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  • Now That June Is Over, Your Brand’s Commitment to Pride Really Begins

    Industry Insights   July 1, 2022  

    Being an outspoken ally to the LGBTQ+ community during the month of June is easy. Since so many brands do it now, the act has lost almost all meaning. That’s not to say that brands should no longer offer their support during PRIDE month. Of course, they should. But doing so is now the barest of bare minimums. And in the world we’re living in today — where the rights of many are under assault — doing the bare minimum is no longer enough to consider your brand a true ally. Not that it ever should have been in the first place.

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  • VP of Brand Engagement at Denny’s on TikTok-Inspired Menu

    Industry Insights   July 1, 2022  

    COVID-19 caused a significant category-wide decline in in-store traffic, with consumers spending more time engaging with a brand’s digital presence, ordering delivery, and spending more time on social in general - with TikTok playing a starring role. We needed to generate #FOMO for the brand to drive traffic back in-store once COVID-19 receded. To do so, we worked with 24 up-and-coming TikTok stars to act as hype machines to welcome the world back to Denny’s, co-collaborating on unique menu items and social/digital content to drive urgency among their social communities and re-ignite crave for our food.

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  • How Data Stole the Show at Cannes Lions 2022

    Industry Insights   July 1, 2022  

    Fresh off a week at the 2022 Cannes Lions International Festival of Creativity, I, like many other attendees, have come home reinvigorated (and albeit jet-lagged) about how data will play a vital role in the future of advertising. Between hosting marketers at our designated spot on MediaLink Beach, my team was also able to attend awards presentations, panel discussions, dinner meetings and soirees with seemingly endless carafes of rosé.

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  • Attention Metrics Are More Important Than Ever

    Industry Insights   June 30, 2022  

    ANA just ran a virtual conference dedicated to attention metrics. I learned so much — and want to share that learning.

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  • Ageism in Marketing Is a Problem — Let’s Fix It

    Industry Insights   June 30, 2022  

    Ageism in marketing has been a problem for a long time. Really think about it. When was the last time you really saw older people in ads (that weren’t specifically geared toward aging)? You know, ads where older people are portrayed as themselves, living their lives, joyously?

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  • Web3 and the Future of Marketing

    Industry Insights   June 28, 2022  

    Over the last several years, data privacy concerns have grown in both awareness and magnitude. Marketers and consumers alike have had to ask difficult questions and consider the implications of how data is shared, sold, and used across companies and platforms in a rapidly evolving digital ecosystem.

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  • Agile Creative Is a Brand Imperative — And the Key to Better ROI

    Industry Insights   June 27, 2022  

    Performance marketing is misunderstood. In the marketing family, it is often regarded as the transactional, cold, and bottom-line focused cousin to the beautiful and inspiring storytelling of brand marketing. But that mental model is out of date. The truth is that done right, agile data-driven creative and inspiring brand creative are two versions of the same thing, and when they work together, they can be a brand’s superpower.

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  • How to Recruit and Retain Diverse Marketing Talent

    Industry Insights   June 23, 2022  

    Amid rapidly changing demographics in the U.S. and the mainstreaming of diversity equity and inclusion is a growing responsibility on marketers to broaden their horizons to have the kind of workforce that will more accurately reflect what the country looks like now and will look like in the years ahead.

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  • Restaurant Marketing Strategies for 2022

    Pulse   June 23, 2022  

    Restaurants suffered greatly at the hands of Covid, when only take-out could feasibly be an offering. Add staff shortages, supply chain issues, rising inflation, and gas prices to that blow, and one can see that restaurants have not had an easy time regaining their footing. With the pandemic mostly behind us, consumers’ pent-up desire for dining out has increased, and despite the other setbacks the industry is facing, restaurants are seeing a resurgence, as QSR magazine recently reported. The struggle is not over yet, however, and an agile approach to marketing a restaurant brand is key; the resources here look at some strategies restaurants can take to help their recovery.

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  • 6 Marketing Leaders on How to Better Understand Your Consumer

    Industry Insights   June 21, 2022  

    Being "consumer-obsessed" isn't a new idea for marketers. We are living in an age where data is used to refine targeting, and marketers target products and services to different demographics by tailoring messages (and how those messages are received). However, to do this successfully, consumer demographics need to be understood beyond shallow and superficial narratives.

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  • 4 Marketing Leaders on Hiring and Retaining Talent

    Industry Insights   June 21, 2022  

    In a complicated and ever-changing time for marketers, retaining and hiring talent can be difficult. Meeting the cultural and technological needs of consumers can feel overwhelming, but it doesn’t have to be. Leading with empathy and agility can help set a team up to be able to have the confidence to test and learn — and learn from insights.

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  • Luxury in Marketing: The New Approach

    Industry Insights   June 16, 2022  

    Another day, another high-end luxury brand getting into outdoor performance gear. This time, it’s Loewe’s turn, the oldest design house under LVMH. While a few years ago high-end luxury and outdoor equipment wouldn’t have been caught dead in the same sentence, it seems like today, many luxury brands are more focused on performance wear than savoir faire. This begs the question: What’s happening with the state of luxury today? Enter luxury’s new era: agency.

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  • Reach Out: Combining Paid and Organic Social Strategies for Success

    Pulse   June 16, 2022  

    As audiences on major social sites continue to grow, opportunities (as with any other media type) for monetization grow as well. This is especially true for sites like Facebook and Instagram, where advertisers, according to Axios, are paying more for ads, and, as analysis from Ignite Social found, organic reach keeps dropping. In 2022 no brand can eschew social media marketing, but some brands can’t afford to go all-in on paid strategies, and an organic approach leaves little visibility. The solution?

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  • What Advertisers Need to Know About the AVOD Revolution

    Industry Insights   June 15, 2022  

    News of Netflix’s Q1 and expected Q2 subscriber loss reverberated through the media world last month, prompting a flurry of speculation as to what this reversal of fortune forebodes for the rest of the TV landscape. Among the many implications discussed, one point of consensus quickly emerged: Subscription fatigue is real — and the fallout is ushering in a transition of power from subscription video-on-demand (SVOD) to advertising-based video-on-demand (AVOD) models.

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  • Why Brands Must Respond to Shifts in Consumer Behavior

    Industry Insights   June 14, 2022  

    In today’s economy, the inflation rate is constantly rising in response to rapid market fluctuations, and it’s causing large shifts in consumer behavior — especially in recent months as the cost of living has risen. Inflation has already impacted consumer behavior in ways such as holding off on large purchases, making switches to alternative (less expensive) brands, spending less on dining out, and spending more frequently before prices increase.

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  • How To Build Your In-House Agency for True Success

    Industry Insights   June 14, 2022  

    With the promise of higher Marketing Return On Investment, MROI, the shift of work from external agencies to the in-house agency model continues to increase. It’s an easy model to justify — if the in-house delivers.

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  • When It Comes to Privacy, It’s Time to See the Forest for the Trees

    Industry Insights   June 14, 2022  

    Are we watching the forest and not noticing the trees? The bipartisan American Data Privacy and Protection Act Discussion Draft has so much in it that most everyone is trying to grasp the issues, with most of the discussion on preemption and a private right of action. But, in doing that, are we failing to focus on one other?

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  • Why Advertising Talent is Resigning and How Agencies Can Buck the Trend

    Industry Insights   June 13, 2022  

    WorkReduce, which helps connect advertising talent with open roles, has heard this often over the past year. Many agencies and holding companies have seen staff leaving in droves and many have been unable to keep up with talent demands to sustain business growth.

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  • The Importance of Perspective in TV Advertising

    Industry Insights   June 9, 2022  

    It’s not easy to be a brand marketer in 2022. The speed of evolution and change in the media industry has created an environment where marketers are constantly forced to learn new processes, understand new technologies, and try new approaches.

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  • Zero Party Data: It's Not About Data Points, It's About Context

    Industry Insights   June 9, 2022  

    A critical element of leveraging zero-party data is understanding and interacting with your audiences so that you can serve them what they want when they want it. Savvy publishing and media brands caught on to this long ago and have implemented strategies to deeply understand their audiences and utilize them for monetization strategies.

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