Marketing
Reversing the decline in advertising effectiveness
Advertising has always battled for attention. But what if there were more than one type of attention? And what should we be doing as advertisers to capture it today?
12 predictions for 2022
From creativity to platform regulation, ‘Metamania’ to the golden ‘square’ of marketing, the WFA team share their predictions for the marketing industry in 2022.
Inventing ‘Hispanic’ [PODCAST]
Do Puerto Ricans, Mexicans, and Cubans share an identity? The answer wasn’t necessarily clear before 1980. That’s when the Census Bureau introduced a pair of new terms, Hispanic and Latino, to its decennial count. The addition was the result of years of advocacy and negotiation: Being counted on the census meant the potential for far more government action, yet the broad category oversimplified the identities of an immense and diverse group.
How “easy to pay” fuels brand growth
The objective of marketing is to make it easier for people to choose the marketed brand. The basic recipe for brand growth is easy to mind, easy to find, and easy to pay. And of the three perhaps the most important is easy to pay. By Nigel Hollis
