Marketing
Has Strategic Planning changed for agencies? [WHITE PAPER]
In 1974, JWT London published a white paper regarding the essence of Strategic Planning, In the light that the upcoming 2023 Hispanic Marketing Council Strategic Planning competition is asking for entries. We have included access to the 1974 JWT London paper.
THE 2023 HMC STRATEGIC EXCELLENCE AWARDS KICK OFF WITH A CALL FOR ENTRIES AND A JURY OF DIVERSE INDUSTRY LEADERS
The Hispanic Marketing Council (HMC) continues to grow and enhance the Strategic Excellence Awards, the only award competition of its kind recognizing strategic excellence in Hispanic marketing and advertising and cultural fluency. This year, HMC has expanded the categories and invited a broader pool of diverse judges with the goal of celebrating impactful creativity.
Can Marketing Experimentation Become Your Superpower?
A unified, companywide approach to experimentation can generate sustained business growth.
The testing times continue
Marketing will have to demonstrate value in 2023 as the global economy slows, says WFA President and Mastercard Chief Marketing and Communications Officer, Raja Rajamannar.
How to onboard your new agency for greater success
The meetings have wrapped up, the SOW has been negotiated and the client and their brand-new agency are eager to start work. The review process has concluded and now they are in a rush as the client’s timeline is already strained. New work needs to be on air as soon as possible. What happens next can determine the eventual success or failure of the relationship.
Advertisers believe they are still getting great value from their agencies post pandemic
According to Global Agency Remuneration Trends, perceptions of value provided from relationships are up five percentage points since the last such study in 2018, to 17% among those agreeing “most strongly” with the statement “I feel that I am getting value for money from my agencies”. Compared to the WFA’s first such study in 2011, value perceptions – “agree somewhat” and “agree strongly” – are up 19 points.
Marketers spending significantly more on retail media networks [REPORT]
When it comes to retail media networks, many marketers seem to be taking a “can’t live with them, can’t live without them” attitude, according to a new ANA study.
The Truth About Modern Familias
“Family” is the cornerstone to unlocking Hispanic culture in marketing. Yet there are very few quantitative studies out there that dissect exactly what family means and how culture is passed down within today’s modern familias.
How Coca-Cola Uses Marketing Experimentation as a Superpower [VIDEO]
Kelly Edwards sits down with Coca-Cola's Romain Mallard to discuss how marketing experimentation is transforming the brand.
Reckitt CMO says virtual studio models are key to ad sustainability
Fabrice Beaulieu is a veteran at Reckitt, having served in a variety of marketing roles since 1999 before being appointed chief marketing, sustainability and corporate affairs officer in April last year. Since then, he has implemented a number of new processes to accelerate the performance of the hygiene and health giant’s brands globally, including the launch of a Marketing Centre of Excellence and a new brand purpose agenda.
Understanding systemic risk in the consumer goods industry
Consumer goods companies are facing a challenging environment, with high inflation, supply chain disruption, labor shortages and other economic trends driving higher risk.
Winners announced for inaugural WARC Awards for Effectiveness North America – ALMA delivers
A total of 22 awards have been given at the inaugural WARC Awards for Effectiveness, North America Edition in association with LIONS, shining a light on the most inspiring and effective work delivering marketing success.
Winning With a Template
In any new business opportunity, putting your agency’s best foot forward is a balancing act of time and resources. Devoting the time and effort it takes to win can be a challenge, particularly for smaller agencies that don’t have a dedicated person in the new business role. We are often asked by agencies how they can best prepare a customized written response without building everything from the ground up each and every time. Below I’ll highlight three tips to help optimize your new business approach so you’re not reinventing the wheel for every race.
Seven Reasons Why The Hispanic Segment Can Beat The Recession
As a new year starts, we return to our work routine, facing the prospect of a recession. Some believe it will be a mild one, while others are more pessimistic. Nonetheless, most experts believe the country will face an economic slowdown, and consequently, brands may reassess their marketing investments as they will act more cautiously on where to invest their resources in 2023. By Isaac Mizrah - CEO of Alma Agency
Brand Building versus Sales Activation: A False Dichotomy?
But why split brand and activation at all? Why not do both at once? By Les Binet- Group Head of Effectiveness / adam&eveDDB
2023 Media and Entertainment Industry outlook [REPORT]
Streaming video, social media, and gaming are helping to enable new business models and reshaping media and entertainment. But the real story for 2023 is that these three sectors are increasingly becoming more interdependent as part of a broader and richer media and entertainment ecosystem. Successful companies will likely develop strong visions that span these sectors and pull their entire industries forward.
The missing conversation
Agencies are a vital part of any effective marketing organization but all too often the right questions aren’t always asked in these partnerships.
Lopez Negrete Communications and Hyundai Motor America create First Branding Campaign Aimed at Both Hispanic and General Markets
Lopez Negrete Communications and Hyundai Motor America announce first-of-its-kind anthemic brand work aimed at showing that no matter how far apart we might be, how different we may be, where we go or where we came from, it is the miles we spend together that are worth treasuring. The Las Millas que Nos Unen or The Miles that Unite Us campaign was originally created for the Hispanic market, but Hyundai observed its emotional relevance resonating across all audiences and selected it for the general market as well.
FTC Proposes Rule to Ban Noncompete Clauses, Which Hurt Workers and Harm Competition
The Federal Trade Commission proposed a new rule that would ban employers from imposing noncompetes on their workers, a widespread and often exploitative practice that suppresses wages, hampers innovation, and blocks entrepreneurs from starting new businesses. By stopping this practice, the agency estimates that the new proposed rule could increase wages by nearly $300 billion per year and expand career opportunities for about 30 million Americans.
The AXIS Agency launches Brand + Diversity Consulting
The Axis Agency announced it has launched Brand + Diversity Consulting (BDC), a strategic consulting practice dedicated to helping brands solve the biggest equity gaps that continue to affect multicultural populations. BDC will specialize in the healthcare, finance, and education sectors, where the need is greatest.
