My colleague Daren Poole pointed me to a study by the Financial Times (FT) and the Institute of Practitioners in Advertising (IPA) designed to understand why the balance of marketing spend has shifted from brand-building to performance campaigns. It suggests that poor knowledge of how brands create value over the short and long-term may be at fault.  by Nigel Hollis

Fragile global economy shows mild fractures. Concerns have risen around the health of the global economy since we published the mid-year update to our global advertising forecasts at the beginning of June.

In an era of media overload and ad-blocking, brands are increasingly enlisting celebrities to do their messaging legwork for them via social media. And they’re not just asking celebs to be spokespeople. They’re looking for ambassadors that can reach audiences in ways that are authentic to their own personal brands, rather than those that are affiliated with the products and services they’re paid to represent.

Earn your ethics in advertising certificate - register now! On Oct. 10, the AAF will present a FREE 90-minute webinar that will provide insight into the importance of creating ethical advertising in a competitive business environment. From consumer privacy rights and creating cultural value systems to affirmative disclosures and the regulations behind truth and transparency, this course covers a variety of information geared to educate participants on how to best conduct business justly. #FreeAdEthicsDay webinar will be presented at three different times: 12:30 p.m. ET, 3 p.m. ET and 6:30 p.m. ET.

The foundational strategic thinking behind media planning is simple: What percentage of a target audience does a brand need to reach and how many times does it need to reach that percentage in order to accomplish its business objectives? Unfortunately, this basic thinking has been lost in the dense fog of programmatic innovation, hidden behind the very tools designed to bring this thinking to life.

Get smart on the ways the Internet of Things is affecting the industry today, and explore ways the technology may influence marketing in the future.

It’s time we speak frankly about a very personal matter: your privacy on the internet.  By Jordan Mitchell - Senior Vice President, Membership and Operations / IAB Tech Lab

According to the official U.S. Census Bureau’s projections, next year, 2020, will be the year when the majority of our country’s population of 17-years-olds and under will come from a minority background, most of them from a Latino, African-American or Asian-American ethnicity.  By Isaac Mizrahi - Co-President of ALMA

Chief marketing officers have arguably the toughest job in the C-suite. They need to stay abreast of consumer trends and evolving expectations, advances in technology, and the latest innovations — all while being the voice of the customer to ensure experience is the organization's top priority.  It can be hard to keep up.

Driven by gains in education and greater access to financial resources, the estimated buying power of US Hispanics is poised for growth. But Hispanic consumers and their shopping habits are often misunderstood or overlooked by marketers.  US Hispanics are digitally driven shoppers. We forecast that 68.6% of US Hispanics ages 14 and older will make at least one digital purchase in 2019—just slightly lower than the figure for the total population, 71.5%.

The U.S. Multicultural Media Forecast 2019 is a new study conducted by PQ Media on behalf of ANA's Alliance for Inclusive and Multicultural Marketing (AIMM) that identifies a clear opportunity for more marketers to engage multicultural consumers to drive business growth. The following provides ten interesting insights from the study.  By Bill Duggan

Chief marketing officer is not considered one of America's most precarious jobs, but perhaps it should be.  A recent study from the executive search firm Spencer Stuart found that while the average tenure of CMOs in 2018 was 43 months, the median tenure was only 27.5 months in 2018, down from 31 months in 2017, The Wall Street Journal reports.

Forty percent of women do not identify "at all" with the women they see in advertising.

With all of the attention paid to online beauty influencers, beauty brands may be missing out on a key target: mothers.

As I sat patiently through another irrelevant YouTube ad recently, I reflected on why so many ads fail to grab my attention or create a lasting impression. But in a world where marketers can create content for a few thousand dollars and ‘noise’ supersedes quality, why should they exercise caution? Everyone else is doing it so why shouldn’t they?  by Hannah Nicholl

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