Marketing

𝗘𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻 𝗼𝗳 𝗟𝗮𝘁𝗶𝗻𝗼 𝗜𝗱𝗲𝗻𝘁𝗶𝘁𝘆 𝗧𝗲𝗿𝗺𝘀

The search for a unifying Latino identity in America has evolved significantly.  By Mercedes Sullivan - VP, HR Storefront

Exploring the Growing Influence of the Hispanic Market in the U.S. [REPORT]

The U.S. Hispanic market has evolved into one of the most significant and dynamic consumer segments for American businesses. With over 63.5 million Hispanics comprising 19.1% of the U.S. population, the demographic is both large and influential. Beyond sheer numbers, the unique cultural values, preferences, and trends within this group offer businesses immense growth potential. ThinkNow's "Hispanic Market Today" report explores how the Hispanic community is reshaping the demographic landscape and creating new opportunities for companies across industries.  

Your Agency Is Built on Your Actions, Not Your Appearance

We recently took a giant leap into the unknown, leaving stable jobs to nurture the seed of an idea. We wanted to create a new kind of creative shop, one that was female-founded (only one percent of agencies are!), designed to meet the needs of a new digital reality (faster speed, higher volume, lower budgets), and rooted in the ethos of radical hospitality. Our idea was to treat each client as though they were guests at the corner table, to give them the best seat in the house and make sure that they – and their audiences – were seen, heard, and valued in every aspect of the work.

DOUBLE WIN for Lopez Negerete Communications & Hyundai at the ARF David Ogilvy Awards

Lopez Negrete Communications was honored with a Silver Award and a Bronze Award in the Multicultural and Automotive categories at the Advertising Research Foundation's (ARF) 2024 David Ogilvy Awards for its "Viejos Cuentos" ("Cautionary Tales") all-electric IONIQ campaign, created for client and partner Hyundai USA.

SeeHer Releases Its First-Ever Campaign: “She Matters: Bottom Line”

The Association of National Advertisers’ SeeHer, the global movement dedicated to ensuring accurate representation of all women and girls in media, marketing, advertising, and entertainment, today released its first campaign highlighting the economic spending power of women and girls and how they are a growth multiplier for brands. Created in partnership with creative advertising agency Curiosity, the new campaign, “She Matters: Bottom Line,” focuses on the spending power and economic impact of women and girls through the lens of Generation Alpha.

TV Advertising Requires the Right Mix of Linear and Connected TV

The marketing team at Ford Motor Co. came to a fork in the road. Last April, the automotive brand was about to roll out a new ad campaign called "Freedom of Choice," spotlighting Ford's range of gas, hybrid, and electric cars. The company had two choices when it came time to decide which platform to use as a marketing vehicle for the video component: linear TV, which encompasses traditional forms of TV viewed via a cable network or satellite dish, or streaming through connected TV (CTV) devices. Like many brands chasing increasingly elusive consumers and not wanting to miss out, Ford chose both.

Developing a Sales Mindset

One group that we, as an industry, have had problems with over the years is sales. We have heard sales staff say that insights do "fluff," "touchy-feely," and "numbers" that don't help them sell anything. Salespeople don't mess around. If you aren't helping them sell, then you aren't helping them.

Governor Newsom Signs Major Legislation to Bolster Ethnic and Community Media Through the State’s Advertising Power

In a decisive move to strengthen ethnic and community media, Governor Gavin Newsom signed AB 1511 - authored by Assemblymember Miguel Santiago (D-Los Angeles) - into law, mandating that state agencies develop plans to increase their advertising spending in media outlets serving California's diverse populations. The law requires agencies to annually report on their progress to ensure transparency and accountability. Sponsored by the Latino Media Collaborative, AB 1511 represents a key effort to direct the state's advertising dollars towards ethnic and community media, creating a sustainable foundation for these outlets to thrive.

Future-Proofing Brands: The Power of Inclusive Marketing in Music and Media [PODCAST]

In this episode of The New Mainstream podcast, Robert Vélez, Vice President of Inclusive Network & LATAM Sales at Vevo, discusses how brands must proactively pursue inclusion to cultivate opportunities to connect with diverse audiences.

Hispanics are evolving and changing…my thoughts

Moving Beyond Acculturation: How Marketers Are Embracing Cultural Fluidity in Hispanic Audiences

For decades, marketers relied heavily on acculturation models to understand and target the U.S. Hispanic population. The model grouped Hispanics into categories like unacculturated, bicultural, or fully acculturated, based on their assimilation into American culture. This framework has been a long-standing tool to segment the Hispanic audience and tailor marketing messages. However, in today’s world, this approach is rapidly losing its relevance.  By Maria Lucia Parra - Bicultural Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives as “one size does not fit all”.

The Persistent Illusion of Brand Safety in Digital Advertising

It's becoming clearer and clearer that our idea of brand safety, at least in the ad world we currently live in, is an illusion at best. Some may argue that we've entered a backlash era against the concept as a whole. Whether it's the collective shoulder shrug in response to Adalytics' latest report, or the successful shutdown of GARM, it's evident our current brand safety approach isn't working.

FTC finds large Social Media and Video Streaming Companies have engaged Surveillance of Users with Lax Privacy Controls and Inadequate Safeguards for Kids and Teens [REPORT]

A new Federal Trade Commission staff report that examines the data collection and use practices of major social media and video streaming services shows they engaged in vast surveillance of consumers in order to monetize their personal information while failing to adequately protect users online, especially children and teens.

ANA Defends Ad Industry Against Claims in FTC Social Media Report

The Association of National Advertisers (ANA) today released the following statement from ANA CEO Bob Liodice responding to a range of inflammatory allegations about digital advertising in a new report from the Federal Trade Commission (FTC) on social media and streaming video services

Eighty percent of brands have concerns about agency use of GenAI

Nearly two-thirds of brand owners (63%) are already using generative AI in their marketing strategies, according to new research from the World Federation of Advertisers (WFA) but many have serious concerns about the technology.

What Can Cannes Teach Us About the Value of Transactional Data?

We're nearly two months removed from the annual industry gathering at Cannes. While the industry news has not stopped coming, it's important to take a step back and look at what took place on the French Riviera.

Rituals unlock access to consumers’ deep emotional behaviors to support meaningful brand-building

This breakthrough research examines the role of rituals in consumers’ lives, how people participate in them and why, and explores the potential opportunities that brands can unlock: 72% of consumers surveyed incorporate brands into their rituals at least some of the time, 70% are very, or somewhat, open to adopting new rituals, and 39% feel more positively toward brands that become a part of rituals, the report finds.

Hispanic Heritage Month: A Catalyst for Unity, Cultural Pride, and a Stronger America

Now that Labor Day has passed, we are quickly approaching that very unique time of year that is Hispanic Heritage Month. Why is it unique? Let's start with the reality that, while it spans a four-week timeframe, it doesn't coincide within a month. More importantly, in recent years it has been a subject of considerable debate.  By Louis Maldonado

STOP “CELEBRATING” HISPANIC HERITAGE MONTH — WE SEE RIGHT THROUGH IT!

Let’s be real: Hispanic Heritage Month is not a “campaign opportunity.”  By Victor Cornejo - Host, Tell Me Más Podcast & Multicultural/Inclusive Advertising Veteran

Political and Olympic Advertising Boost a Strong US Ad Market Further

Based on MAGNA’s analysis of media companies’ financial reports, total US ad revenues grew by +11.0% year-over-year in the second quarter. That was in line with first quarter, and in line with – slightly stronger – than MAGNA’s projection (+10.4%).