SIGNALS
Marketing’s Moment of Truth: In an Era Where Anything Is Possible, What Should Brands Do?
By Sebastian Jespersen – making a difference with Globant GUT For decades, marketers have operated within a world of constraints—of media limitations, technological barriers, and an incomplete understanding of consumer behavior. The fundamental challenge was always the same: how do we reach the right audience, at the right time, with the right message, in a […]
We’re All Marketers Now
It’s not often that a business headline captures your attention and then continues to make you think. “Is your entire company thinking like a marketer? It should be.” This simple question and answer appeared in a recent email newsletter from McKinsey, linking to a series of articles. It made me consider how attracting and respecting […]
Navigating Purpose Through the Next Four Years and Beyond
by Anne Bahr Thompson With Donald Trump set to step into the presidency for a second term in January, brands arelikely facing an even more polarized socio-political environment. The stakes for beingpurpose-led have never been higher, as public expectations—and scrutiny—aroundcorporate commitments will continue to intensify. Purpose has evolved to be more thansimply a marketing communications […]
ANA Masters of Marketing Offers a Path Ahead for Marketers
Mid-October traditionally marks the annual ANA Masters of Marketing Conference, a significant week in the calendars of top marketing executives—whether they represent some of the world’s legacy companies or today’s disruptors and challenger brands. The 2024 event occurred last week with the theme of “Setting the Agenda.” Bob Liodice, ANA’s Chief Executive Officer, explained the […]
The Future of Media is Segmentation
A COMMENTARY BY MARCELO SALUP, CEO of PERFORMIST Who are these people? I started my career in the creative department. First in Madrid, then I moved to Miami, got work at DM&B as regional creative director. Then, one year, I just transitioned from “Regional Creative Director” to “Regional Media Director”. That year I made an […]
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 […]
”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 […]