Advertising in a crisis: what’s at stake for CPG brands?
There’s been a raft of articles published this year making a strong argument for continuing to advertise through the COVID-19 pandemic, as well as the recession that will follow. You may or may not agree but perhaps an understanding of just how much you stand to lose could help when thinking about your short to medium term plans. Where and what are the risks of stopping or cutting back on advertising and how do you mitigate against these risks through the worst recession on re
Following a recent IPA report on The Future of Account Management, there have been a number of articles questioning the role’s value. Its future is in doubt. The conversation is troubling, and agencies should pay close attention to the underlying concerns. By Mark Duval – The Duval Partnership
Community Marketing & Insights (CMI) has been conducting LGBTQ consumer research for over 25 years.
Latinos wield formidable economic clout.
2020 is the year when the majority of all Americans under seventeen years old will be from a minority background, a process that will culminate with a so-called “minority-majority” population by the mid-2040s. These demographic changes will bring about a significant transformation to Corporate America, and during the next few months, I will discuss some of these consequences, in each article targeting one specific area of our business environment. By Isaac Mizrahi – Co-President of ALMA
The pandemic has accelerated the death of a once-crucial medium: the TV ad, which had the surreal job of heroizing a product in 60 seconds or less.
Consumers today are living in a world of disruption, and it’s becoming harder for CPG advertisers to make meaningful connections with them. To complicate matters, CPG brands know the least about their consumer base given the heavy middleman nature of the industry. With the upcoming holiday season fast-approaching during an already challenging year for advertisers amidst the novel coronavirus (COVID-19) pandemic, now’s the time to close the gap in your customer intelligence.
Three vital aspects for marketers seeking better integrations and partnerships
“The Anatomy of a Video Experience: A Multicultural Study” explores how audiences consume content across multiple devices and their motivations around viewing habits. Understanding these subtleties is key for advertisers and brands looking to reach receptive audiences and better inform their planning efforts
Return on Investment (ROI), the holy grail of finance metrics, is often a sign of low sophistication in marketing efforts. In the advertising world, return on ad spend is often referred to as ROI. This usage of ROI is only looking at sales revenue and ad spend, not taking into account the cost of the sale or any other costs beyond advertising spend.
Through Deloitte’s innovative research, we are examining the current reality of inclusion in the workplace and key challenges that are impeding corporate America’s efforts.
The past several weeks have been some of the most difficult in American history. By Mario Xavier Carrasco – Co-Founder & Principal / ThinkNow
Recently while reviewing an audio media plan with a major client we noted that while they were using a vast array of AM/FM radio programming content, they were not buying Spanish radio. The response was, “We get the audience with a general market buy.” Was that really true? Can a general market buy with only English language stations do an effective job of reaching Hispanics and Spanish speakers? We turned to Oliver Marquis, VP Media Analytics at Nielsen, for assistance. By Pierre Bouvard / Westwood One
Brand growth is the mantra of marketers. Today the number of new tools available to help marketers achieve brand growth is multiplying annually. The new focus is on large scale databases, data science, artificial intelligence, biometrics, and the beginnings of a true marketing science. However, all of this is competing for attention within the context of established marketing processes, advertiser-agency relationship structures, and higher order degrees of complexity of communication. The result is that “good enough” often substitutes for adoption of proven innovations.
Pan-ethnic labels describing the U.S. population of people tracing their roots to Latin America and Spain have been introduced over the decades, rising and falling in popularity. Today, the two dominant labels in use are Hispanic and Latino, with origins in the 1970s and 1990s respectively. More recently, a new, gender-neutral, pan-ethnic label, Latinx, has emerged as an alternative that is used by some news and entertainment outlets, corporations, local governments and universities to describe the nation’s Hispanic population.
