Venables Bell + Partners tapped Luis Badillo Jr. to show off Reebok's Fast Flexweave technology. A fast-paced teaser, "The World's Fastest Feet," will be released on the brand's YouTube channel, with a global campaign set to debut next month.
National advertising minutes on television were up 3.9% to 11 minutes each hour in January, the biggest rise in more than three years, per Pivotal Research Group. The increase helped ad impressions keep to a single-digit drop of 7.3%, instead of hitting double digits, said analyst Brian Wieser.
Advertisers have to view risk as an opportunity, not something to be feared, and harness technology and culture to bring ideas to life, write Uber's Ian Chee and Redscout's Jonah Disend. "We can't just rely on the way things were always done, because that way will eventually become irrelevant," they write.
When initially rolled out, Amazon's instant-order Dash Button was thought to be a joke; however, by early 2017, the system was seeing as many as four sales a minute, according to TechCrunch. The success of this program is due to Amazon's focus on the customer experience, as customers are increasingly demanding to be able to order items wherever and whenever they want.
The chief marketing officer for the PGA Tour, Joe Arcuri, intends on making new fans his biggest priority for this year's event. Arcuri notes that new fans are required for growth and reports, "We've been shaping our marketing plans through a fans-first lens to ensure that our media, our partnership deals, our content across all platforms, right to our on-site tournament experience, will allow us to reach beyond that core fan and attract new fan segments. "
Digital disruption and a world where consumers quickly scan through a sea of content mean that the old agency model is crumbling, and the shops that maintain success will be those that can deliver seamless collaboration across multiple disciplines, writes Mistress' Amir Haque. "The new agency model is focused on rigorous, creative solutions to authentic client pain points that deliver outcomes at today's speed," he writes.
Pivotal Research Group's Brian Wieser has downgraded his stock recommendations for Publicis, WPP and Interpublic from "buy" to "hold" based on market factors. "For longer time horizons beyond 2018, we continue to look at the sector favorably, as we think that agencies are durable businesses, and flexible ones, too," Wieser notes.
Targeting Hispanic consumers does not require approval of an additional budget, writes Hernan Tagliani, but can happen with reallocation of current dollars. When running a small pilot campaign for the Hispanic market, keep cultural relevancy and media diversification in mind, he writes.
Latinos are increasingly powerful in the US, both culturally and economically, but the stereotypical portrayal of them in typical entertainment overshadows that growing power to many Americans. Beatriz Acevedo, co-founder and president of mitu, offers advice to marketers on overcoming that blind spot and tapping into a growing market.
Pandora has announced that advertisers can now buy its audio ads programmatically via The Trade Desk, AdsWizz and MediaMath. Pandora CEO Roger Lynch talks about attracting users with an on-demand service for its ad-supported streaming and how the strength of its user data means advertisers are able "to create thousands of versions of an audio ad easily and efficiently" for the most effective personalized experience.