Agency

Mastercard is taking another significant step in its commitment to help combat childhood hunger and malnutrition in Latin America and the Caribbean (LAC).

Pity the modern CMO, out there every day trying to break down silos and align internal teams and external partners.

Did you know that 94% of CFOs would increase digital marketing budgets if there were clear evidence the investment resulted in sales? And yet, marketers are still struggling to prove and to communicate how digital marketing efforts affect the bottom line of their businesses.  That’s just one symptom of the longstanding disconnect between marketing and finance – but it’s one that can be overcome.

Retailers still trying to unlock the question of millennial spending patterns, take note: Millennials are sagging under a heavier debt load than Gen Xers faced at this point in their economic lives.

The report tracks the value of the world’s most valuable brands and provides insights on the potential of strong brands. The total brand value of the 2018 BrandZ Top 100 is $4.4 trillion following a record 21% growth – equating to a rise of nearly $750 billion.

Five the key themes firmly set on the CMO agenda: revenue generation, customer experience, data, content and processes.

NGL Collective announced an exclusive partnership with YoAmo Media, a Latina media platform,in Spanish. NGL will be exclusively representing YoAmo in the U.S. Hispanic market, where it will serve as the centerpiece of NGL’s newly launched ELLA (Exclusive Latina Lifestyle Access) platform, dually leveraging NGL’s massive video scale and award-winning in-house production studio to U.S. advertisers.  

Entravision Communications Corporation, an official radio affiliate partner of Fútbol de Primera for the 2018 FIFA World Cup, announced new exclusive promotional events and content in support of its coverage of the FIFA World Cup across its radio stations in 16 markets.

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

• Imagine you brand organically integrated into the official virtual reality channel of Real Madrid F.C.
• Imagine an immersive behind-the-scenes experience roaming the field, the stands and the corridors of the emblematic Santiago Bernabéu Stadium during game day.
• Imagine having access to Real Madrid’s social feeds reaching more than 560 million fans around the world.
• Imagine no more: it’s a done deal.

While agencies have adapted to consulting firms’ disruption of the media landscape and their role as auditors in the client-agency partnership, we feel strongly that Accenture Interactive’s new Programmatic Services unit is a clear conflict of interest, positioning Accenture to engage in media trading and then also be responsible for auditing the trading results and processes of its competitors.

A new study from the Chief Marketing Officer (CMO) Council and Deloitte, surveying close to 200 chief marketers worldwide, revealed many CMOs are still focused on the traditional storytelling aspect of their position and are less comfortable with aspects associated with driving growth, including acting as revenue science practitioners and customer experience architects.

Amid widening gaps in politics and demographics, Americans in urban, suburban and rural areas share many aspects of community life

Can marketing be too efficient? It seems like a silly question, I know, but hold your judgement for a couple of minutes and read on. A review of a new book titled “The Efficiency Paradox: What Big Data Can’t Do” written by Edward Tenner raised a couple of important issues that apply to marketing as well as other disciplines.  by Nigel Hollis

Eight of the 15 cities or towns with the largest population gains were located in the South in 2017, with three of the top five in Texas, according to new population estimates released today by the U.S. Census Bureau.

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.