In an era of hyper-segmentation and personalization, can mainstream marketing still provide total relevance? The concept of mainstream is obsolete. It comes from a simpler time, when the U.S. population was less diverse. The overwhelming majority was non-Hispanic, White, Anglo-Saxon, and Protestant, and, relatively speaking, the population was much more economically secure.
New research by the World Federation of Advertisers (WFA) has found that global brands have made major changes or are planning to make extensive changes to their media governance practices across a wide range of areas.
Bob Liodice, the President and CEO of the ANA, once said (and I'm paraphrasing here) that client CMOs are not sufficiently in charge of the activities of their agencies. He wasn't chastising them but merely sending a word of caution that if clients expect more from their agencies, particularly in areas of transparency, they have to be more intimately involved in what they do and how they do it. By Mike Drexler
Multidisciplinary brand culture and communications firm (add)ventures announced that it has been selected as the agency of record for AOC Latin America.
ANA, ever-faithful and aggressive on behalf of its advertiser members, struck a second blow to 4As this week -- a right uppercut to the chin -- with a new ANA study of advertising production practices. The report detailed "a range of improper behavior, including allegations that some agencies have steered production contracts to their in-house production and post-production outfits by urging other companies to inflate their prices during the bidding process," as reported in WSJ. ANA's first blow -- a left to the head -- was its 2016 media transparency report, which outlined improper media owner rebates and kickbacks to media agencies. The combination 1-2 punch is sure to further undermine trust and lead to contract reviews and reductions in agency remuneration. 4As is taking it on the chin. What can they do? The fight is a mismatch. ANA has the weight advantage -- or does it? By Michael Farmer - Madison Avenue Manslaughter Archives
BOTTOM LINE: Marketer trade group the ANA has released a detailed report on fee transparency issues in the commercial production ecosystem, which is the focus of a Department of Justice probe. While the report does not detail any specific agency or holding company’s wrong-doing, the description of practices and recommendations to marketers may add to the scrutiny marketers are increasingly applying to their agency and holding company contracts. By Brian Wieser / Pivotal Research Group
Non-transparent production practices exist at multiple ad agencies and agency holding companies, according to a new study by the ANA (Association of National Advertisers).
Ad Blocking remains a hot industry issue based on its continued rise on desktop and mobile and it’s costing the online advertising industry billions of dollars annually. Kantar Millward Brown’s Duncan Southgate, in partnership with GroupM, explored who blocks ads and why, and recommends what advertisers, agencies and publishers can do to reduce ad blocking.
Influencer Marketing has become a central focus of marketing strategies and budgets for 2017. According to Bloomberg, an estimated $255 million is now spent on influencer marketing every month. With a buy in like that, what’s the ROI? EMarketer reported that advertisers earned an average of $6.85 for every $1 they spent on influencer marketing.
The agency refusal to cooperate infuriated procurement. As one exasperated executive told me in 2003, "Who the hell do they think they are, anyway? A bunch of prima donnas. I'm going to whack their fees by 10% -- maybe that will send them a message." By Michael Farmer - Madison Avenue Manslaughter
Casual lifestyle brand Panama Jack – known for its signature suncare products, eyewear, apparel, home furnishings and branded resorts – has selected Miami-based MARCA as its digital and social agency of record.
The 4A’s, the leading trade association representing the advertising agency business, released updated hourly labor billing rate information, revealing that 2016 labor billing rates in the advertising industry are generally higher than those in 2014.
While labor-based fees are the No. 1 method preferred by agencies (45%), incentive methods were the top choice among marketers (40%).
On the one-year anniversary of the Association of National Advertisers' landmark study and subsequent recommendations on media transparency, it's time to review the issues in this ongoing debate and see where we stand today. The issues raised in the transparency debate are complex and dominated the advertising industry's discourse in 2016.