John McCarthy explores the growth of agencies specializing in voice, such as Mindshare's dedicated consultancy and its Gold Cannes Lion-winning campaign for Honey Nut Cheerios that hacked Alexa for Amazon's 2018 Prime Day. Voice is "not quite the wild west but it's certainly not established yet," says Mindshare's Jim Cridlin, adding, "[t]here is so much opportunity for brands and agencies to get creative."
Mono has bolstered its leadership team with the appointment of former Publicis Sapient executive Jose Acosta to the new role, director of integrated production. The agency has also promoted Steve Lynch to director of strategy, whose first goal is the integration of the shop's brand and connections strategy departments.
The number of Association of National Advertisers' members with in-house agencies has grown from 58% in 2013 to a current 78% with most relying on these teams for digital creative projects, strategy-related assignments and creative chores, according to an association report. Many members are concerned about attracting top-tier talent and keeping staff energized, with the report suggesting companies highlight positives like job security and sane hours and having creatives work on different brands and categories to attract talent.
Direct-to-consumer brands, publishers and agencies are having a tough time finding marketing executives with the skills and acumen to grow their businesses online, writes Cale Guthrie Weissman. Gap, Eileen Fisher and other brands are looking for "performance marketers" but find analytical and creative skills are varied, aren't always suited to their particular needs and have to keep up with an evolving digital marketing landscape.
Facebook has released an infographic providing best practices to video marketing, which recommends shorter lengths for teasers, ads or polls and long-form content for developing narratives or livestreaming. Other tips include hooking mobile audiences with vertical formats and close-up shots, avoiding engagement bait tactics and ways to ensure content shows up in search.
Some VidCon attendees in Anaheim, Calif., called YouTube's midroll ads annoying, especially the back-to-back ad pods. These young superfans are somewhat tolerant of the ad load given that YouTube's platform is largely free, though more casual viewers may reject interstitial ads that mimic the TV experience, Tim Peterson writes.
New state figures from Univision show growth in Hispanic voters, and its 2020 Vota Conmigo push aims to spread the word about voter registration and upcoming elections. CEO Vince Sadusky says, "This new data ... further demonstrates that Hispanic voters are a crucial demographic and any candidate or issue group that wants to win must get their message out to Latinos."
Hallmark's new collections celebrate a variety of cultures, including Love Ya Mucho cards in the Vida line in English and Spanish for Latinos. Chief Marketing Officer Lindsey Roy says, "As the world changes, our cards are also changing to help as many people as possible experience the power of a card in ways that are unique and relevant to their cultures."
Matt Barash, AdColony's head of strategy and business development, writes that videos in games and other mobile apps have greater reach than television channels. Barash also says that in-app video outperforms social media in terms of brand safety and creative potential.