By Gonzalo López Martí Creative director, etc. / lmmiami.com/
- It happens again and again.
- Regardless of the number of weeks or months an agency is given to prepare a presentation for a pitch or RFP, the last stretch will involve sleepless nights, lost weekends, exhaustion and nervous breakdowns.
- Even if the entire payroll of said agency is assigned to the project with ample time to react, the outcome will be the same.
- The very definition of a paradox: the more staff one adds to complete a certain task, the longer it takes to be fulfilled.
- Pathological procrastination?
As the marketing technology landscape continues to grow and new vendors, services, and solutions providers expand the ability of CMO’s to drive growth through the increased performance of their marketing efforts, today’s marketers demand a trusted resource to better understand the myriad of terminology associated with increasingly complex tech stacks. Intended to aid this effort, the ANA’s Data and Technology Practice has curated a collection of marketing data and technology terminology citing publicly published definitions from industry leading data, MarTech, and AdTech companies and trade organizations.
The Federal Trade Commission has released a new publication for online influencers that lays out the agency’s rules of the road for when and how influencers must disclose sponsorships to their followers.
Insights from a new CMO study of more than 400 marketing organizations across the globe illuminate how top CMOs and companies are organizing and operationalizing their marketing functions to succeed in today’s disruptive business climate while providing a roadmap for critical planning and decision-making needed to ready and evolve modern marketing organizations for the future.
We hear a lot in the news these days about how big companies are both challenged by and responding to the threat from start-ups. In many cases, start-ups are lauded as more consumer-focused and agile. As a result, big companies have set up small units designed to mimic the start-up model, but is this truly a recipe for success? by Phil Sutcliffe – UK Board Director / Kantar
Even though Hispanics over-index on the usage of many products and services, and even though they demonstrate higher Lifetime Value, the market does not command marketing shares of budget commensurate to its share of the population. US Hispanic ad spend is at 6% of the total US ad spend, while comprising 20% of the market and even more across key demographics. Why is that?
The ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) released key findings from its second Cultural Insights Impact Measure™ (CIIM™) study, its first-ever focusing on how the role of culture impacts audience’s view of television programming. Learnings demonstrated that greater cultural relevancy drives +19% higher net likeability for shows; the CIIM™ score is 27 points higher for Hispanics in endemic (networks with 85%+ multicultural audiences) vs. non-endemic networks (networks targeting all segments).
It’s no secret that marketing has undergone a massive transformation in recent years. Digital channels now capture over half of all advertising spending in the U.S. Understanding that marketing has changed doesn’t mean you know how to navigate the new landscape or what others in the field are doing to keep up.
Younger generations are more likely to buy products based on influencer recommendations, as well as consider them reliable. However, these demographics still see influencers as less trustworthy than other sources.
As companies look to improve their multicultural marketing in 2020 and beyond, it’s time to bring new depth to the conversation and address colorism.
The leadership challenge of balancing short- and long-term business pressures, and doing so in an ethical way in which both a company and its stakeholders can thrive, is a challenge that is well-known to all business leaders.
Super Bowl advertising has come a long way. This year’s commercials were no longer limited to male targets with creative using guy humor to get a good laugh and be memorable. The categories represented were no longer dominated by the more traditional ones, like beer, soft drinks, snacks and automobiles, but included technology, beauty and, of course, politics. Female-targeted spots were in full force, with empowering, #FutureIsFemale-themed creative including Secret, Olay and Genesis; as were messages of sustainability from Saucony and SodaStream. The casting selection made major strides in terms of diversity, with spots featuring protagonists representing the Black, Asian, Hispanic, 50-plus and LGBTQ+ communities. By Louis Maldonado – partner at d EXPOSITO & PARTNERS
By Gonzalo López Martí – Creative director, etc / lmmiami.com/
For the second year, Bain Media Lab and AI pioneer Hive partnered to analyze marketing within and around the Super Bowl using Mensio, an AI-powered TV advertising and sponsorship analytics platform developed in partnership between Bain and Hive.
