Marketing
Differences between code switching and Spanglish, and implications for advertising to Hispanics
Code switching and Spanglish are two linguistic phenomena that occur within the Hispanic community, but they differ in their nature and implications. A new identity is followed by a new Spanish and English dialect. As Hispanics undergo increased acculturation in the U.S., their language usage tends to become more hybrid in everyday contexts. This involves the occasional insertion of English words into Spanish discourse, a phenomenon known as code-switching, and the development of Spanglish, a hybrid language combining elements of both Spanish and English (Korzenny et al., 2017; Levine, 2023). Both involve the dynamic interplay between Spanish and English, but they differ in their nature and implications. A new identity and way of speaking will become increasingly prevalent and acknowledged as part of Hispanics' experience in the US. This essay will delve into the distinctions between code-switching and Spanglish, drawing on additional readings, personal experiences, and insights from interviews with diverse Hispanic consumers. Furthermore, an exploration of the implications of these linguistic practices for advertising to the Hispanic demographic will be undertaken. By Katherinne Peralta / Florida State University
How to evaluate agency proposals
Very few marketers are taught how to evaluate an agency proposal, whether it is a formal written response to an RFP, a presentation or some other format.
Loyalty Marketing: Key Takeaways from the Latest ANA Report
ANA's new report, Loyalty Marketing: The Good, the Bad, and the Ugly, details the "good, bad, and ugly" (literally, pun intended) regarding customer programs. Customer loyalty programs are, intrinsically, meant to increase engagement through personalized offers by rewarding, you guessed it, loyalty through harnessing first-party data.
The Crucial Role of Insights-Based Research in Engaging the U.S. Hispanic Market
As the U.S. Hispanic market continues to grow and diversify, understanding and connecting with this vibrant segment has never been more critical for brands. Insights-based research is the key to unlocking the cultural nuances, values, and behaviors that drive decision-making among Hispanic consumers. By leveraging these insights, brands can develop strategies and campaigns that resonate deeply and authentically with the Latino audience. At Culture IQ, we specialize in providing the insights needed to guide your success in this dynamic market.
How Much Longer Can The Agency/Client Model Survive?
“The agency model is broken.” This refrain is so worn out it’s a cliché. Yet, despite its obvious flaws, the model has survived for decades. Here’s how it works: agencies base their fees on the number of “Full-Time Equivalents” (FTEs) assigned to a client—essentially, headcount. In theory, more complex projects require more FTEs, allowing agencies to scale revenue with staff allocation. More FTEs mean higher fees; simple math, straightforward billing. By Shelly Palmer
The Coca-Cola Company relaunches Barrilitos in California & Texas
The Coca-Cola Company announced the regional relaunch of Barrilitos, a Mexican soft drink brand with a rich legacy dating back to 1938. A new addition to Coca-Cola's imports portfolio, Barrilitos hails from Monterrey, México, and is poised to make waves in California. With its nostalgic appeal, vibrant flavors, and premium quality, this authentic soft drink is bottled and produced in México, ready to delight consumers across the California region.
ANA unveils Loyalty Marketing Report highlighting growing Importance, Challenges, and Fraud Concerns
The Association of National Advertisers (ANA) and HUMAN Security (HUMAN) have released a new report on loyalty marketing, revealing the increasing significance of loyalty programs for brands in the current marketing landscape. Loyalty marketing, which rewards customers for repeat purchases or interactions with a brand, has become a key strategy for companies seeking to deepen customer relationships and drive long-term value.
Part II: Hispanics’ CPG Shopping Trends – Impact and Opportunities for Retail Activation [REPORT]
14% of U.S. households are Hispanic households, and these consumers are more likely to shop in-store than online. This report, Part II in a two-part series, focuses on U.S. Hispanic retail engagement. It also explores the importance of understanding cultural references and opportunities to activate these valuable shoppers around specific holidays.
Part I: Hispanic Consumers Drive 16% of Total US CPG Growth [REPORT]
Hispanic consumers are fueling 16% of total consumer packaged goods (CPG) growth in the United States, with spending trends that vary from non-Hispanic counterparts in both dollar and unit sales, as well as the channels they shop. In two new reports, Part I: Meet the U.S. Hispanic CPG Consumer and Part II: Hispanics’ CPG Shopping Trends, Circana™ delves into the complexity of the U.S. Hispanic population and their influence in reshaping purchasing behavior across multiple categories, including baby care, laundry products, and bottled water.
The Challenge of Attention [REPORT]
Attention is important, so how do we measure it? For more than ten years now, the sheer scale and volume of media available to advertisers has been proliferating. Digital technologies and platforms mean that consumer choice about how, where, and when they consume media content has exploded and so fragmented. It is no longer possible to reach mass audiences at scale simply by running a TV ad campaign. As a result, many now characterise modern marketing as an attention economy, a multimedia competition for consumer eyeballs.
After Transforming Advertising, AI Is Coming for Marketing
Over the past decade, artificial intelligence (AI) has revolutionized the way advertisers manage advertising campaigns. Platforms like Meta and Google have deeply integrated AI into their systems, automating the once-tedious processes of ad targeting, creative testing, and bid optimization. This transformation has enabled advertisers to scale campaigns with minimal manual input, maximizing performance while reducing operational burdens.
Tapping the Trillion-Dollar Latino Market: A Roadmap to Build Trust for Corporate America
Latinos often take center stage during U.S. presidential election years, recognized as a critical voting bloc with the power to shape the nation's future. With over 36 million projected eligible voters, the race to win the Hispanic vote is more urgent than ever. But this community has proven to be incredibly influential beyond politics, driving progress across all institutions, particularly business. Leaders of all institutions and organizations looking for sustained growth and influence must prioritize building and strengthening their relationships with Latinos. The 2024 Edelman Trust Barometer Special Report: Business and Racial Justice highlights how crucial it is for communities to feel seen and elevated. The data shows that people are 24 points more likely to trust businesses that serve the needs of their racial community well. However, only 45% of Hispanic/Latino respondents in the U.S. feel that businesses truly understand their experiences and are committed to their growth. By Carolina Rincón Sato, SVP, Multicultural Brand.
How Brands Reignited the Olympics Advertising Competition for LA 2028
The Olympics in Paris marked the start of a journey toward a more democratized marketplace for brands looking to reach audiences during tentpole sporting events. By 2028, as the 34th Olympiad begins in Los Angeles, the games should be accessible to a much broader array of advertisers than ever before.
The Continuing Education of In-House Agencies
The proliferating number of in-house ad agencies blending creative talent, media buying, and online analytics underscores the growing need to train such agencies to keep up with accelerating demands from senior management and adapt new skillsets. Companies have learned the hard way that building these teams requires more than just slapping a name on a unit within the marketing department and pegging it as an in-house agency.
#Transcreation #MAGA #AI
We LOVE a portmanteau in the corporate world. By Gonzalo López Martí - Creative Director
d expósito & Partners unveils Cultural Dexterity positioning and its forward-thinking discourse for today’s New America.
In a fresh, bold move, d expósito & Partners, LLC today unveiled its differentiated positioning “to help brands reach and conquer the New American Mainstream.” Anchored in its U.S., Hispanic-centric roots, the ad agency’s innovative positioning takes into account the major economic force of the U.S. Hispanic Market — at 62M consumers with a contribution of 3.7 Trillion to the national GDP —, while ambitiously reaching far and beyond to capture a unique space in the minds of consumers and achieve success for brands in the cross-cultural intersections of a new economy.
Unlocking Purchase Power Across Ethnicities and Generations Through the Accurate Portrayal of Women and Girls [REPORT]
Regardless of country, gender, race, ethnicity or generation, consumers perceive gender inequality as one of the moreurgent global issues of our time. While 94% of consumers around the world believe that achieving gender equality holds personal importance to them1 and 81% have a hopeful outlook on gender equality, the negative impacts of gender inequality continue to reverberate around the globe.
The Multicultural dilema
I asked ChatGPT 4.0 to define Culture and here is what the A.I. Gods say about culture: Culture refers to the shared beliefs, values, customs, behaviors, and artifacts that a group of people use to interpret their world and interact with others. It encompasses language, traditions, social norms, art, music, food, and rituals, shaping how individuals identify themselves and relate to their community. Culture influences people’s worldview, communication, and behavior, often passed down through generations. By Xavier Mantilla
Why Joining the Pro-Voting Movement is Good for Your Business
Voter turnout in the 2018 midterm elections was the highest of any midterm election in the last century. One of the contributing factors? Vast numbers of companies encouraged both their employees and consumers to show up and vote. Fast-forward to the strange times we are living in, and a much larger election: how is your company or agency approaching the topic of voting when it comes to your employees and/or consumers?
the year of impact 2025 MEDIA TRENDS [REPORT]
Media is increasingly driven by sophisticated algorithms, becoming 100% addressable, 100% shoppable, and 100% accountable. For 15 years, dentsu's annual media trends report has been the industry's most sought-after trend forecast. Download the 2025 edition to prepare for the many opportunities to drive impact in the algorithmic era.
