Article placement: Top News

The end of tokenism? Part 2

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

  • My columns have been known to follow a certain literary brand of free-associative stream of consciousness.
  • An idiosyncratic yet enthralling litany of loosely connected lofty thoughts, eye-opening factoids, saucy snark, playful mischief, whimsical one-liners, devil-may-care invective, off-of-left-field bon mots and non sequiturs.
  • The good news?
  • No libel lawsuits so far.
  • This particular op-ed you’re kindly consuming today sorta takes the free-wheeling genre to an extreme.
  • Please read on at your own risk.

Digital Ad Spend to dominate growth in 2017 [REPORT]

Carat published its updated forecasts for worldwide advertising expenditure, showing a positive outlook for the global advertising market in 2016, set to continue in 2017 powered by the ongoing growth of Digital*.

If Your Category is Too Crowded, Expand It with Demand-Driven Innovation [INSIGHT]

To state the obvious, brand managers spend their days looking for ways to grow their brands—and today they have more tools at their disposal than ever before. The challenge of media fragmentation matched with the opportunity provided by big data have come together to give brand managers the ability to target specific “micro” audiences with more tailored messaging, resulting in more efficient growth.  By Martin Moore, VP, Nielsen Innovation Practice

Putting Your Money Where Your Heart Is

For Eric Reynolds and his team at Clorox, diversity has been a cornerstone of their efforts to create teams that help keep the company and its brands vibrant. “We set ambitious goals for attracting, retaining, and developing diverse talent,” says Reynolds, CMO at the Clorox Co. “We believe that diverse, robust teams create better strategies and ideas, and certainly more exciting creative.”  By Crystal Albanese, senior manager of conferences and committees at ANA

Why Targeting Hispanics Online Is Worth The Money

Last month, CPG giant and the world’s largest advertiser Procter & Gamble declared that they would buy highly targeted Facebook ads less often. P&G will continue to invest heavily in Facebook advertising, but found that “targeting to super-specific audiences was expensive but didn’t result in a big difference to its business.”  By Lee Vann / Capture Group

Will the Ad Revolution Be Televised? [REPORT]

Television advertising faces a critical moment of transition. Digital media and, in particular, digital video channels are becoming first options for consumers—and for marketers that increasingly expect television to deliver targeting and measurement capabilities similar to digital.  By Charlie Kim and Danny Hong

MillerCoors introduces Zumbida

MillerCoors is releasing Zumbida, a beverage inspired by traditional Mexican aguas frescas with a kick, or toque de piquet

Nearly 1 in 10 Businesses With Employees Are New

Among the 5.4 million U.S. firms with paid employees, 481,981, or 8.9 percent, had been in business for less than two years in 2014, according to findings from the U.S. Census Bureau’s inaugural Annual Survey of Entrepreneurs.

Dear Start-Up: Are You A Feature Or A Product?

The start-up scene is in a state of change right now — at least partly because there are too many companies out there who haven’t fully thought through their offering. Too many companies’ core offering is really only a potential feature for a larger product vs. a stand-alone product with broader implications. 

The Promise And Reality Of ‘Total Market’ And How CMOs Need To Address It [INSIGHT]

Proponents of the approach promised a new, innovative and inclusive approach for reaching The New America. However, despite articles, white papers and presentations, many marketers are still confused about what Total Market strategy is. The truth about Total Market strategy is the elephant in the room: It’s not working.  By Pepper Miller, president of The Hunter-Miller Group

NAMIC announces Winners Of The 2016 Excellence In Multicultural Marketing Awards

The National Association for Multi-ethnicity in Communications (NAMIC) announced the winners of its Excellence in Multicultural Marketing Awards (EMMA). Presented in conjunction with the Annual NAMIC Conference, the competition recognizes excellence in marketing efforts designed to attract and retain culturally diverse audiences and customers among African American, Asian, Hispanic, LGBTQ and other market segments.

The Story Room launches in Miami

Antoinette Zel and Diego Prusky have joined to create The Story Room, a new digital, content and performance marketing company specializing in the US Hispanic and Latin American markets.

2016 Transparency ROI [REPORT]

Consumers want more than just the required product information from a product’s label and will be loyal to the brands that provide more detailed insight.

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