Ad Agency
Maximizing Agency Success: Leveraging Media for Growth
In today's fast-paced digital advertising world, agencies are under increasing pressure to deliver faster results with tighter client budgets and higher expectations for measurable outcomes. Forced to manage this reality, but also pursue growth, media can prove to be a viable method for agencies to level up their capabilities, strengthen client relationships and accelerate growth.
Influyente Announces Launch of the Hispanic Media Alliance
The Hispanic Media Alliance™ (HMA) is a comprehensive network designed to empower Hispanic media providers and connect them with national brands seeking to reach the rapidly growing U.S. Hispanic audience. The HMA is an initiative of Influyente™, a spin-off multicultural agency, who saw the opportunity to bring thousands of media providers under one umbrella. Members of the Hispanic Media Alliance represent a range of channels including print publications, radio, podcast, social influencers, OTT/CTV, and digital media with audience reach that runs from national to hyperlocal.
Say It Your Way: McDonald’s Celebrates the Many Ways Latinos Refer to Dulce de Leche
Dulce de leche goes by many names. Whether you know it as cajeta, manjar, manjar blanco, arequipe, milk candy, fanguito, doce de leite, leche quemada or any other name, this sweet staple is a unifying flavor for Latinos, evoking memories of home, no matter where you’re from.
Alex Lopez Negrete to be inducted into the AAF Advertising Hall of Fame of 2025
The American Advertising Federation (AAF), "The Unifying Voice for Advertising," announced that Alex Lopez Negrete will be inducted into its 2025 Advertising Hall of Fame.
2025: A Transformative Year for Multicultural Marketing
As the clock ticks toward 2025, a pivotal year emerges for multicultural marketing. In a landscape shaped by diverse audiences, new challenges, and shifting priorities, the stage is set for both disruption and opportunity. 2025 holds the promise of redefining how brands connect with America’s diverse consumer base—an engagement critical for long-term growth and success. By Jose Villa - Advertising Executive, Entrepreneur, Cross-cultural & Marketing Strategist
Holding Company Consolidation: The Omnicom/IPG Merger and Implications for Communicators and Clients
The announcement of Omnicom Group's acquisition of Interpublic Group (IPG) may seem like a blockbuster moment in the marketing world and it is. Still, arguably, it’s more indicative of a failing model than a cause for celebration. The $13 billion all-stock deal creates the largest advertising agency by revenue, yet it also underscores the bloated, outdated nature of the traditional holding company system. Many clients are no longer looking for size—they demand agility, efficiency, results and accountability. In this light, the merger feels less like a step forward and more like a final attempt to hold on to a structure that is becoming obsolete. By Claudia Gioia - Co-Founder and Managing Partner PERCEPTUAL ADVISORS. Business Communications Executive | Marketing, Communications, Crisis Communications & Public Affairs Expert Consultant
The big just got even bigger (but not better)
As I write this, Omnicom has confirmed that it plans to buy IPG for around $14 billion. If completed, it would create the world's largest advertising holding company. The industry headlines make it sound inevitable. Scale is everything. Except... is it? By Amar Chohan - Founder - Department of Creative Affairs.
Alex Lopez Negrete to be inducted into the AAF Advertising Hall of Fame of 2025
The American Advertising Federation (AAF), "The Unifying Voice for Advertising," announced that Alex Lopez Negrete will be inducted into its 2025 Advertising Hall of Fame.
Roberto Alcazar to head Horizon Media new entity One Horizon
Horizon Media unveiled One Horizon, a full-service, general-market advertising agency. This new agency underscores Horizon Media's evolving vision and commitment to offering sophisticated, integrated solutions that harness the power of technology, data, and creativity to forge more meaningful consumer-brand connections. Building on a robust year-over-year growth of 35% across content services within Horizon enterprise, One Horizon positions the agency as a critical player in reshaping how marketing, media, and creative services converge to meet the complex demands of modern brands.
Omnicom to Acquire Interpublic Group to Create Premier Marketing and Sales Company
Omnicom and The Interpublic Group of Companies, Inc. announced their Boards of Directors have unanimously approved a definitive agreement pursuant to which Omnicom will acquire Interpublic in a stock-for-stock transaction. The combined company will bring together the industry’s deepest bench of marketing talent, and the broadest and most innovative services and products, driven by the most advanced sales and marketing platform. Together, the companies will expand their capacity to create comprehensive full-funnel solutions that deliver better outcomes for the world’s most sophisticated clients.
Media Innovation to Propel the Global Ad Market Towards the Trillion Mark
The winter update of MAGNA’s “Global Ad Forecast” reveals that media owners’ net advertising revenues (NAR) reached $933 billion in 2024, growing +10.3% over 2023. This is in line with MAGNA’s mid-year prediction (+10.0%) and a significant acceleration on the global growth recorded in 2023 (+6.4%). +10.3% is the strongest growth rate observed by MAGNA in 25 years (excluding the post-COVID surge in 2021 of +23%).
The Long Tail of the Advertising Business
To remain relevant — and profitable — agencies must regularly reevaluate their offerings to ensure they are optimizing the dynamics of the long tail of the advertising business.
Marketing is dead. Advertising is deader. Long live growth hacking? Part 3
By Gonzalo López Martí - Creative Director
- Many growth hacks are glorified, carefully orchestrated bait & switch maneuvers.
- Throw in a little word of mouth* and BINGO.
Michelle Cobas joins MEL as Managing Director, Chief Growth Officer
MEL, a culture-forward creative collective, announced that Michelle Cobas has joined in the role of Managing Director, Chief Growth Officer.
Influyente launches Marketing Agency for Multicultural Audiences
Catalyzed by strong market demand, Refuel Agency spins off new multicultural agency, driven by AI insights and a network of multicultural influencers.
20 Ideas for marketers & agencies
Can you imagine working daily with the smartest, most successful CEOs, CMOs, and marketers? Or interacting daily with the very best agencies in the world – of all sizes and shapes – and across all disciplines (creative, media, PR, digital, etc.).
Casanova//McCann named “Best US Independent Agency”
Last week, El Ojo de Iberoamérica named Casanova//McCann the Best U.S. Independent Agency for 2024. And on Friday at the Ad Color Awards, Casanova also received 2024 Best Campaign of the Year for its work in partnership with McCann for U.S.Bank. The work recognized is “Translators” a documentary developed to celebrate the role of immigrant children as translators for their parents. This work was developed to support the launch of U.S. Bank’s Spanish-language app and has received 40+ awards since it launched.
Two-thirds (65%) of marketers expect business conditions to improve next year
Improving economic conditions, the tension between social media and brand safety, the growing cohort of consumers leading more solo lifestyles, expanding brand building to encompass the entire customer experience, and managing the impact of AI technology on the environment, are five key trends that will shape global marketing strategies in 2025, as revealed in WARC’s Marketer's Toolkit 2025.
‘We can’t cry about the milk that’s spilled’: As DE&I fallout continues, multicultural agencies grapple with changes
Brands like Ford Motors, John Deere and Molson Coors, among others, have reversed course on their diversity, equity and inclusion commitments. The shift is leaving multicultural and diverse-owned agencies grappling with the fallout.
Agencies: treat your people well; they may run a future agency review
Agencies: treat your people well; they may run a future agency review The agency business is a tough business. Clients expect a lot. Agency economics are strained. And staff often move around for promotions. It’s hard to run a successful agency.
