INDUSTRY INSIGHTS THAT MAKE US GO MM-HMM
Attracting Top Talent Among Major Concerns For In-House Agency, Study Finds
Campaign | July 16, 2019
Keeping teams energized and ability to attract top talent are among some of the major concerns by in-house agency management, according to a new ANA report.
"Managing in-house agency creative content and legal concerns," a joint effort of 111 ANA members…
The Cost of Losing Creativity
Forrester | Jun 18, 2019
Agencies’ creative perspective, the very currency of the business, is at risk and can only be realized by shifting billions from tech to fund creative differentiation.
The marketing industry is woefully out of balance, from agency/client relationships to new business requirements and compensation. The healthy tension of creativity…
Average Tenure of CMO Slips to 43 Months
Wall Street Journal | Jun 6, 2019
Chief marketing officers’ average time in their jobs at the country’s largest advertisers fell by one month in 2018, after improving in the previous year.
Average CMO tenure at 100 of the top U.S. ad spenders slipped to 43 months last year from 44 months in 2017, according to…
Why Monster.com is Going Back to TV Advertising After a Decade
Digiday | May 28, 2019
Monster, the job search site, is putting its media dollars back into TV after a decade.
The company, which was one of the original dot coms, took a decade off of doing top of the funnel brand advertising. During that time, as competitors like Indeed and Zip…
The Kraft Heinz Mess is a Warning to Advertisers: You Can’t Cost-Cut Your Way to Growth
Forbes | Mar 6, 2019
For much of the first decade of the 21st century American companies amassed significant debt and used it to support innovation and invest in their brands. That changed on September 15, 2008 with the collapse of Lehman Brothers and the ensuing Great Recession. Companies became risk…
The Lesson of the Kraft Heinz Nosedive: Radical Cost-Cutting is Out, Brands are Back
Forbes | Feb 24, 2019
Marketing budgets became a key target for the frugality drive of companies ever since the last recession. Last year, budgets had decreased from 12.1% of average revenues in to 11.3% the previous year, according to consulting firm Gartner.
Predictably, with a focus on cost-cutting rather than growth…
8 Top Findings in Gartner CMO Spend Survey 2018-19
Gartner | Nov 5, 2018
Marketing technology spending, customer experience, innovation and personalization mark key trends in marketing leaders’ budgets and attention.
Innovation is alive and well in marketing. Chief marketing officers (CMOs) indicate that 16% of their budgets are…
Pivot to Traditional: Direct-to-Consumer Brands Sour on Facebook Ads
Digiday | Jun 7, 2018
Four years ago, when Rich Fulop founded Brooklinen, the direct-to-consumer luxury bedding startup, the customer acquisition strategy was straightforward for DTC brands: pour money into Facebook ads.
Soon, Brooklinen was spending up to 75 percent…
The New Battleground for Marketing-Led Growth
McKinsey & Company | Feb 2017
In the digital age, consumers are always shopping around. New research shows that hooking them early is the strongest path to growth.
The CEO of a branded apparel company was troubled and began putting some tough questions to the marketing…