The arrival of the COVID-19 pandemic suddenly and completely reshaped the consumer landscape at the start of 2020. At the same time consumer packaged goods (CPG) companies were looking to break out of a decade of inconsistent growth, many saw their expectations of growth replaced by a struggle for survival, while others had to ramp up production to meet never-before-seen spikes in consumer demand.
COVID-19 has created a massive humanitarian challenge: millions ill and hundreds of thousands of lives lost; soaring unemployment rates in the world’s most robust economies; food banks stretched beyond capacity; governments straining to deliver critical services. The pandemic is also a challenge for businesses—and their CEOs—unlike any they have ever faced, forcing an abrupt dislocation of how employees work, how customers behave, how supply chains function, and even what ultimately constitutes business performance.
The COVID-19 pandemic has transformed many aspects of consumers’ lives and brought numerous sectors of the world economy to a halt. During this chaotic and stressful time, marketers are desperately searching for paths to stability. TV advertising, for instance, continues to be an important way for brands to connect with consumers. Drawing on the company’s Ad Intelligence service, COVID-19 Barometer and Creative Guardrails studies, Kantar has found that the TV advertising landscape is changing for both consumers and brands.
The 2020 Census is dependent on gathering Census data. This alone is a major impediment to be able to gather information from minority households that do not have Internet access in many states. They boast that they have a 62% national response rate.
Cultural Insights and Planning are the bridge between complex consumer data and creative in any successful campaign. This CAPE Award webinar spotlights two successful campaigns that have resonated with their target audiences and delivered for their clients because they were rooted in insights and backed by solid planning.
Hispanics made up more than half of total U.S. population growth from 2010 to 2019Hispanics have played a significant role in driving U.S. population growth over the past decade, though the group is not growing as quickly as it once did. From 2010 to 2019, the U.S. population increased by 18.9 million, and Hispanics accounted for more than half (52%) of this growth, according to a Pew Research Center analysis of new U.S. Census Bureau population estimates, the last before 2020 census figures are released.
Evolving perceptions, however, also requires changes in the way procurement works with its stakeholders inside and outside each company: evolution to procurement processes, improving people’s understanding of procurement, building new performance KPIs beyond just savings and involving external partners to ensure a true perspective.
In 2019, the ANA partnered with The Content Council to conduct a study on “Growth and Opportunities in Content Marketing.” The study revealed that over a two-year period, spending on content marketing showed a 73 percent average budget increase. The report also projected a 42 percent spending hike two years in the future.
With culture in a state of volatility, uncertainty, and change – multicultural insights are more imperative than ever. An in-depth discussion with Alma and Urias Communications, gold and silver winners of the 2020 CMC Culture Account Planning Excelencia (CAPE) Awards. This webinar took an in-depth look at the art of planning and the cultural insights behind these award-winning campaigns.
A growing share of the marketing budget is managed according to the principles of targeted-performance marketing: personalized messages, direct impact measurement at the level of individual users, near-time optimization, and partial automation. This is especially true for digital marketing activities that drive conversion and purchase.
It’s been a busy few weeks at Facebook, what with the ad boycott, hastily arranged meetings with agencies, bullish statements from Mark Zuckerberg (‘who needs advertisers, and in any case they’ll be back soon enough’), and remarks from the company and its supporters that there’s really nothing to see here at Facebook we were in any event cleaning out the Augean stables. No one believed them. By Brian Jacobs – The COG Blog
Numerous studies and guidance papers advise marketers on how to react during a recession to come out ahead of the competition, but very little has been written about agencies.
Americans are spending less of their total listening time with YouTube in 2020, and YouTube as an audio-only source is reaching fewer Americans in 2020, according to two updated datasets from Edison Research.
Influencer marketing is now big business, but it comes with challenges. How can marketing and communication professionals ensure influencers have the right impact on their brand?
A great majority of marketers believe that future brand growth will be tied to marketing innovations and technology, but many of them spend little time learning how to utilize either of those tools, according to a new ANA report.
As brands and agencies still struggle to understand the real impact of Influencer campaigns beyond likes and shares, Nielsen’s Influencer Brand Effect is an important third-party measurement tool that helps marketers assess the effectiveness of their Influencer strategy in delivering brand KPIs.
Will 2020 be the year of 5G wireless networks? Many consumers and businesses think so, but we’re also witnessing the first signs of disillusionment. Explore three stages of infrastructure-led 5G innovation, along with 5G infrastructure investment opportunities in the United States, to promote deployment, adoption, and commercialization.
Latinx was originally formed in the early aughts as a word for those of Latin American descent who do not identify as being of the male or female gender or who simply don’t want to be identified by gender. More than likely, there was little consideration for how it was supposed to be pronounced when it was created. Nevertheless, people have attempted to assign some pronunciations to it. The most common way to pronounce Latinx is the same way you would Spanish-derived Latina or Latino but pronouncing the “x” as the name of the English letter X. So you get something like \luh-TEE-neks\.
There’s been a lot of debate over the term Latinx. What exactly does it mean? How is it different from Latino or Hispanic? Is it positive? More inclusive? Elitist? The term itself and its popular usage especially by Millennials has sparked a lot of debate and started conversations about identity, gender and ethnicity. It seems like this term isn’t really going anywhere any time soon, but considering the wide range of opinions on the matter, should we just stop using the word ‘Latinx’ altogether, or are there some merits for this more encompassing term to describe the Hispanic community? What is Latinx?
The world’s most valuable brands have seen their total brand value increase by 5.9% despite the economic, social and personal impacts of COVID-19, according to the 2020 BrandZTM Top 100 Most Valuable Global Brands ranking released by WPP and Kantar. The total brand value of the Top 100 global brands reached US$5 trillion, equivalent to the annual GDP of Japan. It has increased by 245% since 2006, when the total brand value first reached US$1 trillion.
