Agency

MGSCOMM announced a company-wide restructuring, that diversifies its client offerings and streamlines delivery of its communications solutions.

Total advertising expenditures in the first quarter of 2013 declined 0.1 percent from a year ago and finished the period at $30.2 billion, according to data released by Kantar Media.

GLR Networks announced the addition of Sachari Milian as the Programming-Content Director and Executive Producer.

Health Media Network (HMN) is launching its newest information and education network created specifically for Hispanic healthcare physicians and consumers.

A few weeks ago, iMedia hosted its InFocus Summit, which placed a spotlight on digital women and moms. Many of the speakers discussed how brands are not reaching this powerful audience, and the need for marketers to bridge this gap. I agree: It’s time for brands to focus on a woman’s interests and priorities, rather than her gender or age.

Sprint announced the kick-off of its CONCACAF Gold Cup sponsorship. The summer sponsorship includes the unveiling of an official Fancaster who will rally Gold Cup fans around the country via traditional media, grassroots and social outreach. Sprint takes sports fanaticism to the next level as it aims to provide a unique experience where soccer fans can get closer to the excitement and passion associated with following their favorite teams during the Gold Cup tournament.

Findings support the importance of considering racial diversity in audience segmentation. Non-whites were more likely than were whites to actively seek information. Print media use was more predictive of information seeking and processing than was Internet, television, or radio use. Implications for audience segmentation in public health campaigns are discussed.

Public relations agencies have been under fire for their lack of racial, ethnic, and gender diversity at senior management levels (Fiske, 2011; PR Week, 2001a). Agencies have responded by focusing on recruiting a pipeline of racially and ethnically diverse talent. This study explores the perceptions of the Millennials who are part of this diverse pipeline, as well as the perceptions of Millennials with dominant identity markers, to explore perceptions of agencies’ commitment to diversity and respondents’ identification of diversity problems through online asynchronous discussion groups.

In recent years, diversity has been one of the prominent issues that companies have addressed on their Web sites. Yet, few studies have investigated public relations efforts on diversity communication via corporate Web sites.

Data analysis in business is not a new phenomenon. However, never before have we had so much data, from so many sources, available so quickly. At the same time, the technology to store, manipulate and make use of the data has never been more accessible. The explosion of data and the ability to use data to inform decision-making increasingly are referred to simply as “big data.” Big data has emerged both as an industry and as a practice within a growing number of companies that see the potential to derive new insights and ultimately gain competitive advantage from data. The rise of big data has received an enormous amount of press coverage, but we would like to draw attention to the organizational and talent investments required for big data to make a difference in the business.

Marketers should get off the millennial bandwagon, says Carol Phillips, founder and president of Brand Amplitude, an insights-based brand strategy firm. While many in the demographic still have some shared values, there are different life stages, education levels and needs among its members that should be considered. Phillips spoke with eMarketer’s Danielle Drolet about the need to segment the demographic in order to reach millennials more effectively.

The rise of digital marketing is producing a fragmented and confusing landscape of terminology, providers and technologies, according to Gartner, Inc. In response to this, Gartner has created a digital marketing transit map to aid organizations in the creation of a digital marketing solutions strategy and to improve operations and plan initiatives.

Miami-based MARCA has added four new members to its creative team.

From their money to their media, Boomers and Millennials exhibit vastly different behaviors and habits. Yet, despite being born 30 years apart, these two mega-generations have something in common: they’re in demand by advertisers wishing to attract their attention and their dollars. Understanding how to reach these consumers and capture their hearts with appropriate creative is crucial.

It’s a rare brand that has all its marketing channels managed under one roof. Far more typical is the model where some channels are managed in-house, and others are managed by one or more ad agencies. Perhaps digital and traditional channels are at separate agencies, or brand marketing and direct-response marketing are similarly split. Or maybe different lines of business, business units, or geographic divisions engage with different sets of agency partners.

The splintering of today’s media landscape has created an imperative for marketers to recognize the need for a new approach to media planning. Setting a media buy for an entire year is no longer an effective strategy to reaching consumers, as real-time planning based upon ongoing measurement and adjustment is proven to lead to stronger results. Further, with the established viability of online platforms, marketers are not limited to following a traditional strategy in terms of a big media buy followed by a digital push.

As has been the case since the economic downturn began in 2007, this growth will be led by the Rising Markets*, which we forecast to grow at an average of 8.6% a year between 2012 and 2015, while Mature Markets* grow at an average of 2.8%.
We have downgraded our forecast for 2013 for two reasons: the continuing recession in the eurozone, and security concerns in South Korea.