We’ve heard it before: Don’t treat your agencies as mere vendors, unless, of course, a commodity is what you are seeking. But the label “vendors” shouldn’t be such a dirty word. In principle, “vendors” are delivering services that have reasonable commercial value and getting paid for them. The real issue is in such a competitive environment, relying on a “vendor” or transactional type of relationship to fuel your growth won’t cut it anymore.
It’s increasingly clear that societal fragmentation is at least partly driven by fragmentation in personal identity. The acceleration of lifestage fluidity, the rising multiracial population, the expanding gender spectrum, and a plethora of other identity markers intersect uniquely for everyone. The emergence of microculturalism is a major test for businesses seeking to understand, reach, and accurately depict consumers.
In the U.S. today, Latinx consumers are melding the physical and digital worlds to create personalized, culturally relevant shopping experiences on their own terms. These consumers’ paths-to-purchase, or consumer journeys, are social and circular. Purchase decisions can be frequently traced to the recommendation of a friend, family member or consumer review website. And, because Latinx consumers are so digitally connected—97% of Latinx households own a smartphone, and Latinx consumers spend over 27 weekly hours using apps and the web on smartphones—the consumer journey plays out in real-time. Brands that are not attuned to Latinx values and habits stand to miss out on this powerful market, which is reshaping the U.S. mainstream.
Multicultural consumers comprise almost 40 percent of the total U.S. population, yet multicultural media investments make up only 5.2 percent of total advertising and marketing spending, according to a new study.
When I sit down with marketers who claim their multicultural marketing efforts didn’t work, I try to dissect the underlying reasons of this potential failure and curious enough, most marketers don’t even know these reasons themselves. In this article, I am focusing on my experience comparing what separates successful from unsuccessful multicultural marketing programs. By Isaac Mizrahi – CCo-President of ALMA
The Puerto Rico Association of Advertising Agencies suspended the membership of KOI advertising agency due to its president’s participation in the controversial chat messages that have rocked the administration of Gov. Ricardo Rosselló Nevares.
Though it’s been available for last several years, influencer marketing has shot to the top of the marketing stack for a growing number of savvy brands, especially those in the fashion, beauty, gaming, and lifestyle sectors that are looking to lend more authenticity when they engage their audiences.
The ANA sat down with Ayiko Broyard, EVP of client services at Walton Isaacson, to get her insight on the power of multicultural marketing ahead of the ANA 2019 Multicultural Excellence Awards, which is now open for entries. Walton Isaacson is a winner of a Multicultural Excellence Award for its work on Lexus and Marvel’s Black Panther “Long Live the King” campaign.
According to a story in the Wall Street Journal, the Justice Department (DOJ) and Federal Trade Commission (FTC) have settled their turf war and initiated an antitrust review into companies in e-commerce, online retail and search. The purpose of the probe is to examine whether or not companies such as Amazon, Apple, Facebook or Google’s parent, Alphabet, have unfairly stifled competition and innovation and, therefore, negatively impacted consumers.
I recently had the opportunity to interview Chris Shumaker, former CMO of the Martin Agency, FCB Worldwide, Publicis USA, and Grey NA. Chris has a wealth of knowledge about the RFP and RFI process, which he’s generously shared with us here. by Mark Duval – The Duval Partnership
Relationships with agency partners can be complex. Marketers are not just buying widgets — they have a unique and constantly evolving need to build brands and communicate messages to an intended target audience. Agency partners must be able to adapt to meet those shifting needs while delivering a constant level of quality and service.
In today’s “quantum age of marketing,” the advances of technology are rapidly evolving, impacting every area of our lives at a rate never before seen in human history.
Produced jointly by GfK and the National Retail Federation, the white paper, “Decoding the Personalization Paradox,” helps retailers and brands apply personalization at scale. Download the report to learn more about consumers’ needs, desires and concerns about targeting and personalization and how marketers can use this information to guide smarter decision-making as they ramp up one-to-one marketing.
The ANA has teamed with the Boston Consulting Group and Reed Smith on an initiative to understand the top concerns in-house agencies have for both creative content development and legal issues. Importantly, our work also provides strategies to address those concerns. By Bill Duggan
When I read “Managing In-House Agency Creative Content and Legal Concerns,” the Association of National Advertisers’ new study with Boston Consulting Group and Reed Smith, one thought kept crossing my mind: Partnership is key. by Marla Kaplowitz – president and CEO of the 4A’s
With a spending power of $1.2 trillion, the African American audience is one of the most essential markets for advertisers to reach. This group of consumers is at the forefront of innovation—full of trendsetters, tastemakers, and cultural expression.
Marketers with in-house agencies say they are having difficulty keeping their creative teams energized, and are also concerned about their ability to attract top-tier creative talent, according to a new study.
As a growing population Hispanics are a vital audience for more brands than ever before. Our quarter-year data set provides the very latest view on how to reach them with impact.
After last year’s Cannes Lions, I opined that there was not enough talk about what we were there to celebrate: great creativity. I’m pleased to report that this year there was much more talk of how to create winning content. But I was shocked – and maybe I shouldn’t have been – to learn that creative award-winning ads have never been less effective. by Daren Poole – Global Head of Creative / Kantar
Marketing and media have become complex and messy. Chief marketing officers have to contend with fragmentation, an increasing number of different players providing technology platforms and solutions, and a whole new lexicon of marketing technology terms.
