Agency

Personalization will be the prime driver of marketing success within five years. Here are the capabilities companies need to develop to stay ahead of the curve.

Brands are increasingly turning to the power of purpose to connect with customers and grow sales. But in spite of the growing interest in purpose our analysis suggests that many brands are failing to leverage their true potential and the key lies in how brands communicate with their customers.  by Graham Page – Managing Director, Offer & Innovation at Kantar

The nation as a whole continues to grow older with the median age increasing to 38.2 years in 2018, up from 37.2 years in 2010. The pace of this aging is different across race and ethnicity groups, according to new 2018 Population Estimates by demographic characteristics for the nation, states and counties, released by the U.S. Census Bureau. 

The OMD I-Score was born out of a desire to create a system that uses A.I. and machine learning to find the most authentic matches between Influencer talent and brands.

Headway,a business unit of Entravision Communications Corporation, announced the appointment of Luis Barrague as Headway’s new Chief Executive Officer.

In this conversation, we will explore how brands can play a role in addressing social justice issues in the Black American community by helping improve the lives of Black American consumers while driving brand engagement, loyalty, and sales.

The Culture Marketing Council Annual Summit has come and gone in the blink of an eye and yet I’m exhausted. Sure I’m out of shape and the older I get the tougher it is to travel, but as I sat down to put my thoughts together about what transpired over the last two days I realized that I’m tired because of the overwhelming amount of information I’ve had the privilege to absorb in such a short period of time.  This year the organizers outdid themselves yet again.  The content of the conferences and the opportunities to meet new people were next to none. Sadly, there was an almost absolute lack of representation at CMC. Let me explain.  By Marcos Cline-Márquez / Altered.LA

When Doug Zarkin assumed the role of VP and CMO at Pearle Vision, an eye care provider with more than 500 locations across North America, he set out to revamp the brand by tapping into the company’s roots as a high-touch, neighborhood business. “We recognized that the path forward needed to start with restoring the power of what our brand stood for,” Zarkin says. “Our purpose is to become the premier neighborhood destination that people trust with their eye care and eyewear needs.”

eMarketer principal analyst Andrew Lipsman joins us to discuss the latest efforts by major retailers to bring goods to peoples’ homes as quickly as humanly—or robotically—possible. He covers same-day shipping, grocery subscriptions, drone delivery and more.

In this report, we share stories of the things we are doing, beyond our client work, to make a difference in society and describe the ways we are working to strengthen our own responsible practices.

A small but steady number of American workers have more than one job, because either they need extra income or they want to gain more experience or explore different interests.

Mood, needs state and situation are key indicators of ad receptivity (willingness to see an ad before exposure to it) and ad attention (the active behavior of noticing an ad) for both digital video and digital audio consumers, according to “Ad Receptivity, Deconstructed,” a new media trial study by MAGNA and IPG Media Lab in conjunction with Pandora Media, LLC, a subsidiary of SiriusXM.

After presenting at the Effies Summit in Colombia the other week, I sat in on a presentation by Santiago Pachano, Commercial Director at Google Argentina. He laid out a compelling case for why marketers should invest more in performance marketing. In my opinion there was just one small problem with his argument: it was a recipe for killing a brand’s future revenues.  by Nigel Hollis

The average city dweller today sees up to 5,000 ads per day. With people constantly inundated by ads, only a few messages can be expected to reach a consumer and sustain attention long enough to have an impact. Do consumers remember five — or even two — ads that crossed their field of vision during their morning commute? To set themselves apart, advertisers continuously look for ways to break through while publishers work to fill up blank spaces with sellable inventory. But people are increasingly escaping from the unwanted chatter and stimuli in their surroundings.

Comcast Advertising announced the launch of a new initiative called On Addressability. The broad goal of this initiative is to help the industry deliver a sound, scalable and sustainable addressable solution to marketers that maximizes the impact and value of television as a marketing platform.

Even with all the tools and analytics most marketers now have at their fingertips, measuring brand affinity will always be an imperfect science because marketers really only get a complete understanding of a consumer’s mind at the point of sale.

​Disruption is driving economic growth and opportunity—and unsettling younger workers. Deloitte’s 2019 survey shows millennials and Gen Zs are increasingly pessimistic and mistrustful of both their careers and the world around them.

Accenture launched Marketing Disrupted, a seven-episode podcast series focusing on key themes and challenges that chief marketing officers (CMOs) face in this age of digital disruption.
Through interviews with forward-thinking CMOs and other leaders, the series highlights the explosive pace of technology and its impact on the challenges of today’s CMO.

By Gonzalo López Martí – Creative director, etc – MMiami.com

“It’s Colombia, not Columbia.”

I’ve noticed that some politicians who have thrown their hat in the presidential primary race as of late suffer from one of the oldest problems in the marketing playbook: a lack of brand name recognition.

The first national network of independent, inclusive public relations and marketing firms launches today aiming to change the way the industry communicates to, for and with multicultural and LGBTQ communities.