Pharmaceutical Ad Spending 2014: Novartis Finds Video, Search, Mobile Apps Effective
Amid the squeeze on drug companies due to patent expirations on blockbuster drugs, Novartis and GlaxoSmithKline (GSK) announced in April an asset-swapping/joint venture deal, which includes Novartis picking up GSK’s cancer drugs and the two companies forming a joint venture on their respective nonprescription drug consumer units. The venture, GSK Consumer Healthcare, will combine the businesses of Novartis brands including Excedrin and Prevacid with GSK brands including Nicorette, TUMS and Aquafresh. Cheryl Policastro, director of shopper marketing and insights at Novartis Consumer Health, spoke with eMarketer’s Christine Bittar about selling over-the-counter medications and some of the differences between marketing prescription and nonprescription drugs.
The American public is slowly but steadily regaining confidence in corporate America with people now viewing corporate America more positively than they did before the start of the economic decline in 2008, according to the 2014 Harris Poll Reputation Quotient™ (RQ™) study.
The vast majority of brand marketers and advertising agency executives expect original digital video programming to become as important to their businesses as television advertising within the next three to five years, with the bulk of that increased internet spending migrating from television budgets, according to a survey released by the Interactive Advertising Bureau (IAB).
The Mobile Marketing Association (MMA), the leading global trade association for the mobile industry, today announced the revealing results of the first-ever Mobile Video Benchmark Study. The study, commissioned by the Mobile Marketing Association (MMA) and its Mobile Video Committee, sought to provide mobile video performance insights to advertisers, agencies, publishers and third party video servers.
Social media management agency, Emoderation, has opened an office in Miami, to serve brands wanting to reach the US Hispanic and Latin American markets.
Círculo Creativo, in partnership with AHAA: The Voice of Hispanic Marketing, released the names of the nominees for the Third Annual U.S.H. Idea Awards, which recognize stellar achievement in work created by U.S. Hispanic agencies and directed at Hispanic audiences. Fifteen agencies made the short list of nominations, and the winners will be announced during AHAA’s Annual “Thinking Under the Influence” Conference on April 29 in Miami.
This is an exciting year for the HispanicAd.com Hispanic Account Planning ‘Excelencia ‘ Awards (HAPE), we changed the rules, change the categories and expanded the scope and experience of the Judges to fit the ever changing needs of our competition for analysis, creation, implementation of Insights and the process of Account Planning in the US Hispanic Market. 
HispanicAd.com is proud to announce the winners of the HispanicAd.com 2014 Media Planning Awards competition.
The Voice of Hispanic Marketing wrapped up three days of creative insights, breaking research and compelling content with the highest caliber of speakers – Rupert Murdoch, Robert Rodriguez, Prince Royce – and an impressive roster of CMOs and top executives from blue-chip brands. It was the most engaged conference with #thinkahaa trending during Mr. Murdoch’s keynote and Prince Royce’s presentation, thanks to his loyal “Roycenaticas.” From attendees following conference activity on their app and interacting with the speakers via Twitter to the presence of the Twitter Mirror to capture attendee selfies, the conference was both informative and fun.
The Recreational Boating & Fishing Foundation (RBFF) launched the first phase of a 5-year plan to increase awareness of fishing and boating among Hispanics, and engage the fastest growing segment of the U.S. population in these activities. Starting with a new Spanish-language microsite, VamosAPescar.org, and targeted advertising, the campaign aims to motivate the Hispanic audience to partake in the joys of fishing and boating.
Fútbol de Primera Radio announced that it has acquired the exclusive terrestrial and satellite radio rights in the Spanish language for the 2015 Copa América to be played in Chile from June 11 to July 4th and the 2016 Copa América Centenario to be played June 3-26 of 2016 to commemorate South American Football’s Confederation’s (CONMEBOL) centennial. This extraordinary tournament to be played across the Unites States will have the participation of all 10 South American countries plus Mexico, the US National Team and four additional Concacaf countries and promises to become the biggest sporting event to be held in the US since the 2002 Winter Olympics.
The Share of U.S. Hispanics Who Are Foreign Born is in Decline … as Hispanic Immigrant Population Growth StallsAfter four decades of rapid growth (Brown, 2014), the number of Latino immigrants in the U.S. reached a record 18.8 million in 2010, but has since stalled, according to a Pew Research Center analysis of U.S. Census Bureau data. Since 2000, the U.S.-born Latino population continued to grow at a faster rate than the immigrant population. As a result, the foreign-born share of Latinos is now in decline. By Jens Manuel Krogstad and Mark Hugo Lopez
The best in Hispanic creative was celebrated last night at the Third Annual U.S.H. Idea Awards with a gala honoring the work of the industry’s most strategic and creative thinkers. Círculo Creativo, in partnership with AHAA: The Voice of Hispanic Marketing, announced a distinguished and diverse slate of U.S.H. Idea winners representing the best in film, radio, graphic media, digital, innovation, production techniques, promotion, design, beyond Hispanic, with new categories in best in public relations, integrated campaign, branded content & entertainment, and creative use of media.
I think its official – Hispanic Millennials are on the top of most of Hispanic marketer’s minds these days. As I’ve discussed in past articles, all the buzz and excitement around Hispanic Millennials has led to a lot of research that has only started to scratch the surface into this complex and largely misunderstood segment of the Hispanic market. This is why my agency, Sensis together with our partners at ThinkNow Research have decided to undertake an ambitious research initiative called The Hispanic Millennial Project. By Jose Villa – Sensis
How would Hispanic Millennials describe their ideal work situation? And what are they doing now to make sure they land their dream jobs in the future? As part of its newly released 2014 study, Tr3s asked Hispanics ages 19 to 34 about how they’re preparing for a satisfying career.
AHAA will honor McDonald’s for its legacy of anticipating these critical demographic shifts, pioneering the total market approach, and putting the ethnic consumer at the heart of its company-wide strategies.
SSG’s ’10 Most Influential States’ reveal the evolution towards a new mainstream. The transformation is evident in these leading TM states has vas impact on immediate growth opportunities and quarterly corporate outcomes. This is the first in SSG’s continuing review of economic and behavioral game-changing factors, starting with populations shifts. Half of the US population and two-thirds of the US overall growth is generated by the Top TM states collectively. By 2020, Multicultural segments will become the majority segment in these 10 states as a group.
At the end of 2013 at the Center for Hispanic Marketing Communication at Florida State University we conducted a survey of 735 Hispanics, 647 non-Hispanic Whites, 744 African Americans, and 732 Asians. The data was collected courtesy of Research Now, under the supervision of Ms. Melanie Courtright and Dr. Kartik Pashupati. By Felipe Korzenny, Ph.D.
