Marketing News Roundup: February 18, 2022
Today we feature a round-up of some big events and recent industry happenings.
Meta Releases 2022 Culture Rising Trends
McGillivray Group Expands Branding & Partnership Team
DMPUBLIC Draws Up A Strong Client Rooster As Restrictions Ease
Nielsen and The Trade Desk Unveil New Strategic Data Measurement Partnership
Read more below!
Meta Releases 2022 Culture Rising Trends
Meta is releasing the results of its Culture Rising: 2022 Trends Report, looking at how COVID-19 and world events have impacted what the 3.5 billion individuals on our platforms are talking about.
The report includes conversations that gained momentum on Facebook and Instagram and is based on the analysis of over 600,000 unique conversation topics and a survey of 36,000 people. Topics range from the changing conversation about gender to a reinvention of the way people relate to one another.
In Canada, inclusivity, sustainability and entrepreneurship led the conversation:
Seeking to reconcile historical injustices - In Canada, mentions of accountability saw an increase of +87%. This is as globally, people and cultures are seeking to better reconcile historical injustices to build a more inclusive tomorrow.
Authentic expression: In Canada, the top rising topic was Two-Spirit, which saw an increase in mentions of +136%. Conversations around gender roles, gender symbols and gender-neutral language reflect a gender revolution in full bloom across the globe.
Rethinking ability: In Canada, conversations around accessibility saw a +82% increase. From growing awareness of neurodiversity to people-first language, the world is working toward greater accessibility.
Planet protectors: In Canada, the conversation surrounding old-growth forests grew by +253%. Growing concerns about climate change have spurred more people around the world to engage in the discussion.
Digitally enterprising: In Canada, the conversation around Mompreneurs increased by +136%. As COVID-19 altered work and commerce, leading SMBs, entrepreneurs and dreamers to digital tools to sustain their shops.
Key global findings within the report include:
Diversifying Identities: Authenticity and self-expression expand and evolve, creating new and more fluid identities. In the process, the things that divide us can also bring us together.
#RepresentationMatters: +65% global growth on Instagram
Relationships Renegotiated: The shape of modern relationships is becoming more flexible – and people are continuing to build strong nanocommunities online. In fact, 600 million people are members of a Facebook Group they consider meaningful in their life.
Support Group: +59% global growth on Facebook
Expanding Values: Changing values shape who we are, how we behave and what we consume. Our shopping habits are no longer just self-expression – for many, shopping sustainable is an act of self-preservation.
#Greenwashing: +124% global growth on Instagram
These trends have served as a call to action to re-evaluate our purposes and priorities, sparking new behaviours and throwing the spotlight on social issues. On Instagram, there are inspirational creators having vital conversations about each of these topics - please let us know if any of these trends interest you and we would be happy to organize an interview with a Canadian who is leading the change.
Want to learn more? Read the full report here!
McGillivray Group Expands Branding & Partnership Team
McGillivray Group President, Andrew McGillivray, is happy to announce several new hires and promotions in their branded content and partnership division. All appointments are effective immediately.
The new positions include Madeline Beauregard as Director, Brand Partnerships; Taylor McIlwaine as Director, Talent Development & Marketing; Deidre Budgell as Head of Branded Content; and Lauren Flanagan as Director, Strategic Enterprise Programs. President Andrew McGillivray continues to manage and develop the McGillivray Group of Companies.
“At McGillivray Group, we have a diverse and abundant wealth of experience working with brands and talent, and creating mutually beneficial partnerships,” said McGillivray. “These new hires and promotions enable us to offer clients end-to-end solutions through a full-service and customized experience tailored to their goals and objectives, while also positioning us well for future growth.”
(L-R) Andrew McGillivray, Madeline Beauregard, Taylor MclIwaine, Deidre Budgell, Lauren Flanagan
Madeline Beauregard (she/her) – Director, Brand Partnerships: With over 10 years of marketing experience, Madeline joins the McGillivray Group team as Director, Brand Partnerships, focusing on working with like-minded brands to build impactful marketing programs. Her passion for brand storytelling allows her to develop data-led solutions that build brand equity and, in turn, drive growth. As a creative marketer, Madeline brings her expertise in brand, content, multi-platform media and traditional advertising to each project and always seeks to understand the consumer’s perspective.
Taylor McIlwaine (she/her) – Director, Talent Development & Marketing: Taylor is responsible for directing, managing and growing the McGillivray brand across North America. In her role, she oversees several high-profile B2B and B2C campaigns from inception to execution, excelling in stakeholder and client relations, creative ideation, strategic planning and brand awareness. With extensive experience in marketing and brand management, her career is rooted in creative storytelling through multi-platform marketing with demonstrated success connecting brands and talent with their audiences.
Deidre Budgell (she/her) – Head of Branded Content: Deidre leads creative and production services for clients, producing TV commercials, radio, podcast and digital content for McGillivray Group’s brand clients. With a background in journalism, theatre, and media production, Deidre approaches all the content she creates with a 360-degree perspective focused equally on concept, logistics and creative approach. Her passion lies in finding unique ways to tell client stories using short-form content. With nearly 20 years of experience in various creative industries, she’s honed not only her creative skills but also client relations and project management.
Lauren Flanagan (she/her) – Director, Strategic Enterprise Programs: A veteran McGillivray Group leader, Lauren leads marketing for the Scott McGillivray Collection of products as well as the recently launched Scott McGillivray Real Estate Fund. As a jack-of-all-trades for home, lifestyle and real estate media, she also has experience and expertise in content creation, marketing, PR and brand development. Throughout her 20-year career, Lauren has written and produced stories for some of Canada’s top real estate and interior design publications and worked as a writer and project manager on multiple interior design and real estate-themed television shows including on the long-running series Income Property.
DMPUBLIC, Draws Up A Strong Client Rooster As Restrictions Ease
Public relations and communications agency DMPUBLIC, Canada’s only firm that specializes in arts and culture, is experiencing double-digit growth as Covid restrictions ease. The Canadian arts and culture sectors have been some of the hardest-hit industries during the provincial and federal lockdowns. As museums, theatres, galleries, and festivals re-open, marketing budgets return as culture enthusiasts are welcomed back.
DMPUBLIC was founded in Toronto in 2015 as a consultancy arm and in 2020 expanded into a full-service firm, now with a team of four. In 2020 and the beginning of 2021, the agency was at a stand-still as cultural institutions closed. However, as public health measures ease, the firm has landed several AOR’s including Harbourfront Centre, ArtHaus Music and Ontario Culture Days. With festivals set to return this year, DMPUBLIC has signed the Toronto Biennial of Art, Luminato Festival, Art Toronto, Toronto Outdoor Art Fair as well as project clients ArtworxTO and the Government of Québec.
Deanne Moser, DMPUBLIC’s founder and president, has invested over 15 years in the Canadian arts industry serving as a cultural advisor, as well as committed fundraiser serving as co-chair of the AGO Massive committee, committee member for AGO Art Toronto opening night, and the Canadian Art Foundation.
“Arts and culture play an important role in promoting social and economic goals through local regeneration, tourism, the development of talent and innovation, and improving health and wellness,” says Deanne Moser, founder of DMPUBLIC. “As we slowly normalize the return of gatherings, arts and culture will continue to play a vital role in recovery. We look forward to welcoming back the public to see some of Canada’s best.”
DMPUBLIC continues to support independent artists and galleries through discounted services as a means to promote and increase awareness for Canadian talent.
Nielsen and The Trade Desk Unveil New Strategic Data Measurement Partnership
Nielsen and The Trade Deskhave announced a strategic partnership to power identity resolution for open internet measurement in key international markets around the world. The Trade Desk will help fuel Nielsen’s demographic data starting with France, Italy and the United Kingdom. Japan, Australia and Germany will launch on April 1, with plans to launch in other Asian and European markets, in addition to Canada and Mexico, on a regular cadence following the initial releases in 2022.
Nielsen will integrate demographic data provided by The Trade Desk into the Nielsen ID System to provide more scope and accuracy in Nielsen’s digital admeasurement for the open internet, connecting digital impressions to demographics across millions of devices. Advertisers and publishers can use Nielsen Digital Ad Ratings with more confidence knowing that the solution is aimed towards appropriately assigning and deduplicating audience demographics across mobile and PC platforms when a digital ad is viewed. With this initiative, Nielsen becomes a preferred measurement provider of The Trade Desk and builds on the two companies’ longstanding relationship.
“This strategic partnership with The Trade Desk immediately scales Nielsen’s Identity System globally, and showcases our commitment to independent measurement and marketplace interoperability, facilitating an open ecosystem for the media industry, with audiences de-duplicated across multiple platforms,” said Karthik Rao, Chief Operating Officer, Nielsen. "We continue to evolve our technologies and methodologies as we move toward Nielsen ONE and this is a very important milestone for that vision of true cross-platform measurement across all screens, underpinned by a strong digital measurement capability.”
The Trade Desk is committed to working towards accurate and transparent measurement in service of an optimal advertising experience on the open internet. As part of this strategic partnership, The Trade Desk will provide demographic data to Nielsen’s Identity System. In doing so, this will help to advance more robust measurement and reporting across digital media, particularly over-the-page advertising, in key international markets that have the most room to benefit.
“As the world’s largest independent demand-side platform, The Trade Desk is in a prime position to provide the open internet with a standard of measurement that improves data-driven decisioning, advertising performance and transparency,” said Michelle Hulst, Chief Data Officer, The Trade Desk. “We have long believed that it takes all of us to support the digital media ecosystem, especially in the world of measurement, and look forward to advancing the open internet together with Nielsen internationally.”
As part of the Nielsen ID System, the Nielsen ID Graph is calibrated against, and validated by, Nielsen’s people-based panels and truth sets. This deal will further position Nielsen to scale its ID Resolution System globally and truly deliver deduplicated audiences across linear and digital platforms as part of Nielsen ONE, its cross-media measurement solution.
Compiled from various sources by Emma Whiten, Editor of Marketing News Canada