The ad industry looks for the best talent in every corner of the world. David Ogilvy is one of the shining examples: In 1938, he arrived in New Jersey from his native England and build an advertising empire. But during President Donald Trump's administration, bringing and keeping foreign employees stateside has become more difficult.
With thousands of foreign employees, the industry has had to be nimble. Those caught flat-footed are often stuck in the middle of a complex political web.
In April, Publicis bought Epsilon for $4.4 billion, less than a year after IPG agreed to purchase Acxiom for $2.3 billion. And in 2016, IPG rival Dentsu Aegis Network spent $1 billion on a majority stake in Merkle, a performance marketing outfit with expertise in digital, search and customer-relationship-management data services.
But all data is not created equal, and marketers need to do their homework before aligning themselves with one company over another.
Avi Dan, founder and CEO of search consultancy Avidan Strategies, estimates that AOR relationships still compose 70%–80% of agencies' revenues but thinks that number has been in decline for the past three to four years and is closer to 50% for small and midsize shops.
The 4A's and Digital Content Next are devising a standardized means of analyzing sentiment on recognized news websites to provide advertisers with more sophisticated brand safety standards, stopping their ads from being served next to hot-button political content.
Most things look cuter when they're in miniature, but does that still apply to something like thousands of cars stuck in gridlock?
A new ad campaign for Swedish public transit service Västtrafik turns toy cars into an imposing illustration of the 30,000 vehicles that could be removed from the road through a current promotion offering drivers in the region free bus transport for two weeks.
Uber Eats' global head of marketing, Nikki Neuburger, heads to Brandweek to discuss engaging consumers and delivering food movements that enrich lives and help communities to prosper. Join the Movement before tickets sell out.
Listen: On this week's episode of Yeah, That's Probably an Ad, we're joined by Marina Filippelli, COO, director of client services at Orcí, and Isaac Mizrahi, COO of Alma, to discuss where marketers are getting it right—and wrong—when marketing to their Latino consumers. Retail reporter Ann-Marie Alcántara also joined for the discussion.
By Tony Rogers, CMO, Sam's Club: Almost everything we work on is connected cross-functionally to multiple parts of the operation. There's the need for somebody to be agile and have the ability to at least be conversant across different functions. Because if you come up only through one silo and you only know that silo, it becomes really difficult to apply your skillset to solve the company initiative. We know we need to get even tighter in connecting sales information to customer service information, and you need people who can have some empathy and sympathy for each other's jobs to solve these problems.
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