Business

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.

It is the end of 2020, time to look back on the year’s main developments as well as the decade we now leave behind. Let’s start with ASVD (advertising-supported video distribution) — or as we used to know it, television.

The National Association for Multi-ethnicity in Communications (NAMIC) announced the winners of its Excellence in Multicultural Marketing Awards (EMMA).  

Cardenas Marketing Network leverages multicultural authenticity to connect with U.S. Latino audiences via experiential marketing, live events marketing and digital marketing platforms including organizing premier Latin music concerts and soccer matches.

Cardenas Marketing Network (CMN) announced the hiring of Cesar Angulo as the firm’s new Director of Business Development.

Population experts will join EthniFacts’ Guy Garcia and NPR’s Maria Hinojosa to mark the date of the “Multicultural Tipping Point,” when the United States will officially become a nation comprised of primarily interethnic individuals, on Friday, August 22 at 10 – 11 a.m. at Father Duffy Plaza in Times Square, between 46th and 47th Streets.  The EthniFacts CulturEdge Countdown Clock will appear on the Clear Channel digital billboard to the west of Father Duffy Square during the press conference.

Last week, Nancy Hill, of the 4A’s, wrote an op-ed on Wall Street Journal’s CMO Today blog explaining why agencies are not in a position to attract and afford the kind of talent Wall Street and Silicon Valley can. She noted that the average annual starting salary in an advertising or media agency is between $25,000 and $28,000, while Google, Microsoft or management consulting firms pay between $70,000 and $90,000.

By Gonzalo López Martí @LopezMartiMiami

Your beloved columnist spent the last two weeks wheeling, dealing, wining & dining down in Mi México Lindo y Querido.
Some highlights of what I saw, heard, imbibed and inhaled during my stay.
You’re welcome.
Just another service provided by your friendly neighborhood rant-man.

GroupM issued its biannual This Year, Next Year futures report, forecasting global advertising investments will reach $534 billion in 2014, a 4.5% increase over 2013. The company predicts investments in 2015 rising an additional 5.0% to $560 billion – finally exceeding the pre-crisis peak of 2007/2008 in real terms.