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

  • What is science?
  • In the marketing/advertising/public relations biz we know very well how science can be manipulated and packaged to forward one-sided arguments.

Global adspend will grow 4.2% to US$559bn in 2017, according to Zenith’s new Advertising Expenditure Forecasts. That’s down from 4.8% growth in 2016. However, 2016 was a ‘quadrennial year’, and benefited from extra adspend stimulated by the US elections, Summer Olympics in Rio and the football championships in Europe, making the annual comparisons tougher for 2017.

While I  agree that marketers probably could do more, I take issue with the tone of this and other industry reactions to the one-year anniversary that not much has changed. From working directly with some of the largest advertisers in the world, I can tell you that a LOT has changed.  by Maarten Albarda

The misapprehension is that closing the gap between advertising exposure and purchase occasion is a good thing. The whole ‘marketing in the moment’ trend is based on the idea that if you can reach someone during the shopping process then your advertising will stand more chance of influencing the sale. There are a couple of reasons why this idea is flawed.  by Nigel Hollis

In its latest report on global advertising market trends, MAGNA forecasts media owners’ net advertising sales to grow by +3.7% to $505 billion in 2017

Your salesforce needs help to remain objective, build trust, get the price right, and keep selling until the deal is done.  By David Levitch, Aditya Pande, and Brian Selby

HispanicAd.com in association with Adam R Jacobson are proud to announce the availability of the 2017 Hispanic Market Overview. 

Since 1999, AHAA has honored those that have made significant contributions to the U.S. Hispanic advertising and marketing industry. Expanding on this program, AHAA has established the AHAA Hall Fame, which recognizes a select group of visionaries, leaders and luminaries who have made significant contributions to the development and advancement of the Hispanic advertising and marketing field.

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

  • Not too long ago I was scolded by an acquaintance of mine because, as an advertising professional, I supposedly “contribute to climate change”.
  • The accusation was two-pronged, to wit:
  • I help companies sell wasteful products to people who don’t need and can’t afford them, therefore stacking up the landfills of the world with trash. And the oceans. And the atmosphere.
  • I contribute to the constant cacophony of contradicting, confusing, misleading and overwhelming information about the environment and the state of our planet’s fauna and flora, therefore eroding the ability of science to amalgamate public opinion and solve our looming existential threats.

The UPS study found that almost all avid U.S. online shoppers (97%), made purchases on marketplaces, up 12 points from 2016, and that 81 percent cite price as the most important factor when searching for and selecting products online. According to respondents who purchased from an international retailer (47%), 43 percent were driven by lower prices on U.S. marketplaces and 36 percent wanted unique products not found from U.S. retailers.

Rosemary Ravinal has joined Univision Communications Inc. (UCI) as Vice President of Entertainment and Consumer Public Relations. Ravinal will oversee publicity efforts for UCI's portfolio of Spanish-language entertainment, broadcast and cable networks and serve as a primary point of contact with consumer media.

Criteo S.A. together with Kantar Millward Brown, released "Trade Marketing in Transition," a study commissioned to better understand how marketers are working with retailers to draw attention to their products.

All companies sell products or services at a price, and managing price is a major responsibility of top management.  Car companies sell cars, and sticker prices are marked on side windows.  Coca-Cola sells concentrate to its bottlers, setting price per gallon to match market circumstances.  Pizza-Hut sells pizzas in restaurants, and pizza prices are marked on the menus.  Bain sells consulting studies to corporations and prices them by study length and complexity.  Agencies, though, are confused about what they sell and how to price it.  Their ignorance of pricing is ruining agency operations and destroying agency value for clients, employees and holding company owners.  The advertising industry is the only industry in the world without a concept of pricing.  By Michael Farmer / Madison Avenue Manslaughter Archives

The technology giants Google, Apple, Microsoft, Amazon and Facebook - take the Top 5 places in the 2017 BrandZTM Top 100 Most Valuable Global Brands ranking released today by WPP and Kantar Millward Brown.

Sabio Mobile announced the appointment of Andrew Polsky as Senior Vice President of East Coast Sales & Total Market Strategy.

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