Agency

At a conference in October 2016, Bob Liodice — the CEO of the Association of National Advertisers — posed a clear challenge to its members: “The CMO must get more involved with the activities of their suppliers” (meaning agencies and others who provide them with marketing services). With a deterioration of the relationship between advertisers and agencies, he pointed out that the CMO really needs to steer the ship. There is no room for detachment in any area, particularly media because of its rising complexity and rapid requirements in decision making.  By Mike Drexler

Today’s consumers watch TV and video in so many ways, ranging from first-screen connected devices (such as DVRs, VOD and OTT) to second-screen devices like smartphones, tablets, PCs and even wearables. As live TV’s share of overall viewing declines, it is becoming increasingly important for TV networks and advertisers to quantify and credit the consumption of content—and ads—across all viewing methods and devices.

AHAA: The Voice of Hispanic Marketing announced the creation of the Rising Stars Recognition, the Hispanic marketing industry’s premier award for outstanding marketing professionals ages 35 and under.

FOX Deportes joins reVolver Podcasts.

Univision Communications Inc. (UCI) announced that Malek Robert (“Bobby”) Amirshahi has been named senior vice president, Corporate Communications, effective immediately.

Internet advertising will attract 36.9% of all advertising expenditure, up from 34.0% in 2016. This will be the first year in which more money will be spent on internet advertising than advertising on traditional television (which will total US$192bn).

An assumption could be made that with a notable brand comes significant marketing spend that then sits within a company’s indirect procurement spend. Typically, savings obtained with the support of procurement are reinvested into the company to drive revenue.

This new report traces the global evolution of smartphones and tablets to become the primary digital tool, revealing specific behaviors for which these platforms have become important to consumers’ daily lives

Watching a selection of ads from YouTube, Facebook and broadcast TV has made me wonder whether advertisers credit their audience with superhuman powers of attention and observation. So much gets crammed into a video it is sometimes hard to keep up and viewers can literally suffer from what is known as an “Attentional Blink”.  by Nigel Hollis

In this part 2 of Latina Millennial Nuances a deep dive into their mindsets and that of their Non-Hispanic counterparts, SSG reveals that Latina Millennials are more introspective, more concerned about healthier lifestyles, and more focused on how they reflect their confidence through beauty. Not surprisingly, the study found that Latina Millennials also build stronger family bonds, are more digitally connected and have higher trust of the internet.

Technology has finally advanced to the point where marketers can use real-time data in a way that is both meaningful to customers and profitable for companies.  We’ve come a long way from “People who bought this, also bought that.”  By Julien Boudet, Brian Gregg, Jason Heller, and Caroline Tufft

The Coalition for Better Ads released initial Better Ads Standards for desktop and mobile web that reflect consumer advertising preferences in North American and European markets. The initial Better Ads Standards are based on comprehensive research in which consumers comparatively ranked different ad experiences presented to them while they read online articles. More than 25,000 consumers rated 104 ad experiences for desktop web and mobile web.

Trust in key institutions has plummeted in the US, but a new survey finds significantly more consumers say they trust advertising now than said the same three years ago.

Ketchum has expanded its audience insights offering with a new consumer group that the agency has identified and named GenZennial. This newly identified microgeneration bridges the Gen Z and millennial demographics.

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

• When I started out in this biz roughly two decades ago, fooling around with a company logo was considered a quasi-mortal sin of bad taste.
• A serious, unprofessional faux pas.
• Utter sloppiness.
• Or, worse, branding suicide.
• Strict corporate identity guidelines were enforced.

Newlink named Pablo Miro as VP of US Market.

VS/Brooks Advertising Co-CEOs and Co-Founders Diana Brooks and Vivian Santos announced that Monica Agurto has joined the agency as senior media buyer.

Last month, a debate broke out online between Jeffrey Bowman of Reframe: The Brand and the Association of Hispanic Advertising Agencies (AHAA) over the relevance of total market vs. multicultural marketing.  by Jose Villa –  Founder and President, Sensis

Excitement and interest are growing in Russia as the country prepares for the biggest football event in the world. Russia will host the 2018 FIFA World Cup™, making it the first time the World Cup will be held in Eastern Europe. As a prelude, Russia will host the FIFA Confederations Cup 2017 in June and July.

Most marketers rely on either marketing mix models or a form of attribution modeling to measure how effectively their marketing efforts are driving sales. There are pros and cons to both approaches, especially as both continue to mature, but marketing mix models take some elements into account that attribution models often do not. Matt Krepsik, global head of ROI at Nielsen, spoke with eMarketer’s Maria Minsker about making the case for marketing mix models and how brands can benefit from them.