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NEWS & VIEWS – ARTICLES Making predictions about anything is a fool’s errand, which got me wondering why I was put in charge of it this year. But, with a firm grasp of industry trends and a little imagination (plus a Magic 8-Ball, a Ouija Board and a piece of yarn that a cat had spit up), I was able to divine some slam-dunk predictions for the coming year that would make Kreskin weep. Here goes: The Multicultural Mix By Josh
Martin When Proctor & Gamble wants to develop a new beauty care product, nothing moves until key multicultural consumer panels give their approval. The company doesn’t just test a product; it also uses panels to get feedback on advertising, marketing and product packaging. P&G’s strong relationship with its diverse consumer base is underscored by a multichannel communications effort that incorporates a wide range of media and special events marketing techniques. The
Big Whitewash By Hadji
Williams After 13 years as a copywriter, I’ve noticed three perennial constants: 1) an increasing number of failing ad campaigns and marketing strategies, and a growing number of confused and frustrated clients, colleagues and ad critics; 2) the increasing cultural and ethnic diversity in America; and 3)the mind-numbing lack of ethnic and cultural diversity within the ad industry.
Viewpoint: Why
do the best and brightest pick the FBI over ad agencies? By Joe
Dell’Aquila and Darryl Lindberg A recent issue of Fortune reported the top 100 places to work for M.B.A.s, and while the FBI was No. 99, there was no advertising agency or holding company on the list. The Business Case for Diversity By
Cassandra Hayes Corporations are under continued pressure to improve their bottom lines. The fast-pace, ever-changing face of today’s customer and the products and services they’ve come to expect only increase the pressure. Companies must not only meet these demands, but also do it with the right people in place who can determine and evaluate the needs and then deliver them. |
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