Why Agencies Need to Get Their Stories Straight
A few months back, TrinityP3 Founder and Global CEO Darren Woolley observed on his podcast that most of the agencies he’d seen recently were not telling their story. Not that they weren’t telling their story effectively, but they weren’t telling a story at all. Often, they were just delivering a shopping list, ticking off the agency’s clients, offices, and capabilities. (Zzzzz. Sounds exciting, right?) Perhaps most interestingly, Woolley said that the agencies actually started off by saying they “wanted to share their agency story,” but still “[he’d] be sitting there waiting for the start, the middle and the end of the story and it just wasn’t coming.” By Mark Duval – The Duval Partnership
Influencer marketing can be an effective way to boost brand awareness and exposure, and reach highly targeted groups that will likely be interested in your brand. And that’s particularly relevant among younger audiences – according to research, 70% of teens now trust influencers more than they do traditional celebrities.
A Facebook post caught my attention this morning. Someone I once worked with many moons ago lost his father. “RIP Dad, thank you for making our lives unforgettable,” he wrote. And then it sunk in. This person’s dad was also my first boss in US Hispanic marketing over thirty years ago. This person’s dad was one of the early pioneers of US Latino marketing in this country and, among many colorful and memorable individuals, I will venture to say he was at the top of the list. This person’s dad was Pedro Font or Mr. Font to those who worked for him.
A generation, according Howe & Strauss, is defined by a life cycle—or roughly 20 years—and greatly influence a nation’s mood. Thrust between a pandemic, racial justice movements and an election, the United States is in the middle of a social and demographic transformation, making 2020 a critical turning point year. But that is not all…2020 marks the rst time any American generation is a multicultural majority. Today, it is the 0 to 17 segment. By 2028, it will be the under 35 segment, and by 2033, everyone under the age of 50 will be a multicultural majority.
There are many misconceptions and outdated perceptions about today’s Latinx population in the world of Hispanic Marketing. So Casanova//McCann conducted a proprietary, quantitative study to get to the heart of the truth. Here’s a teaser of some of the interesting insights the data uncovered.
Ocean Spray Cranberries, Inc. unveils its first ever national Hispanic marketing campaign “Sabor Único. Bueno Para Todos™,” highlighting the brand’s commitment to connecting farms to families and introducing the cranberry superfruit to new audiences
When the COVID-19 pandemic upended our notions of normality, it forced us to reexamine the path forward. We found new ways to interact as social distancing quickly became a necessity. Companies redesigned jobs so people could safely and productively work from home. And, almost overnight, milestones as joyous as birthdays and interactions as consequential as mental health sessions were moved to video conferencing.2 As things unfolded, a reckoning of systemic racism also came to a head, compelling businesses, institutions, and individuals to reflect on our values and what it means to be human.
The Aspen Institute reports that if Hispanic business owners were provided the resources to scale at the same rate as white-owned businesses, “an estimated $1.47 trillion dollars could be added to the economy.” What additional challenges are these owners facing during the COVID-19 pandemic, and how can we all help? Hello Alice decided to take a look at those questions in a new report titled “The Impact of COVID-19 on Hispanic & Latinx Business Owners.” 
Latinos make up the fastest growing share of entrepreneurs in this country, creating new businesses at multiples the rate of other groups, and contributing more than $700 billion in sales to the economy each year. But, of the approximately 4.65 million Latino-owned businesses (LOBs) in the United States, only three percent of those have scaled; that is, reached $1 million or more in revenue annually.
As the pandemic forces consumers to spend more time online, brands must adopt a digital, data-driven approach
Entravision Communications Corporation and Cisneros Interactive announced that Entravision has acquired a majority investment in Cisneros Interactive. This investment deepens and enhances Entravision’s digital product offerings.
In 2020, 77% of people say wellness is very or extremely important to them. Yet, consumers are still hungry for more: Hungry for more wellness—80% of people want to improve their wellness; Hungry and expecting—75% feel brands could do more for their wellness; Hungry and frustrated—only 46% feel that brands take their wellness as a priority.
ThinkNow has been awarded a Bronze 2020 ARF David Ogilvy Award in the Multicultural category for research conducted for the “No One Gets A Diploma Alone” campaign with NGL Collective for the Ad Council.
There is no doubt that 2020 will be the most important year of my life. Between the novel coronavirus, the U.S. Census, social justice and the presidential election, this year has made all of us, collectively, rethink what’s important for our families and in our communities. Perhaps for BIPOC (Black, Indigenous, people of color), 2020 has highlighted the importance of unity, empathy and community because, as diverse groups, we have been disproportionately affected by the pandemic, racism and divisive politics. By Stacie M. de Armas, SVP of Diverse Consumer Insights and Initiatives, Diversity, Equity & Inclusion Practice, Nielsen
Often overshadowed by their male counterparts in Peruvian culture, these talented women are deserving of the spotlight. The women — vocalists, Araceli Poma, Rosa Guzmán, Charo Goyoneche, Sofía Buitrón, Maricarmen Padilla, Milagros Guerrero, Victoria Villalobos, percussionists, Catalina Robles and Gisella Giurfa — aspire to a future free of racism and sexism in Peru.
Louis Maldonado, Partner and Managing Director at d expósito & Partners, is being recognized by the ANA Educational Foundation (AEF) in its inaugural list of 50 AEF Talent Champions at their ‘Inspire Together’ virtual celebration on December 10th at 6pm. He joins an elite roster of noteworthy individuals representing Fortune 500 companies, including clients, agencies, publishers and other media companies. Of note, DEX is the only Hispanic agency with representation among the 50 honorees.
2020 is not only a critical turning-point year because of a pandemic, racial and social movements, or an election, 2020 also marks the first time the 0 to 17-year-old segment—or any generation, for that matter—is a multicultural majority. Building on more than 20,500 consumer touchpoints to date, the Culture Marketing Council: The Voice of Hispanic Marketing (CMC) released the first part of a comprehensive study on Gen Z (ages 13 to 17), IT’S TIME: Ready (or Not) for the Multicultural Majority.
Group Nine Media named Sylvia Banderas Coffinet General Manager of Multicultural Brand Partnerships and Marketing. In this new role, Banderas Coffinet will lead strategic development of the digital media holding company’s multicultural business needs, marketplace positioning, and branded content best practices, as well as spearhead relationships with multicultural agencies and advertisers to connect brand partners with Group Nine’s audience.
The ANA Educational Foundation (AEF) is launching a new initiative in which marketers can give the gift of an ANA membership to colleges and universities to strengthen relationships between the marketing industry and academia.
2021 memberships for Círculo Creativo USA are now open. There are some major changes in next year’s membership model. Before, there were 2 types of memberships: individual and corporate. Now agency, individual, production and post-production house memberships are available.
