Article placement: Top News

Know thy frenemy. Part 1 of 3. Home of the brave, land of the free-lance.

By Gonzalo López Martí  –  LMMIAMI.COM

  • If, like yours truly, you run a more or less conventional advertising operation you might be quite aware by now of the fact that there’s an awful lot of excess capacity out there.
  • Brainpower for hire.
  • Free agents.
  • Galore.
  • They are hungry.
  • They are equipped.
  • They are MILLENNIALS.

Vera named VP of National Sales for ZGS Communications

ZGS Communications announced that Sandra Vera has been promoted to Vice President of National Sales.  Vera has been a member of ZGS’ National Sales team since 2004, most recently as the Director of National Sales.  

Incumbents as attackers: Brand-driven innovation [INSIGHT]

At a time of stagnating markets, technological disruption, and rapid changes in consumer behavior, where can big brands find growth? One popular path is through brand extension: stretching a brand into an adjacent market where its value proposition is still relevant to consumers. Classic cases include Colgate’s sideways move from toothpaste to toothbrushes, Nivea’s from body care to hair care, and Gillette’s from razor blades to shaving foam.

Latino Millennials Digital Decision Journey [INFOGRAPHIC]

Millennial Hispanics rely intensely on digital & mobile through their Consideration & Evaluation Path-To-Purchase yet lag slightly vs. Total Market at the Moment of Truth …perhaps where POP displays and Loyalty may be trumping pre-store intent & store mobile coupons.

As the Media Industry Continues Heavy Shift to Programmatic Buying, Disconnects Grow Between Buyers and Sellers, Agencies and Marketers

The media community is allocating more budgets and more inventory to programmatic buying, according to Wave Three of the new Programmatic Advertising Report released by Advertiser Perceptions. And while buyers are focusing their efforts on better performance and a stronger ROI, sellers are looking for easier to use products, improved audiences and more premium inventory.

Darfield receives a Lifetime Achievement Award in Hispanic Research

Douglas Darfield, Managing Director of Programming and Research of Hemisphere Media Group, was honored with the 11th Annual Hispanic Marketing Research Achievement Award at the 19th Annual Hispanic Marketing Conference and Awards ceremony, which took place Tuesday, May 19, in St. Paul, Minnesota.

Grupo Gallegos hires Lorenzo as Creative Director

Grupo Gallegos announced the hiring of Lixaida Lorenzo as Creative Director. Lorenzo is one of several additions to the creative department this year, including Executive Creative Director Sebastian Garin who joined the agency in March.

Pepsi Limon launches

Pepsi is bringing excitement to its cola options with the launch of Pepsi Limon, a new flavored cola made with just the right amount of authentic lime juice. Handcrafted and inspired by the preferences of Hispanic consumers, Pepsi Limon combines the distinct flavor of Pepsi with a hint of real lime juice resulting in a great tasting cola.

Univision acquires The Root

Univision Communications Inc. (UCI) announced that it has acquired The Root, the leading online news, opinion and culture destination for African-Americans. In joining UCI, The Root will leverage UCI’s extensive digital production facilities and publishing infrastructure, while its editorial team will retain its voice and stay true to its mission.

US Auto Industry Ahead of the Pack for Digital Ad Spend

The US automotive industry will spend $7.30 billion on digital advertising in 2015 and will continue to grow digital spend, reaching $12.08 billion by 2019, according to a new eMarketer report, “The US Automotive Industry 2015: Digital Ad Spending Forecast and Trends,” part of our new report series, “Digital Ad Spending Benchmarks by Industry.”

Content May Be King, But Data Is The ‘Hand’ [INSIGHT]

Content is, and always will be, what gets people to engage, but in many cases it’s become a figurehead.  You need content in the same way you need a king for your kingdom: to provide a figure of authority.  That figure of authority is a symbol, but in most cases the kingdom is run by a select few who understand the people and can provide the right combination of what’s necessary for them to rule (call them the council).  No single person truly makes all the decisions — and they never will.  

Childlessness Falls, Family Size Grows Among Highly Educated Women [REPORT]

Among the Highly Educated, Declines in Childlessness and Increases in Big FamiliesAmong women in the United States, postgraduate education and motherhood are increasingly going hand-in-hand. The share of highly educated women who are remaining childless into their mid-40s has fallen significantly over the past two decades.

Telemundo & NBC Universo kick off FIFA U-20 World Cup New Zealand 2015

NBC Deportes will present the FIFA U-20 World Cup New Zealand 2015, live May 29 through June 19, on the TELEMUNDO network and NBC UNIVERSO cable channel, kicking off a series of FIFA World Cup events scheduled for 2015. The FIFA U-20 World Cup New Zealand 2015 action will begin on Friday, May 29, when host New Zealand takes on Ukraine at 8:30PM/7:30C/5:30P on NBC UNIVERSO. TELEMUNDO will air all of Mexico’s first-round games: Mexico vs. Mali, Saturday, May 30 (8:30PM/7:30C/5:30P); Mexico vs. Uruguay Tuesday, June 2 (11:30PM/10:30C/8:30P), and Serbia vs. Mexico, Friday, June 5 (11:30PM/10:30C/8:30P). Click here for a full calendar of FIFA U-20 World Cup New Zealand 2015 matches on Telemundo and NBC UNIVERSO.

Retail Engagement Trends

With smart shoppers, smartphones, new smart devices and a rising shift in generational behaviors, are you ready for this next generation? Check out “The  “Age of Context,” a powerful book written in 2013 by the authors of “Naked Conversations.” They note five forces driving us from the information age to the age of context:  data, mobile, sensors, location-based technology and social.  All contribute to a new personalized society where our devices know us better than our friends.

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