Marketing
Who’s laughing now? Let’s stop the decline of humor in advertising
Kantar’s AdReaction study showed that humor is the most powerful creative enhancer of receptivity. And it crosses the generations. Our Link ad testing database also shows that not only is it a great way to get a reaction, but it can make your advertising really stand out from the crowd. Humorous ads are more expressive (+27 point increase), more involving (+14) and more distinct (+11).
Hypercultural Latinx, The Next Generation of Growth
In this episode of The New Mainstream podcast, Ilse Calderon, discusses why the Hypercultural Latinx consumer represents the next generation of growth for emerging brands.
49% of Marketers Say They Are Looking to Contextual Advertising to Replace Cookies
GumGum, a global media and technology leader, specializing in contextual intelligence, published the results of a survey that found 49% of brand marketers are looking to contextual advertising to replace cookies in their marketing efforts.
ANA and IRG team up on new CMO Leadership Program
The ANA and the Institute for Real Growth (IRG) are partnering on a new, first-of-its-kind program for CMOs that is designed to develop leadership capabilities and drive business growth.
Hispanic Marketing Council honors Kellogg’s as the 2022 Marketer of the Year
The Hispanic Marketing Council (HMC) announced today that Kellogg’s is the winner of the 2022 HMC Marketer of the Year Award. Kellogg’s joins a prestigious short list of elite brands that have received the award, including AARP, Ford, McDonald’s, Nestlé, Sprint, State Farm, Toyota and Walmart.
Six Hispanic Healthcare Insights for Successful In-Culture Marketing
As Latinos welcomed the New Year, the traditional “Salud!” was the quintessential closing to every family’s wishful holiday toast. And while the pandemic has certainly made public health concerns top-of-mind for most, it’s no secret that health and wellness have always been high priorities for U.S. Hispanics, who rank the importance of their health higher than non-Hispanics.
Performance marketing seeks to divide, branding seeks to unite
Recently, I have spent a lot of time trying to understand the world of performance marketing. It has not been easy, in part because of my background in brand building. To me performance and branding are like chalk and cheese. They reflect very different marketing mindsets and practices. By Nigel Hollis
2022 – A New Era for Retail
Incredible retail changes have occurred over the past two years — some will phase out, but many are now so ingrained into consumer behavior that they will linger. Spending in the current normal is not “normal,” at all. Similarly, looking at the year ahead is less about planning for emerging trends, and more about preparing for the changes on the horizon.
Global Ad Spend Forecasts January 2022 [REPORT]
Advertising investment is forecast to grow by 9.2% globally in 2022, according to the latest dentsu Global Ad Spend Forecast report. The twice-yearly report which combines data from over 50 markets globally, anticipates US$745 billion will be spent globally.
Chasm in Client / Agency Relations
More than 90 percent of senior marketers believe training resources for successful agency management are inadequate and that more comprehensive training is needed, according to a study by the ANA’s Marketing Training & Development Center.
Multicultural marketing: Lessons from the past in predicting the future
Writings on multicultural marketing penned since the turn of the century reveal several trends borne from current events. In the early aughts, authors cited an unbridled optimism promising a future celebrating the potentialities of multiculturalism (Burton, 2002; Garcia, 2004). In this spirit, those who were once seen as commodities in the American dream were increasingly seen as valuable contributors to it, introducing new foods, clothing, and arts, and increasingly viewed as a potent economic force in their own right (Williams-Sanchez, 2021). Companies responded with total market approaches, though the promise of integrating diverse segments into the totality of marketing efforts, was never fully realized (Morse, 2021). Worse still, the multicultural ethos triggered a backlash from those seeking to retain white hegemony (Morse, 2018; Ulver & Laurell, 2020).. By Amy Huber, Doctoral Student - Florida State University, School of Communication
Fun While It Lasted: Ad Industry Approaches a Reckoning
The ad industry, which so admirably mastered the technical complexities of digital and social media, is threatened by its deteriorating business economics. The business model is broken. Marketing executives (CMOs and Indirect Procurement) and agency CEOs need to radically redesign how they do business with one another.
The rise of commerce media
Commerce media is transforming advertising by using data to close the transaction loop.
Multicultural Marketing Investments Expected To Grow In 2022
As we start a new year, there's a sense of optimism regarding the expectations around multicultural marketing investments. Before the holiday break, I connected with a few industry leaders representing different segments and discussed the trends for 2022. By Isaac Mizrahi - Co-President of ALMA
Performance media and marketing: An expanding playground for brands [REPORT]
While performance media will be unlikely to influence a major purchase decision on its own, it works incredibly well for short-term impulse purchases – and brands can leverage these moments to build long-term brand value.
Direct Mail Still Leads in ROI by a Wide Margin
When it comes to direct marketing media strategies, email remains king among advertisers while social media is gaining ground and running a close second, according to a new ANA study.
Micro Cultural Insights Yield Hyper Engaged Audiences, Higher Conversion Rates [PODCAST]
In this episode of The New Mainstream podcast, Marissa Nance, Founder and CEO of Native Tongue Communications, discusses how micro-cultural insights can help marketers use empathy to improve marketing performance.
A comprehensive guide to brand equity and growth [REPORT]
Brand equity is one of your business’s most valuable assets. Our many studies have proven that the stronger the brand, the more superior the shareholder returns, and the greater the contribution to a business’s cash flow.
C-Suite Outlook 2022: Reset and Reimagine [REPORT]
Inflation concerns are skyrocketing. Labor shortages are driving talent retention and recruitment to the top of the CEO agenda in 2022. How do CEOs plan to seize the opportunities?
5 keys to a successful digital marketing transformation [REPORT]
Today’s consumers demand omnichannel sophistication and personalized brand experiences, forcing companies to rethink their approach to demand generation and find better ways to measure marketing effectiveness.
