Article placement: Top News

Marketers Will Seize the Customer Experience by 2020

A study of nearly 500 chief marketing officers (CMOs) and senior marketing executives from around the world conducted by The Economist Intelligence Unit (EIU) on behalf of Marketo, Inc., reveals that 86 percent of marketers say they will own the end-to-end customer experience by 2020.

5 Trends That Are Indicators Of Pending Change [INSIGHTS]

We just ended Q1 of 2016, and now we’re into the “Day” promotional spike season centered on Mother’s Day, Father’s Day, Graduation Day, etc. What we saw over the holiday and in Q1 was a concerted shift in use, practice and engagement across the board — but many of these shifts have upstream and downstream impacts on how we think of marketing today.

Whatever Happened To Frequency Capping? [INSIGHT]

Sometimes in marketing and advertising you have to put out a question and admit that you’re not the best-placed person to answer it, but it’s worth asking all the same. As Samsung is crowned the most advertised brand on British television for March with 2486 ad minutes across 3,535 spots, is it only me wondering, is that a good thing? Or put it another way, the question I routinely drive my family mad with — what on earth has happened to frequency capping?

Bianco named EVP & GM of República

República announced the appointment of Anthony Bianco as executive vice president and general manager, a newly created position to manage the agency.

Richards/Lerma launches new campaign for Encanto Pops

The insight behind the campaign is very similar to the brand’s promise, “Authentic Mexican Flavors. The daring campaign makes reference to the brand’s Mexican origns with a risky tone that breaks through the clutter.

We Save Lives “Reflections from Inside”

The campaign, created by Y&R Miami and produced by Paraná Films, Vaporpost and Mokoh Music, features a long-form online film showing the reactions from patrons at a bar bathroom who are faced with the reflections of Kris Caudilla, a convicted drunk driver currently serving 15 years for vehicular manslaughter in a Florida prison.

The Power Of Tribes In Sports

Tribes were best explained in author Seth Godin’s 2008 book of the same name, when he described them plainly as “any group of people, large or small, who are connected to one another, a leader, or an idea.” By this definition, everyone you know is a participant in countless tribes.

The Demise Of Brand-Building [INSIGHT]

And one of the challenges of change is to filter what is happening now from what is important. This is a challenge we face in our everyday lives (I want to check “Clash of Clans” now, but getting my weekly MediaPost contribution written is important!). It is a challenge we —  people in the marketing ecosystem — face all the time.

“Ponle Acento” to 2016 MLB

The 2016 season fror Major League Baseball’s Spanish-language campaign “AQUÍ” (literally, “HERE”) showcases how Latino players have put their mark on the game both on and off the field.

Lifelong Learning and Technology [REPORT]

A large majority of Americans seek extra knowledge for personal and work-related reasons. Digital technology plays a notable role in these knowledge pursuits, but place-based learning remains vital to many and differences in education and income are a hallmark of people’s learning activities

The aspirational delusion.

By Gonzalo López Martí    – Creative director, etc.  /  LMMIAMI.COM

  • I once asked the marketing manager of a massive global brand whose responsibilities included the largest Spanish-speaking country in the world why their campaigns aimed at said nation always depicted upper class Caucasians when the vast majority of their customers is working class and “ethnic”.
  • This individual was, pro’bly still is because he proved to be very good at it, in charge of marketing efforts for the type of edible product you buy with chump change you fish from the bottom of your pocket.

NBCUniversal Hispanic Group launches “Movimiento” social movement to expose the next generation of multicultural storytellers

NBCUniversal Hispanic Group announced, “Movimiento” a social-first movement based on CultureFirst™– a first-of-its-kind report on U.S. Latinos from NBCUniversal’s consumer insights practice, The Curve Report, in collaboration with Telemundo – research findings exposing the next generation of multicultural storytellers, artists, filmmakers, social media stars and more.

How Advertising Works Today

The Advertising Research Foundation (ARF) announced the findings from its How Advertising Works research, based on over 5000 campaigns, 12 years of data, and $375B in advertising spend in 41 countries across over 100 categories.  

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