Writing a Creative Brief – Important elements [INFOGRAPH]
How to write, sharpen and present better creative briefs. By Will Humphrey – Strategy Director at Wunderman Thompson
Article placement: Top News
The Critical Role Brands Play in Culture [REPORT]
NBCUniversal, MAGNA, and Identity revealed Deconstructing Diversity Today, a new research study that explores the full spectrum of diversity, and the role that brands play in acknowledging and amplifying cultural identification. The study flips the script on outdated cultural archetypes, and reveals the multifaceted and fluid nature of how people identify today. The study also outlines tangible next steps that marketers can take to connect with multicultural audiences in authentic, culturally-relevant ways
The Three-Word Brief
Advertising is a small part of marketing. We don’t control the product. We don’t control the pricing. We don’t control the distribution or the customer service or the marketing strategy. The only thing we control is one aspect of communication.
2021 African American Consumer [REPORT]
Nielsen continues to dedicate itself to telling the story of the power of Black audiences, their diversity, and the representation of the collective Black community. According to “Seeing and Believing: Meeting Black audience demand for representation that matters,” the newest report in Nielsen’s Diverse Intelligence Series, the U.S. Black population has a complex and powerful legacy that continues to shape countries and cultures around the world. Yet, when it comes to representation in media, the complexity that creates the richness of their experience is often lost, and when present, undervalued.
New Habits for Multicultural Growth
This week, I had the privilege of joining some of the best minds in advertising at ANA’s Multicultural Marketing & Diversity Conference. Having spoken at this important conference for five consecutive years, I wanted to use this year as an opportunity to address the entrenched habits in how we do marketing, and outline the path to building new habits needed to widen the opportunity for multicultural marketing. By Marc S. Pritchard – Chief Brand Officer at Procter & Gamble
Latina focused Storytelling Guide [REPORT]
The guide, incorporating insights from SeeHer, NBCUniversal, and Telemundo, features key questions to illuminate the immense opportunity that lies in genuine representation of Latinas and encourages storytellers to address potential blind spots and unconscious biases, as well as language and cultural nuances.
2021 Diversity Report [REPORT]
Shutterstock has just released their 2021 Diversity Report, where they analyze the responses of over 2,000 marketers worldwide, to understand how the latest social events around the world impacted visual content trends, and give us valuable insight into the ways in which diversity takes protagonism in creative imagery and visual communication moving forward.
2021 Multicultural Excellence Award Winners
Now in their 21st year, the awards recognize client-side marketers and their agency or media partners who produced multicultural advertising campaigns between June 2020 and June 2021. The winners of this year’s competition, open to both ANA members and nonmembers, were announced last night during a dinner celebration at the annual ANA Multicultural Marketing & Diversity Conference in San Diego.
The not so hidden problem with big data sets
There’s been a lot of energy and excitement in media circles of late about the future of measurement and the promise of big data. At Nielsen, we’ve long understood the value of big data, in fact just last month we announced additional details around how we are adding it to our national TV measurement service.
Hispanics’ Consumer Confidence Remains Steady in Third Quarter
Consumer confidence among U.S. Hispanics remained mostly stable in the third quarter, despite the supply-chain crisis, increased labor movement activities, and other economic turmoil.
Sales & Marketing Executives of Puerto Rico announce winners of “Premios a la Excelencia en Mercadeo 2021″
The Sales and Marketing Executives of Puerto Rico announced the winners of their “Premios a la Excelencia en Mercadeo 2021″.
Media matchmaking: Find the media environments that best fit your brand
It’s important to have clear brand positioning, executed consistently across all touchpoints. But which media brands can best amplify your personality?
Advertiser Playbook [REPORT]
As the end of 2021 comes into focus, the ripple effects of the pandemic aren’t the only disruptive factors for advertisers to contend with. Channel fragmentation, privacy, ad avoidance and social responsibility are additional considerations that affect everything from marketing strategy to channel choice to message tone.
Why Addressable TV and CTV Need to Coexist in a Cross-Screen World
It is hardly a secret that the television advertising landscape is rapidly transforming as consumers’ viewing habits become less straightforward. Audiences can access their favorite shows on traditional pay TV or across any number of digital touchpoints, like streaming services or network apps.
Holiday 2021 – A Season of Comfort and Concern
Our annual holiday survey revealed that nearly two-thirds of U.S. consumers expect their 2021 holiday season will be more like it was in 2020, during the pandemic, than it was in 2019.
Holiday Spending Reflects Continued Consumer Demand
Consumers plan to spend $997.73 on gifts, holiday items and other non-gift purchases for themselves and their families this year, according to the annual survey released by the National Retail Federation and Prosper Insights & Analytics. Despite the continued supply chain disruption, this is on par with consumer spending last year.
Special Olympics launches First-Ever Fitness Campaign aimed at Hispanic Athletes With Intellectual Disabilities
For the first time in its over 50-year history, Special Olympics launched a fitness campaign aimed at Hispanic athletes with intellectual disabilities. The campaign, Escuela de Fuerza, which translates to School of Strength, drops at a key moment during the pandemic when many athletes with intellectual disabilities are working out from home to avoid public spaces.
Disclosure of US Board Diversity Soars
Companies are disclosing the racial and ethnic composition of their boards at a record rate.
Univision announces 87 New Open Positions Exclusively for Its News Division
Univision Communications Inc. announced 87 new open positions at Univision News, the company’s news division. The new job openings are centered in the production of news, and include reporters, anchors, and correspondents, as well as producers, editors, operators, and technicians, and will accelerate Univision’s evolution to become the largest Spanish-language media company in the world.
Agency Management As a Risk-Management Advantage
Ten ways scope-management and performance-evaluation programs can help brands assess and mitigate risk
