Industry

Team Global vs Team Local

• A few days back I elaborated on a service we provide in the ad biz called “transcreation”.
• When simply translating an ad campaign is not enough or not advisable.
• Sometimes the need presents itself to culturally localize a campaign because it was created with strategic insights &/or creative premises &/or executional decisions that might sound foreign or be misconstrued by a certain target audience.  By Gonzalo López Martí - Creative Directo

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.

Back To The Office Study: Marketers, Agencies And Average Americans Now Have Similar Commuting Habits

Marketers and media agencies are increasing their commutes and spending more days at the office, according to a brand new Advertiser Perceptions study of 305 media agencies and brands commissioned by the Cumulus Media | Westwood One Audio Active Group®. Interviews took place October 1-4, 2024 and the results were compared to previous conducted in April 2022, October 2022, April 2023, October 2023, and April 2024.

The cost of Housing in America

But the cost of living is putting serious pressure on their dreams of buying a home, or even staying where they are. And it’s not just renters who feel this. Homeowners often share with me how fortunate they were with their timing, knowing the current prices and rates make it hard for new buyers.

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.

Kei Out, Santaella Upped As Rodriguez Becomes Interim MediaCo CEO

The publicly traded company that controls Estrella Media‘s radio and TV properties and is the owner of WQHT “Hot 97” and WBLS in New York has a new Chief Operating Officer as Albert Rodriguez has assumed interim Chief Executive Officer duties, a SEC filing reveals.

2024 Top Agencies in the World by Revenue

Agency Mania Solutions have released their 2024 edition of the Top 15 Agencies in the World.

The importance of reaching out to Hispanics to get out to vote.

  Kathy Whitlock, VP Strategy & Insights interviewed Teri Arvesu, SVP of Social Impact and Sustainability at TelevisaUnivision to talk about the importance of reaching out to Hispanics to get out to vote.

Flipping the script: Working men disrupt gender constructs [REPORT]

Many organizations have invested in making work better for women, yet gaps continue to persist. But according to research1 from Deloitte's DEI Institute™, today's corporate environment doesn't fully support working men in achieving success on their terms either. Fortunately, disrupting gender constructs at work can not only help determine the true wants and needs of workers, but the barriers in the way.

#Transcreation #MAGA #AI

We LOVE a portmanteau in the corporate world.  By Gonzalo López Martí - Creative Director

2024 Work Relationship Index Expectations of work have changed  [REPORT]

The modern workforce is made up of billions of people, each of whom has a specialized and unique relationship with work. But work is not really working right now. While leaders and employees’ expectations for work have continued to change, work itself has not. Over the past year, the world’s workspaces, company culture, tools, and leadership styles have not yet evolved to keep pace with workers’ newfound needs. This year’s HP Work Relationship Index (WRI) uncovers that to improve the world’s relationship with work, our attention should be on the worker – a worker who wants to be treated as an individual, rather than simply as part of a collective workforce. Put simply: To improve society’s relationship with work, the future of work needs a fundamental shift.  This was a presentation at the 2024 Association of National Advertisers Master's in Marketing Conference

The Hispanic Association on Corporate Responsibility’s Annual Corporate Inclusion Index Report

The newly released 2024 HACR Corporate Inclusion Index™ (CII) Report reveals that American corporations still have significant strides to make in fully including Hispanics at all levels—from employment and corporate boards to supplier partnerships and philanthropic contributions. The report aggregated data from 84 participating corporations, mostly Fortune 500 companies.

Cultura Decoded: Redefining Hispanic Heritage [REPORT]

Hispanic Heritage Month may have ended, but the power and influence of the Hispanic community continue to shape our culture. I'm excited to share with you our latest report, where we analyzed 400K digital conversations from the Hispanic community, to explore evolving perceptions of cultural heritage. The study reveals how heritage is deeply intertwined with identity, connection, and resilience, far beyond just food and music.

The Advertising Media Spend – H1 2024 [REPORT]

According to Nielsen’s 2024 Annual Marketing Report, 72% of global marketers expect their advertising budgets to increase in the year ahead. But more media spend means more competition in an already competitive media landscape where consumers are accessing more media, across more platforms than ever before.

Hispanic/Latino Americans Turn to Nontraditional Health Information Sources, More Than Any Other Racial Group [REPORT]

Findings from a new national survey of 2,530 Americans conducted by M Booth Health reveals the outsize impact that nontraditional sources of health information have on the decisions of the largest racial/ethnic minority group in the United States. The data, available in a new report – Chosen Circles: How Hispanic/Latino Americans Navigate Health Decision-Making – show how, in the face of systemic barriers and a shortage of culturally relevant health information, Hispanic/Latino Americans are taking control of their health care decisions.

Must see TV

If you happen to be gainfully employed in a multiethnic workplace in the fields of entertainment, media, advertising, marketing, streaming and the like, trust me: you gotta see The Morning Show on Apple TV+.  By Gonzalo López Martí- Creative Director

Embracing Heritage: What It Truly Means to Be Hispanic in America

As Hispanic representation in the United States grows, it becomes increasingly important to understand this community's diverse experiences and values. According to Pew Research, 45% of Hispanics living in the U.S. are third-generation, making it crucial for brands and organizations to recognize the evolving identity of this vibrant audience. But what does being Hispanic mean to those who live it daily?   By Maria Lucia Parra - I am a Bicultural Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives as “one size does not fit all”.

Entravision Names Juan Navarro Chief Revenue Officer

Juan Navarro has been named Chief Revenue Officer of Entravision Communications, stepping up from his previous role as Executive Vice President of Local Sales.

2024 Deloitte Holiday Retail [REPORT]

There’s a notable shift toward experiences this season. Our ConsumerSignals data has shown over the last year and a half that consumers surveyed are favoring experiences over goods. The trend is coming through with holiday shoppers as well, as spending on experiences is expected to increase 16% this year.