You’ve heard about multicultural societies and groups, but have you thought about multicultural individuals and what they bring to organizations? Multicultural individuals — such as Chinese-Canadians, Turkish-Germans, or Arab-Americans — commonly think, perceive, behave, and respond to global workplace issues in more complex ways than monocultural individuals.
In mid-April, it became known that Univision Communications wants the FCC’s approval to have one of its many wholly owned subsidiaries take on direct ownership of Univision Radio. The subsidiary is based in Mexico, and as such a foreign ownership ruling has been requested of the Commission.
U.S. advertising will grow +6.2% in 2019 to $244 billion. This will mark a fourth consecutive year of solid mid-single-digit growth for the industry on an underlying basis. Taking out directories and direct mail makes the health of the industry look even stronger, with a +7.6% underlying growth rate for 2019, although including political advertising in all years brings growth down a few notches to +3.8% all in. However we look at it, growth has been robust relative to the general economy, which is generally decelerating on an underlying basis.
In 2020, 69% of all digital media* will trade programmatically, up from 65% this year, according to Zenith’s Programmatic Marketing Forecasts 2019. The total amount spent programmatically will exceed US$100bn for the first time in 2019, reaching US$106bn by the end of the year, and will rise to US$127bn in 2020 and US$147bn in 2021, when 72% of digital media will be programmatic.
The ANA’s Marketing Word of the Year for 2019 hits particularly close to home for many marketers and the consumers they target.
Craft Brew Alliance, Inc. announced the launch of La Rubia Blonde Ale in New York and Connecticut. The expansion builds on La Rubia’s robust double-digit growth to date and will be focused on connecting the beer’s easy-drinking style and authentic brand story rooted in family with Hispanic consumers in key markets.
Lynn Blashford, marketing VP at hamburger restaurant chain White Castle, doesn’t target customers according to their age. Nonetheless, Blashford is keenly aware of millennials’ craving for authenticity. “They have an appreciation for nostalgia when the story is authentic, and that works to our advantage because we have a heritage that goes back 98 years,” she says.
Audiences around the world are shifting their behaviors to be more mobile-oriented than ever before. Against this rapidly evolving consumer landscape, Comscore unveiled its 2019 ‘Global State of Mobile’ report. This new study is designed to help marketers understand the mobile audience trends, and emerging content categories and apps that continue to disrupt the worldwide digital landscape.
There has never been a more exciting time in media. As we enter 2020, change in the media landscape is accelerating at an unrelenting pace with new technologies, platforms and business models continuing to re-shape our industry.
Horizon Media announced that it has hired Sandra Alfaro as EVP Managing Partner of 305 Worldwide, effective immediately. Alfaro joins the Horizon team to lead 305 Worldwide, Horizon’s recently launched full-service multicultural agency with Armando Christian Pérez, aka Pitbull, the GRAMMY© Award-winning artist, entrepreneur, motivational speaker and education advocate, as its Chief Creative Officer.
The Ibero-American Creativity & Strategy Festival (FICE) has named Richards/Lerma its 2019 Independent Agency of the Year in the USA Hispanic and Multicultural category. The recognition celebrates Richards / Lerma’s work creating disruptive and impactful content for a diverse, multicultural America.
By Gonzalo López Martí – Creative director, etc. / lmmiami.com/
Being a two-way feedback exchange between a committed client and an active agency, the agency evaluation process could be better described as a relationship evaluation. And while much has been written about agency evaluations from the client’s perspective, there’s been little coverage of the agency’s side and its specific practices and behaviors.
Some of my colleagues expressed concern over last week’s post which likened online advertising to a cult. But what else do you call the unthinking faith that many marketers have in the power of digital advertising? Sadly, data has a lot to do with reinforcing that faith, but the right data can also help marketers break out of the cult. by Nigel Hollis
In a new KPMG study, “The Truth about Customer Loyalty,” we asked close to 19,000 consumers across 20 countries – including 2,000 in the U.S. – for their views on brand loyalty. Their responses clearly show that loyalty is not dead, but it is evolving and there is a lot of headroom for change.
A new white paper released by five leading advertising standards organizations highlights the importance for brand safety of adopting effective identification measures across the digital advertising supply chain. Released by the Brand Safety Institute (BSI) in coordination with Ad-ID®, EIDR, Trustworthy Accountability Group (TAG), and IAB Tech Lab, “Identification: It’s as Easy as ABC” outlines the full scope of existing and planned identifiers for advertising assets, businesses, and consumers.
World AIDS Day (December 1) is a time to remember those we’ve lost to HIV/AIDS, celebrate our successes in saving and improving the lives of people living with HIV, and renew our commitment to ending the HIV epidemic in the United States and around the world.
Languages are constantly evolving to suit the needs of its users, this can clearly be seen when looking at the Hispanic/Latino population living in the United States. This segment of the population has blended their language, cultural heritage, and the experience of being Latino in the U.S. with American culture in order to navigate and simplify their day-to-day lives. As a result, trends such as Spanglish and code-switching have become a natural way of communicating for U.S. Hispanic consumers. We will discuss what each of these trends are, as well as the implications that they have for advertising to Hispanic consumers. By Isaac Levine – Hispanic Marketing – Florida State University
Her baby boy sick with an earache, Cathy Lopez Negrete came home to discover the water had been turned off due to lack of payment. Days later, Alex Lopez Negrete was leaving for an important business meeting when his car was repossessed. A week like this one might have deterred many budding entrepreneurs. For the co-founders of Lopez Negrete Communications, these tribulations in 1989 were mere bumps on the road to success. The firm has grown into the nation’s largest independent, Hispanic-owned and operated full-service advertising and marketing agency. By Court Stroud
Far be it from some sort of over-arching, existential, or politically-charged claim, the statement that “all marketing is cultural” is demonstrably true and inescapable. Whereas traditional schools of thought may have held that marketing is detached from human nature or consumer interaction, marketing actually constitutes a form of communication which is inseparable from its means of creation and from its audience. In this sense, all marketing certainly is cultural; marketing (especially integrated marketing) is a form of communication; all communication is informed by culture; and cultural aspects inform both the creation of and receptivity to marketing communication. By Chloe Lane / Florisa State University
