The Association of National Advertisers revealed a new extension to its #SeeHer movement at Cannes Lions -- a #WriteHerRight platform that provides storytellers with a forum to discuss gender inequality and tips on how to remove unconscious bias in narratives. "We believe that by inviting storytellers to join our movement, we are that much closer to the day when all the images that women and girls see in the media not only mirror the real world but reflect a society they want to live in -- and that is good business," said #SeeHer chair Stephen Quinn.
Sources report that Toyota is cutting its marketing budget and investing more in research to compete with new rivals, and the company has parted ways with the China division of Dentsu. The automaker plans to spend more on nontraditional advertising and invest in emerging technology, such as self-driving vehicles, sources say.
360i's new spot for HBO's "Westworld" unveils the show's new Amazon Alexa skill, "The Maze." Fans who ask Alexa to "Open Westworld" can play an audio interactive game where they choose their own path as a "host," encountering characters who offer clues, with up to 60 narratives available.
Today's media landscape brings new challenges for marketers, and marketers are turning to video to capture attention. Twitter collaborates with over 30 premium video content partners, giving marketers greater opportunities to reach their audience. Read how video on Twitter supports your marketing strategy.
Twenty-nine percent of women in ads and media are negatively or inaccurately portrayed, even though ads promoting gender equality achieve 10% higher trust and 26% more sales, an ANA #SeeHer study finds. Procter & Gamble's Marc Pritchard outlines what marketers must do to champion gender equality, including committing to achieving gender parity for creative leadership roles, joining the #SeeHer initiative and celebrating the "best work from women creatives around the world and telling their backstories for inspiration."
Brands must reflect a strong vision, exhibit their values and have a distinct personality, writes Alan Siegel, who offers 10 tips for marketers such as the authentic communication of a brand's conscience and being nimble enough to respond immediately to criticism. Ultimately, "all organizations with a distinctive voice have a visionary leader who is unwilling to compromise the brand's core values," he writes.
Instagram has unveiled its long-form video app and hub, IGTV, which lets creators post videos up to 60 minutes long in vertical, full-screen view. The move challenges both YouTube and Snapchat, writes Sahil Patel, and if the company gets the revenue model right, with the platform's "1 billion monthly users now, Instagram and IGTV will be hard to ignore," Patel writes.
Don't miss the 2018 ANA Masters of Marketing Conference, October 24 to 27 in Orlando, Fla. This signature annual event features enlightening sessions, a wealth of networking opportunities and top-notch evening entertainment.