Endorsement deals & influencers: cons & pros
By Gonzalo López Martí Creative director, etc. / LMMIAMI.COM
- As you well know, dear reader, I’m a firm believer in the power and traction of social media influencers.
- Back in the pre-social media age, when we used to call them celebrity endorsers, they tended to be frowned upon under the logic that they could outshine the actual hero of an ad campaign: the product.
- It was not unusual to end up with aided and unaided recall surveys of campaigns in which the celeb was more remembered than the brand.
Heineken unveiled a new integrated global marketing campaign known as “There’s more behind the star.” Consumers are invited to discover the authentic product stories that are the foundation of an iconic global brand.
Consumer packaged goods (CPG) companies often operate on long held implicit orthodoxies—certain “truths” that dictate how they approach consumers, and how they make decisions. Now, in an increasingly volatile age, there are a number of new truths.
“Mobile is Everything” – the tagline for this year’s Mobile World Congress is particularly apt given the conference, now in its 29th year, has swelled to a 100k+ attendee juggernaut that does actually cover “everything”.
An industry association leader recently told me that the complexity of digital marketing was reaching the breaking point. Advertisers are questioning whether the added complexity is worth it, and asking for a fix. Is it really that complicated? If so, why? 
Ever wondered how Programatica Buying works?
Radio leads all other platforms when it comes to weekly reach (93%) among adult consumers – and with new insights available to compare radio to other platforms on a regular basis, it’s clear that radio is an integral part of media consumption for millions of Americans.
Fuse, a national television network for Latino and multicultural 18-34 audience, will premiere FIRST FRAME: THE EMERGING LATINO FILMMAKERS, an original special showcasing film shorts produced and directed by rising Latino filmmakers. The special will air on March 4 at 4 p.m. PT/ET.
Tecate announcedit has entered 2016 as the exclusive beer and presenting sponsor boxing’s biggest star, current WBC, RING Magazine and Lineal Middleweight Champion and Golden Boy Promotions fighter, Canelo Alvarez.
Eve of Change: Women Redefining Corporate America examines the influence of women’s leadership in today’s global economy and provides insight into how the intersection of gender, race, ethnicity, culture, and sexual orientation impacts women in the workplace.
Hispanic and black parents place high value on a college degreeToday, 86% of Hispanic parents and 79% of black parents with children under 18 say it is either extremely or very important that their children earn a college degree. By comparison, about two-thirds (67%) of white parents say the sam
The new edition of the Habanos Festival will feature an outstanding international musical line-up.
But will the power of the Star Wars and other “event movies” continue to lure Gen Z?
Price and product have become less important business differentiators, while quality and consistent experiences have become more important competitive differentiators. Consumers now hold the power and demand to be met on their own terms.
For brand marketers, tracking social data is not a new trend or strategy. Some research shows that marketers have tapped into social analytics and use it with clear business objectives in mind, as explored in a new eMarketer report, “Social Listening for US Brands: Deriving Actionable Insights from Conversations.”
The 2020 census could be the first in which most Americans are counted over the internet. In fact, if all goes as planned, the Census Bureau won’t even send paper questionnaires to most households.
Millennials, the Holy Grail of current marketing, are dedicated Pinterest users.
Ahead of entertainment’s most exclusive and glamorous night of the year, a new study demonstrates just how exclusive film and television can be when it comes to women, people of color and the LGBT community. The results reveal that the prequel to #OscarsSoWhite is #HollywoodSoWhite.
The Pepsi team, uniting thrilling international talent from top clubs, will spark excitement throughout the year with a new integrated global campaign, the Pepsi Blue Card (#BlueCard).
Allison+Partners has released its inaugural Influence Impact Report, which explores the dynamic forces that shape and drive consumers in an active ecosystem of influence.
