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
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.
Kids Juggle media too.
Creating media while consuming it.
US consumers are media omnivores, right down to the youngest members of the herd.
Influential Hispanic Consumers spend time sharing views online.
The most influential Hispanic consumers use the Internet to share their views about products and brands as well as to connect with friends and family, according to a study released by Burson-Marsteller. The study focused on the way these Hispanic opinion leaders, dubbed the Hispanic-fluentials, communicate online and offline. The survey is part of Burson-Marsteller’s e-fluentials series of studies examining the habits of the most influential online consumers.
Who ultimately manages the brand?
A few years ago while attending a Hispanic marketing conference, I stated during a Q&A session that a brand manager or director should never relinquish his or her stewardship of the brand to the brand’s Hispanic media agency. Later that day at the same conference, a prominent Hispanic media executive (from a well-known Hispanic agency that has recently seen some hard times) responded by saying that “that brand manager should look for a new Hispanic agency.”
