Cúspide 38 & 39 – 2021
Tras la posposición de la premiación correspondiente al año 2020, la Asociación Publicitaria de Puerto Rico otorgó los galardones a la creatividad en una ceremonia conjunta que cubrió dos años de trabajo creativo, que corresponden a sus ediciones 38 y 39. Durante el evento, la industria publicitaria reconoció los mejores trabajos, entre los que destacaron piezas que hicieron latente la importancia que tienen la creatividad y efectividad a la hora de proveer a los clientes y marcas soluciones para enfrentar los retos de un mercado cambiante y lleno de transformaciones.
HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2020 Hispanic Content, Data & Social Marketing Report for our readers.
HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2020 Hispanic Market Thought Leaders (previously Hispanic CMO) for our readers.
In our “Industry Spotlight Series“, we are highlighting Roberto Orci – Executive Vice President of Strategic Growth of Captura Group.
Why marketers are perfectly positioned to lead the new growth agenda
David Droga’s new role as CEO of Accenture Interactive has been a hot topic this week. While many wonder what it might mean for consultancies versus agencies, that may be a moot point as the two hire and acquire their way closer together. And it’s not what I find most interesting about Droga’s new position. Droga’s ascension signals the increased valuation of creativity. If a business consultancy can put a creative in its #1 position, that says a lot about how it perceives creative’s value for its own business and clients. By Mark Duval – The Duval Partnership
Arturo Villar, a pioneer in covering the trade news in the U.S. Hispanic Market, has died in Spain, at the age of 88, from causes apparently related to Covid-19. He had been the publisher of HMW (Hispanic Market Weekly) until recently. 
In our “Industry Spotlight Series“, to commemorate National Women’s Equality Day, we are highlighting Gabriela Alcantara-Diaz, Founder and President and Shirley Attia, Chief Creative Officer of Semilla.
Considering the time, energy and expense marketers spend conducting reviews—and that agencies spend on developing new business—it’s critical for both partners to ensure a long and fruitful relationship.
Here’s something we all know: advertising measurement is outdated. Just scroll through the media headlines and it’s impossible to avoid. An Olympics that saw both record consumer engagement and ratings declines. A high-profile dispute over box office numbers and streaming audiences. Or as the Media Rating Council’s Board considers Nielsen’s accreditation fate. By Kelly Abcarian – EVP – Measurement & Impact, Advertising & Partnerships – NBCUniversal
And here we are once again near another Hispanic Heritage Month (HHM). Like in previous years, we can expect an uptick of campaigns targeting the Hispanic segment, coming from a wide range of brands, from those with a solid commitment to investing in the Hispanic segment to the ones that try to equate a once-a-year post on social media celebrating HHM to an entire Hispanic marketing strategy. By Isaac Mizrahi / Co-President & COO of ALMA
The Gartner CMO Spend Survey shows that marketing budgets dropped from 11% of revenue in 2020 to 6.4% in 2021, causing a cascading ripple in how chief marketing officers (CMOs) are prioritizing spend across the organization. Faced with a reduction in resources, CMOs have reprioritized marketing channel spend for 2021. Now, pure-play digital channels dominate, making up 72.2% of the total marketing budget.
It is a unique time in our US Hispanic Advertising, Marketing, Media, Public Relations & Research Industry. Current social conditions, the new found interest by major corporations to entertain important DE&I conversations and the “lack” of US Hispanic focused Executive Voices are molding the current conversations in Business. Non-Hispanic focused Executives and Marketers are dominating the current discussions about DE&I in Corporate America. How will this impact the US Hispanic Advertising, Marketing, Media, Public Relations & Research Industry?
Market challenges and legacy decisions are forcing consumer-packaged-goods companies to rethink their strategies for revenue growth management.
Making the case for the importance of advertising and justifying the expenditure that goes behind it isn’t always easy. This data makes that case very powerfully.
The media and entertainment industry doesn’t have a choice; it must change. Consumers have upped their baseline expectations as technology has evolved, and competitors for consumer time aren’t limited to traditional media. If we look across current forms of media, consumers multitask with other media more than 55% of the time.
