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December 10, 2019

The rapid turnover of CMOs today does not mean they are underperforming. Instead, it may stem from unrealistic expectations on the part of CEOs and boards, who often don’t know which key attributes they should be looking for in a marketing leader.

December 10, 2019

When it was time to launch this year's back-to-school marketing campaign, the clothing company Old Navy knew it had to switch gears. Typically, the San Francisco-based clothier, which is owned by Gap Inc., devotes its marketing efforts to the moms who purchase clothes for their sons and daughters.

December 10, 2019

Corporate America needs to awaken to the challenges faced by black professionals, according to a new study published by nonprofit think tank the Center for Talent Innovation (CTI). In the workplace, black professionals are more likely to encounter prejudice and microaggressions than any other racial or ethnic group. They are less likely than their white counterparts to have access to senior leaders and to have support from their managers.

December 07, 2019

Hometown pride is a very real emotion that likely exists in the majority of Americans from coast to coast. To get a better sense of hometown pride, ask people if they listen a little more intently at the mere mention of their hometown? Do they have an affinity for a local sports team no matter how good or bad they may be? Do they tend to compare other places to their hometown. Have they ever heard a story stemming from a friend's hometown? If the answer is yes to any or all of these questions, that is the impact localism has on creating personal relevance and meaningful connections with consumers.

December 07, 2019

Strategy consultants find and implement pathways for "sustainably improved performance" for their clients. I've worked with agencies and brands to navigate the correct pathways for improved performance for the past 30 years. And when you work in many similar situations over several years, you perceive the broad patterns that affect all players.

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December 07, 2019

Traditional celebrities built their influence and fame through traditional channels such as television, radio, magazines, movies, music, or other fields of talent. They have fan bases across all age groups, income levels, geographic locations, and a varied general public. Internet celebrities, on the other hand, built their presence through non-traditional media channels such as social media, blogs, vlogs, and other internet-based platforms. They have subscribers on various platforms including YouTube, Instagram, Facebook, and Twitch TV; reaching niche audiences who have specific interests.

December 07, 2019

What does 2020 look like for the media industry? Kantar’s experts around the world have identified 12 trends and changes that are poised to impact the media industry landscape in the coming year. Our aim is to help marketers navigate today’s ‘digital paradox’ with confidence.  by Guest Contributor Jane Ostler - Global Head of Media, Insights / Kantar

December 07, 2019

It’s about time women were portrayed in media accurately. When it comes to sports, there is a misconception that women’s sports aren’t popular. This isn’t actually true: Female athletes just aren’t getting the attention they deserve from the media — which are two different notions.

December 06, 2019

ViacomCBS Inc.announced the completion of the merger between CBS Corporation and Viacom Inc. The combined company, which is renamed ViacomCBS, creates a premium content powerhouse with global scale, including leadership positions in markets across the U.S., Europe, Latin America and Asia.

December 06, 2019

Creativity is the act of turning new and imaginative ideas into reality. Creativity is characterized by the ability to perceive the world in new ways, to find hidden patterns, to make connections between seemingly unrelated phenomena, and to generate solutions. Creativity involves two processes: thinking, then producing.

December 06, 2019

The number of people enrolled in school in the United States reached 76.8 million in 2018 according to the U.S. Census Bureau. This is 2.2 million below the level reached in 2011, when 79.0 million were enrolled in school. Enrolled students make up 25% of the U.S. population age 3 and older.

December 06, 2019

You’ve heard about multicultural societies and groups, but have you thought about multicultural individuals and what they bring to organizations? Multicultural individuals — such as Chinese-Canadians, Turkish-Germans, or Arab-Americans — commonly think, perceive, behave, and respond to global workplace issues in more complex ways than monocultural individuals.

December 06, 2019

In mid-April, it became known that Univision Communications wants the FCC’s approval to have one of its many wholly owned subsidiaries take on direct ownership of Univision Radio. The subsidiary is based in Mexico, and as such a foreign ownership ruling has been requested of the Commission.

December 05, 2019

The ANA’s Marketing Word of the Year for 2019 hits particularly close to home for many marketers and the consumers they target.

December 05, 2019

Craft Brew Alliance, Inc. announced the launch of La Rubia Blonde Ale in New York and Connecticut. The expansion builds on La Rubia’s robust double-digit growth to date and will be focused on connecting the beer’s easy-drinking style and authentic brand story rooted in family with Hispanic consumers in key markets.

December 05, 2019

No one will argue that the Hispanic market is a critical niche for advertisers to tap into. The best way for brands to successfully reach Latino consumers is to understand their culture, know their passions, where they enjoy spending time, the places and platforms they visit most and how their marketing influence patterns. U.S. Hispanics have over $1.7 trillion in purchasing power, a number that’s going up as their US population rapidly increases. There are a few things about the Hispanic market that can be very helpful to know when implementing advertising strategies.

December 04, 2019

Lynn Blashford, marketing VP at hamburger restaurant chain White Castle, doesn't target customers according to their age. Nonetheless, Blashford is keenly aware of millennials' craving for authenticity. "They have an appreciation for nostalgia when the story is authentic, and that works to our advantage because we have a heritage that goes back 98 years," she says.

December 04, 2019

Audiences around the world are shifting their behaviors to be more mobile-oriented than ever before. Against this rapidly evolving consumer landscape, Comscore unveiled its 2019 ‘Global State of Mobile’ report. This new study is designed to help marketers understand the mobile audience trends, and emerging content categories and apps that continue to disrupt the worldwide digital landscape.

December 04, 2019

There has never been a more exciting time in media. As we enter 2020, change in the media landscape is accelerating at an unrelenting pace with new technologies, platforms and business models continuing to re-shape our industry.

December 04, 2019

Horizon Media announced that it has hired Sandra Alfaro as EVP Managing Partner of 305 Worldwide, effective immediately. Alfaro joins the Horizon team to lead 305 Worldwide, Horizon’s recently launched full-service multicultural agency with Armando Christian Pérez, aka Pitbull, the GRAMMY© Award-winning artist, entrepreneur, motivational speaker and education advocate, as its Chief Creative Officer.

December 03, 2019

The Ibero-American Creativity & Strategy Festival (FICE) has named Richards/Lerma its 2019 Independent Agency of the Year in the USA Hispanic and Multicultural category. The recognition celebrates Richards / Lerma’s work creating disruptive and impactful content for a diverse, multicultural America.

December 03, 2019

By Gonzalo López Martí  - Creative director, etc.   /   lmmiami.com/

  • A few weeks back, South Dakota state authorities launched a series of PSAs under the tagline “Meth. We’re on it”.
  • Next thing you know, a nationwide burst of social and traditional media handwringing ensued.
  • The campaign was lavished with self-righteous outrage and condescending criticism.
December 03, 2019

Being a two-way feedback exchange between a committed client and an active agency, the agency evaluation process could be better described as a relationship evaluation. And while much has been written about agency evaluations from the client's perspective, there's been little coverage of the agency's side and its specific practices and behaviors.

December 03, 2019

Some of my colleagues expressed concern over last week’s post which likened online advertising to a cult. But what else do you call the unthinking faith that many marketers have in the power of digital advertising? Sadly, data has a lot to do with reinforcing that faith, but the right data can also help marketers break out of the cult.  by Nigel Hollis

December 03, 2019

In a new KPMG study, “The Truth about Customer Loyalty,” we asked close to 19,000 consumers across 20 countries – including 2,000 in the U.S. – for their views on brand loyalty. Their responses clearly show that loyalty is not dead, but it is evolving and there is a lot of headroom for change.