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  • More Human than Human: Brand Characters and Mascots

     Ask the Expert Answers   February 1, 2023  

    How effective are brand characters and mascots in ads?

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  • Retail Media Networks: A Forced Marriage or Perfect Partnership?

     Industry Insights   January 31, 2023  

    Love them or just live with them, there is no debate that retail media networks (RMNs) have had a spectacular rise to prominence. In a relatively short period of time, they have established themselves as the must-have marketing platform for retailers and the must-buy media platform for brands.

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  • 7 Tips for Communicating Brand Purpose

     Industry Insights   January 30, 2023  

    In a previous installment of Industry Insights, I shared some tips for defining a company’s brand purpose that guests on the Beyond Profit podcast have offered. While that process can be mysterious and daunting, so too can be the process of conveying to the wider world one’s purpose and one’s efforts toward its fulfillment. Fortunately, Beyond Profit has insights to impart on this matter as well, and seven tips offered by guests of the podcast follow below.

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  • Ignoring the Silver Economy is Getting Costly for Marketers

     Podcast POVs   January 30, 2023  

    Champions of Growth podcast host Matthew Schwartz explains why advertisers who ignore the silver economy do so at their own peril, leaving both revenue and growth potential on the table.

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  • Best Practices for Portraying People with Disabilities in Advertising

     Ask the Expert Answers   January 24, 2023  

    How are brands depicting and including individuals with disabilities in their communications?

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  • 9 Tips for Defining Brand Purpose

     Industry Insights   January 23, 2023  

    Brand purpose has become increasingly critical to how a company differentiates itself, appeals to consumers, and, perhaps most importantly of all, attains a goal loftier than simply making a profit. However, the process of defining a given organization’s unique purpose can be baffling for those undertaking it.

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  • The Metaverse Doesn’t Exist…Yet

     Podcast POVs   January 20, 2023  

    Marketing Futures podcast host Mike Berberich explains why the metaverse doesn’t exist yet and provides advice for marketers still grappling with the metaverse concept.

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  • It’s Time to Clean Up Purpose Washing

     Podcast POVs   January 20, 2023  

    Beyond Profit podcast host Ken Beaulieu offers tips for marketers on how to avoid getting pulled into the purpose-washing trap.

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  • Looking Back at 2022: Trends, News, and Future Thinking — And How They Will Impact 2023

     Knowledge Partners   January 19, 2023  

    It’s now time to review the many profound changes that impacted advertising, how we produce it and how it’s impacting the way brands and agencies come together and collaborate to create outstanding work. Our regular industry updates are meant to summarize, synthesize, organize vast amounts of information.

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  • Diversity in Ad Creative: Gender, Age, Race, and Ethnicity Benchmarks

     Webinars   January 19, 2023  

    In this webinar, learn about trends in the complexion of advertising (gender, age, race, ethnicity), trends in audio (gender of who we hear), and accessibility progress (captioning, video description).

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  • 6 Award-Winning Campaigns Promoting Gender Equality

     Industry Insights   January 18, 2023  

    Ads that connect people to each other, and themselves, set an example and standard for all brands to show an array of how different people live. Creating and fostering inclusivity, instead of showing sameness, is a brand strategy that isn’t just about business, but human progress.

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  • Operationalizing Marketing Innovation

     Event Recaps   January 18, 2023  

    Brendon Derr of Onward Imagine and Jennifer Krempa of LeapPoint offered some high-level advice to marketing operations professionals for how they can use their expertise to help drive innovation for their organizations.

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  • ChatGPT: Effects on Search and Usefulness for Marketers

     Pulse   January 18, 2023  

    If your team has been looking for a way to use AI more to support creative strategy, ChatGPT may actually be helpful for you. While it may seem counterintuitive to have an AI chatbot enhance creativity, the technology can help gather data, research, use the dialogue to plan campaigns and meetings, headlines, key words, copy, and images.

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  • Technology Is Transforming Advertising: CES Just Showed Us How

     Industry Insights   January 18, 2023  

    Welcome to the future. The Consumer Electronics Show (CES) is this year’s most influential electronics and technology event. This event brought in over 100,000 attendees and 3,200 exhibitors, representing over 174 different countries.

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  • The Award-Winning Campaigns Highlighting Sustainable Practices

     Industry Insights   January 17, 2023  

    The 2022 Multicultural Excellence Awards showcase and highlight campaigns that do just this. Below are some award-winning campaigns that shine a light on sustainability practices.

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  • Three Things Healthcare Agencies Need to Understand About Digital Advertising

     Knowledge Partners   January 17, 2023  

    The digital advertising landscape continues to evolve at a rapid pace, and a holistic approach to executing campaigns is a must. DeepIntent’s Chief Strategy Officer Jennifer Werther shares three tips marketers at healthcare agencies can keep in mind for the future.

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  • 4 Award-Winning Campaigns That Spoke to People with Disabilities

     Industry Insights   January 13, 2023  

    Ads that connect people to each other, and themselves, set an example and standard for all brands to show an array of how different people live. Creating and fostering inclusivity, instead of showing sameness, is a brand strategy that isn’t just about business, but human progress.

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  • Ponysaurus Brewing: Fund for the Fabulous

     Event Recaps   January 12, 2023  

    When the North Carolina Lt. Governor went on "an all-out assault" on the LGBTQ+ community, Ponysaurus Brewing Company and Baldwin& quickly worked with LGBTQ+ charities and influencers to create social posts, videos, and a website to launch the Lt. Governor's "Fund for the Fabulous."

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  • 3 Award-Winning LGBTQ+ Campaigns

     Industry Insights   January 12, 2023  

    The best ads are ones where people feel included, represented, and part of a larger community. For the LGBTQ+ community, who haven’t been historically included (and have faced discrimination), feeling seen in mainstream media is huge.

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  • Pivoting for Growth: As Uncertainty Looms, Brands Find Footing in Personalization

     Knowledge Partners   January 12, 2023  

    To find a footing in this multi-generational, multicultural, and multi-socioeconomic world, brands must be prepared to change course in driving engagement, participation, and, ultimately, sales.

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