The Hispanic population in the U.S. continues to grow, especially among the younger cohorts. Over one-quarter of kids 6-11 are Hispanic, with 24% in the 12- 17 and 18-34 cohorts. Hispanics make up 17.6% of the total 6+ population in the United States.
How do we go about adopting healthy client/agency practices and relations to get budget fit? Once you get there, how do you stay budget fit? Let’s explore best practices to make this a successful, sustainable process.
The Culture Marketing Council: The Voice of Hispanic Marketing announced Sarah Carberry, Head of US Multicultural Strategy & Sales, Google; former CMC Chair Alex López Negrete, President and Chief Executive Officer, Lopez Negrete Communications, Inc.; and Eduardo Pérez, Founding Partner, PM3 have joined its Board of Directors.
Women’s entrepreneurship is thriving in America. According to the 2018 State of Women-Owned Business report commissioned by American Express, 1,821 women-owned businesses were launched per day over the last year, bringing the total number of women-owned firms to 12.3 million, employing over 9 million people and accounting for $1.8 trillion in revenue.
Effective brand marketing increases the probability of consumers either picking a brand or paying more for a brand when it is time to buy. But what data and analytic approaches help us to understand the influence of brand marketing on sales? By Bill Pink / Kantar Millward Brown- Head of Brand Guidance Analytics in North America
The landscape of advertising is constantly evolving. New technologies, Millennials, aging Baby Boomers, and shifting social climates shape and re-shape the way advertising is consumed and perceived.
In today’s crowded car market, it can be difficult for auto advertisers to connect with consumers, encourage new sales—and do it all under shrinking budgets. To meet these challenges, you need the most complete understanding of how consumers shop for cars and react to automotive advertising.
The number of marketers with in-house agencies has grown substantially over the past five years among members of the ANA (Association of National Advertisers), according to a new ANA study.
The latest Getting Media Right finds that marketers globally continue to struggle to assess their marketing performance due to disconnects in strategies for reaching consumers. So why are integrated media campaigns so challenging? by Aaron Peterson – Director, Marketing & Insights / Insights Division at Kantar
Advertisers can build more transparent, partner like relationships with their media agencies by taking four steps.
The ID Comms 2018 Global Media Transparency Survey has found that just 10% of advertisers rate levels of trust with their agency partners as high or very high. By contrast, the number who believe that trust is low has shifted from 29% to 40%, while the number who believe it is average has fallen by 12%.
The Federal Bureau of Investigations has contacted the Association of National Advertisers (ANA) legal counsel regarding an investigation into the media buying practices in our Industry. The ANA has sent the following letter to its members.
As digital marketers try to connect with a growing US Hispanic population, they will need to get past the outdated picture of a population languishing on the wrong side of a gaping “digital divide.” Thanks in part to smartphones, Hispanics have become a very digital cohort.
After a dinner at which I sounded off about the inability of big companies to innovate, my friend sent me a link to this article, ‘Why Big Companies Squander Good Ideas’ . It is another interesting read and it strikes a chord with me because it does not buy into the typical disruption model or assume that everyone is an idiot. by Nigel Hollis
In the past, TV advertising’s value was obvious. Ask anyone “Where’s the beef?” or “Can you hear me now?” and chances are they’ll immediately associate those questions with Wendy’s and Verizon. But in the digital-first world, TV’s place in an omnichannel marketing strategy is shifting.
In theory the application of zero-based budgeting to marketing ought to be a good thing: no more budgets based on historical spending and funds allocated between options based on current performance. What is not to like? How about the fact that there is often a huge divide between theory and practice? by Nigel Hollis
With major issues in the headlines affecting the multicultural community, there is no shortage of information sharing and social activism—both with in-person protests and social media fundraising. For example, according to the Washington Post, one in five Americans have protested in the streets or participated in political rallies since the beginning of 2016. Of those, 19 percent said they had never before joined a march or a political gathering. By: CMC Research Chair Nancy Tellet
Radio is America’s top weekly reach platform, both overall and with Black and Hispanic consumers—75 million of whom tune in each week. This Audio Today report profiles those audiences, their listening preferences, technology trends, and the unique value they offer to advertisers with a “sound strategy.”
The report is an in-depth look at topics of interest for the second largest generation group in the U.S. and a major player in the marketing world.
The first rule of “Culture Club” is that we always talk about “Culture Club!” No, we’re not talking about rock bands, music videos or cult movies. “Culture Club” refers to any platform, digital or traditional with in-culture specific content for a multicultural segment. Whether it’s a specific site, app or even in-culture content in “mainstream” places, it’s this in-culture digital content that is hitting homeruns out of the park among multicultural consumers! Digital Lives 2018, a study by the Culture Marketing Council: The Voice of Hispanic Marketing (CMC) found that culture drives digital behavior across all multicultural segments, but even authentically diverse ads done correctly in the mainstream can increase engagement with multicultural and some millennial non-Hispanic whites (NHW)! By Nancy Tellet – CMC Research Chair
