Data is central to business decision-making, as it allows brands to create personalized experiences that consumers have come to expect. However, as more data is collected and analyzed, how can marketers prepare for the challenges that come with being stewards of this precious gold?
Don't miss the inaugural 2019 ANA In-House Agency Conference, March 13 to 15 in Orlando, Fla., to learn practical ideas for establishing an in-house agency and running one more efficiently.
- Jean Batthany, VP of global creative, Yellow Shoes Creative Group, at Disney Parks and Resorts
- Warren Chase, VP and chief operations officer, 140, at Verizon Communications
- Kerri Martin, chief electrofier, Electro Creative Workshop, at Clorox
- Mike Boyd, SVP of marketing at Nationwide
- Leland Maschmeyer, chief creative officer at Chobani
- Patti Cocciolo, global account director, The Hatch, at Cisco
The way forward for brands using artificial intelligence requires definite goals and unconventional insights, say participants in a recent panel discussion. This is where AI comes in, using its ability to perform routine, repetitive tasks and free its human counterparts for more creative thinking.
Transparency is increasingly vital to ad agencies meeting client demands for greater accountability. Crossmedia's Martin Albrecht and Kamran Asghar lay out basic principles of transparency, beginning with stating clear guidelines and using third parties as monitors.
Regulation of influencer marketing is increasing as consumers become more savvy about the practice and concerns about fraud grow, Solberg Audunsson writes. "Both brands and influencers have got the hint that audiences are pretty discerning about dishonesty, and this will continue to encourage effective regulation without the need for policing," he adds.
Calvin Klein launched its first new fragrance franchise in 13 years, Women, with a campaign across Instagram and YouTube featuring actresses Saoirse Ronan and Lupita Nyong'o alongside their female heroes including Katharine Hepburn, Eartha Kitt, Nina Simone and Sissy Spacek. #IAmWomen has featured almost 9,000 Instagram posts since its August debut resulting in 1.2 million organic impressions and 92,000 organic engagements, Coty reports.
BI Intelligence expects spending on influencer marketing to reach $5 billion to $10 billion by 2022, allowing brands to generate even more authentic engagement through social media channels. Brands must focus on a specific creative strategy to effectively utilize and manage influencers in the future.
Social video stars the Holderness Family have updated Frank Loesser's classic tune "Baby, It's Cold Outside" for the #MeToo era, changing its title to "Baby, Just GO Outside." A Facebook video of dad Penn Holderness performing the new song, with lyrics that focus on sexual consent, has been viewed more than 48 million times.
Caroline Framke suggests ways the Hollywood Foreign Press Association could have made the 2019 Golden Globe nominations more inclusive. Her ideas include nominating TV writers and directors, as well as splitting up the supporting acting category according to genre.
Endemol Shine Boomdog has tapped twice-nominated Emmy producer, Jose Lascurain, to lead the organization as vice president of production. He will focus on producing Spanish-language content for streaming services and Spanish networks, Univision and Telemundo.