For months now, marketers and media buyers alike have been focused on near-term rather than long-term planning. That mindset is likely to continue for the foreseeable future. The near-term focus has already continued throughout the third and now the fourth quarter of this year — with some marketers so focused on meeting fourth-quarter goals to
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IPG Mediabrands is expanding its creative content practice with the launch of Mediabrands Content Studio (MBCS) globally across 12 markets. MBCS is a data-driven content practice built on the intelligence and insight that media provides about which content connects brands with people in the most compelling and personalized way. MBCS will focus on creating content
In today’s fragmented media landscape, the message has to fit the medium. Media agencies are often in the best position to make that link because of the audience data they sit on and their expertise across media platforms. That’s why IPG Mediabrands said on Tuesday it’s formalizing a content offering across its agencies — UM,
Marketers are looking at more data, more often as they try to navigate the unpredictable developments of 2020. Spirits maker Bacardi Ltd. and Daimler AG’s Mercedes-Benz have turned in part to a dashboard of analytics, for example, that was introduced in May by their media agency, Omnicom Group Inc.’s OMD Worldwide. It pulls in 35 data sources across 30 markets
By Eileen Kiernan, Global CEO, UM The past year has reshaped consumer behavior, disrupting how businesses work and driving marketers to pivot and innovate. E-commerce accelerated by a decade in a matter of months thanks to COVID-19, causing nearly half of small businesses to close and forcing brands to rethink strategies for the future. The nationwide
Brands including KitchenAid, Verizon, and Procter & Gamble are producing more documentaries than ever. Their popularity is due to streaming’s growing popularity, the rise of purpose-driven marketing, and viewers’ growing dislike of interruptive ads. Filmmakers, directors, and streaming platforms have also become more receptive to working with brands. The trend has accelerated during the pandemic
Eager as ad buyers were for major sports like the NBA and NFL to return to TV, many were anxious about how the volume of sports on TV going from famine to feast would affect viewership. So far, the results have been a mixed bag. Live sports on TV remains the best option for advertisers
Digiday recently reported that Discovery, Inc. had informed ad agency executives they would be launching a direct-to-consumer streaming service in early 2021. Although there has been no official announcement, it is expected to be called Discovery+. (The Information reported that Discovery filed a trademark for Discovery+ on July 10.) According to the report, Discovery+ will offer subscribers an
UM has appointed Mark Oben-Pepra as managing director EMEA for its J3 division – the specialist cross-capability team established to manage the agency’s largest regional client, Johnson & Johnson. He was previously managing partner at OMD. Read Full Article On Campaign.
Ts&Zzz is a podcast to help you fall asleep by reading the most boring text on the internet; terms of service agreements, terms and conditions and privacy policies. Launched by Scott Elchison, Manager, Partnerships, IPG Media Lab, on April 1st, the podcast’s case is that “We have all agreed to countless numbers of these contracts
