Agency

The interaction between attitudes and behavior

The furor over whether brand attitudes predict or follow behavior made me take a step back and re-examine my own beliefs about how attitudes and behavior interact. Assuming that ‘it’s complicated’ is not helpful, I have tried to map out a framework for thinking about how the two affect each other.  by Nigel Hollis

Three Things B2C Marketers Can Do to Build Better Budgets

If you think it’s hard to develop a marketing budget, you’re in good company. Most marketers today must do more with less. Faced with steep competition, B2C marketers need to spend every penny wisely.

Creative (As We Know It) Is Dead

As marketers, we’ve spent decades leaning on the double definition of “creative” to shirk responsibility. We’ve conflated the traditional creativity of artists, writers, and poets, with the creative side of marketing and advertising — the copywriting, art design, and campaign content.

Why corporations stifle innovation. Fever-Tree.

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

  • It is no secret that innovating from within can be extremely hard, if not impossible, at large corporations.
  • Part of the reason is that most large companies have a single minded, volume-based, low margin business model: make industrial amounts of one thing and one thing alone, inundate the market with it.

A Question on the 2020 U.S. Census Raises Issues for Marketers

Once every 10 years, the U.S. Census Bureau undertakes a gargantuan task, one that the founding fathers of the United States considered so important they mandated it as part of the Constitution. The decennial census exists to compile an accurate count of every person living in the U.S. and to record basic demographic data such as age, sex, and race. Its primary purpose is to serve as an underpinning for the country’s representative democracy, making sure each community gets the right number of representatives in Congress and that public funds are equitably distributed.  By Michael J. McDermott

Zero-based productivity—Marketing: Measure, allocate, and invest marketing dollars more effectively

Taking a zero-based budgeting approach to enterprise-wide marketing costs can uncover new opportunities and spur more-informed spending decisions.

The Obsolescence of Advertising in the Information Age [REPORT]

The vast amount of product information available to consumers through online search renders most advertising obsolete as a tool for conveying product information. Advertising remains useful to firms only as a tool for persuading consumers to purchase advertised products. In the mid-twentieth century, courts applying the antitrust laws held that such persuasive advertising is anticompetitive and harmful to consumers, but the Federal Trade Commission (FTC) was unable to pursue an antitrust campaign against persuasive advertising for fear of depriving consumers of advertising’s information value. Now that the information function of most advertising is obsolete, the FTC should renew its campaign against persuasive advertising by treating all advertising beyond the minimum required to ensure that product information is available to online searchers as monopolization in violation of section 2 of the Sherman Act.

Making the most of marketing technology to drive growth

As marketing technology, or martech, becomes more sophisticated, companies are finding they can accelerate and optimize everything from basic commercial functions like e-commerce conversion to more complex ones, such as managing multi-dimensional customer relationships across multiple channels. In this interview, Scott Brinker, VP, Platform Ecosystems, at HubSpot, and Jason Heller, a McKinsey partner leading our Digital Marketing Operations and Technology service line, share their insights on the evolving world of martech with McKinsey’s Barr Seitz.

Why Marketers Struggle to Consistently Identify Their Audiences

Marketers are invested in accurately identifying their target audiences, but they often miss the mark.

PACO Collective expands Food Expertise with Noble Food acquisition

PACO Collective announced the acquisition of Noble Food, an independent food-marketing agency headquartered in Springfield, MO.

Curacao launches New Improved In-Store Experience

Curacao, a Hispanic-centric retailer on the West Coast serving diverse communities in Los Angeles, Las Vegas, Tucson and Phoenix, is rolling out a series of initiatives to attract Hispanic millennials and reposition the company as the premier Omni-channel shopping destination for the new generation of Hispanic America.

Is Your CEO Tweeting Without Supervision?

Tesla founder and all-around tech visionary Elon Musk made waves earlier this month when he tweeted that he was considering taking the electric car company private.  The tweet, which generated wild trading in Tesla stock and reportedly sparked a federal investigation, illustrates the perils of C-level executives acting on their own on social media.

How CMOs Can Keep Their Jobs

The average tenure of a Chief Marketing Officer is 44 months, and the number of first-time CMOs jumped 31% in the past year, according to a recent study by executive search firm Spencer Stuart.

Can you predict the long-term effects of marketing?

A while back, I wrote a post about the spurious dichotomy between the short and long-term effects of marketing. In it I argued that the separation between the two time frames was a spurious one, but how do you predict whether your marketing will have a positive effect in the longer-term?  by Nigel Hollis

How Teens and Parents Navigate Screen Time and Device Distractions [REPORT]

54% of U.S. teens say they spend too much time on their cellphones, and two-thirds of parents express concern over their teen’s screen time. But parents face their own challenges of device-related distraction.

Rosado named SVP of Digital News at Noticias Telemundo

Noticias Telemundo announced it has named Romina Rosado as Senior Vice President of Digital News, effective immediately. She will be based in Miami at the company’s new headquarters, Telemundo Center, and will report to Luis Fernández, Executive Vice President of Network News, Telemundo Networks.

Black TV Content Viewers are Video’s Strongest Audience [INFOGRAPHIC]

Traditional and new television distributors seeking to retain and acquire customers in an increasingly competitive market should focus on super-serving Black consumers, who have consistently proven to be some of TV’s best audiences, according to Horowitz Research’s FOCUS Black: The Media Landscape 2018 report.

Number of Women-Owned Businesses Increased Nearly 3,000% since 1972 [REPORT]

Women started an average of 1,821 new businesses per day in the U.S. between 2017 and 2018, according to analysis in the 2018 State of Women-Owned Businesses Report, commissioned by American Express. This level of new business formation by women is greater than the daily average during the pre-recession period from 2002 to 2007 (714), the recession and recovery period between 2007 and 2012 (1,143), and the post-recession period between 2012 and 2017 (952).

Inside the Disconnect Between Pharma Marketers And Boomers

Direct-to-consumer (DTC) pharma marketing used to be simple: Run a TV spot on news or late-night talk shows and wait for consumers to contact their doctors.

ASIAN AMERICANS – Digital Lives and Growing Influence [REPORT]

Growing faster than the general population and maintaining income and education rates higher than any other racial or ethnic group, Asian Americans continue to make gains as tech-enabled influencers with unlimited potential. Asian Americans have the added advantage of maintaining ties with brands based in their native countries that are global leaders in smartphone manufacturing, social media and online commerce.

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