INSIGHTS
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 […]
What’s on the Minds of Marketers in 2024?
A Year of Complexity Ahead, but a Year that Will Demonstrate the Essentiality of Marketing’s Role in Both Business and Society. Yes, TODAY’S MARKETERS face a long list of urgent priorities… However, 2024 is shaping up to be a very different year. Marketing leaders are now tasked with expanded responsibilities of extraordinary complexity and greater accountability— from external concerns to internal aspirations, from accelerating technological developments to shifting consumer mindsets. And while many marketers admittedly feel a sense of overwhelm at the pace of change and the need to become expert on so many new subjects, smart marketing executives are now recognizing their time has come.
What Role Should Brands Play in a Global Crisis?
Is Marketing’s Role in Society Equally Important as its Role in Business?
Once upon a time, brands and politics didn’t mix… or at least some topics were considered taboo by most organizations. The rise of social media, the constant expression of personal opinions, the speed at which misinformation flows, corporate interest in customer values, and even commitments to purpose, have changed how many brands communicate in a post-COVID world. Yet, when complex geopolitical issues intensify and combine with entrenched and often fiery viewpoints, it can become challenging for many products, services, or companies to serve the best interests of all their stakeholders.
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 […]
Is Marketing at an Inflection Point?
Are we now facing a time that dramatically changes marketing’s role in both business and society? According to The Internationalist‘s recent Insights Survey, 68% of respondents agreed that Yes– Marketing is at an Inflection Point. One savvy respondent offered a comment that sets the tone for many CMOs: “Yes, we are at an inflection point, but marketing has two directional shifts to […]
INTERNATIONAL WOMEN’S HISTORY MONTH: Contradictions or Progress?
Before International Women’s History Month ends, I wanted to acknowledge the many uplifting posts about women in the workplace, but also point out some conflicting, and quite confusing, findings from articles and studies published or reposted this month. I couldn’t help but notice several contradictions about women’s evolving roles, so I attempted to look beyond the headlines […]