Marketing
Report Urges Brands and Agencies to ‘Ditch the Pitch’
The agency pitching process is broken, bloated and overtly complex, according to a new Forrester Research report. Fixing the model requires both brands and agencies to make major changes, said the report’s author, Forrester principal analyst Jay Pattisall.
Marketers are all in on streaming despite questions on its effectiveness as advertising platform
Nielsen released its 2023 Annual Marketing Report, which uncovered that 84% of marketers are including streaming platforms in their media planning to meet their audiences, yet only 49% of survey respondents view OTT and CTV as effective advertising channels.
Global Consumer Media Content & Tech Spend Grew 6.3% in 2022
Global consumer spending on overall media content and technology grew at a decelerated 6.3% in 2022 to $2.186 trillion, following an increase of 6.9% in 2021, the strongest growth in consumer media spending in a decade, according to new research by PQ Media, the leading provider of media econometrics.
First Quarter Showed Challenges of Bringing Inflation Under Control
Slower-but-continued growth in gross domestic product and other economic indicators during the first quarter showed the difficulty of bringing inflation under control, National Retail Federation Chief Economist Jack Kleinhenz said in the May issue of NRF’s Monthly Economic Review.
Back To The Office: Marketers And Agencies Increase Commutes And Days In The Office
Marketers and agencies are increasing their commutes and spending more days at the office, according to a new Advertiser Perceptions study of 302 media agencies and brands commissioned by the Cumulus Media | Westwood One Audio Active Group®. Interviews took place April 4-12, 2023 and the results were compared to the same study conducted in April and October 2022.
As media options proliferate, quality audience data is the key to delivering marketing impact
By 2025, experts believe the world will be rife with about 175 zettabytes of data. It would take 1.8 billion years to download that much data with an average internet connection. For marketers, this much data could pose a challenge, seeing as how their task is identifying who, out of the 8 billion people1 on the planet, is generating the data that best represents their target audience.
4 Ways to Optimize Return on Ad Spends (ROAS) in Uncertain Economic Times
For marketers and advertisers facing tightening budgets, advertising campaigns and strategies are being evaluated closely and scrutinized to determine which spending should stay and which needs to go. This evaluation leans heavily on reviewing data, specifically return on ad spends (ROAS), and determining the best way to avoid deep cuts while keeping advertising campaigns active.
IN-HOUSE Agencies no longer a trend – they’re here to stay [REPORT]
The study, “The Continued Rise of the In-House Agency: 2023 Edition,” is conducted every five years. In 2013, the study revealed 58 percent of respondents indicated they had in-house advertising capabilities, while in 2008 the figure was 42 percent.
Hyundai and Lopez Negrete Help Debunk Electric Vehicle Myths in New Hispanic Campaign for IONIQ 6
Hyundai Motor America and U.S. Hispanic marketing agency, Lopez Negrete Communications, introduce a new Spanish-language campaign for the IONIQ 6 that helps debunk electric vehicle myths. The campaign, Viejos Cuentos (Cautionary Tales), challenges common misconceptions about EV accessibility, range, performance and maintenance, with relatable and culturally sensitive family old tales.
CMO Tenure Study: An Expanded View of CMO Tenure and Backgrounds
As with prior years, this report tracks how CMO tenure and backgrounds have evolved, including the diversity of the CMOs at leading companies. The expanded data set, which includes a more diverse set of companies with broader industry representation, reflects the increasingly multifaceted nature of marketing today.
THE HISPANIC MARKETING COUNCIL ANNOUNCED THE WINNERS OF THE 2023 HMC STRATEGIC EXCELLENCE AWARDS
The Hispanic Marketing Council (HMC) announced the winners of the 2023 HMC Strategic Excellence Awards at its annual summit in New York City. After a record number of entries, a total of four Gold, eight Silver and nine Bronze awards were given to 13 US-based agencies representing 17 campaigns in seven categories. Four members of the jury—Pablo Buffagni, President, Creative Director, BBQ Agency and Director of Círculo Creativo USA; Alice Ovadia, Vice President of Media Strategy, TRUth; Nuria Santamaria Wolfe, Director, Strategic Audience Partnerships, Meta; and Amilynn Soto, Industry Business Solutions – Strategist, Leading eCommerce, TikTok—presented the awards and discussed the depth, breadth and diversity of the submissions and what went into selecting the most effective and engaging campaigns.
CMOs: How to Get the Best from Your Agency (with FIG’s Judith Carr-Rodriguez)
To help answer that question, we caught up recently with Judith Carr-Rodriguez. Judith is CEO of an A List Agency, one of the most awarded and highly regarded independent agencies in the world: FIG. Let’s dive in.
Marketers are all in on streaming despite questions on its effectiveness as advertising platform [REPORT]
The fifth annual report, which surveyed nearly 2,000 global marketers in December 2022, found that advertisers and agencies lack complete and comparable data hampering their ability to fully understand audiences’ growing affinity for on-demand content that better meets their personal preferences delivered by digital platforms.
Understanding audiences is critical in effective cross-media strategies
Compared with the year before, global marketers entered 2023 with a sense of uncertainty that made it difficult to plan for the year ahead. With just under 70% of the marketers surveyed for Nielsen’s 2023 Annual Market Report citing the economy as a roadblock to formalizing their 2023 media strategies, many developed contingency plans in case they need to pivot.
A CMO tip: streamline the to-do list to get more done
There is an epidemic of wishful thinking in industry today: objectives that are too lofty, priority lists that are overwhelming and bottomless project lists are the norm. Wall Street has lofty expectations and company leadership often demands more than their organizations have the capacity to deliver. And they certainly often demand more than their organizations have the capacity to deliver well.
Sales and Marketing Leaders seek better COLLABORATION
Most sales and marketing organizations haven’t been able to pivot fast enough to the new digital buyer. This means they risk falling short of their revenue mandate. More than 70% of marketers don’t feel very confident in their current sales and marketing model to sell effectively in the digitalized customer journey, according to a new Chief Marketing Officer (CMO) Council report, produced in partnership with KPMG LLP.
Brands Play Catch-up This Summer
Chips Ahoy! is celebrating its 60th anniversary with a birthday party this summer aboard a Miami yacht and a series of new products and prizes for consumers. As the COVID-19 pandemic recedes in the rearview mirror, Americans are ready to get back to their usual summer pastimes. Courtesy of Mondelēz International Inc.
4A’s Chair: Client Category Exclusivity Is A ‘Dated Concept’
Sharon Napier,executive chair and founder of Partners + Napier and current chair of the American Association of Advertising Agencies sat down with ANA Group Executive Vice President Bill Duggan for a conversation.
Can This Client-Agency Marriage Be Saved?
Relationship on the rocks? At some point as a client, you may find you are not getting the quality or type of work you need from your agency. Or maybe your needs are evolving and changing. So, if that's the case, it's time to go into a full-on agency review, right?
Why Focusing on ChatGPT Will Lead Marketers Astray
We're now living in a time when artificial intelligence (AI) has become a part of many of our daily lives – and it's only the beginning. ChatGPT, a generative AI chatbot developed by OpenAI late last year, is now widely available and has opened the floodgates to what's possible. Just weeks after launching, ChatGPT attracted a jaw-dropping 100 million users and became the fastest-growing consumer application in history, as reported by Reuters.
