Agency

It is easy to measure sales being made now, but if a brand is to grow must also influence people who are not yet ready to buy. It must influence people who do not yet know they want to buy the category, never mind a specific brand. So how do you know whether your marketing is likely to generate future sales?  by Nigel Hollis

It’s a yawning chasm throughout the marketing terrain: 85 percent of CMOs believe that big, creative ideas that build brand and emotional connections are critical for future success — but just 54 percent say they can currently deliver on those capabilities. That’s one of the key findings from the “Make Change Real 2019 CMO Survey,” released last year by the Dentsu Aegis Network.

An interesting irony of today’s retail landscape is that brands have never been more and less important.

Only pursue pitches that are worth your time.  By Mark Duval – The Duval Partnership

This blog is written for men, talking directly to men. Men who have an interest in women (whether heterosexual or bisexual).

Even more specifically, the men who say that they want a strong, independent woman. The men who find powerful, determined women sexy.

The men who write on forums that they are looking for women who pay their own way, won’t ‘rinse them’ and have their own careers and minds.

The men who say they love an intelligent, educated woman because they are ‘feisty’. Ew.

Sound like you? Sound like a man you know?

With about a month to go before the first caucuses and primaries, the issue of economic inequality and how to tackle it remains a focal point in the race for the Democratic presidential nomination, and it will likely continue to be a central issue in the general election. About six-in-ten U.S. adults say there’s too much economic inequality in the country these days, and among that group, most say addressing it requires significant changes to the country’s economic system, according to a new Pew Research Center survey.

Have advertisers (and their creative agencies) run out of ideas for improving their relationships?

In our 2020 Media Trends & Predictions, one of the 12 trends we have identified is that influencer marketing needs to grow up. It’s currently going through its challenging teen phase. Fake followers, unconvincing endorsements, lack of transparency about whether it’s an #ad or a #gifted product, are all cause for concern. But rather than slamming the door shut on the mess, we need to gently coax it into understanding the opportunities.  by Jane Ostler Global Head of Media, Insights – Kantar

alma announced that Marriott International has appointed them as its social media agency of record for the Caribbean and Latin American region (CALA) following a competitive pitch.

From tech titans such as Facebook and Uber to traditional stalwarts such as Boeing and PG&E, many brands took a beating over recent months and will be limping into the new year. For them, the New Year’s resolution is clear and immediate: fix brand dings and dents.

It seems like only yesterday that we (Hispanic marketers) were anxiously awaiting the findings from the 2010 census. We were confident that the numbers would reveal the strength of the marketplace and that brands would begin investing against this consumer. In a way, it did, but not to our expectations.  By Maria Amor

Move over, “diversity.” Make room, “inclusion.”

Today, the hot corporate buzzword in the diversity field is “belonging.”

Happy holidays! I hope everyone’s doing great and gearing up for an amazing 2020. I for one can’t wait to dive head first into a new decade given all of the excitement and momentum surrounding our industry. 2020 is a Census year, and Latinx in the U.S. are projected to exceed 62 million people, or approximately 20% of the total population in America (+23% vs. the 2010). But you probably already knew that, right?  By David David A. Chitel – CEO & Founder / NGL Collective

Prisa Brand Solutions announced the appointment of Robert Ruvalcaba, as Vice President of Sales, based in California, to work on the company’s sales strategy and business development in the United States.

Have you felt that everyone around you is getting angrier and that the news is getting worse? Caroline McCarthy says you can blame the advertising industry. Learn more about how advertising is fueling the battle for our attention and feeding the current dysfunction in media.

Marketers often talk about a brand being a set of memories and associations in people’s minds. But I suspect most of us exaggerate the strength of those associations. Most of the time people’s brand associations are dormant, waiting to be triggered by something relevant, at which point they combine to generate a sense of for what the brand stands.  by Nigel Hollis

Chinese general and military strategist Sun Tzu once said “When you know both yourself as well as your competition, you are never in danger. To know yourself and not others gives you half a chance of winning.” I think you’d be hard pressed to find a marketer or insights professional in the consumer packaged goods/retail industry who disagrees with the basic premise of this statement. That’s primarily because a foundational goal of most research is to understand the strength of our business position in a competitive context. And to assess our businesses against others, we calculate the strength of our brand affinity, measure our retail sales, and qualify our potential innovations via concept testing with normative benchmarks that predict performance in a competitive environment.

In this post, I suggested that all sorts of occurrences could trigger people’s impression of a brand. However, some occurrences have far more influence than others. Interaction with a brand, checking it our prior to purchase or using it once chosen will confirm or deny initial impressions.  by Nigel Hollis

By Gonzalo López Martí – Creative director, etc. / lmmiami.com

• There’s a fine line between mastering the art of healthcare marketing and unleashing an outbreak of hypochondria.

Entravision Communications Corporation announced the promotion of Crystal Gomez to Vice President Local Agency and National Sales for radio assets in Los Angeles.