Agency

Marketers are struggling to get a handle on cross-channel attribution, judging by several efforts now in progress.

The traditional shopping mall is under threat. Here is how to meet the needs of digital customers.

Thanks to digital disruption, the nature of consumer packaged goods companies is changing. Rather than simply selling goods, leading CPG companies are looking to create and curate customer experiences. These experiences are underpinned by a new form of collaboration, using platforms to connect with consumers like never before.

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

• Advertising creatives resort to puppies and babies when inspiration is elusive and they badly need a sure hit.
• Urban music composers resort to thuggery and misogyny.
• As I pointed out last week, I strongly believe urban music (meaning hip hop, reggaetón and its offshoots) is successful DESPITE its lyrics.
• From a strictly musical POV, I find these genres irresistible.

It is a truism that media fragmentation has created a headache for those buying and selling media, and for those companies like us who are responsible for measuring it. Twenty years ago, the world was a far simpler place for brand advertisers: TV was king and digital advertising was a merely a ‘fad’. Fast forward 20 years and we know that digital advertising wasn’t a fad, but TV is still king and although some budgets have migrated, its resilience is broadly steadfast.

Brands need to have a better understanding of the combined power of different media to maximize the impact of their media spend says Duncan Southgate, global brand director, media and digital, at Kantar Millward Brown.

The way we interact, the way we make decisions and the way we learn are all being shaped and influenced by the rapidly developing and increasingly accessible computing technology around us. Nowhere is this more prevalent than in the use and adoption of AI.
 

A new report by Accenture Strategy cautions that in a rapidly changing digital landscape, CEOs must lead the charge in reskilling their people to be relevant in the future and ready to adapt to change. According to the report, Harnessing Revolution: Creating the Future Workforce, CEOs must be mindful to put their people first and at the center of change to create the future workforce.

Customers are demanding we satisfy their information needs as they manage and curate their own content. We have dubbed the shift to delivering messages to physicians and patients within an appropriate context, theAudience Economy.

On the eve of Donald J. Trump’s inauguration as President of the United States of America, we surveyed industry executives — both advertisers and agencies — to find out how they felt the Trump Administration would impact their lives, both personally and professionally.

They say that the bulk of the president’s job is dealing with the unexpected. Candidates campaign on platforms and promises which in many cases are not fulfilled nor accomplished. So what candidates say to get elected is one thing, and what they do when they are in office is another. The election of Donald Trump was, to many, unexpected. Politics aside, a question has been lingering in my mind about whether this will be good or bad for business (and by business I mean the Hispanic marketing communications business).  By Roberto Siewczynski – SVP, Group Director – Epsilon

Emiliano Calemzuk, former CEO of Shine Americas and president of Fox TV Studios, Luis Balaguer, founder of Latin World Entertainment, and “Modern Family’s” Sofia Vergara announced Raze, a new media company created to be the voice of today’s multicultural generation, which is heavily influenced by Latinos.

At a time when the topic of cultural diversity is at an all-time high, LA-based Latino soul band Chicano Batman and Johnnie Walker released a reimagined version of the iconic American folk song “This Land Is Your Land,” along with an immersive music video, that is poised to be an inspirational message of hope for modern America.

As influencer marketing evolves from a buzzed-about effort to a proven technique, marketers need to take stock of what they know is effective. Here are five important changes coming up in 2017, and experts’ advice about what to do about them.

The whole ecosystem has become people-centric and interactive, so people expect to interact with brands, just like how they interact with other people. A brand that continues to operate in the old paradigm will come across as self-centered and selfish, and will not build mutually beneficial relationships.

The years 2017 through 2027 shall be named the “Year of TV” — every year, repeatedly.

The multicultural Millennial population consists of almost half of the Millennial generation (42%) and represents local markets that drive 47% of the total U.S. gross domestic product. In a new report, Multicultural Millennials: The Multiplier Effect explores key aspects of this population, including demographic information and trends, analysis of their choices of home cities, and how culture, food and technology are essential points of entry for reaching this generation.

By many measures, 2016 was an eventful year, to say the least, for Americans. From one of the most inspiring Olympics on record to a contentious presidential election season, many are exhausted and looking forward to a fresh start in 2017. Using this year of extremes as a backdrop, ThinkNow Research conducted its fourth annual Consumer Sentiment Study across a representative sample of Hispanics, African-Americans, Asians, and non-Hispanic whites.

Connectivity has a fundamental influence on how people consume media and make brand choices. It gives brands the opportunity to increase reach exponentially. Our latest Connected Life study reveals that for nearly a third of consumers globally, brands don’t deliver an equal quality of service online and offline. Marketers need to better meet the personal expectations of their consumers across different touchpoints.

Univision Holdings, Inc. (“Univision”) and Grupo Televisa, S.A.B. (“Televisa”) announced a strengthened and expanded relationship between the two companies by unifying both of their content development and production efforts.