Marketing

I have had the good fortune to work with both the marketing as well as the procurement disciplines in various roles, and to have been involved in some of the shaping of the two disciplines as a whole through work I have done with the World Federation of Advertisers. What all this has told me, unsurprisingly, is that there are good and bad decision-makers — and you will find them in marketing procurement teams as well as marketing departments.

For years the balance of workload versus scope of work has plagued digital agency teams. The strain is compounded as agencies invest in new skills to support client business in a marketplace where publishers’ inventory and technology are restructuring for self-service.

The new wave of influencers—stars on Instagram and YouTube, as well as other channels—say that when it comes to working with brands, money is not their only object. Creative freedom matters more.

No other event inspires, entertains and unites hundreds of millions of people around the globe like the Olympic Games; this athletic competition sustains us for a two-week period when 88 countries come together to display athletic prowess in the name of personal achievement, patriotism and honor.

The world of marketing is rapidly changing, and for many marketing leaders, millennials are at the top of the list from an engagement perspective. The question I regularly hear from marketing leaders in retail, consumer goods and broader industries is, “What are best practices for marketing to millennials?”

More than two-thirds of procurement and financial professionals say PepsiCo’s decision to eliminate its marketing procurement department will not become an industry trend, according to a survey of members conducted by the ANA (Association of National Advertisers).

I feel like a different person when I speak in Spanish then when I speak in English.  By Cindy Correa – Sr. Brand Strategist at Orci

Technology & Electronics Companies Emerge as Modern-Day “Leader Brands,” Between 1999 and 2014, 47 percent of brands fell off the top 100 “leader brands,” according to a PwC US study.

What makes the world’s top executives cringe?

While TV advertising once meant only broadcast or cable seen on a television set, only a third of companies in this Forbes Insights/Simulmedia survey define television advertising that way now. Half consider TV advertising to be linear advertising (broadcast or cable) seen on any device, and a fifth think of it as any video on any device.

What will networks do if two extremely lucrative ad categories — pharmaceuticals and fantasy sports — drop out of the ad game?

Social media users say sponsored social messages are equally—if not more—effective as other types of marketing tactics, according to the results of a July 2015 survey. Even newer platforms such as Periscope and Snapchat ranked higher than more mature tactics like search or print ads.

Why is it that marketing gurus always want to kill off television, or at least inflict a flesh wound? FMCGs are today reporting that they would be spending less on television and more on digital if their retailers would play ball — but instead, their “trade partners” expect brands to be supported with television advertising, and so buying spots watched by millions on their sofa carries on.

The biggest night in Latin music returns to the city of Las Vegas, bringing with it many brands that will leverage the equity and power of the Latin GRAMMY brand to better connect with Hispanic consumers.  By Lili Gil Valletta

Responding to the billions of advertising dollars being spent to promote prescription products, physicians at the Interim Meeting of the American Medical Association (AMA) adopted new policy aimed at driving solutions to make prescription drugs more affordable.

This report explains why scoring high with omnichannel consumers requires finding a way to have conversations with real people—and how you can take steps toward acing digital marketing.

More than half of US marketing executives are including at most one other language, in addition to English, to their multilingual content strategy. But to have greater global reach, much more is needed.

The study found that 52 percent of companies now have a stand-alone Sponsored Social budget for their brand, and find Sponsored Social to be in the top three most effective marketing investments they make.

Around this time of the year, most marketers whose fiscal year runs parallel to a calendar year are in the final stage of planning their 2016 budgets.

Millennial is the word on every brand’s mind. And naturally, it’s on the minds of agency leaders and recruiters.