Business

Mexico was the third largest U.S. trading partner in goods in 2016, totaling $525.1 billion.

Executives who know how to set up and manage agency relationships are best positioned to improve their marketing ROI.

Beyond a surprising comeback by the Patriots and a never-before seen overtime game, Super Bowl 51 delivered many life and business lessons for us to treasure.  By Lili Gil Valletta, Entrepreneur and Cultural Innovator

Myriad market forces are impacting the pharmaceutical industry — from technology to globalization to pricing to talent management.  C-Suite executives from various industry segments provide their insights on how they are leading their organizations through an era of unprecedented transformation.

What is becoming clear, despite some new entrants, is that economic value is coalescing around a very small number of companies with respect to digital advertisers.

Donald J. Trump has been in office for less than two weeks and the level of anxiety it has brought upon our society is unlike anything I’ve witnessed. While most Americans hoped the president would unite the nation and lead the healing process after a highly divisive and contentious election, it is fair to say that he has not.  By Tony Hernandez, CEO, Latino Broadcasting Co. and Founder, Immigrant Archive Project

Today, millions of Americans, nachos in front of them, groaned at the TV screen, sometimes because their favored team fumbled, and other times because the commercial was too mawkish, or dumb, or, and this is becoming the new reality, because it pushed their political buttons.  By David R. Morse

By Gonzalo López Martí – Creatve director, etc. / LMMiami.com

• Here’s a review of the ads on last Sunday’s annual sports & marketing extravaganza.
• As usual, I wrote this off the top of my head, making the effort to view the material as actual consumers do: surrounded by noisy friends and family, eating processed food, mildly inebriated on cheap beer and simultaneously checking various mobile devices.

Since the inception of our nation — and as recently as 2013 — lawmakers have periodically eyed advertising as a potential source of tax revenues because its long-term effects can make it seem more like an investment than an expense. After studying a wide array of research on the issue, two professors from Loyola Marymount University in Los Angeles have concluded that there is no basis for changing the current treatment of advertising as a short-term expense.  By Erich Decker-Hoppen, director of communications for MASB

Among the many things making headlines these days is the wall that President Donald Trump has promised to build along the U.S.-Mexico border. This wall is meant to keep Mexicans from coming to the U.S. illegally and taking advantage of all the “Land of Opportunity” has to offer. For the nearly 120 million people living in Mexico and 33 million-plus Mexicans living in the States, this wall is also a separation of cultures and a dismissal of the impact Latinos have on the U.S. economy and society.  By Maria Amor – V.P. Havas FORMULATIN

Programmatic advertising is increasing in popularity with US advertisers. eMarketer predicts that investment in programmatic display will grow by more than 26% in 2017, reaching almost $31 billion . But even as demand for programmatic grows with brands and media buyers, many publishers still struggle with how to manage, price and sell such inventory, leading to lower-than-expected revenues.

The campaign includes TV and digital advertising, media integrations, community events, influencer engagement and social media activations that showcase how Latinos can benefit from the simple step-by-step guidance and expert help on-demand offered by TurboTax.      

By Gonzalo López Martí – Creative director, etc. / LMMiami.com

Question: how are we supposed to get CEOs and CMOs to allocate higher marketing & advertising budgets to the US Hispanic market in the current state of affairs?

A new Smithsonian Channel four-part series provides an inside look into the men and women who re-invented the advertising industry from post-WWII America through the 1980s.

The theme of this year’s report, “Technology for People,” is a call to action for business and technology leaders to actively design and direct technology to augment and amplify human capabilities. The report states that we are beginning to see the emergence of technology for people, by people – technology that seamlessly anticipates our needs and delivers hyper-personalized experiences.

While agencies morph into something different, they are encountering new competition in the form of consulting agencies looking to broaden their areas of influence.  

Almost a year ago to the day, we made a very public declaration that we were going to lead a charge to break down ‘The Last Silo’. The Hispanic Marketing Silo, to be specific. We made it our mission, to make Anomaly a company that can authentically engage and communicate with everyone in America. Equally.  By Giovanni Villamar – Managing Director, Anomaly

The traditional shopping mall is under threat. Here is how to meet the needs of digital customers.

By Gonzalo López Martí – Creative director, etc / LMMiami.com

• Advertising creatives resort to puppies and babies when inspiration is elusive and they badly need a sure hit.
• Urban music composers resort to thuggery and misogyny.
• As I pointed out last week, I strongly believe urban music (meaning hip hop, reggaetón and its offshoots) is successful DESPITE its lyrics.
• From a strictly musical POV, I find these genres irresistible.

A new report by Accenture Strategy cautions that in a rapidly changing digital landscape, CEOs must lead the charge in reskilling their people to be relevant in the future and ready to adapt to change. According to the report, Harnessing Revolution: Creating the Future Workforce, CEOs must be mindful to put their people first and at the center of change to create the future workforce.