American marketing, consumers & brands

North America

Warc News, 19 September 2014
TORONTO: Jones New York, the fashion brand, is aiming to serve women who are now "expected to do it all" – a goal reflecting its decades of experience in meeting evolving customer needs. Carrie Kirkman, the president of Jones Apparel Group Canada – a subsidiary of the iconic Jones Group – discussed this subject at a recent conference. "Women have changed the world.

Warc News, 19 September 2014
NEW YORK: A raft of allegations of domestic violence by NFL players – four have been in the headlines this week – has left brands questioning their associations with the sport, with teams and with individuals. The latest incident to surface involves Arizona Cardinals number two running back Jonathan Dwyer, who is being held on charges of aggravated assault.

Warc News, 19 September 2014
CHICAGO: Chinese brands have a "tangible opportunity" to establish themselves in the US market, a new study has claimed, as millennials are open-minded to products from overseas, ranking China ahead of neighbouring Mexico or tech/car exporter Korea.Monogram Group, a branding agency advising Chinese manufacturers on building US brands, surveyed more than five hundred 21-32 year olds, testing their attitudes and buying patterns as regards China and Chinese brands.

Warc News, 18 September 2014
BOSTON: More than one-third (34%) of American shoppers carry out retail-related activities on their mobile device when they're in a store, according to a new report. Of those that use their mobile device in-store, almost a quarter (23%) go on to use a social network while, more importantly, over half (54%) use their social networks for product or brand discovery as well as feedback rather than just for socialising.

Geoffrey Precourt, Event Reports, Canada's Customer Festival, March 2014

This event report explores how Jones New York, the women's clothing retailer, has drawn on the changing roles and status of women over the course of more than four decades in order to remain at the cutting-edge of style, while also offering accessible pricing.

Jisu Huh, Denise E. Delorme, Leonard N. Reid and Junga Kim, Journal of Advertising Research, Vol. 54, No. 3, 2014
The Korean-American market segment is distinct, economically powerful, and under-examined. This study compared perceived information utility of six direct-to-consumer advertising (DTCA) media for prescription drugs among Korean-Americans and Non-Hispanic White Americans.

Warc News, 17 September 2014
NEW YORK: Total advertising expenditure in the US grew by just 0.7% to $35.6bn in Q2 2014, compared with growth of 5.7% in the first quarter, the latest industry data from Kantar Media has revealed. Kantar said Olympic advertisers reduced their adspend in Q2 by more than 4% year-over-year, although three major sporting events helped to boost TV adspend by 5%. "The slow growth rate of ad spending in Q2 is payback for the surfeit of money in Q1 that was pulled forward to fund Olympics budgets," said Jon Swallen, chief research officer at Kantar Media North America in comments
Shawn D. Baron, Caryb Brouwer and Amaya Garbayo, Journal of Advertising Research, Vol. 54, No. 3, 2014
High-impact digital advertisements, which feature large and often interactive formats, are known for driving consumer response rates higher than those of standard display. Their impact on branding, however, has not been well addressed.

Gian Fulgoni and Adam Lella, Journal of Advertising Research, Vol. 54, No. 3, 2014
A surge in the U.S. Hispanic population is a wake-up call to identify and strengthen strategies for targeting this important demographic segment. comScore's Gian Fulgoni and Adam Lella offer strategic considerations: explore the plethora of publishers available for reaching young, bilingual Latinos who use both mobile and PC devices; create targeted content designed to be viral; and make mobile media the top priority.



Jay Chiat Awards

Browse the winners of the top strategy prize


First Movers

Why North American brands lead global innovation


Chrysler: Born of Fire

2012 Grand Effie winner ignites Detroit Pride