Global adspend will grow 4.2% to US$559bn in 2017, according to Zenith’s new Advertising Expenditure Forecasts. That’s down from 4.8% growth in 2016. However, 2016 was a ‘quadrennial year’, and benefited from extra adspend stimulated by the US elections, Summer Olympics in Rio and the football championships in Europe, making the annual comparisons tougher for 2017.
You can be the kind of client who inspires agencies to greater creative heights. Though it may be hard to believe, with work, you can become a client so good that agency folks will compete to be assigned to your account. It isn’t easy, but it is possible. To get there, you must first master these five important skills. By Jane Maas, ANA Faculty
For some time, marketers have suspected that certain opinions matter more than others when it comes to swaying consumer’s buying habits. Influence is far from a level playing field, but it isn’t necessarily for the reasons you might expect—fame, fortune and celebrity status.
Since 1999, AHAA has honored those that have made significant contributions to the U.S. Hispanic advertising and marketing industry. Expanding on this program, AHAA has established the AHAA Hall Fame, which recognizes a select group of visionaries, leaders and luminaries who have made significant contributions to the development and advancement of the Hispanic advertising and marketing field.
It’s been exactly one year since the release of the K2 Intelligence report commissioned by the ANA, “An Independent Study of Media Transparency in the U.S. Advertising Industry,” and the issue of media transparency continues to be a topic of industry discussion and debate. By Bill Duggan, Group EVP, ANA
The technology giants Google, Apple, Microsoft, Amazon and Facebook – take the Top 5 places in the 2017 BrandZTM Top 100 Most Valuable Global Brands ranking released today by WPP and Kantar Millward Brown.
Last month, the ANA released the 17th edition of its “Trends in Agency Compensation” research. The study, which has been conducted every three years for nearly 50 years, tracks changes in compensation practices. According to key research contributor Dave Beals, president and CEO of JLB + Partners, “Some marketers are choosing to simplify compensation by using a commission method instead of negotiating the different labor and tech cost elements.” By Kerry Breen, senior manager, marketing knowledge center at ANA
Over the past 35 years in the business, not once was I taught or asked to use insulting words to get my point across to marketers, ad agencies, the media or executives looking to target US Hispanic Consumers. By Gene Bryan / HispanicAd
An article this month in the Financial Times, “Advertisers Pull Back from Targeting U.S. Latinos,” quotes Linda Lane Gonzalez, President of the Association of Hispanic Advertising Agencies (AHAA), as saying: “a growing number of companies in the US are shying away from marketing efforts aimed at Latino consumers for fear of offending “racist” supporters of President Donald Trump. By David Morse / President and CEO of New American Dimensions
It’s happening and there is no turning back. Face it folks, short of a massive and prolonged vow of chastity by millions of hyphenated Americans, the move to a majority multicultural society will happen in 2042, if not sooner. No walls, extreme vetting or English-only requirements can slow down the inevitability of this fact, and it is indeed an empirical fact. The good news is, that it is all good news. By Pedro de Córdoba- Senior Director / Burson Latino
The use of labor-based fees and performance incentives by marketers is decreasing as advertisers look to simplify their agency compensation practices, according to a new report by the ANA (Association of National Advertisers).
For years, agencies worked as “agents” when buying media for their clients. As agents, agencies looked out for the best interests of their clients and negotiated the best media rates. Today, many agencies are acting as “principals” rather than agents. In a principal relationship the agency may or may not be looking out for the best interests of their clients; and it’s possible (even likely) that the agency is putting its own interests ahead of the client. Hence the line we have heard from ANA members — “Is my agency working for me or itself?” By Bill Duggan, Group EVP, ANA
I’m kinda tired of hearing everyone talk about how data is going to save our industry. I’m tired of everyone measuring creative effectiveness against KPIs for which they are ill suited. I’m tired of watching all of the good ideas turn into splinters of their former selves in service of their data-driven masters. And mostly, I’m tired of the bad work that often springs from so-called “data-driven advertising.”
Although campaigns with a strong focus on emotional relevance and creative engagement lead to increased business, a new report out today from Kantar Millward Brown shows fewer than one in seven ads are designed to deliver a strong emotional message that consumers will quickly absorb.
Ad agencies have had a tough time for the past decade. Reduced retainers. Disappearing AOR relationships, as clients expanded their portfolios of agencies. Inflating Scopes of Work, straining the capabilities of agencies’ downsized and juniorized staffs. By Michael Farmer – Madison Avenue Manslaughter
The role of public relations is evolving. The ANA partnered with the USC Center for Public Relations at the Annenberg School for Communication and Journalism to understand current client-side marketer perceptions of public relations. By Bill Duggan, Group EVP, ANA
CPG brands have jumped on the influencer marketing bandwagon with everyone from cosmetic, food, diaper, paper towel and many other CPG brands all leveraging influencers to help tell their stories.
Digital services and operations are raising the competitive bar in every sector. To capture the opportunity, incumbents should embrace a new operating model that dramatically improves the digital customer experience. Here’s how.
Influencer marketing has never been more important. With 25% of internet users employing some form of ad blocking, and consumers continuing to trust word of mouth over all other forms of marketing, brands are increasingly turning to influencers to help get their message across with more passion, creativity and authenticity.
Pew Research Center regularly publishes statistical portraits of the nation’s foreign-born population, which include historical trends since 1960. Based on these portraits, here are answers to some key questions about the U.S. immigrant population.
