COMMENTARIES
Are You Using AI to Interrupt or Interact? Redefining Consumer Relationships
In the era of digital transformation, marketing strategies are constantly evolving, and with the advent of AI, the possibilities seem endless. AI has become a pivotal tool in the arsenal of marketers, enabling unprecedented levels of personalization, efficiency, and insight. However, as we stand at this crossroads, it’s crucial to pose a fundamental question: What […]
Hijacking Hearts, Not Screens: The Stealth Revolution in Marketing
In an era where digital landscapes are cluttered with advertisements, the challenge for marketers is not only to capture attention but to hold it meaningfully. When steered by a nuanced strategy, technology holds the promise of revitalizing marketing and advertising, making these disciplines relevant and essential threads in the fabric of consumer-brand relationships. This is […]
”Woke Up Call”: Universities Need a Brand Reboot.
Many of America’s most renowned colleges and universities have been in the headlines for all the wrong reasons. In the wake of turmoil over colleges’ responses to the latest social and geo-political uproar, a much deeper fissure has been laid bare that has the potential to break the brands that elite schools count on to […]
Has CMO become an impossible job? Five industry leaders share their view.
The World Federation of Advertisers (WFA) asked five industry leaders to offer their reading on whether the CMO has become an impossible job. Is the trend toward new marketing titles and segmented roles a cyclical fad or an indication of a deeper problem? Recently, there has been another round of well-documented cases of companies reorganizing […]
Cookie Deprecation: Are We Really Facing the Final Farewell?
Current market consensus is that cookies will likely go away… eventually. Despite four years of discussion about the “imminent death” of these third-party identifiers, news of their demise has been greatly exaggerated and will occur gradually, probably extending well into 2025. However, there may be a chance that their end might not consist of complete […]
Transcending the CEO-CMO Understanding Gap
There’s little doubt that the CEO-CMO relationship is business critical. The last few months have seen several authoritative studies that consider CEOs’ understanding of marketing, as well as their perceptions of CMO performance. While there are obvious differences in the research, when the studies are looked at together, several interesting trends emerge that paint a more […]
WHY LATIN AMERICA IS OUT OF LOVE WITH THE LEFT
John Price of Americas Market Intelligence (AMI) focuses on the issues that affect investment in Latin America. If marketing is one of the main drivers of earnings, growth, and valuation, these considerations matter to how companies and brands choose to expand or contract in the region—whether it be decisions to operate in specific markets or […]
Agency Searches and Reviews: What Type of Consultant is Right for You?
A very smart and knowledgeable industry leader recently told us that he thought a pitch consultant and a search consultant were one and the same. As a result of that comment and queries from several marketing and procurement clients about different types of internal and external consultants to help manage the complexities and intricacies of […]
Sports marketing regrets from a former CMO — (and thoughts on effective use of your 2024 sports marketing budget)
I stand before you with serious sports-marketing regrets. I’m a three-time B2B CMO who made marketing investments in basketball, soccer and golf during the last five years of my marketing career and evaluated a slew of others (F1 and NFL among them). I should clarify: I invested in men’s basketball, soccer and golf. Given what I do […]
ANA Masters Highlights How Legacy Brands Have Embraced Reinvention to Grow New Markets
“Acknowledge and recognize unprecedent disruption. Yesterday’s practices will not work today. What got you here will not get you there. Rethink everything– consumer insights, ads, experience, not just methodology, but everything! Even ask, ‘What is loyalty?’ Everything must be reinvented.” … Raja Rajamannar, Chief Marketing and Communications Officer- Mastercard October marks the annual ANA Masters of Marketing— a significant week in the […]