For over 40 years, many have predicted the demise of Spanish-language media and advertising in the U.S., despite Census results reporting that Hispanics have accounted for over 50% of the total U.S. population growth for more than 20 years. Why is this? Conversations have been dominated by the fact that U.S.-born Latinos are now driving … Read more
Afro-Latino identity is a distinct one, with deep roots in colonial Latin America. As a result, it can often exist alongside a person’s Hispanic, racial or national origin identities. The life experiences of Afro-Latinos are shaped by race, skin tone and other factors, in ways that differ from other Hispanics. And though most Afro-Latinos identify … Read more
With such a vibrant culture and rich sense of togetherness, it’s no wonder Latinos love fiestas. If there’s an opportunity to party, we’ll find an excuse to turn up the music and celebrate together! However, many brands and retailers may be missing out on enduring, year-long cultural connections with the U.S. Hispanic audience by improperly … Read more
Every year, the topic of gender equity captures headlines during Women’s History Month. During this time, the media industry is often called out for a lack of on-screen representation. The numbers speak for themselves: women received 43% share of screen and 42% share of casting in U.S. television programming in 20211, with only 31% of … Read more
Ragan’s annual Communications Benchmark Report, an exclusive study from Ragan’s Communications Leadership Council, is a deep dive into the data and an analysis of the major trends in the profession over the last 12 months. During that time, comms pros have been called on to develop and distribute the message on new policies that affect … Read more
MMA Global, the association devoted to architecting the future of marketing for CMOs, released the Marketer Benchmark Study on Growth with findings on a topic at, or near, the top of the priority list for ANY company in ANY industry: Growth. The results revealed a 50/50 split among marketers when it comes to how to … Read more
By Mark Duval – The Duval Partnership Most people are familiar with user experience (UX) and customer experience (CX). At The Duval Partnership, we’ve become increasingly focused on the concept of the prospect experience (PX™). But what does that mean exactly, and why should agencies care about it? PX is how your agency presents to … Read more
Over the past decade, chief marketing officers have experienced a regression of trust, appreciation, and longevity. With average tenure of CMOs falling below 40 months and the median tenure at 25.5 months, corporate marketing leaders are searching for answers as the value and recognition of their work is minimized and marginalized. Despite a near universal … Read more
By: Chris Boland and Maurya Overall Short CMO tenures and increased turnover have captured the attention of many in the business world. However, while studies have quantified just how short these tenures are getting, there’s been little discussion of the real costs that come with turnover. There’s the cost of the CMO search itself, of … Read more
by John Connors The CMO role is under fire, but there are ways they can earn respect and trust in the C-suite CMOs are facing doubt within their organizations that they can drive growth. Time is increasingly committed to counseling CEOs who believe they have a marketing challenge. And they’re not alone—other C-suite executives are … Read more
By Roberto Orci 3 Steps for Modern Marketers to Increase Effectiveness of Integrated Campaigns Integrated marketing makes a lot of sense because it focuses on having a consistent brand message across all media channels, all markets and all consumer segments so that the brand breaks through the noise and the budget is efficiently spent. Unfortunately, … Read more
According to the results of a new survey on the future of outcome-based metrics and tools for marketing effectiveness, two-thirds (67%) of consumer packaged goods (CPG) marketers say that return on ad spend (ROAS) is the most significant advertising key performance indicator for their business today – followed by 16% indicating target audience reach was … Read more
CMO tenure is the lowest it has been in over 10 years, and while new data suggests that 86% of CEOs believe CMOs have the power to influence key decisions of the C-suite, less than a third actually trust their CMOs to grow the business. Access insights from more than 150 Fortune 3000 CEOs across … Read more
Estrella Media and TV Azteca are entering into a landmark content and programming partnership for the U.S. and Mexico. The companies will partner on the creation of over 600 hours of original programming for both the U.S. and Mexico, as well as the production of existing series and the licensing of library content to air … Read more
Modern culture agency alma has named Isaac Mizrahi as the agency’s Co-President and Chief Executive Officer. Previously serving as COO, Mizrahi will continue to lead the agency’s overall growth, building on its recent success and new business wins, including 18 new partners which have been added in the last 18 months. Alongside Mizrahi, Co-President and … Read more
The 2020 Census made it crystal clear that the time to act is now. Companies who aren’t engaging Hispanics with targeted efforts are at risk of being left behind. At the same time, brands and their agencies are dealing with the complex challenges of finding premium supply, achieving scale, and doing all of that in … Read more
Despite the difficulty of the past two years, brands continue to re-balance their marketing efforts after widespread pullbacks in 2020, especially with respect to traditional mass reach channels like TV and radio. As they rebalance, agility remains critical. Consumer behavior isn’t just in flux—it has changed. Data remains a marketer’s guiding light. But that data–which … Read more
DDB Worldwide has named the alma agency’s Luis Miguel Messianu as Global Chief Creative Officer on McDonald’s. Working in partnership with Dave Kissel, DDB McDonald’s Global Business Lead, as well as local agency teams, Messianu will oversee the creative output of the McDonald’s brand across 46 markets, where the DDB network is responsible for the … Read more
With the 2022 Upfronts taking place in a few weeks, engaging the multicultural American mainstream and diversifying content has never been more critical. During its 2022 Annual Summit, the Hispanic Marketing Council (HMC) has gathered the CEOs and CMOs of major holding companies, brands and streaming platforms for a series of Pre-Upfront sessions beginning April … Read more
