Agency

The beauty of this old-media definition of working was the proper alignment of incentives.  Whether you were a publisher or an advertiser, investing in better content produced deeper connections with consumers.  As a result, publishers made more money, and advertisers felt better about spending it.  When new-media publishers arrived, driven by the frenzy of venture capital dollars, these publishers agreed to deliver unrealistic ad revenue goals despite having no established record of “working.”

America’s multicultural landscape is growing, and flavors associated with diverse segments are driving innovation that is not only crossing over to mainstream products in stores, but also across restaurant tables and into alcoholic beverages.  

People who live in rural areas are more likely to own their own homes, live in their state of birth and have served in the military than their urban counterparts, according to the latest data from the U.S. Census Bureau’s American Community Survey.

Radio-style services are amping up their streaming offerings to give users control over what they listen to; at the same time, streaming services are pushing to provide more programmed experiences for users, who don’t always want to create their own playlists.

Successful marketers know that people engage with ideas that are meaningful so they try to create powerful, insights-based campaigns that resonate with their target audience. Achieving success isn’t easy, and game changing work can be thwarted by any number of pressures. But marketers who develop a consistent, disciplined approach to creative development increase their probability of generating stronger brand value and business performance–the ultimate success criteria.  By Ann Green – Managing Partner Creative Development Practice at Kantar Millward Brown
 

For years, the AICE — the trade group for independent post-production houses — has been loudly complaining about the ad industry practice of “check bids,” and other unfair practices utilized by Adland in the course of producing commercials for their clients. Now it appears that the U.S. Department of Justice is looking into the matter.

Southeastern Grocers, parent company of BI-LO, Fresco y Más, Harveys and Winn-Dixie stores, unveiled five new Fresco y Más stores throughout Miami-Dade and Palm Beach County

A study released by Common Sense shows that parents spend more than nine hours (9:22) a day with screen media, the vast majority of that time being spent with personal media (7:43) and only slightly more than 90 minutes devoted to work media.

Some say talk is cheap, but data overages sure aren’t. Exceeding the limit on a smartphone data plan is a monthly headache for many Americans. However, that doesn’t stop consumers from using their phones round-the-clock to stream their favorite TV shows, download music and hail cars. Data has now become a huge, often costly, obstacle for consumers to overcome.

The study, Making America Rich Again: The Latino Effect on Economic Growth, sponsored by RBC Capital Markets (RBC) and the Latino Donor Collaborative (LDC), and authored by NERA economist Jeffrey Eisenach, shows that Latinos are driving job creation, income growth and new business formation for the country as a whole.

Kantar Millward Brown released its annual digital and media predictions for 2017. For the ninth year running, the company’s predictions provide marketers with a clear guide to the challenges and opportunities of the next 12 months, helping them shape their digital marketing strategies.

The Future 100 takes a snapshot of emerging trends for 2017, spanning culture, tech and innovation, travel and hospitality, brands and marketing, food and drink, beauty, retail, health, lifestyle, and luxury.

Although drinks of choice differed among generations, consumers from millennials to seniors continue to indulge in beer, wine and spirits products with regular frequency at home and on premise.

It looks like the ad market has settled into a post-recession growth pattern that is stable, but in the low single digits as marketers remain cautious and continue to demand optimal ROI for their advertising spending investments as more dollars move to digital channels. Economic and political uncertainties appear to be factors keeping growth at a moderate pace.

A first of its kind report revealing the perceptions of the biggest spending U.S. advertisers indicates many more agency reviews ahead.

Emerging markets have become an increasingly important audience for today’s marketers, as they offer significant new avenues for revenue. Traditionally, marketers would create buyer personas and place consumers into buckets to drive targeted marketing campaigns, but this approach doesn’t take into account the unique needs and personalities of cross-cultural consumers.

All sorts of news was vying for attention this past week.

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

• Did you know that Spanish global mega retailer Zara -possibly the most successful and profitable purveyor of clothing in the world- has never spent a single dollar/euro/pound/peso in advertising?
• Lemme take a step back: last week I attempted to dissect the logic behind Donald Trump’s defeat over the mightiest electoral machinery ever built by man or woman, aka the Clinton Clan.
• My conclusion, in a nutshell: the president-elect defeated an opponent who outspent him by three to one thanks to his hyper availability, his ability to hijack the 24-hour news cycle and occupy the center stage through earned media.
• No new news there.

Client-side marketers in the US appear to be more worried about location data issues than agency professionals. According to November 2016 research, roughly 40% of marketers are concerned with both data quality and transparency.

This was a banner year for multicultural market research. With large consultancies like PwC with their Always Connected study entering the multicultural arena to stalwarts like Nielsen continuing to produce high-quality work, total market consumer insights are widely available for brands looking to tap into this market.  Yet, out of all the studies that have been published this year, it was hard to pinpoint data that was “new.” CPG preferences we tracked were updated and Spanish-language media consumption shifted, but rarely did we see studies that explored emerging technologies and trends.  By Mario Carrasco, partner, ThinkNow Research