Advertising is facing challenges on many fronts, especially within the two largest media, digital and television. Among the large packaged goods marketers and big brands who dominate television, we have market-share losses to smaller brands driving reduced spending for many who budget for advertising as a percentage of revenue and zero-based budgeting tactics for others.
We, consumers of media, have access to an ever growing number of platforms and providers all ready to entertain, inform and engage us. The biggest challenge seems to be not figuring out the limitations of what new technologies and creative minds can come up with, but how to make a decent living creating it all.
More than 300 of the sharpest strategists in the ad business gathered in New York last week for the 20th annual 4A’s Strategy Festival, which was themed “Data + Humanity: Planning Redefined.” Speakers — including Publicis Groupe’s Rishad Tobaccowala, Viacom’s Kodi Foster and BBDO’s David Lubars — stressed the importance of the strategy and planning disciplines at a time when the human factor threatens to get lost in the number crunch.
This is a slower growth rate compared to an exceptionally strong performance in 2016 (+5.9% excl. P&O) but the moderate slowdown remains within what had already been anticipated by MAGNA. Neutralizing cyclical drivers in 2016-17, actual growth will be +1.8% this year.
When new college graduates interview for a job at Kimberly-Clark, the discussion often veers into topics that would never show up on a typical resume. As part of the multinational consumer goods company's "Original Thinkers" marketing campaign to attract the young talented workers all companies need in order to thrive over the long-term, each candidate is encouraged to take an informal 3-minute quiz designed to probe what kind of thinker a person is. By Chris Warren
Are you the smartest person in the room? I can pretty much never say yes — but more often than not, I can tell who in the room thinks they are. Inevitably, they want everyone else to think it, too. It’s an unattractive quality in a co-worker and one that creates lots of unnecessary tension.
The report, Future Landscapes of the Orange Economy: Creative Pathways for Improving Lives in Latin America and the Caribbean, draws from the premise of five engines for global change and forecasts their impact on 10 zones of innovation in the creative and cultural industries, or the orange economy, as the IDB calls it.
reVolver Podcasts and Univision Communications Inc. (UCI) announced a strategic partnership to bring listeners and partners more exclusive Spanish-language audio content and expanded advertising opportunities.
Stingray Digital Group Inc., announced the appointment of Mariana Ferreira as Business Development Director, Latin America, reporting directly to Alejandra Olea, General Manager, Latin America of Stingray.
Project Unbound’s mission is to close the diversity gap in entertainment by raising awareness of the disparities and solutions; creating and celebrating content representative of today’s America; and developing and supporting emerging storytellers.
We Americans are obsessed with race. Turn on the news on any given day and you’re sure to be presented with the latest racial incident. Maybe a celebrity said something he or she should not have about race. Maybe the theme is the latest racial profiling incident. Regrettably, in 2016, it might be the latest African-American man shot by a police officer. By David Morse / New American Dimensions
A new display opening Sept. 12 within the museum's "American Enterprise" exhibition will explore advertising history through the lens of Tejano singer Selena Quintanilla-Perez (1971 – 1995). In the 1960s and 1970s, Latinos in advertising and Spanish-language broadcasting began advocating for the buying power of Latino consumers. This exhibition case looks at the transition the advertising industry made from mass market to targeting specific demographic groups.
On the heels of startling news of declining in-store sales earlier this year by popular brands and an overall sluggish retail environment, new research reveals that the current situation may not be as dire as it seems.
This year, US TV ad investment will expand just 0.5% to $71.65 billion, a figure down from the $72.72 billion predicted in our Q1 forecast for 2017. As a result, TV’s share of total media ad spending in the US will drop to 34.9%, and is expected to fall below 30% by 2021.