Agency

In my previous post (AdAge.com blog The Big Tent), I discussed the danger to clients of the mainstream agency’s Hispanic-acquisition practice of “poach the junior talent at Hispanic shops by promoting them beyond their capabilities.” Catchy, isn’t it? The point was that the same individual who a client might not have invited to planning meetings, for example, the next day might be in charge of that very planning.

A related practice exists in the client ranks and it is equally dangerous and even more pervasive in the industry. The practice is that of the Professional Hispanic vs. the Hispanic Professional.

San Antonio-based advertising agency Creative Civilization has been selected to help lead marketing development for VIA’s new Bus Rapid Transit (BRT) system. VIA, San Antonio’s public transit provider, selected Creative Civilization through a formal review process based on the agency’s marketing and advertising expertise and success with other local, regional and national organizations.

Burger King Corp. announced it has launched a marketing campaign highlighting its diversity and inclusion initiatives nationwide. The “Real People, Real Success” campaign shines the spotlight on BKC’s diverse employees, suppliers and franchisees.

Castells has wrapped production for Time Warner Cable’s new, edgy Hispanic campaign entitled “Soccer”. The multimedia campaign promoted TWC’s revolutionary new calling plan that offers virtually unlimited international long distance calling for one low monthly price with the purchase of Digital Phone service and Road Runner High Speed Online or Digital Cable.

IMMI research shows the importance of gathering and interpreting data from multiple platforms to get an accurate read on advertising reach. Looking at radio or television in isolation does not give advertisers a true sense of their campaign’s performance.

After Laura Marella and Linda de Jesus-Cutler join Global Hue, Tracey Decker joins the team at Global Hue as Executive VP Media Director.

Even in the digital age, reading tops the list.

US consumers say their favorite leisure activities are reading, watching TV and spending time with friends and family, according to The Harris Poll.

In 2008, we look for stronger U.S. ad growth because of above-average extra demand. In the opening quarter of the year the super Bowl, which is a highly desired advertising vehicle, should post revenues above last year’s level; the new schedule of the political primaries will probably help to keep the prices up for most months in the first half of next year; the Beijing summer olympics should lead to extra spending for special olympic promotion tie-ins during the summer quarter; and by early fall, election advertising will pick up significantly to help lift ad demand in many media during most of the second half of 2008.

Sección Amarilla USA (SAUSA) awarded its advertising responsibilities to The Group and its media partner, The Integrated Media Group. The month long review included not only THE GROUP but also known South Florida agencies Alma DDB and La Comunidad.