Risk drives reward.  We're all familiar with the financial maxim which defines investment return as a function of risk incurred.  Can this construct also better describe how we view marketing investments?  Organizations showing increased expenditure on stock buybacks and dividends relative to growth investments (advertising/marketing and R&D) tend to be more risk averse.

Can Spanish-language radio serve as a powerful platform for the expansion of a very regional brand that seeks wider growth opportunities? Yes. Louisiana-based roaster Community Coffee is using AMs and FMs targeting Hispanic consumers to great success in Texas. In this Hispanic Radio Podcast, advertising agency head Alex López Negrete — whose resume includes Spanish-language play-by-play for an NBA franchise — shares his thoughts on why radio works for advertisers.

Given how large the millennial generation is, more and more companies these days are keen on creating a collective millennial marketing strategy.  By Danielle Ramirez

The data reflects the world people know and experience today. Patterns in that data may reveal opportunities for optimization, better steering behaviors in favor of a specific brand, but are unlikely to reveal opportunities for disruptive growth.  by Nigel Hollis

Throughout the week at Cannes I have been pondering if the International Festival of Creativity needs to rebrand. The reason? I’ve not seen that much creative. I have, however, attended numerous sessions on AI, machine learning, VR, AR and eCommerce. In one such session it was declared that technology will be the savior of creativity.  by Guest Contributor Daren Poole

The survey indicates that marketers are not always on the same page when they discuss in-housing. This may be why studies on the subject show such varying results.

From our AUDIENCExSCIENCE stage, Linda Yaccarino, Chairman, Advertising & Client Partnerships at NBCUniversal and Megan Clarken, President at Nielsen Watch, share their unique perspectives on media currency and media measurement. Most importantly: their shared emphasis on getting to reliable measurement of outcomes asap.

We are good. We are really good, at reading traffic signs. This is not a new skill. The earliest form of road signs were milestones, giving distance or direction. The Romans were known to erect stone columns throughout their entire empire, so you always knew how far you were from Rome. Sadly, our ability to read traffic or road signs quickly fades when dealing with less obvious, but equally critical, signs in our everyday environment. It has never been truer than in the advertising industry, and the critical client/agency relationships that enable great work.

The mantra fail fast, fail often, was popularized by a book of the same title which encourages readers to suspend their fear of failure and let their enthusiasm to guide them. Sadly, when it comes to marketing this advice is simply a recipe for wasted marketing spend if you do not know things are not going to plan.  by Nigel Hollis 

Approximately half (51.4 percent) of the nation’s 531 counties that were getting younger between April 2010 and July 2017 were in the Midwest, according to newly released 2017 population estimates. Out of the counties that were getting younger, the South also had a high proportion (32.4 percent) of the counties that experienced a decrease in median age — the age where half of the population is younger and the other half is older— followed by the West (14.1 percent), and the Northeast (2.1 percent).

Based on the titles of two new studies, “Stress Shopping” and “Retail Nightmares,” it’s a sad state of affairs for shoppers, in-store and online.

Generation X, aged 35-53, are busy professionals who wield great spending power. This report outlines what it takes to market to them effectively.

A paper published in WARC claims that surprise is the secret ingredient when it comes to building a brand, but how does this finding hold up in the face of testing people’s emotional response to over 30,000 ads? Not well.  by Nigel Hollis

Companies that harness creativity and data in tandem have growth rates twice as high as companies that don’t. Here’s how they do it.

The U.S. product placement marketplace is poised to top $10 billion this year, thanks largely to increasing demand for higher-value integrations between brands and programmers, including content on over-the-top streaming services that don’t accept conventional forms of advertising.