Agency

Confirming a major paradigm shift in the understanding of language preference among US-born Hispanics, a new study finds that English is the overwhelming language choice among 2nd generation Latinos, and becomes nearly absolute among third generation Hispanics.

The confidence of US executives in their economy plummeted over the past three months, according to the latest McKinsey Global Survey of Business Executives. The confidence of executives overall in the global economy was unchanged: more of our respondents are upbeat than not, by a small margin. But significant shifts occurred at the regional level; executives in China and in other developing markets (with the exception of India) also reported declining confidence in their country’s economy.

PricewaterhouseCoopers’ Manufacturing Barometer shows that nearly half of industrial manufacturers are uncertain about the domestic economy’s prospects over the next 12 months. However, more than half are optimistic about the world economy, and the majority expect robust revenue growth, major investments and new hires over the next year.

The Association of National Advertisers announced the finalists for the 2005 Multicultural Excellence Awards. Now in its fifth year, the awards recognize ANA member companies and marketers that have produced outstanding multicultural advertising campaigns that ran between June 2004 and May 2005.

The trend is clear and the ramifications are obvious: U.S. Census data show that Latinos are the fastest-growing ethnic group, representing the largest minority in the country. Today, there are approximately 42 million Latinos in the United States, which represents approximately 1 in every 8 residents – by 2008, 1 in every 5 will be Latino.

The volume of travel to the United States from Canada and Mexico declined by 20 percent between FY 2000 and FY 2004, according to data released by the Migration Policy Institute. The decline was revealed by a drop in the number of inspections at U.S. air, land, and sea ports of entry, with land inspections decreasing by 24 percent. The U.S.-Canadian border experienced a sharper decline (31 percent) than the U.S.-Mexico border (21 percent). While the steepest drop occurred between FY 2001 and FY 2002, the volume has continued to decrease annually.

Juanita’s Foods introduced its new Hispanic advertising campaign with an unprecedented “sell” approach. The new campaign developed by Juanita’s longstanding agency of record, Los Angeles-based integrated marketing communications agency Acento, steps away from the typical happy-families-eating-in-the-kitchen approach traditionally used to sell Mexican products.

The “marketplace strength” of major brands among Hispanics and non-Hispanics varies widely, according to a new study by Encuesta, Inc. Americanos Poll: Brand Power Index Study 2005, the second release in the Americanos Poll series, evaluates the equity of 184 brands among consumers in each respective market.

Exploring Puerto Rico is as easy as renting a car and driving along a highway or coastline road and taking in the diverse topography, attractions and activities. There is no better way to complete this experience than by staying in one of the island’s many Paradores. From the lush green of the central mountains, to scuba and snorkeling off the southern coast or the clear blue surfing waters of Isabela, these small lodgings offer locations that fulfill the interests of a wide variety of travelers.

Today’s consumers are driven by convenience when purchasing food items. The marketplace is overflowing with prepared foods, frozen vegetables, single serving, microwaveable items and other convenience food products. In a world where many people eat alone and don’t have the time or desire to cook, these products are helpful time-savers.

Parent-child relationships are a unique element of the Hispanic family. The relationship between Hispanic parents and their children exemplifies a dynamic union that embodies love, affection, and unity. One thing that is apparent in the Hispanic community is that family comes first when making important decisions. In a survey conducted by State Farm Insurance, Hispanics placed a high priority on saving money for their children’s college education.

Even though Hispanics comprise the largest minority group in the United States, studies show that they are largely underserved by the health care system. According to the Center for Disease Control, Hispanics were 14.4 percent less likely than non-Hispanics to have health care coverage in 2002.

Today it is estimated that there are over 48.5 million Hispanics living in the United States. Approximately 80 percent speak Spanish at home and of those people, 70 percent speak English well or very well. What does this mean for marketers trying to reach the growing Hispanic market?

The Council for Marketing and Opinion Research (CMOR) and the Marketing Research Association (MRA) announced a formal research alliance intended to enhance their synergies and better secure the protection of the research profession in the U.S.

Miami based La Comunidad, has hired Alain Groenendaal to become the President of the agency.

The San Jose Group announced that it has received a Platinum PR Award from PR News for The National Pork Board’s Hispanic public relations campaign “El cerdo es bueno” (Pork is Good).