Agency

A recent article on the Harvard Business Review site attempts to answer the question, what makes a brand successful in the digital age? The answer is that they focus on users not buyers. Sorry, I am not buying that.  by Nigel Hollis

In barbaric and prehistoric times, before primitive man invented religion and prayed to gods for intercessions, man was isolated and alone, facing an uncertain and terrifying world that worked by its own logic.  Would the sun rise every day?  Would winter fade and spring follow in its stead?  Would there be fish to catch, prey to hunt, rain for water and crops, bountiful harvests, cures for disease, pregnancy and babies, victory in war?  Would the tribe flourish?  Tribes were like advertisers today, looking for certainties and prosperity in a hostile world.  By Michael Farmer

The 2017 Year in Sports Media report looks at some of the top moments in sports and how what happened this past year could impact the short and long-term futures of sports rights holders, fans and sponsors.

In the latest episode of eMarketer’s “Behind the Numbers” podcast, we continue our conversation about digital health initiatives, looking at some of the innovative services and devices that tech companies are working on to improve healthcare.

For the seventh consecutive year, Goya Foods, Inc. will participate in the Food Network & Cooking Channel South Beach Wine & Food Festival (SOBEWFFⓇ).

Welcome to the second installment of a trilogy -or maybe a tetralogy- that will attempt a detailed SWOT analysis of the various paths a marketer can choose when hiring talent to roll out its communication campaigns. The first installment last week addressed the various strengths, weaknesses, opportunities & threats of using in-house agencies* for such purposes. Today: conventional agencies (conventional as in Madison Avenue-style shops, if you catch my drift).  By Gonzalo López Martí – Creative director, etc./ LMMiami.com

MAGNA in partnership with Univision Communications Inc (UCI), announced the full results of its “Marketing to the Hispanic Mindset” study that proves, among other key findings, that contextual targeting in digital video ads can double purchase intent among Hispanics.

The 4A’s unveiled a unique, far-ranging program aimed at creating safe and productive work environments that create cultures of inclusion, equity, creative dialogue and social transformation. The intent is to support agencies in eliminating discrimination, harassment, bullying, intimidation and retaliation.

As the U.S. population continues to shift to a “minority majority,” multicultural marketing research firms have evolved to meet the growing demands of multicultural marketers tasked with tapping these hard to reach audiences. Over the last 10 years, this transition has occurred in waves.

Another year older and wiser, and the digital advertising industry shows few signs of slowing down. To understand the current landscape and get a sense of what lies ahead, we dug deep into industry data as well as the Marin Advertising Index—which represents billions of dollars of annual ad spend on the Marin platform.  By Brian Finnerty

To address leaner advertising budgets and make smaller healthcare brands more competitive, Marcos M. Sanchez – a veteran healthcare and pharmaceutical marketing and advertising executive – announced the launch of Princeton10, a marketing and advertising agency expressly focused on Rx brands seeking to drive HCP-patient demand.

Hemisphere Media Group, Inc. has acquired exclusive rights from The Miss Universe Organization for the Miss Universe Puerto Rico franchise. The prestigious event will be managed and executed by WAPA Television, which has had broadcast rights to the pageant since 2015.

In recent years I have read 3213 blogs on “How to Get the Job!”  They include:  “Five Secrets Interviewers Never Reveal,” “Five Secrets Your Resume Reveals,” “Five Methods to Instant Hiring” and “Five Reasons Interviewers Hate You.”  Perhaps you’ve seen those blogs.  Few, if any, of these well-meaning pieces match my experiences in the process of hiring.  The “five tips” articles may be true in the halls of business schools, textbooks and HR manuals but that’s not how a person is chosen for a job.  I have hired and witnessed the hiring of thousands of people at private and public companies.  I have hired at 100-year-old companies and at start-ups.  I’ve hired people who earn much more or much less than I did. 

The Board of Directors of the United States Hispanic Chamber of Commerce has named Fernand “Fern” Fernandez interim CEO and President.

Mindshare North America released new research that explores the five different types of luxury consumers today, and the key trends that will drive luxury brands forward in the marketplace.

Have you ever wondered where your customers drink their coffee? If you haven’t, perhaps you should. After all, if I say Starbucks or Dunkin’ Donuts, you will immediately get a vision in your head about their customers: what they look like, what’s important to them, what their values are, and perhaps even their overall belief system. That’s because both brands have done a masterful job of defining exactly who their products are for. One could argue that they aren’t competitors at all and that the only thing they have in common is that they sell coffee, stuff to go with it, and a place to buy it.  By Ed Faruolo, Founder of VitaLincs and ANA Faculty

Stephen Palacios joined Azul to drive ideas and business opportunities.

Voices.com eleased its annual industry Trends Report, revealing the most significant marketing and advertising trends of the last year, and predictions for how these trends will continue to drive business decisions in 2018.

The modern CMO knows that data should be at the center of every marketing strategy, and is eager to leverage any consumer information they can get. But despite the Big Data trend, an unfortunate paradox for multicultural segments has emerged. While there is increased access to consumer information, there’s actually less quality analysis around multicultural business opportunities due to reduced in-house capabilities at the client level. Starting today, ALMA offers a solution for its roster with the launch of a Marketing Science and Analytics Department – a discipline dedicated to providing smart market analysis for stronger decision making.

In this report, Chick Foxgrover, 4A’s EVP of creative technologies and innovation, shares his perspective on this year’s CES conference — including key take-aways for agencies, insights on voice technology, VR, smart homes, and more.