Agency

Alcohol industry “responsibility” advertisements comprised less than three percent of the nearly 1.5 million alcohol industry television advertisements that aired from 2001 to 2005, according to a new study released today by the Center on Alcohol Marketing and Youth (CAMY) at Georgetown University.

The report, titled DROWNED OUT: Alcohol Industry “Responsibility” Advertising on Television 2001-2005, analyzed the industry’s “responsibility” advertising because it is the largest source of such advertising.

The Radio Ad Lab is conducting a new series of research projects under the umbrella theme, “Radio and the Consumer’s Mind: How Radio Works.” The goal is to continue learning both how Radio advertising affects consumers differently and how it works synergistically with other forms of media.

The newest paper, “Engagement, Emotions, and the Power of Radio,” conducted by Gallup & Robinson, was designed to assess how well Radio ads can generate emotional responses and engage with consumers, compared to television ads. And it did so using advanced physiological methods that measure emotional responses in ways that don’t require verbal responses. The conclusion is that the emotional impact of Radio ads is equal to TV.

Terra Networks and V-me have formed a broad and innovative strategic partnership. In this unique alliance, two world-class media entities join forces for online sponsorship sales, shared content, cross-platform promotion, and the creation of packages targeting V-me’s quality Hispanic demographics.

The National Society of Hispanic MBAs will launch the premier issue of The Business Journal of Hispanic Research.

A tour of the five agency finalists in the review is in the works for Batanga executives to have a chemistry check between their team and the individual agency teams.

The agencies on the shortlist are:

How often do you get to sit down and think about the answer to the question, “what is a brand?” I’m relatively lucky because I get to sit and think about it almost everyday. I used to not be a believer in the power of brands, but I eventually changed my tune and feel they are indeed necessary to achieve lasting growth when you build a company, product or service. That being said, the last few years have seen a radical evolution in the way a brand is built and managed, almost to the point where the evolution of a brand is more of a revolution of the brand.

The Association of Hispanic Advertising Agencies (AHAA) will host its 23rd Semi-Annual Conference October 31-November 2, at the Crowne Plaza Hotel in New York. While it may seem a little spooky for the industry’s association to take this new, some might say terrifying, twist on the age-old question, “Is advertising dying?,” association leaders, conference organizers and Latino agencies are impassioned about the answer.

Laura Marella has resigned from her position as S.V.P. /Chief Growth Officer of Costa Mesa-based Casanova Pendrill. She has also resigned from her Board seat at the Association of HIspanic Advertising Agencies.

Ms. Marella has enjoyed a distinguished career in the US Hispanic market advertising Industry,. Her contributions to her agency and our Industry will continue to have a positive impact on our future.

Her future endeavors will allow her to contribute in the non-profit area providing help Hispanics take advantage of educational opportunities.

The Hispanic Association on Corporate Responsibility (HACR) unveils the findings of its 2007 Corporate Governance Study. The study measures Hispanic inclusion on the boards of Fortune 500 companies.

The top 100 U.S. advertisers last year increased ad spending by a modest 3.1% to a record $104.8 billion. But most of that growth came from “unmeasured” disciplines. In a troubling sign for traditional media, the marketing leaders increased measured media spending by just 0.6%, the smallest gain since the 2001 recession. Media measured by ad-tracking services — such as TV, print and some forms of internet advertising — accounted for 58.2% of these top marketers’ U.S. ad spending, down from 59.6% in 2005, according to Advertising Age’s 52nd annual 100 Leading National Advertisers report. By Bradley Johnson / Advertising Age.

Hector and Norma Orcí, Co-founders of La Agencia de Orcí & Asociados, have been selected by the New America Alliance (NAA) to receive The H. Frank Dominguez Philanthropists of the Year Award. The couple is being honored for their extensive work towards the advancement of the American Latino community, which includes their work with the Big Brothers/Big Sisters, Camino Nuevo Charter Schools and the New Roads Charter School.

Goldman Sachs Urban Investment Group (UIG) announced the merger of Latin Force LLC, a Hispanic marketing strategy firm, with Geoscape International Inc., the leading multicultural consumer intelligence and data analytics company.

In a move symbolic of the mainstreaming of the U.S. Hispanic population, Nielsen late last week announced plans for integrating and reporting Hispanic households and individuals as part of a single, general market view of the U.S. television marketplace.