Imagine Impact held its first Pitch Day on Tuesday to introduce new talent with 22 new television and movie projects, nearly half of which were created by women. The program received 4,000 applications during the five months leading up to Pitch Day.
The Ad Council and R/GA have unveiled a short film for their "Love Has No Labels" push, which is directed by Emmy-award winner David Nutter of "Game of Thrones." The film, "Rising," shows how people unite at a time of crisis and is running across outdoor, cable TV, cinemas, social and the campaign's website.
Fortnight Collective has created a "Vote Every Day" campaign for a group of 25 B Corporation brands, including Ben & Jerry's, Patagonia and Danone North America. The goal of the push is to boost consumer awareness of what B Corporation stands for -- brands that have met verified standards of public transparency, social and environmental impact and are legally bound to balance these aims with profit.
The Interactive Advertising Bureau reports that investment in digital ads spiked 23% in the first six months of this year to hit $49.5 billion, putting it on a trajectory to reach $100 billion for the first time by the end of 2018. Mobile took the largest digital ad spend share at 63%, according to the IAB's Internet Advertising Revenue Report.
Keira Krausz, chief marketing officer at Nutrisystem, leverages an Instagram influencer marketing strategy to better connect and engage with diverse audiences. Krausz also discussed the need to make the brand work across various demographics and appeal to both men and women by aligning them to one overall cause: "The unifying thing is that they're all interested in improving their health, so our messaging skews to healthy living."
Brands that want to build relationships with Generation Z brand advocates can look to blockchain technology to create the transparency this demographic demands. Decentralized technology acts as a tool to give credibility to content both from influencers and in customer reviews.
Telemundo's ad revenue took a 16% leap to $647 million during the 2017-18 broadcast season, thanks in part to its broadcast of the World Cup, per Standard Media Index. Univision posted a 9% drop in ad revenue with $875 million in earnings but remained the Hispanic market leader.
Soccer is on track to becoming the No. 3 favorite sport in the US and may be one of the most significant ways brands can connect with Hispanics, who made up 68% of soccer viewership last year. Companies need more than just the Spanish language to connect with the community, and "the best way to connect with them is through a passion point, so what better passion point than what's rooted within our culture, which is soccer," said SBX Group's Francisco Terreros.
Global marketers are increasing diversity in ads, with 29% showing more women, 19% using transgender models and 14% employing more gender-neutral people, according to Shutterstock. Twenty percent of US marketers are featuring more images of those with disabilities, but 52% say it is hard to do so while visually reflecting their brand; 61% said they were worried that showing gender neutrality in ads could adversely affect their business.
The five holding companies -- Omnicom, Publicis, WPP, MDC Partners and IPG -- whose video and post-production practices were being investigated by the Department of Justice since 2016 all report that they have been cleared of any improper behavior. The investigation was formed to root out any possible bid rigging that would result in the companies illegally driving production work to their own agencies.