How Many Agencies Does It Take To Screw In A Lightbulb? [INSIGHT]
While the demise of ad agencies due to digital disruption has long been prophesied, the evidence just doesn’t point to such an outcome. The actual outcome, to date, has been the proliferation of agencies. As digital democratized publishing has opened unlimited new channels, the marketing environment has, in turn, become much more complex, with CMOs hiring a broad phalanx of best of breed channel-specialist agencies. Indeed, “integrated marketing” — or the orchestration of this “stable of agencies” — has become the issue of greatest importance for CMOs, (according to a Forbes study), sadly surpassing even “effective advertising.”
A “like” can go a long way, according to the newly released 2014 Cone Communications Digital Activism Study. Nearly two-thirds (64%) of Americans say they are more inclined to support social and environmental issues in a variety of ways, including volunteering, donating and sharing information, after first “liking” or “following” an organization online. Moreover, Americans see their online activities as a positive way to make an impact on the issues they care about, as six-in-10 believe tweeting or posting information online is an effective form of advocacy or support.
A.T. Kearney released the results of the study “Connected Consumers Are Not Created Equal: A Global Perspective,” that is focused on better understanding today’s connected consumers – Who are they? What motivates them? How do they move from connectivity to consumption and what are the implications for global brands and retailers? Based on the findings the study provides recommendations for retailers and brands.
eMarketer forecasts that more than 147 million people in the US will use a tablet in 2014, up 11.2% from 2013 levels. The US tablet audience will account for 58.5% of internet users and 46.1% of the US population this year and is on track to include more than half of all people in the US by 2016.
Procter & Gamble’s Duracell brand and its agency Saatchi and Saatchi received top honors, last night, winning the first ever, Best in Show award in the Multicultural Excellence Awards competition for “Trust Your Power”. The ad portrays the resilient story of Derrick Coleman, the first legally deaf player to be part of an NFL offense and a fullback with the Seattle Seahawks. The story line: Coleman, like Duracell, is driven by power.
Univision Communications Inc. announced a nationwide search for every day heroes who harness the power of sports to serve and improve their communities and the lives of the people that live in them. 
Telemundo announces the return of internationally-acclaimed actress Kate Del Castillo in the network’s upcoming super series “Dueños del Paraiso” (Owners of Paradise), slated to premiere in early 2015. 
Discovery Familia and MiTú announced that it has signed a cross-platform programming deal to bring Latino talent to Discovery Familia’s TV and digital audiences.
Terra, in partnership with comScore, announces the results of “Terra’s 2014 State of the Hispanic Digital Consumer by comScore” study showcasing that Hispanics continue to outpace general market consumers on most digital fronts, above all in mobile, specifically among the Gen X and Millennial demographic.
Introducing Logic into the Quest for a Total Market Approach Definition
Hernán Menéndez, founder & principal of The Cut Club!*, is one of the busiest and most experienced editors working in the US Hispanic ad industry today. He has 20+ years of experience “cutting commercials” (as we like to say in our racket) under his belt. He has his points of view too. By Gonzalo López Martí – LMMiami.com
If you think about it, marketers today simply can’t win when making a smart decision about where to place their ad budgets.
HispanicAd.com is proud to announce the publication of our Thought Leadership platform, Hispanic CMO.
The Census Bureau recently released data from the 2013 American Community Survey (ACS), including languages spoken for those five years of age and older. The new data show that the number of people who speak a language other than English at home reached an all-time high of 61.8 million, up 2.2 million since 2010. The largest increases from 2010 to 2013 were for speakers of Spanish, Chinese, and Arabic. One in five U.S. residents now speaks a foreign language at home. By Steven A. Camarota is the Director of Research and Karen Zeigler is a demographer at the Center for Immigration Studies.
With mobile device dependency central to today’s digital lifestyles, enlightened brands are creating new mobile relationship marketing strategies that go well beyond simple app and mobile advertising delivery.
The debate rages on. As marketers think about how to execute Total Market digitally, they often ask themselves what language is best to reach online Hispanics. Some have argued that “English is the official language of the Web, even for Spanish-dominant Hispanics.” By Captura Group
I would define owned media as content created by the brand that’s distributed to an audience developed by the brand via a closed platform controlled by the brand. It’s that last portion about the distribution platform that’s key, because social media, SMS/MMS, and email marketing don’t occur on such platforms. We need new language to discuss these media.
Nielsen unveiled the results of a new TV measurement test in Chicago that captured out-of-home viewing data using the Portable People Meter (PPM) panel over a three-month period beginning in April of this year. The test revealed, over the total day 5 a.m. to 5 a.m., that out-of-home viewing added a 7% to 9% ratings lift for audiences aged 25 to 54.
When the Harris Poll asked American adults to consider the top three people they admire enough to call a hero, of those who answered, three out of ten listed a family member (32%), with 26% specifically referencing parents. Apart from family members, Americans are most likely to consider members of the military (21%); religious figures (including deities) (19%); medical & emergency services personnel (18%); U. S. Presidents (17%); activists/humanitarians (12%); and celebrities (11%) to be their heroes.
