Marketing

Major brands are holding themselves accountable and setting the expectations for their agency partners to model similar DEI values

Promotions have always been an important sales driver for consumer-packaged-goods (CPG) companies.

A dizzying array of changes in consumer behavior will touch nearly every industry as the reopening period progresses, vaccination rates rise, more schools and businesses open, and people start to emerge from their homes and re-enter the larger world. Changes to work and school patterns, and the reemergence of dining out and other experiential spending, will affect how consumers reprioritize their spending in the coming months and beyond.

Advertising, PR, creative, digital, and full-service agencies have played a crucial role in the marketer’s toolkit for decades. But the landscape is changing. More than ever, overlap exists between agencies and consultancies, in-house and external agencies, and the roles of humans and automation. ANA Marketing Futures gathered perspectives from marketers and subject matter experts to understand how marketers view the future of agency and how its trajectory impacts marketing decision making.

Miami is quickly becoming the next Silicon Valley. Fueled by the tech explosion permeating South America and corporate America’s waning interest in settling out west, Miami has become a bustling hub for upwardly mobile Hispanics.  Gabriela Alcantara-Diaz, Founder and President of Semilla Multicultural, joins us on The New Mainstream podcast to discuss the importance of understanding upwardly mobile Hispanic American culture and how it’s impacting niche markets.

Marketers have made strides in reaching Hispanics, but we’re still painting with too broad a brush. As a result, we’ve overlooked the largest Hispanic community: Mexican Americans.

The team at d expósito & Partners announced that two of their recent campaigns related to COVID-19 were recognized as winners in the 42nd Annual Telly Awards. The agency’s campaign with the Ad Council to promote mask-wearing, Lucha vs Virus, won a Silver Telly, and the social media and influencer outreach campaign with NYC Health + Hospitals Test & Trace Corps to promote frequent testing for COVID-19 won a Bronze Telly. The awards follow in the heels of the agency being recognized at the premiere creative competition in Latin America, El Ojo de Iberoamérica Festival in Buenos Aires, Argentina, where d expósito was chosen Best Independent Agency of the Year.

The American Association of Advertising Agencies (4A’s), appointed Michelle Headley / EVP operations and production at Alma to its national board of directors,  

A supplier diversity program is a proactive business program which encourages the use of women-owned, ethnic/minority-owned, veteran-owned, LGBTQ-owned, disability-owned, and small businesses as suppliers.

What are best practices and common structures for the organization of marketing and digital in companies today?

Empathy is not just another tick-the-box exercise

If timing is everything, then Byron Allen — the media mogul behind Local Now, Allen Media Group and Entertainment Studios — just made the biggest statement yet that the Golden Arches have been nothing more than a rusty bucket with respect to the level of advertising commitment it’s given to his broadcast and cable properties.  By Adam Jacobson / Editor – Radio TV Business Report

The latest Edelman Trust Barometer study may portend structural changes in how brands communicate with their audiences

Stay at home orders across the globe has had an immediate impact on consumers. Streaming times are at an all-time high, food delivery services are at max capacity, and almost all of us have become gamers. While it is true that immediate consumer behaviors have changed during stay at home orders, the real question marketers are grappling with as mandates are slowly lifted is if the disruption in purchase routine will affect consumer behavior long-term, and if so, how.  By Mario Carrasco / ThinkNow

As an agency laser focused on the domestic Latino audience, and working exclusively with large companies, we are often asked our opinion on the many terminologies which describe this demographic.  Social values and standards of decorum continually shift, so it’s important for organizations to stay at the forefront of respectful language and commonly-held practices.  So I’ll give it a shot to provide a concise overview of the terms, as well as our point of view on how companies should proceed.  By Mike Valdes-Fauli / Pinta Agency

Media KPIs have been identified by the ANA Media Leadership Growth Council as one of its areas of initial interest due to the direct connection between KPIs and business results.

Brands have to show they want to truly connect with people rather than just reach them

Dizzying changes in customer behavior are pushing brands beyond B2C or B2B, but what is B4H?

Let’s talk about planning. Even better, let’s be clear what we mean by the word, then let’s talk about it.  By Brian Jacobs / The COG

The new report details how the self-reliant buyer and a chaotic, digital-first customer journey have flipped much of the sales action to the top of the funnel, making marketers responsible for nearly half of a company’s revenue. Yet scarce resources, mediocre data skills, and a skeptical CEO threaten to undermine marketing’s efforts.