Marketing

Among all the difficult tasks that face modern marketers, writing an effective creative brief has to be near the top of the list. Creative briefs need to synthesize complex ideas into clear direction that focuses the creative team on the job to be done.  By Jane Maas, ANA Faculty

A new report from GfK examines the co-evolution of innovative fashion and lifestyle stores alongside the increasingly significant “experience economy”. It identifies four key trends which can mitigate against the currently sinking retail share in private consumption that is prevalent in mature Western retail markets.

The core purpose of this report is to address three basic concepts equally applicable to all categories of media measurement: how many, how often, and how long.

Millennials have been a marketing obsession for several years now as the generation develops into a larger percentage of the work force and begins to earn and spend more. Yet, a new storyline has recently emerged around Millennials: It turns out, they’re not a uniform generation with identical traits that apply to every single member.

In a newly published white paper, Coopera CEO Miriam De Dios outlines the importance of the digital delivery channel to credit unions looking to service the growing and influential Hispanic consumer segment.  

Social marketers in North America still find measuring ROI to be their toughest challenge.

As the ANA report generates increased discussion in the industry, and it will, those debates will also drive more transparency. The discussion is important – and it should be leveraged to put steps in place to help organizations get the most from their media investments.

By Gonzalo López Martí    – Creative director, etc. /  LMMiami.com  

• Your garden variety advertising creative has enemies aplenty.
• Real and imaginary.

Ebiquity’s subsidiary Firm Decisions has been summoned into court by Group M, WPP’s media buying agency.

The Council for Research Excellence (CRE) tunveiled findings from a new platform usage study that shows TV outperforming computer, smartphone and tablet in viewer ad attention and recall.

The Interactive Advertising Bureau (IAB) and its Data Center of Excellence have released the IAB Data Maturity Model. This new benchmarking system enables brands, agencies, publishers, and data technology vendors to determine where they or their clients and prospects rank in data usage sophistication, guiding further investment, implementation, and strategy.

A recent study by Valassis found that 92 percent of Hispanic consumers use coupons (vs. 90 percent of all consumers) and over 80 percent decide where to shop based on those print and digital offers.

Hill will have served in this role for nine years, successfully modernizing the 4A’s operations, providing guidance to the agency community on transformative issues and passionately advocating for gender and diversity initiatives throughout the industry. 

“I know dynamic marketing is the right direction, but do we have the systems in place to do this?”

Brand experience innovation is anything a brand does in culture to bring its purpose to life.

More executives are waking up to the potential of customer experience, a marketing technology discipline that uses data analytics and personalization to build stronger relationships with consumers.

My latest Red Card goes to Old Spice, which joins Tecate in providing “insult my consumer” creative.

Television is likely to remain the top live viewing channel in the US for the upcoming Summer Olympics. According to May 2016 research, the majority of US sports fans said they plan to be glued to the Rio Games via TV this August. But marketers shouldn’t count out other screens when it comes to simultaneous activities.

While digital marketing technologies and engagement channels multiply, many marketers remain concerned that they are still not delivering what customers want most: a seamless, frictionless and individualized buying and problem-solving experience.

Brands bring their purpose to life by creating experiences for their consumers. Do it well and these experiences can be a powerful platform for growth, contribute to culture and generate desire.