Marketing

HispanicAd.com has an open invitation to members of our industry that wish to submit commentary with observations on the state of Hispanic advertising during this new normal. In his most recent contribution to HispanicAd.com, Louis Maldonado, partner and Managing Director of d expósito & Partners, a leading communications firm in the ad industry, offers an opinion piece on COVID-19 and its impact on the U.S. Hispanic market.  His commentary offers advice on how brands should behave with regard to the U.S. Hispanic market during this global pandemic, framed within the context of “Love in the Time of Cholera,” by Nobel Laureate, Gabriel García Márquez, for added relevance to today’s times. 

No one knows what the next few months will bring. Right now, much of what we once took for granted seems uncertain. But whatever happens in the months ahead, there will come a time of improved stability and recovery to a new normal. And because brands are built over the long-term, marketers will need to plan for when people can once again travel, shop and congregate without fear.  by Nigel Hollis

Believe it or not, consumers are streaming even more content. The “Rona”—as the novel coronavirus (COVID-19) has been deemed by Black Twitter—has forced many of us indoors for extended periods of time. And that means more time with our TVs and connected devices, particularly with streaming services.

As the pandemic spreads, so do the economic implications. Here’s what’s happening

The coronavirus has officially changed how we live, work and interact with each other and with the companies that provide our goods and services. As companies focus first and foremost on caring for their employees and customers, a second priority will be learning how to navigate the uncertainty that surrounds this pandemic.

Staying put is what’s best for reducing the spread of the coronavirus (COVID-19), but home-bound consumers are having an immediate impact on brands. The pull-back on advertising spend will cut expenses in the short term but will affect a brand’s resilience. How can businesses support their brands and make money in such uncharted waters?

As the health and economic effects of the coronavirus spread, corporate marketing leaders must grapple with new or intensified challenges each day among their customers, employees and partner firms.

As the novel coronavirus (COVID-19) continues to disrupt industries and businesses around the world, the consumer packaged goods (CPG) industry is operating in uncharted territory. Amid widespread health concerns, federal travel restrictions and local movement limitations, the industry is facing the greatest, and fastest change in shopping behavior ever.

As the number of global coronavirus cases increases and stricter social distancing and lockdown regulations are put into place, brands continue to ask whether they should continue to advertise. Previously, we said that for most brands, spending behind the right creative will put the brand in a stronger position post-crisis than brands that don’t spend. New research adds the voice of the people: they don’t expect brands to stop advertising and are responding to ads in a very similar way to before the crisis.  by Daren Poole- Global Head of Creative / Kantar

As more Americans opt to stay home amid growing concerns about the spread of the novel coronavirus (COVID-19), media consumption is, unsurprisingly, peaking. Yet amid the various media options consumers have to choose from, including streaming platforms and connected TVs, a recent Nielsen survey found that 83% of consumers say they’re listening to as much or more radio as they were before the pandemic.

The ANA announced it has formed a new working community of top CMOs dedicated to helping the marketing community manage the ongoing global crisis posed by the coronavirus pandemic.

It has been 16 years since Facebook’s founding and Google’s IPO in 2004. Marketing, media, and creative players rushed in to master the new digital and social innovations across all viewing platforms. Complexity replaced simplicity and has grown without bounds. Excess complexity is a disaster. It’s time to eliminate it.

Many industry sectors may decrease marketing and advertising spending this year as a result of slower sales and profits. MAGNA expects the impact on revenues to be severe for the Travel and Restaurant industries, moderate for Retail and Automotive, mild for Consumer PackagedGoods (CPG/FMCG) and potentially positive for Ecommerce and Home Entertainment (SVOD).

New CMO Council Research Finds Marketers Lacking On-demand Data Insights to Adapt, Adjust and Make Tactical and Strategic Marketing Recovery Moves

New research from Comscore shows how in-home data usage has jumped as millions more people work from home and at least 70 percent of American schools have shut down amid the COVID-19 pandemic.

It’s incumbent upon corporations to clarify the identity behind their brands — and marketers and communicators together must play a vital role

While solutions exist, myriad problems continue to erode the trust between clients and their agencies

IThe current crisis is a far cry from the Great Recession but there are things we have learned that are applicable when trying to figure out how to protect brands, businesses and livelihoods. In this post I have listed a few things that brands should do during the crisis and which will help preserve the brand’s standing for the longer-term..  by Nigel Hollis

Total marketing communications and advertising investments will decline more than $50 billion annually between 2019 and 2025, from $589.8 billion to $538.3 billion, according to The Myers Report’s new Marketing & Media Economic Data and Forecast 2000–2025. Yet advertising’s share will grow a projected 7.9%, from $214.5 billion in 2019 to $231.4 billion in 2025.

In recent weeks, there has been some talk about an economic recession. When it comes is still anybody’s guess, but another business slowdown is inevitable. It would be the first since the “great recession” ended more than ten years ago. Often times when a recession happens, businesses, fearful of declining revenue, begin to cut back in various areas, including their ad spending.  By Brad Adgate