You’ve done the segmentation studies. You’ve parsed the data. You’ve sliced and diced every bit of learning you could get about your target consumer. (Maybe you even came up with a catchy name for your cohort, like “Determined Doers” or “Moms on a Mission.”) Now you’ve got a perfect picture of one very speci c type of individual.  You understand their attitudes, their beliefs and their path to purchase. And you’re counting on these assumptions to inform every part of your digital marketing, from creative development and media placement to analytics and optimization.  There’s just one problem.

A growing share of the marketing budget is managed according to the principles of targeted-performance marketing: personalized messages, direct impact measurement at the level of individual users, near-time optimization, and partial automation. This is especially true for digital marketing activities that drive conversion and purchase.

With culture in a state of volatility, uncertainty, and change – multicultural insights are more imperative than ever.  An in-depth discussion with Alma and Urias Communications, gold and silver winners of the 2020 CMC Culture Account Planning Excelencia (CAPE) Awards. This webinar took an in-depth look at the art of planning and the cultural insights behind these award-winning campaigns.

The campaign, called “A New Frontier in Beer,” features the brand’s flagship craft brew, Sea Señor Mexican Lager, and launches with :30-second ad spots in both English and Spanish.

The MIT Task Force on the Work of the Future, a multi-disciplinary initiative examining how emerging technologies are changing the nature of work, is launching a series of subject-specific research briefs by MIT faculty that will help frame national discussion and policies regarding work, technology, and how we can create greater shared prosperity in the country.

Two important narratives have been necessarily conflated as the novel coronavirus (COVID-19) has made its way around the world this year: the devastating impact of the deadly disease on the lives of millions and their loved ones and the almost immediate effect on the global economy.

Views on how far the country has come on gender equality differ widely by gender and by partyA hundred years after the 19th Amendment was ratified, about half of Americans say granting women the right to vote has been the most important milestone in advancing the position of women in the country. Still, a majority of U.S. adults say the country hasn’t gone far enough when it comes to giving women equal rights with men, even as a large share thinks there has been progress in the last decade, according to a new Pew Research Center survey.

In part II of my “Women in the Workplace” series, I had an opportunity to talk to incredible women leaders about their views about women in the workplace and what it takes to build a true sisterhood among female colleagues.  By Roxana Lissa

GroupM announced the launch of The GroupM Multicultural Marketplace in the U.S. This marketplace is currently live with 300 publishers, representing a comprehensive—and growing—list of Black and Hispanic owned and/or focused publishers that create, curate and distribute content specifically for these audiences.

Failure is one of the most important sources of success – especially in times of Covid-19 – but only when companies allow their employees to experiment and adapt to changing customer needs. And fast feedback is necessary if companies are going to allow their employees the leeway to fail fast.  by Manfred Maier - Global Platform Solutions Lead Customer Experience at Kantar

Real change needs empathy, not sympathy. It takes life experience, not advertising expertise. And it requires rising leaders to re-imagine the 'fit it in or get out' industry we've inherited.  By William Esparza -  CEO of hyphenated

Many times when people hear the word "AI," they think of a Terminator-esque dystopia where people are becoming disconnected from themselves, where technology is replacing human connection and personability.

During these times of uncertainty, endless changes and news being generated and affecting us by the second, I am happy to read articles and publications where big brands announce new plans and optimization measures aimed at their advertising and digital marketing budgets.  By Ana López - Prisa Brand Solutions Americas Marketing Director and Multicultural Marketing and Digital Communications Consultant.

You've heard it before and you’ll hear it again. Millennials have been a hot topic for years now, but why? In this episode, we look into the minds of Millennials as the first of them turn 40.  Learn what truly makes this generation different from the rest.

The Axis Agency announced that its leadership team, Armando Azarloza, CEO, and Carmen Lawrence, COO, has acquired ownership of the brand from its parent company, Interpublic Group (IPG).

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