Marketing
The 2022 ROI Report [REPORT]
If driving media ROI is your job, this report helps you do it better. We reveal what drives returns, how to measure them and how to improve on the metrics you already have.
Kellogg Company Recognizes Captura Group for Diverse Partner Investment and Support
Captura Group was recently recognized by Kellogg Company as the 2021 recipient of the Sojourner Truth Award, acknowledging the agency as their certified diverse partner with the highest spend with other diverse companies in 2021.
CEOs from Dentsu, GroupM, Omnicom Media Group & Publicis Media agree Hispanics are the quintessential Growth Drivers
As more than 63 million Hispanics drive population growth in this country and grow in economic, political and cultural influence, we have to ask ourselves, “What is stopping brands from going all in?” According to the CEOs from dentsu Media, GroupM, Omnicom Media Group and Publicis Media, it’s a combination of lack of long-term planning, one-offs and failure to diversify from within.
Cannes Lions 2022: The Attention Economy has landed
Sitting neatly at the intersection of media magic and creative success is the debate around attention, which was a topic du jour from day one. Advertisers are increasingly keen to create ads that capture and retain attention. Publishers want to show they have the environments that deliver high-quality attention. And Agencies want to place ads where they can generate the most attention for their clients’ money.
Timidity is limiting your ROI
From a budgeting perspective, global marketers planned to increase their spending across all channels as 2022 got underway, with significant emphasis on select digital channels like social media, video and display ads.
Marketing facing “worst-ever” talent crisis
Nearly half (48%) of all advertisers, agencies, ad tech companies and media owners think the industry is facing its “worst-ever crisis” when it comes to talent, topping off at 54% among agencies, according to new research from WFA and global media advisors, MediaSense.
PROCUREMENT still a thorny issue for Marketers & Agencies [REPORT]
There’s good news and bad news in the world of marketing procurement, according to a new report from the ANA.
Guidelines for Measuring Influencer Marketing [REPORT]
The ANA introduced the industry’s first set of guidelines for measuring influencer marketing to help advertisers overcome a challenge that has thwarted them for several years.
It’s true: You really do need to spend money to make money
Advertising is a commitment. It can also be expensive. And while we know that brands are prioritizing their brand awareness efforts in the coming year, there isn’t a marketer on the planet who’s not focused on the tangible returns that their spend delivers. And given that focus, it’s not uncommon for brands to pull back when the returns aren’t there. Somewhat counterintuitively, however, that’s usually not a good strategy.
2/3 of Global Marketers lack confidence in their DATA
To spot sudden, disruptive changes in customer and market behavior, modern marketers need high-velocity data marketing, according to a new report by the Chief Marketing Officer (CMO) Council and GfK. These data systems need to be agile and adaptable with the ability to acquire real-time, relevant data signals and close the gap between data, insights and action.
Traditional Advertising is Alive and Well
“Digital marketing is the future.” Whoever the first person was to make that statement wasn’t wrong.
What Can Hollywood Teach Marketers About The Importance of Diversity?
The Association of National Advertisers (ANA) has been telling advertisers that diversity and inclusion will lead to brand growth. The ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) has developed new research tools that have proven that inclusive content makes advertising three times more effective. Unfortunately, not everyone has gotten the message yet. But what about America’s pastime– MOVIES. What can we learn about consumers through an analysis of how movies perform? Nobody is forced to watch a movie, right? So, it stands to reason that people will prefer movies that resonate with them. By Roberto Orci
Underspending in 50% of Media Plans Jeopardizing Maximum ROI [REPORT]
According to the report, about half of marketers are not spending enough in a channel to get maximum ROI. While a poor ROI might cause brands to pull back on spending, Nielsen found that spend often needs to be higher to break through and drive returns. Nielsen's "50-50-50 Gap" states that while 50% of media plans are underinvested by a median of 50%, ROI can be improved 50% with the ideal budget.
Living up to a brand promise
It’s no secret that brands have shifted their efforts to create personalized messages and offerings to earn consumers’ attention and wallets. However, personalization tactics alone won’t be enough to foster more meaningful, long-term relationships with their customers.
Reimagining the C-suite
Spring this year brought a flurry of thought-provoking senior executive-level hires in the retail industry. Some appeared to be primarily shrewd marketing and influencer-gathering moves — the appointment of Kim Kardashian as chief taste consultant by Beyond Meat, or Hilary Duff as chief mom officer of Carter’s. Others look like early bets on a still-unknown future; both Crate and Barrel and Disney, for example, have recently appointed senior vice presidents of the metaverse.
ANA, WARC & LIONS announce long-term partnership to create a US and Global business practice to “Crack the Code of Creative Effectiveness”
The ANA, WARC, and LIONS have announced a unique long-term research partnership to create a global framework that guides and supports brands in ‘Cracking the Code of Creative Effectiveness’. The initial goal of this project is to address both the culture of effectiveness within organizations as well as the elements of campaign effectiveness. Other fundamentals of effectiveness, aligned with the ANA Global Growth agenda’s Brand, Creativity & Media pillar, will be incorporated into the creation of the roadmap and foundation for the practice.
State of B2C Conversational Marketing [REPORT]
The report surveyed 400 B2C marketers across the globe about their experiences and approaches to better understand how marketing teams in general are using conversational marketing. The report dives into how B2C marketers are finding success, improving metrics, the particular channels they're finding more effective, and more.
Performative Gestures in Multicultural Marketing
At some point, we need to demonstrate that the “Performative Gestures” by many advertisers and their media buying agencies have merit and contribute to the overall growth of advertising and marketing to Multicultural Consumers.
Recession looms. Marketers, you know what you should do, right?
Let me put this as simply as I can. Recession is not a one-size-fits-all event. How brands, sectors, and countries fare varies. If you brand is in decent shape, stay the course. If not, it is time to consider alternative strategies. And if you want a more detailed refresher than this, read on. By Nigel Hollis
The inflation outlook
US inflation is at its highest point in nearly 40 years. Here are scenarios for how inflation might evolve in the next three years and actions your organization can take to be resilient in each.
