Marketing
Modern Marketing Dilemmas – An evidence-based guide to help marketers protect their margins [REPORT]
In this bold, thought-provoking and evidence-based guide, we provide solutions to the day-to-day challenges marketers face to help them protect their margins.
Resetting the Bar on Brand Communication [INSIGHT]
For decades, P&G carried the title of the world’s largest advertiser. What does that really mean? The current definition is simply about who spends the most money. However, celebrating a company as the largest spender implies that it’s better to spend more and more each year. At P&G, we see this differently. It’s time for a reset. By Marc S. Pritchard - Chief Brand Officer at Procter & Gamble
The Anatomy of a Performance Marketing Organization
It's no surprise that CMOs have been under constant pressure in recent years to deliver more from existing budgets. Advances in martech and adtech, coupled with availability of larger datasets to analyze, have helped the entire marketing ecosystem; this also means that marketers must find new ways to push scale and efficiency, as general improvements are available to everyone as "best practices."
Modelo Beer launches ‘Fighting Spirit’ campaign [VIDEOS]
Modelo is continuing its investment in marketing and media with the evolution of its highly emotive and successful Fighting Spirit work. Modelo released its new “Mark of a Fighter” campaign that highlights the changing consumer dynamics of what’s important today– the desire for more meaningful pursuits that bring happiness versus achieving status and fame.
Making the numbers count
Talent is the lifeblood of marketing. Brands need to meet their needs for a better lived experience if they want to attract and retain the very best. Ranjay Radhakrishnan, Chief Human Resources Officer at Reckitt, explains how the company is championing diversity and inclusion to make Reckitt a great place to work.
6 Things Marketers Can Do to Boost Effectiveness
Discussions about improving marketing effectiveness can often focus on the different measurement approaches and advanced analytics tools that marketers should employ.
The Marketer’s guide to planning an effective agency transition
Your agency review has concluded. You’ve found the perfect agency, negotiated a fine SOW and MSA and you’re itching to get started. And (of course) you are in a rush! You need the new agency to hit the ground running and your business depends on the success multiplier that a great agency relationship can provide. You’ve even planned a thorough and disciplined onboarding for the new agency.
Strong client-agency relationships lead to more effective work [REPORT]
Research from Aprais and WARC reveals that the strength of the relationship between marketer and agency has a direct correlation to the output of effective work.
What Brands Misunderstand About Influencers
The creator economy is on fire, and brands are turning to influencer campaigns to increase their ROAS as the digital advertising ecosystem shifts and CPMs rise. Unfortunately, most brands fail to work effectively with creators and influencers.
AIMM host Diverse Owned & targeted Media GROWTHFRONTS
The ANA's Alliance for Inclusive and Multicultural Marketing (AIMM), announces its Diverse Owned and Targeted Media GrowthFronts, an inaugural industry media upfront event hosted at DotDash Meredith headquarters in New York City. The event brings together diverse owned and targeted media entities with buyers and advertisers, increasing visibility and access for media entities including Black, Hispanic, Asian, Indigenous, and LGBTQ+ who own video, digital, print, audio and/or content integration platforms.
2023 Global Marketing Trends [REPORT]
From geopolitical conflicts and economic instability to the ongoing threats related to climate change, CMOs are facing no shortage of external challenges. However, we believe they are likely well-positioned to create new levers for organizational growth amid such uncertainty.
The ongoing value of mixed media modeling [REPORT]
Driven by a proliferation of digital advertising providers and unprecedented volume of spend, today’s digital media spending landscape is changing rapidly. Marketers need to become more savvy and aware of where their money is going— and how exactly it's spent.
The Future of Human Agency [REPORT]
Experts are split about how much control people will retain over essential decision-making as digital systems and AI spread. They agree that powerful corporate and government authorities will expand the role of AI in people’s daily lives in useful ways. But many worry these systems will diminish individuals’ ability to control their choices
When It Comes To Advertising, Multicultural Representation Is Not Enough
As we close another Super Bowl cycle, I've been approached by some media outlets asking my opinion about the lack of representation of multicultural consumers, mainly Hispanics, in this year's roster of brands that invested in the big game. By Isaac Mizrahi - CEO of ALMA Agency
The Return of the Store, Coming in 2023
This will be the year that brick-and-mortar stores make a real comeback in the retail landscape. Shopping is changing and stores are an integral part of the new dynamic.
Lopez Negrete Communications Takes Home Coveted Mosaic Award for Diversity for their Walmart Holiday House Social Media Campaign at the 61st Annual American Advertising Federation
Lopez Negrete Communications, Inc. announced today they were awarded a total of 19 trophies at the 61st Annual American Advertising Federation–Houston Chapter Awards, including a coveted "Best of Show" for the 18th time.
How Black Americans Celebrate Holidays and Traditions
Celebrations are positive ways for communities to connect and families to bond. How we celebrate differs by ethnicity, values, traditions, and even geography.
Is your Brand one of 2022’s Most Culturally Inclusive Hispanic Brands?
The Cultural Inclusion Accelerator™ in partnership with ANA AIMM celebrated the Most Culturally Inclusive Brands of 2022 after a massive of study of 716 ads from America’s 100 leading brands gathering 250,000 evaluations across 104K respondents of Asian, Black, Hispanic, LGBTQ+, People with Disabilities, and White Non-Hispanics.
A New CFO–CMO Collaboration Paradigm [REPORT]
The current macroeconomic scenario requires thoughtful decision making and accurate measures on the return of each initiative. The focus on financial-driven metrics has been particularly challenging for marketing functions as they try to overcome the misconception of being a cost center and prove their multiplier role for the business.
Super Bowl LVII Ads – Latinos still nearly absent
When Dr. Ines Poza started tracking ethnic representation in Super Bowl ads about 20 years ago, she noticed, "animals were featured as protagonists more often than minorities, with Latinos nowhere to be seen.
