Are you thinking of promoting in Spanish but feel daunted by the complexities? irect-to-consumer promotions in Spanish present challenges to the U.S. marketer -- scarcity of quality Spanish copywriters (as opposed to translators), misconceptions about Spanish "dialects," misinformation about the market, conflicting evidence about assimilation and preferred language, and so on. By Daniel A. González
The GenForward Survey is the first of its kind—a nationally representative survey of over 1,750 young adults ages 18-34 conducted bimonthly that pays special attention to how race and ethnicity influence how young adults or Millennials experience and think about the world.
The issues raised in the subsequent transparency debate are complex, and if the allegations against the agencies are true, the behavior is reminiscent of past high-profile financial scandals. By Bob Liodice and Doug Wood
Recent Valassis research indicates a continued desire to save, with 90 percent of U.S. shoppers reporting they use coupons, obtaining them from a variety of online and offline sources.
In a recent interview with Advertiser Perceptions, an organization that provides data-driven intelligence to marketers, I was asked, "Will the full-service agency model survive?" As part of their survey, I was shown the results of how advertisers had thus far answered the question. It was pretty close between those that said yes (42%) and those that said no (32%). Twenty-six percent were not sure.
Last week saw an interesting piece by Mindshare's Global CEO Nick Emery published in Campaign and widely circulated on social media. It generated much praise from beyond GroupM and WPP. Andrew Stephens from the independent agency Goodstuff along with your humble correspondent were amongst many tweeting their appreciation of an insightful look at the many challenges facing media agencies and the need for new operating models. Here are two key thoughts behind Nick's piece.
Go-to-market is a business-critical, highly complex and carefully sequenced process for global brands today. With companies spending some $1.5 trillion annually to promote their products, effectively managing the marketing supply chain ecosystem has become essential to brand performance and market success.
In 2012 a leading retailer began looking for a new chief marketing officer. The job description made the opening sound exciting: The new CMO would play a big, important role, leading the company’s efforts to boost revenues and profits. It seemed like the kind of opportunity any would-be CMO might desire. By Kimberly A. Whitler and Neil Morgan
Most people know that a can of Pepsi or Coke sitting on a kitchen table in a movie or TV show is product placement, an oh-so-subtle advertisement without words or action. The item is there to be noticed, even unconsciously, which may lead to a purchase or trip to the refrigerator. Until recent years, these indirect advertisements have been fairly simple. The practice dates back to the 1930's.
A couple of weeks ago Mark Rabkin, VP, Core Ads at Facebook, posted ‘New Medium, New Rules: video in the mobile age’. It is a good summary of the challenges facing advertisers when it comes to engaging people in the mobile age and supports what Kantar Millward Brown has been saying for years: mobile is not a tiny TV. by Nigel Hollis
Well, not entirely free. Let me explain. Recently, I had lunch with a procurement manager from a technology company that we’re pitching, and she gave me some insights from the other side on what it feels like to work with an agency.
America is in the midst of seismic changes. Unprecedented demographic shifts. Rising educational attainment. Migration of young talent to urban centers. A technology revolution reshaping our economy and empowering consumers in ways previously unimaginable. What does this mean for the face of tomorrow’s consumer market? Are we witnessing the emergence of a new mass market?
Marketing leaders and agencies are finding it increasingly difficult to keep pace with growing demands to localize and adapt their creative strategies. Facing a widening range of digital and physical channels that each require rapid adaptation in order to remain relevant to individual geographic, cultural and customer audiences, too many organizations are failing to take the necessary steps to improve their capacity and agility, according to a new study by the CMO Council.