Agency

The prestigious DMN Marketing Hall of Femme and Women to Watch program recognizes female marketers who have taken risks, pushed limits, and achieved standout success in their marketing careers.

At the end of 2017, Adobe published a report showing that almost two-thirds (62 percent) of marketers planned to take all their programmatic media buying in-house by 2022, with the remaining 38 percent planning to take some elements of programmatic under direct control in the same period. A 2018 ANA report showed a similar effect from in-housing. The ANA’s “The Continued Rise of the In-house Agency” report, which replicated and updated similar studies from 2013 and 2008, found that the number of advertisers with in-house agencies has grown substantially, standing today at 78 percent of brands, compared to 58 percent five years ago and just 42 percent a decade back. Sixty-five percent of advertisers said that the in-house agency workload had grown “substantially” in the past year.

Earlier this month, a widely publicized feud broke out between two well-known beauty influencers, Tati Westbrook and her protege James Charles. Bypassing the rather complex details, the debacle ensued after Charles posted an Instagram ad for SugarBearHair vitamins, a direct competitor of Westbrook’s Halo Beauty vitamins.

Last week I was in Monterrey, Mexico, invited to speak at the internal marketing conference of packaged goods company Sigma. First up on the agenda was Jonah Berger, professor at Wharton Business School and author of the book ‘Contagious’, who, not surprisingly, was talking about the power of word of mouth. He delivered a great presentation, but I had to question some of his assertions.  by Nigel Hollis

eMarketer director of sales Christine Anene and organization development director Mayte Espinal join the podcast to discuss the importance of diversity and inclusion in the workplace. Are D&I initiatives a question of good corporate citizenship, or are they also good for business? What are current trends and best practices in making offices more like the outside world? How do employees respond when companies focus on workplace health?

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

• As I pointed out in a prior installment of this series of articles, for centuries, if not millennia, the conundrum of advertising has been how to calibrate a kosher level of integration with its vehicles and surroundings.
• How forthcoming should an ad, in the broadest sense of the word, be about its intentions?
• Should it blend in or stand out?

With headlines referring to the “bleak” future of traditional TV and the increase in the number of “cord cutters” dropping pay TV, one might believe that fight is already over. Streaming service providers are triumphing over cable providers, ending decades as the overwhelmingly dominant provider of programming.  By Michelle Wroan

Having been away from the game for a little over a year, I watch with morbid curiosity as the ad agency business continues its downward slide.  The latest? The RFP recently issued by General Mills.  GM, like many clients, are going away from agency-of-record relationships. Now, the big CPG wants to buy its creative ala carte.  Creative tapas, if you will.  By Patrick Scullin

Modern consumers expect brands to have a solid purpose that reflects their own values. They look for brands to be transparent in their beliefs and behavior, and they want to see them having an impact, says Dirk Herbert, chief strategy officer-U.S. at Dentsu Aegis Network. Gravity, agency of record for the Just BARE brand, is part of the Dentsu Aegis Network.

The true prize of modern marketing is delivering experiences that are both world class to the consumer and deliver value to the business. Personalization is a crucial weapon in the marketer’s arsenal to achieve that goal. That’s how businesses can deliver tailored recommendations, content, offers, and experiences, across all channels and devices, along the entire customer journey.
 

The ongoing convergence of the way audiences consume linear and digital content lends itself to rethinking how data can and should be used to drive better outcomes for advertisers. This shift in consumer behavior is a valuable opportunity for marketers to use data to reach specific audiences more efficiently, all the while continuing to focus on privacy, user choice, and data governance.

In the hit ABC sitcom Black-ish, the main character, Andre “Dre” Johnson (Anthony Anderson), is an African-American who has risen from the ‘hood to the upper middle class as an executive at a Los Angeles ad agency. While working at the agency, Dre must deal with a constant stream of racist remarks from his buffoonish white boss. Now, new research from the ANA Educational Foundation (AEF) suggests the creator and writers of Black-ish — although they exaggerate the situation for comedy’s sake — are not far off in their portrayal of the world of advertising and marketing.

In the drive to build cred and radiate authenticity, making sure that your materials are fully bilingual is certainly near the top of every aspiring crossover brand’s checklist. To those on the outside trying to get in, speaking Spanish seems like an indispensable element of effective Hispanic marketing.  by Sarah Liddle is Vice President, Sales, at MRI-Simmons.

Influencer marketing is one of the most hyped marketing strategies today. However, in a world that rises and falls on public opinion, at the speed of digital, there are dangers in an influencer strategy. We can look to James Charles and The Jolly Green Giant for lessons on how to navigate this new opportunity.  by Anne Hunter – Executive Vice President, Strategy & Growth / Kantar

Brands are marketing in a multiverse. Have you seen Spider-Man: Into the Spider-Verse? Spoiler alert: Due to a malfunctioning particle accelerator, Spidey meets multiple Spider-People from across alternate dimensions. One of his many challenges is trying to send these other Spider-People home.

Prisa Brand Solutions announced the appointments of Ashley Perkins as East Coast VP of Sales, and Laura Saldivar as West Coast Sales Director. Perkins will be based in New York, and Saldivar in California. They will focus on sales strategy and business development in the United Stat

Culture Marketing Council: The Voice of Hispanic Marketing (CMC) announced the winners of the Rising Stars Recognition, the Hispanic marketing industry’s premier award for outstanding marketing and advertising professionals under the age of 35. Veronica Ruiz del Vizo Pedrique, chief creative officer for Mashup Interactive, Jonathan Garcia , associate creative director for Alma, and Isabel Rafferty Zavala, CEO of Canela Media will be inducted as the Class of 2019 Rising Stars during the CMC Annual Summit on June 11, 2019 at the Statler Hotel in Dallas.

Miami based The Weinbach Group announced the addition of Claudia Lascano to its professional staff, where she will serve as manager of client services. In her role, Claudia will manage client accounts, plan and execute campaigns, and collaborate with the agency’s senior leadership on overarching marketing strategy for clients of the marketing communications firm.

Inspired by the rise of brands that are seeking to connect with what’s happening in the real world and weigh in on what their audiences are talking about, the study asks two important questions: How should we define culture from a consumer’s point of view? How do consumers think about culture in relation to the brand they interact with?

Brands and multicultural marketing leaders expect business-building research and cultural insights from the Culture Marketing Council: The Voice of Hispanic Marketing (CMC) upon which to base their culture-driven campaigns and grow market share. This year, the CMC will kick off its Annual Summit in Dallas on Monday, June 10, with a series of research deep dives to provide a knowledge framework for subsequent sessions throughout the conference. Kantar, Twitter and GroupM Multicultural tackle the phenomenon of microculturalism, culture-driven social media behaviors, and technology trends impacting effective marketing strategies to