Agency

Marketers are no strangers to managing complex relationships and campaigns. But as digital ecosystems (of vendors, platforms, agencies, business, etc.) expand and the lines between sectors blur, marketers are rethinking how to build value and their own roles.

I recently came across an article on Bain’s website which highlights the fact that a company does not need to be the biggest in their category to make the most money. In addition to the usual business advantages the article details attracting the best customers as one way that these companies get better returns. So how do you do that?  by Nigel Hollis

​Digital media consumers across generations are increasingly in the driver’s seat—and their expectations are at an all-time high. Some major shifts are now occurring. What are the implications for technology, media, and telecommunications companies?

The Dallas-Fort Worth-Arlington metropolitan area’s 146,000-population increase last year was the most of any metro area and Maricopa County, Ariz., saw a population increase of nearly 74,000 — the most of any county last year — according to the U.S. Census Bureau’s July 1, 2017, population estimates released today. The statistics provide population estimates and components of change for the nation’s 382 metropolitan statistical areas, 551 micropolitan statistical areas and 3,142 coun

Holding company shares are falling.  Their ad agencies are shrinking, with low morale, low salaries and hiring freezes.  Accenture and Deloitte are the new, growing competitors.  Advertisers are cutting spend but investing in-house.  Chief Creative Officers are disappearing, not entirely due to sexual harassment charges.  Confused by some or all of this?  Read on!

TV advertising can be made much better: better for brands, for networks, for viewers. But this won’t happen until TV advertisers speak directly to TV ad sellers.

Strong headwinds are certainly ahead for influencer marketers. For one, it’s looking like this will be the year that the US Federal Trade Commission (FTC) will become more heavily involved. eMarketer has put together this selection of articles, insights and interviews so you can understand what will be critical to influencer marketing in the coming months to be prepared—and to avoid the risks.

For 2018 MAGNA anticipates that a robust economic environment and historically high consumer confidence should generate yet another growth year for the US advertising market. MAGNA is anticipating the overall market to grow by +5.5% to $197 billion. This is an acceleration on last year (+2.7%) and stronger MAGNA’s previous forecast of +5.0%.

To kick off 2018, Toyota is partnering with Club America, the most celebrated and followed soccer team in North America.  The sponsorship includes participation in Tour Águila, the club’s annual U.S. tour. 

Cities are perhaps the best example of how complex adaptive systems can work in the real world.  As the world becomes a more complex and connected place, they may be the answer to our future.

NBCUniversal Telemundo Enterprises announced it has named Krystyna Hall as Vice President of Corporate Communications, effective immediately.

Facebook faces new pressure amidst news that a political consultant was able to access private information of some 50 million users without their knowledge. In the latest episode of eMarketer’s “Behind the Numbers” podcast, social analyst Debra Aho Williamson digs into the potential implications for marketers.

The brand team for Genentech’s Nutropininjectable human growth hormone was mystified. One-third of all prescriptions was for Hispanic children but non-Hispanic children had better, more consistent outcomes.  by Beatriz Mallory

A new data set made public by GlobalWebIndex, in partnership with Publicis Media, sets out to improve advertiser, publisher and agency understanding around the online behaviors, cultural preferences, and linguistic choices of Hispanic Americans, who currently comprise 18% of the US population.

For the most part, the study found that consumers shop for a variety of grocery-related items in-store. For example, roughly 96% of US internet users said they primarily shop for food and beverages at physical locations. And the same goes for products like household cleaning supplies, paper and plastic products, and personal care and hygiene products.

Maritz Motivation Solutions have released a new report – “From Transient to Resolute: How Deep Does Loyalty Go?” — providing insights on the depth of brand loyalty. According to the Maritz-Wise Marketer report, based on data from a study of more than 2000 US consumers, 68% of consumers identify as “transient” loyalists, saying they can be convinced to buy a competitor’s brand. Just 29% of consumers identify as “resolute” loyalists who buy only their favorite brands. Three percent say they are “detached,” not loyal to brands at all.

Tampico Beverages announced the launch of its brand refresh, including an updated logo, a new look and feel across its family of fruit flavored juice drink products, website and social media channels.

A lot can change in a year, and podcasts are a perfect example of this. The medium saw a significant growth in engagement from 2016 to 2017. As a result, podcasts are becoming a darling of advertisers, as well as a trusted source for brands looking to reach consumers. But are podcasts driving results?

Last week, I debated for the affirmative that ‘the future is female’ at the lively International Women’s Day Great Debate in Sydney, hosted by the Institute of Managers and Leaders. While at first glance it seemed the affirmative side (obviously the future is female!) would be the easier position to argue, I knew it was to be a tough gig on a day where there is inevitably a chorus of male voices asking, ‘when is International Men’s Day?’ or ‘what about the men?’.  By Anne Rayner – Global Director of Communications Research

Mark Ritson’s review of Radiocentre and Ebiquity’s new report on the dichotomy between marketers’ perceptions of media channels and the data on effectiveness of those channels is fascinating but somewhat depressing. Ritson concludes that the evidence will not make any difference to where marketers spend their money.  by Nigel Hollis