Back in 1992 the phrase “It’s the economy, stupid!” became a slogan for Bill Clinton’s successful presidential campaign against incumbent President George H.W. Bush. The advertising industry was in a simpler place in 1992 than it is now; most advertisers paid their agencies by commission, the Internet was not yet mainstream, media unbundling was in its infancy and agency relationships were much less complicated. By Bill Duggan, Group EVP, ANA
Operational skill used to confer long-term advantage. If you had leaner manufacturing, made higher-quality products, or had superior distribution, you could outrun competitors. But today those capabilities are table stakes. The new source of competitive advantage is customer centricity: deeply understanding your customers’ needs and fulfilling them better than anyone else.
When customers evaluate a product or service, they weigh its perceived value against the asking price. Marketers have generally focused much of their time and energy on managing the price side of that equation, since raising prices can immediately boost profits. But that’s the easy part: Pricing usually consists of managing a relatively small set of numbers, and pricing analytics and tactics are highly evolved.
It is imperative that marketing leaders understand their role in driving change toward a new content production strategy. By Jillian Gibbs, ANA Faculty
The number of persons age 2 and older in U.S. TV Households is estimated to be 301.7 million, which represents an increase of 1.6% from last year. Increases in U.S. Hispanic, black and Asian households were also seen, due to estimated increases in population growth and TV penetration.
Univision Communications Inc. (UCI) and the Fusion Media Group (FMG) announced ‘RiseUp AS ONE’ (#RiseUpAsOne) – a two-day event where a heavyweight lineup of artists, musicians, influencers and thought leaders will come together to celebrate music, diversity and unity through performances, talks and cultural expositions.
Univision News announced that Patsy Loris has been promoted to executive vice president of news and executive news director. In her new role, Loris will now lead the programming efforts for all Univision Network news shows, including the three editions of its national newscast, “Noticiero Univision” (evening), “Noticiero Univision Edición Nocturna” (late night) and “Noticiero Univision Fin de Semana” (weekend), the newsmagazines “Primer Impacto,” “Aquí y Ahora” and “Crónicas de Sábado” as well as the Sunday morning political show “Al Punto.” Executive producers for each of these news properties will now report directly to Loris. She will continue reporting to Daniel Coronell, president of Univision News.
The Deloitte Greenhouse™ Experience team recently completed a survey asking more than 23,000 professionals about their stress levels at work and found statistically significant variation in how respondents react to workplace stressors. Overall, the majority of respondents reported modest levels of stress. Fourteen percent reported being stressed only rarely and 57 percent reported being stressed sometimes, while 26 percent reported being stressed often, and 3 percent reported being always stressed.
“The growth of Hispanics consumers can no longer be viewed as a population shift but rather an economic opportunity to grow your business,” said Cesar Conde, chairman of NBCUniversal International Group and NBCUniversal Telemundo Enterprises, during Nielsen’s 2016 Consumer 360 Conference in Las Vegas.
Millennials are now every brand’s most important customers and every firm’s most relied-upon workers. They control over $600 billion in annual spending, and their changing tastes can make or break your company. If you want to survive, you need to immediately become an expert on this powerful generation.
Telemundo announced the promotion of Angel Domenech to Vice President of Creative Strategy. He will oversee the strategic creative approach, development and execution of the network’s high profile launches and overall branding initiatives for Telemundo Network. Domenech will report to Aileen Angulo-Merciel, Senior Vice President, Marketing and Creative, Telemundo.
Variety has hired Betsie Batista as National Sales Director for Variety Latino. Batista, who most recently led new business development for ESPN Multimedia Sales & Sponsorships, will be based in Variety’s Gotham offices where she will lead all of Variety Latino’s sales initiatives.
Hispanic Culture remains strong among Hispanic Gen Z reflecting distinct dimensions of Values: hyper-aspirational drive, determination, community mindedness, and family closeness. Marketers will continue to win by using Culture, Values and Identity as major relevance platforms to connect brands at a deeper level with Hispanic Gen Zers.
Hispanic power and influence is surging: 50% of recent U.S. population growth has come from Hispanics and the U.S. Latino population is expected to double within the next two generations. And today’s significantly-younger, increasingly U.S. born, dynamic Hispanic population is shaping the American mainstream by maintaining strong ties to its cultures of origin, developing an “ambicultural*” personality that is at once entirely American and entirely of one’s culture of origin.
For years there was talk about the digital divide between Latino and white consumers. Not anymore. By David R. Morse and Karthik Praveen
For marketers looking to decode the customer journey, understanding customer pain points can be helpful. According to April 2016 research, almost three-quarters of executives in North America said they have at least some capability to detect when and how digital customers are struggling.
In the last two weeks, NBC’s Rio Olympics has garnered nearly half of the total national TV revenue of many top ad categories.
J. Walter Thompson Intelligence, the propriety research arm of J. Walter Thompson Worldwide, released a new study in partnership with the OPAM (Out Professionals in Advertising and Media) organization on understanding transgender inclusivity in advertising.
It is imperative that marketing leaders understand their role in driving change toward a new content production strategy. By Jillian Gibbs, ANA Faculty
At this time of the year, many of you are gearing up for 2017. You are determining budgets, developing strategies and detailing plans.
