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“Nobody Knows Anything” About What Works in the Film Business. The Same is True About Marketing.

“Nobody knows anything,” summed up William Goldman, the most successful Hollywood scriptwriter ever (he wrote 33 produced screenplays), in a memoir written at the peak of his success. “Nobody knows anything. Not one person in the entire motion picture field knows for a certainty what’s going to work. Every time out it’s a guess and, if you’re lucky, an educated one.” The same should be said about marketing, particularly for integrated marketing.  By Michael Farmer

Gen Z, With Their “Instagram” Lives, Are Driven By “STYLE”

According to researcher Jason Dorsey, Gen Z is “the most photographed generation in the world’s history.” Gen Z members 17 and under are also the first multicultural majority generation in America as of 2020, with Hispanics being the largest multicultural segment at roughly half.  Our country’s changeover to a multicultural majority continues with all persons under 35 by 2028 and all persons under 50 by 2033.  By: Nancy Tellet, Research Chair, Hispanic Marketing Council (HMC)

Digital DivideThe discord between marketers’ actions and consumers’ behaviors [REPORT]

Upland BlueVenn commissioned OnePoll to determine how and where consumers interact with brands, and if marketers are meeting their customers’ expectations. The research examines the way in which consumer-marketer interactions differ from sector to sector, and explores the top channels consumers and marketers use for various industries(and whether these align).

Hispanic Marketing Council – DEI & Lack of Multicultural Marketing

Dear Marketers,   In this time of social transformation, as national advertisers you have been thrust into a dialogue of diversity, equity and inclusion regarding multicultural sectors. While many of the corporate initiatives you’ve undertaken are laudable, in too many cases the DEI conversations and initiatives are being led by the very marketers that are slashing their multicultural ad dollars and using the cloak of DEI to cover the shifts that are taking place.  From Hispanic Marketing Council
 

The “New Diversity”​ in Advertising: Corporate Honesty or Hypocrisy??

It is obvious to even the blindfolded and radicals that we are living in weird times, hopefully, time for changes, good ones, time for disruption in many aspects of our personal and professional life, disruption in social and community living, and all of this seems to be bringing -in a very special way- a GRAND remark from the Advertising industry, to re-balance the weight in favor of way more and more print and TV Ads involving people of color and people of Asian ethnicities like it has NEVER seen before in the United States.  By Jorge Parra Photography and AtHome Production: Hybrid Solutions for the Production of Your Commercial Photography and Video Projects in Times of Quarantine and Isolation

Hispanics & Covid-19 – One Year Later [REPORT]

A follow-up to last year’s COVID-19—A Hispanic Perspective, this report is comprised of information gathered through a variety of sources, including digital activity and social listening. Developed to provide a snapshot of the “mood” of the market, the report identifies fact-based opportunitiesfor brands to make culturally relevant connections, as well as pitfalls they should avoid.

ANA To Probe Programmatic Media Transparency

The ANA announced it is launching a comprehensive study of the programmatic media buying ecosystem, which it described as “riddled with material issues including thin transparency, fractured accountability, and mind-numbing complexity.”

Is Your Gen Z Strategy Mobile Only? Not So Fast

It is unquestionable that Gen Z is a mobile-and-short-form oriented audience. Horowitz’s latest report, State of Gen Z 2020, finds that three in four 13-24 year-olds use their smartphones to watch video content—which could include both long-form and short-form—daily or almost every day. In contrast, 62% report streaming video to a TV set, 52% to a laptop, and 36% to a tablet.

When Black is LOUDER than Brown … Part 3 – Latest Update

After a two part series titled “Black is LOUDER than Brown”, where we highlighted the incident where Dentsu’s CEO (owners of Carat Media) stated that the agency would direct more ad dollars to Black Owned and Operated Broadcasters in a program titled “Project Booker.”   We have an update.

For CMOs, The Path For Growth Is Towards The Multicultural Youth

If you ask a CMO, “Who is your target consumer?” there’s a high probability the answer will be “Millennials or Gen-Zers.”  One of the characteristics that distinguish these demographic cohorts is that these are the most multicultural generations we have ever seen in the United States. It is estimated that almost half of all Gen-Zers and 44% of Millennials are from a multicultural background. Together, these two groups represent nearly 42% of the country’s population.  By Isaac Mizrahi – Co-President of ALMA Agency

First-Party Data is a Good Start, but it’s Not Enough

No marketer would ever question the need for high-quality data, especially as consumers demand increasingly personalized experiences from brands. Despite the need, however, data quality remains a significant obstacle for brands of all sizes, which means many marketers will struggle to establish the relevant connections that consumers are seeking.

The U.S. Hispanic Young Lions Competitions 2021

The creatives teams were briefed by the Facebook team, who partnered with Círculo Creativo USA, offering their support by sponsoring this year’s competition in the search for the teams that will once more represent the US Hispanic Market at the Cannes Lions International Festival of Creativity.

2021 Digital Media Trends [REPORT]

After a historic and challenging year, US consumers have become more reliant than ever on media for entertainment, information, and social connection. The pandemic has accelerated preexisting industry trends and altered entertainment-related behaviors, leading many to wonder which will stick after the crisis and what the implications may be for media and entertainment (M&E) businesses.

Digital Must Be Always On—Here is Why

With more content at their fingertips and more time to consume it, today’s audiences are everywhere, moving seamlessly between all screens. This fragmentation has made reaching consumers with the right ad at the right time even more challenging. It has also heightened the importance of comprehensive, comparable cross-platform audience measurement that enables media buyers and sellers to understand the performance of campaigns across platforms.

The power of inclusion and diversity in advertising

In ‘The 5 habits of highly effective advertisers’, we highlighted that inclusion and diversity is one of the ingredients, or creative devices, used by brands to make their ads both creative and effective.

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