Advertising Insights – A Summary of the 2017 Back-to-School Season

As students put away their bathing suits and flips-flops in exchange for backpacks and jackets, the CPG industry gears up for one of their biggest shopping seasons, back to school. The “back-to-school season” is the second largest shopping span, outside of the holiday shopping season. This year, total expenditure for school and college combined is projected to reach $83.6 billion, a +10 percent increase from $75.8 billion in 2016.  In the U.S., parents scrambled to the stores to find...
By Jennifer Gaag
About the Author:

Jennifer Gaag is an Analyst, Senior Account Manager for Ebiquity-North America's Advertising Intelligence group

Why a Consistent Brand Message is Critical for Innovative, New Products

Combining innovation with a consistent brand message is not a simple assignment, after all, innovation and consistency don’t exactly go together. However, the combination of the two when done well can achieve powerful results. Brands such as Gillette, Nespresso and Apple have paved the way for innovation within their respective categories and reinforced their status with every new product they release. Working with enterprise-level brands across the globe, I’ve enjoyed tracking these type...
By Dan Alvarado
About the Author:

Dan Alvarado is a Client Services Manager/Analyst at Ebiquity-North America

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