Marketing

Imagine you’re a CMO from a giant U.S. Corporation, and on August 12th, you received a message from your boss. She just got two questions from one of the company’s board director: Have you seen the latest Census data? And most importantly, are we ready to compete in this new diverse marketplace?  By Isaac Mizrahi – Co-President & COO of ALMA

This year has been marked by unprecedented change in society, the economy, and the health of all Americans. In times like these marketing planning based on a high level of certainty has advantages. Here are 6 U.S. Hispanic market insights that are certain to maximize your 2022 marketing plans.  By Roberto Orci, EVP Strategic Growth at Captura Group

In marketing, Double Jeopardy refers to the relationship between brand size and repeat purchase, whereby penetration and repeat purchase rates are correlated. The bigger the brand is, the more repeat purchasers it will have, which puts small brands at a double disadvantage. But just knowing this fact does not tell you why the pattern exists or why it is so prevalent.  By Nigel Hollis

You have all read the reports and opinions. You might even think it yourself. Since the start of the pandemic, I have heard and read what has almost became a mantra – ‘this is marketing’s time!’

The Capability Gap found that the role of media leadership is expanding. New responsibilities are being included within the remit, with a growing focus on brand safety but also the ethical dimension of media investment. More than simply being tasked with placing investments that deliver a positive ROI for the brand, media leaders now also need to consider whether these are the right choices for the environment, consumers and society at large.

Helping to prevent a breach — and protecting proprietary data — is mission-critical for brand managers

2020 was always expected to be an inflection point.

CMOs and Marketing Leaders must reprioritize channels, programs and resources to remain competitive and efficient.

Is data overload actively inhibiting insight and making it harder for comms professionals to find the story in the noise? Our recent study, ‘Five crucial steps to a smarter communications strategy,’ seeks to answer this and other questions… and unveils the vital strategies that empower brands to manage their reputations successfully.

After the severe decline in media investment in 2020, the ad industry has been encouraged by a rapid recovery in 2021, with advertising being used as one of the levers to fuel recovery. As consumer behaviour continues to evolve, and we emerge into a new media landscape, brands need to understand which consumer and marketer attitudes have changed, and which have stayed the same. Which media brands have retained their appeal, and which have grown stronger?

CMO tenure is the lowest it has been in over 10 years, and while new data suggests that 86% of CEOs believe CMOs have the power to influence key decisions of the C-suite, less than a third actually trust their CMOs to grow the business.

Tras la posposición de la premiación correspondiente al año 2020, la Asociación Publicitaria de Puerto Rico otorgó los galardones a la creatividad en una ceremonia conjunta que cubrió dos años de trabajo creativo, que corresponden a sus ediciones 38 y 39. Durante el evento, la industria publicitaria reconoció los mejores trabajos, entre los que destacaron piezas que hicieron latente la importancia que tienen la creatividad y efectividad a la hora de proveer a los clientes y marcas soluciones para enfrentar los retos de un mercado cambiante y lleno de transformaciones.

HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2020 Hispanic Market Thought Leaders (previously Hispanic CMO) for our readers.

There’s a disconnect in the ad industry. With the past year’s layoffs and restructuring, there should be no problem filling every empty job. And yet, over and over, I’m hearing from agencies that they can’t find the people they’re looking for. Many agencies that I’ve met recently have upwards of 150 open roles that they cannot fill. Why is this happening? Where’s the talent?

David Droga’s new role as CEO of Accenture Interactive has been a hot topic this week. While many wonder what it might mean for consultancies versus agencies, that may be a moot point as the two hire and acquire their way closer together. And it’s not what I find most interesting about Droga’s new position.  Droga’s ascension signals the increased valuation of creativity. If a business consultancy can put a creative in its #1 position, that says a lot about how it perceives creative’s value for its own business and clients.  By Mark Duval – The Duval Partnership

As social media mints new celebrities, marketers now have a much larger pool of spokespeople to choose from to carry their message

Evidence-based metrics saved used cars, personal finance, and higher education ratings — now they’re coming for digital media

Considering the time, energy and expense marketers spend conducting reviews—and that agencies spend on developing new business—it’s critical for both partners to ensure a long and fruitful relationship.

Celebrities feature in 16% of ads worldwide – but their presence alone is not enough. Used effectively and consistently throughout a campaign they can improve brand impact and sales.

Here’s something we all know: advertising measurement is outdated. Just scroll through the media headlines and it’s impossible to avoid. An Olympics that saw both record consumer engagement and ratings declines. A high-profile dispute over box office numbers and streaming audiences. Or as the Media Rating Council’s Board considers Nielsen’s accreditation fate.  By Kelly Abcarian – EVP – Measurement & Impact, Advertising & Partnerships – NBCUniversal