The credit crunch continues to worry investors, consumers and advertisers in Western markets, so we have downgraded our forecasts for ad expenditure growth in 2008 from 3.7% to 3.5% for North America, and from 3.9% to 3.7% for Western Europe. High energy and commodity prices are stoking inflation, so real growth – after adjusting for inflation – is unlikely to exceed 1% in either region. However, we have upgraded our forecasts for both regions in 2009 and 2010 in the light of stronger than expected growth in internet advertising.
Agency
Brand Fashioning: what Brand Managers can learn from Fashion Designers.
A strong brand is one of the most powerful assets a company can have. The brand functions as an effective and efficient link between the consumer’s needs and the organization’s value proposition, because it represents the functional and emotional advantages of the concept, which capitalize on the ambitions and aspirations of the consumer. The more successful the brand is in doing so, the greater the chance that a meaningful relationship will develop.
Volkswagen remixes Da. Da. Da. for Tiguan launch.
The resurrection of The Trio’s famous 80’s song is the centerpiece of Volkswagen’s U.S. Hispanic TV campaign for Tiguan, its new compact SUV.
Burlington Coat factory in Puerto Rico.
Burlington Coat Factory, a U.S. nationwide discount department store retail chain, announced its plans to open its first two stores in Puerto Rico.
Dieste named Heineken USA AOR for Hispanic promotional activities.
Dieste, Harmel & Partners has been named agency of record for Hispanic promotional duties on behalf of the Heineken USA brand portfolio which includes Heineken Lager, Heineken Premium Light, Tecate and Tecate Light, Dos Equis, Bohemia and Sol. The assignment follows a thorough review process initiated by Heineken USA earlier this year.
Companies are using accountability Metrics to address Marketing Budget issues.
In their efforts to increase brand awareness and drive sales, marketers are still struggling to create accountability programs that effectively measure the impact of marketing efforts, according to a new study from the ANA (Association of National Advertisers) and MMA (Marketing Management Analytics). Although the majority of companies with a marketing accountability process tend to house this function within the marketing department, there is growing collaboration between marketing and finance.
Harley-Davidson sponsors Latino Motorcycle Rally.
Harley-Davidson announced its sponsorship of the Latin American Motorcycle Association (LAMA) National Rally taking place July 4-6.
