It’s time for a revolution in marketing procurement [REPORT]

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.

Growth and Opportunities in Content Marketing [REPORT]

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.

An Inside Look at Award-Winning Campaigns from CAPE Awards – Part 1

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.

Performance branding and how it is reinventing marketing ROI

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.

How Facebook and Friends Derailed Advertising

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

YouTube “Listening” Decreases in 2020

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.

Innovation And Technology Will Lead Brand Growth [REPORT]

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.

Plotting the course for 5G innovation [REPORT]

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’ And Gender Inclusivity

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\.

Real Talk: Should We Just Stop Using the Word ‘Latinx?’

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?

100 Most Valuable Global Ranking reveals growing power and influence of technology [REPORT]

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.

Anticipating Consumer Needs – Today & Tomorrow [REPORT]

When was the last time you reconsidered your approach to consumer monitoring? Your usual methods of tracking consumer trends may work well under typical, everyday market conditions—but these are not everyday market conditions.

Latino Podcast Listener 2020 [REPORT]

When it comes to Latinos, there is no shortage of audio consumption among our community. As we are about to see, the same is true for podcast listening. The irony, however, is in the shortage of resources available to the Latino podcasting market. This strong consumption — paired with a lack of research – merits a formal look into the podcast listening terrains of the Latino listening world. This is exactly one reason why we teamed up with leaders in the audio space to conduct a study that will provide insights into the podcast listeners and non-listeners of our often simplified, but truly complex, ethnic group.

The Trials of Facebook

It’s a bit of a business this blogging lark. You write a piece on Facebook and the various companies who have decided in one shape or form to pull funds from the platform, only for Mark Zuckerberg to change the rules thus rendering out-of-date most of what I’d written. If you see him, have a word with him for me, would you? Thanks.  By Brian Jacobs

REQUIEM FOR THE TOTAL MARKET …WE HARDLY KNEW THEE [INSIGHT]

United by their mutual skepticism about attempts to define “Total Market,” indeed wary of the concept itself, Pedro de Córdoba /  Eventus  and David Morse /  New American Dimensions began a regular correspondence via e-mail and text about a month ago. The following is a distillation. [We previously published this article on 4/25/2015 and is worth republishing]

The End Of Total Market—It’s Time To Try A New Approach

In the aftermath of George Floyd’s death, most of us are trying to understand how to honor this critical moment in our country and evolve. The consequences are many and will continue to impact us as individuals, and as business leaders.  By Isaac Mizrahi –  Co-President of ALMA

Forget ‘The Agency of the Future.’ Fix ‘The Agency of Today’

‘The Agency of the Future’ gets a lot of attention in the press and at industry conferences. ‘The Agency of the Future’ partners with its clients, solves brand problems through enhanced creativity, provides digital/integrated solutions, attracts the best industry talent, and competes with consulting firms. It is a wonderful dream that will be realized only if ‘The Agency of Today’ is fixed. This is not happening.  By Michael Farmer

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