Management
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.
Your Digital Marketing Isn’t Reaching Hispanics
Since the dawn of digital, those of us in multicultural marketing have watched general market agencies take over budgets once aligned to specific target markets, such as Hispanic, only to be put in the ubiquitous bucket called “total market approach”. If you are one of these marketers let me point out a few observations of why it’s not working. By Karla Fernandez Parker
What will it take to boost Latino economic power?
In this episode of The McKinsey Podcast, senior partner Lucy Pérez talks with executive editor Roberta Fusaro about the findings of The economic state of Latinos in America: The American dream deferred—the firm’s inaugural report on this subject. She explains how greater support for Latino workers, business owners, consumers, savers, and investors in the United States could create economic opportunities not just for individuals and families in this demographic but also for the whole country.
“HYPERGROWTH” Marketers grow by embracing new technology & innovation
A startling gap exists between marketers who are poised for future growth and those who are less likely to significantly improve growth prospects based on how each group views future opportunities and the importance of innovation.
Advertising Coalition Finds Advertising Drives $7.1 Trillion in US Sales
New research validates the powerful impact of advertising in driving the US economy. A new study, commissioned by The Advertising Coalition and conducted by IHS Markit, found that advertising generated $7.1 trillion in sales activity and supported 28.5 million US jobs last year.
DE&I $$$$ directed towards Hispanic Owned & Operated Media reaches $100 Million [NOT]
Over the last couple of years, many clients and their media buying services have promised to re-direct dollars towards minority owned media and in our case Hispanic Owned and Operated media.
Marketing Budgets Have Increased to 9.5% of Overall Company Revenue in 2022
Marketing budgets have climbed to 9.5% of total company revenue in 2022, an increase from 6.4% in 2021, according to Gartner, Inc. While marketing budgets are increasing this year, they still lag pre-pandemic spending levels.
Why is innovation so important for brand growth?
Faced with the turmoil brought on by war, inflation, the pandemic, climate change and technological advancements it is easy to focus on the transitory, rather than the fundamental. But innovation will continue to be the foundation on which strong brands are built, and, if history teaches us anything, disruptive times create the catalyst for a disruptive strategy for innovation.
One in Four Senior Advertising Executives Expect Dramatic Growth in Budgets Over the Next 12 Months
New research from Alfi shows senior advertising executives are forecasting strong growth in advertising budgets over the next 12 months with 24% predicting dramatic growth.
The ANA, 4A’s and AIMM Seek to Help Marketers and Agencies Partner with Diverse Media Outlets [REPORT]
The ANA and the 4A’s unveiled a comprehensive list of guidelines designed to help marketers partner with diverse media suppliers, strengthen their DEI strategy, and drive brand growth.
CMOs: Time to Be More Customer-Centric [REPORT]
CMOs are now required to lead the charge in CX, which often extends to influencing beyond the marketing function.
Why is multicultural marketing no longer an afterthought
Inclusive marketing is no longer optional. It is a key driver of business success. The brands able to have success in cultivating strong and authentic connections with multicultural audiences will be those who commit the time, research, dollars and learnings necessary to create culturally appropriate campaigns. By Amalia Martino - Founder and President The Vida Agency
Marketers can foster greater representation in media
Every year, the topic of gender equity captures headlines during Women’s History Month. During this time, the media industry is often called out for a lack of on-screen representation. The numbers speak for themselves: women received 43% share of screen and 42% share of casting in U.S. television programming in 20211, with only 31% of measured shows having women represented at fair share. Worse, these metrics show little improvement from the year prior.
Marketers Don’t Agree on How to Achieve Growth [REPORT]
MMA Global, the association devoted to architecting the future of marketing for CMOs, released the Marketer Benchmark Study on Growth with findings on a topic at, or near, the top of the priority list for ANY company in ANY industry: Growth. The results revealed a 50/50 split among marketers when it comes to how to best achieve growth.
Challenging Gender Stereotypes, Showing Greater Empathy [PODCAST]
Tune in to the latest episode of The New Mainstream podcast as Lauren Triplett, Associate Marketing Manager, Barbie Global Brand at Mattel, Inc. and founder of BiteSized Consulting discuss the evolution of gendered toys and how inclusivity leads to greater empathy.
