The State of DEI 2023: What marketers need to do to close inclusion gaps

This year’s Cannes Lions International Festival of Creativity held up a mirror to the industry. What is the current state of diversity, equity and inclusion inside marketing organisations and how they connect with people on the outside? Externally, advertisers are feeling more confident in inclusive representation related to women, race and ethnic groups, and in … Read more

Exploring New Media Channels for Your Brand

By Corey Haugen, Paul Her-Sturm Many brands who invest in paid social media use Meta channels, Facebook and Instagram, as their go-to channels. These platforms reach billions of users, and they are mature in the sense that they have reliable data and tools for advertisers. That said, depending on your business goals and the audience … Read more

Almost Half of Marketers Do Not Trust the Reliability of Their Data Due to Fragmented Tools and Poor Integration

Zeta Global announced a Forrester Consulting Opportunity Snapshot, “Elevate Your Integration Strategy for Maximum Business Impact.” This study was commissioned by Zeta Global to examine the current state of marketing technology and the biggest challenges that brands face in their quest to improve customer experiences and accelerate growth. The Forrester study discovered most companies (85%) … Read more

What Is Audience Segmentation?

By Larisa Bedgood A one-size-fits-all approach won’t suffice when it comes to capturing and retaining the attention of your audience. This is where audience segmentation comes into play — a powerful strategy that enables you to divide your target audience into groups, allowing for personalized and targeted marketing efforts. Audience segmentation divides a target market … Read more

Are we underestimating the long-term effects of advertising?

By Nigel Hollis I am sure that is true, but does econometric modeling capture all those indirect effects? No matter how sophisticated the model, I suspect much of the indirect, multiplicative effects of advertising go unmeasured. For years, smart econometricians have realized that they were missing out on the longer-term effects of advertising. Decaying media … Read more

Is this really the 3rd age of effectiveness?

By Nigel Hollis I have just watched The 3rd Age of Effectiveness presentations. Kudos to Les Binet, Dr Grace Kite, and Tom Roach for their compelling, empirically-based presentations and the IPA for making those presentations available to those of us not at Cannes. Five things stood out to me, but the presentations also triggered memories … Read more

Generative AI: A Creative Revolution in the Marketing Landscape

By Mathias Ramos Over the past several months, the increased availability of high-quality generative artificial intelligence (AI) has changed the way we write and create. Epitomized by systems like ChatGPT and Midjourney, this new game-changing technology is having a ripple effect across all industries, actively bestowing on us the ability to generate content, solve problems, … Read more

Beyond belt-tightening: How marketing can drive resiliency during uncertain times

By Julien Boudet, Marc Brodherson, Kelsey Robinson, and Eli Stein With the economy still sending mixed signals, it’s no great surprise that companies are feeling skittish and cutting costs. Unfortunately, the marketing budget is often the first to go. In December 2022, we surveyed nearly three dozen chief marketing officers (CMOs) of major North American … Read more

Five Cs of Creativity: Lessons from Cannes Lions ’23

By Raquelle M. Zuzarte The infectious excitement pulsating through the Croisette always revolves around the world’s most creative minds. Cannes Lions 2023 did not disappoint — from Lizzo to Spike Lee to a sheer-clad Rihanna, the potential for human creativity galvanized delegates hailing from São Paulo to Shanghai. Creativity is at the core of humanity … Read more

Constellation Brands names Initiative as U.S. Media AOR

Constellation Brands, Inc. announced the appointment of Initiative, an IPG Mediabrands company, as its new agency of record (AOR) for media in the United States after engaging in an agency review process this summer. Initiative, renowned as a data-fueled, and creatively-driven provider of marketing solutions, was selected to help amplify and execute Constellation’s media efforts … Read more

Creating Agency KPIs

By Bruno Gralpois, ANA Faculty We all have implemented KPIs to measure progress against our work. Agency KPIs are essential for any organization to measure its progress against predetermined agency objectives and priorities. KPIs let advertisers focus on what matters most, align relevant resources towards achieving those goals, identify areas that need improvement, and take … Read more

The New ROI: Defy Uncertainty by Boosting Return on Innovation

By Joachim Allerup, Michael Egan, Mikaela Boyd, Karsten Petersen, and David Cox Hard times are fertile ground for growth and innovation. Time and again, the companies that accelerated fastest out of a downturn were the ones that seized the opportunities that downturn created. Corporate innovation programs often can feel more like a drag than an … Read more

Garcia named President & GM of Univision Miami

Univision Miami announced the appointment of Eric Garcia to the position of President and General Manager, reporting directly to Jesus Lara, President of Local Media at TelevisaUnivision. Garcia brings extensive broadcast and media industry experience to this leadership role, where he will be responsible for the overall direction, strategy, and growth of Univision23, TelevisaUnivision’s local … Read more

America Is Getting Older

The nation’s median age increased by 0.2 years to 38.9 years between 2021 and 2022, according to Vintage 2022 Population Estimates released today by the U.S. Census Bureau. Median age is the age at which half of the population is older and half of the population is younger. “As the nation’s median age creeps closer … Read more

Try Creators to Optimize Influencer Marketing

By Michal Fuchs In the last few years, influencer marketing has been one of the fastest-growing trends in digital marketing. As part of marketing’s “pivot to video,” influencer marketing helped advertisers like Dunkin’ and McDonald’s achieve marketing success. But not every marketing campaign is right for influencers. Sometimes, marketers don’t have the budget for influencers. … Read more

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