At a conference in October 2016, Bob Liodice -- the CEO of the Association of National Advertisers -- posed a clear challenge to its members: “The CMO must get more involved with the activities of their suppliers” (meaning agencies and others who provide them with marketing services). With a deterioration of the relationship between advertisers and agencies, he pointed out that the CMO really needs to steer the ship. There is no room for detachment in any area, particularly media because of its rising complexity and rapid requirements in decision making.  By Mike Drexler

Politically, socially and technologically, the world is in the midst of one of the most disruptive periods in living memory—this disruption is affecting where investment in sports is coming from, how sports content is created and distributed, and changing the dynamics of relationships between rights holders, sponsors and fans.

Watching a selection of ads from YouTube, Facebook and broadcast TV has made me wonder whether advertisers credit their audience with superhuman powers of attention and observation. So much gets crammed into a video it is sometimes hard to keep up and viewers can literally suffer from what is known as an "Attentional Blink".  by Nigel Hollis

An assumption could be made that with a notable brand comes significant marketing spend that then sits within a company's indirect procurement spend. Typically, savings obtained with the support of procurement are reinvested into the company to drive revenue.

Trust in key institutions has plummeted in the US, but a new survey finds significantly more consumers say they trust advertising now than said the same three years ago.

Technology has finally advanced to the point where marketers can use real-time data in a way that is both meaningful to customers and profitable for companies.  We’ve come a long way from “People who bought this, also bought that.”  By Julien Boudet, Brian Gregg, Jason Heller, and Caroline Tufft

How long have we been saying this? You cannot blindly take a TV ad and shove it into Facebook newsfeeds or YouTube and expect it to prove effective. People consume these channels differently and respond differently to the content they see in them. Marketers have to work with people’s mindset not against it.  by Nigel Hollis

Effective marketers seek a balance between preferences in common across major segments and leveraging nuances that may increase segment relevancy and act as more direct triggers to purchase by connecting at a deeper emotional level with segments. The real question is whether homogeneous vs. targeted messages would attain the needed relevance level to cause additional prospects to purchase. Marketing to Millennials is no exception to this conundrum.

Most marketers rely on either marketing mix models or a form of attribution modeling to measure how effectively their marketing efforts are driving sales. There are pros and cons to both approaches, especially as both continue to mature, but marketing mix models take some elements into account that attribution models often do not. Matt Krepsik, global head of ROI at Nielsen, spoke with eMarketer’s Maria Minsker about making the case for marketing mix models and how brands can benefit from them.

Last month, a debate broke out online between Jeffrey Bowman of Reframe: The Brand and the Association of Hispanic Advertising Agencies (AHAA) over the relevance of total market vs. multicultural marketing.  by Jose Villa -  Founder and President, Sensis

Marketers are true believers when it comes to influencers, and many continue to spend big—investing anywhere from $5,000 to upward of $100,000 on a single campaign.

Google’s ad saga has spread beyond the U.K., as brands including AT&T, Verizon, GlaxoSmithKline, Johnson & Johnson, Enterprise Holdings Inc. and distiller Beam Suntory Inc. said they were also suspending or canceling at least some advertising with Google, reports The Wall Street Journal.

Brewing giant AB InBev has kicked off a global media planning and buying review and is inviting the six major holding companies to put together teams to pitch the assignment, the company confirmed early Wednesday.

The report provides a retrospective view of the major shifts in cross-platform consumer behavior occurring in sectors such as TV, digital media, mobile, social media, advertising, box office and e-commerce, with an eye toward what these trends mean for the year ahead.

There are two sides to every coin, and a coin can’t exist without both sides.  The same can be said for marketing: You need a great product and a great story, and you can’t succeed with only one of those elements in place.

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