Trends

In the Interest of Good Science: A Closer Look at the World Happiness Report

How happy the citizens of a country are is a better measure of how well that country is doing, more so than the gross national product (or GDP). To promote and draw attention to this concept, the United Nations has observed the International Day of Happiness on March 20th annually, since 2012. On that date, the World Happiness Report (WHR), which ranks countries by their populations' happiness levels, is published by the joint efforts of the UN, Gallup, and Oxford’s Wellbeing Research Center. This year, according to the 2025 World Happiness Report, Finland, Denmark, Iceland, Sweden, the Netherlands, and Norway remain at the top of the list of happiest countries, as in previous years.

84% of CMOs Report High Levels of Strategic Dysfunction

A survey of 403 CMOs conducted in October through November 2024 revealed organizations with high levels of strategic dysfunction are 36% less likely to report strong business and marketing performance. CMOs report multiple forms in which strategic dysfunction appears

Radio Creative Wear-Out Study Validates Mark Ritson’s Conclusion That Consumers Don’t Get Tired Of Ads, Only Marketers Do

One of the most frequently asked questions the Radio Advertising Bureau receives on audio creative involves wear-out. Wear-out is defined as the point where creative testing declines from its peak due to message frequency fatigue.  By Pierre Bouvard

Think like an Immigrant.

World class leaders and companies rarely get defeated.   They decide to defeat themselves by a) not taking emerging competitors with new models seriously , b) paying scant attention to underdogs with fewer resource and different approaches, and/or c) by refusing to align with the forces of the future.  By Rishad Tobaccowala

Why First-Party Data Is Critical for Personalization (and Why Syndicated Data Alone Won’t Cut It Anymore)

In the age of hyper-connected customers and rising expectations, personalization is no longer a nice-to-have—it’s a baseline requirement. Brands are expected to understand who their customers are, anticipate their needs, and deliver the right message at the right time, through the right channel. And to do that, the kind of data you use matters—a lot.  By Monique De La Rosa - Translating complex data into actionable, experience-led solutions -- architecting Personalized Interactions with Storytelling ... where Data Talks & Strategy Speaks

Positive Perceptions emerges as key attribute for Driving Brand Performance on Social Platforms [REPORT]

MAGNA and Pinterest release illuminating new research that explores the links between ad environment attributes and brand outcomes on social platforms. This study centers users’ emotions as core data to inform media planning and drive brand alignment. The robust research project measures brand impact, unconscious neuro-metric response, and sales impact through marketing mix modeling (MMM) to provide comprehensive insights for advertisers, who are relentlessly focused on KPIs and adapting to the changing media landscape.

MAGNA rleases U.S. Advertising Forecast Spring 2025 Update – “Uncertain Times”

MAGNA always anticipated a market slowdown in 2025 due to the strong comparables, but we have further reduced our growth forecast in this update. The lack of economic visibility and a decline in confidence may impact marketing and advertising budgets in the short term. In this uncertain economic environment, the most vulnerable industry sectors include consumer goods (packaged food, beverages, and personal care), quick-service restaurants (QSR), and automotive. Despite the challenges posed by economic uncertainty, organic growth factors—such as media innovation, AI, retail media, and ad-supported streaming—will continue to enhance the effectiveness and efficiency of advertising formats, encouraging advertisers to maintain or expand their budgets. Factoring all drivers and inhibitors, media owners’ advertising revenues are projected to grow by +4.3% in 2025 (down from the previous forecast of +4.9%). When adjusting for cyclical spending in both years (political advertising and the Summer Olympics in 2024), non-cyclical ad revenue growth in 2025 is revised from +7.3% to +6.7%, still solid by historical standards.

Attribution, attribution, attribution: Spotify’s location-based playbook.

By Gonzalo López Martí - Creative Director

• “I know that 50% of my advertising budget goes to waste. Problem is, I don’t know which 50%.”
• A phrase that belongs in the Cliché Hall of Fame*.
• It remains as relevant as ever nonetheless: attribution is the ultimate marker of advertising ROI.

Cultural Capital Is the Flex

3 Models Brands Must Master to Lead in Culture (Not Just Market in It)  Culture moves everything. It drives how people see themselves, who they connect with, and what they buy. It shapes language, aesthetics, rituals, desire. From Kendrick Lamar’s Super Bowl show to Bad Bunny’s Puerto Rican manifesto in album form, culture isn’t riding shotgun—it’s driving the whole car.  By Roberto Ramos - Group President, Chief Transformation Officer at Culture + Group & CIEN +  

Reaching LGBTQIA+ Consumers with Interactive and Targeted Advertising Strategies

LGBTQIA+ audiences are bullish on interacting with brands through digital advertising and social media, according to Horowitz’s recent report, State of Media, Entertainment, and Tech: FOCUS LGBTQIA+. This annual study found that LGBTQIA+ consumers are more likely to engage with interactive and targeted advertising.

Why the Work of the Immigrant Archive Project is More Important Now Than Ever

In a time when the contributions and struggles of immigrant communities are being systematically erased from public consciousness, the Immigrant Archive Project (IAP) stands as a powerful counterforce—preserving the stories that define America’s rich and diverse narrative. The IAP, the leading oral history project documenting the modern immigrant experience, is more than a repository of memories. It is an essential safeguard against the dangers of historical erasure, and its work has never been more crucial than it is today.  By Tony Hernandez - Founder of The Immigrant Archive Project

Need to know: What is share of voice?

How many ads do people see every day? It’s a hard number to pinpoint, and even harder to figure how many they actually pay attention to, but one thing is for sure: brands that stand alone in the spotlight are easier to notice than those sharing the stage with dozens of their competitors.

Only 50 U.S. Counties Had Populations Over a Million in 2024

Fifty or 1.6% of the United States’ 3,144 counties had at least one million people on July 1, 2024, more than double the number (23) in 1970.

Scaling a Digital Agency: When to Expand, Outsource, or Automate?

Scaling a digital agency is both an exciting opportunity and a complex challenge. As demand grows, agency leaders must decide when and how to expand while maintaining efficiency, profitability, and service quality. The key question is: Should you hire in-house talent, outsource to specialized partners, or invest in automation? Each approach has its advantages and trade-offs, and choosing the right one depends on your agency's goals, budget, and operational needs.

The Modern CMO: Driving Transformation in an Era of Complexity

Adapt or become irrelevant. That's the harsh reality facing today's CMOs. In a marketplace defined by rapid technological shifts, evolving customer expectations, and relentless competition, marketing leaders are no longer just responsible for brand awareness — they're accountable for driving growth, building trust, and transforming their organizations from the inside out.

What Age Do People Around the World Think Is Best to Reach Major Life Milestones? [REPORT]

When is the right time in life to get married or have a child? What is the best age to buy a home? Is there an ideal age for retirement? We asked adults in 18 mostly middle-income countries what they think is the best age to reach these life milestones. Overall, there is a lot of agreement around the world.

Nielsen Launches its 2025 Global Media Planning Report  [REPORT]

Nielsen released its 2025 global media planning report. With the media landscape now so fragmented and complex, the report aims to help advertisers and publishers navigate their way through an ecosystem that is more nuanced and multifaceted than ever before.

Gen Z: A Generation That Shapes Culture in Real Time Through Streaming & Scrolling

A new study from Horowitz Research highlights the behaviors and cultural influences of Gen Z, showcasing key insights into their language diversity, media consumption, and social identity. As the generation that scrolls, streams, and shapes trends in real time, Gen Z is redefining the way brands, media, and influencers engage with audiences at the intersection of media, culture, and identity.

The Essential Elements of Agency Credibility: Why Proof Points Matter

In the competitive advertising landscape, potential clients are bombarded with many similar promises and pitches. There’s not a lot of “new” in the noise, and what does it all mean to a team that doesn’t truly know your agency yet?

The Power of Culture in Latinx Media and Music Consumption

According to Horowitz Research’s FOCUS Latinx: Social, Cultural & Political Shifts study, culture is at the core of Latinx consumers’ media and music habits. As a Latina, I see this firsthand in the way I engage with content—it’s not just entertainment; it’s a reflection of my identity.  By Adriana Waterston