Agency

Learn from 2020 PRWeek Hall of Femme recipient Natalie Boden, founder and president of BODEN, about the power of PR and how brands can build trust, reputation and drive market growth in 2020.

The world’s most valuable brands have seen their total brand value increase by 5.9% despite the economic, social and personal impacts of COVID-19, according to the 2020 BrandZTM Top 100 Most Valuable Global Brands ranking released by WPP and Kantar. The total brand value of the Top 100 global brands reached US$5 trillion, equivalent to the annual GDP of Japan. It has increased by 245% since 2006, when the total brand value first reached US$1 trillion.

When was the last time you reconsidered your approach to consumer monitoring? Your usual methods of tracking consumer trends may work well under typical, everyday market conditions—but these are not everyday market conditions.

In less than two years, many publishers, advertisers, data vendors, and technology platforms will need to reevaluate and retool their approaches to data collection, audience targeting, measurement, and attribution analysis. All of those activities will change, and along with them the ways that we track and measure advertising and user behavior and how campaigns and websites will be optimized.

Many factors come into play when choosing a market research vendor. Some of the most common are methodological expertise, pricing, and, most importantly, data quality. However, when a multicultural research need comes up, rarely do corporate researchers vet their vendor’s multicultural expertise. So, should it be a prerequisite for getting the job? Absolutely, and here’s why.

Last week I posted about an update of the Mastering Momentum analysis, which found that brands which over-performed across different stages of the buyer lifecycle grew an average of 48%. The time frame used for the analysis was an interval of three years, making it one of few studies to study brand growth over a longer period of time.  by Nigel Hollis

Organizers from Carnaval Miami announced that the iconic Calle Ocho Music Festival 2020 that was previously cancelled in March will return this year on October 4th as Calle Ocho Live (www.CalleOchoLive.com) #CalleOchoLive, a live stream and broadcast TV Hispanic Heritage Month-themed extravaganza that will feature major music artists, a variety show and many creative surprises.  

When it comes to Latinos, there is no shortage of audio consumption among our community. As we are about to see, the same is true for podcast listening. The irony, however, is in the shortage of resources available to the Latino podcasting market. This strong consumption — paired with a lack of research – merits a formal look into the podcast listening terrains of the Latino listening world. This is exactly one reason why we teamed up with leaders in the audio space to conduct a study that will provide insights into the podcast listeners and non-listeners of our often simplified, but truly complex, ethnic group.

It’s a bit of a business this blogging lark. You write a piece on Facebook and the various companies who have decided in one shape or form to pull funds from the platform, only for Mark Zuckerberg to change the rules thus rendering out-of-date most of what I’d written. If you see him, have a word with him for me, would you? Thanks.  By Brian Jacobs

When most consumers think about their media consumption, they’re quick to recall their favorite TV program, a new video game they’re into or the last Netflix original they saw. Rarely—if ever—do ads enter the conversation. This isn’t surprising, but it undersells the significance that ads have in consumers’ lives.

IPG Mediabrands released its 10 Media Responsibility Principles (MRP) as part of a larger effort to balance brand safety and brand responsibility in advertising. While “Brand Safety” protects the brand, “Brand Responsibility” protects the communities that a brand serves, weighing the societal impact of the content, the publishers and services, and the platforms being funded by advertising. IPG Mediabrands’ MRPs are a call to action for companies to hold themselves to higher standards more broadly when it relates to brand safety and brand responsibility matters, not just in media.

United by their mutual skepticism about attempts to define “Total Market,” indeed wary of the concept itself, Pedro de Córdoba /  Eventus  and David Morse /  New American Dimensions began a regular correspondence via e-mail and text about a month ago. The following is a distillation. [We previously published this article on 4/25/2015 and is worth republishing]

In the aftermath of George Floyd’s death, most of us are trying to understand how to honor this critical moment in our country and evolve. The consequences are many and will continue to impact us as individuals, and as business leaders.  By Isaac Mizrahi –  Co-President of ALMA

‘The Agency of the Future’ gets a lot of attention in the press and at industry conferences. ‘The Agency of the Future’ partners with its clients, solves brand problems through enhanced creativity, provides digital/integrated solutions, attracts the best industry talent, and competes with consulting firms. It is a wonderful dream that will be realized only if ‘The Agency of Today’ is fixed. This is not happening.  By Michael Farmer

Why an identity-based approach is the future of marketing in a post-cookie world

Why EQ, AI, and creativity are the most crucial factors in the new era of marketing

Before and since COVID-19 hit, consumers loaded up on paid media subscriptions and sampled free services. As costs, competition, and subscription fatigue grow, their choices today could shape the industry for the next decade.

The new report, The Power of Belonging: What It Is and Why It Matters in Today’s Workplace, measures employees’ sense of belonging and finds that White men score higher than female employees and employees of other races or ethnicities. Among those groups, Black women and Asian women score the lowest.

The Covid-19 crisis and its fallout — including recession, layoffs, and uneven economic pain — as well as recent protests over police brutality and demands for racial justice have presented many of us with challenges that we’ve not encountered before. The high-stakes and unfamiliar nature of these situations have left many people feeling fearful of missteps. No one can reduce mistakes to zero, but you can learn to harness your drive to prevent them and channel it into better decision making. Use these tips to become a more effective worrier.

The U.S. Census Bureau released estimates showing the nation’s 65-and-older population has grown rapidly since 2010, driven by the aging of Baby Boomers born between 1946 and 1964.