Consumer packaged goods (CPG) manufacturers that walk into retail buyer meetings fully prepared are more likely to walk out with their products on the shelf. In today’s competitive market, that means coming equipped with the right knowledge to discuss your product goals and achievements with confidence.
In recent years, much has been written about the traditional ad agency model’s shortcomings. So many articles have been published about “the death of the traditional agency,” “the agency of the future,” and the need for agencies to “evolve or die” that the inevitability of a transition has been well-established. by Mark Duval – The Duval Partnership
MAGNA just published updated estimates and forecasts on US media owners’ net advertising revenues (NAR). It reveals that advertising sales reached a new all-time high in 2018, at $212 billion. Advertising spending grew by almost +10% (+9.6% exactly), driven by the robust economic environment and cyclical ad spend (Winter Olympics, FIFA World Cup, Midterm Elections). It was the ninth consecutive year of growth and the strongest growth of the twenty-first century, exceeding the performance of 2016 (+9%).
“Never be afraid to speak up and ask questions. Listen to every person in the room, not just the ones you think might have the right answers. Be fearless, hardworking and humble. The business world can be a tough place to maneuver, but I’ve found that those three qualities are pretty much always appreciated by both your team and clients alike.”
The marketing industry produces some of the happiest employees around. It’s a proven fact: According to a 2016 study conducted by Calif.-based staffing company Robert Half, marketing and creative professionals — in addition to having the highest interest in their work — are among the happiest employees in several different industries. And yet, marketing organizations are competing for talent with other industries, and sometimes losing out to industries perceived as more glamorous or which provide more favorable compensation packages.
When it comes to shopping, social media seems to have somewhat limited influence on parents’ purchasing behavior—but they’ll use it (and other online resources) for research.
The Telemundo Station Group announced that José Alberto Suárez has been named President and General Manager of the Telemundo stations in Fresno (KNSO), Sacramento (KCSO), and Salt Lake City (KULX). In this role, Suárez will be responsible for leading all station operations including news/digital, sales, marketing/promotions, human resources, community affairs, and technology/operations.
The right music makes or breaks an ad. A carefully chosen song can enhance an ad’s memorability, emotive power, and informativity. A 2015 study by Nielsen found that ads that incorporated music performed better across four key metrics: creativity, empathy, emotive power, and information power. While licensing popular songs can come with a hefty price tag, music, the study points out, can deliver significant returns for brands.
Increased complexity has become the new standard in marketing. Increased complexity has been exploited to justify advertisers’ increased control over marketing and to marginalize ad agency involvement. Yet, brands continue to languish. The complexity trend needs to be reversed.
We bet that you got into the consumer packaged goods (CPG), sometimes referred to as fast-moving consumer goods (FMCG), business because you knew how to make a great non-durable, consumable product that you believe in and that people will love. But then you have that first meeting with a retail buyer, and all the buyer wants to know is if your product is going to increase retail revenue. And the buyer uses an array of words, terms, acronyms and metrics to describe exactly that: “if we bring in your product, what do you project your unit sales per million to be in the next quarter?” Or, “We see you already have placement in Midsize Retail Chain X. What’s the % ACV of your product in that channel?”
Brand and item ranking are important for both consumer packaged goods (CPG) manufacturers and the retailers that sell their products. Primarily, this ranking provides performance metrics for brands and individual products at the account and channel level. But it is also instrumental to gauging the size and opportunity of a market, and to enabling manufacturers to have more specific conversations with their retail buyers.
HispanicAd is proud to announce our 4th edition of Hispanic CMO, the most sought after publication in the US Hispanic Market, is available for viewing and download for FREE. Curated by Gilbert Dávila / Dávila Multicultural Insight and by veteran journalist Adam Jacobson. To download this year’s edition CLICK HERE.
According to a recent online survey conducted by Ipsos on behalf of Charlie Finance, 46% of women who are single/have never been married say that they would rather be in a relationship with someone who has bad credit (credit score below 500) over someone who has a tattoo of their ex (54%). Another 45% say that they would rather go on a first date with someone who has moderate credit card debt ($5k – $10k) over someone who doesn’t vote in political elections (versus 55% who disagree). However, six in ten (58%) say that they would feel less inclined to want to get married if their partner had a large amount of debt. Only a third (34%) believe that being in a serious relationship brings financial security (versus 66% who disagree).
Brandlive and IBM have partnered together to evaluate the state of companies using live and/or pre recorded video solutions. Last year, the report we released focused specifically on live video. The data gathered for this report comes from the responses of over 200 marketing, training, and sales executives across multiple industries.
NBCUniversal Owned Television Stations, a division of NBCUniversal, announced that Todd Mokhtari has been named President and General Manager of NBC 7 / KNSD and Telemundo 20 / KUAN, NBCUniversal’s local television stations that serve English and Spanish-speaking audiences in San Die
Once upon a time, TV was the undeniable gold standard for advertisers. No other medium could deliver TV’s reach, effectiveness or creative possibilities. Today, the plethora of media, channels and devices consumers use pose a challenge for advertisers and media planners. Which of these platforms deliver the greatest reach? Which ad formats are most effective? How can brands engage consumers with relevant messaging and creative? By Adriana Waterston, Horowitz Research
We all know the age-old adage: If a tree falls in the forest and no one is around to hear it, does it make a sound? So, too, it goes with innovation in digital transformation. If a bright new technology is developed, but the right audience never sees it, will it really make an impact? As we’ve seen with numerous technologies—for instance, Virtual Reality —the answer is no (for now). Innovation, in and of itself, will rarely lead to success. Innovation needs marketing to create disruption and purpose in real life. By Daniel Newman
Despite early warning signs of a global economic slowdown, the possibility of a recession is not keeping most advertisers up at night. Ad spending will continue to rise across the globe, with digital driving most of the growth. That said, total media and digital ad spending growth rates will be weaker than they were in 2018, but that’s indicative of a market in transformation rather than budgets tightening.
By Gonzalo López Martí – Creative director, etc / LMMiami.com
A small number of innovative chief marketing officers (CMOs) are helping their organizations generate shareholder returns 11 percent higher than those of their industry peers by delivering hyper-relevant customer experiences, according to a new report from Accenture.
