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The FUTURE of HISPANIC Marketing :: A Path to Growth or Blended Reality?

The years since I left the Silicon Valley to lead a company (Geoscape) providing data, analytics, research and technology have taught me quite a few lessons. My initial focus was international — Latin America especially but also Europe and Asia — and in the early 2000’s we began to put all our energy into developing data analytics and technology platforms to facilitate use and action based on relevant data and techniques to help companies navigate the American cultural terrain. In the beginning I felt resistance on the part of marketers to embrace these analytic techniques yet over a period of time many companies embraced the approach, leading to hundreds of fruitful business relationships across industries.  By Cesar Melgoza – Founder & CEO of Geoscape

Do not misinterpret the Excess Share of Voice analysis

Various studies find that there is a consistent relationship between share of voice this year and market share change next year. The more a brand spends compared to its market share, the more likely it is to grow over time. But within a category some brands will fail to obey the general relationship and it is important to understand why.  by Nigel Hollis

What Does Your Brand’s Voice Sound Like?

Video didn’t kill the radio star. Neither have multiple forms of media that have emerged in the last few decades. Perhaps more important, radio has spawned the dramatic and ongoing rise in voice technology that has captured consumers’ imagination and then some.

Demystifying Millennial families in Latam [REPORT]

Never in the history of marketing has so much been said about a generation as millennials. We think we know them – they are super-connected, carefree and selfcentred – and those assumptions have driven our marketing decisions for years.

A Millennial Latina on Pay Inequality and Business Distrust

The millennial Latinx woman is now fully aware of the significant and dual prejudice she faces in the workplace. We have learned that our gender and ethnicity have been used against us in business organizations and, furthermore, put us at risk of being the most underpaid employees versus both our male counterparts and female colleagues from other ethnic backgrounds.  By Carla Michelle Santiago – SVP Deputy General Manager at Edelman

What is ‘The Cloud’?

The “cloud” is a technology transformation that has been spreading like wildfire throughout the consumer packaged goods (CPG) landscape for a while now—a long while. But like many modern technology advancements, the term “cloud” isn’t self-defining. So before we get into the many benefits of the cloud to your business, let’s define it.

Quiñoy and Chaplin join The Story Room

The Story Room announced that Melisa Quiñoy, former CEO of Dallas-based Dieste Agency and Tiffany Chaplin former Digital Account Director at New York’s Merkley & Partners have joined the leadership team in newly created executive positions based in Miami.

Award-winning production team puts the finishing touches on Our Stories; the untold truth about Maria’s impact.

The Puerto Rican filmmaker Yael Deynes is in the editing phase of Our Stories – Nuestras Historias, project that many consider will be his masterpiece.  “For us Puerto Ricans, Hurricane Maria was and is, the bullet that we could not recover from ourselves. For two weeks I suffered the anguish of not knowing if my mother was dead or alive. I realized that I was not alone and my uncertainty, pain, and despair, along with thousands of others, became known to the world”  said Deynes who is the author, creator, and director of the film.

Look Before You Leap – Considerations for marketers thinking about bringing digital media in-house

At the end of 2017, Adobe published a report showing that almost two-thirds (62 percent) of marketers planned to take all their programmatic media buying in-house by 2022, with the remaining 38 percent planning to take some elements of programmatic under direct control in the same period. A 2018 ANA report showed a similar effect from in-housing. The ANA’s “The Continued Rise of the In-house Agency” report, which replicated and updated similar studies from 2013 and 2008, found that the number of advertisers with in-house agencies has grown substantially, standing today at 78 percent of brands, compared to 58 percent five years ago and just 42 percent a decade back. Sixty-five percent of advertisers said that the in-house agency workload had grown “substantially” in the past year.

Is Influencer Impact on Brand Image and Safety a Concern for Marketers?

Earlier this month, a widely publicized feud broke out between two well-known beauty influencers, Tati Westbrook and her protege James Charles. Bypassing the rather complex details, the debacle ensued after Charles posted an Instagram ad for SugarBearHair vitamins, a direct competitor of Westbrook’s Halo Beauty vitamins.

Why Diversity and Inclusion Matter, in More Ways than One [PODCAST]

eMarketer director of sales Christine Anene and organization development director Mayte Espinal join the podcast to discuss the importance of diversity and inclusion in the workplace. Are D&I initiatives a question of good corporate citizenship, or are they also good for business? What are current trends and best practices in making offices more like the outside world? How do employees respond when companies focus on workplace health?

Word of mouth is powerful but lacks some important qualities

Last week I was in Monterrey, Mexico, invited to speak at the internal marketing conference of packaged goods company Sigma. First up on the agenda was Jonah Berger, professor at Wharton Business School and author of the book ‘Contagious’, who, not surprisingly, was talking about the power of word of mouth. He delivered a great presentation, but I had to question some of his assertions.  by Nigel Hollis

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