Agency

The failure rate of new products has always been high. However, in recent years, a number of nimble upstarts have emerged as fierce competitors to well-established category leaders. Their success has driven many large manufacturers to question whether their resources, scale and processes are weaknesses that should be discarded in favor of a new “agile” playbook emulating these emerging competitors. However, it’s easy to forget that the most prominent new players represent a very small sample, and there are many others who failed to gain traction along the way. This results in “survivor bias” when assessing the performance of small players; because only the surviving brands are tracked, the average performance of small brands is artificially inflated.

The National Association of Hispanic Publications (NAHP) has entered into an agreement with Jose Sueiro to serve as the organization’s Executive Director headquartered at the National Press Building in Washington DC.

Women continue to earn less than men in nearly all occupations, but this is more pronounced in fields that predominantly employ men and in professions with a comparable mix of men and women. The largest pay gap is within the finance and sales professions.

Republicad announced the appointment of marketing industry executive Jeannette Xenodakis as media director.

Apps have been shown to be responsible for more sales than the mobile web—and even desktop, which would imply that buyers via app are valuable. But how many US consumers use retail apps?

ThinkNow announce that Jannet Torres has joined the company in the newly created position of vice president, custom research. Torres will have national responsibility for building ThinkNow’s market research and consumer insights team and will be based in Los Altos, Calif.  

Customer engagement is a priority for many, but no single action plan exists for how to measure it. Some brands simply identify and tally customer engagements, while others truly understand the value of each action.

Digital ad spend continues to rise, and is forecast to top $203bn in 2018 (GroupM, 2017). Yet despite continuing growth, many senior marketers from the most valuable global brands lack confidence in digital advertising’s ability to truly deliver against its great promise: to create seamless, personalised experiences online, in the crucial moments that matter between people and brands.  And perhaps this lack of confidence is justified: most people feel they are being bombarded with increasingly intrusive messages. And while that criticism is aimed at advertising as a whole, the consensus is that poorly executed digital advertising is driving the trend.

According to The Wall Street Journal, Univision Communications Inc. has tapped media veteran Vincent Sadusky as chief executive, succeeding Randy Falco at the troubled Spanish-language broadcaster, according to people familiar with the matter

Leaders have followers, and nowhere is that more evident than the global eCommerce market, where giant digital shopping destinations like eBay, Amazon and Alibaba now account for more than 50 percent of the nearly $500 billion spent by North American consumers online.

In a new national poll, Eagle Hill found that the integrity decline starts at the top. Only 15 percent say that corporate executives have the most integrity in the workplace, while 49 percent say that their colleagues have the most integrity.

In this post, Dale Beaton, Global Head of Brand Guidance Insights Division at Kantar, considers why marketers need to know what they are trying to achieve and measure their progress toward that goal if they are to maximize the return on their marketing investment.

The Culture Marketing Council: The Voice of Hispanic Market (CMC) announced today that Sprint is the winner of the 2018 CMC Marketer of the Year Award. Sprint joins a prestigious short list of elite brands that have received the award, including Ford, McDonald’s, State Farm, Toyota, and Walmart. Alberto Lorente, multicultural marketing director for Sprint, will accept the award and discuss the wireless carrier’s commitment to the Hispanic and multicultural market at CMC’s 2018 Annual Conference. The session will take place on Wednesday, June 6 at 9:00 a.m. at the Loews Hollywood Hotel in Los Angeles.

Driving frequency of visits and encouraging more small basket purchases is likely to be a key driver of growth for retailers in the first half of 2018; and with 77% of shoppers actively look for a promotion, this could be one way for convenience retailers to help encourage one extra item in the basket behaviours.

The ARF’s Scott McDonald tackled the topic by providing tips on the best use of A/B tests vs. Market-Mix Models (MMM) vs. Multi-Touch Attribution (MTA) to measure marketing ROI in an article published in ForbesMagazines. His overall recommendation: “all three of these techniques can provide value, but none should be treated as ‘the answer.’”

The 2018 ANA Advertising Financial Management Conference was chock full of important learnings on marketing finance and procurement.

When IAB and the 4A’s released the Long Form Video Terms and Conditions Addendum. Working group members gathered to lead this educational townhall on the topic. Presenters include: Eric John and Elizabeth Wang from the IAB, Terry Cohen and Louis Jones from the 4A’s, Sara Axelbaum from FOX Networks Group, Brad Stockton from Henkel, and Joan Chakonas from NBCUniversal.

BOTTOM LINE: We are refining expectations for US advertising growth. We now call for +4.8% underlying expansion this year following on +4.5% growth in 2017.

After Coca-Cola, L’Oréal, and Procter & Gamble ads were found next to violent and inappropriate online content, brand safety became a major concern for marketers. Months later, the dust has settled and brands are deep in discussions about what brand safety means for them—and what needs to happen to create change and avoid future crises.

Total U.S. digital ad spend reached a record-setting $88 billion last year, according to the latest IAB Internet Advertising Revenue Report, released today by the Interactive Advertising Bureau (IAB), and prepared by PwC US.  This represents a 21 percent uptick over the previous year at $72.5 billion, and marks the first time in this report that digital ad revenues have overtaken television (broadcast and cable combined).