Marketing

HispanicAd in partnership with The Culture Marketing Council: The Voice of Hispanic Marketing has announced the jury for the 2020 Culture Account Planning Excelencia (CAPE) awards, the only award of its kind that honors multicultural account planning, the strategic bedrock of any successful marketing campaign. Winners will showcase their campaigns during a special CAPE session at the CMC Annual Summit on Tuesday, April 28, 2020 at The Westin New York at Times Square in New York City, NY.

A couple of weeks ago I asked if there was a flaw in Burger King’s promotion strategy. Neil Hopkins replied and then queried the statement that I had made about “growth comes from increasing penetration”, citing evidence from GFK that challenges that assertion. So, is penetration gain the only way to grow your brand?  by Nigel Hollis

The Culture Marketing Council: The Voice of Hispanic Market (CMC) announced today that Nestlé USA is the winner of the 2020 CMC Marketer of the Year Award. Nestlé joins a prestigious short list of elite brands that have received the award, including AARP, Ford, McDonald’s, Sprint, State Farm, Toyota and Walmart. Alicia Enciso, CMO, Nestlé USA will accept the award and will discuss Nestlé’s efforts and commitment to their multicultural audience at CMC’s 2020 Annual Summit. The session will take place on Wednesday, April 29 at the Westin Times Square in New York City.

Why is this happening?  Because the new direct-to-consumer business model is based on the concept that its entire supply chain is increasingly available “as a service.”  Every aspect can be rented/leased. The result? Greater brand agility, more innovation by publishers, and more engaging, personalized consumer experiences—online and off—with “emerging tech” elevating the digital shopping experiences.  In fact, digital data output will triple from 2019 – 2025, powering demand for and availability of personalized services, products, content, and marketing.

It’s one of advertising’s most delicate balancing acts: to create a global campaign while retaining maximum local impact.

This podcast delves into the significance of Latin X, underserved yet influential consumers within the Hispanic market who drive significant revenue and advocacy for brands. We explore key differences in individualistic and collectivist cultures, how Hispanic immigrants adapt to the American ethos, and what it all means to marketers trying to touch today’s new mainstream: multicultural consumers.

What a strange business we’re in. On the one hand, we talk a lot about the need for consistency in relationships — about the need to truly understand the client’s business and the importance of our work being acknowledged and respected in the advertiser’s boardroom. And on the other, we celebrate pitches as if we were involved in a sporting event.

It’s time to break repetitive cycles of lackluster innovation management. Companies are spending excessive amounts of capital supporting weak products, and it’s clear that consumer packaged goods (CPG) companies need better insight into what successful innovations look like before thinking about supporting them with millions in marketing support. Realistic expectations and effective evaluation are keys to this process. Companies must acknowledge that not every innovation is going to be their biggest bet, and that it’s often not worthwhile to borrow resources from elsewhere simply to support what’s new. Wouldn’t you rather put your dollars toward more meaningful innovations?

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

• It happens again and again.
• Regardless of the number of weeks or months an agency is given to prepare a presentation for a pitch or RFP, the last stretch will involve sleepless nights, lost weekends, exhaustion and nervous breakdowns.
• Even if the entire payroll of said agency is assigned to the project with ample time to react, the outcome will be the same.
• The very definition of a paradox: the more staff one adds to complete a certain task, the longer it takes to be fulfilled.
• Pathological procrastination?

As the marketing technology landscape continues to grow and new vendors, services, and solutions providers expand the ability of CMO’s to drive growth through the increased performance of their marketing efforts, today’s marketers demand a trusted resource to better understand the myriad of terminology associated with increasingly complex tech stacks. Intended to aid this effort, the ANA’s Data and Technology Practice has curated a collection of marketing data and technology terminology citing publicly published definitions from industry leading data, MarTech, and AdTech companies and trade organizations.

The Federal Trade Commission has released a new publication for online influencers that lays out the agency’s rules of the road for when and how influencers must disclose sponsorships to their followers.

American families and small businesses are rightfully skeptical of traditional advertising, which is clearly designed to persuade or manipulate us. In an effort to make advertising appear more authentic, companies are increasingly pouring marketing dollars into social media influencers: the individuals who promote products, services, and brands to those who follow them online.

Insights from a new CMO study of more than 400 marketing organizations across the globe illuminate how top CMOs and companies are organizing and operationalizing their marketing functions to succeed in today’s disruptive business climate while providing a roadmap for critical planning and decision-making needed to ready and evolve modern marketing organizations for the future.

We hear a lot in the news these days about how big companies are both challenged by and responding to the threat from start-ups. In many cases, start-ups are lauded as more consumer-focused and agile. As a result, big companies have set up small units designed to mimic the start-up model, but is this truly a recipe for success?   by Phil Sutcliffe – UK Board Director / Kantar

Even though Hispanics over-index on the usage of many products and services, and even though they demonstrate higher Lifetime Value, the market does not command marketing shares of budget commensurate to its share of the population.  US Hispanic ad spend is at 6% of the total US ad spend, while comprising 20% of the market and even more across key demographics.  Why is that?

The ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) released key findings from its second Cultural Insights Impact Measure™ (CIIM™) study, its first-ever focusing on how the role of culture impacts audience’s view of television programming. Learnings demonstrated that greater cultural relevancy drives +19% higher net likeability for shows; the CIIM™ score is 27 points higher for Hispanics in endemic (networks with 85%+ multicultural audiences) vs. non-endemic networks (networks targeting all segments).

It’s no secret that marketing has undergone a massive transformation in recent years. Digital channels now capture over half of all advertising spending in the U.S. Understanding that marketing has changed doesn’t mean you know how to navigate the new landscape or what others in the field are doing to keep up.

I really wonder about the long-term effectiveness of Burger King’s promotions, including the famous Whopper Detour promotion. I don’t care that Detour won the Titanium Grand Prix at Cannes, I cannot help but feel that this sort of marketing is a recipe for weakness, not strength.  by Nigel Hollis

Amidst a decline in CMO tenure, companies weigh promoting from within or hiring from outside the organization

Direct-to-consumer (DTC) and startup brands have been eating away at the margins of long-established legacy brands for years. From belts to booze to Keto snacks, no industry sector is safe from the onslaught, which is just beginning.