Ad Agency

WPP Merger Reflects Larger Trends Gripping the Ad Industry

When WPP announced in October that it would merge two of its largest agencies, Wunderman Thompson and VMLY&R, to create VML, the move put a much brighter spotlight on the consolidation that's been sweeping through the ad industry.

Casanova//McCann appoints Karla Acevedo-Chazaro as Chief Client & Operations Officer

Ingrid Otero-Smart, President/CEO of Casanova//McCann, announced the appointment of Karla Acevedo-Chazaro as EVP, Chief Client & Operations Officer, effective immediately.

Agency Searches and Reviews: What Type of Consultant Is Right for You?

As a result of that comment and queries from several marketing and procurement clients about different types of internal and external consultants to help manage the complexities and intricacies of important, high-stakes agency reviews or searches, we are outlining the differences.

MEL announces New Leadership hires

MEL (Messianu/Edelman/Lerma) announced three new leadership hires in Strategy, Creative and Client Services. Omar Quiñones joins MEL as Chief Strategy Officer, Danny Alvarez as Executive Creative Director, and Jennifer Rangel as Head of Client Services. These three new appointments continue solidifying MEL’s integrated marketing communications offering for the U.S. Hispanic market.

The big themes for 2024

The WFA’s experts identify five areas for action in the year to come.

C-SUITE LEADERS FROM VOLKSWAGEN, CONSTELLATION BRANDS & PEPSICO TO HEADLINE 2024 HMC ANNUAL SUMMIT ON APRIL 10-11, 2024 IN NEW YORK CITY

The Hispanic Marketing Council (HMC) announced early bird registration is open for 2024 HMC Annual Summit on April 10 to 11 at Convene at One Liberty Plaza in New York City’s Financial District. In addition, HMC released the first round of C-suite headliners, including Pablo Di Si, President & CEO of Volkswagen Group of America; Greg Gallagher, Vice President of Brand Marketing, Beer Division Constellation Brands and Esperanza Teasdale, Vice President & General Manager of PepsiCo, who will showcase the culture-driven strategies that are yielding growth and competitive market share.

Lee Vann passes……

Lee Vann - Executive Chairman & Co-Founder of San Diego based Captura Group has passed. Que en Paz descanses.

In-housing set for rapid and continued growth at major multinationals

According to a recent survey conducted by WFA and The Observatory International, 66% of brands now have in-house agencies, with 21% actively considering one. According to that same survey, 70% already have strategic capabilities in-house and many plan to shift new tasks from external agencies over the next three years.

AI and the Future of Streaming Media Advertising

A few months ago, Tom Hanks warned that his likeness had been used in an AI-generated advertisement without his permission, yet another powerful reminder of what AI can now do. This was clearly a misuse of the emerging technology. However, AI can also serve a more positive role for both streamers and brands, providing powerful new ways to engage audiences and improve advertising performance.

Here’s How Indie Agencies Can Scale Despite Rising Labor Costs

Many indie agencies are now finding themselves as the dog that caught the bus. In the new efficiency-oriented market environment, they've successfully made the pitch to brands that a leaner and hungrier agency can deliver better performance with lower costs than the brand-name agencies that historically managed their marketing spend.

2023 Hispanic Market Thought Leaders – Available for DOWNLOAD for FREE

HispanicAd offers its annual report on key industry trends and honors the Top Marketing Executives with US Hispanic & Multicultural area. This report offers an depth analysis of the executives and their companies setting the standard of excellence for the US Hispanic Marketing industry.  Additionally, we are celebrating the 25th Anniversary of the Association of National Advertiser's - ANA Multicultural Conference.

2023 HMC – Hispanic Market Guide explores Inclusivity, Intersectionality, Trust, Bingeability in Entertainment, Media Consumption & More …. [DOWNLOAD REPORT HERE]

The Hispanic Marketing Council (HMC) has released its highly anticipated 2023 Hispanic Market Guide, the most comprehensive resource on the U.S. Hispanic market featuring top trends, business-building insights, up-to-date market data as well as in-depth reports on the proliferation of Hispanic-focused audio and the disruptive power of Hispanic creativity. Latinos are driving a cultural and demographic transformation as the U.S. heads towards a multicultural majority—already a reality for people under 35. With $2.8 trillion in Hispanic buying power, there are deep implications for marketers who must lead with cultural insights to create effective and relevant campaigns that connect with today’s multicultural mainstream. This new publication, geared towards newcomer and veteran brands alike, is available to view online or download for free.

Acento Unveils “The Gift of Life” – A Holiday Initiative to Combat the Opioid Overdose

This holiday season, cross-cultural advertising agency Acento is embracing the spirit of giving with a life-saving ornament. Recognizing the human and social vulnerability highlighted this year by the Fentanyl crisis, Acento is taking a unique approach to holiday gifting with The Gift of Life - an initiative to create awareness and action for accidental opioid overdoses.

4.8% Growth for 2024, Marking Continued Adspend Acceleration Into 2025 and Beyond

Zenith’s latest Advertising Expenditure Forecasts, published today, reports continued resilience and forecasts 5.3% global advertising growth for 2023, which is above initial expectations given a healthier than expected Q3 for major digital advertisers. Global adspend growth is expected at 4.8% in 2024, excluding U.S. political spending*, aided by events such as the Olympics as well as a combination of continued advertiser spending in support of their brands and the positive impact of Chinese brands fueling growth.

2024 Global Ad Spend To Grow By 4.6% And Defines A New Era Of Brand Investment Metrics [REPORT]

The latest dentsu Global Ad Spend Forecasts, covering 58 markets across the globe, shows advertising spend will expand by $33.0 billion in 2024 to reach $752.8 billion. This represents a 4.6% growth year-over-year for the ad industry – much faster than the pace seen in 2023 (+2.7% vs. 2022). However, media price inflation continues to have a significant influence on growth, with global advertising spend at constant prices projecting a 2024 increase by only 2.5%, when compared to 2023 spending.

DIGITAL ADVERTISING REACCELERATED IN 2023 MAJOR EVENTS WILL FUEL TRADITIONAL MEDIA IN 2024

The winter update of MAGNA’s “Global Ad Forecast” predicts media owners net advertising revenues (NAR) will reach $853 billion this year, growing +5.5% growth vs. 2022. 2023 ended up stronger than anticipated by MAGNA in its mid-year forecast update (June 2023: +4.6%) as second-half digital ad sales accelerated by +6.3% yoy following a weak first half (1Q23: +2%, 1H23: +4.7%) thanks to economic stabilization and easier comps.

Agency Costs: New Developments & Trends

In theory, the fees that agencies charge their clients are based upon a combination of direct labor costs, an overhead allocation, and a desired level of profit.

How Extended Payment Terms May Affect Agency Relations

A recent report from the 4A's doesn't mince words regarding the current state of payment terms between client-side marketers and their agencies. "The Ripple Effect of Extending Payment Terms" is a full-throated call to action for agencies to only accept 30-day payment terms.

Three Stages to a Successful Scoping Season

In the world of marketing, there's a critical period that both big advertisers and their agencies know all too well: the scoping season. It is the ultimate team project, where advertisers and agencies come together, ready to hash out plans and budgets for their next big campaigns.

Differences Between B2B and B2C Marketing

Marketing is a dynamic field that adapts to the unique needs and behaviors of its target audience. Two primary segments in the marketing world are Business-to-Business (B2B) and Business-to-Consumer (B2C) marketing. While both share common principles, they have distinct characteristics and strategies tailored to their respective audiences. Here are some key differences between B2B and B2C marketing and how understanding these distinctions is essential for successful marketing campaigns.

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