Marketing
Your next agency pitch will cost you financially, but not as much as you think.
The practice of going to tender at the end of the agency contract period has become a habit for many major brands. Procurement will argue it is the only way to truly test an agency against the market. But as we have highlighted previously, this is a flawed approach.
Go Long: 5 Ways To Grow Your Brand
I grew up in Houston and, like most high school boys, we could not get enough football. During the week we had daily football practice. And most weekends, rain or shine, it was touch football in the park. We wanted to be the best. By Roberto Orci
ANA calls on Marketing Industry to combat Online Hate Speech
Ninety leading marketers, agencies, media companies, social media platforms, trade groups, and NGOs have pledged to take definitive action to combat online hate speech through their support of the ANA’s #EngageResponsibly initiative.
How to make marketing change management more successful
There has been an incredible amount of change within marketing departments (and of course businesses overall) over the past 2 years.
Why grocery advertising has never been more effective
Ad spend will yield better returns today than before the pandemic, as consumers are more receptive than ever.
Modern marketing dilemmas: Where does performance marketing meet brand building?
We unravel the criticism against Marketing ROI as a key metric, and explore how to get the balance right between short and long-term measurement.
5 Steps to Restructure Your Marketing Organization [REPORT]
Many marketing leaders are still feeling the long-lasting impacts from the pandemic, which has forced their organizations to be more agile and creative, even with restricted budgets.
Unlocking the core antagonists of resilience: The personal realm
How self-awareness and self-mastery are paramount in C-suite leadership
Estimates of Undercount and Overcount in the 2020 Census
Census Bureau released results from two analyses about the quality of the 2020 Census counts. While both showed the strength of the count for the total U.S. population, each analysis revealed that the 2020 Census overcounted or undercounted various demographic groups.
49% of Marketers say they are looking to contextual advertising to replace cookies
GumGum published the results of a survey that found 49% of brand marketers are looking to contextual advertising to replace cookies in their marketing efforts.
Gaming The Metrics: How The “Made For Advertising” Industry Thrives
Every ad-supported media company makes trade-offs between long term revenue and short term revenue. TV and radio shows, mobile games, and webpages can all boost short term revenue by increasing ad loads. But that short term tactic drives away consumers and advertisers, creating headwinds for long term growth. It’s a natural check that balances the competing needs of media companies, marketers, and consumers.
Want to produce great work? Stop treating your advertising agencies like dirt
A really fun thing about working in marketing is that anyone who has ever seen an ad reckons they know how to do your job.
Second chance for marketers in Second Life
No, this is not a reference to the current metaverse that marketers are going gaga over, it is the title of a blog post I wrote back in 2007. But you know what? I think the marketing issues raised in the post are just as relevant to marketers today as they were then. If you are going to spend your budget on setting up shop in the new metaverse, perhaps you should figure out how your brand will add value to that experience. By Nigel Hollis
Three principles from four decades of media practice
Global media expert Ben Jankowski, former SVP Global Media at Mastercard, shares his key learnings from his forty-year career in media as he ends his impressive 11-year tenure at the company and eight years as a global chair of WFA’s Media Forum to start a new consulting venture.
How Black audiences are engaging with audio more than ever
For African Americans, content is the common language.
MAGNA Hosts 2nd Annual Equity Upfront Focused on Deep Engagement and Collaboration with Diverse-Owned Media Companies in 2022 and Beyond
MAGNA, the investment and intelligence company of IPG Mediabrands, announced its second annual Equity Upfront™, taking place on April 5 – 7th, 2022. The theme for this year’s event is “Invest for Impact” and will be a hybrid experience, both virtual and in-person, focusing on highlighting the impact of diverse audiences on media consumption and their impact on brand loyal
Three questions to help set realistic marketing growth targets
In his recent article on Mumbrella, "The forgotten 'P' of marketing," Ryan France references the 'spiral of doom.' As he notes, the spiral will be hauntingly familiar to many marketers. But if the spiral of doom ultimately leads to bankruptcy, what might lead to the spiral of success? By Nigel Hollis
New Advertiser And Consumer Studies On Media Attentiveness And Ad Skipping
Attention measurement is a new trend sweeping through media circles. The Advertising Research Foundation defines advertising attentiveness as “the degree to which those exposed to the advertising are focused on it.”
A Growing Hunger: Hispanics & Plant-Based Foods
Food plays a defining role in multicultural consumers’ lives, and research shows that adopting a flexitarian lifestyle has become much more than a passing fad, especially for diverse communities in the United States.
Collage Group launches Parents & Kids Research Program
This new consumer research offering, created with input from nearly a dozen leading Collage Group member brands, is designed to cover the insights brands need to engage and activate parents and kids across race and ethnicity.
