Ad Agency

Research reveals that seventy-three percent of consumer product goods manufacturers and 86 percent of retailers place shopper marketing at the top of the list for marketing efforts that deliver meaningful return on investment—but are marketers doing this well in multi-cultural markets?

As a non-Latino with 17 years of professional experience working in the U.S. Hispanic market, I find this week’s events in the marketing and advertising world disturbing. By Adam Jacobson. Available on HispanicAd.com El Blog.

Competing fair and square is the American way. Right?

Now, anybody knows that in a game of Three-Card Monte your odds are not good at winning. So, you avoid the game and the loss.

Let me set the board up for the card game. Card One – the Client, Card Two – the US Hispanic Advertising agencies in the review and Card Three – A Mainstream Shop with mainstream ad responsibilities for the client, no bona fide or proven US Hispanic focused unit and a lust for the US Hispanic ad dollar responsibilities.

Casanova Pendrill was recognized last night at the 2010 Reggies National Awards with a Bronze Award in the Experiential Category ($1MM Budget or less) and a Bronze in Cause Marketing for their work on behalf of the UNICEF Tap Project.

According to Advertising Age, the US Hispanic responsibilities for Home Depot have been shifted from New York based The Vidal Partnership to Dallas based Richard/Lerma. The Richards Group boasts that they have a little known specialized Hispanic division within the agency run by Pete Lerma.

After the 2000 Census results came out, I had high hopes that AHAA would lead the charge of framing our story. After all, it is our marketing industry association. But after a good start with the publication of some interesting studies (albeit a bit too self-serving) and the occasional “panel” in the “real” trade conferences, like the AAAA or the ANA, the reality is that we continue to be an afterthought, relegated to the sidelines. Shame on us!

By Chiqui Cartagena.

To read El Blog CLICK above.

Simbiosis Consulting, Inc. is a Latino-owned, Latino-focused business development resource servicing the marketing and advertising community-at-large.

Casanova Pendrill has launched a new integrated marketing communications campaign for the UNICEF Tap Project, a grassroots initiative to provide clean water to children around the world.

IKEA announced that it has awarded its integrated communications account to Ogilvy & Mather and *S,C,P,F , Ogilvy’s Hispanic agency partner.

US marketing executives were much more optimistic about the economic outlook in February 2010 than they were the year before, when the recession was in full swing, and many were planning to increase budgets, according to the “Marketing Trends Report 2010” from Anderson Analytics and the Marketing Executives Networking Group (MENG). But they have become even more focused on getting a good return on their marketing investments. DOWNLOAD REPORT HERE.