Agency

It takes more than walking the walk and talking the talk (a very old adage) to master the multicultural markets. Instead, mass-market agencies should taste the street and get the true flavor on how to connect with multicultural consumers. Before marketing to them, they need to discover how multicultural (and specifically ethnic) consumers live; where they work; how they consume information; how they make purchases; how they interact; and how they experience their slice of America. Posted by Bill Imada on the AdAge.com ‘Big Tent Blog’.

Recently, I was asked to give a presentation on the “New World Order” for advertisers and media owners. What a daunting challenge.

New means it’s fresh, different and up to date. Order means there are things in their place; logical and systematic. World means wide scale, outside the boundaries and all inclusive and embracing.

It sounds utopian, with lambs gamboling across Elysian Fields with bucolic joy. It’s just wonderful, and it’s perfection.

But it’s not a reality; a new world order is a pipe dream.

Emilio Nicolas, Sr. will receive Mexico’s highest honor awarded a Mexican citizen living abroad.

You know you have a great product, the price is right, and you’ve spent a bundle on a barrage of slick, witty advertisements. Yet sales are slack, so your ship sinks while your competitors sail away on surging revenues. If this sad tale sounds familiar, you may have neglected the most critical aspect of your marketing plan – targeting.

Latin Business Magazine, the bi-monthly trade publication serving the Latino business community in the U.S.A, presented its Latin Spirit Award to Daisy Expósito-Ulla, Chairman/Partner of dexpósito & Partners.

New research indicates that spending on social media and conversational marketing will outpace that of traditional marketing by 2012, according to a study conducted by TWI Surveys, Inc. on behalf of the Society for New Communications Research and thought leader, Joseph Jaffe. This and many other significant findings are featured in Joseph Jaffe’s new book, Join the Conversation, which became available today, published by John Wiley & Sons.

Houston-based López Negrete Communications was selected as Hispanic AOR (includes national and local Hispanic media planning and buying) for NBC Universal Pictures Group after a review process.
López Negrete is handling both the Theatrical Release business as well as the Home Entertainment (DVD) portion of the business.

Coors Brewing Company has unveiled the 2007 Lideres campaign which recognizes and honors the work of Hispanic leaders. The Lideres campaign, launched in 2006, celebrates and supports leadership within the Hispanic community through print advertising that showcases national and local Hispanic leaders.

The sense of family in the Latino community is so strong academics have coined a term for it: familismo. But for Latinos, family includes the village, the community at large. Dr. Garth Graham, a physician who heads the Office of Minority Health (OMH) at the U.S. Department of Health and Human Services, thinks that the idea of familismo or la familia primero (family first) is a key factor, together with the community, for helping Latinos in their fight against HIV/AIDS.

On October 15th more than one thousand organizations in over 300 cities across the nation, including Puerto Rico and the U.S. Virgin Islands, came together to promote HIV testing and prevention initiatives in recognition of National Latino AIDS Awareness Day (NLAAD), a nationwide community mobilization campaign seeking to raise the visibility of HIV/AIDS within the Latino communities.