Marketing

Media in 2023 [REPORT]

With many uncertainties ahead for the media industry, one thing is certain - adaptability and innovation will be key. We hope to provide a sense of clarity and optimism for businesses as we uncover the challenges and opportunities in our 2023 Media Trends & Predictions Report.

2022 Hispanic Market Thought Leaders available for FREE DOWNLOAD

HispanicAd presents our 9th edition of the Hispanic Market Thought Leaders. Every edition we strive to cover important marketing topics in our Industry and highlight The Top Marketing executives for their contributions to our Industry.

2022 HMC HISPANIC MARKET GUIDE explores Hispanic Diversity, Cultural Blind Spots, Inclusive Advertising & Media Consumption [DOWNLOAD for FREE]

The Hispanic Marketing Council (HMC) has released its 2022 Hispanic Market Guide, the most comprehensive resource on the U.S. Hispanic market. Hispanics are impacting the multicultural mainstream at a faster pace than anticipated, shifting American culture and purchase behaviors. Brands who make continuous efforts to connect with the multicultural market are seeing results that demonstrate the economic power of Hispanics.

Are brand buyers loyal, habitual, or just accidental?

The other day, I came across this post on LinkedIn from Ethan Decker asking if buyers were brand loyal or brand habitual. The post references data from a survey of UK shoppers by Bain which finds that on average across a range of different product categories people buy different 3 brands. Ethan uses the data to assert that we are not brand loyal, we a brand habitual. I am not going to deny that habits have a huge amount of influence, particularly when it comes to low risk, repeated purchases.  By Nigel Hollis

What football’s growing popularity in North America means for 2026 World Cup sponsors

In 2026, for the first time ever, the World Cup will be spread over three countries. Sixteen cities across the U.S., Canada and Mexico will host matches, giving brands and advertisers a chance to expand their reach and build connections with growing football fan bases across North America—if they know where to look.

5 World Cup Pitfalls Marketers Should Avoid

If you are a soccer fan like me, you are probably very excited about the upcoming 2022 FIFA World Cup. I've been following the FIFA World Cup since my childhood in Brazil, and I had the privilege of working in two World Cups (1990 and 1998). During my career, I have also worked on several different soccer-related programs directly or indirectly.  By Isaac Mizrahi - Co-President of ALMA

Only 2 days to go: our rankings, predictions and insights – 2022 World Cup

We’ve gathered our predictions, analyzed standings, tracked the most influential players and collected fan insights to provide you with an interactive experience ahead of the 2022 FIFA World Cup™.

Marketing Relationship Survey: Agency-Client Relationship in 2022

For the past four years, Setup has conducted a Marketing Relationship Survey to take the pulse on how Companies (Brands/Clients) and Marketing Agencies operate and work together. Because we live in the space between Brands and Agencies, we are in a unique position to bridge any gaps - in communication, work style, work needs, and more. In that vein, we’re excited to share the results of this year’s survey to provide insight and perspective on the current state of Agency-Client relationships.

A change in conversation about advertising

As the global media market evolves, businesses' views on advertising are shifting from being perceived as a cost, to a strategic benefit. Even though high inflation and increased competition are challenging the advertising industry, we uncover why brand building and maintaining media investments is crucial in times of economic downturn.

Multicultural Americans Believe the American Dream is Still Reachable [REPORT]

Findings from a new study reveal that multicultural Americans have strong faith in the “American Dream.” In fact, 78% of Black, Asian, and Hispanic American consumers say they have achieved or believe they can achieve the American Dream, as compared to 69% of White consumers.

A marketer’s trifecta: Women, the World Cup and holiday shopping

For the first time ever, the World Cup will overlap with the holiday season, creating a unique opportunity for brands to turn football fans into festive shoppers. And, as women are often key holiday season spenders, marketers can maximize the impact of both World Cup and holiday campaigns by focusing on reaching and connecting with female fan bases.

The Marketer’s Toolkit 2023 – Global Trends [REPORT]

Marketing in a cost of living crisis, a shift in Big Tech strategies, and audience fragmentation are some of the big challenges for brands in 2023, as revealed by WARC’s Marketer’s Toolkit 2023: Global Trends Report.

DIVERSITY AT ALL-TIME HIGH AMONG ANA MEMBERS [REPORT]

The study, “A Diversity Report for the Advertising/Marketing Industry,” was conducted by the ANA and it’s Alliance for Inclusive and Multicultural Marketing (AIMM). It also revealed that the marketing industry continues to skew largely female, including top marketing industry executives.

AIMM’s Power Up! Growth Through Inclusive Marketing [REPORT]

This CMO Guide for Modern Marketing Leaders makes an indisputable argument about where growth is coming from... Multicultural and Inclusive audiences! Which makes these diverse audiences the #1 priority for marketers, for whom growth reigns supreme. Power Up! relies on the latest industry studies, proprietary data and a host of other insights and metrics.

How can brands navigate today’s challenging times?

The pandemic is subsiding, but as people worldwide face renewed challenges how should brands respond to their evolving needs and behaviors? Discover six key implications for brands.

Asians Not Impressed with Brand Marketing/Advertising Outreach

Horowitz Research findings from FOCUS Asian: State of Consumer Engagement 2022 study reveals that only 34% of Asian consumers feel that they are seeing more brands going out of their way to market and advertise to their community. They are much less likely than their Black (45%) and Latinx (44%) counterparts to feel this way.

ANA ANNOUNCES 2022 MULTICULTURAL EXCELLENCE AWARD WINNERS

The Human Rights Foundation and its agency TAXI (a VMLY&R company) won the Best in Show award in the 2022 ANA Multicultural Excellence Awards competition for the campaign “Uncomfortable Truth.”

Macro-economic outlook for brands in the era of uncertainty

The world is currently a volatile, uncertain place, with war in Ukraine, the tail-end of COVID, and galloping interest and inflation rates causing high levels of media and consumer anxiety. But the overwhelming factor affecting the global economy is rising U.S. interest rates, which the Federal Reserve has increased by 0.75% – an unprecedented three times in a row – in recent months, to stave off inflation. Higher U.S. rates cause ripple-out hikes in interest rates in countries around the world. In 2022, this has led the dollar to strengthen and major currencies to weaken, including the Euro, the Yen, and the pound.

Inclusive marketing is just better marketing

Inclusive marketing isn’t just a sideline or a charity project, it’s just better marketing, says Jerry Daykin, Vice-President, Global Media at Beam Suntory, and WFA’s Global Diversity Ambassador. His book, Inclusive Marketing: Why Representation Matters to Your Customers and Your Brand is out now.

Modern marketing dilemmas: How can you prove marketing adds value to your brand?

New evidence from Kantar shows how brand building can help you drive market share, command a price premium and set your business up for future growth. And the metrics you need to achieve it.

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