The Association of National Advertisers has created a Trust Consortium designed to improve trust between companies and their agencies, after a recent association report found 28% of ANA members surveyed say trust has declined over the past two to three years. "Trust is the foundation of growth and will be restored through full transparency and integrity -- not through realignment or pre-negotiated positions," said ANA CEO Bob Liodice.
Grip Limited's debut campaign for Priceline stars brand ambassador Kaley Cuoco, of "The Big Bang Theory," humorously celebrating how the company helps people find the best prices for their traveling plans. The push is running nationally on digital and TV.
S4 Capital's Martin Sorrell talks about the company's mission to blend content, media and data services to deliver speedy solutions for clients. "We're going back to the 1990s," he says, "But instead of separating media [from creative], what we're doing is reuniting digital creative with media."
Vanessa Erazo calls out Netflix for canceling the critically acclaimed "One Day at a Time" after three seasons, at a time when Latino stories, rather than anti-immigrant rhetoric, should be inundating the platform and the country. The cancellation sparked outrage from the community with #SaveODAAT trending on social media plus support from prominent Latinos, such as Lin-Manuel Miranda, Stephanie Beatriz and Karamo Brown, who called on the networks to pick up the Latino-centric show.
Culture Marketing Council's Isaac Mizrahi highlights 2018 data from MRI-Simmons that supports the idea that Hispanics are part of mainstream consumers who have an impact on sales, whether campaigns target them or not. He calls for brands to connect with Hispanic consumers by actually designing marketing for the community, because the effects on their bottom line will be felt either way.
Best practices help organize companies and reduce risk, but they can also introduce rigidity and keep people from thinking about the best ways to approach a problem, argues Code and Theory CEO Dan Gardner. Instead, create teams with multiple perspectives and departments and designate a "directly responsible individual" on each project to facilitate creative problem-solving.
Baldwin& has created a social campaign for Long John Silver's that's running during Lent and features a new seafood-related song released weekly from Coral Benders, which gives consumers in-store discount coupons when played. The push features original album cover art on Instagram, a link on Facebook to "The Ballad of Long John Silver's" and paid content on Twitter about the brand's new venture into the music industry.
Artificial intelligence is enabling advertisers to more accurately personalize messaging at scale, providing a holistic view of individual consumers through a plethora of data from digital, in-store and mobile behavior, writes Julia Stead. AI is essential for truly one-on-one conversations between brands and their audiences, but "improving personalization in this way requires a bigger investment across the board in talent, time, data and software," she writes.
Many chief marketing officers leverage sharable and interactive experiences to drive brand engagement, such as Royal Caribbean's virtual tours and Bacardi's program that allows users to DJ via Instagram. Bacardi CMO John Burke says, "The idea of fusing tech with marketing and with sales can be a strong driver of business performance. It's a tool that should be in everyone's toolbox."