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Despite higher inflation, labour shortages, and wage inflation, corporate confidence is growing across the world. There is a consensus that, despite the lingering impact of the pandemic, we are through the worst of times. Consumer confidence is also high and rising, starting with China and the West and gradually spreading to other economies.

More than 70 percent of the meanings behind words, ideas, and concepts in culture are implied. Decoding those meanings through technology can not only help brands better understand what people are talking about but add value to their products and services and create a feeling of authenticity and purpose.

Demand for buy-now-pay-later offers is surging among younger consumers

Collage Group announced its CultureRate:Brand and CultureRate:Ad rankings of the more than 500 brands and 200 ads evaluated as part of the data pool.

The unprecedented growth in advertising spending in the first half (+32%) was more than low comps due to the COVID lockdown and recession last year. It was caused by a unique combination of national brands reconnecting with consumers and competing for a limited amount of traditional media inventory, while the lasting changes of COVID on lifestyles and marketing methods continue to fuel huge digital advertising spending from both big brands and small businesses. These ongoing organic growth engines, combined with Olympic budgets and the Mid-Term election spending, will continue to generate double-digit spending growth in the second half and into 2022.

How should marketers adjust their skills in the age of AI, automation and beyond?

An important function of marketing is to make it easy for people to pay the price asked. No second thoughts, no checking competitive prices, no delaying in case something better comes along. Easy to pay could be as simple providing access to a delayed purchase app like Affirm, Sezzle, or Klarna, but the biggest influence is likely to come from building perceptions that the brand is worth the price asked. If people perceive that a brand is different from the competition, they will be more likely to pay the price asked for it.  By Nigel Hollis

Whether you call it fútbol or soccer, there's no denying the sport's importance within Hispanic culture.

Existing in the time of “cancel culture” can be very tricky for a brand. They tell you to simply do the right thing and you’ll be fine, but “the right thing” varies according to your audience’s beliefs. In this case study, we explore the cancel culture phenomenon and present suggestions to help brands navigate a potential cancellation.

Gartner research has been tracking how consumers engage with brands on social media since January 2019, and our most recent research finds that the proportion of users who follow brands, and the proportion of users who say they like seeing content from brands on the platform have both increased markedly across the 10 most popular social media platforms.

Still the top category in digital advertising, CPG takes on aspects of nearly every other vertical, with multiple sub-categories and products that span the entire digital landscape.

ALSAC/St. Jude Children’s Research Hospital and Theorist, Inc, took top honors at the inaugural ANA In-House Excellence Awards ceremony, in which nine other in-house shops were awarded grand prizes in separate categories.

Over the past few years—and especially in 2020—marketers have had to be increasingly flexible and agile to meet ever-changing consumer demands. In this year’s Nielsen 2021 Annual Marketing Report, we found that marketers across several industries, including technology, travel and tourism, retail and financial services, had to adjust the mix of their marketing spend by as much as 59% in 2020 to adapt to the pandemic. As consumer preferences changed, it created a domino effect that affected business priorities and budgets. To keep pace, marketers had to be creative to activate campaigns with less.

The chief marketing officer (CMO) takes the elevator from the ground floor. It’s usually empty—but not today. This morning, he bumps into the new chair of the supervisory board. She must have gotten on the elevator in the underground parking lot. The trip up to the executive floor takes only about a minute. The CMO braces himself and asks, “What’s the priority for next year—brand strength or margin?” The supervisory board chair responds, “Can’t we have both?”

This year has been marked by unprecedented change in society, the economy, and the health of all Americans. In times like these marketing planning based on a high level of certainty has advantages. Here are 6 U.S. Hispanic market insights that are certain to maximize your 2022 marketing plans.  By Roberto Orci, EVP Strategic Growth at Captura Group

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