USA

American marketing, consumers & brands

North America


Warc News, 21 October 2014
NEW YORK: US consumers are more likely to engage in webrooming than showrooming, as a new report indicates the latter activity falling out of favour during the past year. Researcher GfK surveyed shoppers in 17 countries and 15 categories for its 2014 FutureBuy global study of shopping habits and preferences and found that incidents of smartphone showrooming – seeing a product in a store, then buying it online from another retailer using a smartphone –
Warc News, 21 October 2014
CHICAGO: Planners must tackle "business challenges" rather than focus solely on "communications challenges" to thrive in the new marketing ecosystem, according to a leading executive from Mondelez International. Eliza Esquivel, vp/global brand strategy at the snacks company, discussed this topic while speaking at the Strategy Festival 2014 organised by the 4A's (American Association of Advertising Agencies).

Warc News, 21 October 2014
NEW YORK: Most chief marketing officers report that they are under greater pressure than five years ago to deliver measureable ROI in digital and mobile but many find it difficult to do this. The 2014 CMO Digital Benchmark Study, from Leapfrog Marketing Institute, surveyed 91 executive-level marketers at major companies – 72% of respondents worked at organisations with 3,000 or more employees, nearly half of them controlled marketing budgets of over $25m – and found that 93% felt the burden of linking their marketing efforts to financial results.

Warc News, 20 October 2014
ORLANDO: An "astonishing" number of marketers have not yet formalised their content strategy and distribution processes, Bob Liodice, president/ceo of the Association of National Advertisers (ANA), has revealed.Liodice discussed this subject while sp.

Warc News, 20 October 2014
NEW YORK: Programmatic adspend in the US is expected to grow exponentially over the next two years, rising from just over $10bn this year to $20.41bn in 2016, according to new analysis from eMarketer.The research firm examined dozens of data sources .

Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report explores how the marketing ecosystem is changing, based on the views of Bob Liodice, president/ceo of the Association of National Advertisers – a trade body that is itself representing an increasingly diverse range of marketers.


Alastair Bowers, Niccolo Rigo and Joe Corcoran, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Ballantine's, a Scotch whisky brand owned by Pernod Ricard, created a digital t-shirt to help connect with a younger market and communicate its brand values.


Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2014

This event report explains how brands and agencies can overcome the commoditization of marketing, based on the views of Eliza Esquivel, vp/global brand strategy at snacks group Mondelez International.


Stephen Whiteside, Event Reports, Advertising Week New York, October 2014

This event report explains how Newcastle Brown Ale, the beer brand, has moved its advertising spend almost exclusively to digital, with great success.

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