Recent analysis indicates that "marketing as [an organizational] function is less valued today than it once was," while technology roles are increasingly important. Analysis authors attribute this change to numerous factors, including a decrease in retail and manufacturing, a shift in consumers learning about products and services online, and more brand acquisitions versus organic development.
The Association of National Advertisers filed an 18-page document urging the state attorney general in California to postpone enforcement of the California Consumer Privacy Act for six months. "This short forbearance will give businesses the time they need to comprehend and effectively implement the rules to help ensure consumers may appropriately benefit from the rights afforded under the CCPA," ANA said in the statement.
Viacom International Studios and film company Infinity Hill will co-produce Spanish-language features under a first look development deal. "We'll work on English-language features but also local language offerings, not only in Spanish. We do admire other people's talent, regardless of language," says Viacom executive Axel Kuschevatzky.
Lisa Torres, president of Publicis Media's Cultural Quotient, oversees 140 multicultural experts and recently faced breast cancer. She offers advice to women and people of color hoping to break into the ad business, "You are in a position of power -- that's how you should walk into the room," adding that Publicis Media reaches out to young people with a multicultural talent and engagement program.
Leading PR executives share insight into lessons they've learned that have helped them develop and improve strategies such as Corberry Digital's Michael Fox, who stresses the importance of planning, measuring success and making adjustments. LED Truck Media's Jonnathan Trilleras believes in the power of solid research and BrandActive's James Burn reminds readers to "respect the time and effort it takes to dream up and implement effective PR strategies, and learn to be patient."
McDonald's communications leadership recently took steps to simplify its structure by reorganizing its global communications teams to focus on three areas, including strategies and campaigns, core capabilities for strategic and international communications and media relations and inputs, which includes insights and issues, according to an internal memo. "We needed to rewire," McDonald's Michael Gonda said.
Facebook is making it easier for brands to utilize its Creator Studio with a mobile app that's iOS and Android compatible. Marketers can use the app for a variety of functions, including viewing Facebook Page metrics for different day periods and scheduling, publishing and making changes to posts.
Deutsch LA created a Los Angeles pop-up for The California Milk Advisory Board, which played on the popularity of CBD products -- in this case referring to "California Based Dairy" -- and offered attendees a range of free dairy samples. "It started with the insight that dairy has the ability to enhance your mood," says Deutsch LA's Brett Craig, which led to the thought that "dairy products are the original 'CBD,'" he says.
Terence Reilly, Crocs global chief marketing officer, attributes the brand's 20% year-on-year growth to a campaign focusing on "making the classic silhouette an iconic symbol," a novel KFC collaboration, TikTok activations and an-in house team that's adept at amplifying messaging and conversations. "[We've] just been really fortunate to have a fast-moving team of marketers here who have really helped to rejuvenate and reignite the brand," said Reilly.