Agency

The role of chief marketing officer has evolved significantly in the past several years. Previously, the job was predominantly about establishing an identity — advertising, brand management and thinking creatively — but today it’s a lot more complex. CMOs are now charged with a variety of responsibilities that span technology, analytics and growth strategy, and because they’re often held accountable for contribution to company revenue, today’s CMOs are also responsible for optimizing operational processes and demonstrating measurable impact.  

US brand marketers gauge how well, or otherwise, their digital video ads perform in a variety of different ways. Today, most measure digital video ad performance by looking at site traffic, June 2016 research indicates, but in the next year or two, more respondents want to be able to measure via cost per acquisition.

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

• Make no mistake, I love New York and New Yorkers.
• It taught me the good, the bad and the ugly of the advertising business that town.
• It still does.
• I called it home for a few great years and keep fond memories of it.
• I visit regularly.
• I just feel New Yorkers should get out more.

saludmóvil a bilingual and mobile medical, health and wellness destination has officially launched.

Everyone wants to be “agile” these days. Here’s how successful companies put together the teams and the capabilities to actually make it happen at scale.  By David Edelman, Jason Heller, and Steven Spittaels

Self-proclaimed political outsider Donald Trump was chosen as the nation’s next president on Tuesday, defeating Washington veteran Hillary Clinton in a fiercely fought election that has wide-ranging implications for the nation’s economy and retail industry priorities from tax reform to transportation infrastructure and international trade.

A corporate reorganization doesn’t have to create chaos. But many do when there is no clear plan for communicating with employees and other stakeholders early, often, and over an extended period.  By Rose Beauchamp, Stephen Heidari-Robinson, and Suzanne Heywood

Nearly one in five internet users around the world block ads, according to September 2016 research. That doesn’t necessarily mean they are averse to brand messaging, however.

VidaLexus RPM is an original weekly web series that takes audiences on a musical journey, exploring different Latin music genres and reengineering their sound with the help of Latin pop sensation Raquel Sofía.

Nielsen announced the launch of the Nielsen Shopper Essentials Suite. Nielsen Shopper Essentials, a web-based data visualization and analysis solution, provides a complete interactive view of shoppers across retail channels and categories allowing clients to make real-time decisions to drive growth outcomes.

For nearly 200 years, Johnnie Walker has inspired the world with stories of personal progress and today the brand announces the new Keep Walking America campaign, which is yet another powerful collection of stories celebrating the countless achievements, unwavering optimism, hardwork and tireless progression of the great people who call America home.

comScore, Inc. and MediaMath released results from a new study, The State of Programmatic Buying in Latin America, which analyzed the challenges and opportunities for advertisers, agencies, publishers and technology companies to consider in order for programmatic to reach its full potential.

Why is it that some brands can endure years of bad press without losing substantial sales? Similarly, how do some brands transform into industry leaders, often seemingly overnight? In many cases, it’s the result of careful management of brand equity and corporate reputation.

Being customer-centric is a buzzworthy topic these days.  Every company pays lip service to being customer-centric, but in most cases it is simply that: lip service.  Most companies simply come up short.

In a political bombshell still reverberating through Washington, Donald Trump, confounding the predictions of most of the pundits and pollsters, won a solid electoral victory. For the first time in eight years, the Republicans control the Presidency and the House and Senate. This means that it is likely that the political gridlock of the last three Congresses will be broken.

Facebook has been slammed with a potential class-action lawsuit accusing it of violating federal civil rights laws by publishing housing and job ads that discriminate against minorities.

In order to reach millennials, consumer brands have to target more multicultural audiences in their advertising and social campaigns, according to a recent study by Buzz Marketing Group (BMG).

Millennials have been a marketing obsession for several years now as the generation develops into a larger percentage of the work force and begins to earn and spend more. Yet, a new storyline has recently emerged around Millennials: It turns out, they’re not a uniform generation with identical traits that apply to every single member.

The world and the marketplace have long moved beyond evaluating companies based solely on the quality of their products or the services they provide. Equally important to protecting and growing reputation are the relationships a company has with its environment, communities, employees, etc.  By Wendy Salomon, VP, Reputation Management & Public Affairs

In local communities, the civically engaged – the people who vote, volunteer and connect with those around them – play a key role in community life. Thus, how and to what degree they stay informed about their communities carries added weight.  By Michael Barthel, Jesse Holcomb, Jessica Mahone and Amy Mitchell