By Stephen Wright Media Mix Modelling, Marketing Mix modelling and Multi-Touch Attribution modelling have all been widely discussed and written about in recent years. As CMOs face increasing pressure on their budgets, the need to deliver marketing efficiency is paramount. Modelling has the potential to provide definitive answers to the age-old question of what is … Read more
Welcome to the Wheelhouse, a series of blogs from Ebiquity’s Marketing Effectiveness team. Client & Proposition Director, Ryan Rooney, considers the pros and cons of running marketing effectiveness insourced, outsourced, or using a hybrid model in between. My effectiveness journey started 12 years ago, when I was in the right place at the right time … Read more
When CODA won the best picture Oscar in 2022, many people with disabilities hoped it would lead to more inclusion of their stories in media. But aside from the awareness and accolades, little progress to further advance disability inclusion on screen has followed. And the trend isn’t limited to feature films. Video Descriptor Data from … Read more
Lollapalooza is well-known as one of the most popular music festivals in the United States. Since 2005, it has been held annually in Chicago in early August and attracts over 200,000 attendees each time. The idea of Lollapalooza was to bring unique musical acts together, and the festival was founded on principles of diversity and … Read more
By Blum Consulting Partners Leadership Team It’s a familiar scenario, something that happens all the time. There’s an approved strategy, a brief, and theoretically all the stakeholders in the process should be aligned, but still the clients are sending the agency back to do another round of creative, and another, and another. It’s frustrating for … Read more
By Cesar Brea As media becomes increasingly dynamic, many marketers are looking for creative approaches to reach audiences on traditional and digital channels. But how do you know if those new methods are paying off? Bain partner Cesar Brea spoke with John Cripps—SVP of decision sciences for EDO and a Bain advisor—about the solutions and … Read more
Cross-cultural agency BeautifulBeast has entered into a strategic alliance with Mighty Industries and XALTER to create Mighty Beast. This unit specialized in content and web3 is in charge of the creation and production of 210Plaza, an entertainment platform in the Metaverse for the city of San Antonio. The goal is to attract visitors to the … Read more
The Public Relations Society of America Los Angeles Chapter (PRSA-LA), celebrated excellence in diversity, equity and inclusion by honoring longtime Hispanic marketing executive Gabriel Reyes at its 5th Annual Sunrise Honors on August 4 at LA Plaza de Cultura y Artes in Downtown Los Angeles. “We applaud the remarkable efforts of our honorees who have … Read more
Today’s discerning consumers crave personalized marketing experiences in which they feel seen and heard. The paradigm has shifted, and brands looking to stay ahead of the curve are working to foster genuine connections with consumers by committing to inclusivity in products and services and participating in meaningful community engagement. This is particularly important for hard-to-reach … Read more
By Joanna Fragopoulos Members of gen Z have been the focus of many brand campaigns in recent years, as companies hope to win over younger people and create loyalty, awareness, and favorability. As a generation that is entering the workforce, that comprises 30 percent of the global population, and that is growing, changing, and at … Read more
It is with profound sadness that multisegment agency Orci announces the passing of co-founder and chairwoman Norma Orci, who passed away on August 3. She leaves behind two children, two grandchildren and an indelible mark upon the advertising industry, having played a crucial role in launching effective, thoughtful and impactful multicultural marketing targeting U.S. Hispanics … Read more
Norma Orcí, the co-founder and chairwoman of longtime U.S. Hispanic market advertising agency Orci, has died. Along with her husband Hector Orci, the Orci agency rose in prominence to become a legacy shop. In her bio appearing on the Orci website, she recalled, “When I started as a junior copywriter at Noble & Asociados, Mexico’s … Read more
The study focused on open web programmatic advertising, a $88 billion global market. Twenty-one member companies participated, with the data collection period between September 2022 and January 2023. That consisted of $123 million in ad spend and 35.5 billion impressions, mostly classic banner and video ads. Qualitative work supplemented quantitative research. Key findings: Information asymmetry … Read more
By Jeroen Kraaijenbrink – Strategy and Leadership Consultant | Global Top 20 LinkedIn Creator | No-Nonsense Collaborator, Educator, Mentor and Author | Enabling Leaders to Improve Through Strategic Insight and Guided Execution | Strategists come in different breeds. Some know it all or are full of ideas, while others prefer to involve their people or … Read more
The latest annual McKinsey Global Survey on the current state of AI confirms the explosive growth of generative AI (gen AI) tools. Less than a year after many of these tools debuted, one-third of our survey respondents say their organizations are using gen AI regularly in at least one business function. Amid recent advances, AI … Read more
By Sylvia Vidal – Senior Vice President, Insights | Qualitative & Quantitative | U.S. Multicultural & LGBTQIA+ Research | Latin America & Caribbean Research | As travel restrictions have eased and the world has reopened, there is a notable surge in wanderlust among Gen Z and Young Millennial travelers. These younger demographics are prioritizing immersive … Read more
Dentsu announced new research measuring attention in audio advertising for the first time. Conducted in partnership with Lumen Research, dentsu measured attention in various audio formats and environments across three unique studies in podcasts, radio and music streaming. The podcast study was conducted with participating partners Audacy, Cumulus Media, iHeartMedia, Spotify and SXM Media. The … Read more
News media made by and for the two largest racial and ethnic minority groups in the United States – Black Americans and Hispanic Americans – have been a consistent part of the American news landscape. Largely, newspapers and television aimed at both of these groups have recently had audience declines. Explore the trends in Hispanic- … Read more
The conversation about men and gender equality in the US has become highly politicized, even weaponized, and is often cast as zero-sum. In this contested space, care and resources dedicated to the lives of boys and men can seem like a distraction from the unfinished work related to girls and women. But as Equimundo’s efforts … Read more
By Paul Hemez and Daniela Mejía Same-sex married couples are less likely than opposite-sex married couples to have spouses who are the same age and the same race and Hispanic origin, according to the 2021 1-year American Community Survey. In contrast, same-sex spouses were more likely than opposite-sex spouses to have similar income and education … Read more
