Global Marketers Seek a New Model for Insights [REPORT]
New research from the World Federation of Advertisers (WFA) highlights the need for a step change in the relationship between marketers and their internal insights teams.
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ROI Remains a Tough Metric for CMOs [REPORT]
The “2016 Planning Report – Evolving Strategic and Financial Plans for the Always-On Consumer” illustrates a surprising drop in accountability for marketing budgets. When marketers were asked to what degree their budgets must produce measurable ROI, only one in ten said 75 percent or more of their budget is accountable.
Value of a Digital Ad [REPORT]
The report discusses the challenge of using traditional reach and frequency measures in advertising campaigns, and how the application of validated impressions can provide a richer, more accurate view of these measures to drive advertising effectiveness.
Marketers need to get their hands dirty [INSIGHT]
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.
Linking the customer experience to value [INSIGHT]
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.
Hispanic Marketing Success Starts With Corporate Leadership [INSIGHT]
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
Chief Marketing Officer average tenure drops to 44 Months
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).
Creating More Agile Operating Models In Consumer Goods [INSIGHT]
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.
Female Executives at The Center Of Change and Innovation In Corporate America [REPORT]
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.
Engagement in the Age of the Customer: Using Technology to Build Relationships [REPORT]
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.
Exploring Cross-Generational Buying Behavior at a Time of Complex Change in the Retail Landscape [REPORT]
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.
A Less-Disruptive Advertising Future [INSIGHT]
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?
Programmatic Buying and the US Hispanic Market – – Forget About It For Now
The hottest topic in marketing, advertising and media is the PROGRAMATIC buying future.
Programmatic performance anxiety? Here’s how to cure it [INSIGHT]
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.
Brands Engage Startups Primarily for Social Media and Content Development
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.
The Dark Side of Cutting Hispanic Media Allocation [INSIGHT/REPORT]
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.
The ANA And 4A’s Have — Predictably — Split On Transparency
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.
4A’s Task Force Issues‘Transparency Guiding Principles of Conduct’
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.
Surviving The Anti-AOR Age With Cross-Channel Thinking [INSIGHT]
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.
Digital & Media Predictions 2016 [REPORT]
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.
