Establish a Creative Development Process that Works [INSIGHT]
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.
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.
Young Hispanics, who are digitally savvy and culturally connected, are a particularly important audience. To help marketers gain a greater understanding of their interests and perceptions, we partnered with market research firm Ipsos and research partner Audience Theory to survey Hispanics in the U.S., with a specific focus on the third generation.
The ANA (Association of National Advertisers) today announced the formation of a new, wide ranging alliance designed to create a powerful, unified voice for the advancement of multicultural marketing.
The robots are coming for jobs, and many who believe that they’re exempt from the much ballyhooed robot job apocalypse might have reason to be far more worried. That includes marketers. Patricio Robles is a tech reporter at Econsultancy
A key finding in the work the Association of National Advertisers, or ANA, has been doing on the media transparency issue over the past two years is that the contracts between marketers and their media agencies are at the very heart of the controversy. By Bill Duggan, Group EVP, ANA
The U.S. Hispanic population is exceptionally diverse and the report considers different variables, such as country of origin, number of generations in the U.S., sex, age and family structure. According to PwC, companies will need multiple customized strategies to appeal to the unique preferences of these different Hispanic ethnicities and generations. In short, marketing to U.S. Hispanic consumers requires a nuanced understanding of their behaviors.
For consumers, having content options is no longer a luxury, but an imperative. And so, too, are the multitude of devices that they use to engage with that content—be it a TV, tablet or soon-to-be emerging technologies. But having a plethora of content options at our collective fingertips doesn’t necessarily mean consumers are connecting with ALL choices ALL of the time.
