When Unilever CMO Keith Weed announced at June's Cannes Lions festival that the leading CPG company would no longer partner with influencers who buy followers, it was a wake-up call to the industry about the rise of fraud in the practice of influencer marketing. Defined by eMarketer as marketing that "identifies and activates individuals who can sway the brand preferences, buying decisions, and loyalty of the broader population," in practical terms the tactic also refers to how companies compensate celebrities, social media "stars," or industry experts to create content on behalf of brands and endorse products — typically paying them based on their follower count.

I am always amazed at the power of a good meme, but the idea that humans have an attention span shorter than a goldfish has had a disastrous effect on the advertising industry. Worse, it now appears that there is no real evidence to back up the original claim.  by Nigel Hollis

The latest headlines, based on the Association of National Advertisers research, notes that three out of four marketers have in-house capabilities. The same research also acknowledges that 90% of ANA members still have a relationship with an agency, proving that agencies endure as we undergo the most massive transformation the industry has ever experienced. It’s also worth pointing out that some of these respondents may work at in-house agencies-the industry should be wary of reports where respondents are rating themselves.

The landscape of advertising is constantly evolving. New technologies, Millennials, aging Baby Boomers, and shifting social climates shape and re-shape the way advertising is consumed and perceived.

Mitsubishi Motors North America, Inc. (MMNA) announced a new Hispanic marketing campaign to support the brand’s 2019 crossover utility (CUV) family.

Throughout the history of mass consumer advertising, creative teams drove the bus while the media team played a support role. The advent of programmatic digital flipped that model on its head. Today it is the media team that leads every digital marketing effort, while the creative team has been relegated to a supporting role.

For memorability and emotional connections, nothing beats a good story.

Reading Joel Trethowan’s article ‘Need, culture and experience – three sides to the brand relevance triangle’  reminded me of the lengthy discussions predating the launch of BrandDynamics. The old BrandDynamics pyramid is long gone, and maybe the word “relevance” should be as well.  by Nigel Hollis

What exactly separates people from machines?  Two things, actually: creativity and empathy.  No matter what gets developed in AI, these are the two elements that can keep the agency services business alive, and keep marketers busy for years to come.

While many people understand that advertising is a necessary burden that comes with viewing free content, the current state of digital advertising is still annoying a lot of folks, according to several studies.

In the latest episode of "Behind the Numbers," eMarketer's Oscar Orozco and Corey McNair discuss how consumers engage with content while multitasking.

America’s multicultural audiences are on the leading edge of the tech adoption curve. From 2013 to 2018, Asian, Latino, and black audiences have been ahead of the streaming curve. The average TV viewer spends 43% of time with live TV, 35% with streamed content. Latinx, blacks, and Asians split their time almost evenly, with about four in every 10 hours spent on live, another four in 10 on streaming, and the rest on vod, dvr, or dvds.  By Adriana Waterston- Senior Vice President of Insights and Strategy at Horowitz Research

The latest Getting Media Right finds that marketers globally continue to struggle to assess their marketing performance due to disconnects in strategies for reaching consumers. So why are integrated media campaigns so challenging?  by Aaron Peterson - Director, Marketing & Insights / Insights Division at Kantar

The number of marketers with in-house agencies has grown substantially over the past five years among members of the ANA (Association of National Advertisers), according to a new ANA study.

The Federal Bureau of Investigations has contacted the Association of National Advertisers (ANA) legal counsel regarding an investigation into the media buying practices in our Industry.  The ANA has sent the following letter to its members.

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