Latinas have been the most talked-about demographic, but for many companies, they’re also hardest to understand, asserts Mónica Gil, chief marketing officer and executive vice president of NBCUniversal Telemundo Enterprises. “Many brands are using outdated data and strategies trying to reach Latinas,” Gil says. “Brands need to see Latinas as they are today, versus using past perceptions.”
Starcom’s Sheehy: Keys to Unlocking Transformation and Growth
No industry is exempt from upheaval of today’s disruptors. That means every organization needs to transform the way they operate — especially how they use data and engage customers — if they are to grow and thrive. “The ecosystems are more complex; the challenges with technology are complex and expensive,” said John Sheehy, Starcom Worldwide’s global brand president. “So, marketers looking to unlock growth should focus on doing fewer things better, faster.”
Rent the Runway, Glossier on Crafting Magical Experiences
The line snaking down about four flights of stairs was a clear indication that Advertising Week attendees were keen to learn the strategies behind Rent the Runway’s and Glossier’s continued successes. Those strategies boil down to two simple, yet expansive feats: listening to customers and creating magical retail experiences.
The Customer Data You Didn’t Know You Needed
That 24-year-old sports enthusiast watching Major League Soccer on Univision and that 65-year-old news junky listening to NPR may not actually be in your target audience. Not everyone in a demographic will be, and that’s OK. There are other types of data that can effectively help you home in on the consumers who could turn out to be your next high-value customer.
Sorrell, Whipple: “Agencies Aren’t Exempt From Change”
Two ad industry titans — Sir Martin Sorrell, executive chairman of S4 Capital, and Brian Whipple, CEO of Accenture Interactive — addressed a packed house at The Drum Arms’ activation at the Cannes Lions festival yesterday (18 June), each weighing in on key issues facing advertising.
Meet the CMO Powering the Growth of Angi Homeservices’ Three Rival Brands
Investors are bullish on Angi Homeservices. The firm has delivered 17.80% earnings per share growth and 35.70% revenue growth over the past five years, according to Auburn Digest. A big driver of that growth: a marketing strategy that repositioned former adversaries — HomeAdvisor, Angie’s List, and Handy, which compete for customers who are looking for contractors they can trust with home improvement projects — giving them a new, common competitor to unite against.
Thrive Market CEO: “Consumers Don’t Just Want Value, They Want Values”
Organic food delivery service Thrive Market has one prodigious asset that nearly all marketers covet: more than 1,000 points of useful customer data that it harvests for everything from personalization to product development.
Univision vs Telemundo: a Fierce Battle for US Hispanic Audiences and Ad Dollars
Telenovelas are known for their fiery passion and drama. That same passion is playing out this upfront season, as Univision Communications and NBCUniversal’s Telemundo Enterprises battle for the attention of US Hispanic audiences and the advertisers attempting to reach them.
Sorrell Wants “Slow Growth” Traditional Advertising “Expunged”
Sir Martin Sorrell has shared his fast-paced vision for S4 Capital during a lecture at The City College of New York.
“I don’t want to have anything to do with anything traditional,” Sorrell said, in discussion with professor Michael Farmer, author of Madison Avenue Manslaughter. “I want it expunged. It’s slow growth.”
Mack Trucks’ Marketing Chief Blurs B2B and B2C Strategies
“We’re using every tool in the toolbox to amplify our message and sell more trucks,” John Walsh, Mack Trucks’ vice-president of global marketing, said during a fireside chat at Oracle’s Modern Customer Experience conference. Those tools include some very B2C-like influencer and video marketing strategies, which Walsh balances with more traditional partner marketing.
