Agency

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.

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).

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.

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.

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.”

Creating media while consuming it.

US consumers are media omnivores, right down to the youngest members of the herd.

The future growth of private label across the U.S. will depend on innovation and creativity, predicted Brian Sharoff, President, Private Label Manufacturers Association.

It’s been said that definition of insanity is doing the same thing over and over and expecting different results. With so many things shifting and converging in the Hispanic market, AHAA would be remiss to not take a good hard look at what we need to differently so that our industry gets the results it deserves. It’s time to hit CONTROL/ALT/DELETE and REBOOT FOR THE FUTURE!

Telemundo announced it has partnered with Pepsi to launch a special multi-platform promotion, in the form of a sweepstakes, for the Latin Billboard Awards in seven key Hispanic markets.

The promotion is in 11 major Hispanic markets where retailers will award consumers with custom-designed t-shirts and passes to screenings of the movie in advance of the general release on March 19th of Same Moon (La Misma Luna).