The good thing about change is that it opens a dialogue about what needs to happen next. So I wonder, as data gets bigger, will it become more inclusive or has Hispanics and other minority populations, yet again, been left out of the conversation? by Mario Carrasco
Advertising agencies are exceptionally complex businesses, driven by digital / social media innovations, large and fragmented scopes of work, procurement-led fee reductions, holding company-led downsizings, and client pressures to get brands moving again. Agencies have developed hyper-targeted digital executions and ROI tracking tools to help their clients. What they have not done is develop new and better metrics for managing their own businesses.
Pan-ethnic labels describing the U.S. population of people tracing their roots to Latin America and Spain have been introduced over the decades, rising and falling in popularity. Today, the two dominant labels in use are Hispanic and Latino, with origins in the 1970s and 1990s respectively. More recently, a new, gender-neutral, pan-ethnic label, Latinx, has emerged as an alternative that is used by some news and entertainment outlets, corporations, local governments and universities to describe the nation’s Hispanic population.
However, as I have often found when writing posts over the last 14 years, the subject matter got away from me and I ended up with a summation of what all brands should do to drive profitable brand growth. by Nigel Hollis
Agency search consultants can provide a valuable service to marketers and agencies by running a well-structured agency review. This guide provides the industry with ten Best Practice Guidelines for agency search consultants, with the goal of creating an environment where all parties are clear about the role of search consultants in the agency search process.
As 2020 census workers begin knocking on the doors of millions of U.S. households that have not returned their census questionnaires, four-in-ten U.S. adults who have not yet responded say they would not be willing to answer their door, according to a new Pew Research Center survey.
The issue has bubbled up recently in both, Hispanic Agencies and clients and HispanicAd is only too happy to address it. The term “LatinX” is used as a self-identifier by only around 2% of the total U.S. Hispanic population. So, 98% of the Hispanic population self-identifies as Latino, Latina and/or Hispanic. So why is the term being used in advertising and marketing conversations as a term to categorize or represent all US Hispanics instead of “Hispanic” or “Latino”? By Marcelo Salup – Principal at CEO Analytics, LLC – Increasing customer retention & revenues through advanced statistics & algorithms
When we published our ThinkNow Latinx Report in November 2019, many were shocked by the stunning reality that 98% of Latinos do not identify with the term “Latinx” and prefer to identify as “Hispanic,” leaving only 2% of the burgeoning Hispanic consumer base preferring this ethnic label. Of that 2%, 100% speak English only.
NBCUniversal Telemundo Enterprises announced a realignment of its leadership team, following the recent appointment of Beau Ferrari as Chairman, NBCUniversal Telemundo Enterprises. The newly aligned executive team, which is effective immediately, will be responsible for driving the company’s growth strategy with a renewed focus on innovation and multiplatform entertainment, news and sports content.
2020 is the year when the majority of all Americans under seventeen years old will be from a minority background, a process that will culminate with a so-called “minority-majority” population by the mid-2040s. These demographic changes will bring about a significant transformation to Corporate America, and during the next few months, I will discuss some of these consequences, in each article targeting one specific area of our business environment. By Isaac Mizrahi – Co-President – ALMA
As this blog nears the end of its existence I cannot help but reflect on the different themes that run through its 14 years of content – don’t worry, this is not another post about the importance of perceived difference to brand growth – however, it is a related subject: how often brand marketers get led astray by data. by Nigel Hollis
The State of Data is a recurring research initiative designed to help U.S. advertising, marketing, and media practitioners better understand how their peers are investing in and using audience data as a fundamental pillar of their customer acquisition and engagement efforts.
A majority of Americans think social media companies have too much power and influence in politics, and roughly half think major technology companies should be regulated more than they are now, according to a new Pew Research Center survey that comes as four major tech executives prepare to testify before Congress about their firms’ role in the economy and society.
As Americans continue to cope with the uncertainty of health risks, economic downturn and restrictions in day-to-day living caused by COVID-19 and intensified by flashpoint events highlighting systemic racism in the United States, nearly half (45%) say their brand preferences have changed. Close to three quarters (74%) said the recent protests against racial injustice have made it more important to support businesses that improve diversity and inclusion, according to new research by global communications consultancy Ketchum.
The arrival of the COVID-19 pandemic suddenly and completely reshaped the consumer landscape at the start of 2020. At the same time consumer packaged goods (CPG) companies were looking to break out of a decade of inconsistent growth, many saw their expectations of growth replaced by a struggle for survival, while others had to ramp up production to meet never-before-seen spikes in consumer demand.
COVID-19 has created a massive humanitarian challenge: millions ill and hundreds of thousands of lives lost; soaring unemployment rates in the world’s most robust economies; food banks stretched beyond capacity; governments straining to deliver critical services. The pandemic is also a challenge for businesses—and their CEOs—unlike any they have ever faced, forcing an abrupt dislocation of how employees work, how customers behave, how supply chains function, and even what ultimately constitutes business performance.
The COVID-19 pandemic has transformed many aspects of consumers’ lives and brought numerous sectors of the world economy to a halt. During this chaotic and stressful time, marketers are desperately searching for paths to stability. TV advertising, for instance, continues to be an important way for brands to connect with consumers. Drawing on the company’s Ad Intelligence service, COVID-19 Barometer and Creative Guardrails studies, Kantar has found that the TV advertising landscape is changing for both consumers and brands.
The 2020 Census is dependent on gathering Census data. This alone is a major impediment to be able to gather information from minority households that do not have Internet access in many states. They boast that they have a 62% national response rate.
Cultural Insights and Planning are the bridge between complex consumer data and creative in any successful campaign. This CAPE Award webinar spotlights two successful campaigns that have resonated with their target audiences and delivered for their clients because they were rooted in insights and backed by solid planning.
Hispanics made up more than half of total U.S. population growth from 2010 to 2019Hispanics have played a significant role in driving U.S. population growth over the past decade, though the group is not growing as quickly as it once did. From 2010 to 2019, the U.S. population increased by 18.9 million, and Hispanics accounted for more than half (52%) of this growth, according to a Pew Research Center analysis of new U.S. Census Bureau population estimates, the last before 2020 census figures are released.
