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Maroni named VP & Creative Director of Telemundo Studios

Telemundo announced Miguel Varoni has been promoted to Vice President and Creative Director of Telemundo Studios and Telemundo International Studios, where he will work on  scripted projects targeting the U.S. Hispanic and Latin American market.

Our Industry’s Dirty Little Transparency Secret: PUERTO RICO

The island of Puerto Rico as many of our readers know is a territory of the United States governed by United States Federal Law.  It also considered a major US Hispanic Market, but since it resides on an island many place it under the international division.  But it has turned into a petri dish for many of this century’s testing: birth control, mass sterilization, agent orange and more up to the ad industry’s test of transparency.

How Hispanics Use Coupons

Coupons have become more accessible than ever to consumers thanks to digital and mobile tools. And US Hispanic internet users overindex for every activity related to coupons, discounts and deals—digital or not—compared with internet users overall, according to a survey from direct marketing company Valassis conducted in Q3 2016.

Trends in Supermarket Advertising and Promotions

With responses from nearly 70 food retailers representing more than 4,600 stores across 34 states, the comprehensive study details growing investments in social media, mobile and more relevant promotions by U.S. grocers in response to changing consumer buying behavior.

Segmentation Can Help Overcome Addressable TV’s Small Scale

While TV has long been a fantastic way to deliver messaging to a wide audience, marketers have recently been attracted to new methods that allow them to use the deeply engaging medium in a more targeted fashion. Delivering TV ads to highly specific audiences by leveraging data is something of a holy grail for marketers, and can help them reduce the waste that comes with typically massive scale buys.

Erosion Of Trust In Media & Brands [INFOGRAPHIC]

More than 80% of women claim to distrust the news media, citing “inadequate fact checking” and “political bias” as the primary causes.  When asked about their trust in advertising, the response was similarly distrustful: 80% of women say they don’t trust ads.

Gender intelligent design: what brands, product designers and customer services need to know [INSIGHT]

Femininity: its definition, role and perceived value within society is rapidly changing. In the wake of such change, the route to equality is being redefined. No longer is equality simply about obtaining the same status as a man (and likely having to fit into a world designed by and for men to do so), women can now aspire to a world designed to suit both genders. One where feminine needs and traits are valued as much as traditionally masculine ones.

Univision launches polling platform

Univision Communications Inc. (UCI) announced its partnership with CivicScience, to provide research on the Hispanic consumer and emergent trends.

The Montage Agency launches

Marketing executive Charlene Dance, with over 15 years of expertise spanning various industries including beauty and public health, announced her official departure from Strength of Nature Global LLC as its Global Marketing Director to step into a new role as President & CEO of The Montage Agency.

An ‘Expedited’ Solution To Charter-Univision Stalemate?

There will be no absence of Pequeños Gigantes USA, Vino el Amor or Despierta América for Univision viewers who receive the network — along with Univision Communications’ broadcast network sibling UniMás and pay-TV giant Galavisión — for Charter Spectrum subscribers through the end of June.  By Adam R Jacobson – RBR + TVBR

Understanding the Keys to Higher ROI in Spanish-Language TV [REPORT]

At Nielsen, we analyze the return on investment (ROI) across thousands of brands every year through our marketing mix models, and we’ve seen a wide variety of ROI results among Spanish TV advertising efforts. And the good news is that driving strong ROI from Spanish-language advertising is obtainable, and our research points to some key tips that can help advertisers achieve strong outcomes more consistently.

Why marketers need to grow penetration at a profit [INSIGHT]

Growing penetration is the main growth driver available to marketers, but unless that growth is achieved at a price point that generates profit it may prove self-defeating. Over-reliance on price promotion to bolster volume sales has led many companies to fall into the price promotion trap.  by Nigel Hollis

Azteca America adds San Diego, Laredo & Yuma/El Centro affiliates

Azteca America announced that they have entered into three affiliate agreements with Entravision Communications Corporation. As part of the agreements, a group of full-power stations serving San Diego, Laredo, Texas and Yuma, Arizona/El Centro, California will become Azteca affiliates.

Batanga announces Corporate Rebrand and unveils name change to Vix

Batanga Media announces a full rebrand, changing its corporate name and identity to Vix. Effectively immediately, Batanga Media will be known as Vix, a digital media company dedicated to generating curiosity and leaving a positive influence for audiences across the Americas.

Charm offensive. Political piñata. Part 5.

By Gonzalo López Martí – Creative Director, etc. / LMMiami.com

  • We need to get America to love Latinos again.
  • We used to be political & marketing gold.
  • Overnight, we became a political piñata, outcasts and, by extension, a marketing taboo.
  • We need to roll out a charm offensive.

Should Affluent Hispanics Be Considered General Market?

Multicultural marketing has created a marketing economy based on segmenting the population by ethnicity. While ethnicity segmentation has worked for the past several decades, as I pointed out in an earlier column, that foundation is starting to crack. Our industry is experiencing a paradigm shift. As we attempt to make sense of this existential crisis of marketing models, we should consider how we segment and why.  by Mario Carrasco – Partner, ThinkNow Research

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