Marketing
The Future-Ready Agency: How to Achieve Long-Term Success
According to a 2024 Setup survey, over 50 percent of brands are likely to change their primary agency this year — a 17 percent increase from 2023. This statistic underscores the growing complexity and competitiveness of the agency landscape.
Advertising Community Celebrates the Pioneers of Change at the 7th Advancing Diversity Hall of Honors Event
The advertising industry is gathering for a significant celebration of diversity, equity, inclusion, and belonging (DEIB) at the upcoming 7th Advancing Diversity Hall of Honors Event. Gilbert Davila Lisette Arsuaga and Carlos Santiago from AIMM / Alliance for Inclusive and Multicultural Marketing were honored. Felicidades.
Decoding Compensation Models and Implementing the Right Model [REPORT]
This joint initiative from the ANA and the 4A's, developed by a task force of ANA and 4A's members, is an executive-level guide that details various compensation models that focus on better outcomes for both marketers and their agencies. The primary objective is to establish a robust framework that benefits marketers and agencies, raise awareness about the available choices of compensation methods, and empower stakeholders to make well-informed decisions.
HMC TO ADVERTISING & MARKETING EXECUTIVES: STOP LATINO COATING
In today’s competitive marketplace, CMOs face immense pressure to achieve growth. Proper investment and authentic engagement with U.S. Latinos, who are influencing mainstream culture and fueling demographic shifts is the clear answer. The Hispanic Marketing Council (HMC) unveiled a new campaign at its 2024 Annual Summit calling on the advertising and marketing industries to “Stop Latino Coating.” The resounding message? Give Hispanic marketing the weight it deserves, connect authentically or kiss your careers goodbye—#STOPLATINOCOATING.
THE HISPANIC MARKETING COUNCIL ANNOUNCED THE WINNERS OF THE 2024 HMC STRATEGIC EXCELLENCE AWARDS
The Hispanic Marketing Council (HMC) announced the winners of the 2024 HMC Strategic Excellence Awards Powered at its annual summit in New York City. After a record-breaking year—both in quality and quantity of entries—a total of nine Gold, five Silver and 13 Bronze awards were given to 16 US-based agencies representing 27 campaigns in nine categories.
We’re ready for a return to Reach and Frequency
Reach and Frequency is important. Perhaps more important than it’s ever been.
Effective advertising requires more than originality
I believe originality is an important quality of effective advertising, but originality must do more than earn people's attention. That is not just my opinion. A meta-analysis of 67 academic papers comes to the same conclusion. By Nigel Hollis
HMC honors PEPSI with The 2024 Marketer of The Year Award
The Hispanic Marketing Council (HMC) announced today that Pepsi is the winner of the 2024 HMC Marketer of the Year Award, joining an elite list of organizations that have received the award since its inception in 2014, including AARP, Ford, Kellogg’s, McDonald’s, Molson Coors, Nestlé, Sprint, State Farm, Toyota and Walmart. The award will be accepted by Esperanza Teasdale, VP & General Manager, Hispanic Business Unit, PepsiCo Beverages North America at HMC’s 2024 Annual Summit on April 11 in New York City who will discuss how leading with cultural acumen, fostering Hispanic creativity and leveraging the right insights and partnerships has led to brand growth and a loyal base of aficionados.
Diverse Teams Can Transform Market Research: Authentic Insights Ahead [PODCAST]
In this episode of The New Mainstream podcast, Kai Fuentes, President and CEO of Ebony Marketing Systems, discusses how the market research industry can benefit from intentionally cultivating and championing diversity and inclusion.
MEL tilts El Tiempo Latino 2.7 degrees to advocate for action against climate change among U.S. Latinos
El Tiempo Latino and MEL have united to launch an advocacy platform named Tiempo de Acción. The inaugural focus of this initiative is climate change, aiming to shed light on how this global crisis disproportionately affects Latino populations across the United States.
Marketing procurement seeks better, smarter metrics in 2024 [REPORT]
WFA research shows that teams are looking at creative and production as well as media in their bid to identify savings for 2024. Many company target setters fail to understand marketing, increasing barriers between procurement, marketing and the rest of the organization.
Inclusive Trends for 2024
When we look for trends to watch in any given year, it helps to think of them in the context of mega-trends – long-term cultural questions that don’t resolve one way or the other. These are topics like whether brands should take stands on cultural or political issues, how increasing consumer savviness conflicts with motivated ignorance, or how the ability to target increasingly fine-tuned groups of people exists in a world where any statement or campaign is accessible to the entire population. The trends of 2024 are variations on these larger themes. By Russ Gottwald, Associate Strategy Director - PACO Collective
An Olympic-Sized Opportunity for Brands
The Paris 2024 Olympic and Paralympic Games offer opportunities for brands to connect with global audiences
The Impact of CORRIDOS on Culture [REPORT]
With instruments and lyrics inspired by Mexican culture, Mexican Corridos are a beloved musical format attracting enthusiasts and newcomers to today's genre-blending collaborations. To better understand the impact of Corridos on culture, we partnered with Orci Advertising for an in-depth study examining what's driving the evolution of this revolutionary genre. Learn more about this dominant force in music and pop culture
Digital Momentum leads MAGNA to Raise 2024 Advertising Market Forecast to +9%
Vincent Létang, EVP Global Market Intelligence and author of the report, said: “Several factors led MAGNA to increase its US ad market growth forecast. That includes an improved macro-economic outlook with GDP growth raised from 1.7% to 2.4% in the last few months, the momentum of digital media formats: social media, retail media, and streaming. The latter is driven by a strong expansion in the reach and marketing opportunities offered by ad-supported streaming. That leads MAGNA to raise the non-cyclical growth forecast to +6.7%. We are slightly reducing the forecast for cyclical spending (due to a slowdown in political fund-raising) but, overall, we now expect total media owner ad sales to grow by +9.2% this year (compared to +8.4% in our previous update) to reach $369 billion.”
2024 ANA LGBTQ+ Marketing Inclusion Survey Unveils Transformative Insights
The 2024 ANA LGBTQ+ Marketing Inclusion Survey offers a comprehensive view into the state of LGBTQ+ inclusion in advertising. With 55 percent of advertisers engaging in LGBTQ+-inclusive marketing, the survey and report highlight a significant shift towards inclusivity. This approach has led to a 97 percent acknowledgment among advertisers of the positive impact inclusivity has on brand perception. However, the journey to fully inclusive advertising faces challenges. Navigating brand-safe environments and addressing consumer resistance are notable concerns.
ORTEGA Beauty Brand launches
Etienne Ortega, the renowned makeup artist behind celebrities including Lana Del Rey and Christina Aguilera, launched his own beauty brand, ORTEGA. The brand is inspired by Etienne’s signature lip contouring techniques and is formulated with ingredients from his native Mexico, including Blue Agave.
Hyundai Wins Best Multicultural Marketing Award for “Cautionary Tales”
Hyundai and its U.S. Hispanic marketing agency, Lopez Negrete Communications, proudly announce the prestigious recognition of Best Multicultural Campaign award by MediaPost for their Hispanic IONIQ 5 and IONIQ 6 campaign, "Cautionary Tales" or “Viejos Cuentos”. The 2023 campaign focused on dispelling myths surrounding electric vehicles within the Hispanic community, challenging common misconceptions about EV accessibility, range, performance, and maintenance, with relatable and culturally sensitive family old tales.
MEDIA GROWS MARKETS
MARKET is the most important part of marketing. We operate and compete in markets. The consumers, customers, or clients we serve purchase goods and services in markets. And market is part of everyday language. Supermarket. Job Market. Stock market. Bear market. Bull market. Market basket. Market share. Farmers market. Media market. By Marc S. Pritchard - Chief Brand Officer at Procter & Gamble
HMC ANNOUNCES SHORTLIST FOR THE 2024 HMC STRATEGIC EXCELLENCE AWARDS
After a record year with over 20% growth in total entries, the Hispanic Marketing Council (HMC) announced the short list for the Strategic Excellence Awards Powered, the only award competition of its kind recognizing strategic excellence in Hispanic marketing and advertising and cultural fluency.
