It’s no secret that all Hispanics are not alike. Hailing from 24 Latin American countries, Hispanics are making a diverse and indelible mark on the U.S. landscape. From music to food, they have infused customs and traditions into the American mainstream. But mainstream marketing to this diverse group is a recipe for failure. New fusion analyses now go beyond traditional age/sex demographics to provide a more accurate method of target marketing. Advertisers cannot reach their goals without winning the Hispanic consumer. By: Ceril Shagrin, Executive Vice President Corporate Research Division, Univision Communications Inc. and Howard Shimmel, SVP, Client Insights, Nielsen Connections.
Agency
Macy’s Spring Brand campaign premieres a Spanish-Language Version.
Macy’s announced the continuation of its star-studded advertising campaign that highlights the retailer’s talented and well-known family of fashion and home designers. This season, two new spots feature both returning favorites and fresh faces to the cast and will aim to reach broader audiences with a Spanish-language version.
Never bet against Raul Alarcon Jr.
Much has been said and written over the last few days about SBS and Raul. Headlines predicting the demise of SBS are written by those who do not know him, or his management style. There have always been rumblings, but last week an equity firm out of Chicago, decided to call Raul out publicly. Discovery Group thinks they know what Raul needs to make SBS create more shareholder value. Before they speak out again, they should take a closer look at what Raul is building. By Jose Cancela is Principal of Hispanic USA.
Seven Survival Tactics for Independent Marketing.
Financial services brands under a cloud, real estate in freefall, global stock market volatility. The companies and brands making the international headlines may be the giants, but chaotic economic times hit smaller independent advertising and marketing communications agencies just as hard. In fact, according to some experts, smaller businesses, such as independents, are especially vulnerable.
67% view Traditional Journalism as ‘Out of Touch’.
Internet is the top source of news for nearly half of Americans; Survey finds two-thirds dissatisfied with the quality of journalism.
At H&R Block ‘Estamos Contigo’.
H&R Block is looking for clients who speak Spanish—and Chicago-based advertising agency Lápiz is helping to bring them onboard through a new ad campaign that reinforces the tax company’s position as the expert and advocate for the Hispanic taxpayers.
State Farm Insurance and Alma DDB release national campaign.
Intersections is the title of the new advertising campaign that Alma DDB created for State Farm Insurance. The campaign was launched on March 17th in a multitude of Media. Alma DDB was responsible for the development in the Hispanic market nationwide.
Volvo Rents drives Hispanic focus.
Volvo Rents, a division of Volvo Construction Equipment, announced that Frank Lopez, former president and CEO of the U.S. Hispanic Chamber of Commerce Foundation (USHCC), has been retained by Volvo Rents to oversee the company’s Hispanic franchise business development strategy in the U.S.
Agency philosophy and its impact on planning and buying in the US Hispanic Market.
Clients and agencies have entrusted the planning & buying of Hispanic media to planners and buyers that do not consume the media, spend time with the media and do not visit the key US Hispanic Markets where the media serve the US Hispanic Consumer, (this approach is so unsophisticated I might add, maybe the agency folks are too cheap to educate their planning and buying teams with local knowledge. It is like me saying I know Italy, since I frequently have dinner in the Little Italy section in New York).
DDB returns as global agency partner of Portfolio Night.
For the second consecutive year Alma DDB in collaboration with DDB Worldwide is partnering with ihaveanidea, advertising’s intellectual archive, to stage Portfolio Night, the ad industry’s only global portfolio review and recruitment event.
More U.S. Consumers would give up ‘Convenience Packaging’ to Help Environment.
Research from The Nielsen Company shows that more than half of U.S. consumers would give up all forms of packaging provided for convenience purposes if it would benefit the environment, including: packaging designed for easy stacking/storing at home (58 percent); packaging that can be used for cooking, or doubling as a re-sealable container (55 percent); and packaging designed for easy transport (53 percent). U.S. consumers are slightly more likely to give up packaging for convenience purposes than the average global consumer.
