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.

 

I find my Mum’s idea of a salad totally uninspiring. Sorry Mum! But then, she is working with whatever Waitrose and their growers can most easily supply. For instance, the average supermarket tomato is designed to travel well and look good but, as a result, it does not taste of much. A similar affliction applies to a lot of marketing today: it is efficient but not necessarily effective.  by Nigel Hollis

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.

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.

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.

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.

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

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.

A new white paper released by five leading advertising standards organizations highlights the importance for brand safety of adopting effective identification measures across the digital advertising supply chain. Released by the Brand Safety Institute (BSI) in coordination with Ad-ID®, EIDR, Trustworthy Accountability Group (TAG), and IAB Tech Lab, "Identification: It's as Easy as ABC" outlines the full scope of existing and planned identifiers for advertising assets, businesses, and consumers.

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.

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.

HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2019 Hispanic Market Thought Leaders (previously Hispanic CMO) for our readers.  Curated by Gilbert Davila, President/CEO, Dávila Multicultural Insights and Chairman of the Association of National Advertisers Multicultural Conference and Alliance for Inclusive and Multicultural Marketing (AIMM).

HispanicAd.com in association with Adam R Jacobson are proud to announce the availability of the 2019 Hispanic Market Overview. 

The Culture Marketing Council: The Voice of Hispanic Marketing (CMC) announced its 2019 Hispanic Market Guide, the most comprehensive resource on the U.S. Hispanic market, is now available to download.

Languages are constantly evolving to suit the needs of its users, this can clearly be seen when looking at the Hispanic/Latino population living in the United States. This segment of the population has blended their language, cultural heritage, and the experience of being Latino in the U.S. with American culture in order to navigate and simplify their day-to-day lives. As a result, trends such as Spanglish and code-switching have become a natural way of communicating for U.S. Hispanic consumers. We will discuss what each of these trends are, as well as the implications that they have for advertising to Hispanic consumers.  By Isaac Levine  - Hispanic Marketing - Florida State University

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