Marketing

To really understand the attitudinal power of brands we need to look beyond the absolute scores and instead examine relative strengths and weaknesses. If more people say good things about a brand than claim to use it then that difference represents an opportunity to grow, provided that association has a positive relationship with business outcomes.   by Nigel Hollis

Despite the headlines about digital disruption in financial services, big banks are actually holding their own. Globally, financial-services revenues have grown 4 percent annually over the past ten years (thanks largely to growth in emerging markets), and fintech start-ups and large tech companies have so far captured only tiny slivers of market share.

According to a new study from the Chief Marketing Officer (CMO) Council, news coverage about inaccurate, questionable and false digital media reporting measures have already caused 21 percent of marketers to pull back on advertising spend. More than 70 percent of brand leaders admit that negative news headlines have had an impact on budgets.

We are at a time of unprecedented commercial opportunity in global sports. Barriers to entry have never been lower. More markets around the world than ever before are receptive to the power of sports. It’s never been easier to reach millions—even billions—of fans.

The other week I was involved in a little email exchange with my colleagues about the power of social influence. As usual I was getting boxed into the Luddite corner until I realize that what was worrying me was the apparent assumption that social influence was universal and all powerful. If so, I beg to differ.  by Nigel Hollis

Are big media companies ready for another big wave of disruption? They’d better be. The direct-brand revolution is starting, and it might not be pretty for large incumbent players in the media industry.

When researching Brand Premium I interviewed a well-respected agency planner who told me that the most effective marketing campaigns traded on people’s anxieties and insecurities. I am not convinced their assertion is true but in today’s turbulent times perhaps brands should have a responsibility to accentuate the positive not add to the negative?  by Nigel Hollis

Recent studies have highlighted a growing opportunity to increase DTC activity and potentially save many more lives among U.S. Hispanics.

As many consumer businesses struggle to deal with the pace of change, the beauty sector shows the way.  After many decades of stable outperformance, the fast-moving consumer-goods (FMCG) sector is at a crossroads. Consumer preferences have upended the long-standing FMCG marketing playbook, while digital technologies are revolutionizing the way consumers engage with brands and shop. In this context, many FMCG companies are getting serious about change.

With the departure of Sir Martin Sorrell  — or SMS, as he is lovingly called — many are now predicting the end of WPP and of agency holding companies in general, along with the business model of the tailor-made, client-specific, integrated agency offering.

Time is running out on personalized marketing as a means of continually raising the return on investment of campaigns. For the past few years, many marketers have used advanced data analytics to identify the right customers and increase their ROI, but now these practices, while still valuable, are reaching a plateau.

In an increasingly competitive and disjointed brand landscape, where the influence of ‘private label’ and ‘direct’ brands continues to expand, how can established brands best achieve the recognition they need?  by Martin Guerrieria

Developing a great strategy starts with changing the dynamics in your strategy room. Here’s how.

The Cannes Lions International Festival of Creativity and the Association of National Advertisers (ANA) has announced the launch of the CMO Growth Council in partnership with the ANA’s CMO Masters Circle.

Back in January, Edward Kim Vice President, Strategy, Nielsen Catalina Solutions, presented “Five Keys to Advertising Effectiveness”. The presentation reported on the findings of over 500 studies of CPG brands conducted during 2016-2017 that sought to understand the sales contribution of five key drivers of effective advertising, including a comparison of TV versus digital.  by Nigel Hollis

WPP points the finger at ZBB as the most important factor driving cuts in WPP’s agency revenues — cuts that have taken 35% off WPP’s share price from its 2017 high.  Leading industry analyst Brian Wieser identifies ZBB as a major factor suppressing holding company organic growth, along with other factors like increased contract scrutiny.  ZBB is the flavor of the month.  Mention ZBB to an ad agency and watch the panic.  “Here it comes!  Another excuse to cut fees!”

I spent an amazing morning today at Media Kitchen’s annual Venture Capital Conference in New York City listening to leaders in media,
investing and banking talk about “new TV”:  the merging of broadcast TV, social video and everything in between.  by Dave Morgan

Research suggests some ways artificial intelligence, augmented reality, virtual reality, and blockchain are reshaping creative work.

Oracle announced the findings of a global study titled “Retail 2018: The Loyalty Divide” auditing consumer perceptions and brand realities of loyalty programs and influences. “Retail 2018: The Loyalty Divide” reveals that retailers are out of touch with consumers that demand more personalized experiences and discover brands and affirm purchase decisions through social influencers.

Digital Lives 2018: A World of Digital ‘Everything’ through a Cultural Lens, a groundbreaking study by the trade group Culture Marketing Council: The Voice of Hispanic Marketing (CMC) reveals that culture drives digital behavior regarding how information is shared, how on-demand content is consumed, and which platforms are chosen, permeating outside of in-culture spaces and across non-Hispanic white, Hispanic and non-Hispanic African-American segments. Presence in cultural platforms, in-culture ads on mainstream sites and organic diversity in social media and video content are some of the critical strategies that resonate across all audiences and increase brand engagement.