Census Bureau released results from two analyses about the quality of the 2020 Census counts. While both showed the strength of the count for the total U.S. population, each analysis revealed that the 2020 Census overcounted or undercounted various demographic groups. “Today’s results show statistical evidence that the quality of the 2020 Census total population … Read more
By Mario X. Carrasco – ThinkNow For someone who has been working in multicultural marketing for almost two decades, the past few years have been transformative. Diversity, equity, inclusion (DEI) and representation in public and private organizations are works in progress. But the momentum is stronger than it’s ever been. The entrepreneur and somewhat skeptic … Read more
Advertising expenditure by over-the-counter (OTC) healthcare brands in 13 key markets* will expand by 7.6% in 2022 and 5.0% in 2023, according to Zenith’s new Business Intelligence – OTC Healthcare report, published today. This growth will be driven by tailored digital brand advertising, as well as performance advertising driving traffic to OTC ecommerce platforms. OTC … Read more
Among Hispanic adults 18+, television (broadcast & cable) had the highest reach of ad supported platforms, with 70.1% reached in one day. Advertisers can reach the majority of this audience with just broadcast TV, a 69.7% reach. Cable came in at 57.7% and was closely followed by social media (56.0%) and streaming programs on TV … Read more
Hispanics are the driving force behind shifts in the American demographic landscape and in popular culture. As consumers demand equality and proper representation coupled with culturally literate, responsible practices from marketers, brands must lead with culture-driven insights and centralize Hispanic marketing as a core practice for achieving sustainable market relevance and growth. To arm them with the cultural insights needed, the Hispanic Marketing Council (HMC) has released its 2021 Hispanic Market Guide, the most comprehensive resource on the U.S. Hispanic market. The new publication is now available to view online or download for free.
Global media expert Ben Jankowski, former SVP Global Media at Mastercard, shares his key learnings from his forty-year career in media as he ends his impressive 11-year tenure at the company and eight years as a global chair of WFA’s Media Forum to start a new consulting venture. If you were to ask 100 people … Read more
The Hispanic Marketing Council (HMC) announced President/CEO of Casanova//McCann Ingrid Otero-Smart has rejoined its Board of Directors, as well as newcomers Albert Rodriguez, president & COO of Spanish Broadcasting System, and José Villa, founder, president and chief strategy officer for Sensis. These members will work closely with the HMC’s governing bodies, executive committee and the … Read more
By Nigel Hollis In his recent article on Mumbrella, “The forgotten ‘P’ of marketing,” Ryan France references the ‘spiral of doom.’ As he notes, the spiral will be hauntingly familiar to many marketers. But if the spiral of doom ultimately leads to bankruptcy, what might lead to the spiral of success? The spiral of doom … Read more
By Stacie deArmas, SVP, Diverse Insights & Initiatives As a first-generation Latina in the U.S., I often hear, “Really, you don’t look Cuban.” Maybe it’s my light skin or my name. “Estacie” doesn’t exactly translate very easily. Perhaps it’s the other person’s familiarity with Cuban actors or musicians. Or maybe it is the way I … Read more
IRI released findings from its 2021 GEM® Lift Study in partnership with SeeHer, the largest global movement for accurate representation of women and girls in advertising and media. The study analyzed the social and financial incentives associated with the depiction of women and girls — across language and race and ethnicity — in advertising campaigns … Read more
With Census 2020 projections showing that the non-Hispanic white population is declining eight years faster than anticipated, the multicultural majority—a reality for youth under 19—may happen as early as next year for the 35-and-under segment and 2028 for all people under 50. The entire marketing landscape must also adjust because WE ARE NOW. This is … Read more
By Isaac Mizrahi – Co-President of ALMA Agency The movement for racial justice over the last two years empowered diverse communities to raise their voices and call for action and advocacy from brands and businesses. The marketing and advertising industry met the call to action by committing to increase investment in diverse-owned media. As agencies … Read more
What happened to the VERY LOUD Black Marketers that we heard & saw last year and the craving by all advertisers to be perceived as woke or engaged? It is a legitimate questions, especially in the light that Black History Month is closing in 6 days. What has been the diversity and DE&I buzz lately? … Read more
2020 was a year of highs and lows. For marketers who have always maintained a commitment to diversity and inclusion, the calls for social justice strengthened their resolve. For many others, however, the momentum of acknowledging the problem gave way to frantic, reactive statements that quickly fizzled out or failed. A year later, companies realized … Read more
What are the top CCO challenges, trends, priorities and key actions for 2022? CCOs are expected to expand their strategic support to the business, mastering crisis, ESG and change communications among other priorities — all with a flat budget. To succeed, CCOs must meet short-term execution needs while remaining strategic and proactive through change and … Read more
TelevisaUnivision Inc. unveiled ViX. ViX will offer more than 50,000 hours of Spanish-language content across genres, including original series and movies, live sports, live news and current Televisa and Univision hits as well as access to an extensive library of top franchise content and formats from Televisa’s vault. The two-tier service will include a free … Read more
According to Census 2020 data, America’s demographics are shifting to a multicultural majority faster than anticipated. While 2020 marked the official year that the first full generation of 17 and under was a multicultural majority, the Hispanic Marketing Council (HMC) estimates that this milestone was reached sometime in the middle of the last decade—years ahead … Read more
The Immigrant Archive Project has been identified as a historically and culturally significant website by the United States Library of Congress and has thus been designated for preservation. The Immigrant Archive Project has been selected for archiving and will form part of the Latin American Studies (HLAS) Web Archive at the United States Library of … Read more
As a natural continuation of their successful careers in advertising, the three veterans join forces to establish an independent entity with operations in Dallas and Miami. “BeautifulBeast was born amid the pandemic, so flexibility is a fundamental part of our DNA in every way. The world has changed, and we decided that this was the … Read more
Despite big commitments, many brands are still missing the mark when it comes to cultural authenticity in their ads ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) and partner company Oppside, LLC released new findings from its Cultural Insights Impact Measure (CIIM™) revealing the Best-In-Culture brands of 2021 across key consumer segments. To measure the … Read more
