By Steve Boehler Agencies: treat your people well; they may run a future agency review The agency business is a tough business. Clients expect a lot. Agency economics are strained. And staff often move around for promotions. It’s hard to run a successful agency. In this tough environment, agencies that lose sight of one specific … Read more
The halcyon days of writing ad copy for a 30- or 60-second spot to run on network and cable tv are just a dim memory. To get their message out these days, markets have to make sure their message aligns with multiple platforms, including traditional media, streaming channels, and social media To read more and … Read more
By Chuck Kapelke Vietnam Veterans of America (VVA) was established in 1978 to support soldiers returning from the Vietnam War whose needs were not being met by Congress and other organizations. The nonprofit delivers a wide range of services to more than 90,000 members, from helping homeless veterans to government advocacy. However, fundraising and marketing … Read more
By Luis Miguel Messianu. Founder, President-Chief Creative Officer- MEL As the dust settles on one of the most divisive elections in recent memory, brands have a rare opportunity to refocus on their purpose. Beyond the bitter politics and polarized discourse, there’s a deep desire among consumers for connection and unity. This presents a pivotal moment … Read more
By Dr. Anastasia Kārkliņa Gabriel By lumping distinctly diverse audiences together under one umbrella and isolating entire cultural communities into a “niche,” the industry persists in sending a clear message: historically underrepresented consumers are still not seen as part of the cultural mainstream in marketing. Dr. Anastasia Kārkliņa Gabriel asks, when will marketing’s approach to … Read more
By Nicole McCormack How the trends and lessons of 2024 shed light on what to expect in 2025 As brands navigate these changes and prepare for 2025, one thing is clear: the future of sports sponsorship is about more than just visibility — it’s about meaningful connections with fans, especially in emerging spaces. To read … Read more
By Chuck Kapelke Companies rely on a variety of training formats to keep their marketers up to speed With a marketing team of nearly 200 people throughout the world, tax and auditing firm Grant Thornton invests in training to make sure staffers are up to speed on new technologies. “We have a very methodical approach … Read more
By Gabriela Alcantara-Diaz – Founder, President of SEMILLA Multicultural, Inc. In the wake of the recent election, the strong Latino wave supporting Trump caught many by surprise. As I noted in my last piece on decoding the Hispanic voter, an emerging trend is clear: working-class and middle-class Latinos are joining the ranks of an increasingly … Read more
By Emmanuel Paa Kwesi Owusu – Digital Business Transformation | Head of Digital, Citi FM & Channel One TV | Brand Strategy | Akora | Consumer Behaviour | Former President Donald Trump has defeated Vice President Kamala Harris, marking a historic moment for American democracy as he secures a return to the White House. Trump’s … Read more
By Gabrielle Christina – Florida State University – Hispanic Marketing Communication Why do some marketing campaigns fail to resonate? The answer may lie in a critical oversight; culture. Marketers and agencies often underestimate the power of culture in shaping consumer behavior. According to Sasu, to gain profit and satisfy the target market, the culture must … Read more
By Katherinne Peralta / Florida State University Code switching and Spanglish are two linguistic phenomena that occur within the Hispanic community, but they differ in their nature and implications. A new identity is followed by a new Spanish and English dialect. As Hispanics undergo increased acculturation in the U.S., their language usage tends to become … Read more
By Steve Boehler Very few marketers are taught how to evaluate an agency proposal, whether it is a formal written response to an RFP, a presentation or some other format. We’ve reviewed thousands of agency proposals and are often with clients in “the room where it happens”. We’ve learned a lot and had deep conversations … Read more
By Joanna Fragopoulos ANA’s new report, Loyalty Marketing: The Good, the Bad, and the Ugly, details the “good, bad, and ugly” (literally, pun intended) regarding customer programs. Customer loyalty programs are, intrinsically, meant to increase engagement through personalized offers by rewarding, you guessed it, loyalty through harnessing first-party data. To read more, CLICK HERE. Courtesy … Read more
Housing affordability has emerged as a key issue in this year’s U.S. presidential election. Both Democrat Kamala Harris and Republican Donald Trump have talked about what they would do to increase the supply of affordable homes and people’s ability to buy them, though their plans have little in common. It’s an important issue for the … Read more
As the U.S. Hispanic market continues to grow and diversify, understanding and connecting with this vibrant segment has never been more critical for brands. Insights-based research is the key to unlocking the cultural nuances, values, and behaviors that drive decision-making among Hispanic consumers. By leveraging these insights, brands can develop strategies and campaigns that resonate … Read more
Entravision, AltaMed, and BSP Research have unveiled Week 8 findings from the 2024 National Latino Voter Tracking Poll, showcasing record engagement and significant insights into Latino voters’ perspectives as Election Day approaches. With 84% of registered Latino voters already casting their ballots or expressing near certainty to vote, the poll highlights unprecedented enthusiasm, as early … Read more
By Gabriela Alcantara-Diaz – Founder, President of SEMILLA Multicultural, Inc. It’s clear that the Hispanic vote is far from a monolithic force. Instead, it reflects a complex landscape where affluence, social status, and ideology converge, shaping distinct partisan trends across multi-ethnic and socioeconomically diverse Latino communities. Today’s Latino voter is increasingly informed by unique experiences … Read more
By Gonzalo López Martí – Creative Director https://www.LopezMartiMiami.com/ A few days back I elaborated on a service we provide in the ad biz called “transcreation”. When simply translating an ad campaign is not enough or not advisable. Sometimes the need presents itself to culturally localize a campaign because it was created with strategic insights &/or … Read more
By Shelly Palmer “The agency model is broken.” This refrain is so worn out it’s a cliché. Yet, despite its obvious flaws, the model has survived for decades. Here’s how it works: agencies base their fees on the number of “Full-Time Equivalents” (FTEs) assigned to a client—essentially, headcount. In theory, more complex projects require more … Read more
The Coca-Cola Company announced the regional relaunch of Barrilitos, a Mexican soft drink brand with a rich legacy dating back to 1938. A new addition to Coca-Cola’s imports portfolio, Barrilitos hails from Monterrey, México, and is poised to make waves in California. With its nostalgic appeal, vibrant flavors, and premium quality, this authentic soft drink … Read more
