Marketing

We are good. We are really good, at reading traffic signs. This is not a new skill. The earliest form of road signs were milestones, giving distance or direction. The Romans were known to erect stone columns throughout their entire empire, so you always knew how far you were from Rome. Sadly, our ability to read traffic or road signs quickly fades when dealing with less obvious, but equally critical, signs in our everyday environment. It has never been truer than in the advertising industry, and the critical client/agency relationships that enable great work.

From our AUDIENCExSCIENCE stage, Linda Yaccarino, Chairman, Advertising & Client Partnerships at NBCUniversal and Megan Clarken, President at Nielsen Watch, share their unique perspectives on media currency and media measurement. Most importantly: their shared emphasis on getting to reliable measurement of outcomes asap.

Based on the titles of two new studies, “Stress Shopping” and “Retail Nightmares,” it’s a sad state of affairs for shoppers, in-store and online.

Generation X, aged 35-53, are busy professionals who wield great spending power. This report outlines what it takes to market to them effectively.

A paper published in WARC claims that surprise is the secret ingredient when it comes to building a brand, but how does this finding hold up in the face of testing people’s emotional response to over 30,000 ads? Not well.  by Nigel Hollis

Companies that harness creativity and data in tandem have growth rates twice as high as companies that don’t. Here’s how they do it.

2018 has been a record year for the BrandZ Top 100 Most Valuable Global brands. Following a 21 percent brand value increase – equivalent to the GDP of Switzerland – the total value of the BrandZ Global Top 100 has reached a staggering $4.4 trillion. It is no surprise that tech and tech-related brands such as Google, Amazon and PayPal lead the way, but this year the ranking holds a mirror to world events as we see a growing battle for dominance between the East and West as the number of Chinese brands in the ranking increased and dominated the list of fastest risers.  by Guest Contributor Doreen Wang

There has never been a more dynamic and challenging time to be a marketer. Since the advent of the internet, fueled by available high-speed access and ignited by the proliferation of powerful new devices, marketers have more access to consumers than ever before. We’re awash in data and should be living in a nirvana of actionable insights.  By Brett House, VP Product Marketing and Strategy

The U.S. product placement marketplace is poised to top $10 billion this year, thanks largely to increasing demand for higher-value integrations between brands and programmers, including content on over-the-top streaming services that don’t accept conventional forms of advertising.

Empowerment of customers has required almost every business to transform, whether they know it or not, and customer journeys need to be ex-examined if true CX transformation is to be achieved.

Soccer is not only one of the most popular sports in the world, but it’s one that has become an integral part of describing our culture in most of the countries in Latin America. We have all experienced and talked about memorable moments of happiness, excitement, surprise and disappointment. Our passion for soccer unites us and helps us, for a moment, to take our mind off of difficult times our countries may be facing.  By: Claudia Gioia, Hill+Knowlton Strategies President, CEO Latin America & the Caribbean

U.S. Marketers are quickly shifting growth priorities among multicultural (MC) segments, especially since the White Non-Hispanic (WNH) segment has been declining since 2016. The MC economic outlook for 2018 looks remarkably powerful for several reasons

After having won the Grand Prix and a Gold Award at the recent 2018 Culture Marketing Conference (CMC) in Los Angeles, last week, a film made possible by AARP about family caregiving among U.S. Hispanics, created by d expósito & Partners, has now won the 2018 Big Apple Award from the Public Relations Society of America.

The Hispanic community is the fastest-growing ethnic group in the nation and spends more than $94.7 billion on CPG products annually. Because Hispanics are one of the most sought-after ethnic groups in the retail grocery market, IRI is diving deeper into last year’s most successful CPG launches to better understand Hispanics and New Product Pacesetters.

As the first crop of Gen Z talent joins the future workforce, new grads hold traditional work values with a digital spin. For the first time in years, there is an uptick in the number of new college graduates wanting to work for large companies. They are willing to commit and ready to roll up their sleeves. In return they want an engaging employee experience that takes full advantage of their degree, including the digital skills they bring to the table.

Across nearly all business verticals, marketers reported large shifts in how they evaluate, measure and budget across media channels. CMOs made it clear that it’s not more data they’re looking for, rather better insight.

Customer experience has become one of the biggest areas of business focus across industries, and it might be even more vital for retailers to foster the buyer-merchant relationship.

Randall Rothenberg, President/CEO of the Interactive Advertising Bureau (IAB), credits 2010 as the start of the direct-to-consumer brand revolution. That was the year Warby Parker was founded. But while a few direct-to-consumer brands have become relatively famous – like Dollar Shave Club which was acquired by Unilever for $1 billion – most remain largely unknown. What will the future bring?  by Nigel Hollis

HispanicAd and the Culture Marketing Council celebrated the first ever Grand Prix in Account Planning in the US Hispanic Market after ten (10) years of our Account Planning Excellence Competition.  The recognition was bestowed to AARP and New York based d expósito & Partners team for excellence in the HispanicAd Culture Account Planning Excellence (C.A.P.E.) awards competition.  This is a first for our Industry and we look forward to more great account planning excellence and hope our Industry account planners get motivated to hone their craft in culturally focused account planning.  We have set the benchmark.

Planning, tracking, and optimizing advertising and trade spend has become table stakes for marketers at many consumer-goods companies. Despite those advances, consumer promotions and engagement (CPE) remains something of a forgotten area of marketing spend.