Ad resonance is more than just another marketing metric; it’s a vital driver of crucial outcomes. An Advertising Week New York 2024 panel featuring experts from MarketCast, the Nissan Motor Company, Priceline…

By Steve Cwik, senior writer and brand storyteller for RAPP Positive marketing strategies can foster greater consumer trust and loyalty than fear-based tactics. Iconic campaigns like Apple’s “Think Different” and Nike’s “Just…

TikTok Advertising has quickly become the “new” Instagram or Snapchat and a highly effective way to reach young, affluent millennials and the early adopters who like to stay current on all the trends.

If we learned one thing from this year’s Paris Olympic and Paralympic Games, it’s that we need more moments like it.

GPO Vallas and Ara Labs plan rapid domestic and international expansion to over 20,000 car top displays

We may live in an always-connected world, but that doesn’t mean employees should always be reachable. By following the above best practices, business leaders and managers can keep their team members operating at their highest levels, and their businesses will get a considerable boost in return.

If your brand chooses dialogue over monologue, engages authentically with its communities, remains ready to respond to its audience, and stays consistent with its own core truth, then you will have more than just a perfunctory social media presence. Instead, your brand will be part of the community and truly present.

Lead entrepreneurs have a critical role to play powering creative agencies through today’s competitive landscape.

Now the shockwaves have passed from Google’s latest announcement, it should be clear to all advertisers and agencies that even if the cookie isn’t cut off completely, its power will diminish over time.

By leveraging their position and visibility, brands can be prominent in helping drive healthy conversations, share useful information, and promote trustworthy news sources. They can help arm young voters with the insight they need to make the most of this cultural moment, proving their relevance to this audience, and forging connections that last through the election and beyond.

The message to the industry is clear: the evolving consumer landscape is calling for a new type of agency, one that represents the diverse mainstream, and balances inclusivity with specificity. 

To truly connect with today’s consumers, brands must become relatable. Audio storytelling accomplishes that goal in a unique way by allowing consumers to hear an unvarnished account of what a brand is doing and why.

As expectations for corporate responsibility continue to rise, brands have a unique opportunity to lead the charge in addressing environmental issues.

If it’s even a question in your mind, take the road less traveled, you’ll end up somewhere unconventional and divine.

We all know that great young talent is hard to find. If you’re lucky enough to hire someone who’s eager to learn and excited for their career in advertising, help to nurture that spirit every day.

Times of change can be turbulent, especially given the history and frequency of CMO-level turnover. Whenever that moment hits, agency leaders need to prioritize communication over remuneration.

It’s time to define your brand’s approach to doing B2B with a B2H mindset. If you focus, prioritize, and then test new approaches, you can create experiences that drive new impact and deliver more of the value needed to grow.   

Understanding the trends driving this marketing trend will help big brands and small businesses maximize their influencer relationships.

By engaging consumers mid-funnel and aligning with their values, brands can build stronger relationships, drive relevance, and ultimately improve conversion rates.

As a longtime runner and Nike devotee, I recently found myself with an unexpected dilemma. While shopping for new running shoes prior to a business trip, I was drawn to a pair made by On Running instead of my usual Nikes.

So, take the time to bring your employees along on the journey. Show them that you understand how valuable they are. And make sure your new brand is one that reflects your business as it truly is.

With the Paris 2024 Olympics underway, we have seen brands both big and small gear up to seize a unique and coveted opportunity to engage with global audiences. And there’s no surprise as to why.

When it comes to Gen Z, Millennials and Gen X, the suggestions and trends served up on social media play a big role in their spending decisions.

It’s important to recognize the real harm high employee turnover is having on your client relationships. The sooner you invest in programs employees want and need, the sooner you can retain the talent your clients deserve.

Women’s sports have secured a significant place in today’s world and will continue to do so in the future. Advertisers who recognize and capitalize on this opportunity will join a dynamic and influential movement.

Q&A with Jason Warner, Director UK & EMEA at SBS

No matter the brand experience there is one truth that will never go out of fashion. Fans seek out authentic experiences over fleeting trends. They want to feel like experiences extend and complement who they are, not fight and take away from their identity.

Everyone is talking about Gen Z, but most Gen Zers are still teenagers, whereas the entire millennial generation is at or near the peak of their purchasing power. 

To really connect with Gen Z, you’ve got to let go of the myths and see us for who we actually are. When you start to see us clearly, you’ll also see success, because messaging that truly resonates will build engagement and win our loyalty.

If that authenticity isn’t there, collaborations can look try-hard and superficial and can end up doing more harm than good.

Suddenly, more of the world wants to laugh. Or so it may seem. After many fallow years, when humour in advertising felt scarce, misplaced, or just absent – it’s slowly, tentatively making a comeback.

Advertising on premium news sites not only aligns with the activity of target consumers, provides better engagement, and provides better brand safety, but it also gives brands the opportunity to support journalism at a very trying time.

Ultimately, ensure you’re providing a sense of thrill and urgency by tapping into the universal desire to feel seen and heard. Start with in-depth social listening to mine for opportunities. It’s not just what consumers are saying but how they’re emoting and expressing, context matters.

Every business struggles at times; you need the courage to learn from your experiences and keep going. And remember, if you get it right, on the rollercoaster that is running your own business, the downs are right before the ups.

There’s no sign that the experiential marketing industry is slowing down, so the future looks bright. Marketers would be wise to get their ducks in a row now to reap the rewards.

Overall, Cannes Lions 2024 highlighted a dynamic interplay between sustainability, AI, media evolution, and creative excellence. The festival served as a platform for industry leaders to discuss and showcase how innovation and responsible practices can drive meaningful change and positive impact in the industry.

Cannes Lions 2024 reflected an industry that has progressed from talk to action when it comes to AI, cookies and commerce media. Elsewhere, chat on the French Riviera turned to the rise of CTV and the need to work harder than ever to gain consumer trust.

The concept of a channel multiplier effect in itself, isn’t a new one. Both client and agency side, we know that different channels can support and enhance the performance of each other.

In this dynamic era of the Experience Economy, where empathy, immersion, and memorable interactions reign supreme, businesses have a unique opportunity to create lasting connections with their customers.

THIS ARTICLE HAS BEEN REMOVED AT THE REQUEST OF THE AUTHOR.

Many organizations are working towards this already, but significant opportunity remains for many others to understand the benefits of prioritizing sustainability.

For marketers, the implications are clear: leveraging graphic design in experiential events can significantly enhance audience engagement, encourage content creation, and amplify the brand’s presence in the digital realm. 

For PR and marketing professionals, understanding cultural shifts is an opportunity to create content your audience will resonate with. That’s a trend we can all get on board with.

Navigating the evolving sports media landscape requires brands and agencies to adopt strategic approaches that align with changing consumer behaviors and preferences.

By Tom Christmann, Executive Creative Director, Catch+Release “I’m a creative in advertising.” What a strange sentence. Advertising is the only industry that refers to a subset of its practitioners as “creatives”. That’s…

There’s a reason that “passion projects” are often met with skepticism inside creative companies.

To better understand consumers and the barriers ahead for EV brands, you need to focus on the entire journey from purchase to ownership to renewal and create better experiences during the moments that matter most.

Brands can use many techniques, including adding product schema and ensuring the site is mobile-friendly.

Despite having the resources to reach large consumer bases, even the largest brands are underperforming in reaching the mobile gaming-first audience.

Marketing as an industry has been guilty of keeping performance and branding in silos, but creative teams shouldn’t think that way. As I said before, a good designer – even one fresh out of school – knows how to create with a goal in mind.

With the threat of a potential ban getting closer, marketers are necessarily seeking guidance in these uncertain times.

The biggest lessons any marketer could learn from BTS’s cutting edge marketing is follow your fans, learn from them and grow with them.

Marketing to a global audience isn’t easy. However, you can streamline the process by embracing diversity while forging key partnerships in your target market.

We don’t know for sure, but is it possible that a sea change of sorts is happening, such that we’re shifting away from the rampant cancel culture which has notably marked the last several years?

Being a part of that change is good for your budget, your company’s reputation, and your overall chances of remaining competitive in the future.

As the misapplication of AI and other tools threaten to undermine the shared understanding of reality that we rely on to make decisions, combining transparent AI models with the strongest available data will give agencies the edge they need to turn lukewarm responses into RFPs, and RFPs into wins.

As traditional feature or benefit differentiators fade, marketers must imagine novel ways to captivate consumers in order to stand out, and to maintain their relevance.

Contextual targeting is resurgent. But that doesn’t mean it’s the same contextual advertising that hit the web two decades ago.

Fail to pay due diligence, and when June comes around you’re left slapping a rainbow logo on your standard products and hoping for the best.

Exness, the world’s largest retail market-maker, recently unveiled a significant rebranding initiative, reflecting and reinforcing its position as the market leader.

It’s time to look beyond the surface and uncover the true value of digital advertising campaigns by prioritizing value-rich CPMs and outcome metrics.

By tailoring your compensation strategies to align with the needs of today’s workforce, you can enjoy digital marketing success and do the right thing for your employees in the process.

In an unjust and heartbreaking world where so many of us are screaming into our own echo chambers, this is a tangible way to actually do something.

brands are adapting by expanding their offerings to cater directly to this young, influential consumer group rather than relying on dedicated tween-focused brands and retail spaces.

A commercial intelligence framework helps achieve goals and adapt to market shifts. It’s a living, breathing piece of work that businesses can return to and revisit as the assumptions influencing scenarios shift.

Consumers need to believe that a brand is being honest rather than greenwashing, especially as it becomes more common to call brands out for inauthenticity.

The journey to creating an effective supplement label is a balancing act, requiring a careful blend of compliance, creativity, and brand identity.

If brands choose to play, the Super Bowl is a chance to start a conversation which can last a lifetime—not just thirty seconds.

Buckle up, 2024 is in full swing and we’re already seeing a year defined by extreme volatility across every aspect of the economy, politics, the environment, and society.

In this piece we delve into expert insights surrounding the latest results, uncovering invaluable perspectives that shed light on the current state of the industry.

By demonstrating how brand strategy contributes to business success, CMOs can align their goals with those of the CEO, becoming indispensable allies in driving market relevance and resilience.

Taking the helm of the marketing department has never been for the faint of heart, but the opportunity to drive change and deliver growth is a unique position to be in. Not everyone in the C-suite can say as much. 

The “always-on mindset” fosters a proactive approach to content creation, keeping brands in a perpetual state of readiness to connect with their audience.

Just when you think you’ve won them over, something new pops up to divert those wandering eyes. However, one medium has emerged as a powerful tool to cut through the noise and captivate audiences: video advertising.

By Ainsley Lawrence Advertising is a dynamic field, and your clients reflect that. When building long-standing relationships with advertising clients, you must work on fostering communication styles that are strong and adaptive.…

Thinking creatively about how your business intersects with or shares the spirit of another is part of what makes joining forces such an intriguing opportunity.

The quest to achieve greater governance, efficiency and transparency is prompting advertisers to bring media operations in-house, and the good news is that now they have the tools to do so thanks to cloud technologies.

Many brands think they know how their agency partners work, and often equate more team members recruited for their account as an advantage to their business. However, this isn’t always the case.

The rise of TikTok represents a seismic shift in the way consumers engage with content, challenging traditional media outlets to adapt or risk becoming obsolete.

You’re not going to change the world so just entertain people. Because if you get your celebrity endorsement wrong, then boy you have wasted a lot of money.

The output of everything that we do, as companies and as brands, depends exactly on the design of the experience itself, especially when it is predominantly digital.

Determining the right event and timing involves understanding your audience’s position in the buying cycle.

A recent survey of UK CMOs found that 84% said they believed using neuroscience research was valuable for planning campaigns. Drilling down into the details, however, there’s a clear gap between the potential use of this technique and how it’s currently being used.

Consumers don’t just respond to marketing materials in fully conscious ways. The design and use of your content can also have a psychological impact that helps to influence behavior.

The tsunami of rebrands includes refreshes, reboots, and resets as well as complete overhauls. And it’s not just a trend; it’s a tidal wave.

Technologies, like QR Codes, have become powerful tools for brands to help bridge the gap between the physical and digital worlds, creating new opportunities to engage with their audiences.

The importance of social media engagement is all about building genuine relationships with your audience, understanding their needs, and delivering value that resonates on a personal level.

For now at least, quality, utility and value are the foundations of B2B brands that business buyers trust to support the pillars of their organisation. But they must be articulated, easily understood, and allow consumers to differentiate them from competitors.

In this article, we share 2024 trends that you should have on your radar to innovate, transform your audience connections, and lead the charge in molding advertising’s future. 

Almost instantly upon Tiger Woods’ and Nike’s announcement of their decision to part ways, the world demanded to know: what’s next?

Market researchers and marketers have always maintained that understanding customer attitudes, behaviors, and unmet needs are critical for business success. 

In this piece, we speak to industry experts who delve into key tactics and innovative approaches that brands can adopt to optimize their advertising efforts at this event, ensuring a compelling return on investment and leaving a lasting impact on customers.

The Super Bowl is not only one of the biggest sporting events in the world, it is a marquis event for the advertising world. But is the $7+ million price tag (the cost of a :30 spot this year) justified?

2024 marks a crucial turning point for businesses, presenting both opportunities and challenges that will redefine traditional marketing approaches. Previous marketing tactics must evolve to remain effective and impactful, particularly in a time of heightened customer expectations and economic uncertainty.

Loyalty is fundamental to any brand’s performance, if done right. Here are some rules or tricks, which may help you step up your game.

No business wants to face a crisis, but something will inevitably go wrong. In these situations, it is better to be prepared than caught off-guard, hence the importance of establishing a crisis response plan.

Many celebrities bring unique business acumen and a willingness to roll up their sleeves and partner beyond the terms of their contracts, making them value-add business partners beyond their household names.

The brands that break through during or surrounding this year’s big game will be the ones with their fingers on the pulse of the latest trends in engagement, VR, viewer demographics and shoppable experiences. 

There has been much discussion in our industry about the collapse of the funnel. What we should be examining is the mindset of an emerging class of customer—one who rarely travels up and down a path from awareness to purchase but is always ready to make a decision about a brand.

Research has recently shown that the presence of a sonic logo can create a positive brand experience, even in the face of “uncertain and anxiety-inducing decision context or negative information about the target brand.”

It is past time for national advertisers to reevaluate OOH, not as a secondary option but as a core component of their marketing strategies.

As we usher in a new year, this wave of companies and how they reinvent themselves is not just rebranding their products, identities, slogans and narratives.

Consumers will come to expect more individualized attention and curation from brands, whether digitally or IRL, in 2024. The companies that anticipate these trends and take bold action to eclipse consumers’ expectations will thrive.

Though it was previously believed that celebrity endorsements had a limited impact on cannabis sales, the reverse appears to be true. Celebrity marijuana brands seemingly outsell brands with less star power,

As marketers, truly knowing our audiences sets us up for success. But to make an emotional connection, we must move beyond superficial traits and demos. We need to uncover the inner drives shaping behaviors and decisions.

The PR power behind the “Barbie” film is epic. Visibly noticeable as it turned the tide of fashion, the Barbie craze is truly a revolution!

The increasing number of online retailers, the growing adoption of early smartphones and internet connectivity, and the changing preferences of younger generations more inclined to shop online all pointed toward an e-commerce boom.

As a marketer, you have two choices: Get aboard the most relevant trends or get run over by socially savvy competitors.

Here’s how to break free of channel-specific marketing measurement and realign with core business goals.

In experiential marketing, the ‘brand’ retains significant importance, possibly more than ever. But, our perception of what constitutes a brand is changing.

Plenty of brands are producing best-in-class activations that are strategically robust, authentic, bring fans together and serve a purpose.

Remember, in the end, people don’t just buy products; they invest in experiences. Make your brand an unforgettable part of their story.

As post-strike talent promotion ramps up alongside awards season, marketers are primed to implement these key lessons in a jam-packed 2024. 

Effectively communicating with your target audience is the key to cutting through the clutter, and this is where a precision marketing strategy comes into play.

Our recent research report, Connecting the Dots, highlights the key behaviours, preferences, and values that, as an advertiser, you need to know ahead of 2024.

Efficiency is crucial in the current economic climate. With plummeting consumer confidence and rising inflation, aiming for higher levels of efficiency is on many businesses’ minds.

Forward-thinking agency leaders have seen the future of work — and it isn’t the factory work model of the Industrial Revolution.

Sit in the brand’s real strengths and maybe more importantly, weaknesses. Don’t just do a SWOT analysis, but have the hard conversations.

The industry is moving fast, and in order to keep up you have to keep your skills sharp.  You have to practice all 4 of these areas; Synergy, Manage, Think and Do.  You have to stay crisp, or your tenure is likely to slide even more.

With 80 percent of customers saying they are likely to switch brands after a single bad experience, identifying and delivering on customer expectations is more important than ever before.

It’s a misconception that only big brands advertise on Amazon. Amazon Ads products are designed for everyone, including small businesses, and have helped these businesses grow their sales.

There are shoppers around the world—right this second—looking for products just like yours. So why not help get your brand in front of them?

Today, we sit at a new inflection point for digital.  If our industry nails this, we are positioned to reach our incredible potential.  

By Mark Wieczorek, Chief Insights Officer at Front Row Navigating the complex landscape of modern business isn’t for the faint of heart. Whether it’s a massive corporation or a nimble startup, the hurdles…

Increased B2B spend is a positive development, but it isn’t enough to drive brand to the bottom line. To do that and to fully realize a marketing mandate, money needs to be well spent, not merely spent.

Cheetos and Amazon Ads seamlessly integrated their strengths, leveraging the extensive consumer touchpoints across Amazon channels and the inventive storytelling of Cheetos.