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Harris named President & GM of Telemundo 62 in Philadelphia

NBCUniversal Owned Television Stations announced that Ric Harris has been named President and General Manager of NBC10 / WCAU and Telemundo62 / WWSI, the local stations owned by NBCUniversal that serve viewers in the Philadelphia area.

Predictions about the Death of Total Market Are Wrong [INSIGHT]

 

Some very bright people, whom I respect as colleagues, have expressed skepticism about a Total Market approach.  But they miss some key points in their understanding and its viability.

The article Requiem for Total Market quoting David Morse and Pedro de Cordoba does a good job describing Nielsen’s definition of the New Mainstream.  It is a fact that today America is more diverse and smart marketers will reflect that in their go-to-market calculations. There is no going back to the days of silos for clients or agencies.  Clients are changing and they expect their agencies to keep pace.  Will it be easy? No.  Will it work?  Yes.  And we have seen ample evidence of clients who are doing excellent campaigns that reflect smart thinking and collaborative efforts between their agencies and well as stand-alone programs. There is no one-size fits-all solution when it comes to a Total Market approach.

By Roberto Orci, President and CEO, Acento

Mind The Gap: Agencies Are From Venus, Clients Are From Mars

Following on from the gap we identified last week between brand marketing and the sales/trade/shopper marketing teams, the ANA has delivered a different gap analysis in a new report called “Enhancing Client/Agency Relations 2015.”  Before we continue, I want to make sure I follow the health and safety regulations here at MediaPost. We take them very seriously, so I want to make sure you are sitting down when you read the following quote, per CMO.com: “Just 27% of agencies reported that clients provide clear assignment briefs. Meanwhile, 58% of clients think they are doing a good job.”

Padilla named SVP at Pulpo Media

Pulpo announced that it has promoted Oscar Padilla to Senior Vice President of Marketing, Digital Media & Insights. Padilla was previously the Vice President of Strategy for Entravision’s Luminar Insights, a “big data” analytics and modeling provider uniquely focused on delivering insights on U.S. Latino consumers. Padilla succeeds María Lopez-Knowles, who was recently promoted to Chief Marketing Officer of Entravision.

Creative awards without borders. Part 1

By Gonzalo López Martí  –  LMMIAMI.COM

  • Another year, another award season.
  • Last week we saw a cool display of fresh thinking at the USH Idea Awards hosted by Círculo Creativo & AHAA.
  • The bar is getting visibly higher.
  • Biased as it may sound, it was refreshing too to see how the Hispanic Account Planning Excelencia Awards  (HAPE) and the Hispanic Media Planning Excelencia Awards (HMPE) are steadily gaining traction, attention and mileage (as you might know, HAPE & HMPE are an initiative of this publication).
  • A tip of the hat to the Zubi gang for their copious HAPE & HMPE harvest.
  • Let’s not forget that Zubi is one of the last staunchly independent full-service agencies left in this ever-consolidating wasteland of an industry.
  • It is too a healthy reminder of the fact that this business exceeds the siren songs, smoke & mirrors emanating from the creative department.
  • In any case, creative award shows are a necessary & useful professional lab to broaden the psychological and factual horizons of our output as a self-proclaimed pop culture-shaping line of business.

What CPG Giants Can Learn From Burgeoning Start-up Brands

Over the past decade the CPG landscape has evolved from being dominated by a few leading power houses to being rich and varied, ripe with start-up brands that are increasingly gaining market share and becoming beloved household names. But even as smaller brands grow toward a more mass market, the way they behave continues to set them apart from the longstanding CPG power brands they come to eventually compete against, and it’s helping them win when it comes to consumer loyalty. So what is it that they do differently?

Media Agencies Aren’t Going Away — But Being ‘Agents’ Might

The business of media has changed so much over the past few years that the notion of media agencies being “agents” of advertisers may no longer apply. That’s the message that Irwin Gotlieb, CEO of WPP’s Group M and arguably the dean of the global media industry, delivered to a room full of advertising executives at the ANA’s Financial Management Conference in Phoenix this week.

The Future of Grocery [REPORT]

Imagine a grocery store where you can receive personal recommendations and offers the moment you step in the store, where checkout takes seconds and you can pay for groceries without ever taking out your wallet. Sound far-fetched? It’s closer than you think.

68% of Marketers & Agencies anticipate increasing their Digital Video Ad Spend [REPORT]

More than two-thirds (68%) of marketers and agency executives expect to see their digital video ad budgets increase in the next 12 months, according to the second annual “Digital Content NewFronts: Digital Video Spend Study,” a survey of 305 buy-side professionals conducted by Advertiser Perceptions and released by the Interactive Advertising Bureau (IAB). This optimism about the medium comes on the heels of a strong uptick from spring 2013 to spring 2015 in budget allocation to digital video by brand advertisers and media buyers, with the former increasing its commitment to digital video by a whopping 90 percent over that two-year time period.

AT&T completes acquisition of Nextel Mexico

AT&T has completed its acquisition of companies operating under the name Nextel Mexico from NII Holdings, Inc., including spectrum licenses, network assets, retail stores and subscribers in Mexico, for $1.875 billion, less approximately $427 million of net debt and other adjustments.

State of the News Media 2015 [REPORT]

Call it a mobile majority. At the start of 2015, 39 of the top 50 digital news websites have more traffic to their sites and associated applications coming from mobile devices than from desktop computers, according to Pew Research Center’s analysis of comScore data.

Hispanic Targeted Ad Spend Increased by 63% since 2010 [REPORT]

The top 500 U.S. marketers are allocating about 8.4 percent of their overall ad spend to Hispanic dedicated efforts, this is up from 5.5 percent in 2010, according to a new report from AHAA: the voice of Hispanic marketing. Over the past five years, the top 500 advertisers boosted their spending in Hispanic targeted media by 63 percent or $2.7 billion from $4.3 billion in 2010 to $7.1 billion. The top 500 advertisers boosted their average spending from $9 million in Hispanic targeted media in 2010 to $14 million now.

3 Things CPG Brands Must Know About Cross Device Campaigns

CPG brands are famous for the “blanket everything” approach to advertising and marketing. When a new campaign launches, you know it. There’s not a taxi, billboard, TV screen, mobile device, or website that’s not wearing a piece of branded content or hosting clickable, interactive messaging. Marketers who work with smaller brands with smaller budgets, on the other hand, are more likely to roll the dice—and spend their budgets—on a handful of the most seemingly strategic channels. Either way can work if your content matches the channel or device.

The Future of Grocery [REPORT]

Imagine a grocery store where you can receive personal recommendations and offers the moment you step in the store, where checkout takes seconds and you can pay for groceries without ever taking out your wallet. Sound far-fetched? It’s closer than you think.

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