The last presidential election revealed a shifting political landscape, which prompted Y&R to send 14 strategists across the US in a bid to discover the "real America." Y&R's Alexandra Burke writes about the agency's findings, including discovering that many Americans identify with niche communities over nationalism, explaining, "In the end, what we see in today's America is ultimately very American -- the desire to create one's own identity."
DISH Network is reportedly reviewing its creative business, and incumbent Camp + King has declined an offer to participate. The brand invested nearly $300 million in measured media in 2016 and $203 million in the first half of last year, Kantar Media reports.
Brands such as Birchbox, HelloFresh and L'Occitane are looking to create meaningful, long-lasting partnerships with influencers by launching in-house marketing teams dedicated to creating and managing influencer partnerships. "[B]rands don't need to go out and find influencers every week or every month. ... Economies of scale apply here," explains #Paid co-founder Adam Rivietz.
Social marketers are not getting the full picture of the value of their content, with measurement limited to specific platforms and posts instead of taking into account the broader impact across social media, writes Brian Killen. He cites the example of a Forever 21 Instagram post generating an earned media value of $21,563 for the brand, but the same content -- when pinned on Pinterest -- earned an additional $121,050.
China, India and the US rank first, second and third respectively in the number of app downloads globally, according to App Annie. Worldwide, App Annie reports app spending totaled $86 billion last year.
Anticipating the possible legalization of sports gambling in the US, Verizon is considering entering the multibillion-dollar industry, sources say. The New York-based carrier has reportedly met with consultants and legal experts on entering the market.
Implementing an agile project structure that embraces smaller project milestones and breakdowns improves the productivity and success of agencies, writes Chris Denny. Worrying less about revenue and focusing on profitability improves customer relationships and office morale, he writes.
News Corp.'s Rupert Murdoch has declared that Facebook should be paying for the news content shared on the platform from premium publishers, as it enhances Facebook's reputation and combats fake news. "If Facebook wants to recognize 'trusted' publishers then it should pay those publishers a carriage fee similar to the model adopted by cable companies," he said.
ITWP has developed the Insights on Demand Consortium in partnership with L'Oreal, Nature's Way, Procter & Gamble, Nestle, AKQA, W2O, Harris Interactive and Simmons Research to share consumer behavior data and improve digital ads. The consortium will initially collaborate via a private LinkedIn Group.