Creative quality is the most efficient route to brand impact. So why is creative testing often excluded from brand tracking? Especially during COVID-19?
Agency
Why creative testing must be part of brand tracking
Flor Leibaschoff named President of Círculo Creativo USA
Círculo Creativo USA announced today that Flor Leibaschoff has been elected as its new President for the 2021-22 term.
El Ojo de Iberoamérica presents 2020 Winners
For the US Hispanic Market, Miami based ALMA and New York based d exposito & Partners were honored in several categories.
Five questions to answer before you finalize your media plan
The COVID-19 crisis had a quick impact on advertisers’ media budgets. Those in sectors such as travel and cinema, where consumer spending plummeted, slashed budgets. Those in other sectors, such as consumer packaged goods (CPG), digital retail, and healthcare, rushed to increase and redirect their budgets, hoping to gain market share as consumers flocked online—though some then pulled back, unable to keep up with consumer demand.
Diversity and Inclusion – This Time It’s For Real…I Hope
With all the racial unrest this year, the advertising industry has caught the wave of Diversity, Equity and Inclusion.
NUMATEC launches
NUMATEC, a newly-formed holding company focused on media and Martech ventures across the globe.
Leticia Juárez returns Partner, EVP of Strategy & Marketing at INFUSION
INFUSION announced that Leticia Juárez has rejoined the agency as Partner, EVP of Strategy & Marketing leading their largest account, Charter Communications.
Exclusionary Inclusivity Makes Another Multicultural Project Miss the Mark
America is undergoing a process of social transformation. As a nation, this is impacting corporate America, the advertising and marketing industry and is encouraging dialogue of equity and inclusion regarding ethnic sectors. A recent initiative launched last week has prompted the Culture Marketing Council (CMC), the voice of Hispanic marketing to comment.
When Black is LOUDER than Brown ……… Part 1
I am not very encourage when writing this article for HispanicAd, to see efforts to help Minority Broadcasters and Consumers that are not inclusive of at least the majority of the groups that encompass the Multicultural Marketing Bucket. By Gene Bryan / CEO – HispanicAd
When Black is LOUDER than Brown – Parte Dos (Part 2)
After the release of our first article “When Black is LOUDER than Brown – Part 1” on Tuesday, we have been involved in a flurry of emails, texts and calls with executives regarding the purposeful announcement by the Dentsu Network of their media-buying program (Project Booker) designed to create “Inclusion with Exclusion”.
The Great Shift [REPORT]
The COVID pandemic, as it has with nearly every other business around the world, has completely upended the way we perceive the limitations on ways business can be conducted, and the way marketers can interact with their audiences. The use of virtual sales channels and other digital transformation strategies have undergone remarkable acceleration.
Marketing to Asian Identity, Not Assumptions
America is often described as a “melting pot” of different nationalities, ethnicities, and cultures. Much to the dismay of Teddy Roosevelt (who in a 1916 speech noted “There is no room in this country for hyphenated Americanism”), Americans have perfected naming each ethnic group within our borders distinctly, and those names have evolved. By Mario Xavier Carrasco / ThinkNow
Meredith Corporation launches Mi Afirmación del Día
Meredith Corporation announced the launch of its first Spanish-language Alexa Skill, Mi Afirmación del Día, from its Health brand.
Latino-Led Management Group acquires majority interest in Fuse Media
A Latino-led management group headed by Fuse Media CEO Miguel “Mike” Roggero has acquired a majority, controlling interest in Fuse Media.
Beyond the Binary
Mattel, P&G, and other major brands take a much more inclusive approach to gender
Brands Must Rethink Channels of Engagement in New Normal
Consumers across generations and geographies are flocking to digital self-service channels when engaging with brands, yet many get frustrated when their needs aren’t met. This frustration has led to 73% of consumers questioning why they’re doing business with the brand.
Rethinking the future of American Capitalism
Capitalism has contributed to significant gains in economic growth and prosperity throughout its history. But at a time of growing public discontent about rising inequality, heightened competition from economies with different models, and existential threats including from climate change, capitalism in its current form—and American capitalism in particular—may face its most serious test.
DuJuan McCoy, Cox Team for Multicultural Offering
Months following the launch of an audio-focused network serving the African American community, Indianapolis-based TV broadcaster DuJuan McCoy has launched a visual equivalent of sorts. By Adam Jacobson / Radio + Television Business Report
The Biden Administration and Advertising: Predictable Change for the United States
With a new administration set to take charge of the U.S. government on January 20, new policies could impact a range of matters relevant to the advertising industry or, alternately, in other spheres, a status quo approach could offer at least four more years that, in some ways, resembles the last four years. By Brian Wieser / Global President, Business Intelligence, GroupM