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The Growing Reach of Radio Among U.S. Ethnic Audiences [REPORT]

In aggregate, the Hispanic and black radio audience totals 74.7 million people 12 and older, up 6.25% from 70.3 million just five years ago. While tune-in has grown across both black and Hispanic audiences, growth among Hispanic listeners has been notably higher than among black listeners between 2013 and 2017.

The State of Advertising Measurement [REPORT]

The proliferation of new media platforms makes media / audience measurement and consumer insight more challenging, yet more important than ever. But measurement within these new platforms is complex, imperfect and constantly changing. Advertisers, agencies and publishers alike struggle to make the best measurement choices to fit their specific needs and ultimately better their businesses.

US TV Ad Spend to drop as Cord-Cutting Accelerates

This year, US TV ad investment will expand just 0.5% to $71.65 billion, a figure down from the $72.72 billion predicted in our Q1 forecast for 2017. As a result, TV’s share of total media ad spending in the US will drop to 34.9%, and is expected to fall below 30% by 2021.

Latina 2.0: Fiscally Conscious, Culturally Influential & Familia Forward [REPORT]

Hispanic women are rapidly becoming an economic and social powerhouse in the United States, with rising rates of entrepreneurship, educational attainment and delayed marriage, according to Latina 2.0: Fiscally Conscious, Culturally Influential & Familia Forward, a Nielsen report released just before the start of Hispanic Heritage Month (September 15 to October 15).

4A’s Agency Prospect Assessment Guidance [GUIDE]

The 4A’s New Business Committee has developed new “Agency Prospect Assessment Guidance” to help facilitate more consistent and efficient implementation of longstanding 4A’s guidance regarding the appropriate level of thoughtful consideration and discussion prior to engaging in a review.

Engaging with the Hispanic Market Beyond Hispanic Heritage Month

Every year around this time, brands begin to bombard Hispanic consumers with special promotions, ad campaigns and cameo appearances in the community. Many brands take advantage of Hispanic Heritage Month (September 15 to October 15) to engage with the U.S. Hispanic community and celebrate Hispanic heritage and culture. But are they perceived as authentic?  By Pacino Mancillas, Partner & VP of Strategic Partnerships, AC&M Group

Smell the Cafecito Indeed: It’s All about the Culture Specialist

David Chitel’s article “Wake Up and Smell the Cafecito, the Despacito and The ‘Total’ U.S. Hispanic Market” provides an accurate and comprehensive history on the evolution of Hispanic Marketing. It is an exciting time to be a culture specialist, as demographics, technology and consumer behaviors are driving mainstream trends at unprecedented rates!  By: AHAA Chair Linda Lane Gonzalez

Follow the Growth: It’s Time to Review Resource Allocation Towards Hispanic Marketing

A couple of months ago, The Coca-Cola Company—one of the benchmarks of the marketing discipline around the world—was the latest corporation to announce the revamping of the Chief Marketing Officer (CMO) position into Chief Growth Officer (CGO). This trend was well documented by the Russell Reynolds Associates report, “The Emergence of the Chief Growth Officer in Consumer Packaged Goods” in February 2016, where the move was described as “a powerful role charged with finding new pathways to growth.”  By Isaac Mizrahi – Co President, Chief Operating Officer

Wake Up And Smell The Cafécito, The Despacito and The “Total” U.S. Hispanic Market

Once upon a time, the U.S. Hispanic marketing model was a single-minded thing of beauty — a perfect, irrefutable story that went something like this. “Unless and until advertisers marketed to U.S. Hispanics in Spanish, they were missing out on tens of millions of under-served customers with over a trillion U.S. dollars to spend, who were more brand loyal and more efficient to target than their non-Hispanic counterparts (i.e., – everyone else who spoke English).”  By David A. Chitel

Closing A Gap and Aiming For More – AIMM Stays Focused On the Multicultural Marketing Imperative

For decades, the advertising industry has lagged behind when it comes to reflecting cultural diversity both within agency workforces and as part of the creative work developed for traditional and non-traditional media. Changes are being made as consumers become more vocal about representation and marketers exercise their influence on agency partners. Agencies are also holding themselves to a higher standard insofar as identifying and addressing institutional bias from hiring to retention practices.

The Agency Holding Company Model Is NOT Dead — Just Challenged

After WPP’s poor financial showing in its latest results, much has been made of the imminent demise of Sir Martin’s agency conglomerate, and the ad agency holding company model in general. Let’s be clear: there are a lot of pressures on that model.

Mastering three strategies of organic growth

Organic growth is key to companies’ futures. According to survey results, the best firms follow more than one path to achieve it and also are better at developing the right capabilities to support it.

How to Rebuild Trust in the Agency-Marketer Relationship

I have just reached the 100-day mark in my role leading the 4A’s, and one thing has been made exceedingly clear to me over the past few months: Before we can make true progress, we must address a critical issue. That issue is trust.  By Marla Kaplowitz – 4A’s President and CEO

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