Shrinking media budgets, aggressive growth goals and ever-complex marketing needs are causing a shift in the brand-agency relationship. In their bid for self-preservation, brands are streamlining spending and in-housing capabilities.
Successful personalization at scale requires four elements working in tandem. Here’s how marketing leaders build the operating model to make that happen.
NGL Collective, the independent Latinx media and entertainment company co-founded by actor, John Leguizamo, announced its acquisition of Hispanicize Media Group (HMG), producers of Hispanicize, the largest and most iconic event of its kind which features a roster of top Latinx celebrities and influencers each year, owned and operated digital properties and proprietary social AI technology. NGL Collective’s acquisition of HMG rounds out NGL’s robust cross-platform Latinx offering spanning media, production, social and live events delivering advertisers the most comprehensive set of Latinx marketing tools in the industry.
Pluto TV announced the launch of Pluto TV Latino, a new, dedicated category debuting on the platform featuring a suite of linear Spanish and Portuguese-language channels. The debut of Pluto TV Latino also denotes the first offering of its kind to be introduced on a major ad-supported OTT platform.
Businesses of every kind must prepare for the “consumer factor” — taking into account a customer’s values when addressing issues such as the #MeToo movement, security breaches, racial discrimination, and a whole host of other concerns that have become all too common in today’s business climate.
Businesses are failing to lock in long-term growth, according to new research from Kantar.
Retailers’ digital ad spend parallels that of the overall US digital ad market this year, growing 19.1%, according to our latest forecast. For this industry, mobile and search advertising dominate ad spend allocation.
It’s time for women and girls to get the attention they deserve — especially when it comes to female athletes. When was the last time you remember a women’s team receiving just as much attention as the men’s? Probably never. SeeHer, a movement to increase accurate portrayals of women and girls in advertising and programming, is changing this.
To work effectively with machines, marketers need to set up guardrails, then let the machines crunch the data and the humans focus on creativity and personalization.
Consumers’ choices in term of where, how and why they buy are redefining retail and creating a new playbook for the industry. NRF’s Consumer View is a recurring look at the consumer forces that are shaping retail.
Whether you are a brand, publisher, or marketer, IAB has put together six relevant tips to help your business thrive in the direct brand economy
Univision announced that Julissa Bonfante has been promoted to vice president, Content Publicity, effective immediately. Bonfante, who has been serving as director of corporate communications since 2016, will continue to be based in Miami and will report to Rosemary Mercedes, executive vice president and chief communications officer of Univision.
A superlative generation in many regards, Generation Z is on track to be the largest, most ethnically diverse, and financially-powerful generation ever. In the coming years, their distinctive habits will play an outsized role in shaping American culture and commerce.
Nearly three-quarters (72%) of industry sectors experienced an increase in disruption over the past eight years, leaving US$41 trillion in enterprise value (market capitalization + net debt) exposed to disruption today, according to a new report from Accenture.
The beverage market has evolved rapidly over the last three decades specially in the US, and has never moved as quickly as it does today. With a plethora of new brands available and with them, new categories emerge and existing category lines blur.
The Global CMO Growth Council unveiled a leadership roadmap for driving business and brand growth with the specific goal of increasing revenue for marketers worldwide by one percentage point, or more than $500 billion, over the next three years.
Marketing’s big opportunity is here. CEOs are turning to marketing to drive their company’s growth agenda, and they’re giving CMOs the runway and support to do so.
The sheer number of rainbow avatars from brands as I casually scrawl through Twitter is my first indication of how the annual Pride celebration is now fully mainstream. This is the first year I can recall Pride being a ubiquitous brand activation opportunity. In the wake of the 50th anniversary of the watershed Stonewall Uprising that is mostly credited with launching the gay rights movement the fact that brands are present in the celebration is a testament to how far we have come. Brand engagement with the LGBTQ community for Pride Month is coming into its own but still has room for meaningful impact.
It’s no big news that small agencies are winning in the current advertising ecosystem. Neither is it a huge secret why they are winning. But how should agencies—of any size—factor this trend into their positioning? by Mark Duval – Duval Partnership
Today, the amount of health-related data is skyrocketing. According to IBM, it doubles every three years and will double every 73 days by 2020. In the right hands, this information represents an expanding resource that can be mined for answers to some of our most pressing health issues. It can also be used to improve and refine marketing programs that enhance patient experiences and motivate people to take an active role in their health care.
