Beyond a surprising comeback by the Patriots and a never-before seen overtime game, Super Bowl 51 delivered many life and business lessons for us to treasure. By Lili Gil Valletta, Entrepreneur and Cultural Innovator
Myriad market forces are impacting the pharmaceutical industry — from technology to globalization to pricing to talent management. C-Suite executives from various industry segments provide their insights on how they are leading their organizations through an era of unprecedented transformation.
What is becoming clear, despite some new entrants, is that economic value is coalescing around a very small number of companies with respect to digital advertisers.
Audi, Anheuser-Busch, Airbnb and other Super Bowl advertisers risked controversy this weekend with ads that were seen as having a progressive edge. But how risky is it, really, for advertisers to take a progressive stance in a mass-market settin
AdReaction: Gen X, Y, Z study reminded me once again that the slow shift in people’s attitudes toward advertising places more emphasis on the need for emotionally-engaging content, rather than touting product specs and reasons to buy. It is not enough just to get your ad in front of someone; you need them to attend to it long enough that some impression sticks with them. by Nigel Hollis
Last week, the Doomsday Clock was moved from 3 minutes to midnight to 2.5 minutes to 12. Scientists believe that the chance of the world going up in a thermonuclear puff of smoke is the highest it’s been since 1953. This in the same week that Marc Pritchard, the global brand building officer from P&G, made waves by announcing that P&G, in effect, had moved the hand of the ad-spend doomsday clock to 12. High noon!
Donald J. Trump has been in office for less than two weeks and the level of anxiety it has brought upon our society is unlike anything I’ve witnessed. While most Americans hoped the president would unite the nation and lead the healing process after a highly divisive and contentious election, it is fair to say that he has not. By Tony Hernandez, CEO, Latino Broadcasting Co. and Founder, Immigrant Archive Project
Today, millions of Americans, nachos in front of them, groaned at the TV screen, sometimes because their favored team fumbled, and other times because the commercial was too mawkish, or dumb, or, and this is becoming the new reality, because it pushed their political buttons. By David R. Morse
By Gonzalo López Martí – Creatve director, etc. / LMMiami.com
The TV commercial titled “Best Friends” was developed under Honda’s ‘Power of Dreams’ strategy and is a follow up of the award-winning “Space for Dreams”, a previous CR-V spot created by Orcí.
This marks the second consecutive year that Bud Light breaks a Spanish-language ad during the Super Bow and this marks the first-time ever that Estrella Jalisco is featured in a Super Bowl ad.
2016 was rife with stories pointing out the decay of advertising. The saddest of those suggest we have lost our way. If so, the reason would be that the landscape has changed.
Sir Martin Sorrell announced at a conference I attended toward the end of last year that Zero-Based Budgeting (ZBB) was the biggest threat to the marketing and advertising industries that would bite in the next year, 2017. To be honest, I’m sure this is a worry for the country’s highest-paid executive, that huge mega contracts don’t just roll over but are instead replaced by brands commissioning work as and when needed. But what I’m discovering from smaller agencies is that it could be a godsend.
The lines between market research and marketing data are blurring. This really comes as no surprise, however. The convergence of these two disciplines was bound to happen at some point. While both industries are grappling with the implications of what this phenomenon means for the way they conduct research, startups shops are seizing the opportunity. By Mario Carrasco -ThinkNow Research
No brand or category exists in isolation from the world. To treat them as such is to miss one of the richest inputs into their success.
We know the following truths about Millennials: They are the most highly educated generation. They are digitally savvy. They work to live. By Karla Fernandez Parker – Sensis
Since the inception of our nation — and as recently as 2013 — lawmakers have periodically eyed advertising as a potential source of tax revenues because its long-term effects can make it seem more like an investment than an expense. After studying a wide array of research on the issue, two professors from Loyola Marymount University in Los Angeles have concluded that there is no basis for changing the current treatment of advertising as a short-term expense. By Erich Decker-Hoppen, director of communications for MASB
Interest in influencer marketing continues to increase—and prices are rising in tandem—but measurement capabilities haven’t kept pace.
The winning focus for any consumer packaged goods brand is stated in its name — the consumer. These brands, more than any other, are faced with the challenge of ensuring their consumers have an effective and seamless marketing experience. In light of this focus, the CPG brands that will reign supreme in the marketing landscape are those that move away from a multi-channel approach and begin directing their marketing power towards true omni-channel tactics.
Univision, UniMás, and Galavisión are once again on Charter Communications’ Spectrum systems nationwide. By Adam R Jacobson – RBR + TVBR
