According to an Association of National Advertisers study released in October 2018, advertisers are using in-house agencies more, with 78% of ANA members reporting having some form of in-house agency in 2018, compared to 58% in 2013 and 42% in 2008. Still, many advertisers understand the various benefits of engaging an agency to help with their marketing efforts and pursue a relationship that fits the bill.
A recent report shows millennials are on the verge of surpassing baby boomers as the nation’s largest generation, and the change is already playing a critical role in the fate of the American economy. The home products category is beginning to realize the impact of the new generation’s consumer-first mindset as it catalyzes great change in the way people think and shop for their homes. Technology brands are entering the category at an astounding pace while direct-to-consumer businesses disrupt traditional retail models by cutting out the middlemen. Transformations like these have given rise to a new level of competition as brands old and new vie for a share of consumers’ minds and wallets.
By now, you’ve probably formed opinions on millennials as a consumer group. (As you may know, it’s one of the most researched consumer groups in history.) I won’t attempt to guess what those opinions might be, but I wonder when they were last updated?
There has been a seismic shift in channel planning for the home products category. Channel planning once consisted of mapping media and messages to specific touchpoints on a linear buying journey. The marketer’s role was to guide the customer through each stage and channel.
At Hart, we truly enjoy working with a variety of clients. That said, we do specialize in a handful of industries, home products being one of them. And we’ve been curious about how consumers are going to spend their money in 2017 when it comes to home improvements. So, we reached out to people around the U.S. We think you’ll find the results valuable.
MAUMEE, Ohio – Hart, a full-service, Ohio-based marketing and advertising agency, received a Silver National ADDY award for the ProMedica Urgent Care Integrated “We Treat You Well” Campaign. The award was announced Tuesday, June 7, at the National Award Show in Anaheim, California. The American Advertising Awards is the advertising industry’s largest and most representative competition, attracting over 40,000 entries every year in local AAF Club (Ad Club) competitions.