Kerry Bennett

If you want to understand why Meta pivoted back to politics, it's because that's where voters are getting their news and information. In the 2024 post-election survey I did with the Center for Campaign Innovation, more voters now get their news from social media than from their local TV news. Between Facebook and Instagram, Meta has 2 of the top 3 social media platforms that voters use on a daily basis (along with YouTube). While Meta and other social media companies may have tried to downplay politics the past few years, it's clear that their users are still wanting to get news about politics and government through social media. https://lnkd.in/em79gWtp

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Long-term public opinion trends show that America has become far more tolerant on a wide range of social issues, even over the last few decades. Even so, DEI and ESG still remain dirty words for many Americans. Here are five charts on how Americans have become more tolerant, but polarized and how brands can navigate these waters. https://lnkd.in/gkS65H-t

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My latest article on CMSWire asks CMOs, CEOs, and hiring agencies if industry experience is necessary or overrated. The deeper question I'm getting at here is: are too many great CMO candidates not even getting interviewed because they lack prior industry knowledge? Share your thoughts! Thanks to Sue Keith, Club CMO, Eric Pairitz, James (JD) Dillon, Doug Zarkin and Gaurav Bhatia for being a source! #cmo #marketing #humanresources

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If you’re thinking about what your Qual strategy looks like in 2025 and beyond, this new webinar with our own Liz White and Karen Lynch from Greenbook is a must see! Don’t miss it!

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As the CTV landscape evolves, contextual AI is becoming essential for advertisers, addressing key challenges like targeting limitations, transparency issues, and lack of real-time insights. Jon Wallett, VP of Sales, East Coast at Seedtag, emphasizes that innovation in contextual targeting is crucial for future success. Seedtag's contextual AI, Liz, enables brands to develop effective audience strategies, enhance creative messaging, and gain valuable insights, all while adapting to real-time trends. Wallett argues that embracing these advancements will drive greater transparency and more inclusive, interest-based targeting, making contextual AI indispensable for modern advertising. Watch the full interview here to learn more 📺 : https://lnkd.in/eJ9Q3PDJ #ContextualAI #CTVAdvertising #InnovationInMarketing

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Obesity drugs, private-label foods and shifting social patterns are disrupting America’s food landscape. What the Future:Food lays out how stakeholders from food makers to packaging companies to appliance makers can thrive in these changes. https://lnkd.in/gqEKJByE

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Adtech M&A is certainly heating up. Last week Digiday reported that Teads is exploring various sale options. This kind of news piques our Quo Vadis curiosity. So we did our best to puzzle together a fundamental valuation model. As imperfect as it may be, our model tells us that $2.2 billion is close to the magic number. Get the details and see how we get there: https://lnkd.in/ee6wEyXM Subscribe to Quo Vadis to follow this very interesting adtech valuation story! #adtech #programmatic #radicaltransparency

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For decades CONSUMER CENTRICITY has been marketing’s holy grail This makes the suggestion that ‘consumer insight' is overvalued almost blasphemous Yet the belief that ordinary folk hold the key to marketing success is nearsighted. So-called 'consumer truths' do not just live inside our mind. We are locked into a wider cultural context that drives what we think, feel and do To truly understand people, we need to explore the CULTURAL LANDSCAPES they inhabit This is the final part of a 3 part blog; enjoy 🙂 BTW: it's not either/or - we need psychology AND cultural insight #semiotics #culturalinsight #marketresearch #marktonderzoek #insight #marketing #marketingintelligence SemioCentral https://lnkd.in/gM3a7atX

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Are mega-agencies waking up to the power of real-world data? The WSJ characterizes IPG’s acquisition of Intelligence Node as an entry into ‘commerce,’ but I see it differently. This is a move that acknowledges that gut feel and focus groups don’t cut it any more. Data—especially the kind of data that delivers up-to-the-minute, actionable insights—provides a much better way to make decisions. And brands are asking for it. AI, which needs data to work its magic, will accelerate this trend. Owning data—or being able to create it, like we do at Spark—will continue to have currency in an AI world. But data needs to be defensible and proprietary to build competitive advantage in an AI landscape. It’s not entirely clear to me how Intelligence Node’s underlying data is proprietary but, assuming it is, this acquisition seems like a smart move for IPG. This seems like a good time to think about your data, no? https://lnkd.in/exXnt-Qc

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In my latest commentary for Ad Age, I examine the used clothing market amid the back-to-school shopping season. Read more for what retailers can do to seize upon the $43B market, which has nearly doubled in size in the last five years.

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As one who interacts with CMOs all the time I can tell you this topic is at or near the top of their collective priority list. And while I am skeptical of those who espouse best practices when it comes to generative AI - only because it is so nascent - I felt compelled to share this particular piece from my fellow CMSWire scribe, Tiffany Holland Why? Glad you asked. I felt compelled for the simple fact I agree with everything Tiffany opined on, which she breaks down into four truths, which are below along with my brief commentary. Do yourself a favor and read her piece. ➡️ Truth #1: Inaction With Generative AI in Marketing Is the Greatest Risk Yes, yes and YES. If I could climb the highest mountain I would and bellow this to the masses below. This ain't the time to "sit this one out" whilst the rest of the world, AKA your competition is taking full advantage. ➡️ Truth #2: Generative AI Offers More Value Than Just Operational Efficiency Tiffany deftly writes of the "narrow view" many CMOs and marketers have of Gen AI, which "offers only short-term benefits and overlooks the true power of machine learning." Dating myself big time here but this reminded me of the late 70's campaign professing that orange juice is not just for breakfast anymore. https://lnkd.in/e95uWbex ➡️ Truth #3: Generative AI Solutions Fails in the Traditional Marketing Model "Generative AI won’t deliver its full potential if organizations try to plug it into outdated operating models." Full Stop! Read and re-read that over and over and over and then, for the love of all things Holy, do NOT blame Gen AI if you do not adhere to this sage advice. ➡️ Truth #4: Ethical Governance of Generative AI in Marketing Is Critical I love that Tiffany saved this one for last because it is THE most important truth, by far. Gen AI and AI in general, is very much akin to the wild west right now; no rules of governance other than those self-imposed. Brands MUST self-govern the way they use Gen AI if for no other reason, it is the ethical thing to do. Please share your thoughts on all of this. I love a good conversation and yes, a debate if need be. Jeanniey John Aakansha Srota Manny Shelly Lou Jeff Raja Ted Lee David Alma Dom Rhonda #ai #GenAI #cmo

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Been awhile. It's certainly been a very busy 2024 for Farrell Insight. The big news continues to be the excellent global research pairing between Farrell Insight and the great Marketing team at Kore.ai. In Q2 of 2024 we launched our first pair of Global Benchmark studies looking at the ongoing evolution of Automated Intelligent Assistants in the world of Consumers and Call Center Agents. Both studies have featured surveys fielded in the US, the UK, Germany, India, Japan, Indonesia, The Philippines and Australia. The headlines across both studies can be summed up easily - it's TIPPING POINT TIME. I was honoured to co-present a synopsis of findings with Kore.ai's SVP, Marketing, Abhijit Mhetre at the annual global Kore Konversations conference in Orlando, Florida back in April, 2024. Coverage of this great work has been strong around the globe. Including the following feature piece in Forbes back in May. 👉 https://lnkd.in/g94ccMHA Continuing thanks and respect to the Global Marketing team at Kore.ai, led by the influential and ever-glowing Michael Kropidlowski. More to come, for the industry, for society, and for Kore.ai and Farrell Insight in the months and years to come. 2025 will be an important time for a global update on AI-driven solutions for business, commerce, human resources, medicine and, well, just about any other human endeavour. Emphasis on the human WITH AI equation, where 1+1 = infinity.

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Building the capacity, namely the team, is a unique challenge to tackle for fast growing organizations like Emily McCarthy + Co. Did you get to listen to the conversation with Emily McCarthy ? https://lnkd.in/ev8GZAJr #retailgrowth #retailpodcast #scaleyourbusiness #smallbusinesspodcast

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I think the label "private brands" has been a misnomer for a while - they have as strong brand-building power as traditional "brands." Now consumers are choosing retailers because of the strength of PL brands, meaning retailers have even more power in trade. How can traditional CPG brands justify the price? Huge need for differentiated positioning, distinctive packaging, and outside-in innovation.

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Will be done right before Thanksgiving week holiday shopping kicks in, Google's announcement sounded a lot like the HCU, and more -> Google November 2024 Core Update Is Now Rolling Out - What We Know So Far via Barry Schwartz "This update is designed to continue our work to improve the quality of our search results by showing more content that people find genuinely useful and less content that feels like it was made just to perform well on Search." #google #seo

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✨ Launch Alert! After 4 intense years of diving deep into 4.7 billion biometric data points and trillions of engagement signals, I’m beyond excited to introduce my latest work, The Attention Economy: A Category Blueprint. 📘 This book lays out a bold vision for the future of the attention economy—not just how it should look, but how it shouldn’t. It’s my call to embrace an attention-driven future where data quality, effective metrics, and a touch of humor lead the way (look out for cameos from Bob Hoffman, Kim Kardashian, a professional thief, and Gary the Snail). But this book is more than research; it showcases real-world applications of rigorous attention tests and realworld integrations. This book tells the truth about our marketplace, where it’s headed, and what it truly means to measure and capture attention in today’s outcomes economy. We go from the day media “died” to a future where reach can be 'equalized' once again. To our incredible customers and partners: you are, in so many ways, co-authors of this journey. Your courage to challenge norms has driven the research and innovation shaping our industry. This book is a testament to you and the boundaries we’ve pushed together. Thank you for daring to think differently. 🙏 Happy reading, everyone! And for those already asking—yes, I’m done, no more books. 😉 Amplified Intelligence #TheAttentionEconomy #BookLaunch #AttentionMetrics #MediaMeasurement #AdvertisingInnovation #AttentionScience

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Have you been following the controversy with Apple and their recent "Crush" ad? I believe it all boils down to a common challenge: a disconnect between Consumer Insights professionals and Creatives. As a former market researcher and a creative, I truly empathize with the concerns on both sides, but I do believe data-informed creativity is the best way forward. More on this topic in my new article with The Drum. (Link in first comment) #mrx #advertising #apple #creativity

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