Originally posted on PRWeek.com.
Marketing and communications veterans Marian Salzman and Peter Land take sides on whether Pepsi’s ill-considered ad starring reality-show star Kendall Jenner spells doom for in-house agencies. Continue Reading →
Girl-Powered: Elizabeth Banks’ Comedy Site Is Open for Business and Brands
(Ad Age, 04.04.16 )
Star’s female-driven content platform WhoHaha.com debuts as women’s issues reach critical point in marketing, advertising, entertainment and tech.
Kellogg’s Pushes Cereal for Breakfast in Masterbrand Campaign
(AdNews, 24.03.16 )
Kellogg has launched a new digitally led masterbrand campaign, as it looks to push consumers to re-evaluate cereal for breakfast.
In today’s world, citizens are plagued by the all-too-constant soundtrack of terrorism worries, mass shootings, and race and gender relations. This “age of the fearful consumer” has created a paradox, according to a new U.S. study (fielded by my parent company, Havas Worldwide): While people are looking to businesses to help solve society’s problems, they’re also fretting over the fact that corporations have more power than some countries.
Top Sensory Marketing Trends for 2016
(Marketing Week, 18.01.16)
Marketers will need to think beyond just visual and audio advertising to get the attention of consumers, according to experts.
“Your brand is a combination of a customer’s experiences with your business at every touchpoint.” —Elaine Fogel
What Marissa Mayer Can Learn from Mary Barra About Crisis Management
Women leaders score higher on their abilities to inspire action and change direction, according to McKinsey. Companies lead by women score higher on important organization priorities like motivation, accountability, coordination, control, work environment, and values. During times of uncertainty, these soft leadership skills are vital for turning a business around. Further, a significant leadership change can demonstrate a change in direction, and that itself can reassure analysts and investors and inspire employees.
Embrace Mobile Recruiting and Attract More Candidates
As technology continues to improve, people are increasingly seeking to take it on the go. And why wouldn’t they? Smart phones and other mobile devices have become so handy that many people don’t leave home without them. The evidence is clear that Americans love their mobile devices. In 2016, American smart phone users will reach 198.5 million. From these smart phones, they shop, communicate, watch videos, and search for jobs. If your business has yet to embrace mobile recruiting, you could be behind the curve.
How SMEs Can Build Their Brand by Being Good Employers
Brand-building is essential for companies that wish to charge a premium for their products. However, spending lavishly on advertising is typically not an option for many small and medium-sized enterprises. So how do those firms get around that problem?
9 Tips from Unilever on Building Your Employer Brand
(Human Resources Online, 07.03.15)
“You can’t get married unless somebody wants to marry you. So is the case for your company – why would anyone be attracted to work for your company? How do you differentiate your proposition to attract them?”
“Satisfied employees mean satisfied customers, which leads to profitability.” —Anne Mulcahy
More Marketers Tasked with Improving Corporate Culture
(Ad Age, 13.01.16)
As chief marketing officer of the NFL, Dawn Hudson’s primary job is to sell the league to fans via ad campaigns and other marketing. But as the NFL faced an image crisis last year in the wake of player domestic violence controversies, Commissioner Roger Goodell tasked Ms. Hudson with an extra job: Help define the league’s internal values.
Successful Corporate Branding with This Brand Strategy Guide
For a new brand in the market, it is essential to learn how to build brand awareness for your product. For people to buy your products, they must know it exist and how it works. Several ways exist to help people recognize and know your brand. Advertising takes many shapes and is available over many platforms. For example, you can advertise in stores, on signs, at events and online. Getting great web designers to design your website is the first thing you should get. Take the time to ask and answer these questions to yourself in order to get the most out of your brand, stick with the same image, colors, and fonts over all platforms. Here are seven ways on how to build brand awareness.
HR Must Learn from Marketing How to Embrace Change
(Branding in Asia, 04.01.16)
HR can learn a lot from marketing’s tactics, and the two functions can’t afford to work in silos any longer.
Manage Risk Before It Manages You
The past decade has provided numerous examples of reputation harm impairing the long-term value of companies, but where in the past the investment community may have viewed reputation damage as a temporary issue, increasingly analysts and investors are looking at how companies manage their reputation when determining how they will value its stock.
“Human resources isn’t a thing we do. It’s the thing that runs our business.” —Steve Wynn
Equinox Fitness Launches Lifestyle Brand
Equinox, the upscale fitness brand, is launching an online magazine. “Furthermore” debuts Jan. 20 and focuses on reframing and redirecting the fitness and luxury style content category. The publication will include advertising and is geared toward the upscale, fitness-focused demographic in a high-end wellness environment.
Smart hotels are rethinking the most profitable ways to make the most of their spaces, and it is no longer just about heads in beds. Mobile apps and on-demand services are just one piece of this pie, but they are an important piece.
Mobile App Marketing: What to Expect in 2016
Before you take the first sip from your morning coffee cup, chances are that you have already opened 2-3 mobile applications. And who knows, you could be having coffee while reading news on an app or may be this article. In one of our previous articles on shopping micro-moments, we discussed how mobile has taken up the room where all doors open into. It is at the center of all our daily activities.
Shopping Micro-Moments Statistics—Nurturing Your Mobile Customers the Right Way
(Targeting Mantra, 15.12.15)
How would you describe your relationship with your mobile? What role does it play in your life? People posed with this question gave out varied replies like “it is attached to my hip”, “an affordable butler”, “literally my lifeline”. Smartphones, these days, are like little genies!
“I am rarely sure of anything in marketing, but on this one I am absolutely convinced. The only way to prosper … and negotiate the massive changes that the digital era has ushered in … is, paradoxically, to approach your 2016 marketing strategy with absolutely no reference to the D word at all.” —Mark Ritson
Is 2015 the Best Year yet for Hispanic Digital Marketing?
With the holidays around the corner and 2015 coming to a close, I took some time to reflect back on what’s happened in Hispanic digital marketing. I must say, it was quite a year.
You Stink! The Real Power of Online Reviews
We care what people think. We care about the opinions of our fellow consumers, about their past experiences with the appliances that could possibly fill our homes, the apparel that could clothe our bodies, the products our children might play with, the food that may fill our stomachs and the services we could experience. The fact that we trust the opinions and experiences of our fellow consumers points to the power of the online review. Online reviews provide us with the vital information we need to make an educated purchasing decision.
What Advertisers Are Getting Wrong About Programmatic
TubeMogul’s Phil Cowlishaw talks automation.
Where Online Communities Are Failing
(Marketing Week, 10.06.15)
Brands in fast-moving industries are experiencing a shortfall between what they want to achieve through co-creation and the research industry’s ability to keep pace with those needs, according to Samsung’s European insight director Richard Bates.
“Clarity on how to think without clarity on how to act can leave people unmoved.” —Daniel Pink
Pharma Marketers: Don’t Ignore Men
(Medical Marketing & Media, 05.11.15)
As direct-to-consumer pharmaceutical advertising spend continues to increase (to $4.5 billion in 2014, according to MM&M), the billion-dollar question remains: Are pharmaceutical marketers effectively engaging the right audience?
The Growing Connected Health and Smart Home Industries
The smart home is an emerging, high-growth market attracting many players, both old and new. With aggressive marketing and word-of-mouth campaigns, smart home products and services are gaining awareness and adoption among consumers. Many purchase one smart device at a time to solve an individual problem, while others purchase through a service provider that offers a bundle of products and services. Currently, about 10% of U.S. broadband households now have some smart home product, service or both.
This Is Your Office, if Ex-Goldman Twins Have Their Way
(Bloomberg Business, 23.10.15)
Last October a New York startup called Delos, run by twin brothers who were once partners at Goldman Sachs, published what may be the most marketable proposition in real estate short of a front lawn overlooking the Fountain of Youth.
With Its Eye on Consumers, Health Care Attempts a Shift from Volume to Value
(Ad Exchanger, 20.10.15)
I used to hear that health care was behind other industries when it comes to digital technology adoption and delivering immersive consumer experiences. It may be behind CPG, retail, finance and travel, but it is by no means slower. The industry is evolving quickly, largely because it is finally putting the consumer at the center of its ecosystem, as opposed to the health system, provider, channel or technology. The moment the consumer becomes the center of an industry ecosystem, the opportunities and the challenges become fairly consistent and industry agnostic.
“We should not look back unless it is to derive useful lessons from past errors, and for the purpose of profiting by dearly bought experience.” —George Washington