News

In the next normal, consumer-goods companies can achieve profitable growth and outsize returns by renewing their focus on core execution capabilities.

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

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.

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.

Cultivating stronger relationships with IT is vital for brand marketers

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.

Daddy Yankee will join Chairman Thomas Axon and President Justo Moreno as owners of the team, which is based in San Juan and hosts its home games in the Hiram Bithorn Stadium.

The pandemic has accelerated the shift from traditional in-person gym memberships to broader acceptance of at-home connected fitness equipment. But a recent ThinkNow study shows that the gym isn’t dead, and connected fitness has a long way to go.

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.

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

Hemisphere Media Group, Inc. (HMTV) announced that John A. Garcia will join the company as Executive Vice President of Sales & Revenue.  Mr. Garcia will be responsible for growing and overseeing sales across all production pipelines and will play a key role in the company’s expansion to new client segments.

When it comes to business development, one of the most crippling obstacles to growth is a short-term mindset. Executives are constantly scrambling to win easy pursuits and manage crises, rather than devoting their energies to building a stable, cohesive business development model for achieving long-term, sustainable growth.

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

Starting at 7 PM (ET), the audiences will be able to enjoy a new block of programming beginning with: Mirador Mundial, Oppenheimer Presenta, En diálogo con Longobardi, Docufilms con María Celeste Arrarás and  Don Francisco: Reflexiones.

Agency leaders’ personalities can influence their agency’s cultures and reputations. Beyond that, agencies have their own “personalities,” so to speak, as represented through their brand, culture and positioning.  By Mark Duval – The Duval Partnership

Has your firm turned the corner on agency compensation? Many agency executives insist they have, pointing to the fact they have negotiated better hourly rates, better retainers, or better terms on cost-plus remuneration agreements. The problem, of course, is that they are simply getting better and better at doing the wron

US consumer expectations as measured by The Conference Board Consumer Confidence Index ticked up in October, but this followed three months of declines. Did the declines signal recession in 2022 or just a hiccup related to the Delta variant? We propose the latter.

Data: It’s the lifeblood of modern marketing. And yet so much of the data marketers rely on is incomplete, biased, and just downright flawed.

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

Ralph Guild, who created what is largely considered the standard operating structure for television and radio ad representation companies, has died.  By Adam Jacobson – Radio TV Business Report