Marketing
HMC ANNOUNCES SHORTLIST FOR THE 2024 HMC STRATEGIC EXCELLENCE AWARDS
After a record year with over 20% growth in total entries, the Hispanic Marketing Council (HMC) announced the short list for the Strategic Excellence Awards Powered, the only award competition of its kind recognizing strategic excellence in Hispanic marketing and advertising and cultural fluency.
Agency Brands Aren’t Dying, and They Still Matter for New Business
Over the past year, a fresh wave of mergers and acquisitions has raised new questions: What defines an agency's brand in today's market? And do agency brands still matter? By Mark Duval - The Duval Partnership
More than 40% of Total Ad Spending in 2024 will Come from the United States
In just five years, brands and marketers worldwide have spent more than a shocking $5 trillion on advertising, including all forms of digital ads, social media channels, search advertising, and TV, video, and radio ads. In 2024, total ad spending is expected to hit an all-time high of $1.83 trillion, and most of that value will come from the US market.
How Agencies Deal with Clients’ CMO Churn
The latest CMO churn among some of the largest brands comes at a precarious time for agency-client relations, as chief marketers face growing pressure to monetize their activities and agencies are on the hook for more accountability. Even in the best-case scenarios, agency-client relations are fraught with difficulties. However, the ongoing predilection among some major companies to jettison the CMO role altogether and reassign marketing duties puts a significant crimp in agency-client relations and makes it much harder to foster meaningful partnerships.
The Fundamentals of Attention – Wielding context and timeliness to craft attention-grabbing advertising
Marketers who keep their finger on the pulse of the industry may have read an article from the business column of The Wall Street Journal published in November 2023 titled "Advertising Is Dead. Long Live Advertising." It details the dramatic shift in the advertising landscape, from a trajectory of ad-free environments to a proliferation of ads across various platforms and industries, prompting concerns about consumer tolerance and ad blindness.
Bridging Cultures, Elevating Wellness: The Future of Multicultural Marketing
In this episode of The New Mainstream podcast, Will Campbell, Co-founder and CEO of Quantasy, shares his perspective on the state of multicultural marketing and how young, diverse generations are driving wellness trends.
Programmatic Transparency: The $22 Billion Opportunity
By now, you are undoubtedly familiar with at least the key recommendations from the ANA's ongoing Programmatic Media Supply Chain Transparency Study. If not, fear not, for over the next few weeks, I'll be laying them out in plain terms — and, trust me, it uncovered some seriously eye-opening insights that are important to your business!
INTER&CO announces new U.S. Chief Marketing Officer
Inter&Co announcedthe appointment of Kaio Philipe to the role of Chief Business & Marketing Officer. With executive stints at Baidu, Bloomberg, Google and Kayak / OpenTable, Philipe joins Inter at an inflection point.
Why Businesses Should Be Thinking About Measurement First
Effective digital advertising is critical for businesses, no matter their size. For smaller businesses it can be essential for sustainable growth. Increasingly though, effective digital advertising hinges on having high quality measurement signals to take full advantage of AI and understand the impact of each dollar spent on marketing efforts. Hence the marketing maxim, "You can't manage what you can't measure."
How Marketing Agencies Can Ensure “Zoom Fidelity” with Media
If you're doing media and marketing right, the strategies and tactics in your plan should all work together to drive a business outcome. But how many times have you looked at a media plan where the strategies and tactics look like they were done by completely separate teams and the two don't exactly line up?
The U.S. Evolution of Soccer into Fútbol [REPORT]
Each day brings us closer to the highly anticipated summer of 2026, when the United States, Canada and Mexico will make history by jointly hosting the largest FIFA World Cup yet, featuring 48 teams and spanning 104 matches. As the host city for the 2026 World Cup final, New Jersey’s Metlife Stadium will shine on the global stage, drawing billions of viewers worldwide. During the Qatar 2022 World Cup, an estimated 9 million viewers tuned in to the Spanish-language broadcasts on Telemundo, Peacock and its streaming services to witness the nail-biting final between Argentina and France.
Unleashing Strategic Potential for Mid-Level Agencies
Across the vibrant ecosystem of research and innovation, mid-level agencies are constantly charting their path through a particularly intricate landscape. In this dynamic sphere, the optimal allocation of resources for maximum competitive advantage is paramount.
How to Succeed on the Full Funnel Journey
The marketing industry is transforming, as brands grapple to find the sweet spot between performance-driven tactics and long-term brand-building strategies. Historically, the industry has been divided between brands in two categories: performance brands or brand-building brands. What we are seeing now is a reconciliation of this divide. Marketers who understand the dynamics driving this shift to integrate the two will evolve and experience more powerful outcomes.
Nékter Juice Bar and Tajín collaborate on a Fusion of Freshness and Flavor
Nékter Juice Bar has collaborated with Tajín, the top-selling chili lime seasoning in the U.S. and Mexico, on three new limited time menu offerings that fuse freshness with flavor, bringing together Nékter’s real, wholesome ingredients with Tajín’s bold and unique blend of mild chili peppers, lime and sea salt for a refreshing and zingy taste sensation like no other.
Consumer Products Report 2024: Resetting the Growth Agenda
The consumer products industry is used to finding a way through periods of uncertain demand. In the last couple of decades alone, unflappable executive teams have steered consumer packaged goods companies (CPGs) through two of the most unstable periods of modern times: the 2007–08 global financial crisis and the Covid-19 pandemic.
Global Ad & Marketing Growth Slowed to 4% in ‘23, As Brands Cut Budgets on Inflation & Recession Fears; Media Spend to Rise 8% in ’24 on Record Political & Olympics Spend
Global advertising and marketing spending grew at a decelerated 4% in 2023 to $1.631 trillion, but total media spending is projected to grow at a more robust 7.7% in 2024, as inflation and recession fears have subsided and a quadrennial windfall of ad & marketing investments is expected from political campaigns in 15 of the top 20 US markets, as well as record media spend related to the Paris Summer Olympics, according to new researchby PQ Media.
A CMO’s Agency Wake-Up Call [REPORT]
This piece from Agency Media Solutions covers how CMOs can shift their mindset and focus from "which agencies should I hire?" to "how can I operate to embolden agencies to succeed?" and supercharge their marketing efforts.
Revolutionizing Sports Fandom: Engaging Young Bilingual Latino Fans
In this episode of The New Mainstream podcast, Jesus Chavez, co-founder and CEO of CABRA Sports, delves into Latino sports fandom, exploring the strategies and cultural insights driving the industry’s evolution.
For Diversity in Advertising to Stick, It Must Be Considered in More Places
Corporate diversity, equity, and inclusion (DEI) goals are encountering challenges due to economic pressures and a recent Supreme Court ruling to cease affirmative action. Consequently, certain companies with a short-term perspective are diminishing their emphasis on DEI, and this trend is extending to DEI in advertising. The repercussions are evident in recent data from Paramount, which finds a significant decline in the percentage of Black and Hispanic individuals represented in advertising.
Attention beyond views for creative effectiveness
The marketing industry is almost unanimous in their belief that attention plays an important role in advertising success, and the vast majority believe that attention has an important influence on creative effectiveness. However, despite the strong belief that attention matters, there is still a disconnect with how attention is being measured.
