Agency

Marketing budgets are now, on average, 12% of company revenue. The Gartner CMO Spend Survey 2016-2017 explores where this new marketing spending will increase most—and how CMOs will adapt to this new responsibility.

Emotion has a huge role to play in determining which brands people buy and when. However, ignoring the interaction between emotion, recognition and brand associations risks motivating no one. To avoid the emotion trap marketers must figure out how to harness the power of emotion to benefit their brand.

Rubicon Project revealed new findings from a major study conducted in partnership with The Female Quotient (TFQ) Strategy, proving the power of programmatic investment and the impact of data-enabled, digital media buying. The study finds that by doubling investments in programmatic, marketers may achieve as much as a 6% increase in sales and a 22% increase in marketing return on investment.

Migration has become a flashpoint for debate in many countries. But McKinsey Global Institute research finds that it generates significant economic benefits—and more effective integration of immigrants could increase those benefits.

According to our new quantitative study, “Storytelling: The Current State of Branded Content,” conducted in partnership with Forbes and S.I. Newhouse School of Public Communications at Syracuse University, branded content’s impact is superior to display advertising in terms of recall, brand perception and intent/consideration.

Allied first launched its multicultural practice with Allied Hispanic, then expanded to African-American audiences with Allied Moxy, and now adds LGBTQ marketing to its service portfolio with Allied Pride.  

Hemisphere Media Group, Inc. announced that in partnership with leading Colombian content producers, Radio Television Interamericana S.A., Compania de Medios de Informacion S.A.S and NTC Nacional de Television y Communicaciones S.A., it will acquire the concession license for Canal Uno in Colombia.

Anomaly announced the promotion of two of our executive into newly created positions across our fast expanding, and continually evolving, network.

Climate change is not a new issue for Latinos. More than 60 percent of U.S. Latinos live in the states most affected by air pollution, high temperatures, flooding, and other climate impacts, making them disproportionately vulnerable to health and economic risks. As a result, Latinos – especially Spanish-speaking Latinos – are aware of and support climate solutions considerably more than Americans overall.

Millennials are digitally savvy, increasingly segmented and highly unpredictable. They expect to be able to shop anywhere, anytime and want seamless, personalized experiences across multiple platforms — from tablets to smart devices to home computers.

Millennial women (ages 18-34) accounted for about 33 percent of the user base for cosmetics and skincare and almost 50 percent of heavy buyers of both categories (defined by the number product types of each category purchased). Over the last three years, there has been a sharp rise in the amount of cosmetics purchased by Hispanic women and they now account for 15 percent of all category buyers, 24 percent of all heavy buyers of cosmetics, and 20 percent of heavy skincare buyers. The skew in purchasing toward high income purchasers continued, but the study showed a dip in purchasing after the $99,000 per year in earnings mark.

The rising adoption of virtual reality (VR) and augmented reality (AR) by advertisers and consumers will deliver transformative creative experiences. Yet as much as creative and production shops will need to change to meet the new artistic and technical demands, media shops will face the more critical questions.

But if everyone is authentic, can it still be a differentiating factor? If even the most processed food products are touting their “real ingredients,” how can truly natural and organic brands stand out? At this point of saturation, authenticity can no longer be a true point of difference.

In 1964, media visionary Marshall McLuhan coined the indelible phrase “the medium is the message,” all but predicting the Internet and how advances in communications technology would come to shape the symbiotic relationship between what is said and how. The ascendency of digital, social, and mobile has progressively empowered once-passive consumers, now equal partners in content selection, redistribution and even creation. The good news is that digital channels provide unprecedented opportunities for targeting and personalization; the bad news is audiences now control how and with what they engage, tuning in and out as they desire.

Does the advertising of your TV content — a commercial, a TV program – have any “curious empathy”?

We’ve reached a crisis in listening: a study found that the average large organization devoted 80 percent of its resources to broadcasting its messages to the public or clients and only 20 percent on listening. However, creating compelling content that resonates with your audience and drives its behavior begins with listening.

Diversifying and evolving inspired by LATISM’s “Best Latina Network Leader” 2016, Lynn Ponder, founder of WebCityGirls influencer brand announced the arrival of #UnstoppableLATINAS Leadership Summit 2017.

A survey of advertising and marketing executives indicates that, of a variety of emerging technologies, the internet of things (IoT) is seen as the most important.

But breakthrough innovation is challenging. Moreover, most new product launches are “small” or “sustaining” innovations, which include the many, many brand extensions that large companies launch year after year. These launches are absolutely essential for growing existing brands and defending shelf space.  By Delphine Bourgeois, VP, Nielsen Innovation Practice

The widespread and increasing use of data to help manage agency relationships is leading to more informed decision-making. This is delivering positive benefits to client/agency relationships as well as improving efficiencies at both clients and agencies. Furthermore, the increased use of data is improving transparency and accountability, both hot topics at the moment. Bottom line: Data is truly a “force for good” in client/agency relationships.  By Bill Duggan, Group EVP, ANA