We Are All Activists
TBWA’s cultural insight studio, Backslash, released a report identifying a new modern era of American activism, coined Pan Activism. In a nationwide research study, conducted with strategic brand research consultancy Hall & Partners, it was found that 85 percent of Americans took some form of activism in the past year, such as conversing with those who have differing beliefs or donating to a local business or national tragedy. The findings indicate that modern activism is no longer defined by fringe groups with singular big battles but it is more mass and characterized by small, everyday actions.
Despite a long and relatively steadily improving economy, consumers remain so focused on value that pricing remains retailers’ most pressing business worry.
Here, Duncan Southgate, Global Brand Director, Media, explains why marketers should always look beyond simple, generic rankings when deciding which media channels to use.
For Millennials and most modern consumers, television has been a key part of our daily lives — whether it’s looking forward to relaxing and watching a show after a long day at work or cheering on a favorite sports team during the playoffs. However, the rise of technology has changed the way people consume visual content, making it tough for television to compete with the digital world. Could television really be dying a long, slow death? Here are four reasons why digital media is causing the death of television and why marketers should ditch television for digital media.
Navigating the fast-moving consumer goods (FMCG) landscape has become difficult. It’s not just the consumer path-to-purchase that’s grown in complexity. The playing field for manufacturers and retailers has evolved as well. Notably, for the first time since 2009, the total number of brick-and-mortar stores in the U.S. has declined. As we’ll review a little later, this hasn’t affected all channels to the same extent, but it does highlight the importance of handling product assortment and distribution with utmost efficiency.
The imperative to compete on the basis of customer experience is heightening the job security risks of chief marketing officers who are struggling to keep up with new digitally driven ways to engage, satisfy and enrich the experience of more mobile, savvy and fickle consumers.
How much time do American consumers spend each day with their multimedia devices, tablets, computers, AM/FM radio, TV, or their smartphones? By Pierre Bouvard
The fast-moving-consumer-goods industry has a long history of generating reliable growth through mass brands. But the model that fueled industry success now faces great pressure as consumer behaviors shift and the channel landscape changes. To win in the coming decades, FMCGs need to reduce their reliance on mass brands and offline mass channels and embrace an agile operating model focused on brand relevance rather than synergies.
Yes, the 72-million strong Millennial generation is coming into their own and are starting to buy stuff. Enamored marketers are salivating (or running scared) at the prospect of serving them. Older marketers, and students of consumerism, remember the defining impact of the last mega-generational cohort, the Baby Boomers; how they shaped consumer trends, created categories of products and services, and generally made or broke one’s business success. By Stephen Palacios, Principal, Ahzul
Univision Communications Inc. (UCI) announced that Liz Blacker has been appointed to SVP of Branded Content Revenue. Effective immediately, Blacker will be based in New York and report to Lisa Valentino, EVP of Revenue Innovation for UCI.
By Gonzalo López Martí – Creative director, etc./LMMiami.com
Miami-based independent marketing communications firm CCOM Group announced the rebranding of its business to represent the fluent and ‘always-on’ nature of today’s culture and the agency’s relentless effort to help clients authentically navigate this new and evolved space.
Despite the headlines about digital disruption in financial services, big banks are actually holding their own. Globally, financial-services revenues have grown 4 percent annually over the past ten years (thanks largely to growth in emerging markets), and fintech start-ups and large tech companies have so far captured only tiny slivers of market share.
