Survey: Consumers unimpressed by data-driven ads | Casper CMO talks rapid brand growth | What inspired P&G's Pritchard to champion inclusion
October 17, 2018
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Survey: Consumers unimpressed by data-driven ads
A Janrain survey of consumers reveals little evidence that targeted ads are achieving their goal of heightened relevance. Results also reveal a high degree of consumer trust in brands but a preference for "consent-based relationships" amid growing concerns over data privacy.
MediaPost Communications (10/15) 
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Infographic: The Life of a PR Professional
Public relations and communications teams are faced with any number of scenarios requiring immediate attention daily. Download this infographic to see what PR teams deal with regularly and how real-time information from social media helps them prepare for any scenario.
CMO Insights
Casper CMO talks rapid brand growth
Casper's chief marketing officer, Jeff Brooks, is working to catapult the brand into being a competitor in the mattress space -- as it brings brick-and-mortar stores into its fold -- by focusing not on mattresses but on improving the consumer experience. Brooks reports that this fills a need for a better customer experience: "[F]or over a hundred years a few players controlled virtually all the supply and distribution in (the mattress) category and chose not to innovate or really think about the customer experience."
Retail Dive (10/15) 
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What inspired P&G's Pritchard to champion inclusion
Procter & Gamble marketing chief Marc Pritchard spoke at last month's Adcolor conference about experiences that ignited his passion for inclusion and diversity, such as feeling compelled to hide his Mexican heritage as a youth and being challenged by African-American employees about P&G's lack of progress in increasing representation and market share. "Each of us can make a difference every day using our voice, and when it matters most, pick up and take the bold stand," he said.
Adweek (tiered subscription model) (10/15) 
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Innovation at Work
CVS touts in-store beauty experiences with 360-degree ads
CVS touts in-store beauty experiences with 360-degree ads
(Justin Sullivan/Getty Images)
OmniVirt's 360-degree interactive spots for CVS showcase the retailer's new BeautyIRL experience available in flagship stores. The ads allow viewers to immerse themselves in the store experience and control which products and services they want to home in on.
MediaPost Communications (10/16) 
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Listerine, Snickers woo Chinese consumers with Alibaba insights
Johnson & Johnson partnered with Alibaba's Tmall Innovation Center to determine why Chinese consumers weren't receptive to Listerine and found that floral and fruit flavors were preferred, prompting the creation of two new products. Meanwhile, Mars used data from the Center to create a chili-infused Snickers bar to appeal to Chinese tastes.
Adweek (tiered subscription model) (10/15) 
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Trending Now
Strong holiday sales expected via digital
Strong holiday sales expected via digital
Digital sales will increase by between 17% and 22% this holiday season, in comparison with 2017's 16.6% rise, hitting between $128 billion to $134 billion, according to Deloitte. "Shoppers are using more online sources than ever: apps, wish lists, online gift registries, social media and blogs have all gradually grown over the past three years," said Susan Wu of Forrester's ForecastView.
Marketing Land (10/15) 
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Programmatic buying increasing, in-housed by 17% of brands
Some 17% of marketers have shifted programmatic media buying in-house from agencies, and 24% report that they partly manage it internally, per a member survey by the Association of National Advertisers. An upcoming report from Magna states that programmatic now accounts for the majority of media buys.
MediaPost Communications (10/15) 
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PR Council Updates
CEO Conversation Webinar: Startup to Salesforce Acquisition: Marketing's Role in Scaling High-Growth Companies
Join Mike Santoro, president at Walker Sands Communications, and Matt Schmeltz, CMO at CloudCraze, as they dive into how communications agencies can position themselves (and their digital capabilities) effectively to the CMO and the critical role that marketing plays in scaling high growth companies. How can you leverage marketing to scale your business? How do communications agencies fit into the equation? Matt will discuss his realization that PR should be seen as the first phase in driving business, and how his role as a CMO led him to this conclusion. Register here for November 6th.
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Executive Education Workshop: Harnessing an Analytics-Driven Approach to Fuel Optimal Targeting, Activation and Measurement
Led by Jennifer Gottlieb, resident W2O Group, and Kevin Johnson, president W2O Analytics, the next workshop in the PRC's Executive Education series will provide examples of how data can be woven throughout the research, strategic and creative process and be applied to full omnichannel PESO activation. The customer has spoken and is speaking in real time, so we have to keep our ear to the ground, listen and tailor our communications for maximum impact. Register here for December 4th.
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