Agency

A superlative generation in many regards, Generation Z is on track to be the largest, most ethnically diverse, and financially-powerful generation ever. In the coming years, their distinctive habits will play an outsized role in shaping American culture and commerce.

Nearly three-quarters (72%) of industry sectors experienced an increase in disruption over the past eight years, leaving US$41 trillion in enterprise value (market capitalization + net debt) exposed to disruption today, according to a new report from Accenture.

The beverage market has evolved rapidly over the last three decades specially in the US, and has never moved as quickly as it does today. With a plethora of new brands available and with them, new categories emerge and existing category lines blur.

The Global CMO Growth Council unveiled a leadership roadmap for driving business and brand growth with the specific goal of increasing revenue for marketers worldwide by one percentage point, or more than $500 billion, over the next three years.

Marketing’s big opportunity is here. CEOs are turning to marketing to drive their company’s growth agenda, and they’re giving CMOs the runway and support to do so.

The sheer number of rainbow avatars from brands as I casually scrawl through Twitter is my first indication of how the annual Pride celebration is now fully mainstream.  This is the first year I can recall Pride being a ubiquitous brand activation opportunity.  In the wake of the 50th anniversary of the watershed Stonewall Uprising that is mostly credited with launching the gay rights movement the fact that brands are present in the celebration is a testament to how far we have come.  Brand engagement with the LGBTQ community for Pride Month is coming into its own but still has room for meaningful impact.

It’s no big news that small agencies are winning in the current advertising ecosystem. Neither is it a huge secret why they are winning. But how should agencies—of any size—factor this trend into their positioning?  by Mark Duval – Duval Partnership

Today, the amount of health-related data is skyrocketing. According to IBM, it doubles every three years and will double every 73 days by 2020.  In the right hands, this information represents an expanding resource that can be mined for answers to some of our most pressing health issues. It can also be used to improve and refine marketing programs that enhance patient experiences and motivate people to take an active role in their health care.

By Gonzalo López Martí  – Cretive director, etc./ LMMiami.com

• If you read my columns -thank you!- you probably know that “malinchismo” is one of my pet peeves.
• A full-fledged obsession.
• Lemme ‘splain: historians are not fully in agreement and accounts vary but, legend has it, “La Malinche” was an indigenous woman who became translator and spy for Spanish Conquistador Hernán Cortés in his quest to overthrow Aztec emperor Moctezuma.

Most chief marketing officers (CMOs) understand that the utilization of data, analyses, and algorithms to personalize marketing drives value. Concept tests are becoming more efficient, customer approaches are being accelerated, and revenues are quadrupling in certain channels (Exhibit 1). All the evidence suggests that marketing functions should invest in, collect, and analyze available data to support their decision making.

Lil Miquela posted her first Instagram post in 2016. Three years later and she has over 1.6 million followers. Not bad for someone who is not even real. Brands are increasingly using virtual influencers like Lil Miquela, but where does virtual brand ambassador cross over into brand deception?  by Nigel Hollis

A new Ipsos global study finds that people across 27 countries are divided on whether they trust traditional media (newspapers, magazines, TV, and radio). Globally, 49% trust TV and radio to be a reliable source of news and information (46% do not have much trust, or no trust at all), and 47% trust newspapers and magazines (48% do not). However, the survey, conducted online among adults under age 74, also finds that trust in these mediums is perceived to have declined over the last five years. Globally, one-third (34%) say they trust newspapers and magazines less than they did five years ago, compared to 17% who say they trust them more. Similarly, 34% say they trust TV and radio less vs. 18% more.

ICON International, a specialty finance company engaged in corporate barter with a focus on advertising and media buying, has hired Jose Bello as Director of Multicultural and LATAM Business Development. Jose is a native of Venezuela with more than 25 years of experience in corporate marketing, advertising and media.

The Hispanic Public Relations Association (HPRA) today announced the call-for-entries for the highest accolade in Hispanic communications – the HPRA National BRAVO! Awards.

Raised with mature social media, online creative tools and gesture recognition at their fingertips, and with entrepreneurial platforms to broadcast their wares, generation Z is defining a new era of influence and creative communication.

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.