One of the questions I often get about my experience as a multicultural marketing expert is what the most effective companies in this field have in common. When I answer that consistency is probably the main characteristic, some seem surprised because they think that the amount of investment is perhaps the defining factor for multicultural programs. By Isaac Mizrahi – Co-President of ALMA
In the next normal, consumer-goods companies can achieve profitable growth and outsize returns by renewing their focus on core execution capabilities.
To navigate the current and future state of disruption, brands must shift their mindset
Marissa Solis the veteran marketing expert that helped Pepsico market many of their products as Sr. Vice President – Core Brands, Partnerships, and Media at Frito Lay. Previously Ms. Solis also was the Vice President/General Manager – Hispanic Business Unit, Pepsico North America Beverages.
Despite the undeniable impact of COVID, I feel that we have many reasons to toast as we enter the final quarter of this year, both as a country, an industry, and as individuals. By Roberto Orci
Hispanics are the secret to the growth— and the future success of America. But for too long, this group has been viewed as a single segment. Latinos are a community of limitless diversity yet firmly connected by our culture, our language and our shared experiences. By Stacie de Armas is Nielsen’s Senior Vice President of Diverse Insights and Initiatives
Starting at 7 PM (ET), the audiences will be able to enjoy a new block of programming beginning with: Mirador Mundial, Oppenheimer Presenta, En diálogo con Longobardi, Docufilms con María Celeste Arrarás and Don Francisco: Reflexiones.
Agency leaders’ personalities can influence their agency’s cultures and reputations. Beyond that, agencies have their own “personalities,” so to speak, as represented through their brand, culture and positioning. By Mark Duval – The Duval Partnership
Has your firm turned the corner on agency compensation? Many agency executives insist they have, pointing to the fact they have negotiated better hourly rates, better retainers, or better terms on cost-plus remuneration agreements. The problem, of course, is that they are simply getting better and better at doing the wron
US consumer expectations as measured by The Conference Board Consumer Confidence Index ticked up in October, but this followed three months of declines. Did the declines signal recession in 2022 or just a hiccup related to the Delta variant? We propose the latter.
Just in time for “Día de los Muertos” when we celebrate the lives of those who have left us and beyond all the terrible deaths caused by Covid19, 2021 has marked the passing of three great advertising leaders for whom I worked for. By Luis Miguel Messianu, Founder-Creative Chairman-CEO Alma
Edelman announced the release of a comprehensive global study revealing a dramatic shift in the importance placed on Corporate Communications by CEOs, Boards of Directors and other C-suite executives at the world’s leading companies. The “Future of Corporate Communications” research finds that the role of Corporate Communications has forever changed – shifting away from what has traditionally been viewed as a support function towards one increasingly recognized as an enabler of enterprise value.
In a comprehensive study, NBCUniversal, MAGNA and the IPG Media Lab find that video ads created for the Total Market fall short among most Hispanics, but ads that leverage a language connection first, drive brand growth.
A new Nielsen study commissioned by The Southern California Broadcasters Association demonstrates the power of impressions for the radio industry. These findings show that agencies are increasingly using impressions to evaluate media, and the usefulness of impressions to evaluate radio and digital using a common metric.
When it comes to audio creative, there are a few commonly asked questions. What are best practices? Is a thirty-second ad better or worse than a sixty-second ad? What is the difference between a host-read ad versus a pre-recorded ad?
Like everyone, Hollywood studios had to get creative in 2020. UCLA’s latest Hollywood Diversity Report, published today by the UCLA College Division of Social Sciences, shows that 54.6% of the top films of 2020 were released solely via streaming subscription services, a major departure from business as usual.
The report, which covers statistics for the 2019–20 TV season, tracks racial and gender diversity among key job categories, as well as ratings and social media engagement for 461 scripted shows across 50 broadcast, cable and streaming providers.
How to write, sharpen and present better creative briefs. By Will Humphrey – Strategy Director at Wunderman Thompson
NBCUniversal, MAGNA, and Identity revealed Deconstructing Diversity Today, a new research study that explores the full spectrum of diversity, and the role that brands play in acknowledging and amplifying cultural identification. The study flips the script on outdated cultural archetypes, and reveals the multifaceted and fluid nature of how people identify today. The study also outlines tangible next steps that marketers can take to connect with multicultural audiences in authentic, culturally-relevant ways
Advertising is a small part of marketing. We don’t control the product. We don’t control the pricing. We don’t control the distribution or the customer service or the marketing strategy. The only thing we control is one aspect of communication.
