Summary
Mondelez International, the snacks group, is steering its marketing model away from targeting demographic "clusters", and towards tapping distinct "cultures", made up of consumers with a similar mindset. This shift has been encouraged by the rise of trends like multiscreening, where viewers with shared passions and preferences gather on social media to talk about their favourite TV shows in real time. Engaging such audiences has already doubled the effectiveness of Mondelez International's television spots, and also provides for unique moments of digital engagement.

Summary
This paper examines the challenges of including digital data in marketing mix models and suggests some best practices for determining its sales impact and ROI. To better understand how to make mix decisions, it considers the unique difficulties in measuring three digital media types - online display, search (paid), and social word-of-mouth (buzz). Once the metrics have been determined, they must be combined with other sales drivers in a sales response modeling framework. Results are developed in a consistent framework with 'traditional' media to allow resource allocation decisions across the entire mix.

Summary
As the distinction between 'above the line' and 'below the line' becomes increasingly less distinct, Jane Asscher champions brand response activities that combine both, citing the power of 'doing' combined with 'thinking' and 'feeling', and applying William James' 'as if' principle to behavioural psychology. 'The 'As if' principle argues that 'doing' precedes 'feeling' and 'thinking' and behaving 'As if' induces the relevant feeling: an action instigated with conscious attention, can evoke an emotion that has no sense of voluntary control. This self-reinforcing feedback loop can make existing users more favourable to their usual brand.

Summary
A report from a joint Contagious/Google event at Global Marketer Week 2013. Presenters from Contagious showcased a number of case studies from brands making the most of the current media ecosystem, while Google offered a forecast for how distribution of media will evolve in the years ahead. The main points of the presentations were: that brands are innovating around digital and mobile in their campaigns, but this is not likely to signal the death of traditional media; that campaign strategies commonly use third-party apps that are already popular, such as Shazam and Snapchat, rather than a standalone branded app; and that time-sensitivity is a key concern of a lot of the most creative campaigns.

Summary
In this article, Jon Suarez-Davis, vice president, global digital strategy and North America media, at the Kellogg Company discusses why consumer insights play the primary role in shaping its digital strategy. He argues that drawing data from relationship marketing, loyalty programs, social listening and other such channels has led to a range of "actionable brand and category opportunities", to the benefit of brands such as Cheez-Its, Special K and Rice Krispies.

Summary
Car marketers can innovate in their communications by following the lead of the Coca-Cola Company and apportioning their marketing spend according to the 70:20:10 investment principle. This model, which has also worked for Google, can aid media planning by allocating resources to growing media channels such as mobile and social media. Although it shouldn't be considered a strict formula, it does allow some fixed proportion of spend to be regularly devoted to marketing innovation. Using examples from Kia and Volkswagen, this article explains the different allocations and how they can be used to help spread experimentation across brand and model portfolios across different countries.

Summary
Integrated marketing communications has changed dramatically with the growth of the internet, from outbound 'push-only' communications to a combination with inbound 'pull'. The growth of accessible consumer information through schemes such as loyalty programmes and cookies on websites enabled marketers to have a new view of the consumer. As data analytics and cloud computing become even more critical elements of IMC, this article analyses how to maximise its potential.

Summary
The end goal of achieving integration is an accepted industry objective, but getting there is a challenge that few have mastered consistently. This article details some of the findings from a study by Aprais that aimed to help marketers overcome this challenge. This involved conducting a survey that evaluated 2,500 working relationships globally over 18 months. To get an analysis that was agnostic, international, objective, qualitative, quantitative and delivered actionable insights, Aprais also conducted in-depth interviews with more than 50 of its senior agency and marketing clients in ten countries and interrogated its database of 8,700 relationship evaluations, gathered over 11 years. It discovered that for integration to happen, clients need to lead and set a clear 'brand course' while agencies need to deliver brilliantly and, only then, aspire to be trusted advisors.

Summary
With technology changing at a rapid rate, this article highlights four resulting key trends that are expected to play out across the next five years, and their implications for brand strategy and communications programmes. Hyper-connected devices could help drive brand love; hyper-connected web and mobile applications will require better filters for consumers, and in turn brands will need to be more relevant. Mobile phones will become a hub for all digital life and an increasingly mobile-directed experience will mean the emphasis will shift from 'push' to 'pull' marketing.

Summary
The growth of social media has led to trends such as Social TV, in which consumers combine social media with their TV viewing. Initiative undertook a study across seven global markets - Argentina, Australia, Canada, Germany, the Netherlands, the UK and the US - surveying 8,000 consumers about their use of social, mobile and TV. The findings showed that TV's future is symbiotically liked to social media and this demands a new approach dubbed 'brand navigation'. There are four key navigation strategies highlighted and examples of Social TV in action from Hyundai's link with the US TV series Burn Notice to SyFy Network's forthcoming combined TV/Massive Multiplayer Game programme, Defiance.