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El Caso con los Casos [FOR CREATIVES ONLY – – IN SPANISH]

Tengo que hacerle caso a mi corazón, y aunque probablemente estas palabras no sean del todo populares con la mayoría de mis colegas, aprovecho este espacio para un humilde llamado de atención.  Es motivo de creciente preocupación para mi observar cómo muchos creativos están cayendo en su propia trampa. Lo vemos sobre todo en los festivales, pero gracias a la “desnudez” del Social Media, cada vez se nota más en vanos y superfluos postings que intentan amplificar esos casos, montados para hacer sentido de campañas más que de las propias ideas.  Por Luis Miguel Messianu, Creative Chairman-CEO at Alma DDB Miami

The Predictive Journey: 2015 Survey on Predictive Marketing Strategies [REPORT]

Predictive marketing is emerging as the best strategy to embrace data analytics to guide decisions and increase the visibility of markets. While it is still the early stages for this strategy, it won’t be long until most organizations will be investing in it. Predictive marketing is poised to enter the mainstream, and those organizations that move forward with it will lead their markets.

The Thumb Is in Charge [REPORT]

Over the past decade, the mobile device has evolved from a simple texting and talking device into a hub for everything—music listening, video viewing, image capturing, socializing, discovering, researching, shopping and more. It’s changed how we connect, how we share, how we discover and how we get things done.

TV Attribution: Where’s the Beef?!

The TV advertising landscape looked very different in the ’80s, when Wendy’s ran its famous “Where’s the Beef?” campaign.  TV advertising measurement is due for a makeover!  ComScore’s acquisition of Rentrak demonstrates how media consumption, particularly video, is becoming more and more addressable.  So marketers are looking for data that helps them understand viewer behavior and marketing effectiveness.

For Advertisers,The Race To The Bottom Has No Winners

A lot has been written about last week’s announcement that the Association of National Advertisers has instructed Ebiquity and K2 Intelligence to investigate if agencies are really as devious as some say they are.

Higher Retrans Dollars, Weak Ad Money: Where Is The Tipping Point?

TV network executives are worried about the long-term weakening of advertising revenues.  The near-term question is whether they can make up for this problem — not just with digital revenue, but, more importantly, in retransmission fees from pay TV providers, as well as reverse compensation money from their TV station affiliates.

Sofía Vergara + Julia Roberts + Meryl Streep + Tina Fey = Lele Pons

By Gonzalo López Martí / LMMIAMI.COM

  • As my loyal readers, fans, detractors, fans and haters know well, as of late I’ve been attempting to analyze the hows & whys of the @LelePons juggernaut.
  • How did she become possibly the most important Hispanic influenceleb in the country even before she could drive a car, vote or drink alcohol?
  • You still don’t know who Lele Pons is?
  • Don’t worry: People en Español doesn’t seem to know who she is either.

National Museum of American History adds Artifacts from Hispanic Advertising Trailblazers

The Smithsonian’s National Museum of American History added campaign materials and personal artifacts related to Hispanic advertising agencies and their founders through a collaboration with the AHAA: The Voice of Hispanic Marketing. AHAA is supporting the museum’s initiative to expand on the advertising collections held in its Archives Center with a financial donation and with introductions to agency leaders and firms who had a significant impact on advertising history.

Hispanic Nets Need Better Data

In the opening keynote of the Hispanic Television Summit, Gonzalo Del Fa, president of GroupM Multicultural, issued a plea for better data and understanding of Hispanic viewers to boost the value of Hispanic TV.  By: Jon Lafayette, Broadcasting & Cable

Novelas Rewrite the Rules

What appealed to USA Network about the telenovela format – in the form of upcoming drama Queen of the South – is what appeals to viewers of Spanish-language, action-oriented “super series” and the new category of bio-musicals on Telemundo: compelling heroes and stories that attract young, multicultural audiences.  By: Kent Gibbons

Bringing Brand Data to Programmatic [INSIGHT]

The question of how we measure advertising success is not new.Whether it is about an immediate response, building long-term brand measures, or somewhere in-between, is an age-old debate.  By John Svendsen – Global Brand Director, Media – Millward Brown

Way Beyond Blogging: US Mothers’ Likes and Dislikes on Social Media

The digital landscape has changed drastically from the height of the mother blogging era. Mothers are now making strong waves on Pinterest, YouTube, Instagram, Twitter, and of course, Facebook. Maria Bailey, CEO of BSM Media and author of “Millennial Moms: 202 Facts Marketers Need to Know to Build Brands and Drive Sales,” spoke with eMarketer’s Alison McCarthy about the shifting behaviors of digital mothers and what that means for marketers.

Data, Analytics Integral To Handling Disruption Concerns

When the Association of National Advertisers (ANA), in collaboration with McKinsey and Co. and GfK, asked marketers about how they would respond to profound changes in the business landscape, a range of responses all tying back to data came out on top. The greatest share, 83%, believed that it would be very important for marketers to know how to make data-informed decisions to respond to such disruptions to their jobs.

Using Content Marketing to connect with Latina Moms

With all the buzz surrounding Millennials, marketers should keep their eye on Latina moms. This influential demographic controls the majority of Hispanic purchasing power, is growing in numbers, and is looking for content that is tailored to them.  By Lee Vann / Captura Group

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