7 CMOs Myths About Hispanic Marketing
It’s that time of the year when CMOs look back at 2017 results, analyze important KPIs and assess their industry as a whole, and project 2018’s performance. Based on my personal survey with clients and prospects, most predict a 2018 with challenges, with any gains from a potential higher GDP growth being eaten by the need to keep prices competitive to fight private label, channel disruption, and a more-than-ever empowered consumer ready to make the switch to competitive brands. By Isaac Mizrahi – Co President, Chief Operating Officer / ALMA
The digital world has given manufacturers new ways to engage consumers, but online direct-to-consumer models are a mixed bag. Which ones actually work?
HispanicAd.com in association with Adam R Jacobson are proud to announce the availability of the 2017 Total Market: Unplugged
A big part of driving marketing-led growth is getting into, and remaining part of, consumers’ initial consideration set of brands to shop. Companies can give themselves a leg up by making that a priority.
A new ANA survey revealed that more than a third of respondents (35 percent) have expanded their in-house programmatic media buying capabilities, and have subsequently reduced the role of external agencies that previously performed the same function.
Hispanic shoppers are more profitable than total U.S. shoppers, and although their spending per trip is comparable, Hispanics actually shop more frequently across all grocery trip types.
The Telemundo Station Group and ZGS Communications, Inc. (ZGS) announced they have entered into agreements that, once the necessary Federal Communications Commission (FCC) and other governmental approvals are obtained, will result in the Telemundo Station Group acquiring the 13 television stations, serving 10 markets, currently owned by ZGS. 
We’re all familiar with “Plan B.” It emerges out of the haze when Plan A has self-destructed for one of a thousand reasons. An unexpected snowstorm cancels our flight. We’ll have to scrub a key meeting. Too bad. On to Plan B. If there is no Plan B, we’ll have to improvise. We’re usually unhappy with Plan B. It’s a necessity, born of circumstance. We shrug our shoulders, wistful and disappointed. Oh, well. Plan A was so much better! But … it isn’t happening. By Michael Farmer
2017 has been the year that advertisers called out digital advertising as broken and sorely in need of repair. As stewards of the investment that funds the internet, these ad execs should be applauded for their insistence on better performance. That said, their focus has been on surface issues related to the ad experience, while a larger problem lies beneath.
I have already written about this before, and I think this is probably one of the biggest misconceived concepts marketers have in this country. One that keeps fueling the “one size fits all” Total Market approach. By assessing their choice for headline, even the Pew Research team show a little bias towards the chart on your right side (Share of Latinos who Speak Spanish) instead of focusing on the chart on the left (Absolute number of Latinos who speak Spanish). By Isaac Mizrahi – Co President, Chief Operating Officer at Alma
Kantar Millward Brown has transformed its annual Getting Digital Right study into a global Getting Media Right study. Why? Because digital cannot and should not be considered in isolation from the rest of the media mix. by Nigel Hollis
In marketing circles, the current construct for developing a strategy revolves around paid, earned and owned media. This is a useful model to start with, but it doesn’t provide enough granularity around timing. A strong strategy for marketing campaign development requires you think how these three areas interact and at what time you should be launching each phase.
Picture this, you’re a senior marketing executive and your Hispanic ad agency has just presented a creative idea for your next campaign. You like the direction but suddenly you ask the question: “Have you seen what our General Market agency presented? Why wouldn’t that work for Hispanic? What’s not Hispanic about it?” Pressured to find synergies and budget efficiencies year over year, the temptation to adopt a “one size fits all” approach that may not only save production and agency fees, but could also save valuable time by reducing the number of meetings is a reality facing many marketers in America. By Isaac Mizrahi – Co President, Chief Operating Officer of ALMA
The Circulo Creativo announced the winners of their 2017 USH Ideas Awards competition. Coral Gables based ALMA walk away with the largest cache of awards in multiple categories, along with Anomaly, LatinWorks, We Believers, WING and other shops.
The Hispanic Public Relations Association (HPRA) reveals the winners of the 2017 National ¡Bravo! Awards held at the Lotte New York Palace Hotel in New York City.
The failure of the U.S. Men’s National Team (USMNT) to qualify for the 2018 FIFA World Cup finals is without question a tremendous setback for U.S. soccer. Millions of disappointed U.S. soccer fans are scratching their heads wondering who is to blame for this catastrophe. By Jaime Cardenas – CEO, AC&M Group
Publicis Groupe’s decision to save money by not entering any advertising awards shows next year seemed to have elicited more puzzlement than empathy in the media reports filed from the Cannes International Festival of Creativity, where CEO Arthur Sadoun dropped the bombshell in June. By Thom Forbes
You log into your bank account – and it looks like you just hit the lotto. The large project deposit payment you’ve been waiting for finally arrived, and for a moment, you start to dream about how it will change the face of our agency, from new hires, raises, possibly moving to a larger office, and more. It all seems possible, especially if you’re looking at your agency’s finances on a cash basis. To make the best decisions though, you need to remember, cash doesn’t matter. By Andrew Suzuka, CEO, Optimization Partners
