Business

By Gonzalo López Martí@LopezMartiMiami

• Apple launched the Apple Watch with big fanfare last week.
• In the meantime it is still wiping off the egg on its face after some media outlet recently reported about its dismal diversity track record.
• It just so happens that the kingdom of the late Steve Jobs rarely hired individuals who are not male and white for its managerial ranks.
• Apparently a few Asian males had managed to percolate into the upper middle echelons of its payroll but that’s about it.
• Tim Cook, CEO of the Cupertino giant, had to apologize publicly for his employer’s human resources inclinations.
• Ipso facto, the company put its HR & PR machinery in overdrive and announced a string of multicultural, gender unbiased recruitments.

Clear Channel announced that it has become iHeartMedia, reflecting the company’s success in becoming a one-of-a-kind multi-platform media company with unparalleled reach and impact.

This is historical on so many levels for Latin American and US-based Hispanic agencies alike.  It reaffirms the benefit of being a little fish in a big pond, driving global depth through cultural empathy.    By Gabriela Alcantara-Diaz, Founder, President of G ADMarketing Communication, Inc.

The project is a move to transform La Opinión into a multimedia brand that will serve the Hispanic community of California through all platforms – from print to mobile – with new and revamped content offerings, an improved look and a greatly enhanced reader experience for this iconic brand.

Warc has revealed the top brands and advertisers – brand owners – from the Warc 100 database, which tracks performance in effectiveness and strategy competitions.

In the 1960s, Marshall McLuhan famously coined the phrase “the medium is the message” to suggest that the medium in which a message or communication is delivered many times influences or overshadows the message itself. Thus, the fact that a politician’s speech is broadcast on television has a bigger impact on how an audience receives it than the message of the speech itself.

Carat published its updated forecasts for worldwide advertising expenditure in 2014 and 2015, with market optimism demonstrated through strong global and regional forecasts.

Is America truly ready for total marketing? Or is the formula just too simple, resting on a flawed narrative that a racial divide no longer exists?  By David Morse, CEO, New American Dimensions LLC

New ideas and innovation are the lifeblood of 21st century businesses.

By Gonzalo López Martí @LopezMartiMiami

Starbucks doesn’t sell quality (forgive me for stating the obvious).
Coffee is not fuel.
Coffee is a craft & a ritual.
You know what I’m talking about, particularly if you are Colombian or Venezuelan.

Stardome Media Reps (a division of Stardome Media Group) announced the addition of industry network radio sales icon, Dave Logan, Sr., as Director Corporate Sales.

Total Market is defined as: “A marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations. This is done from inception through the entire strategic process and execution, with the goal of enhancing value and growth effectiveness. In marketing communi­cations, this could lead to either one fully integrated cross-cultural approach, individual segment approaches, or both in many cases, but always aligned under one overarching strategy.”  By Bill Duggan, Group EVP, ANA

By Gonzalo López Martí @LopezMartiMiami

When I started out in this business back in the good ol’ 90s, it could take us weeks, even months to craft and get approval for a four word-long tagline.
Entire teams of senior admen and adwomen would sit down around a table to analyze inane lines of copy.
Clients would belabor for months over the meaning, subtext and anthropological connotations of a futile alliterated soundbite.
Of course, the soundbite under the magnifying glass was going to run on billboards, bus shelters, newspapers and magazines when billboards, bus shelters, newspapers and magazines reigned supreme in the marketing repertoire.
Today, I lead a team of dozens of fickle Millennials cranking out tweet-like musings by the truckload, destined to ephemeral social media lifespans.
Funny thing is, the dozens of fickle Millennials refuse to talk to me.

Stardome Media Reps (a division of Stardome Media Group) announced the addition of Thomas J. Cavallaro Jr. (Cavallaro Media Services) as Director of Sales/Digital Media. 

Multicultural populations are driving 84 percent of the population growth, fueling 81 percent of U.S. job growth and accounting for 43 percent of buying power in top 10 markets – with statistics like these, marketing practices are evolving and, until now, have been lumped into the umbrella term “Total Market.[1]” For the last year, AHAA: The Voice of Hispanic Marketing, in collaboration with the Association of National Advertisers (ANA), and the Asian American Advertising Federation (3AF) assembled a broad coalition of clients, agencies and associations to define an integrated strategy for driving growth.

As business leaders, it can be a challenge to stay abreast of relevant industry trends and consumer dynamics. Often times, it is hard to assess the validity of the latest research publication and its relevance to your particular business. This is where a high caliber industry conference like Hispanic Retail 360(HR360) can come in handy. This conference covers the gamut between strategy and tactics in the retail space but, because it involves a variety of experts who are in the trenches with consumers daily, HR360 serves as a barometer for trends critical to any business dependent on today’s consumer.  By Bessie Ramírez, Managing Partner, About Marketing Solutions, Inc.

Content may be king, but the future of media buying in a digital world will be based on audience, not content.

There are tons of articles written about the transformation of marketing due to data-driven platforms, customer-driven solutions and more.  Many of these columns speak to challenges facing marketers such as a cluttered marketplace of solutions and infrastructure, but they all overlook one very important issue: without executive-level buy-in, none of these programs can succeed.

Fútbol De Primera announced that the summer of 2014 will round out its first quarter century in business. To commemorate the company’s 25th anniversary, Fútbol De Primera will be using a commemorative logo throughout the year.

Univision Enterprises, the products and services division of Univision Communications Inc. (UCI), in partnership with Envision Rx Options and Hola Doctor, announced during its annual health week the launch of the Univision Farmacia app, currently available on iOS and Android.