Agency

​The expansive role of the chief marketing officer is filled with possibility, but many CMOs lack the confidence to truly engage with the C-suite. How can CMOs build confidence to elevate their influence and fully realize their role’s potential?

The famous “Got Milk?” campaign started with a deprivation experiment. You can find the history here, but, in essence, participants in a focus group were asked not to consume milk for a week prior to the research. It occurs to me that the Great Lockdown has forced many of us to give up our normal behaviour and brands. The question is: what happens when lockdown ends?  By Nigel Hollis

I’ve been working in multicultural market research for over twenty years. I remember, in 2000, when Hispanics overtook African Americans as the largest minority group in the United States. I remember the Language Wars, when we all argued about what the right language was to reach LatinX people (Hell, we certainly didn’t see the term LatinX coming in 2000!), a population that was becoming increasingly U.S. born. I chimed in during the whole Total Market debate, the “we can reach everybody” phase; it never seemed right to me.  By David R.Morse – New American Dimensions

Marketers, looking for increased productivity and transparency in their media investments, are calling for sweeping changes and improvements in the media ecosystem. This includes transformative changes to the upfront marketplace.

d expósito & Partners launched the “Lucha vs Virus” PSA campaign to remind people that the battle against COVID-19 has not yet been won and that everyone should still wear a mask.  HispanicAd.com sat down with Paco Olavarrieta, Chief Creative Officer at the agency, to understand the genesis of the campaign and what it aims to achieve.

Gen Z Deconstructed: The Shifting Tides of Race & Diversity is a continuation of our partnership with The University of Texas, Stan Richards School of Advertising and Public Relations. It focuses on how the Gen Z generation is fighting for equality and shifting society as we’ve known it – more significantly than any proceeding generation. Today we are already witnessing how this generation’s voice is finally helping force individuals to hear, listen, and understand the inequities of those who have been oppressed and deserve social justice.

Every day we are thinking about how to drive growth by conditioning demand in the market for our brand(s) over the other brands that we compete with.  By Bill Pink – Head of Global Analytic Leads / Kantar

On April 16, the National Association of Hispanic Journalist (NAHJ) board announced, in a press release posted on NAHJ.org, that it had voted to cancel national board elections and extend, for another year, the terms of board members, including those of the president and the rest of the executive board. This move encompassed both elected and appointed board members.

The 2020 Edelman Trust Barometer Spring Update: Trust and the Covid-19 Pandemic shows a significant rise in Americans’ trust in both government and business. Since January, trust in government has risen nine points, and trust in business has risen six points.

With Women’s History Month upon us, there’s no better time to recognize that efforts to increase gender diversity in the boardroom are finally beginning to yield results.

Healthcare Ready, a national nonprofit organization focused on health preparedness and response,  released findings from its fifth annual “National Domestic Preparedness Survey,” revealing that participants’ concern about some disasters has increased significantly. For example, concern about an emerging disease impacting communities quadrupled over 2019 numbers. These findings were illuminating when stratified by race, which revealed a heightened concern about the threat of emerging diseases among black communities, who have born a disproportionate impact from COVID-19.

To become more inclusive and LGBTQ+-friendly, brands need to lead with actions rather than just words. Making statements isn’t enough anymore. Instead, culture needs to change from within a brand, not just within its creative copy.  How can this happen?

Throughout the Covid-19 pandemic, consumers have been highly attentive to companies’ concrete actions, especially regarding health protocols, reliability and pricing. When choosing vendors and products, people care about what companies do, not just what they say. Advertising and social media messaging thus should tightly align with the material steps a company takes in the marketplace.

Agencies and publishers will face a paradigm shift in the months to come as marketing priorities realign in light of the novel coronavirus (COVID-19) outbreak. Advertisers will demand their media partners, moving forward, drive value at the bottom of the purchase funnel.

NBCUniversal Telemundo Enterprises announced that it has joined forces with Amazon to publish new Spanish-language content on Alexa, Amazon’s cloud-based voice service, available through the company’s family of Echo devices.

The Culture Marketing Council: The Voice of Hispanic Marketing (CMC) announced the 2020 Culture Account Planning Excellence (CAPE) award winners, originally created in partnership with HispanicAd.com. Alma took top honors with its Pepsi Campaign, which won Best in Show as well as a Gold award for Best Cultural Insight. LERMA/, MediaCom, Republica Havas, Urias Communications and Wieden + Kennedy also were among the agencies honored.

At ANA and AIMM, we strongly believe that every person — regardless of race, ethnicity, sexual orientation, gender identity, ability, religion, age, or culture — should have equal rights, equal representation, opportunities, support, understanding, respect, consideration, voice, and the ability to achieve their full potential. For more than 20 years, we have used our collective voices, reach, and commitment to create an industry that is more inclusive, understanding, and reflective of diverse segments. Although we have done a lot, it is not enough.

A recent KPMG survey of 1,000 consumers in the U.S. revealed that consumer behavior and purchasing patterns are rapidly changing, and is impacting consumer and retail companies. As consumer-facing businesses adapt to the “new reality,” they face more challenges to innovate and reinvent their businesses to survive.

After 11 weeks of lockdown and quarantine in most of Europe and Asia, and as lockdown are starting to be relaxed in most markets, linear TV viewing levels are gradually returning to 2019 levels in many markets but we are still seeing the last two weeks up 4% to 10% vs 2019, despite the lack of sports and fresh content on TV.  In Canada, the US and the UK, viewing has fallen below 2019 by now. In the US in lockdown week 11, viewing was down -4% on Persons 2+ and -13% on adults 18-45.  The return of major sports competitions (European Soccer, NASCAR etc) may sustain consumption in June.

As communities across the country started opening up, and in anticipation of the Memorial Day holiday weekend, advertising agency, d expósito & Partners, launched a public service campaign, called “Lucha vs El Virus.” The campaign was designed to engage the Hispanic community and encourage compliance with public health practices during the COVID-19 pandemic. Inspired by Mexican professional wrestling (Lucha Libre) and their use of colorful masks to conceal their identity, the campaign seeks to help slow the spread of the virus by encouraging people to wear masks in a way that is eye-catching, fun and interactive but with a very serious message.