Alice Chapman, MP&F Public Relations partner and PRSA Counselors Academy board member, offers four tips for communications agencies to achieve their diversity goals. She recommends partnering with PR firms with different cultural backgrounds, or launching a companywide diversity program to bring diversity to your staff.
Stories about Kraft Heinz's increased innovation output and Whole Foods' meat sourcing proved popular with SmartBrief's food and beverage readers. The week's top story, however, was about how youth-focused chain Chuck E. Cheese debuted a new restaurant format in Texas.
Nielsen is lending its data expertise to the realm of esports to offer "sponsorship valuation, fan insights, custom industry research, and consulting services," the company said. Esport24 reports that the major esports tournament playoffs so far this year have attracted sponsorship value from $75,000 to almost $17 million.
PepsiCo has debuted its "They Win. You Score" digital promotion to give fans a chance to win NFL prizes, including Super Bowl tickets. Consumers can enter the contest by posting photos of special codes from specially marked Pepsi bottles and cans to their Snapchat accounts.
The ANA's Alliance for Inclusive and Multicultural Marketing -- which comprises representatives from brands, agencies, the media and trade groups with expertise in LGBTQ, black, Asian and Hispanic marketing -- met for the first time recently to discuss shortcomings in multicultural marketing. CEO Bob Liodice says the group's aim is to overturn a "flattening in the time and attention the marketing community is giving multicultural marketing."
Marketers should use artificial intelligence to automate the distribution of creative and to enhance personalization, particularly through Dynamic Social Video technology that sends hundreds of iterations of video to small, targeted audiences. "Let AI deal with the less emotionally complex tasks, freeing up time for the best human talent to spend on work that requires empathy," Tom Ollerton writes.
Human-to-human marketing is replacing business-to-business and consumer marketing, as digital and social media continue opening opportunities for marketers to engage with prospects as human beings. A generic approach is no longer sufficient, as customers demand that brands know who they are and understand their problems.
RetailMeNot is shifting its working media spend to digital as it seeks to connect with mothers via mobile and Facebook. The brand tapped actress and model Brooklyn Decker for a series of digital videos and is encouraging social users to share their shopping bargains using the hashtag #DealBrag.
Split screens are fairly new in the world of web design, but filmmakers have been using the technique for more than a century. Nick Babich gives advice on effective split screen design, noting it's important to draw attention to the call to action button and create strong visual flow between both sides of the screen.
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