Media Buying 2018 — Transparency at a Crossroads [REPORT]
The transparency debate and distrust between advertisers and media buying agencies has been a topic in C-suites since Jon Mandel’s 2015 speech at the Association of National Advertisers’ (ANA) annual media conference, yet ANA’s work on transparency dates back to at least 2011. Interest took a new, unprecedented turn on October 10, 2018 when the ANA notified its members that the U.S. Federal Bureau of Investigation (FBI) asked the ANA to inform its members about the investigation and to ask its members to consider cooperating with the FBI investigation if they believed they might have been defrauded by their agencies.
ANA celebrates 20 Years of Multicultural and Diversity Conferences
Alliance for Inclusive & Multicultural Marketing (AIMM) has already begun to transform into a more inclusive, diverse,and proactive platform. Download the recently released study “Case for Change: Multicultural and Inclusive Marketing” as a Business Imperative for Long-Term Growth to help marketers better understand the importance of prioritizing multicultural and inclusive consumers in order to maximize overall corporate growth. Discover how to implement AIMM’s five point plan into your company’s overall marketing plan.
The Hispanic population in the U.S. continues to grow, especially among the younger cohorts. Over one-quarter of kids 6-11 are Hispanic, with 24% in the 12- 17 and 18-34 cohorts. Hispanics make up 17.6% of the total 6+ population in the United States.
The Culture Marketing Council: The Voice of Hispanic Marketing announced Sarah Carberry, Head of US Multicultural Strategy & Sales, Google; former CMC Chair Alex López Negrete, President and Chief Executive Officer, Lopez Negrete Communications, Inc.; and Eduardo Pérez, Founding Partner, PM3 have joined its Board of Directors.
Women’s entrepreneurship is thriving in America. According to the 2018 State of Women-Owned Business report commissioned by American Express, 1,821 women-owned businesses were launched per day over the last year, bringing the total number of women-owned firms to 12.3 million, employing over 9 million people and accounting for $1.8 trillion in revenue.
Effective brand marketing increases the probability of consumers either picking a brand or paying more for a brand when it is time to buy. But what data and analytic approaches help us to understand the influence of brand marketing on sales? By Bill Pink / Kantar Millward Brown- Head of Brand Guidance Analytics in North America
The landscape of advertising is constantly evolving. New technologies, Millennials, aging Baby Boomers, and shifting social climates shape and re-shape the way advertising is consumed and perceived.
In today’s crowded car market, it can be difficult for auto advertisers to connect with consumers, encourage new sales—and do it all under shrinking budgets. To meet these challenges, you need the most complete understanding of how consumers shop for cars and react to automotive advertising.
The number of marketers with in-house agencies has grown substantially over the past five years among members of the ANA (Association of National Advertisers), according to a new ANA study.
The latest Getting Media Right finds that marketers globally continue to struggle to assess their marketing performance due to disconnects in strategies for reaching consumers. So why are integrated media campaigns so challenging? by Aaron Peterson – Director, Marketing & Insights / Insights Division at Kantar
Advertisers can build more transparent, partner like relationships with their media agencies by taking four steps.
The ID Comms 2018 Global Media Transparency Survey has found that just 10% of advertisers rate levels of trust with their agency partners as high or very high. By contrast, the number who believe that trust is low has shifted from 29% to 40%, while the number who believe it is average has fallen by 12%.
The Federal Bureau of Investigations has contacted the Association of National Advertisers (ANA) legal counsel regarding an investigation into the media buying practices in our Industry. The ANA has sent the following letter to its members.
As digital marketers try to connect with a growing US Hispanic population, they will need to get past the outdated picture of a population languishing on the wrong side of a gaping “digital divide.” Thanks in part to smartphones, Hispanics have become a very digital cohort.
In theory the application of zero-based budgeting to marketing ought to be a good thing: no more budgets based on historical spending and funds allocated between options based on current performance. What is not to like? How about the fact that there is often a huge divide between theory and practice? by Nigel Hollis
With major issues in the headlines affecting the multicultural community, there is no shortage of information sharing and social activism—both with in-person protests and social media fundraising. For example, according to the Washington Post, one in five Americans have protested in the streets or participated in political rallies since the beginning of 2016. Of those, 19 percent said they had never before joined a march or a political gathering. By: CMC Research Chair Nancy Tellet
