Ad Agency

Much talk has surfaced lately about the whether it makes sense to have a total market strategy. Some contend that the intent of a “total market” strategy, which is to recognize target consumers’ needs, culture and behavioral characteristics in the formulation of a company’s marketing strategy is more often misunderstood or not understood at all. This has resulted in “total market” strategies which homogenize how organizations communicate with consumers and which under emphasize and even ignore cultural nuances that work to powerfully connect consumers and brands.  By Terry Soto is President and CEO of About Marketing Solutions, Inc.

Sir Martin Sorrell has a strong point of view on the names of things. Here he is on linking his own company with the term “advertising”: “We need to rename it because it encourages people to think that creativity is the preserve or reserve of that creative department, of that creative director in that so-called ad agency,” said the WPP Group chief executive at an Advertising Week event.

A few lucky brands and agencies own a place in popular culture forever because of their ability to find that one big idea. But that era is gone and the effort to get it back creates frustration between clients and agencies.

As managing director, strategy/creative, Velez will oversee the operations and staff of the Miami office while generating and nurturing new business leads and converting qualified leads to client partner relationships.

Mitsubishi Motors North America, Inc. and Grupo Gallegos announced the launch of a new advertising campaign that will specifically target US Hispanic consumers, titled “Destino,” which is Spanish for both destination and destiny.

Bestowed by the Government of Mexico to a leader outside of said country, the Ohtli celebrates the recipient’s commitment to lifting the Mexican or Latino community, along with their vision and impact.

República unveiled “Stand Stronger,” Citizenship Awareness Campaign, a comprehensive campaign designed to encourage the 8.8 million eligible lawful permanent residents to apply for and obtain U.S. citizenship.

Advertising is inherently a creative process, and creativity is often associated with a free-form approach to the development of ideas and concepts. The implementation of those ideas, however, should not be free form. In fact, research shows that ad campaigns benefit greatly when marketers use a tightly controlled implementation process to help them maximize results and minimize waste.

Industry insiders have stated that Manuel E. Machado, CEO and co-founder of MGSCOMM is no longer involved in the day-to-day of Common Ground / MGS.

Grupo Gallegos has named agency veteran Brenda Aguilar Schneider as Management Supervisor for JCPenney and other clients.

Michael Farmer, who has been consulting for advertising agencies for 25 years, sees the industry trapped between “fee-cutting clients and profit-hungry owners.” Its woeful state, he believes, can only be reversed by intrepid agency CEOs overturning the current agency culture by tracking workloads to better negotiate fees, repositioning their raison d’être from “big ideas” to “results,” and instilling a strong sense of accountability throughout their organizations.

Independent boutique agency, LatinSphere, headquartered in Long Beach, CA, will officially close at the end of August 2015 after 14 years of providing advertising and experiential marketing services, focused on, but not limited to, the Hispanic market.

Horizon Media announced the launch of a second stand-alone media agency network, Canvas Worldwide. The new media agency network, a joint venture between Horizon Media and global creative powerhouse INNOCEAN Worldwide, will officially launch in September 2015.

Walton Isaacson (WI) has appointed Alice Rivera as Vice president, Hispanic Marketing.

Walton Isaacson has named Juan Bonilla to the new position of Senior VP of Business Development, effective i

Inc. magazine has unveiled its 34th annual Inc. 5000, an exclusive ranking of the nation’s fastest-growing private companies. República, an independent cross-cultural advertising, digital and communications agency, has earned its place on the important list for the fifth consecutive year.

Moneyball: the agency industry isn’t as profitable as it used to be.

Last Friday afternoon, as Alma’s staff took their talents to South Beach to celebrate a string of top creative awards and new business, Luis Miguel Messianu, Founder and President of Alma, broke the news about updates in the agency’s leadership structure.

Carl Buddig & Company has expanded its agency partners with the appointment of The San Jose Group as its multicultural shop.

Moroch Holdings Inc. (MHI) has announced that it will be taking a minority interest in Chicago-based LimeGreen LLC, a cross-cultural marketing communications agency focused on helping its clients reach culturally diverse groups through compelling consumer insights.