Agency

A new study from InMoment reveals that despite the convenience of shopping online and high satisfaction with digital-only retailers, consumers still value the in-store experience and human contact.

American consumers’ status as a device-dependent nation closes 2017 with strong momentum and some important firsts in terms of demographic and usage shifts according to Deloitte’s 2017 “Global Mobile Consumer Survey”.

Univision Communications Inc. (UCI) announced that Roberto Ruiz has been promoted to executive vice president, Research, Insights and Analytics, effective immediately. Ruiz will continue to report to Jessica Rodriguez, chief marketing officer, and will remain based in New York.

Republica marks its 11th anniversary having recently won a total of 27 industry awards, including three National ADDY Awards, nine W³ Awards, and 15 Davey Awards. The awards honor excellence in creative, social and digital.

Univision Communications Inc. (UCI) launched the Univision Foundation, a non-profit public charity with the mission of promoting the well-being of the Hispanic and multicultural communities served by UCI’s owned and operated platforms and partner organizations.

GroupM announced the appointment of Marissa Jimenez to President of MODI Media, GroupM’s advanced TV advertising specialty business.

Campbell Soup Company has appointed Monica Diaz Chief Diversity and Inclusion Officer.

2017 has been the year that advertisers called out digital advertising as broken and sorely in need of repair. As stewards of the investment that funds the internet, these ad execs should be applauded for their insistence on better performance. That said, their focus has been on surface issues related to the ad experience, while a larger problem lies beneath.

Ascential, parent of The Cannes Festival of Creativity is restructuring its Lions awards program, eliminating more than 100 subcategories in the process. The Lions festival will also be shorter — by three days — going forward.  The company has been under pressure to restructure from holding companies and agencies that have concluded the annual awards program had become too bloated with awards that made little sense, were too expensive and were generally too complicated a process.

A while back I came across a presentation given by Douglas Holt, the man who wrote the book on iconic brands. In the presentation Holt makes a distinction between “better mousetraps” and “cultural innovators” and seems to imply the latter are somehow better. However, a quick look at BrandZ finds better mousetraps are far more valuable.  by Nigel Hollis

First in a five-part series: eMarketer co-founder Geoff Ramsey sits down with top marketing executives from around the world to discuss the critical challenges they face and what they’re doing to address those challenges. Today’s topic: Digital transformation.

The advertising and consumer industry has completely transformed over the past 50 years. Every year professionals are discovering new and innovative ways of research and implementation to effectively reach the most consumers within their target market. Recently, the concept of incorporating cultural considerations in marketing has allowed industries to reach a new level of consumer insight. Although complex and not an easy feat to delve in to researching, there are endless benefits of taking the time to understand culture in regards to marketing. But, many businesses are still refusing to do so due to culture’s complexity and a tendency to minimize cultural differences. Furthermore, the U.S. Hispanic market is a perfect example of a uniquely targetable audience due to its size and shared values. From a business standpoint, marketers cannot bear to lessen the importance of cultural intelligence without drastically affecting their performance.  By Kayli Bomar / Florida State University

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

• You know what they say: in Hollywood nobody knows anything.
• The line alludes to the inability of even the most experienced moviemakers to know in advance whether a movie will be a box office hit.
• The history of Tinseltown is littered with flops with the best talent and the fattest budgets, the highest screening scores and even the best reviews.
• The art & craft of making movies, not unlike that of making ads, is an obscure art for odd people.

The Interactive Advertising Bureau (IAB) presented “The OTT Co-Viewing Experience: 2017,” a comprehensive study revealing that more than half (56%) of those co-viewing on over-the-top (OTT) say that they regularly talk about the brands or products they see while watching content on television screens. Moreover, brand-related multitasking behaviors are particularly strong among OTT co-viewers, including chatting on social media about the brands they see, conducting brand-related searches, and even making purchases online.

New data from Hub Research suggests that TV watching habits may be at a tipping point, with the majority of US TV viewers saying they mainly watch their favorite show via a digital source.

As Co-President and Chief Operating Officer of Alma Isaac Mizrahi begins his term as chair of AHAA: The Voice of Hispanic Marketing, three new members have joined its Board of Directors. Stacie de Armas, vice president of strategic initiatives & consumer engagement at Nielsen; Christian Martínez, head of U.S. multicultural sales for Facebook; and Marco Vega, co-founder of We Believers, will work closely with AHAA’s governing bodies, committees and executive director to support the organization’s strategic plan, which elevates the quality of Hispanic marketing in the U.S. and focuses on the value of segmentation and power of specialization.

As a researcher who has worked in the sample industry for over a decade, I was surprised that I had never asked myself the question, “why do people take online surveys?” It’s a practice that we just kind of take for granted in our industry. Researchers often assume that the primary driver is incentives, as every panel gives some sort of incentive to panelists to encourage participation. But because the incentives are small, there must be a more fundamental reason people take the time to check a few boxes.  By Mario X. Carrasco – Co-Founder and Principal of ThinkNow Research

The ANA Alliance for Inclusive & Multicultural Marketing (AIMM) today announced a set of key priorities for the coming year that are specifically designed to help marketers increase their focus on multicultural marketing to help drive overall corporate growth.

More and more millennials are finally earning and spending serious money. But millennials’ finances often remain fragile, constraining their expenditures. When they make purchase decisions, marketing is just part of what influences where their money goes.

Today’s marketers are in constant competition for consumers’ attention – not just with each other but also with people’s social feeds.  Consumers have more ways than ever to discover, research, purchase and promote products and services, but what content and sources do people seek out, trust and find most influential?