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Audiences are finely tuned to advertising. They can scroll, skip and block ads on their way to enjoying their favorite content. But what stops someone from scrolling—and starting to engage? Content that interests them and breaks through the noise. One increasingly popular method for brands to get their message across is the use of branded content. Rather than an obvious product placement, think of different types of content like sponsored blog posts, short form videos or influencer marketing. This kind of content has emerged as a way for brands to cultivate a more engaging experience.

In our brand equity thought leadership series, we have looked at what brand equity is and how to measure it, before shifting attention to the distinctive brand assets that drive sales. Guided by two sizeable Kantar studies, we then laid down a solid case for the importance of monitoring touchpoint landscapes and uncovered the optimal channel spend allocation for media effectiveness. And we discussed the role of emotions and the hotly debated notion of building brand equity through meaningful difference and purpose.

To navigate the current and future state of disruption, brands must shift their mindset

In the latest edition of the Champions of Growth Podcast, we take a look at the various efforts by the ANA Educational Foundation to promote a career in marketing and advertising and what CMOs and brand managers can do to boost their recruiting and retention strategies.

Hispanics are the secret to the growth— and the future success of America. But for too long, this group has been viewed as a single segment. Latinos are a community of limitless diversity yet firmly connected by our culture, our language and our shared experiences.  By Stacie de Armas is Nielsen’s Senior Vice President of Diverse Insights and Initiatives

Despite the undeniable impact of COVID, I feel that we have many reasons to toast as we enter the final quarter of this year, both as a country, an industry, and as individuals.  By Roberto Orci

Marissa Solis the veteran marketing expert that helped Pepsico market many of their products as Sr. Vice President - Core Brands, Partnerships, and Media at Frito Lay.  Previously Ms. Solis also was the Vice President/General Manager - Hispanic Business Unit, Pepsico North America Beverages.

This report provides extensive details on how brands can get involved in gaming.

Marketing budgets have always been subject to scrutiny, but the arrival of the pandemic and its presence almost two years later continues to spotlight the need for efficient and effective spending. That, in turn, has intensified the importance of accurate and holistic measurement, especially as brands increase their usage of new platforms and channels for their marketing efforts.

Chavez will lead marketing, advertising, public relations, media, and consumer insights, as well as the brand's digital initiatives. He will be responsible for developing and executing innovative marketing strategies to achieve the next chapter of growth for KFC U.S.

Changes in where people go for content is likely to outlast the pandemic

In a comprehensive study, NBCUniversal, MAGNA and the IPG Media Lab find that video ads created for the Total Market fall short among most Hispanics, but ads that leverage a language connection first, drive brand growth.

Edelman announced the release of a comprehensive global study revealing a dramatic shift in the importance placed on Corporate Communications by CEOs, Boards of Directors and other C-suite executives at the world’s leading companies. The “Future of Corporate Communications” research finds that the role of Corporate Communications has forever changed – shifting away from what has traditionally been viewed as a support function towards one increasingly recognized as an enabler of enterprise value.

How to write, sharpen and present better creative briefs.  By Will Humphrey  - Strategy Director at Wunderman Thompson

This week, I had the privilege of joining some of the best minds in advertising at ANA’s Multicultural Marketing & Diversity Conference. Having spoken at this important conference for five consecutive years, I wanted to use this year as an opportunity to address the entrenched habits in how we do marketing, and outline the path to building new habits needed to widen the opportunity for multicultural marketing.  By Marc S. Pritchard - Chief Brand Officer at Procter & Gamble

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