From search to content consumption, purchase to advocacy, Hispanic consumers take a unique collective approach to e-commerce. The ethos of this collectivist culture greatly influences brand experience and purchasing behavior.

Influencer marketing can be an effective way to boost brand awareness and exposure, and reach highly targeted groups that will likely be interested in your brand. And that's particularly relevant among younger audiences - according to research, 70% of teens now trust influencers more than they do traditional celebrities.

Business leaders and consumers have adapted after the initial shock of the widespread lockdown that followed the outbreak of the COVID-19 pandemic. Demand patterns have started to normalize, supply chains are largely stable, and shelter-in-place orders are being lifted and replaced by physical distancing across the United States.

Ocean Spray Cranberries, Inc. unveils its first ever national Hispanic marketing campaign "Sabor Único. Bueno Para Todos™," highlighting the brand's commitment to connecting farms to families and introducing the cranberry superfruit to new audiences

As the pandemic forces consumers to spend more time online, brands must adopt a digital, data-driven approach

When the COVID-19 pandemic upended our notions of normality, it forced us to reexamine the path forward. We found new ways to interact as social distancing quickly became a necessity. Companies redesigned jobs so people could safely and productively work from home. And, almost overnight, milestones as joyous as birthdays and interactions as consequential as mental health sessions were moved to video conferencing.2 As things unfolded, a reckoning of systemic racism also came to a head, compelling businesses, institutions, and individuals to reflect on our values and what it means to be human.

In 2020, 77% of people say wellness is very or extremely important to them. Yet, consumers are still hungry for more: Hungry for more wellness—80% of people want to improve their wellness; Hungry and expecting—75% feel brands could do more for their wellness; Hungry and frustrated—only 46% feel that brands take their wellness as a priority.

Advertisers are realizing anew that where their ad appears is just as important as what the ad says.

The next phase of the data game is upon us. Winning will require a new playbook.

There’s been a great deal of media coverage in the advertising industry of a recent report from the World Federation of Advertisers (WFA) and The Observatory International. With good reason, because in many ways, it doesn’t bode well for external agencies.  By Mark Duval - The Duval Partnership

CIVIC (a Seacrest Global Group Company) announced a new cultural insights and strategy venture – CULTIQUE – a boutique offering that crafts bespoke cultural insights for forward-looking businesses.

A study on how the pandemic is affecting the world’s leading brands.

In the last few days, egta, the European Association of TV and Radio Sales Houses, published a comprehensive report into advances in hybrid television audience measurement. I don’t pretend to have read it – it runs to 104 pages and is really a source document outlining the options available – but fortunately I know a man who has assured me it is both comprehensive and useful.  By Brian Jacobs / The Cog

Slashed budgets, layoffs, mergers and acquisitions, bankruptcy, social and political turmoil –  the pandemic is adding additional pressures to the already fast-moving modern media landscape. Amongst this chaos, brands can struggle to develop advertising with appropriate tone and relevant emotional messaging for their audiences. In an environment of heightened tension, connecting with audiences through advertising that showcases creativity and emotional sensitivity may be more important now, than ever before.

At many US consumer-packaged-goods (CPG) companies business has been turned on its head. Even for companies in categories that experienced rapid growth, the past several months have been dizzying.

Pages