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WHY Report

December 16, 2016

With Email to Millennials, You Just Don’t Know If They’re Going to Open It

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Younger millennial email users are more hit or miss than older US email users when it comes to opening marketing emails, with larger percentages either always or never opening those messages.

You’ve got mail.

December 15, 2016

It's All Part of the Packaging: How Marketing Can Solve the Problems Food and Drink Brands Face

Screen Shot 2016-12-15 at 11.20.53 AM.pngThe food and drink industry faces criticism from every angle. From government regulations on the advertisement of alcohol, society’s pressures to keep trim and slim and ‘Lean In Fifteen’, to the impact of waste and resource on the world’s rising temperature; food and drink brands have to cater for any possible criticism.

How sweet it can be.

December 14, 2016

The Undoing and Redoing of Food

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The nation’s largest food companies now face competitive pressure from two different directions. From one side, there is a movement toward simplicity — simpler recipes, fewer ingredients, less processing. A nice way to label this shift toward simpler foods is “the undoing of food.” At the same time, and from the opposite direction, there is the “re-doing of food” — a process whereby entrepreneurs take on existing categories and seek to reinvent them in a way that improves on the incumbent.

Unfeed me.

December 12, 2016

Consumers More Likely to Open Marketing Emails During Holidays

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Online shoppers are 68% more likely to open a retailer’s email during the holiday season than at any other time of year, according to a recent study from Adlucent. In addition, 32% of online shoppers suggested that they would be more likely to click on a retail ad.

Holiday mode on.

December 8, 2016

The Rhythm of Food

Screen Shot 2016-12-08 at 1.27.51 PM.pngHow do we search for food? Google search interest can reveal key food trends over the years. From the rise and fall of recipes over diets and drinks to cooking trends and regional cuisines. What can we learn about food culture by analyzing the yearly cycles in search interest for food, dishes, ingredients, and recipes?

The many facets of food.

December 7, 2016

Overmonetized Influencers and Pesky Millennials: What Brands Are Worried About Right Now

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Digiday asked brands to “map out” what is really on their minds when it comes to challenges in the brand marketing space. Each individual mind map was then used to create one giant composite chart to try and envision what really is occupying the headspace of top brands right now.

Get in their head.

December 6, 2016

5 Charts: Forecasting the 2017 Global Ad Market

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Recent reports indicate that China’s advertising growth will continue to outpace other large international markets and that digital ad spend will finally usurp TV ad spend next year. Researchers also predict that mobile will take up nearly all of the global advertising growth and that social video will be a major driver of mobile’s growth.

'Tis the season for planning.

December 5, 2016

TV Ad Market is Stabilizing, CBS Research Chief Says

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CBS expects broadcast TV's overall ad revenue to remain steady in 2017. Excluding the effects of the Summer Olympics, broadcast TV ad growth next year will be about 4%, roughly in line with 2016, David Poltrack, chief research officer at CBS, said. The TV ad market is showing more stability compared to the last several years, and an increase in GDP growth, an acceleration in consumer spending, wage growth and pickup in retail sales are positives for 2017.

Steady...steady...

December 2, 2016

5 Things You Need to Know About 2016's Must-Have Toy, Hatchimals

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Hatchimals may seem like they became this holiday season’s "it-toy" overnight, but the Furby-esque stuffed animal, which children coax out of an egg with 30-plus minutes of nuzzling, didn’t come out of nowhere. Launched globally on Oct. 7th, Hatchimals is the result of some pretty ingenious marketing, and comes from a company with a long track record of generating buzz. Here are 5 things marketers need to know about the craze.

Can adults get in on this?

November 21, 2016

Age of Abundance: How the Content Explosion will Invert the Media Industry

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Over the past century, technological advancements have massively reduced the cost and time needed to create and circulate content. Though this has liberated artists, consumers are now drowning in a virtually infinite supply of things to watch, listen to and read. The answer to a world where attention is the key constraint, not capital or distribution, isn’t Big Media – it’s the Influencer Curator.

No one to blame but ourselves.

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