Agency

Question: what happens when you cross Samba TV’s data from Smart TVs in 13.5 million U.S. households with Kantar Millward Brown’s 8 million Ignite Network® desktop panelists and 3 million mobile panelists? Answer: the opportunity to precisely measure the brand impact of TV advertising on the same basis as digital.  by Nigel Hollis

This report, created by Havas Media and shared with the 4A’s community, estimates media inflation rates for the second half of 2017 and first half of 2018.

After WPP’s poor financial showing in its latest results, much has been made of the imminent demise of Sir Martin’s agency conglomerate, and the ad agency holding company model in general. Let’s be clear: there are a lot of pressures on that model.

According to Nielsen’s National Television Household Universe Estimates, there are 119.6 million TV homes in the U.S. for the 2017-18 TV season.  The number of persons age 2 and older in U.S. TV Households is estimated to be 304.5 million, which represents a 0.9% increase from last year. Increases in U.S. Hispanic, black and Asian households were also seen, due to estimated increases in population growth and TV penetration.

We’ve covered this before: reaching Hispanics is much more than just adding a Hispanic layer over general market executions. There are a lot of insights to draw inspiration from to connect with U.S. Hispanics, but there are also general best practices. A major key that can easily get lost in translation is Spanish terminology.

The 21st century has been a wild ride so far, and it has only just begun. The speed with which events are unfolding is creating turmoil and confusion, necessitating a step back to see the big picture—the emerging trends behind so many of today’s headlines. This is no idle exercise, but imperative for businesses intent on surviving the next decade and for policymakers struggling to adapt to profound changes in the way we live.

Y&R MIA and Bravo has promoted Victor Amador, Ricardo Lopera and Marlon Zanatti to Creative Directors effective August 1st, 2017

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

Imagine you are a CMO at a large company with multiple customer touchpoints.
A big retail bank, for instance.
You develop a great brand narrative, a visually stunning corporate id, an awesome customer experience.
You get the unanimous blessing of the board of directors.
You validate it all with market research: the public will love your value proposition.
In theory, that is.

The communications team at Hyundai Motor America has added Hyundai Brandon Ramirez as the senior group manager of Product Communications.

With the advancements in big data, advertisers know more about consumers than ever before. And yet, they’re still challenged with how to drive the greatest return for their marketing budgets.

A while back I reviewed the Kantar North America event, Fragmentnation, which focused on the increasing diversity of needs, mindset and values in the U.S. population, and noted that brands must prepare for a more diverse future. On reflection they must also prepare for a more fickle future.  by Nigel Hollis

Data from social media analytics and monitoring service Sprout Social revealed that many US internet users believe social media has given them more of a voice to expose unfair treatment from brands and be more critical of them in general.

Organic growth is key to companies’ futures. According to survey results, the best firms follow more than one path to achieve it and also are better at developing the right capabilities to support it.

The report provides detailed data and in-depth insights on mobile apps, which now drive the majority of digital media usage in the U.S.

Media-Nxt is a project of the Center for Digital Media Entrepreneurship at the S.I. Newhouse School of Public Communications at Syracuse University. It includes a free, annual Media-Nxt Report on the emerging media technology landscape, identifying trends that media professionals should take into account when considering the future of their industry.

A new study conducted by Radius Global Market Research and MorphoTrust USA, part of OT-Morpho, shows the majority of the U.S. public is ready for the traditional plastic driver’s license to go mobile.

Every now in then in your life you need to take some time off and travel along the mystic side of the river trail for whatever reason.  My case, a full knee replacement last week, a TV and an iPhone.  Watching TV with an elevated leg that I was icing aggressively after therapy, I came across a documentary on Starz Network about a 1970s trovador out of Detroit of Mexican decent called Rodriguez that frequented the local dive bars and belted out lyric and tunes that motivated the day that would make Bob Dylan look “more’ than twice.  By Gene Bryan / HispanicAd

I have just reached the 100-day mark in my role leading the 4A’s, and one thing has been made exceedingly clear to me over the past few months: Before we can make true progress, we must address a critical issue. That issue is trust.  By Marla Kaplowitz – 4A’s President and CEO

ANA slide show

Millennials are often the most stereotyped, yet coveted, group for marketers. The second-largest generation group in the U.S. has now “grown up,” and its consumers have disposable incomes. This provides a plethora of opportunities for advertisers and marketers who are so eager to reach them, as Millennials are highly engaged, using multiple platforms for many hours on a daily basis.