Marketing

What do you as a brand want from me, as a customer? Simply, you want me to change the way I behave in such a way that my actions help drive your business success. But how best to do that?  by Philip Collier – Global Director of Innovation / Kantar

Media rebates are the top issue contributing to the breakdown of trust in the advertising ecosystem, according to a new survey from ANA (Association of National Advertisers) and its outside counsel, Reed Smith.

Over 32,000 respondents from the LGBTQ (lesbian, gay, bisexual, transgender and queer) communities in 130 countries participated in CMI’s 13th annual survey. 200+ LGBTQ media, events and organizations worldwide partnered with CMI in this year’s study, helping to present diverse, representative data from across the community. This survey was fielded in English, Spanish, French and Hungarian languages.

In many companies, once the annual marketing budget has been submitted and approved, it is often set in stone, with little opportunity for incremental funding over the course of the fiscal year. Moreover, many organizations employ a line-item accountability approach to budget management, which limits flexibility for shifting dollars from one initiative or one market to another.

Sadness sells, according to a recent neural and biometric study from computer vision and AI-powered technology company Mirriad and applied neuroscience company SPARK Neuro. The research, which examined the effect of emotions in entertainment content on brand value, drove significant value increases across all brands and products that were tested. These products included potato chips, Lysol disinfectant wipes and Jeep Wrangler.

It’s time to #SEEALL. 

As marketers, our role is simple: deliver growth.  Today’s modern family – our customer – is increasingly multicultural by nature and we must make sure our work reflects that.  For this reason, our companies should reach out to consumers in relevant and meaningful ways that ultimately have the ability to connect with our customers while lifting corporate growth.  Everyone should feel included and valued.  It’s time to celebrate diversity.  Highlight what makes us different and what brings us together as a society.

A 2018 report LinkedIn produced in partnership with World Bank Group found that newspapers, broadcast media, and publishing are among the fastest-declining industries worldwide. However, writing, editing, and online media are growing at a rapid clip.

GroupM and eight of the industry’s media, technology and publishing organizations announced the formation of the New Majority Ready™ Coalition. Led by GroupM, and comprised of Disney, Google, iHeartMedia, Meredith Corporation, NBCUniversal, Twitter, Univision and Viacom, the coalition’s aim is to help brands better adapt to the changing U.S. demographics and assist in developing their audience planning and media strategies accordingly.

If you don’t have access to all the data you need to create actionable insights, you’re not alone. Only eight percent or less of marketers think they have all the data they need. That’s according to our latest study, Getting Media Right: Marketing in Motion, which highlights that advertisers are struggling to use data to effectively guide media investments.  by Aaron Ethan Peterson – Senior Director, Marketing / Kantar

A new study that proves the incremental value of genuinely reflecting culture in marketing creative was unveiled today by The Association of National Advertisers’ (ANA) Alliance for Inclusive and Multicultural Marketing (AIMM). The Cultural Insights Impact Measure™ (CIIM™) was developed by AIMM in partnership with NBCUniversal and AIMM member companies. CIIM™ evaluates advertising creative in various categories and identifies the impact and effectiveness of cultural insights in ads and programming on increased brand relevance, ad relevance, purchase intent lift, and loyalty.

More than two-thirds of advertisers (69 percent) have updated their media agency contracts within the past three years, and one third have made updates in the past year alone in response to concerns about transparency and alleged rebates in the media buying ecosystem, according to a new ANA report.

The U.S. Hispanic population is diverse. These nearly 60 million individuals trace their heritage to Spanish-speaking countries in Latin America and to Spain, each with distinct demographic and economic profiles. But as migration patterns from Latin America change, the origins of U.S. Hispanics are beginning to shift. Here are key facts about how the U.S. Hispanic origin groups are changing and how they differ from one another.

To better understand current trends in the appointment and turnover of marketing officers, Russell Reynolds Associates tracked and analyzed 214 notable, publicly-disclosed marketing leadership moves in the first half of 2019.

Most CMOs are familiar with the “language of the C-suite.” Tasked with more responsibility for the entire company, CMOs and marketers have learned that words that are appropriate to use with their peers and other marketers — clicks, views, opens, downloads — don’t work in the C-suite. That’s where being able to effectively communicate using words and phrases such as “profit and loss” (P&L), “return on investment” (ROI), and other finance-related lingo is the cost of entry.

Fueling the blur of combat is a radical shift in brand growth models. Within the span of most executives’ careers, advances in technology have reshaped how consumers engage with brands. In the US and UK, more than 60% of consumers now discover products online, and 85% of millennials trust reviews from a faceless stranger more than traditional advertising.

The retail experience of the future is personalized, but what actually resonates with consumers? How can retailers deliver personalized experiences at scale? In this episode, research experts Joe Beier and Rachel Bonsignore from research firm GfK share insights from their latest study.

The first step to winning a person’s heart and mind is being relevant, engaging, and eager to capture her attention. It’s the same drill for advertising. Above all, advertising creative is the most important factor for influencing behavior and driving sales.

‘How will the end of Game of Thrones impact HBO’s subscriber base?’ was a question frequently heard over the last few months as the show wrapped up its final season. It isn’t an unusual question. Channels often face a wave of cancellations when a big show ends – or even after a season finale.  by Anjali Puri – Global Director, Qualitative Offer and Expertise / Kantar

The ANA (Association of National Advertisers) announced the creation of a new division dedicated to ensuring that the industry’s measurement systems are aligned to the business and measurement agenda of marketers.

Hickies promises to make the burden of untied laces a thing of the past. Winc delivers bottles of wine personally customized for a particular palate. Quip sends a quarterly replacement head for an electric toothbrush.  These are just a few of the hundreds of direct-to-consumer (DTC) brands that have emerged in recent years, with a business model based on bypassing traditional retail outlets and reaching consumers primarily through digital sales and marketing channels, including e-commerce and social media.