In the drive to build cred and radiate authenticity, making sure that your materials are fully bilingual is certainly near the top of every aspiring crossover brand’s checklist. To those on the outside trying to get in, speaking Spanish seems like an indispensable element of effective Hispanic marketing. by Sarah Liddle is Vice President, Sales, at MRI-Simmons.
Culture Marketing Council: The Voice of Hispanic Marketing (CMC) announced the winners of the Rising Stars Recognition, the Hispanic marketing industry’s premier award for outstanding marketing and advertising professionals under the age of 35. Veronica Ruiz del Vizo Pedrique, chief creative officer for Mashup Interactive, Jonathan Garcia , associate creative director for Alma, and Isabel Rafferty Zavala, CEO of Canela Media will be inducted as the Class of 2019 Rising Stars during the CMC Annual Summit on June 11, 2019 at the Statler Hotel in Dallas.
Influencer marketing is one of the most hyped marketing strategies today. However, in a world that rises and falls on public opinion, at the speed of digital, there are dangers in an influencer strategy. We can look to James Charles and The Jolly Green Giant for lessons on how to navigate this new opportunity. by Anne Hunter – Executive Vice President, Strategy & Growth / Kantar
Brands are marketing in a multiverse. Have you seen Spider-Man: Into the Spider-Verse? Spoiler alert: Due to a malfunctioning particle accelerator, Spidey meets multiple Spider-People from across alternate dimensions. One of his many challenges is trying to send these other Spider-People home.
Miami based The Weinbach Group announced the addition of Claudia Lascano to its professional staff, where she will serve as manager of client services. In her role, Claudia will manage client accounts, plan and execute campaigns, and collaborate with the agency’s senior leadership on overarching marketing strategy for clients of the marketing communications firm.
Brands and multicultural marketing leaders expect business-building research and cultural insights from the Culture Marketing Council: The Voice of Hispanic Marketing (CMC) upon which to base their culture-driven campaigns and grow market share. This year, the CMC will kick off its Annual Summit in Dallas on Monday, June 10, with a series of research deep dives to provide a knowledge framework for subsequent sessions throughout the conference. Kantar, Twitter and GroupM Multicultural tackle the phenomenon of microculturalism, culture-driven social media behaviors, and technology trends impacting effective marketing strategies to
Growth in marketing budgets has stalled after continued increases in recent years. The pressure is on CMOs to contribute to the bottom line and justify spend. Today, the CMO’s challenge is to allocate budget correctly to get the most out of a company’s marketing investment.
Inspired by the rise of brands that are seeking to connect with what’s happening in the real world and weigh in on what their audiences are talking about, the study asks two important questions: How should we define culture from a consumer’s point of view? How do consumers think about culture in relation to the brand they interact with?
The world that has been radically transformed since the commercial internet emerged a quarter century ago. Ten insights help frame the digital journey.
After a year of political, environmental and economic upheaval, The Future 100: 2019 predicts how these disruptive currents will play out in culture, consumer behavior and emerging trends as consumers seek to navigate the storm.
For the second year in a row, NGL Collective, a leading Latinx digital entity per comScore Media Metrix (Hispanic All – Multi-Platform), has been awarded the TAG Certification Against Fraud Seal by the Trustworthy Accountability Group (TAG), the leading global certification program fighting criminal activity and increasing trust in the digital advertising industry.
Knowing that the census guides how much money a community gets from the government is the most important reason for people to respond to the census, according to results from a 2018 Census Bureau survey.
By Gonzalo López Martí – Creative director, etc. / LMMiami.com
After the giant success of the FIFA Men’s World Cup in 2018, Telemundo Deportes, the exclusive Spanish-language home of the FIFA Women’s World Cup France 2019™ and 2019 Copa America, revealed more details around its digital coverage plans for both tournaments.
Latin America used to be the world’s most prosperous emerging region, but it is on the verge of being overtaken by other regions that were long considerably poorer. It has lost ground since the 1980s despite reform initiatives because of sluggish growth and the unequal distribution of the gains of that growth.
According to the 2019 edition of Kantar’s Brand Footprint report, there are 17 global fast-moving consumer goods (FMCG) brands that are chosen by consumers more than one billion times a year, and 14 local FMCG brands that are in this exclusive ‘billionaire club’.
To the surprise of virtually no one in marketing, it appears that 2019 will be the year when spending on digital advertising finally surpasses traditional ad spending for the first time, a development that eMarketer dubs “a major milestone in the world of advertising.” It projects that total digital ad spending in the U.S. will grow 19 percent, to $129.3 billion, and account for more than 54 percent of estimated total U.S. ad spending this year. Perhaps more noteworthy is the strength of this trend, with digital ads forecast to surpass two-thirds of total U.S. media spending by 2023. Marketers best buckle up.
Use of User-Generated Content (UGC) for marketing and advertising purposes has grown significantly in recent years due largely to the rise of social and messaging platforms where “ordinary people” have become avid and voluntary content creators, notably on their mobile devices. Publishers, marketers, and agencies are increasingly taking notice and capitalizing on this trend in new and exciting ways.
After a decade of steady growth, in-house agencies are finding their place in the sun. In March, marketers from some of the world’s best-known brands took the stage at the ANA In-House Agency Conference in Orlando to celebrate the evolution of their departments from transactional “creative services” shops to high-value divisions that drive growth and customer engagement in a changing media and consumer marketplace.
Jeff Bezos said of the future of marketing,
“The balance of power is shifting toward consumers and away from companies… in the old world, you devoted 30 percent of your time to building a great service and 70 percent of your time to shouting about it. In the new world, that inverts.”
by Niels Neudecker – Head of Global Connect Centre / Kantar
