The Clock Has Run Out on The One-size-fits-all Total Market Approach to Marketing

We fielded a research questionnaire from through 10/9-12/3/2020 using our +20,000 email subscribers and our LinkedIn platform.  Over +4,900 executives answered the questionnaire.  The results are as follows.

The pandemic-triggered drop in demand for entry-level marketing jobs appears to be recovering

In this interview, Jinghuan Liu Tervalon, an insights and strategy executive at The Coca-Cola Company, talks about her racial awakening journey and her anti-racist work in both the corporate world and the running community, while busting the model minority myth.

Spanish is the second most used language in the world and English is third; In the United States, English is the most common and Spanish is second. According to Pew Research Center’s 2013 National Survey of Latinos, 36% of Hispanics in the United states are bilingual, while 25% mainly use English and 38% mainly use Spanish (Krogstad & Gonzalez-Barrera, 2020). When it comes to advertising to Hispanics, language plays a key role and it’s important to understand the best way to convey a message to make the consumer feel understood. When deciding on how to market and advertise to Hispanics in the United States it is beneficial to consider code switching versus Spanglish as well as culture in relations to language and how it will affect the campaign.  By Holly Coleman and Madison McDaniel / Florida State University

Founded by pioneer Santiago Pozo in 1988, Arenas built an impressive legacy of clients and has worked on more than 600 films and TV campaigns throughout its 31-year history. From Selena and Ugly Betty to Mel Gibson’s Apocalypto and, more recently, When They See Us and Free Guy, Arenas has done it all: theatrical films, television and streaming with all the major studios and media companies.

“The Influence of Context” – a new study unveiled by MAGNA & IPG Media Lab today – measures how the context in which video ads are viewed affects how consumers perceive them and how they perform. The U.S. study looks at context through the lens of content adjacency – the type of content an ad appears next to – and video experience – the way an ad is consumed (i.e. in-feed, non-feed, etc.).

The Federal Trade Commission sued Facebook, alleging that the company is illegally maintaining its personal social networking monopoly through a years-long course of anticompetitive conduct. Following a lengthy investigation in cooperation with a coalition of attorneys general of 46 states, the District of Columbia, and Guam, the complaint alleges that Facebook has engaged in a systematic strategy—including its 2012 acquisition of up-and-coming rival Instagram, its 2014 acquisition of the mobile messaging app WhatsApp, and the imposition of anticompetitive conditions on software developers—to eliminate threats to its monopoly. This course of conduct harms competition, leaves consumers with few choices for personal social networking, and deprives advertisers of the benefits of competition.

The ANAannounced the creation of the Influencer Marketing Advisory Board, a leadership community of senior-level marketers dedicated to helping ANA members and the industry at large optimize influencer marketing.

ews outlets morph and multiply, both surveys and passive data collection tools face challenges

MAGNA reveals that the global advertising market place shrank by -4.2% to $569 billion amidst the COVID-induced recession, but some markets (US, China) proved more resilient than initially feared, thanks to the scale and resilience of digital media formats (+8%).

Prepare to be inspired as we highlight multicultural marketing at its best! As we celebrate the 20th anniversary of the ANA’s Multicultural Marketing Excellence Awards, join us to hear from some of the winningest brands and agencies.  They will highlight some of their best work over the past two decades, share their perspective on how multicultural marketing has evolved, and expound on what they think is next on the horizon.

Some years ago, an agency owner came to me seeking help with their new business efforts. They were no longer being asked to participate in pitches, and their prospective opportunities seemed to be shrinking.  By Mark Duval - The Duval Partnership

Despite a pace of economic decline that will produce the worst economy since the Great Depression, the ad market might end up falling by little more than we saw 2001. It will certainly be better than in 2008 during the fallout of the global financial crisis.

A decade of media evolution has taken place in a few short months. Our latest report assesses which audience behaviours and industry dynamics will stick into 2021