The new report—titled “Connected Interaction to Power Brand Attraction”— explores the many ways digital transformation has impacted marketing and the organization’s ability to grow and profit from expanded relationships with customers.
If a single word could represent the U.S. marketing industry in 2016, what would it be? According to the members of the ANA (Association of National Advertisers), that word is transparency.
The new report released explores “The CMO Shift to Gaining Business Lift” and the evolving role of the CMO as a growth driver, change agent and customer experience advocate. Nearly 70 percent of more than 200 participants in the international study say there is a clear mandate or high level of expectation among their senior management teams and board members for marketing to be the growth driver and business value creator in their organizations.
Five U.S. Senators have written a letter to the Government Accountability Office asking the organization to conduct a study into the advertising habits of government agencies as it relates to how much they allocate to minority-owned agencies and media outlets.
Tapping into deep-seated emotions that connects us as human beings can provide brands with the means to engage across a diverse audiences, writes Nigel Hollis, chief global analyst at Kantar Millward Brown.
The beauty of this old-media definition of working was the proper alignment of incentives. Whether you were a publisher or an advertiser, investing in better content produced deeper connections with consumers. As a result, publishers made more money, and advertisers felt better about spending it. When new-media publishers arrived, driven by the frenzy of venture capital dollars, these publishers agreed to deliver unrealistic ad revenue goals despite having no established record of “working.”
The effort we put into our content is changing, and so is the content we create. The pace of that change is accelerating. The purpose of this research is to track those changes.
Successful marketers know that people engage with ideas that are meaningful so they try to create powerful, insights-based campaigns that resonate with their target audience. Achieving success isn’t easy, and game changing work can be thwarted by any number of pressures. But marketers who develop a consistent, disciplined approach to creative development increase their probability of generating stronger brand value and business performance–the ultimate success criteria. By Ann Green – Managing Partner Creative Development Practice at Kantar Millward Brown
For years, the AICE — the trade group for independent post-production houses — has been loudly complaining about the ad industry practice of “check bids,” and other unfair practices utilized by Adland in the course of producing commercials for their clients. Now it appears that the U.S. Department of Justice is looking into the matter.
The study, Making America Rich Again: The Latino Effect on Economic Growth, sponsored by RBC Capital Markets (RBC) and the Latino Donor Collaborative (LDC), and authored by NERA economist Jeffrey Eisenach, shows that Latinos are driving job creation, income growth and new business formation for the country as a whole.
Kantar Millward Brown released its annual digital and media predictions for 2017. For the ninth year running, the company’s predictions provide marketers with a clear guide to the challenges and opportunities of the next 12 months, helping them shape their digital marketing strategies.
The Future 100 takes a snapshot of emerging trends for 2017, spanning culture, tech and innovation, travel and hospitality, brands and marketing, food and drink, beauty, retail, health, lifestyle, and luxury.
The widespread and increasing use of data to help manage agency relationships is leading to more informed decision-making. This is delivering positive benefits to client/agency relationships as well as improving efficiencies at both clients and agencies. Furthermore, the increased use of data is improving transparency and accountability, both hot topics at the moment. Bottom line: Data is truly a “force for good” in client/agency relationships. By Bill Duggan, Group EVP, ANA
In my simplistic vision, both sides must come to terms with the current state of the media industry, and must be willing to compromise. It’s undoubtedly true that advertisers have cut back on the fees they pay agencies for their services. There is a chicken-and-egg question here: Has this happened because agencies seem to be making large sums of money? Or are agencies being forced to find new sources of income, because advertisers have been cutting back?
Last week Kantar hosted a conference in New York City titled FragmentNation. While the title of the event predated the U.S. election result, Trump’s win helped underline the basic thesis of the event. Brands must prepare themselves to market in an ever more fragmented world and that means understanding the granularity of people’s needs, mindset and values like never before. By Nigel Hollis
As brands and agencies continue to shift dollars to programmatic campaigns — two-thirds of display media is now purchased programmatically, according to eMarketer — marketers are starting to take notice that they may be doing so at the expense of creating emotional connections with consumers.
Slower economic growth in the United States has wrought a vicious cycle that has hobbled many American households. Targeted investment and policy action could turn it around. By James Manyika, Gary Pinkus, Sree Ramaswamy, Scott Nyquist, Jonathan Woetzel, and Arvind Sohoni
The seventh edition of this yearly report takes a closer look at the evolving role of TV and media in consumers’ daily lives.
Research was conducted to better understand how ANA members are using data to manage agency relationships and how learnings can be applied to optimize client/agency performance.
Big brands spend a lot on media. Media budgets can be tens or even hundreds of millions of dollars a year. Despite this huge investment, however, many are only just starting to realise that they need greater internal expertise to take back control.
