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TOPIC: marketing


Senior Influence: Why Some Brands Are Finally Dropping Ageism From Their Advertising

As the number of people over the age of 65 increases, some global brands are taking steps to reduce ageism in advertising, both for ethical and business motivations.

MADRID — Elderly people still rarely appear in advertising — and when they do, they are usually represented either in a stereotypical or a pejorative way.

But advertising experts say the tables are turning. Although still rather limited, initiatives that defy such ageism and age discrimination are beginning to pop out.

Marc Compte, professor of Information and Communication Sciences at the Open University of Catalonia (UOC), gives as an example campaigns such as #AWorld4AllAges, launched in Nov. 2021 by the WHO with the support of the 194 member states of the organization.

The aim was to change the way people think, feel and act regarding age and aging.

“It was a turning point,” Compte says. Two other recent campaigns featured older actors: the first by L'Oréal on social media, which included a dozen influencers between 45 and 84 years old, and Zara in summer 2023, with 67-year-old actress Ángela Molina.

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Chiara Ferragni, The Italian Exception That Proves The Influencer Rule

For some with communication skills and charisma, likes on social media can turn into lavish earnings. But influencers face a crisis of trust, as well as algorithms that often discriminate — particularly against women.


TURIN — There may be difficult years ahead for social media influencers. Having lost some of their shine as creators of authentic, personal content, unswayed by advertising dollars, they may need to reinvent themselves to stay on top and get paid.

But for now, they're holding on with audiences who may trust them less, but still follow along, as if watching a soap opera.

There are many kings in this ranking of social superstars, but there is only one undisputed queen: Chiara Ferragni, with not only her own followers (29.5 million) but also those of her relatives, from her husband Fedez (14.7 million), to her sisters Francesca and Valentina, her mother Marina Di Guardo and her children, the little stars, Leone and Vittoria.

It's a real family business, which can be seen in the series about their lives, "Ferragnez." Alone, her fortune is estimated at $40 million.

Some argue that the rise of influencer marketing stems from the crisis of elites, who feel less and less relevant to many people, and to the rise of populism. But the fact is that, credible or not, social media stars continue to be passionate, and reflect the opportunity we all want and could have in life, like so many Cinderellas, graced with communication skills and charisma.

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Gustave Eiffel: 100 Years Later, Still Defining 'French Entrepreneur'

The memory of the famous engineer-entrepreneur who designed much more than Paris' iconic Tower will be honored throughout 2023, on the occasion of the centenary of his death.

PARIS — He never stopped creating. Although the collective memory of Gustave Eiffel today only includes the name of the 330-meter-high iron tower that symbolizes the city of Paris, he was, throughout his life, an engineer and inventor genius inventor.

From the buildings he designed all over the world, to his discoveries in meteorology and aeronautics, his work is abundant and still largely unknown.

Says Myriam Larnaudie-Eiffel, a descendant of the inventor and head of the Association des descendants de Gustave Eiffel (ADGE, Association of Descendants of Gustave Eiffel in English).

Eiffel died in 1923, at the age of 91. To mark the centenary of his death, the association decided to draw up an inventory of his work. It's a titanic task: "We've listed 500 works in over 30 countries on five continents, but we know that there are between 700 and 800 others," says Larnaudie-Eiffel.

Eiffel's distinctive style of heavy yet airy steel structures is visible in a multitude of works that symbolize an era marked by a post-1870 recession economy, but also by the development of railways and industry, which needed to be built and rebuilt quickly and cost-effectively. Eiffel was to ride the wave of emerging steel construction, constantly improving and developing.

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Mariateresa Michele

Calling For The End Of Call Centers

Our Naples-based Dottoré takes a critical look at companies that rely on telesales.

Dear Companies that rely on call centers,

I am writing this post for you, not for my poor friends, because I feel it is my responsibility to tell you that you've got your marketing and communication strategy all wrong.

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Yannick Champion-Osselin

"Ciao Tutti, Don't Buy That!" #Deinfluencing Is Social Media's Top Global Trend For 2023

With the rise of influencers has come a sub-category: deinfluencers, who tell their followers what NOT to buy instead of promoting products in an effort to reduce wasteful consumption.

PARIS — For better or worse, we all know about influencers— those who post online and accumulate a following that trusts their opinion. However, suddenly the new trend online is “deinfluencing.” Influencers advertise products to their many followers, often pushing the idea that you can achieve a certain result or status by buying what they promote. Deinfluencers, on the other hand, advise their followers not to consume things to reduce excessive purchasing habits and avoid useless or overhyped products.

In the past year, the hashtag #deinfluencing has amassed over 584 million views on the video-sharing platform Tiktok.

Like influencer videos, the most popular deinfluencing videos are made by thin and attractive women talking directly and passionately into the camera.

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eyes on the U.S.
Alex Hurst

Eyes On U.S. — Thanksgiving Gone Global, Black Friday Bad Influence

PARIS — The city of lights is littered with advertisements for “Black Friday” deals. Of course, virtually none of the city’s residents will celebrate Thanksgiving — and few probably even know that the traditional Friday shopping day is linked to the uniquely American (always-on-Thursday) holiday.

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Gabriela Samela

VR For HR: Virtual Reality As A Tangible Tool For Human Resources

Latin American firms are joining others around the world testing Virtual and Augmented Reality solutions in personnel recruitment and training.

BUENOS AIRES — The image of someone wearing a virtual reality (VR) headset immediately makes you think they're playing games. Yet immersive simulation is now being used to recreate a work environment where present or future employees can learn, practice and train for work.

While simulation technology is used more frequently for operations or the security sector, in Argentina some firms are using it to manage human resources: in selection processes and in staff inductions and training.

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Claudia Gioia

Why World Cup As Marketing Tool Scores Best In Latin America

Proportionally, the World Cup has more followers in the Latin American marketplace than any other region. It's a unique opportunity to tap into pure emotion of potential consumers.

MIAMI — Beyond being the world's most popular sport, soccer is essential to any description of Latin American culture. It brings us moments of joy, emotion — and dismay — and it wouldn't be far-fetched to say this passion has helped us weather some of the tough real-life situations our countries have experienced over the years.

The World Cup is acknowledged as a superb opportunity for brands to win over consumers across the planet, but ours is a particularly important region in this regard — proportionally, more people will be watching the games here than in other regions in the world, according to a poll by Global Web Index. Here are some of the marketing trends we can expect through the World Cup, as brands try and maximize visibility riding a wave of mass emotions.

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Stuart Richardson

Black Friday Backlash From The Rest Of The World

Droves of customers stampeding through large department stores on Black Friday was once a uniquely American phenomena. But the traditional day-after Thanksgiving shopping sale event has recently gained traction in other countries that have no connection to the American holiday. The insatiable consumerism that fuels American capitalism, it seems, is a more viable export than ever.

Black Friday has caught on big in Europe the last few years, despite grumblings about the marketing madness from local critics of the American model. Large U.S.-based multinationals, like Amazon, have undoubtedly accelerated the spread, with online shopping convenience for what is otherwise a regular working day in the rest of the world.

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Tracy Jan

When Your Brand Is Smothered In Neo-Nazi Love

WASHINGTON — The neo-Nazis were hungry. They had spent the day in a Charlottesville, Va., courthouse testifying at the preliminary hearing for a white nationalist jailed for pepper-spraying counterprotesters during August's deadly Unite the Right rally. Now, after the long drive home to Alexandria, Va., they craved pizza.

"We were going to order from the local place where we get pizza all the time, but we said no, Papa John's is the official pizza of the alt-right now," said Eli Mosley, the 26-year-old leader of the white separatist group Identity Evropa. "We're just supporting the brands that support us."

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Jillian Deutsch

Hijabs, From Main Street To Malaysian Shampoo

The hijab still makes Western societies squirm. Passing someone wearing the Islamic headscarf is too often seen as proof that Muslim women are "docile, oppressed, silenced," notes Hend Amry, a practicing Muslim and activist who writes about why she wears a hijab.

But, for better or worse, things are changing.

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