Business

As part of my day job, I often counsel clients who ask if they should bring in a change agent, like a new CEO or CMO who “thinks radically different from us.”  My answer is almost always a resounding “No.” And if that leaves any doubt, I will add, “Please, for the sake of your business, don’

By Gonzalo López Martí     LMMIAMI.COM

• If you’ve been watching Stephen Colbert &/or Jimmy Falllon as of late you guessed it already: branded content and product integration is where the money will be at in the future.
• Marketing dollars will increasingly be spent inside the shows.
• Campaigns will be built into the programming.
• As opposed to the sidelines of the commercial break.
• This is certainly not new.
• Been around since the beginning of marketing as we know it.
• But it’s coming back with a vengeance.

Holiday cheer is making a comeback but without shiny boxes and bright wrapping, according to Deloitte’s 30th annual holiday survey of consumer spending intentions and trends.

How do you get the most out of a conference?  That’s a simple question, but one that too many people tend to overlook because we’re all busy and simply just show up.

Predictive marketing is emerging as the best strategy to embrace data analytics to guide decisions and increase the visibility of markets. While it is still the early stages for this strategy, it won’t be long until most organizations will be investing in it. Predictive marketing is poised to enter the mainstream, and those organizations that move forward with it will lead their markets.

A lot has been written about last week’s announcement that the Association of National Advertisers has instructed Ebiquity and K2 Intelligence to investigate if agencies are really as devious as some say they are.

By Gonzalo López Martí / LMMIAMI.COM

• As my loyal readers, fans, detractors, fans and haters know well, as of late I’ve been attempting to analyze the hows & whys of the @LelePons juggernaut.
• How did she become possibly the most important Hispanic influenceleb in the country even before she could drive a car, vote or drink alcohol?
• You still don’t know who Lele Pons is?
• Don’t worry: People en Español doesn’t seem to know who she is either.

The Smithsonian’s National Museum of American History added campaign materials and personal artifacts related to Hispanic advertising agencies and their founders through a collaboration with the AHAA: The Voice of Hispanic Marketing. AHAA is supporting the museum’s initiative to expand on the advertising collections held in its Archives Center with a financial donation and with introductions to agency leaders and firms who had a significant impact on advertising history.

The question of how we measure advertising success is not new.Whether it is about an immediate response, building long-term brand measures, or somewhere in-between, is an age-old debate.  By John Svendsen – Global Brand Director, Media – Millward Brown

The digital landscape has changed drastically from the height of the mother blogging era. Mothers are now making strong waves on Pinterest, YouTube, Instagram, Twitter, and of course, Facebook. Maria Bailey, CEO of BSM Media and author of “Millennial Moms: 202 Facts Marketers Need to Know to Build Brands and Drive Sales,” spoke with eMarketer’s Alison McCarthy about the shifting behaviors of digital mothers and what that means for marketers.

Internet ad revenues in the United States reached a landmark high of $27.5 billion in the first half of 2015, according to the IAB Internet Advertising Revenue

The ANA (Association of National Advertisers) has selected K2 Intelligence, an assessment, compliance, and cyber-defense services firm, and Ebiquity/FirmDecisions, a marketing-performance optimization company, to lead discovery and fact-finding efforts into media transparency issues, including rebates. Among other key priorities is demystifying the landscape, which is critical to developing longer-term transparent business practices.

There is a new book out by Michael Wolff called “Television is the New Television.” I have not read it yet,  but have seen various reviews of it.

By Gonzalo López Martí       LMMIAMI.COM

• How & why did the @Lelepons juggernaut happen?
• How did she become possibly the most important Hispanic influenceleb in the country even before she could drive a car, vote or drink alcohol (let alone buy it)?
• You still don’t know who Lele Pons is?
• Well, she’s on Vanity Fair’s New Establishment / Disrupters list.
• The other one is Jessica Alba and there are no Hispanic males featured on the list.

Terra recently signed an agreement with Natcom to publish Natcom’s health, wellness, and lifestyle short-from content on Terra’s digital platforms.

Anheuser-Busch InBev (“AB InBev”) notes recent speculation and confirms that it has made an improved proposal to the Board of SABMiller plc (“SABMiller”) to combine the two companies and build a global beer company.

Four in 10 Americans say they have “a great deal” or “a fair amount” of trust and confidence in the mass media to report the news fully, accurately and fairly.

NBCUniversal Telemundo Enterprises’ Digital and Emerging Business division announced the launch of Co-Lab, a new social native strategic unit focused on engaging millennial audiences through social content and native video experiences.

By Gonzalo López Martí       LMMIAMI.COM

• I was socializing with some colleagues from our industry the other day, shooting the breeze.
• Just to make conversation I broached a subject I considered professionally relevant to my interlocutors and I
• The dialog went something along these lines:
• Gonzalo: How about that Lele Pons, huh?
• Colleagues: >awkward silence<
• Gonzalo: You know, the Vine star, @lelepons…
• Colleagues: >blank stares<
• Gonzalo: You don’t know who Lele Pons is?
• Colleagues: >crickets<
• Gonzalo: Gimme a fxxxxng break!

Most internet users in the US are happy to hear from retailers—if the message is worth their while, at least.