously evolved our strategy, overcome obstacles, bridged gaps, and aligned to new ways of thinking about diversity and inclusion.
73% of CMOs Will Fall Back on Low Risk, Low Return Strategies for 2021
Seventy-three percent of chief marketing officers (CMOs) report they will rely on existing customers to fuel growth in 2021, rather than looking to develop new markets, according to Gartner, Inc. The inaugural Gartner CMO Strategic Priorities Survey 2021 shows that 39% of CMOs plan to increase sales of existing products to existing customers, while 34% will introduce new products to existing customers in 2021.
The importance of brand equity in understanding sales
Brand metrics can help quantify the effects of advertising over the long term. But how might you explain an inverse relationship between brand equity and sales?
Why the Term ‘Latinx’ Hasn’t Taken Off Among Latins — And Likely Never Will
At first blush, the word Latinx –the gender-neutral, non binary term used to describe the nation’s diverse Hispanic population– seems ubiquitous. It pops up regularly in press releases, in news headlines, in social media posts, in campaign mailings. But scratch below the surface, and you find little substance under the semantics. Courtesy of Billboard Magazine.
¿Acculturation? [Results from Survey of HispanicAd readers]
Our Friends at ThinkNow posed the following: ”Acculturation has long been used in media research among Hispanics respondents but it is time to revisit it use. Acculturation assumes a linear progression towards American culture. American culture becomes increasingly shaped by diverse audiences”. We asked our readers at HispanicAd and the results are in.
The Multicultural Communications Challenge—Creativity And Media Integration Is More Important Than Ever
Building a multicultural plan that genuinely integrates the creative and the media disciplines is one of the biggest challenges in today’s multicultural space. By Isaac Mizrahi – Co-President of ALMA
2021 media trends [REPORT]
The world feels like a very different place to the end of the previous decade. For brands, the volatile times mean a greater need for emotional intelligence; listening and understanding how their consumers feel and helping people navigate the new world through their products, services and actions.
Untapped potential: The Hispanic talent advantage [REPORT]
There is arguably no more compelling—or obvious—opportunity in the realm of human capital than the untapped talent of the Hispanic community in the United States.
2021 Trust Barometer [REPORT]
After a year of unprecedented disaster and turbulence – the Covid-19 pandemic and economic crisis, the global outcry over systemic racism and political instability – the 2021 Edelman Trust Barometer reveals an epidemic of misinformation and widespread mistrust of societal institutions and leaders around the world. Adding to this is a failing trust ecosystem unable to confront the rampant infodemic, leaving the four institutions – business, government, NGOs and media – in an environment of information bankruptcy and a mandate to rebuild trust and chart a new path forward.
The New Hispanic Media Landscape [REPORT]
The Hispanic audience is diverse and nuanced in their language use, preferences, and media use. As the population grows, so does the importance of advertisers understanding Hispanic media behavior.
The 2021 Multicultural Marketing Growth Imperative: The Collision of Covid, Technology and Census
The threat of Covid, social distancing and ‘cancel culture’ has prompted reflection, deleting what’s unnecessary, and changing the status quo from consumers shifting values, lifestyle and priorities to companies permanently going to flexible work schedules, more equitable D&I practices, and re-focusing on key growth areas, led by Multicultural and Digital marketing. My prediction for 2021 is that companies finally do Multicultural marketing right, and allocate the commensurate fair share of budget, resources and attention to this business imperative. By Liz Castells-Heard, CEO & Chief Strategy Officer, INFUSION
Wade Davis Shakes Up Univision’s C-Suite In A Major Way
Searchlight III UTD and ForgeLight‘s acquisition of a majority stake of Univision Holdings formally closed. As such, Searchlight, a private investment firm founded by CEO Wade Davis, and associated entity, ForgeLight — an operating and investment company focused on the media and consumer technology sectors — are now the holders of shares in Univision previously held by Madison Dearborn Partners, Providence Equity Partners, TPG, Thomas H. Lee Partners, and Saban Capital Group. As expected, Davis assumed Univision’s Chief Executive chair from Vince Sadusky. What wasn’t expected: a major house cleaning in Univision’s C-Suite. By Adam R Jacobson – Editor-in-Chief, Radio + Television Business Report
Mandala out & Speciale in at Univision TV Sales and other appointments to Leadership Team
Univision announced changes to the executive leadership team that will accelerate its leadership position and drive Univision’s transformation for the future.
Understanding Marketing Mix Modeling [REPORT]
We have seen a continuous change in consumer behavior in these fast-changing times. Yet marketers still have to make the right decisions when it comes to marketing investments in unpredictable situations. In order to make the right decisions, there is a renewed recognition of the importance of accurately and sustainably measuring marketing activities. MMM is an ideal solution that can be used continuously to help your business in these challenging times.
Save Your Agency-Client Relationships from Drowning in the Pandemic Sea [REPORT]
How clients and agencies can avoid the heightened risk of relationships failing during the stormy pandemic crisis.
Acquisition Of Majority Stake in Univision Complete
New ownership, in partnership with Televisa, will enhance Univision’s digital presence, deepen relationships with Hispanic audiences and communities, and create market-defining content for the next generation of Spanish-speaking viewers
2020 Hispanic Market Guide available for download – FREE
As brands look to build and rebuild, they will need to look for growth opportunities within the rapidly growing multicultural markets. To arm them with the cultural insights needed, the Culture Marketing Council: The Voice of Hispanic Marketing (CMC) is releasing its 2020 Hispanic Market Guide, the most comprehensive resource on the U.S. Hispanic market. The new publication is now available to view online or download for free.
