Agencies are a vital part of any effective marketing organization but all too often the right questions aren’t always asked in these partnerships. We asked members of the jury for the WFA’s Global Marketer of the Year what questions really need to be asked to ensure that both parties work together smoothly and to mutual … Read more
If there’s one thing audiences want when they tune in to watch a program, it’s to see stories and experiences they can relate to. That’s the basic premise of representation, and it can have a direct impact on viewership. It can also fuel an audience’s appetite to watch more content—a critical component to success in … Read more
The 2023 Edelman Trust Barometer reveals that business is now viewed as the only global institution to be both competent and ethical. Business now holds a staggering 53-point lead over government in competence and is 30 points ahead on ethics. Its treatment of workers during the pandemic and return to work, along with the swift … Read more
Lopez Negrete Communications and Hyundai Motor America announce first-of-its-kind anthemic brand work aimed at showing that no matter how far apart we might be, how different we may be, where we go or where we came from, it is the miles we spend together that are worth treasuring. The Las Millas que Nos Unen or … Read more
By Roxana Lissa – Multicultural Marketing / Hispanic Market PR Consultant It’s so great to be from Argentina these days, as we have been in the news a lot lately – for positive reasons this time. We finally won our third World Cup title, and Lionel Messi indisputably crowned himself as the best player in … Read more
Many people with high-pressure jobs find themselves unhappy with their careers, despite working hard their whole lives to get to their current position. Hating your job is one thing – but what happens if you identify so closely with your work that hating your job… Dan*, a partner at a major Boston law firm, was … Read more
The Federal Trade Commission proposed a new rule that would ban employers from imposing noncompetes on their workers, a widespread and often exploitative practice that suppresses wages, hampers innovation, and blocks entrepreneurs from starting new businesses. By stopping this practice, the agency estimates that the new proposed rule could increase wages by nearly $300 billion … Read more
Total unit sales of U.S. discretionary general merchandise in 2022 were 7% lower than the prior year, and sales revenue fell 2%, according to The NPD Group. The year closed with a similarly lackluster holiday shopping season. However, December retail sales revenue reached parity with December 2021, which could be seen as a strong finish, … Read more
The Axis Agency announced it has launched Brand + Diversity Consulting (BDC), a strategic consulting practice dedicated to helping brands solve the biggest equity gaps that continue to affect multicultural populations. BDC will specialize in the healthcare, finance, and education sectors, where the need is greatest. BDC’s team of marketing strategists and cultural navigators, together … Read more
The news: A majority of companies polled by R.R. Donnelley & Sons (RRD) plan to either increase or maintain their marketing budgets this year. 54% of companies surveyed expect an increase in their marketing budget, while 29% expect it to stay the same. This goes along with what we’ve seen in other studies: generally positive … Read more
The Media Sales Report studies the landscape over the past year, including the expectations for sales managers and the strategies deployed by media salespeople to assess their effectiveness across five key topics: Sales Department (Structure, People, Compensation) Learning and Development Setting Appointments and Sales Process Sales Enablement Industry Outlook and Culture To download report, CLICK … Read more
Círculo Creativo USA announced that Virgilio Flores has been chosen as its new president for the 2023-2024 period. A Creative Director at ALMA, Virgilio has worked on various multinational accounts for the past seven years and has also won important awards at international festivals. Círculo Creativo USA’s new president emigrated to the United States from … Read more
NBCUniversal Telemundo Enterprises and the U.S. Soccer Federation announce a multimedia rights agreement that will make Telemundo the new exclusive Spanish-language home of the Women’s and Men’s National Teams across all platforms, including Peacock, in the United States. “Building off the momentum of a historic World Cup 2022, we are proud to partner with the … Read more
At a time when there’s pressure to cut marketing budgets for short term gain, Jon Webb, Managing Partner at Gain Theory explains why this can sacrifice revenue and profit both immediately and in the future. The question of how long it takes for advertising to pay back is a pertinent one for marketers currently. With … Read more
By Antonio Wanderley – CEO Latin America, Spain, Asia Pacific and Africa, Media Division Our industry finds itself on the cusp of an inflection point as the VOD businesses that disrupted the linear TV model diversify their operations, which is interestingly a familiar pattern we can trace back in time. In the not-so-distant past, Pay-TV … Read more
By Gonca Bubani – Global Media Domain Director, Insights Division The rise of social media platforms means a growing cornucopia of media channels available to consumers and marketers. While more traditional media channels such as print, television, and point-of-sale continue to serve brands well, in today’s landscape it’s vital for brands to stay up to … Read more
Mirror Digital is elevating its leadership within the company’s growing branded content division. Carmen Kwong, former Director of Sales Planning and Digital Strategy, has been promoted to Head of Integrated Programs, and Mariott Sanchez has been elevated from Associate Director to Director of Integrated Programs. As the first Black-owned digital media company to support multicultural … Read more
Canela Media announced a second season of its highly successful original reality series ‘Secretos de Villanas’, as well as an all-new spin-off series ‘Secretos de Protagonistas’, both of which are slated to premiere in 2023. “We are thrilled that ’Secretos de Villanas’ and the six iconic telenovela superstars featured in the series were so well … Read more
By Nigel Hollis The whole point of marketing is to influence purchase decisions, so marketers need to understand how people make choices and work with people’s inclinations not against them. Based on academic research and my experience of working on thousands of brand campaigns, I have identified four fundamentals of effective brand advertising. Our decisions … Read more
According to Global Agency Remuneration Trends, perceptions of value provided from relationships are up five percentage points since the last such study in 2018, to 17% among those agreeing “most strongly” with the statement “I feel that I am getting value for money from my agencies”. Compared to the WFA’s first such study in 2011, … Read more
