By Gonzalo López Martí - Creative director /

  • Throughout my decades-long career in advertising I have strongly advocated once and again for the use of casts of diverse ethnic backgrounds.
  • Not because I am a progressive beacon of inclusivity (which I am, of course).
  • I want my clients to sell more products and services.
  • I want to make their cash registers ring.
  • If the demographic composition of the markets where they peddle their wares shows that non-euro centric complexions are the majority, then let’s cast talent with non-euro centric complexions, right?
  • Don’t be too sure.

Combate Americas, a Mixed Martial Arts (MMA) sports and multimedia entertainment company targeting Hispanics, announced the appointment of media industry veteran and former NBCUniversal executive, Jacqueline Hernandez, as Combate Americas President.

Inclusive advertising is a topic many marketers are talking about. While creating the perfect inclusive ads can be a balancing act, some brands are getting it right. Coca-Cola’s ‘Pool Boy’ campaign is a great example, but when a brand gets it wrong it isn’t long before we hear the backlash from consumers on social media, which then migrates quickly to broader media coverage.  by Guest Contributor Graham Page

During the past few months I’ve noticed quite a few industry articles (which I won’t list) focusing on the “do’s and don’ts” of marketing to Hispanics. However, the issue here is not about what not to do; the issue here is about doing! Stop thinking, and DO.  by Andy Checo / Havas Formula

It is well known that the U.S. Census Bureau keeps track of state-to-state migration flows. But that’s not the case with Puerto Rico. Most of the publicly known numbers related to the post-Maria diaspora from the island to the continental U.S. were driven by estimates, and neither state nor federal institutions kept track of how many Puerto Ricans have left (or returned) after the storm ravaged the entire territory last September.

​For younger workers, the gap is widening between what responsible companies should achieve and what businesses' actual priorities are. The good news, according to the 2018 Deloitte Millennial Survey : Business leaders have an opportunity to turn things around—and win back millennials' loyalty.

The spread of mobile devices and rapid mobile data networks has transformed global media consumption in recent years. 24% of all media consumption across the world will be mobile this year, up from just 5% in 2011, according to Zenith’s Media Consumption Forecasts 2018, published today. By 2020 we expect this proportion to reach 28% as the mobile internet takes share from almost all other media. The rise of mobile is also forcing brands to transform the way they plan their communications across media, focusing less on channels and more on consumer mind-set as the distinctions between channels are eroded.

Brands such as Noosa, Bai and Halo Top didn’t exist 10 years ago, but within a decade, they’ve changed the competitive landscape and become a major thorn in the side of big consumer products companies by capturing a disproportionate share of growth and, in some cases, radically disrupting profit pools.

Every entrepreneur has his or her reasons for starting a business.

While agencies have adapted to consulting firms’ disruption of the media landscape and their role as auditors in the client-agency partnership, we feel strongly that Accenture Interactive’s new Programmatic Services unit is a clear conflict of interest, positioning Accenture to engage in media trading and then also be responsible for auditing the trading results and processes of its competitors.

  By Gonzalo López Martí  -  Creative director, etc  /

  • Imagine you brand organically integrated into the official virtual reality channel of Real Madrid F.C.
  • Imagine an immersive behind-the-scenes experience roaming the field, the stands and the corridors of the emblematic Santiago Bernabéu Stadium during game day.
  • Imagine having access to Real Madrid’s social feeds reaching more than 560 million fans around the world.
  • Imagine no more: it’s a done deal.

NGL Collective announced an exclusive partnership with YoAmo Media, a Latina media platform,in Spanish. NGL will be exclusively representing YoAmo in the U.S. Hispanic market, where it will serve as the centerpiece of NGL’s newly launched ELLA (Exclusive Latina Lifestyle Access) platform, dually leveraging NGL’s massive video scale and award-winning in-house production studio to U.S. advertisers.  

Five the key themes firmly set on the CMO agenda: revenue generation, customer experience, data, content and processes.

The report tracks the value of the world’s most valuable brands and provides insights on the potential of strong brands. The total brand value of the 2018 BrandZ Top 100 is $4.4 trillion following a record 21% growth – equating to a rise of nearly $750 billion.

The failure rate of new products has always been high. However, in recent years, a number of nimble upstarts have emerged as fierce competitors to well-established category leaders. Their success has driven many large manufacturers to question whether their resources, scale and processes are weaknesses that should be discarded in favor of a new “agile” playbook emulating these emerging competitors. However, it’s easy to forget that the most prominent new players represent a very small sample, and there are many others who failed to gain traction along the way. This results in “survivor bias” when assessing the performance of small players; because only the surviving brands are tracked, the average performance of small brands is artificially inflated.