The Great Lockdown is just the beginning of what is likely to prove a long and difficult road through recession to recovery, and that means advertisers are going to have to answer three difficult questions. Can your brand afford not to advertise? Where should you advertise? And what sort of content should you run? by Nigel Hollis
During the 2008-09 recession, agency organic growth fell by -1,500 bps from +4% in 3Q 2008 to a low of -11% in 2Q 2009. It took seven quarters in the end for organic growth to recover back to +6% in 2Q 2010, reflecting the prolonged economic weakness over this period.
The consumer packaged goods (CPG) industry is currently facing the biggest and fastest change to shopping behavior in modern history as a result of the novel coronavirus (COVID-19) pandemic. Amid record job losses and unemployment filings in the last month due to travel restrictions and physical retail closures, it’s not an understatement to say that the industry is operating in uncharted territory.
We all know the theory: brands that spend more on advertising during a recession recover faster when the recession ends. It is a well proven fact. Except this time around we are dealing with a health crisis, the repercussions of which have impacted both demand and supply. And whatever happens, advertising alone is unlikely to do the trick. by Nigel Hollis
To be effective in an increasingly technological workplace, workers must know, not just how to use digital tools, but when and why to use them. Critical to this ability is digital agency: the judgment and confidence required to navigate and be effective in unfamiliar digital environments.
Avoid damaging cuts and realign resources in response to fluid shifts in demand from the Covid-19 fallout.
Rafael Eli is familiar to those within the Hispanic television, digital, print and radio communities and has been the behind-the-scenes co-producer of the annual Hispanic Television Summit for the past 18 years. The summit is presented annually by Future’s television industry magazines, Broadcasting & Cable and Multichannel News. Eli often influenced the selection of the Summit’s award recipients, notably Hispanic TV talent and celebrities with whom he had a personal relationship including talk-show host Cristina Saralegui, sportscaster Andrés Cantor, news anchors Jose Diaz Balart, and Jorge Ramos to name a few.
To my dear Amigo, Compadre, Hermano – Rafael Eli, we at HispanicAd and our families do not have the words to express our gratitude and respect to you for the unique relationship and the bonds that united us for so many years.
Our conversations and emotions about literature, art, cinema, business, innovation, relationships, love and the future we both worked towards ensuring that the US Hispanic and Multicultural communities are respected and looked upon as socially, politically and economical viable will be missed. They filled my days and nights, waiting for our next discussion.
After our conversations, for hours my house and office would be abuzz after the loud discussions, the laughs and insights brought forth by our typical Latino to Latino conversations, they were highlights for many of our dinner conversations. You brought your “Jibaro y Guajiro” points of view along with my “Jibaro, Guajiro y Gaucho” views. ¡Que mezcla!
I remmember as if it were yesterday on the corner of Lexington Ave and 42nd Street in NYC in 1999, you were the first person I mentioned that we were going to launch HispanicAd to serve the US Hispanic advertising, marketing, media, public relations and research executive Industry. You said, ¡Pa’ Lante, ni un paso para atraz!
People say that you are lucky if you have one true friend, I count you as one of mine.
Gene Bryan
Fortes en Fide
For multicultural marketers, the need for real-time research and insights about COVID-19 and multicultural consumers is paramount. By understanding the impact of Coronavirus on multicultural consumers, brands will be best positioned to formulate and execute plans to address this impact and build long-term, mutually beneficial relationships with multicultural segments who will be critical growth drivers across industries.
More than 200 sellers shared current insights and their future predictions on the impact of the Coronavirus pandemic on advertising revenue. They give perspectives on what sellers find most challenging to their operations and what they want buyers to know.
As the spread of COVID-19 upends work, classes and even doctor appointments across the country, a majority of Americans are turning to digital means to stay connected and track information about the outbreak.
Purpose-driven campaigns, creative expressions, and the creative industry as a whole have the unlimited potential to inspire action and progress towards advancing a better world. Join us how we learn from leading creative Luis Miguel Messianu, Creative Chairman, Chief Executive Officer of Alma some best practices and the role of creativity as a force for good, particularly during this global pandemic.
Technology will lead to dramatic changes in the agency model, but experts say the effects could be good for clients and agencies alike
Miami based Boden, launched the COVID-19 Hispanic Public Relations Resource, an online guide that helps brands connect with and support the Hispanic community.
LERMA, a Dallas-based creative agency, has released a report which includes recent research findings from several sources, including Russell Research.
Faced with the realities of the COVID-19 pandemic, those of us working in market research are feeling the same uncertainty as everyone else. And yet market research professionals have an important role to play, by putting their management teams in touch with customers and offering sound, evidence-based advice. by Nigel Hollis
In this special edition Resilient series, we shift our focus to the evolving COVID-19 crisis. From supply chain disruptions and economic scenarios to remote working challenges and crisis response strategies, these episodes feature actionable insights from leaders to help you think through what to do now—and next.
The Culture Lab, a think tank of member agency Alma in Coconut Grove, Fla., has released its Quarterly Cultural Digest with its first look at the impact of the coronavirus pandemic on multicultural consumer groups in the U.S.
As the media and advertising community is buffeted by the negative impact of COVID-19, secular economic realities will remain a concern for legacy media categories well beyond their near-term issues. Among 28 marketing communications categories, only 12 are projected to generate growth in the first half of this decade and only three of the 12 can be categorized as legacy media: broadcast syndication, Hispanic media, and cinema advertising.
HispanicAd.com has an open invitation to members of our industry that wish to submit commentary with observations on the state of Hispanic advertising during this new normal. In his most recent contribution to HispanicAd.com, Louis Maldonado, partner and Managing Director of d expósito & Partners, a leading communications firm in the ad industry, offers an opinion piece on COVID-19 and its impact on the U.S. Hispanic market. His commentary offers advice on how brands should behave with regard to the U.S. Hispanic market during this global pandemic, framed within the context of “Love in the Time of Cholera,” by Nobel Laureate, Gabriel García Márquez, for added relevance to today’s times.
