Just over half (52 percent) of chief marketing officers believe that traditional advertising agencies are ill-suited to meet online marketing needs and the majority (68 percent) show a strong preference to work with multiple agencies, according to Sapient’s Electronic Media, Marketing and Advertising Buyer Value Study.
The survey of more than 100 CMOs from the U.S. and U.K. revealed that six of the most important factors to a CMO when choosing a marketing partner are: quality of creative content; innovation and strategic value; price/cost; sophisticated analytics and measurement systems; proficiency in emerging, interactive or digital media; and traditional print, offline and media buying services.
“Both corporate marketing organizations and agencies are undergoing seismic changes trying to create innovative marketing approaches that deliver real strategic business value,” said Gaston Legorburu, Sapient’s chief creative officer. “In the new world of splintering media and new channels, marketing innovation means finding new ways to connect the brand to the customer and make it relevant to remain top of mind with the customer, even if they are not in the purchase process. An innovative agency would be on the cutting edge of new technology. Local search, video on demand, broadcasting and blogs are all upcoming trends in interactive marketing.”
โAnoraโ Wins Best Film, Director and Actor At The Independent Spirit Awards
Sean Baker's "Anora" won best film, best director and best actor for Mikey Madison at the Independent Spirit Awards on Saturday in what could be a preview of next Sunday's Oscars: The film about a Brooklyn sex worker and her whirlwind affair with a Russian oligarch's son has emerged in recent weeks as an awards season front-runner. The Spirit Awards, held in a beachside tent in Santa Monica, California, is the shaggier, more irreverent sister to the Academy Awards, celebrating the best in independent film and television. Host Aidy Bryant called it "Hollywood's third or fourth biggest night." In accepting the directing prize, Baker spoke passionately about the difficulty of making independent films in an industry that is no longer able to fund riskier films. He said indies are in danger of becoming calling card films โ movies made only as a means to get hired for bigger projects. "The system has to change because this is simply unsustainable," Baker said to enthusiastic applause. "We shouldn't be barely getting by." "Anora's" best film competition included Jane Schoenbrun's psychological horror "I Saw the TV Glow," RaMell Ross' adaptation of Colson Whitehead's "Nickel Boys," Greg Kwedar's incarceration drama "Sing Sing" and Coralie Fargeat's body horror "The Substance." This year had several other possible Oscar winners celebrating. Kieran Culkin, considered an Oscar favorite, won the supporting performance award for "A Real Pain." His director, co-star and writer Jesse Eisenberg won best screenplay for the film about two cousins embarking on a Holocaust tour in Poland. Culkin was not there to accept โ he also missed his BAFTA win last weekend to tend to a family member โ but other Oscar nominees like Madison, Demi Moore, Sebastian Stan and... Read More