CMOs traditionally have focused on the big picture. They understand powerful consumer insights and seek to harness their agency partners to turn them into effective communications. There’s expectation and trust in this process. They sign off on the purchase of a box of 20 pralines but all too often what they get are three coffee creams.
Many customer-experience transformations stall because leaders can’t show how these efforts create value. Patiently building a business case can fund them, secure buy-in, and build momentum.
Every time I speak with someone about Hispanic marketing, it is clear there is a huge disconnect between understanding the importance of reaching Hispanics and actually doing so. Marketers see the huge potential of this consumer group, so where is the disconnect? By Holly Pavlika, SVP of strategy, Collective Bias
The average tenure for chief marketing officers of leading U.S. consumer brand companies dropped from 48 months to 44 months, according to the 12th annual CMO tenure study by executive search consulting firm Spencer Stuart. This represents the first decline of average tenure in 10 years (since 2006).
Consumer packaged goods (CPG) companies often operate on long held implicit orthodoxies—certain “truths” that dictate how they approach consumers, and how they make decisions. Now, in an increasingly volatile age, there are a number of new truths.
Eve of Change: Women Redefining Corporate America examines the influence of women’s leadership in today’s global economy and provides insight into how the intersection of gender, race, ethnicity, culture, and sexual orientation impacts women in the workplace.
Price and product have become less important business differentiators, while quality and consistent experiences have become more important competitive differentiators. Consumers now hold the power and demand to be met on their own terms.
The retail environment has seen great disruption from a combination of pervasive discounting, new entrants, the evolution of new technologies, and vastly changed consumer behavior. This has had an impact on consumer loyalty and made gaining share a significant challenge. Understanding specific consumer groups’ buying behaviors is more important than ever.
What goes into an ad? This question used to be simple, but in today’s world, the lines are blurring between content and ads. How can we find a more harmonious way to co-exist and to bring advertising back to a state of approval, or even enjoyment, for the general consumer?
The hottest topic in marketing, advertising and media is the PROGRAMATIC buying future.
Google’s Matt Brittin once likened programmatic to teenage sex – and it’s easy to understand why. Everyone seems to be worrying about whether the competition is doing more of it, or doing it better than they are. The truth, though, is that worryingly few people know what they are doing at all.
Major marketers turn to startups for a wide range of activities involving technology, but according to a new study, the most prevalent assignments are for social media and content development and management.
Since we have already written at length about the “Bright Side” of the connection between increased Hispanic dedicated media allocation, defined as advertising buys in any Hispanic-dedicated media channel regardless of language whether Spanish, Bilingual or English, and its impact on overall sales growth, we wanted to shed some light around the “Darker Side of the force”…the less talked about impact of slashing Hispanic allocations.
We have written here before about the alleged improprieties that agency holding companies (especially their media and digital outposts) may have conducted with their clients’ money.
The 4A’s, the leading trade association representing the advertising agency business, has released the “Transparency Guiding Principles of Conduct,” which outline common goals and modern industry practices surrounding the issue of media transparency.
The agency of record (AOR) relationship appears to be dead — or at least dying — and agencies are scrambling to be the right size to remain profitable within the new project-driven reality.
Millward Brown’s global experts share their digital predictions for 2016 – covering topics from mobile-first marketing, addressable TV advertising, and header bidding to augmented reality, content, and consumer journey marketing.
Consumer attention is divided across many devices these days. Which devices are best at holding attention for your advertising, and how can marketers use this information to reach their target audience? Read our study to learn more.
Findings from Saatchi & Saatchi’s recently released “Moms & Marketing:irl” (“in real life”) worldwide quantitative study about today’s moms and how marketers can speak to her in more authentic and emotionally resonant ways found the vast majority of Latin American moms have different parenting styles and values from their own mothers.
Millward Brown released its annual Digital and Media Predictions for the year ahead. For the eighth consecutive year the company is providing marketers with a clear guide on navigating the challenges and opportunities of the next 12 months. One prediction in the 2016 report identifies the opportunity for marketers to develop clearer consumer journey maps, from awareness to purchase, in order to better integrate sales and media touchpoints.
