Ingrid Otero-Smart has become a powerhouse in Hispanic and Multicultural marketing and advertising; one that has nurtured many current and future leaders in our industry. She started her advertising journey at McCann Erickson in her native Puerto Rico, and in 1987, she joined Mendoza Dillon & Asociados. She worked at MD&A for 18 years, leaving as President /COO in 2005 before heading to Anita Santiago Advertising, where she was President until 2008. For the last 15 years, she has served as the President/CEO of Casanova//McCann, where she brought a renewed sense of vitality and creativity to the agency; one that has established a multi-year winning growth trend. In 2020, Ingrid acquired the majority stake in Casanova from IPG, becoming a McCann affiliate and making Casanova a certified female-owned and minority-owned enterprise.
How to Make Retail Brand Campaigns Work Harder in a Tight Market
According to Harvard Business Review, and a lot of anecdotal evidence that we can all point to, companies cut marketing budgets in a recession. Not only that, retail brand budgets can be the first to get slashed as they are the hardest to connect to sales numbers. For the brand budgets that are left, advertisers worry how they can drive any meaningful value if they can't get the reach or impact that they might feel they need.
Ad-Filtering Users, How They Accept Some Advertising and Reward Those Advertisers with Better Recall, Positive Brand Associations [REPORT]
If two assumptions can be made about advertising, consumers are attempting to filter out intrusive ads, while advertisers are striving to capture their attention. These opposing behaviors actually create a better environment for advertisers and media agencies, with notable improvements in recall and positive brand associations, according to new research by MAGNA’s Media Trials unit and the ad-filtering technology company, eyeo, titled, Reaching & Influencing Ad-Filtering Users.
Since starting her career, Millie Carrasquillo has been an enthusiastic innovator and driving force in the area of Hispanic consumer research and media measurement. At a time when the required tools and technologies did not exist, Millie was committed to creating methodologies and designing studies to more accurately reflect Hispanic consumer attitudes, behaviors and media consumption to inform our marketing strategies and media investments.
TAJÍN & Bud Light introduce Bud Light Chelada TAJÍN Chile Limón [VIDEO]
Some things are just better together, the perfect pairing. Two of the most beloved brands come together to create the new Bud Light Chelada Tajín Chile Limón.
Telemundo Stations bring local news to Samsung TV Plus
Samsung TV Plus users can access premium local Spanish-language breaking news coverage and original content from Telemundo stations 24/7 by streaming the stations’ regional free ad-supported TV (FAST) channels. The first two channels to launch today include “Noticias Telemundo California” and “Noticias Telemundo Florida,” with two more channels – “Noticias Telemundo Noreste” and “Noticias Telemundo Texas” – expected to launch in April.
Those that know Jackie Bird know she’s an energy-filled powerhouse and an accomplished professional who has shattered multiple glass ceilings throughout her career. She paved the way for female professionals at Procter & Gamble in Puerto Rico, where she became the first female brand manager on the marketing team. Later, she made history as the first woman to be named President by a global ad agency parent company in Latin America, and also the first female member of the agency's Executive Committee for the region, while working at Grey Advertising.
Isabel Valdés, one of the most renowned In-Culture Marketing™ experts in the nation. With two decades of experience consulting for Fortune 100 and 1000 companies, Isabel is a true business development guru. She’s also a published author public, speaker and trainer
U.S. Soccer Foundation renews partnership with Telemundo
The U.S. Soccer Foundation is extending its partnership with NBCUniversal Telemundo Enterprises as the official Spanish-language media partner for the second year. The announcement will be shared today at the “Unstoppable Women in Sports: Changing the Game Together” event at Telemundo Center as part of the network’s ongoing celebrations of Women’s History Month under this year’s campaign: “Change the Game” (Cambia el Juego). The renewed partnership spotlights the organizations’ long-standing commitment to encourage Latino girls and boys to live healthy and happy lives through soccer, especially in under-resourced communities.
Although Inflation is Moderating, Food Costs Remain High, and Consumers Continue to Shift At- and Away-from-Home Eating and Spending Behaviors as a Result
Last year, food inflation at retail and foodservice exceeded levels reached during the Great Recession. Even with inflation currently moderating, higher food prices will continue influencing consumers’ spending and eating behaviors this year, reports Circana, formerly IRI and The NPD Group.
Everyone’s Obsessed with AI… But Don’t Forget the Humans
AI is taking over the internet, and what feels like the world lately. While generative AI tools like ChatGPT and DALL-E continue to grasp consumers' attention, AI has been used for many business applications in digital media and marketing. With 83 percent of companies claiming that AI is a top priority in their business plans, business leaders must not forget the most important part to integrating training and enhancing the output of AI tools: the human element. If business leaders fail to recognize its significance, they run the risk of losing consumer interest.
Unexplainably Low Incidences? How Tropicalization Increases Participation Rates
In the market research industry, incidence refers to the proportion of people in a population who meet the requirements to participate in a specific study. For example, if a study seeks people who have purchased a particular product in the last six months, incidence would be the percentage of people in the total population who meet this criterion.
Monica C. Lozano is a powerhouse – before serving as President and Chief Executive Officer of College Futures Foundation, she had a highly successful career in media. She was editor and publisher of La Opinión, the country's leading Spanish language daily newspaper, and then went on to become CEO of the parent company, ImpreMedia. Under her leadership, the company evolved into a multi-media content company while staying true to its mission of informing, educating, and empowering the Latino community.
Rossana Rosado spent over 30 years in the media industry as an executive and award-winning producer. She was the first female CEO, Editor, and Publisher of El Diario La Prensa, the oldest and largest Spanish-language newspaper in the country. During her career in Journalism, she was drawn towards the stories of society's most vulnerable and was inspired to become a champion for social and economic justice. In doing so, she ensured the rapidly growing Latino community had access to the critical news and information - in Spanish - that was necessary to stay abreast of the times and advance in society.
Barrio Chino [VIDEO]
The amazing history of Latin Asians in the Americas—barrio a barrio—as told by chef and author Armando Tam
This Women’s History Month, the team at d expósito & Partners paid tribute to the many Latina Leaders in Hispanic advertising and media with a social media series.
This Women’s History Month, the team at d expósito & Partners paid tribute to the many Latina Leaders in Hispanic advertising and media with a social media series. The DEX team saw it as an important time to acknowledge the leadership, courage and contributions of these fearless women, as well as celebrate their accomplishments in a way that inspires the next generation of multicultural advertising professionals in order to continue promoting progress.
We begin our Women’s Month series featuring a pioneer who could arguably be considered the Madrina (Godmother) of Hispanic advertising in the US: Alicia Conill. Alicia began her advertising career in Cuba in the late 1950s, as live announcer talent for an agency in Havana, called Mestre Conill. After the Cuban Revolution, she became a Cuban exile in NYC, where she worked as Creative Director for the William Estey Company, on client campaigns for Latin America. In 1968, she and her husband, Rafael Conill, founded Conill Advertising, one of the pioneering agencies in Hispanic marketing that ushered in clients like McDonald’s, Coca-Cola, Campbell’s Soups, Amtrak, and many others. Conill Advertising would go on to be the largest U.S. Hispanic agency in that era.
“In the ‘80s, there was a resistance among marketers to learning a new culture, learning a new language, and learning new forms of media” shared Norma Orcí with the LATimes in 2017. “We are facing a similar situation now.” Norma is a highly respected industry veteran and trailblazer, who co-founded La Agencia de Orcí with her husband, Hector, in 1986. Together, they saw an opportunity to create a positive impact when the U.S. government aimed to encourage millions of undocumented immigrants to come forward and obtain citizenship, and La Agencia de Orcí was awarded the task of creating a campaign to mobilize the community.
The life of Tere Zubizarreta was an exemplary story of The American Dream. She started her career in advertising in the 1970s with no college degree, working as a secretary at McCann/Marshalk Advertising. In 1976, she founded her own agency, Zubi Advertising, with limited resources, including a borrowed desk, telephone and typewriter, and a $465 retainer from her first client. As her agency grew and prospered, she would be joined by her children, Joe and Michelle. Under their leadership, the agency would grow to over 100 employees with revenue surpassing $200 million in billings and would eventually be acquired by WPP.
Today, we’re excited to share the story of another incredible and highly accomplished Latina: Aida Levitán. In 2017, she became the first and only Cuban-American female board chair for a U.S. commercial community bank. Now that’s impressive, but there’s more. Just 4 years later, she took U.S. Century Bank public! As a result of her service and this accomplishment, in 2022 Forbes selected Aida as one of their “50 over 50,” a list of top female business leaders, entrepreneurs and financiers, curated in collaboration with Mika Brzezinski from MSNBC’s Morning Joe.