Article placement: Top News

What Trends Are Marketers Trying This Year?

US marketers are interested in trying several marketing trends this year, according to research. More than half said they are drawn to personalized and intent-based marketing.

Meddling With Models [INSIGHT]

Recently a media buyer asked me, in the course of a presentation, whether certain insights were modeled. It’s a good question, sort of.  When I qualified the answer, telling him that the network in question had 30% return paths, and a census of declared data based on actual customer addresses, he repeated the question: Sooo it’s a model, (becoming terse) right!?  Yes, but … this model, in the grand scheme of things, was very predictive.

Have We Overrated The Millennial Consumer?

Last year, it was reported that advertisers spend a whopping 500% more targeting millennials than all other age groups combined.  But what if the advertising industry targeted the wrong demographic?

2015 U.S. Book Industry Year-End Review [REPORT]

We’ve all heard the saying “Everything that’s old is new again.” In the book realm, that statement couldn’t ring more true, as sales of traditional print books increased almost 3%, while sales of e-books dipped.

The Five Golden Rules of Job Reference Etiquette

It makes good business sense – and is respectful professional etiquette – to stay in touch with your former bosses, says Allison & Taylor, the nation’s oldest professional reference checking firm.

ANA Multicultural Excellence Award Winners – Catching Up with Johnson & Johnson

Since 2001, the ANA has made it an annual tradition to honor marketers and agencies that produce outstanding multicultural advertising campaigns with the ANA Multicultural Excellence Awards. Each year we hear that the quality of the advertising gets better and better! A true testament to the work that goes into creating extraordinary, and quite often, emotional ads that make a brand memorable. One of the most impactful ads I’ve seen is “#HowWeFamily” by Johnson & Johnson – the 2015 Grand Prize Winner of the Total Market category! I recently caught up with Vivian Nasamu-Odior (pictured), Brand Manager of Communications OTC Pain Brands at Johnson & Johnson, who worked on this wonderful representation of Total Market to find out what the impact of winning the award has had on J&J.  By Janine Martella, Director of Committees and Conferences at the ANA
 

Hispanic Agencies Aren’t Fading; The Ones That Evolve Are Getting Stronger [INSIGHT]

A recent post in this publication, “Why Hispanic Agencies Are Fading,” grabbed my attention and, I am sure, the attention of many of my colleagues in the Hispanic advertising agency business.  Although I agree with many of the points expressed in the post, I don’t agree with the conclusion. Hispanic agencies are not fading. In fact, the good ones are evolving in lock step with a dynamic consumer, and getting stronger amid a fast-moving industry.  By Lee Vann / Captura Group

2016 BrandZ Top 100 Most Valuable Global Brands [REPORT]

The 2016 report shows how brands that are leading in innovation have disrupted conventional ways of doing business. Some innovative brands have risen to the top of the ranking and others have just made the list. We also demonstrate how strong brand value helps brands stay in the Top 100 year after year.

Latinos Increasingly Confident in Personal Finances

Latinos have become considerably more upbeat about their personal finances and optimistic about their financial future since the Great Recession, according to newly released results from a national survey of Latino adults. The survey also shows that Latinos have pulled even with the general U.S. population in their views of their personal finances and continue to outpace them on optimism about the future.

2016 Premios Juventud VIP Tour with Unilever As Official Sponsor

Univision and Eventus announced the dates and lineup of the artists who will headline the 2016 Premios Juventud VIP Tour (PJ VIP Tour), with Unilever as official sponsor, a series of private concerts with performances by today’s leading Latin music stars, including past Premios Juventud nominees and winners.

Playing catch-up: How to partner with the retailer of the future [INSIGHT]

There’s no denying that the balance of power in the consumer industry has tilted. Retailers have the advantage over consumer-packaged-goods (CPG) manufacturers—and retail buyers are deftly using their leverage at the negotiating table. Retail buyers are more sophisticated, more analytical, and more demanding than ever.  By Kari Alldredge, Brandon Brown, and Max Magni

Strategic Planning That Produces Real Strategy [REPORT]

The email arrives and your jaw clenches: It’s planning time again and there’s nothing you can do about it. No matter what else is on your plate, you know that the next month or so will be dominated by filling out templates and sitting through endless planning sessions. The irony is that you have some strategic ideas you’re really excited about but you figure you’ll have to work the back channels to get them in front of the right people. Previous experience has taught you that your company’s formal planning process is where the best ideas go to die.  By Mark Judah, Dunigan O’Keeffe, David Zehner and Lucy Cummings

The Ultimate Disruptor [INSIGHT]

When a disruptor invades a market, a predictable ritual ensues. The invader makes threatening, exaggerated claims. This is the chest-thumping, attention-seeking stage. And the attention it seeks is media attention. Which duly follows. The prey will either publicly shrug it off, pointing out to the same media the strategic changes they’d made recently to address the very shortcoming being exploited (guaranteeing more media attention), or they’ll play the insouciance card, pretending to ignore the interloper, while working desperately undercover to determine if the problem is real.

Digital, Discerning And Demanding, Millennials Are Forcing Better Creative [INSIGHT]

The highly coveted millennials. The next wave of influencers. The ones who will define luxury, style, culture and even politics. No generation has a more sophisticated or developed sense of storytelling and film making. They’ve grown up with editing software at their fingertips, 1080p HD video cameras on their phones and high-production value everything.

Sprint featuring… oh you know, just DAVID BECKHAM [VIDEO]

“Whistle” launches tonight with a fully integrated effort for both the General and Hispanic markets, including an epic :90 online version just in time to kick off the Copa America tournament. Or – as we soccer aficionados call it – “let’s use all our personal days month.”

Millennials May Not Be As Progressive As You Think

Millennials are the most diverse adult generation in U.S. history. They are only 56 percent white compared to about three-quarters of Baby Boomers.  This truly substantial change is being driven by Hispanics, who comprise 11 percent of the Baby Boomer population, but nearly a quarter of Millennials.  By David Morse / New America Dimensions

B-to-B Marketers Must Step Up Efforts to Succeed: ANA [INSIGHT]

Business-to-business marketing executives must combine strong leadership skills with deep marketing experience to clearly establish their companies’ competitive advantage, which will allow them to increase their influence and play key roles in driving sales, boosting brand awareness, and increasing customer loyalty.

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