Building a marketing organization that drives growth today
From the rise of online shopping channels to ad campaigns created for an audience of one, consumer marketing has changed more in the past ten years than it did in the previous 30. Despite that level of change and disruption, if you had put a few typical marketers from the 1980s into a time machine and sent them into the marketing departments of today, they would probably feel right at home. There might be a new IT department and a few other changes, but the job titles, structures, approach to performance management—even the vocabulary—would be remarkably familiar. By Raphael Buck, Biljana Cvetanovski, Alex Harper, and Björn Timelin
New research by the World Federation of Advertisers (WFA) has found that global brands have made major changes or are planning to make extensive changes to their media governance practices across a wide range of areas.
On Monday, August 21, 2017, all of North America will experience an eclipse of the sun. The solar eclipse path of totality will stretch from Salem, Ore., to Charleston, S.
Emojis reportedly work in email marketing. But people who use them in the office are seen as incompetent.
Social media is deeply embedded in our culture and has emerged as a leading indicator of overall media consumption. Its burgeoning power can be vividly seen when assessing the consumption patterns, habits and trends of Gen-Z. By Graeme Hutton
We get this question a lot. Truth be told, there’s no one simple answer; content creators can decide to pull the plug on a program for any number of reasons. Still, many cancellations reflect a lack of audience interest—or not enough interest to support the expense of producing the show.
The New York Latino Film Festival (NYLFF), presented by HBO, will make its triumphant return October 11-15 with the support of a stellar roster of new and returning sponsors.
The Hispanic Public Relations Association (HPRA) is proud to recognize the industry’s leading pioneer and journalist of the year at the 2017 HPRA National ¡BRAVO! Awards dinner at The Lotte New York Palace Hotel in NYC on Wednesday, October 11, 2017.
Brand marketers are always developing strategies that influence purchase intent. For the last decade or so, these marketers assumed that social channels such as Facebook, Twitter, Pinterest and Instagram are driving consumers to engage with brands and make purchase decisions.
In the 1970s and ’80s, agencies would seek to fulfill client business and marketing goals on TV by grouping prospects into broad descriptions of desired gender and age, say “women 18-45” for a new laundry detergent, with which they could negotiate with any one of the three — then four — broadcast networks. Frankly, although data has become the new lingua franca, this process is still very common.
So a couple of weeks ago I sounded off about Facebook’s plans to enable sound automatically in its New Feed. I suspect my reaction is not that unusual and that advertisers still need to think about how their video is going to communicate without sound. by Nigel Hollis
Investors have banged Twitter pretty hard of late. Criticized for flat user growth, the company’s stock has dropped as much as 13% during recent midday trading. Despite this, users in Latin America have made the platform an integral part of their social media consumption habits.
Bob Liodice, the President and CEO of the ANA, once said (and I’m paraphrasing here) that client CMOs are not sufficiently in charge of the activities of their agencies. He wasn’t chastising them but merely sending a word of caution that if clients expect more from their agencies, particularly in areas of transparency, they have to be more intimately involved in what they do and how they do it. By Mike Drexler
With Hispanics now spending at a higher rate on groceries and shopping perishables more frequently than other consumer groups, the Latino Food Industry Association (LFIA) announced its official launch to serve its members, and educate the public and policymakers on the contributions and significant impact being made by Latino-owned food businesses and purveyors on the national economy.
Whether people in the United States believe they can thrive economically in a digitally disrupted world depends strongly on the amount of education they’ve attained, according to a new survey. By Don Baer, worldwide chair and CEO of Burson-Marsteller
BOTTOM LINE: 2Q17 advertising likely grew around +5% in the United States during 2Q17 against despite a -1% decline in national TV advertising and double digit declines for many other media.
Multidisciplinary brand culture and communications firm (add)ventures announced that it has been selected as the agency of record for AOC Latin America.
