By Karla Fernandez Parker Since the dawn of digital, those of us in multicultural marketing have watched general market agencies take over budgets once aligned to specific target markets, such as Hispanic, only to be put in the ubiquitous bucket called “total market approach”. If you are one of these marketers let me point out … Read more
New consumer research from Leichtman Research Group, Inc. (LRG) finds that 87% of U.S. TV households have at least one Internet-connected TV device, including connected Smart TVs, stand-alone streaming devices (like Roku, Amazon Fire TV sticks or boxes, Chromecast, or Apple TV), connected video game systems, and/or connected Blu-ray players. This compares to 80% with … Read more
How to Turn Procurement Into Your (Not So) Secret Growth Engine Given today’s marketing pressures, such as tighter budgets, leaner staff, higher stakes with MarTech, and expectations of increased and tangible return on marketing investments, smart and fast marketing sourcing has become a team sport. This has led to a grassroots refresh of marketing’s relationship … Read more
By Lucy Pérez In this episode of The McKinsey Podcast, senior partner Lucy Pérez talks with executive editor Roberta Fusaro about the findings of The economic state of Latinos in America: The American dream deferred—the firm’s inaugural report on this subject. She explains how greater support for Latino workers, business owners, consumers, savers, and investors … Read more
By Mario X. Carrasco America’s youth, the first multicultural majority generation in U.S. history, is growing rapidly, adding over 2.3 million consumers (about twice the population of New Hampshire) to the population each year, making them a significant force to be reckoned with. These “mini-millennials” challenge brands to address societal stereotypes, particularly around gender identity, … Read more
The online channel has grown 18 times faster than the FMCG industry baseline over the last decade – increasing its share of market value to reach 7.2% in 2021, up from 1.3% in 2012. We forecast a further 0.5% gain in value during 2022, with ecommerce reaching 7.7% of total global FMCG spend by the … Read more
Consumer confidence dipped slightly in May, after rising modestly in April. The decline in the Present Situation Index was driven solely by a perceived softening in labor market conditions. By contrast, views of current business conditions—which tend to move ahead of trends in jobs—improved. Overall, the Present Situation Index remains at strong levels, suggesting growth … Read more
Simplicity announced the appointment of Emigdio Rojas as managing partner to lead its operations in the United States. The executive has over 16 years of experience developing marketing and corporate communication strategies that connect with multicultural consumers in the United States and Latin America. Rojas has forged a track record executing highly effective regional and … Read more
Almost a third of employees think their employer lacks a sufficient commitment to Diversity, Equity, and Inclusion (DE&I), and there is a direct connection between DE&I concerns and intent to quit, according to a new survey from Buck, an integrated HR, pensions, and benefits consulting, technology, and administration services firm. Buck’s 2022 Wellbeing and Voluntary … Read more
The most important resource in any economy or organization is its human capital—that is, the collective knowledge, attributes, skills, experience, and health of the workforce. While human capital development starts in early childhood and continues through formal education, the McKinsey Global Institute and McKinsey’s People & Organizational Performance Practice have focused new research on the … Read more
More than $100 billion in federal funding is being deployed to bring broadband to every American household as part of the largest public investment to connect Americans since the creation of the Interstate Highway System. US policy makers have long talked about the need to close the nation’s digital divide. Congress has now translated that … Read more
As the United States experiences record levels of inflation, the prices of goods and services are continuing to climb. Consumers and retailers alike are feeling the pinch and wondering what’s next. Consumers were able to save significantly during the pandemic, thanks to government stimulus packages and a decrease in spending on services. As the economy … Read more
Latin2Latin Marketing + Communications (L2L)’s Por Los Nuestros” Voices of our Community, a unique integrated campaign targeting Hispanics in Kansas received two Telly Awards: Gold in the Health & Wellness category and Bronze for the Social Impact category. This collaborative effort to get Kansas’ Hispanic community vaccinated against COVID-19 was driven by Kansas Governor Laura … Read more
The Union of European Football Associations (UEFA) Champions League Final is commonly one of the world’s most-viewed annual sporting events. And viewers aren’t the only ones rallying; sports are a huge draw for media buyers and the payoffs for rights holders are rising. In 2018, nearly 106 million people tuned in when LaLiga’s Real Madrid … Read more
A startling gap exists between marketers who are poised for future growth and those who are less likely to significantly improve growth prospects based on how each group views future opportunities and the importance of innovation. That is one of the key findings in The Future of Marketing: A Roadmap to Hypergrowth, a new ANA … Read more
A press release is a communications tool that’s been leveraged for years and continues to be an integral piece of a company’s marketing, PR, and social media strategy. Not only do press releases give companies a channel to share newsworthy stories, but they also strengthen search engine optimization and increase the odds new customers will … Read more
New research validates the powerful impact of advertising in driving the US economy. A new study, commissioned by The Advertising Coalition and conducted by IHS Markit, found that advertising generated $7.1 trillion in sales activity and supported 28.5 million US jobs last year. The study found that the total impact of advertising and its multiplier … Read more
Univision announced that the hit romantic comedy series “La Mexicana y El Güero” (I love you, Güero) will premiere on Tuesday, May 31. The light-hearted series will join Univision’s highly-rated weeknight primetime at 8 p.m. ET. The story centers on Andrea (Itatí Cantoral), a beautiful con artist, and Tyler (Juan Soler), an idealistic millionaire who … Read more
HMC devotes a week of its annual summit to latest multicultural research Claritas, Kantar and ThinkNow Share Latest Insights to Maximize the Hispanic Opportunity As more brands commit to DEI practices and increases in multicultural investment, the Hispanic Marketing Council (HMC) has devoted a week of its free and virtual 2022 Annual Summit to business-building … Read more
Over the last couple of years, many clients and their media buying services have promised to re-direct dollars towards minority owned media and in our case Hispanic Owned and Operated media. The title for this articles is a joke! Have we as an industry created an accountability system to monitor and ensure that new and … Read more
