Business

Consumers’ choices in terms of where, how and why they buy are redefining retail and creating a new playbook for the industry. NRF’s Consumer View is a recurring look at the consumer forces that are shaping retail.

NGL Collective announced an exclusive strategic partnership with Fox Deportes to offer U.S. Latinx advertisers digital content and connection built around FOX Deportes signature sports properties and original network program properties. NGL Collective will leverage its leading Latinx digital video platform to build additional reach around FOX Deportes’ top sport properties including NFL, MLB, Liga MX, Crixus MMA, PBC Boxing, Golf and Nascar. 

Only a small percentage of older Americans, seven percent, receive income from Social Security, a defined benefit pension, and a defined contribution account. Retirement income from these three sources is widely considered to be the ideal situation to ensure retirement security, particularly for the middle class. Retirees with these three sources of income are far less likely to face poverty and economic hardship.

ViacomCBS Inc. has unveiled a management restructure of its international networks division, which is intended to leverage the company’s expanded operations post-merger to drive new growth opportunities across brands in key international markets. The reorganization will simplify ViacomCBS Networks International into two brand groups and three pan-regional management hubs, reporting to David Lynn, President & CEO of ViacomCBS Networks International (VCNI).

VIX, a publisher for U.S. Hispanic audiences, named Sebastian Trujillo EVP of U.S. Brand Partnerships. Trujillo brings more than twenty-five years of experience in video, revenue growth and business development, establishing strategic partnerships within the U.S. Hispanic market and Latin America. Trujillo will also provide strategic insights to support VIX’s expansion of OTT and CTV products that meet the needs of the company’s clients.

For years, female executives have come away from women-only leadership programs empowered to do—and ask for—more, valuing the opportunity to examine their strengths and shortcomings in the psychological safety of their peers and to use the experience as a springboard for personal development.

Consumers today are increasingly craving immersive, real-life experiences. But they want these experiences without foregoing time or effort. The solution? Augmented and virtual reality (A/VR) technology, coming to a “store” near you.

Millennials and Gen Z’s love of travel is fueling new opportunities for technology, media & entertainment, and telecommunications companies. How can marketers leverage these behavior trends to drive growth?

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

• The social media lynching squads are coming for you.
• Sooner or later, you or the brand/s you’re in charge of will do or say something that will trigger their wrath.
• It is not if but when.

An interesting irony of today’s retail landscape is that brands have never been more and less important.

It is easy to measure sales being made now, but if a brand is to grow must also influence people who are not yet ready to buy. It must influence people who do not yet know they want to buy the category, never mind a specific brand. So how do you know whether your marketing is likely to generate future sales?  by Nigel Hollis

From tech titans such as Facebook and Uber to traditional stalwarts such as Boeing and PG&E, many brands took a beating over recent months and will be limping into the new year. For them, the New Year’s resolution is clear and immediate: fix brand dings and dents.

It seems like only yesterday that we (Hispanic marketers) were anxiously awaiting the findings from the 2010 census. We were confident that the numbers would reveal the strength of the marketplace and that brands would begin investing against this consumer. In a way, it did, but not to our expectations.  By Maria Amor

Move over, “diversity.” Make room, “inclusion.”

Today, the hot corporate buzzword in the diversity field is “belonging.”

Have you felt that everyone around you is getting angrier and that the news is getting worse? Caroline McCarthy says you can blame the advertising industry. Learn more about how advertising is fueling the battle for our attention and feeding the current dysfunction in media.

Happy holidays! I hope everyone’s doing great and gearing up for an amazing 2020. I for one can’t wait to dive head first into a new decade given all of the excitement and momentum surrounding our industry. 2020 is a Census year, and Latinx in the U.S. are projected to exceed 62 million people, or approximately 20% of the total population in America (+23% vs. the 2010). But you probably already knew that, right?  By David David A. Chitel – CEO & Founder / NGL Collective

Prisa Brand Solutions announced the appointment of Robert Ruvalcaba, as Vice President of Sales, based in California, to work on the company’s sales strategy and business development in the United States.

Chinese general and military strategist Sun Tzu once said “When you know both yourself as well as your competition, you are never in danger. To know yourself and not others gives you half a chance of winning.” I think you’d be hard pressed to find a marketer or insights professional in the consumer packaged goods/retail industry who disagrees with the basic premise of this statement. That’s primarily because a foundational goal of most research is to understand the strength of our business position in a competitive context. And to assess our businesses against others, we calculate the strength of our brand affinity, measure our retail sales, and qualify our potential innovations via concept testing with normative benchmarks that predict performance in a competitive environment.

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

• There’s a fine line between mastering the art of healthcare marketing and unleashing an outbreak of hypochondria.

New words stick when they come from below, and respond to a real need.