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Two important benefits of brand purpose

Laurence Green does not believe that we have reached “peak purpose”. As he wrote in a recent opinion piece his experience of judging Best Use of Brand Purpose at the 2017 WARC Awards led him to conclude that purpose was alive and well.  by Nigel Hollis

Merging Tables and Aisles [REPORT]

For more than 100 years, the share of money Americans spent at the store for the food and beverages they would later eat at home remained fairly constant. But change is inevitable, and our habits have finally started to shift.

Does teamwork really work? Part 3

By Gonzalo López Martí – Creative director, etc. / LMMiami.com

  • Oddly enough, as much as our culture pays lip service to teamwork, we tend to end up paying groupie tribute to illuminated individuals.
  • It is not uncommon in the marketing & advertising racket, for instance, to let one creative director take all the credit for a successful campaign in which dozens of people took part.
  • Happens in all walks of life.
  • It is an ancestral human atavism.
  • Our brittle brains seem to be wired that way.

Consumer Confidence Wanes In 2018 [REPORT]

ThinkNow Research announced even though consumers experienced greater employment and steady or slightly increased income last year, they are less optimistic about the economy in 2018.

Delivering through diversity [REPORT]

Awareness of the business case for inclusion and diversity is on the rise. While social justice typically is the initial impetus behind these efforts, companies have increasingly begun to regard inclusion and diversity as a source of competitive advantage, and specifically as a key enabler of growth. Yet progress on diversification initiatives has been slow. And companies are still uncertain about how they can most effectively use diversity and inclusion to support their growth and value-creation goals.

For Some Millennial Women, the Search Starts at the Mall

The changing face of the American mall points to consumers’ shifting priorities and tastes. But while malls may be taking on a different kind of identity, there’s at least one consumer segment that still favors that traditional shopping experience: millennial women.

How Department Stores Are Experimenting to Survive

In the latest episode of eMarketer’s “Behind the Numbers” podcast, analysts Yory Wurmser and Krista Garcia talk about the challenges faced by the department store sector, and what creative retailers are doing to adjust to new consumer habits and preferences.

Wordwide Social Users Estimates

One in three people—2.48 billion—worldwide used a social network in 2017, eMarketer estimates. Rising social network use in emerging markets in Asia-Pacific, Latin America and the Middle East and Africa drove an 8.7% gain over 2016.

Consumers Want Brands to Take a Stand

Conventional wisdom has long dictated that companies avoid taking a political stance on issues for risk of alienating—or outright angering—potential customers.

When Influencers Are A Good Influence For The Wrong Reasons

A few weeks ago I wrote about being authentic and genuine, both as a brand and a person. Unfortunately, there’s a downside to always being authentic, because that can lead to incredible rudeness.  How do you balance “being yourself” with being professional in the workplace?

Marketers Miss Opportunity to Boost Brand Effectiveness [REPORT]

Kantar Millward Brown released a new AdReaction study that examines the global state of multichannel advertising campaigns. AdReaction: The Art of Integration guides marketers on how to best navigate the myriad channel choices and ad formats, while delivering effective, integrated campaigns, well understood across channels by consumers.

The Ever-Changing Face of Advertising…Changes Yet Again

In the 2018 RSW/US New Year Outlook Report, it unearthed a significant shift in the market that might have bigger, full service shops a bit concerned.  Today, more so than years past, marketers are looking to fill voids left by specialty agency talent in their roster shops at what could be considered an alarming pace.

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