Marketing

The marketing landscape today bares little similarity to that of the 1970s, yet, through the dawn of digital and proliferation of new channels, one element has remained consistent: the focus on consumers between ages 18 and 49.

Marketers should require media agencies to be fully transparent to elevate trust and restore confidence in the client/agency partnership, according to a wide-ranging set of recommendations released \ by the ANA (Association of National Advertisers) and Ebiquity/FirmDecisions.  A key recommendation was that clients require their agencies to disclose all potential conflicts of interest and allow thorough audits of the agency, its parent company, affiliates, and subsidiaries to ensure full transparency and contract compliance.

The study, conducted by Hub Entertainment Research, was designed to compare viewing of TV shows and advertising across screens to determine whether engagement and recall differ among platforms, and to identify the drivers that have the greatest impact on the viewing experience.

Like in the movie, the marketing Fire Swamp also has three terrors which must be avoided in order to succeed in your marketing quest.  By Mark McNeilly, ANA Faculty

Hispanic marketing is challenging. Believe me, we have been doing it for 15 years. Effective Hispanic marketing requires an integrated team that not only possesses the skills to execute standard marketing principles, but also a deep understanding of the complex and dynamic Hispanic consumer.  By Lee Vann / Capture Group

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.