Agency

Advertising to children has been a marketing plan staple for many food companies since the advent of television. Even as adults, many of us can still recall signature advertisements, from the “Tony the Tiger” and “Trix Rabbit” campaigns to “Punchy”, the combustible Hawaiian Punch character. Indeed, some brands have historically devoted up to 50% of their media budgets to ads targeting children.

As the media environment becomes increasingly complex and rooted in the digital space, the existing marketing agenda and capabilities need to be re-tooled and marketing organizations, agencies and media companies are having to change at an unprecedented pace. A new cross industry study details how marketers and their agencies must change as the convergence of media and technology, combined with the fragmentation and personalization of media, changes the connection between marketers and end users.

I recently read ‘Why Can’t Hispanic TV Be as Good as Hispanic Advertising?’ a post on AdAge.com’s ‘The Big Tent’ blog by Laura Martinez on October 10, 2007.

Ms. Martinez states the following regarding Spanish-Language television, “We now have more of nothing to watch. Or rather, there are now more Spanish-language “choices” serving me — and my people — with the same crap we are used to: dating contests, gossip and paparazzi shows, court fights, reality TV, wrestling and, of course, lots and lots of T&A. In a nutshell: the exact same things I grew up watching on Mexican TV, now expanded and proudly ‘Made in the USA’.”

Project Apollo pilot data indicates that marketers can identify consumer groups whose sensitivity to price depends on their exposure to advertising. This is the latest in a series of marketing case studies developed from Project Apollo, by Arbitron, Inc. and The Nielsen Company.

WFA has published, in conjunction with the French Advertiser Association (UDA), a study on the importance of advertising for the economy. The study is an important contribution to our understanding of the role of advertising in a modern, dynamic economy.

The birth of a new Hispanic agency is about to be announced in the next couple of weeks. Headed by creative director Paco Olavarrieta, account man José E. Arandia and marketer Manuel Wernicky, the agency will have a link to medium size conglomerates of MDC Partners.

The durability and versatility of Reynolds Wrap Aluminum Foil will be highlighted in television and radio ads that begin airing this week. The new creative will be seen in the United States, Puerto Rico, Mexico and Panama.

The National Hispanic Corporate Council (NHCC) announced the findings of a survey conducted with its Fortune 1000 member companies between April and July, 2007. Nearly one third of its members participated, providing in depth insight into their best-in-class practices.

NBC Universal is acquiring Oxygen Media, one of the nation’s leading female-focused cable television networks, thus expanding its highly successful cable portfolio. The announcement was made today by Jeff Zucker, President and CEO, NBC Universal.

The Oxygen purchase will be substantially self-funded through the sale of non-core assets. NBC Universal is selling its two independent Telemundo television stations: KWHY in Los Angeles, one of its two Spanish-language stations in that city, and WKAQ in Puerto Rico.

Vertis Communications announced the results of its proprietary Customer Focus OPINIONES survey, which found that while 78 percent of all Hispanics in the U.S. have a positive perception of private label store brands, only 61 percent of those speaking only Spanish at home maintain a similar outlook. Conversely, 88 percent of Hispanics who speak English at home have a positive outlook on private label brands.

The unbiased opinion is trusted around the globe.

There are more marketing channels aimed at consumers than ever. Yet more than three-quarters of consumers surveyed worldwide find that consumer opinions are the most effective form of advertising, according to a Nielsen study.

World Marketing Group (WMG), the media management group for Hyundai Motor America (HMA) and Kia Motors America (KMA), announced it will conduct a review process for its media agency of record.

To be successful in any business, you must be able to forge new relationships while maintaining old ones. Benjamin Lewis, a public relations professional and president of Perception, Inc. in Gaithersburg, MD, has authored Perfecting The Pitch: Creating Publicity Through Media Rapport (Larstan Publishing 2007) to help professionals and entrepreneurs better understand how to establish valuable rapport with the media.

No demographic presents more challenges—and more untapped opportunities—to broadcasters than 17- to 28-year-olds.

Bromley Communications has appointed Oscar Saucedo, to the post of Vice President, Director of Business Development.

Valencia, Pérez & Echeveste (VPE) announced the appointment of Maricela Cueva to the position of Vice President, Social Marketing.