Agency

Millward Brown released a study exploring the brands behind the two U.S. presidential candidates, Democrat Hillary Clinton and Republican Donald Trump, comparing them with brand profiles in the company’s extensive brand database. The Clinton brand aligned with profiles of proficient but undifferentiated brands, including American Airlines, the United States Postal Service and Visit Florida, the state’s travel arm, while the Trump brand was unlike any brand found in the company’s BrandZ™ database of more than 100,000 brands.

Marketers are constantly looking to meet, and exceed, customer expectations. But according to March 2016 research, less than half of marketers feel confident their organization understands the customer journey.

“Listen to your customer” is a business truism that approaches cliché, but the consequences of not adapting commercial models to market shifts can be severe.  By Brian Fox and Paul Magills

Univision Communications Inc. (UCI) announced the promotion of Silvia García to senior vice president of Media Planning and Multiplatform Strategy. She will continue to be based in Miami and report to Jessica Rodriguez, EVP and chief marketing officer at UCI.

Think you know programmatic video advertising? Take our quiz to see how you stack up against other eMarketer readers. Take the Quiz

Quri is announcing critical lessons learned from its “Summer of Merchandising” data, giving brands the keys to drive ROI ahead of Labor Day.

Univision Communications Inc. (UCI) announced it has entered into an agreement to acquire digital media assets as part of the bankruptcy proceedings of Gawker Media Group, Inc. and related companies that produce content under a series of original brands.

According to the NY Post in an article titled “Ex-NFLer Don Coleman’s firm failing to pay employees: suit” published on August 17, 2016, the agency and the owner have been taken to Manhattan Federal Court by their employees.

A new Quant-Qual study by Santiago Solutions Group titled “Gen Z 1.0: Hispanics vs. White Non-Hispanics on Aspirations, Stress, Family and the Influence of Culture”, discovered key differences in the relationship between Gen Z and their families for Hispanics and White Non-Hispanics. In a previous Gen Z quant study, SSG found that Hispanics experienced a much higher level of bittersweet relationships with their parents.

Keeping track of consumers’ media diets is a daunting challenge for any marketer. Thankfully it’s less challenging when media consumption can be sliced and diced across multiple platforms to see how Americans are spending their media days in an age of overwhelming choice. And the astounding choice is actually driving increased media consumption.

US senior decision-makers felt a number of varied factors impacted their analytics investments and objectives in Q1 2016. According to research, a plurality of executives—roughly one-fifth—blamed regulatory changes most, followed by economic (15%) and customer behavior shifts (13%).

It used to be that a bunch of analysis went into understanding the target audience, developing a media mix and selecting the publishers who would be considered and ultimately recommended for your media buys.  Then you gathered the available data and determined efficiencies and audience reach as a result of your campaign.  

According to the report, while the face values of print coupons distributed through Free Standing Inserts, SmartSource Coupon Machines and Consumer Magazines was higher than that of digital coupons distributed through Network and Retailer websites, the gap is narrowing.

Big Data analytics tantalize with the promise of nearly automated customer experience programs. Just tune the latest analytics software to your customer interactions and to social media sites, the pitch goes, and you can track and analyze how customers behave, as well as what they think about their experience with your company’s product or service.

The 2016 Summer Olympic Games are underway and, like most of America — most of the world, really — I’m fully engrossed in the action … and the drama.  By Tara Reid – VP Consumer Technology / Havas Formula

Univision Communications, Inc.Univision Holdings, the nation’s biggest Hispanic-focused multimedia company, has emerged as the successful bidder for bankrupt digital media publisher Gawker Media.  Courtesy of Radio + Television Business Report

Biopharmaceutical manufacturers have been reliant on the in-person sales rep model for so long, with just tentative experimentation with multichannel marketing over the years.  So what is making the tide turn in favor of multichannel marketing?

A new Quant-Qual study by Santiago Solutions Group titled “Gen Z: Hispanics vs. White Non-Hispanics on Aspirations, Stress, Family and the Influence of Culture”, revealed that the most substantial difference between Hispanic Gen Z and White Non-Hispanic (WNH) Gen Z was the manifestation and importance of culture (or lack thereof) in Gen Zers’ lives.

The media business, in the face of competition from Facebook and Google, is fighting for attention, eyeballs and advertising dollars.  And the challenges facing media sellers are becoming increasingly more complex, as our focus shifts from targeting audience “segments” to reaching individuals.  How can marketers and media brands continue to serve and succeed?

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

• In the age of social white noise and constant chatter -aka “the conversation”-, maintaining a high profile seems to be the only way to keep careers alive.
• Measurable results?    
• Nobody cares about results, let alone attempting to measure them.
• In corporate America, particularly in the marketing world, the revolving door swirls so fast it is simply impossible to know who’s responsible for what.
• It is all about how you spin it and how you market yourself.