Agency

Why data is the lifeblood of the advertising ecosystem in 2020

Whether it is a sports streaming service or a home goods manufacturer, client businesses have been completely transformed in the past few months. Chief marketers now want, and need, their agency partners to transform with them.

The ANA Educational Foundation (AEF) has announced a series of events, activations and commitments to advance its mission of making the advertising and marketing industries more diverse and inclusive.

Now I understand the LatinX phenomena …….

The United States is more racially and ethnically diverse today than it ever has been, and it is projected to be even more diverse in the coming decades. In 2019, Americans who identify as a race or ethnicity other than non-Hispanic White made up 40% of the country’s population, and their combined share is predicted to increase to over 50% by 2044, according to the U.S. Census Bureau.

Young, diverse, busy, empowered, and family-centered, Latinas are one of the fastest-growing segments among the U.S. population and will represent more than 20% of U.S. women by 2024. They are responsible for more than a trillion dollars of household spend, yet less than 3.6% of U.S. ad spending is invested on them. Are you ready to earn these super shoppers’ business?

In a year marked by crisis and uncertainty, corporate America is at a crossroads. The choices companies make today will have consequences on gender equality for decades to come.

Just a few months ago, the idea for Small Agency Monday was hatched by David Krupp, CEO, Americas at Billups, when he asked in AdAge, “what if independent advertising and media shops had the equivalent of American Express’ Small Business Saturday?” The idea that the advertising industry “could do more” to raise awareness of independent agencies resonated with many, and the concept quickly gained momentum. Currently, the Small Agency Monday campaign represents 150 agency partners from founding members Worldwide Partners, Tribe Global, Billups, and Magnet Global Network, and seeks to add more.  by Mark Duval – The Duval Partnership

A majority ownership stake in Casanova//McCann, the Costa Mesa, California-based multicultural advertising agency within the McCann Worldgroup network, has been sold to the agency’s long-time President/CEO, Ingrid Otero-Smart. Terms were not disclosed.

A much more discerning grocery shopper is emerging in the wake of initial widespread panic-buying sparked by COVID-19 this past spring that led consumers to disregard prices and stock up on products and ingredients required to prepare the entirety of their family meals at home. Retailers and their trading partners responded as rapidly as possible to the sudden spikes in demand by pulling back on promotional efforts and focusing on their supply chains to keep up, which led to higher prices on 64% of more than 500 grocery store categories.

Against the backdrop of a global pandemic, economic turmoil, and calls to address racial inequality, brands need to take a meaningful stand.

Teaching white privilege and unconscious bias are now grounds for termination, according to an executive order signed by President Trump.  (Note: we originally used the ANA logo by mistake)

At a moment when brands are reflecting on their relationships with multicultural consumers, it’s a great time to talk about something that’s been happening in multicultural marketing for the last decade or so: it’s time to quit defunding your multicultural marketing. What we’ve seen in the Hispanic market, specifically, is that brands have moved to reduce spending under the guise of the Total Market Approach. Granted, we’re all being asked to do more with less. And budget cuts are a part of our reality. But I’m here to show you how to grow your market share and spend your ad dollars more effectively by committing to the Hispanic market.  By Pete Lerma, CEO & Co-Founder LERMA

The terms Hispanics in the United States use to describe themselves can provide a direct look at how they view their identity and how the strength of immigrant ties influences the ways they see themselves.

I often get asked whether brands should use Español or English to reach U.S. Hispanic consumers. The answer is both or a mix, but it’s more complex than just language. Latinos are one of the most diverse minority groups in this country — the market includes some 20 national identities. While we enjoy similar values and traditions, understanding cultural nuances affords brands an authentic connection to us, regardless of language.  By Jorge A. Plasencia

2020 is the year when the majority of all Americans under seventeen years old will be from a minority background, a process that will culminate with a so-called “minority-majority” population by the mid-2040s. These demographic changes will bring about a significant transformation to Corporate America, and during the next few months, I will discuss some of these consequences, in each article targeting one specific area of our business environment.  By Isaac Mizrahi – Co-President of ALMA

Once upon a time, TV was linear, with a handful of channels, and the standard unit of measurement was the gross rating point (GRP), which dictated advertising costs and set CPMs. The GRP, the only measurement available, reported on age and gender demographic impressions culled from panels. Brands advertising on television relied on it to place their broadcasting spend accordingly.

Covid-19 has changed the developed markets of Europe and the US more quickly and more dramatically than what would have been imaginable during the early weeks of 2020. It has changed how and where people spend their time, what they think and feel, and it has spurred massive shifts in what people buy and how they buy it.

Every night, as 5 full time virtual students/workers get ready to take their car out for a spin, I think the auto industry is really missing the growth of the Hispanic consumer.  I did say 5 adults… 4 cars… one house… and during COVID our cars are our escape strategy.  By Ana Ceppi

A McKinsey Global Institute report finds that $12 trillion could be added to global GDP by 2025 by advancing women’s equality. The public, private, and social sectors will need to act to close gender gaps in work and society.