Tag: Culture

If agency leaders don’t exemplify Possibilitarian attitudes and behaviors, the culture won’t either.

A reminder that attention is still shaped by what we allow to linger.

By Julia Pascual, Social & Influencer Strategist, AntiSocial To say that culture is demanding is…

By Chengcheng LI, Account Hero at SuperHeroes For years, the fashion industry operated on an…

Whether knowingly or not, these brands are tapping into the power that shared beliefs have in drawing people closer together in the name of something bigger than themselves.

The AI era feels like the dot-com era of the late 1990s. There was a huge surge of interest and investment, and when that investment got a little bit ahead of the market, there was a crash.

Communities do not exist for the benefit of brands. They exist because people want to spend time developing the interests they care about with others who share them.

To explore how brands can build sustained cultural impact, leaders have shared their perspectives on what brands still misunderstand about IWD.

For marketers facing personalization fatigue, the solution isn’t more precise targeting. It’s more meaningful presence.

Pam Kaufman’s hire marks the end of pretending this was optional, at least for brands that want to stay culturally present.

Bear with me here—Bad Bunny delivered the best ad of the Super Bowl. Not the best halftime show (who cares about that ranking?), but the best ad.

Brand leaders, you’re in the care business now, whether or not “health” is on your label. That means you need to play a more supportive role in people’s lives.

Brands that show up authentically during this full window—supporting all of the active behaviors just listed out—can earn something more durable than seasonal sales from Latine consumers: trust, loyalty, and long-term relevance. 

At its best, this Americana goes global moment isn’t about one side winning. It’s about consumers on both sides of the Atlantic looking for the same thing.

The future of creativity is neurodiverse. Agencies and brands that embrace that truth won’t just build stronger, more inclusive cultures – they’ll deliver better, more resonant work. 

The AI industry will be stronger if more women are visible making claims, predictions, and statements as freely as men do.

Even the most conscientious, emotionally intelligent leaders have blind spots when it comes to truly understanding everyone on their team.

In a year where politics dominate the headlines, your brand doesn’t need to compete with the noise. It needs to be something people can trust. And trust is built through presence, purpose, and proof.

How Mindie Kaplan Applied Innovation Principles to Build a Viral Purpose Campaign, and What it Teaches the Industry About Authentic Advocacy

The best brands aren’t just reacting to decisions — they’re part of shaping them.

If we’re serious about the future of work, let’s escape the binary discourse and learn from the past six years to intentionally chart a more sustainable path forward together.

With each generation having different wants and needs, only two stand out for getting along in the workplace, like a Boomer and their PowerPoint presentation. The two generations? Millennials and Gen Z.

Mental health is no longer entirely taboo, but there’s always more to do. We’re on the right track, but we must push even harder to change hard-to-shake perceptions.

Latino US Day has cemented its role as one of the most meaningful and strategic moments within the Cannes Lions Festival — celebrating the power, presence, and progress of Latino talent across the creative and marketing industries.

Whether you’re looking for a good laugh, some design inspiration, or a stellar brand partnership, here are 10 LGBTQIA+ creators I personally can’t wait to work with.

As you demand work of your teams, leaders: do what you can to make the work align with what they truly care about. There is the crux of work being labor and work being creative. We are both.

Whether it is Hollywood, Madison Avenue or Wall Street, it all starts with a great idea. That is what networks are looking for – something new, different and unique. 

On this International Day of Women’s Health, we’re not just acknowledging the challenges – we’re spotlighting the voices of women who are transforming their experiences into action to change the future of the workforce.

As Newsweek continues to evolve, its vision remains steadfast: to set the benchmark for trusted journalism in the digital age.

America’s isolationist policies are also prompting a growth of patriotic consumerism elsewhere, which is bad news for Brand America, and for American brands.

Five years ago, the world was reeling from the COVID-19 pandemic. With billions of people forced to make drastic changes to their lives, few industries were subjected to greater upheaval than retail and ecommerce.

In a time when many are retreating, choose to stand firm, not because you have to, but because it makes you better. And for any business navigating these choices, my advice is simple: find what you truly believe in and build from there.

Google might still be the king for now. But TikTok and Instagram are coming for it among users desperate for answers.

How should innovators think differently in this fluid world?

Branding has the power to bring communities together, fostering a shared vision for the future. For this to be meaningful in Indigenous communities, designers must lead with empathy, cultural humility, and a commitment to listening to the voices of Tribal Nations.

From closing the pay gap, to increasing female leadership and tacking performative allyship, here’s what industry voices believe must shift – and how we can make it happen.

What could, and should, brands and agencies be doing to go beyond symbolic gestures and truly invest in advancing women’s empowerment? We spoke with three senior leaders across adland to get their thoughts.

For the companies who are truly invested in the future, this is a defining moment. In a world where staying neutral is the new normal, conviction has become the ultimate currency.

The application of contextual tech to evaluate the meaning of content across the open web is broadening. It remains, of course, a platform for watertight brand safety and targeting precision.

No one in the ad industry wants to see this happen and the collective movement towards carbon reduction will continue with or without government support. 

The path to successful multicultural marketing starts with a shift in mindset. It’s no longer enough to focus solely on representation or linguistic adaptation—audiences expect deeper engagement and personalization.

Whereas cult brands are smaller by nature and often aligned to an existing niche, culture brands can be scaled, effectively defining and creating their own niche as they grow.

By building unshakable pillars of stability, transparency, and humanity, we create a clear path to achieving a win-win-win for our industry and leaving behind a legacy we can all be proud of and excited about.

Instead of conceding that meaningful interactions in the marketplace are only the territory of smaller, niche brands, culture brands demonstrate that powerful brand stories can be leveraged at any size.

Savvy campaigns and brands understand that not every trend or social reference is for them. Effectively engaging with social culture isn’t about chasing the latest viral sensation; it’s about identifying conversations where your brand can contribute meaningfully and authentically.

Having now been through this self-reflection process, we look forward to putting to action where the report showed opportunities for growth.

Gymshark announced that it’s partnering with Steel Warriors – a brand and charity that transforms the lives of young people affected by knife crime, violence, and social exclusion. 

Pop culture offers brands more than relevance; it provides an opportunity to create lasting, emotional connections with audiences. At a PMC-hosted Advertising Week New York 2024 panel, leaders from Maybelline, Dick Clark Productions and Billboard shared how iconic collaborations, immersive experiences, and cultural moments are shaping the future of brand engagement.

Leadership teams feel it’s critical to spend time strengthening and growing talent. This is the base from which their organizations can thrive.

On the evening of Monday, October 7th, 2024, the 20th edition of Advertising Week New York kicked off with a grand celebration honoring outstanding women in the advertising industry.

As we move forward, it is vital to recognize the invaluable role that Black barbershops and salons play in the community.

When we rise with roots intact, we don’t fall; we elevate collective consciousness, affirming that progress and authenticity are not mutually exclusive but mutually enriching.

What CMO doesn’t at one point or another dream of being at the helm of a cult brand? It seems like such an ideal end-game for all sorts of ambitious marketing efforts and niche positioning.

In communities, brands have entire audiences ready and waiting to become customers – or, even better, lifelong fans. But they must first find these communities, and spend time understanding their audiences so they can build 3C frameworks to tap into the power of like minded groups collected in one place.

While we may have experienced a summer of sport – festival season also made its mark. And with a jam packed schedule of both large scale and niche festivals, from Glastonbury and Coachella to Ultra and Bludfest – there really is a festival for everyone.

As technology advances and creative horizons expand, parks are poised to deliver unparalleled adventures that blend fantasy and reality, crafting transformative experiences that captivate, inspire, and leave lasting impressions long after the visit concludes.

To succeed, today’s brands must blend the best of both worlds, fostering in-person connection while considering the role our online lives play in that picture. The goal isn’t to get noticed; it’s to be remembered. And nothing is more memorable than a shared, real-world experience.

Since Gen Z snubs traditional marketing, it’s even more essential that brands meet them where they are – whether that’s on social media, in the metaverse or at IRL events that blend the two.

Brand integrations represent a promising way of connecting with consumers. Faced with rising costs and an increasingly fragmented media landscape, many marketers are turning to the strategy of weaving a brand into the existing story lines of film, TV, streaming or influencer programming.

The opportunities and challenges associated with a workforce that is increasingly age-diverse are many.  And no matter when you find yourself on the age/experience spectrum, you can play a role in finding and highlighting the value-creating opportunities and minimizing or eliminating unproductive friction.

The Olympics in marketing is a little like the Super Bowl, but it only comes around every four years. A lot of brands are counting on a lot of eyeballs to make marketing budgets count. In the past you could almost hear the marketing shots being made by big advertising execs, and see them fall flat on big billboards and small scrollable screens.

Just like the Olympians and Paralympians, this needs time, training and precision to win gold.

There are no shortage of ways in which brands can authentically engage with this complex generation. Those that make the effort to really understand Gen Z and speak to them on their own terms will, of course, be best placed to benefit from their fast-growing spending power.

Boomers remain the agents of social change and consumer superstars that they’ve always been. Celebrate them, help them pursue their dreams, facilitate their desire to give back, and take advantage of their tech-savvy ways to reach them in environments they trust and prefer.

 Here are four ways HR leaders can take a more personalized approach to wellbeing strategies.

Whether you watch just the opening ceremony, fanatically follow synchronized swimming, or keep the Olympic Games on a screen at all times, this year, keep your ears tuned in a little more carefully. You might feel a deeper connection to the athletes, the host city and the larger phenomenon of the Olympic Games.

It’s not an easy balance to strike, but with restrictive financial regulations now in place, it’s a vital one for ambitious football clubs to get right.  And the clubs that do, will likely be the clubs that see future success on the pitch.

These principles will make you more technological, sustainable, cooperative, and open minded. CEO Confidential is not a secret anymore. And we couldn’t be happier.

Can you chase profits and thrive, while having the planet benefit from your offer in terms of products and services? Can a CEO be sustainable at all?

Overall, a no-holds-barred Q&A allows you to show your humanity while also showing your commitment to authentic leadership.

Empowering your creative team with clear communication and continuous learning opportunities can enhance accountability and boost productivity at your firm.

Replacing a key team member could cost up to four times their annual salary! Plus, the loss can demotivate your remaining staff, increasing turnover even more.

Did you know that integrating more women into leadership roles isn’t just about equity—it’s also smart business? 

Navigating the complexity of workforce data can often feel daunting, but it’s a gold mine of insights waiting to be unearthed.

Understanding the changing dynamics within Gen Z presents an opportunity for advertisers to innovate and differentiate their approaches.

Embracing diversity can have transformative power in the workplace, allowing people to be more seen, more supported, and more heard.

If the world is to preserve its wonderful natural heritage, driving diversity in the outdoors is non-negotiable for all of our wellbeings.

As of 2024, the startling reality that women earn merely 84 cents for every dollar earned by men continues to challenge our progress toward a truly equitable workplace.

Social media is much broader (and much more crucial to a marketing strategy) than we think. In order to capitalize, companies need to dive in and understand what makes each channel unique.

The dynamics of cultural influence have undergone a notable shift, with the era of mainstream gradually fading into the background as subcultures rise to prominence.

Dear CEO, here is your homework. Use that innovative and hyper-flexible human capital that the post-Covid 19 world has given you, across all generations. This is your lucky strike. Don’t fight it, and just work it.

Without a sonic strategy you risk either being consistently wrong or being inconsistent with your music choices – both of which could damage your brand and marketing effectiveness.

Corporate social responsibility is a wide-encompassing term describing how a company holds itself accountable for its impact on the community — on a local, national, and sometimes even global scale.

Right now, every fitness provider and personal trainer is claiming they can get you the New Year results you want. While going it alone can be daunting, it can be equally hard to find someone who truly understands your needs.

There are times where we should let brands do what they do best and there are other times where it’s incredibly rewarding to push forward. The challenge in branding is recognizing when these moments are, and seizing them.

A new chapter of user-centred innovation is here, and it’s all about going beyond the average and expected.

In times of uncertainty, it’s easy to focus on the things outside of our control. Instead, we’d be better off focusing on the things we can control, such as enacting real change within our organisations by making culture a focus for the year ahead.

The recent King’s Speech is now the bellwether for anti-climate prevarication, and for advertisers, it hammers home the need to push in the opposite direction; and aim even higher in creating the reductions we need.

Great people don’t grow on trees, so it’s crucial to try and find people who are a good fit. And that’s the same whether they are coming in at a junior level or as team leaders.

Should your company embark on a path to Net-Zero? My answer is an emphatic yes.

After a turgid start to the year, the M&A market is picking up speed – with more than half of European players expecting to pursue game-changing deals into 2024.

With tensions in culture rising, “purpose” is again being questioned as an unwelcome hindrance to profit-making.

As we prepare to enter a new year, what unique challenges does this present for CMOs?

Top talent is always crucial in driving business growth. Companies need the brightest and the best as part of a diverse and committed workforce.

The algorithms and AI tools being used today to generate content, optimize for engagement, and drive the attention economy are often at the cost of truth and nuanced dialogue, and one can even draw a parallel to the damages caused by the fossil fuel industry itself.

Campaigns for office and ballot initiatives have fairly black and white success metrics. Either a candidate is elected and a ballot measure passes, or they don’t. Simple.

Clearly, people can and will spot when brands overreach with their purpose campaigns and initiatives.

The adtech, advertising, and media industries have the power to meaningfully reduce their environmental footprint…

Multiple funding sources reduce reliance on any one lender – specifically during a time of more intense risk. Making these moves now will help make the business more resilient in the near and long term and provide peace of mind, knowing there is easy access to a safety net.

We wanted to give you a little glimpse of the highlights through a recap of our last in person event, Advertising Week.

The number of leadership roles being filled by BIPOC talent is actually decreasing and all the words in the world won’t help. Here are ten actions that our agency has found effective in keeping our EDI efforts moving forward.

Guided by Agencias Argentinas, this project aims to create a hub of Argentine talent, enabling firms to provide marketing, content, and advertising services to other markets in a unified and collective approach. The objective is to stimulate the communication industry and achieve a 5x growth in the coming decade.

Mental health and well-being are truly the next frontier in the ever-present battle for great talent, reclaiming the relevancy of advertising agencies as sought-after workplaces once again –– and an important new way for agencies to create more welcoming and inclusive cultures.

Advertising Week New York delegates already know how special the PENN DISTRICT venue is as it played host to the biggest Advertising Week event ever. We sat down with Stephanie Blake, CEO of Skylight, the company behind the PENN DISTRICT.

We have spoken to industry experts about how brands can advertise authentically during Black History Month and how they can carry these principles of diversity and inclusion into their hiring practices, branding strategies and storytelling throughout the year.

Group Black has built the infrastructure, measurement capabilities, and operational teams for over 250 Black-owned media companies, enabling them to compete with anyone in the industry.

Businesses are being forced – by their customers, by their governments, by their shareholders – to invest in sustainability, to reduce emissions and inequalities.  This system change is only going in one direction, with pressure groups and punchy start-ups pointing the way that individual consumer and employment choices will follow.

As more companies offer green products, the uptick in false advertising lawsuits will continue through 2024 and beyond.

Becoming a parent marks a monumental shift in a woman’s life. Stepping into motherhood is not just about new experiences and responsibilities,  it’s also the onset of a transformative consumer journey.

Creative is most effective when audiences see themselves reflected in it, so being cognizant of these key concerns when planning creative will drive impact by building relevance.

Here are four ways the ad industry can recapture and sustain its sizzle as a destination for the best and brightest

Advertising Week gathered insights from the advertising, media, and technology experts who attended.

Critically thinking about cultural exploration is a pursuit worth pouring effort into. Not only does it make us more effective marketers, it makes us more open-minded people.  

Common ground between Gen Z and Baby Boomers may seem worlds apart, but as advertisers we can use our craft to bring them closer together and achieve powerful, effective campaigns simultaneously – just by relying on the Heart, Art and Science.

Federal government shutdowns cast a long shadow of uncertainty over the advertising industry. These shutdowns are not merely inconveniences; they have severe financial repercussions.

Avoid ageist stereotypes and biases and meet 50+ consumers where they are with a holistic approach that taps into 50+ adults’ wide-ranging information needs, engaged lifestyles, and willingness to invest in themselves, and you’ll enhance your brand’s connections with this dominant demographic in business-building ways.

In the categories of fashion, lifestyle and gaming, the study found that Black creators generate 10.5x the media value of their non-Black creators. You can find the full study here.

This first Impact Report describes the progress we’ve made towards that mission across a range of stakeholders from the period of June 2022 to June 2023.  

All players have a role in providing credible guidance and advice around  carbon emissions associated  with marketing and the clock is ticking, so it’s time for everyone to roll up their sleeves and get to work on projects that will make a difference.

We spoke to four leaders in adland about how they utilise their commutes, both to and from work, to gear them up for the day ahead.

We can build more successful partnerships by rehumanising the process of hiring an agency and refocusing on what each side needs from the other.

Group Black profile of Pod Digital

Group Black profile of Audiomob

Group Black profile of Cxmmunity

Group Black profile of Reach TV

Group Black profiles Black Women Talk Tech

Hispanic Americans represent a real and growing population of consumers and developing marketing, advertising and messaging that speaks to  their unique needs can improve your overall customer portfolio, and if done well, your bottom line. 

The success of your digital campaign among 50-plus consumers will depend not only on efficient targeting and a compelling offer, but mobile-friendly design and a seamless transaction mechanism that makes buying a breeze.

The power of brand to influence consumer behaviour is well acknowledged, but how can advertisers help their clients tell compelling and evidence-based stories to encourage people and businesses to make more sustainable choices?

Marketing shouldn’t be mentioned in the same breath as the air travel industry when it comes to waste—it’s a “bad look,” to say the least.

Women’s sports have steadily gained popularity with a significant increase in viewership across a variety of leagues and tournaments on a global scale.

Human beings collaborating to be creative and innovative with ideas on how to connect brands to people who choose to buy into them is one of the most important investments a brand should use to succeed and thrive.

In a consumer market as sophisticated and nuanced as Asia, such hollow gestures fall flat. Dollars and polish might form part of a premium experience; but they do not, in themselves, define the concept.

By going beyond surface-level problems and digging deep into the behavioral roots, we can unlock insights that have the potential to reshape entire industries.

As a recovering UK economy continues grappling with high inflation, the advertising industry is showing strong resilience by maintaining small but steady growth, according to the latest AA/Warc report.

Nostalgia is often dismissed as the preserve of older generations, harking back to a rose-tinted, long-gone view of the world. But, in reality, it is an intense human emotion that works across all ages – and music can unlock its power and energy in ways that little else can.

In light of the ongoing Women’s World Cup, we wanted to explore the ever-evolving landscape of fandom.

The lines between commerce, social, streaming, and gaming platforms have blurred. Often our digital identities are fueling how and where we shop.

Businesses are eager to reduce that impact while leveraging the benefits of technology. The question is, how? That’s where the concept of green IT comes into play. 

By using simpler language, we invite more people into a relationship with art with the sort of fervour that rivals the watercooler discussion of any drama series finale.

What with the recent release of Netflix’s latest sports series ‘Tour de France Unchained’, and the conclusion of the Tour 2023 this weekend, it might be time for brands to start considering whether they’re making the most of an excellent marketing opportunity. 

Don’t be afraid to buck the trends, open doors and embrace opportunities to elevate trailblazers.

Despite the strong proof of enduring benefits around brand purpose, if committing to a purpose-driven transformation doesn’t feel right for your brand, it probably isn’t.

From police forces to politicians to TV presenters, trust in the establishment has sunk to an all-time low. Mike Foster, founder and strategic creative director at Straight Forward Design, asks how brands can step into the breach.

The choice to use music or not use it, is crucial, but it’s a choice you must make, not one to just let happen

For businesses as both employers and as brand owners, the LGBTQI+ community and its allies are important demographics to consider and support through Pride, and Pride related marketing and promotions.

NBA Star Chris Paul sits down with HBCU students from across the country to discuss his upcoming book, Sixty-One: Life Lessons from Papa, On and Off the Court.

I can recall a time when business culture and culture culture were not only separate, but uninterested in each other. Boundaries were present. But today, business culture is culture. And it’s about time we recognize it.

Disney. Lyft. Buzzfeed. Whole Foods. From big brands to small businesses, from layoffs to closures, the recession is affecting everyone.

This struggle between studios and writers may be an age-old challenge, but this strike shines a light on something that should make every advertiser take notice.

The real change doesn’t come when we discuss sustainability on a yacht. Real change happens with two additional steps.

Here are three tips for marketers looking to reach this ‘holy grail’ audience.

Mining the quantitative and qualitative data on Asian American consumers can result in the understanding needed to engage this coveted population segment in an authentic manner.

This report is just a small sample of Claritas’ vast data and insights that are available to help drive more effective marketing.

While everyone likes easy money, there is a silver lining to the newfound focus on every dollar spent in advertising. With more measurement in place, we’re in a better position to keep track of our carbon footprint.

To bridge the gap and effectively engage different subgroups and communities, financial services firms must offer equitable opportunities and ensure that their workforce reflects the diversity of their customer base.

As a more flexible, feature-rich, and cost-effective solution, cloud calling is poised to carry enterprises into the next phase of hybrid work and empower tomorrow’s businesses to perform at their best.

With explosions visible on the horizon, I found myself and my family confined to our house in a village 15 miles north of Kyiv.

Marketers looking to advance their careers should consider doing a zig zag. instead of just moving up, try moving to a new industry.

Now that they have much more choice and freedom in how and where they spend their time, brands have to allocate spend to meet new clients, customers and employees not just where they are but where they want to be.

As brands prioritize diversity and inclusion, they need to ensure intent and education converts to action.

For AAPI Heritage Month, we sat down with Lynnwood Bibbens, CEO of ReachTV, and Keshia Hannam, Editor in Chief of Eastern Standard Times, to discuss the important and impact of their partnership.

The benefits of working in a network for career development and movement can be built on for employees at all levels but it is particularly relevant for early-stage talent.

The biggest shift lies in changing the mindset and structure around professional ascension being focused on people management.

Whatever deals are struck, the sheer energy of women’s sports coverage means brands will be racing to land endorsements.

Recent research suggests that carbon emissions driven by advertising are still increasing, rising by 11% between 2019 and 2022.

Why not start building advocacy with the most engaged (and captive) audience you have: your employees!

Older Americans control 70 percent of disposable income. Reaching them is both an advertising imperative and career opportunity.

Budget cuts, changes in consumer behavior, and increased competition are only a few of the potential effects of recession on our industry.

There are clear signs that the entertainment industry is finally embracing and representing the 50-plus demographic.

Until recently we’ve lived in a society where women were supposed to just stay home and raise kids. But this isn’t the case anymore.

Some of the most enduring news visuals captured by Getty Images photographers and videographers have been heart-breaking events sparked by our climate crisis.

I have found these tried and tested processes to be invaluable for finding simplicity and clarity amid complexity.

As we move into 2023, the uncertainty and speed of change for businesses that started in 2022 shows no sign of letting up.

Q&A with Helenor Gilmour, Director of Insight & Strategy at Beano Studios

To get through to Gen Zers, brands need to pay much closer attention to where they are placing their content.

2023’s International Women’s Day theme – DigitALL: Innovation and technology for gender equality explores the impact of the digital gender gap

2023’s International Women’s Day theme – DigitALL: Innovation and technology for gender equality explores the impact of the digital gender gap

Gender inequality in the tech sector is evident, an issue that requires more investment, more support, and more action.

Why does the UK Government choose to support UK advertising businesses at global events from Advertising Week to SXSW to Cannes Lions or Shanghai International Advertising Festival?

Now is the time to rethink audience targeting, ditch the green tax, embrace new cultures and lean into humour.

Local news matters, and local TV is still the leading way (even when the path darkens) to reach a local audience.

In this report, we provide unique data, analytics and actionable industry insights that will help you effectively engage the fast-growing Hispanic population.

Until 24 February 2022, we were just a strategic communications agency. After that day, we became a real family with a unique history.

Culturally there is a lot of division right now, and not everyone is going to agree on anything – especially cultural issues.

Instead of clinging to overly rigid standards, today’s leaders should be digging in on the places where their organization falls short.

Long term thinking is key for decades to come, when COVID-19, the recession and 2023 are all but distant memories.

Brands have shifted toward creating more live experiences around the big game that foster a deeper connection with consumers.

Transparent measurements are the key to giving brands the ability to dissect the exact carbon impact of their campaigns and partners.

The next time you think about your bottom line, don’t discount “goodvertising” as a part of the overall marketing plan.

Accenture proclaims “The Modern CEO is a sustainable CEO.” That is of course true, but I believe it is much more.

Super Bowl TV audiences are predicted to once again rise; increasing on last year’s half-decade peak of 112m viewers

As a leader of an organization, the journey for balance starts with creating margin and releasing control to grow on an everyday basis.

Brands from virtually every segment have been hard hit by the economic downturn, which has led to layoffs, hiring freezes and budget cuts.

Pointing to surprisingly fair weather, the IPA Bellwether report has revealed better-than-expected results for Q4 and potential cause for temporary celebration, despite ongoing economic uncertainty.

Digital experiences cannot be replicated in print, and vice versa. Neither cancels out the other and both have a valid place in marketing.

Downturns are painful on many levels, but in some ways, they provide opportunities. There’s less competition in advertising as marketers hold back, which makes it easier for brands willing to market to stand out.

At year-end, we’ll look back to see how accurate our soothsaying was. We’ll measure our hits and misses and then, as always, make a new set of predictions for 2024.

Representation matters in creativity on every level. We all know that. The truth is without true representation, the work suffers.

Now is not the time to hit the snooze button on your PR and communications efforts, but to invest time and effort into crystallizing your company’s story and fortifying its reputation in the marketplace.

A focus on autonomy and collective ownership allows employees to belong to and own their role far more intrinsically than they could in an over-engineered hierarchy.

Empathetic and in-depth support should be a given from employers, especially against the backdrop of the pandemic and current cost-of-living crisis.

The opportunity to grow a gift subscriber into a long-term customer is exactly the source of growth most retailers are seeking—the legendary conversion!

According to Kelly Revestijn, Senior VP, Strategic Planning at Advantage Unified Commerce, the pandemic “created lost time for GenZ and Millennial consumers.

Only time will tell if Musk’s recent interventions have shaken the foundations of the social media marketplace or proven to be little more than a storm in a Tweet cup.

Cultural sensitivities are changing fast and brands need to keep up. That doesn’t mean you will always get it right, but you have to try.

The very act of binary gender targeting is hopelessly out of date. Will the ID solutions and CDPs ever offer a ‘they/them’ audience attribute alongside he and she?

From in-store shopping to gifts laced with meaning, brands will need to pay attention to this generation as it gains spending power.

Only by knowing the true worth of their product can brands make sure they deliver value to consumers, while avoiding the race to the bottom, writes Mike Foster, founder & strategic creative director at Straight Forward Design.

If marketers truly want to strive towards a more sustainable future, they need to ensure they’re not only providing traffic that is high in value, but are also implementing techniques that truly optimise the user journey.

In summary, find the people who are passionate about making a difference and give them the opportunity to have a bigger impact. Work with the right partners, such as B-Corp, THG Eco and MyCarbon.

As brands prioritize diversity and inclusion, they need to ensure intent and education converts to action.

At the end of the day, the key to evolution is and has always been agility. Those who are willing to remain flexible and adapt to new and better ways of working will always succeed.

There isn’t a brand in existence that doesn’t need to implement health and wellness into itsidentity from the inside out, starting with its own employees and internal culture, and sharing that self-love out to its customers.

By Maxwell Hills, Founder, Hills Law Group As a service-based business, one of the most…

Brand suitability solutions are a powerful tool during Qatar 2022, allowing them to benefit from the huge audiences, while not being seen as endorsing controversial views.

There is a fine line between fostering inclusivity to align with brand ethos and being opportunistic.

Economic turbulence can be daunting, but companies shouldn’t lose sight of the bigger picture.

I’m confident in the future of our creative industry for a few reasons, but the big one is represented by the one thing that AI cannot replicate: nuance.

The ultimate test is to challenge everyone to have accountability in the outputs they oversee. This will keep skills developing, engagement high and your team operating like a best-in-class marketing organization.

By remaining vigilant and demonstrating that brands understand their customers’ concerns, companies stand to build meaningful, loyal relationships.

By deeply understanding our audiences first, we can meet users with the right message at the right time, empowering both us and our advertising partners to make a difference in their health and wellness journeys.

While the economy and consumer confidence continue to fluctuate, retailers can still win this upcoming holiday season.

Dealing with bias requires examining your assumptions and the assumptions of other professionals’ work for a brand or entity’s communication.

Unfortunately, 2022 is throwing retailers another curveball. Rising inflation and accompanying monetary policies have ushered in profound economic uncertainty.

The dedicated, undistracted and undiluted resource provided by an independent business transformation team can fix your problems, regardless of their nature.

Advertising Week caught up with Raconteur CEO Will Brookes to discuss how marketing shifts during recession, what to invest in should a recession happen, and the tone of voice brands should be using when times are tough.

The more products you sell to a home, the more loyal it is and the harder it is for that home to switch—in large part out of habit and convenience.

Across skincare, beauty, and broader health & wellness, audiences want information they can trust. But all too often, they get a skewed version of reality from social media, or encounter misinformation in online resources.

In our report, we explore what people need for relief — and how we, as health and wellness marketers, can better reflect their experiences and provide actionable resources. 

Audiences are more focused than ever on building their overall, long-term well-being. But many people experience a gap between intention and action, showing they need greater support in setting and reaching their goals. 

Jokes aside, working at Wanderlab is a privilege. We get to produce award-winning work for clients, whilst having fun along the way.

Marketers that connect with this demo with positive, realistic imagery have an opportunity to combat stereotypes – and gain a competitive edge.

In conclusion, just like the teams competing in Qatar, advertisers need to be on top of all of the tactics available.

Can you feel the rumblings of excitement? The slow burn of anticipation? That’s the feeling around the world of soccer fans getting ready for the World Cup this November.

While consumers clearly care about sustainability practices by the brands in which they do business, there is a disconnect between brand actions and consumer understanding.

In a recent presentation of the 2022 Agency DEI report, an attendee literally referred to me as a unicorn. I love unicorns, but seriously?

If managed correctly, drops offer a way of tapping into your existing customer base and driving repeat revenue by building a sense of excitement and exclusivity.

For health and wellness brands and marketers today, the importance of cultural competency in reaching audiences can’t be overstated.

As one of the first generations to make the switch from an offline to an online world, the same old tactics don’t apply.

Consumers 50+ are a must-win demographic that can represent significant bottom-line value to any real estate or home products or service marketer.

Linear and traditional media have a chance to use channels such as TikTok and others to enrich a story and create interactivity by using the platform in more dynamic ways.

Adding música to your digital marketing efforts to engage multicultural consumers can deliver wonderful results during Hispanic Heritage Month and all year long.

Advertising which tells real, inclusive stories well will always have a solid chance of going that extra mile and winning a “diversity dividend” too.

As brands prioritize diversity and inclusion, they need to ensure intent and education converts to action.

Take these steps to start thinking and acting like a trusted leader

From prioritising privacy, value, and visibility, to the nature of the event itself, DMEXCO attendees weigh in on which trends and opportunities caught their attention. 

All to say that now’s the time for more advertisers to step up to the plate and bring female-focused stories forward.

There’s no doubt there are challenges ahead for traditional publishers. But they will always have an ace up their sleeves.

Looking ahead to the next decade, I know there will be a time when reinvention is needed again. And amidst the changing tides, I’ll be anchored by these foundational learnings.

Platforms need to adapt and change, allowing Gen Z to express itself freely without fear of being labeled or too rigidly placed within demographics.

Ultimately, if we focus on getting the basics right of delivering an amazing connected employee experience and continue to innovate we can solve for the future of talent, and impact our businesses in a positive way. 

Back to school shopping doesn’t need to be a stressful experience for consumers, as the capabilities of conversational ads streamline their purchase journey.

It’s time to laser focus on the voices who’re leading and igniting conversations that genuinely matter against brand and business goals – and set the right KPIs that support these.

Marketers that capture the loyalty of multicultural groups today will be well-positioned to grow with these audiences in the future.

There is no denying that the last two years of the pandemic put health at…

Excerpted from The Innovator’s Handbook: A Short Guide to Unleashing Your Creative Mindset.

Many consumers want brands for other reasons beyond just price-driven value, even as they juggle their budgets.

Bold thinking can unlock endless possibilities in the B2B space.

When you build a culture of understanding and acceptance, the prosperity will follow.

If you want your idea to thrive, it’s important to have an integrated process throughout the idea’s lifespan

As advertisers, it’s imperative to understand these shifts to better understand what’s coming next and to adapt our content and strategies appropriately.

Marketers need to change their way of thinking, shifting from a mindset of where is Gen Z to a mindset that reflects understanding the generation and the content they want to see.

By understanding specific opinions, organisations can better understand where change needs to take place, and determine the direction for future commitments surrounding diversity, equality and inclusion initiative and action. 

All this flexibility highlights the beauty of tapping influencers for your marketing: You’re not handcuffed by just one destination or one partner to attract a customer.

Neumann is the recipient of 12 industry-associated awards including the 2019 OnCon Icon Top 50 Marketer Award as well as the 2015 AMA Atlanta Marketer of the Year Award for Integrated Marketing Campaign, Interactive Marketing & Social Media Campaign.

Yes, choosing a path can be daunting. Be bold, be fearless and take control now.

The best way to win a price war is to avoid engaging in one.

Whoever solves these challenges, and solves them in disparate group contexts — public, private, charter schools, co-op schools — will be a hero to parents and their investors.

What kind of company are you and what kind of company do you strive to be?

Equity was what the Black Upfronts promised black-owned media companies.  Instead, the landscape feels more barren than ever.

When a brand does decide to engage, having the right internal and external team is essential to figuring out what a brand’s values are, what causes are important to them, and how they speak about those causes when the time comes.

It’s time companies switch from the old way of doing things — asking for feedback — and start gathering feedback through their customers’ behavior.

The biggest legacy the Women’s EURO can leave England is a rise in grassroots football – where there are hugely important societal benefits at a local community level to be made.

While every marketer has a few tricks up their sleeves, MrBeast teaches us what it’s like to be a marketing magician, masterfully combining channels and functions to meet the needs of his growing audience.

What’s more detrimental than a public break up of a relationship or deal, is witnessing a brand that bends in all directions to get the deal done, at the cost of losing sight of what it stands for.

Businesses – with the help of experts – can use technical tricks and proxies that help to make comparisons, develop scenarios, or use test & learn approaches.

Fueled by new-gen tech and a boom in digital retail, the back-to-school season will be more profitable than ever this year: but brands that thrive will need to do their homework.

People can’t fault a brand for wanting to turn a profit or increase its target reach, but they can — and will — choose to buy only from one they feel aligns with them and is worth supporting.

Bringing attendees content they can’t look away from will not only give your attendance and engagement numbers a boost, but will turn up the fun in an otherwise mundane process. 

Richard Reeves, Managing Director, AOP discusses why it’s important to not only attract diverse talent, but also retain it, and why publishers can’t be ‘diversity-washing’.

There is no doubt that the club level of the women’s game is still playing catch up with variations in standards affecting credibility, but this is changing.

Political campaigns must use context to meet voters where they are, and at the right moment, to be most effective. And that just might mean meeting a potential voter in the metaverse.

It turns out that what’s good for employees is also good for companies, and it’s time to recognize your employee experience as a high-impact investment in your brand.

With four-day workweeks steadily becoming “a thing,” we wanted to know if it’s possible and, if so, how to pull it off gracefully.

While we hope the uncertainty and craziness of COVID-19 are in the rearview mirror at this point, we can take the lessons we learned and how we evolved as we move ahead.

As people become more aware of the consequences of their purchasing behaviours, they’re looking to drastically reduce their carbon footprints and stick with brands that help them do it.

When launching into a new market, get on the ground, do your homework and educate yourself about that market.

Even if Glastonbury isn’t appropriate for you, wherever your brand is presented with an opportunity to engage in person with customers, these examples highlight how you can present yourself as helpful and credible to make a connection.

The recovery report shows small businesses continue to adapt and prioritize a variety of strategies as market challenges remain constant.

By 2024, Asian American buying power is projected to reach $1.6 trillion

All in all, marketing to the masses is not an easy ordeal. There’s always a fine line between the audience a brand already has and banks on, and the recruitment of new audiences.

More accurately, authentically, and generously representing the Asian American community can help drive cultural change.

If we truly want to make the world a better place through marketing, sometimes the best thing a brand can do is stand to the side and allow the companies that are truly changing the world to have the spotlight they deserve. 

Displays of solidarity are wonderful, but they mean nothing if we don’t put action behind them.

Having a corporate DNA that crosses borders while maintaining unwavering respect for geographic differences in business practices and regulations is the winning formula to multinational growth.     

Supporting employees and cultivating compassion for LGBTQIA+ employees beyond June By Paul LaFleur, Design Director,…

Programmatic DOOH has a large part to play in reaching that valuation by opening up opportunities for brands to make their buying smarter and fully optimized.

As the podcasting world becomes increasingly diverse, best practices for reaching audiences will evolve to reflect the greater number of voices being heard.

Rather than just scrambling for the latest sustainability PR hit around what they market, every marketer can decarbonize their advertising by rethinking how they market. 

It’s imperative for brands looking to make a positive, compassionate mark on the world to do so now, in the tumult of the abortion debate.

We’re diving deep into what’s now, what’s next, and what we’ve got our eyes on in the future. Download the full 2022 Twitter Trends Report to keep your marketing ahead of what’s ahead.

Fostering accessibility across the range of beauty and wellness brand experiences on the internet is a huge responsibility and will take collaboration between agencies and brands to ensure websites have met as many accessibility standards as possible.

Mike Foster, founder and strategic creative director at Straight Forward, explores how brands can take action to spark emotional connections in an era of uncertainty.

Far too often, a Black creative or strategist will share an idea or concept that gets remixed or watered down by their counterparts or superiors, losing all the special vision it once had.

If you want a job done best, hire anyone who cares deeply for something beyond their day-to-day profession. Try hiring a mom.   

For the creative industry (and advertising in particular) to better reflect society, real work must happen.

The rise of staunch individualism combined with a newfound power and freedom to say “no” means brands and businesses need to pay close attention to the wants, needs and desires of women or risk being shut out of life in the new normal.

Sports media 2.0 is very much a living and breathing concept that will continue to converge and evolve.

Choosing your genres, using the right technology, and working with trusted partners can open exciting doors into a world where an audience is engaged, receptive and open.

Conversation is a superpower. But what if we can make it even better?

The more seeds of knowledge that get planted, combined with learning experiences that are created to fertilize the workforce, the more this allows organizations to celebrate successful harvests in the most meaningful ways for all, season after season, and then some.

By Rick Faigin, EVP, Acceleration Community of Companies (ACC) Client Advisory Live music events are…

We sat down with Adform’s Charlotte Kure Juul to discuss her own journey to the C-suite.

The two speeds at which modern culture is conceived and consumed is not only increasingly key to success, but also resetting the very foundations on which modern brands (and the teams behind them) are built.

Created by the brand strategy experts at Twitter Next, #RealTalk provides a new, data-informed look at what it takes to achieve brand distinction on Twitter (and beyond)

The Role of Digitalisation and the Age of Hyper-Personalisation in Attracting Brick-and-Mortar Consumers  By Alia…

Using an inclusive lens for your digital marketing approach isn’t just a way to meet compliance needs, reach more consumers, or improve the bottom line.

Change is happening. A broad spectrum of brands are working diligently to meet the demands of a rapidly-evolving market by connecting with diverse communities of customers and fans.

Jeff Graham, President/CMO of Cactus, Denver Talks About the Changing Dynamics That for the First Time in Years Are Working for Both Creative Talent and Agencies

A global pandemic – the Great Accelerator – has kicked off a period of exponential change that’s only just begun. Now is the time to be bold, step forward and fight to be a part of the world that is still being re-built.

Now’s the time for brands to lead by example, making websites greener and cleaner, not only to attract more customers, but to be part of the change.

Brands should start to anticipate all the unexpected moments that their brand could either support or hinder their ability to connect with their audiences on shared values and goals, and ultimately deliver all their desired outcomes.

By Martin Johnston, Founder and Managing Director at Earth Strategies The natural world is a…

Embrace Black talent all year-round and I can promise you this: Your campaigns will be the better for it.

Utilising high-impact digital advertising opens the door for advertisers to capture the attention of audiences, without interrupting their browsing experience.

There are many ways to approach a brand’s stance on Ukraine; companies need to make an informed and deliberate decision and to support it.

While it’s tempting to declare that social commerce is the future, the truth is, social commerce is trending now, growing at a rapid rate that requires brands to not just plan for its prevalence but to dive in today.

By focusing on aligning monetization models with the needs and habits of this influential age group, publishers can improve their revenue and strengthen their audience ties. 

SXSW is many things, including a cultural, sensory and experiential overload that admittedly inspires and energizes, but it’s also exhausting in scale and impact.

Cultures have blended, and the process inside ad agencies should reflect that. You know it. I know it. But most of you aren’t doing it. You’re just saying that you are. 

These are just some examples of the agility and progression alive in events today. The industry is embracing a great reset – and I believe it will be all the better for it.

Spoilt for choice, online shoppers now have a wide range of options when researching and deciding where to purchase a product.

We are all learning together, but if we can make sure that everyone’s voice is represented in some way, not just those that can afford it, Web3 can reach its ultimate potential.

This episode of The Marketing Insider is dedicated to women in business and features Jamie Blazevich of Buckeye Broadband.

Much of what we have seen over the past two years in retail, is going to remain. Consumers are unlikely to simply switch their phones off and dump ecommerce.

Survey findings prompted CPB London to create a stark poster campaign, ‘Imagine’, to mark International Women’s Day on March 8th.

The Great Reset will be remembered not by its initial calling card of ‘the great resignation’ but by the long-term shift in leaders prioritising learning and sparking the infinite power of the great retention.

For nearly four hours, audiences were treated to a steady parade of people age 50+ on their screens, leaving no doubt that the network and its advertisers had older consumers firmly within their sights.

Is your social storefront ready to meet the expectations of a new generation of consumers? With a new era upon us, patience is not a virtue. Now is the time to get involved.

Tackling disinformation, and disrupting the incentives that create it, is a moral, reputational, and commercial consideration. It also feeds into a much broader narrative about responsibility within our online ecosystem.

In 2022, a larger number of marketers will adopt and refine their influencer marketing strategies as new capabilities allow them to realise their full potential. From social commerce to advanced measurement and distribution, emerging trends are deepening the value of influencer marketing for brands looking to drive quantifiable business outcomes.

If mobile is a big part of your endgame, you’ll need to do a little bit more to push yourself across the goal line and turn that buzz into customers that want to engage with your mobile app. 

Many plan to watch the Winter Olympics on live TV, but publishers should note that highlights are more important for these games than their Summer counterparts.

Gen Z could fuel growth, but they could also limit it. The actual problem, however, is not with Gen Z, it’s with the hard and fast definitions we use to label them.

70+ adults’ rapid digital adoption is one of the most profound technological changes this country has ever seen. We’re entering new territory in marketing and advertising, where, for the first time, brands can reach a game-changing demo online and in a big way.

With mindsets shifting and consumers increasingly speaking the language of #nofilter, brands and their ambassadors might benefit from making some tweaks to their communication style.

At Advertising Week New York, during the panel “Unicorns of New York City,” Pat Kiernan, award-winning anchor at Spectrum News NY1 led a discussion with business leaders from two of the most innovative businesses, built right there in New York, to tell their stories. 

Gamified experiences are most successful when you can tap into a core emotion that motivates intrinsic engagement.

A new pedigree of challenger partnerships is joined by household stars including LeBron James leveraging their own individual sponsorship deals.

Everyone is fighting for visibility and as one of the most far-reaching and ubiquitous forms of media, advertising is essential for picking up the mantle of lasting change.

Gen Z is going to be the generation of entrepreneurs, freelancers, and creatives. As a brand it is going to be imperative to keep your finger on this conversation, stay informed on the needs and wants of the younger generations, and lend your hand in facilitating the new iteration of education.

Going into 2022, nonprofit marketers have a unique opportunity to tear up their old playbooks and forge new territory for their organizations in terms of channel mixes, data sets and audience insights.

People don’t necessarily look at beauty products in the same way they used to, granting new opportunities for brands and doing away with pre-COVID challenges.

If a meme highlights a negative brand perception, work to change that perception and turn awareness into advocacy through an integrated communications campaign.

Now more than ever, it’s imperative for brands to show that they legitimately support causes that are important to consumers, in ways that are not just “lip service.”

The emergence of Hispanics into the American mainstream is the biggest business growth opportunity of our time, and the effectiveness of engaging this group in-culture and in-language has never been more important.  

There is a tangible reason that your product is able to outperform competition or offer customers an advantage. That’s why its essence is quantifiable, and you should ground in that scientific fact.

Although regulations for influencer marketing are still being defined, the industry would welcome more robust guidelines and is taking steps toward implementing this for the benefit of brands, audiences, and content creators.

Black Friday is a crucial day in the retail calendar, and this year, sales are…

Initiatives such as AdGreen’s carbon calculator are enabling  the industry to work towards more sustainable practices and to help reach the goal of being zero net by 2030. But there won’t be change unless the entire industry leans in together.

What do businesses need to consider when it comes to formulating and executing purpose-driven initiatives, and how can they ensure they remain authentic? Here are a few key qualities and approaches shared by the organizations that are successfully doing so.

The data is quite clear that people want brands to align with their values more than ever before, and even companies that have failed to promote sustainability have bounced back when they have made it their main goal.

As you begin or continue your journey toward inclusive work, here are three tips to help you along the way.

Being human and authentic in brand messaging – whether sharing a promotion, apologising for shipping delays, or delivering a tear-worthy Christmas advert – is paramount as ever.

For any brand looking to grow with Hispanics, the time is now, and soccer, often called “The Beautiful Game,” is a fantastic way to connect with this audience. 

Audio enables today’s most powerful influencers and beloved brands to deliver compelling content and build deep, meaningful connections with listeners.

Brand loyalty is down. “Genuinfluencers” are in. YOLO is here to stay. Confused? Fear not – here’s how to re-engage with younger consumers, on their terms.

The pandemic took a disproportionate toll on women, but we’ve got the stats – and the solutions – to build fresh brand-led conversations that will work.

When it comes to marketing across multicultural audiences such as Black, LatinX, and Asian American Pacific Islanders, it’s imperative to target segments authentically, and that’s what is playing out across the industry today.

With increasing power and cultural cache, today’s biggest influencers are creative powerhouses at the frontlines of a rapidly evolving influence marketing industry.

Deborah Stafford-Watson, Head of Provocation & Strategy UK at Elmwood, explores the profound shift in messaging at the core of women’s health care products.

If you’re marketing to women over 40, take the time to understand what that looks…

Today marketers have nearly endless choices, but audience time and attention are tight. People are moving away from many traditional sources, and they’re tired of their screens.

According to Pew Research Center, today in the US, seven-in-ten are using social media. Of that group, younger adults are the most loyal and heavy social media users, creating an unparalleled marketing opportunity.

With the holiday season fast approaching, travelers are making choices we haven’t seen before. But that’s no cause for despair.

By Michelle Scruggs, Performance Media Lead at Google North America The holidays are a critical…

With its exploding population, growing spending power and youthful bent, the U.S. Hispanic population segment represents a lucrative opportunity for savvy marketers.