Agency

TV advertising’s state of health remains the source of heated discussion and debate. Depending on the report you read, and the evidence you choose, it could be thriving, dying, evolving, or at the tipping point. One thing is for sure, our CrossMedia data finds TV’s brand building power is not what it used to be.  by Duncan Southgate - Global Brand Director, Media / Insights Division, Kantar

Traditional responses to business disruption, such as one-off business transformation and fast-follower approaches, are outdated and won’t be enough to help companies achieve sustainable growth and weather the challenges that lie ahead, according to a new book by Accenture.

When you are responsible for a brand, it is tempting to believe that its success or failure rests entirely in your hands. Not so. Discouraging though it may be, this year’s performance is largely a done deal. But you can have a lot more influence on what happens in future, although it might be your successor that benefits.  by Nigel Hollis

Lopez Negrete Communications, one of the nation's largest independent, Hispanic owned and operated full-service agencies, has been announced as an honoree at the American Advertising Federation’s 18th Annual Mosaic Awards for work created on behalf of its long-standing client, Walmart. The campaign entitled “A Unifying Beat” launched the retailer’s Online Grocery Pick-Up service to Latino audiences during the 2018 World Cup and will be receiving the Mosaic Media Image Award for Innovation In Storytelling at the Mosaic Awards, taking place at the American Advertising Federation’s National Conference, ADMERICA, on June 6, 2019.

In a new report released by Advertiser Perceptions and MightyHive, they share the findings of a recent survey of over 200 senior brand marketers. Titled “The Data-Confident Marketer,” the study examines marketers’ views on first-party data: how they’re using it, where it lives in their organization, and how soon they expect first-party data to start producing results.

Marketing procurement has become an increasingly crucial aspect of the advertising industry. This should be unsurprising given the scale of expenditures involved: for some companies advertising is the largest single budget line-item they manage. As a benchmark of its expanding importance, registration for the ANA’s annual marketing procurement-focused Advertising Financial Management conference more than doubled between 2008 and 2018, rising from 337 to 739 people over that time.  by Brian Wieser, Global President, Business Intelligence, GroupM