Business

More than two-thirds of procurement and financial professionals say PepsiCo’s decision to eliminate its marketing procurement department will not become an industry trend, according to a survey of members conducted by the ANA (Association of National Advertisers).

Technology & Electronics Companies Emerge as Modern-Day “Leader Brands,” Between 1999 and 2014, 47 percent of brands fell off the top 100 “leader brands,” according to a PwC US study.

What makes the world’s top executives cringe?

John Reilly has been elevated to Senior Vice President Entertainment & Multicultural communications at Rogers & Cowan.

According to a new report, advertising contributed $3.4 trillion to the U.S. GDP in 2014, comprising 19 percent of the nation’s total economic output.

Spanish Broadcasting System, Inc. (SBS) announced that Elisa Torres will head the Radio Network division effective immediately.

By Gonzalo López Martí / LMMIAMI.COM

• Whether we like it or not, espanglish is the language we speak (Latinos and, increasingly, Anglos too).
• Some purists whine about it.
• You probably heard that line that goes “When I came to this country, I spoke one language. Now I speak none.”
• I beg to differ.
• A language is alive when it mutates and adapts.

Digitally-savvy customers demand high-quality experiences when they interact with companies or brands, and many marketing technologies are quickly evolving to help companies stay ahead of the game.

Many of you are dealing with a typical challenge: how to transform your organization from one manner of operation into another.   Sometimes you’re dealing with the transformation from traditional to digital; in other cases, the shift is from digital to data-driven.  In every case, the transformation is difficult and feels very uncomfortable, but don’t lose faith — change often takes quite a long time.

By Gonzalo López Martí / LMMIAMI.

• I’m old enough to remember when Univision’s standards & practices department was tough as nails.
• Their rules were strict, draconian.
• No offensive or inappropriate material.
• No jingles in English, no signs or type with wording in English within frame.
• No espanglish, God forbid.

The U.S. Census Bureau is gearing up for a pitch for its communications program contract for the 2020 Census.

As part of my day job, I often counsel clients who ask if they should bring in a change agent, like a new CEO or CMO who “thinks radically different from us.”  My answer is almost always a resounding “No.” And if that leaves any doubt, I will add, “Please, for the sake of your business, don’

By Gonzalo López Martí     LMMIAMI.COM

• If you’ve been watching Stephen Colbert &/or Jimmy Falllon as of late you guessed it already: branded content and product integration is where the money will be at in the future.
• Marketing dollars will increasingly be spent inside the shows.
• Campaigns will be built into the programming.
• As opposed to the sidelines of the commercial break.
• This is certainly not new.
• Been around since the beginning of marketing as we know it.
• But it’s coming back with a vengeance.

Holiday cheer is making a comeback but without shiny boxes and bright wrapping, according to Deloitte’s 30th annual holiday survey of consumer spending intentions and trends.

How do you get the most out of a conference?  That’s a simple question, but one that too many people tend to overlook because we’re all busy and simply just show up.

Predictive marketing is emerging as the best strategy to embrace data analytics to guide decisions and increase the visibility of markets. While it is still the early stages for this strategy, it won’t be long until most organizations will be investing in it. Predictive marketing is poised to enter the mainstream, and those organizations that move forward with it will lead their markets.

A lot has been written about last week’s announcement that the Association of National Advertisers has instructed Ebiquity and K2 Intelligence to investigate if agencies are really as devious as some say they are.

By Gonzalo López Martí / LMMIAMI.COM

• As my loyal readers, fans, detractors, fans and haters know well, as of late I’ve been attempting to analyze the hows & whys of the @LelePons juggernaut.
• How did she become possibly the most important Hispanic influenceleb in the country even before she could drive a car, vote or drink alcohol?
• You still don’t know who Lele Pons is?
• Don’t worry: People en Español doesn’t seem to know who she is either.

The Smithsonian’s National Museum of American History added campaign materials and personal artifacts related to Hispanic advertising agencies and their founders through a collaboration with the AHAA: The Voice of Hispanic Marketing. AHAA is supporting the museum’s initiative to expand on the advertising collections held in its Archives Center with a financial donation and with introductions to agency leaders and firms who had a significant impact on advertising history.

The question of how we measure advertising success is not new.Whether it is about an immediate response, building long-term brand measures, or somewhere in-between, is an age-old debate.  By John Svendsen – Global Brand Director, Media – Millward Brown