Agency

The Culture Marketing Council: The Voice of Hispanic Market (CMC) announced today that Nestlé USA is the winner of the 2020 CMC Marketer of the Year Award. Nestlé joins a prestigious short list of elite brands that have received the award, including AARP, Ford, McDonald’s, Sprint, State Farm, Toyota and Walmart. Alicia Enciso, CMO, Nestlé USA will accept the award and will discuss Nestlé’s efforts and commitment to their multicultural audience at CMC’s 2020 Annual Summit. The session will take place on Wednesday, April 29 at the Westin Times Square in New York City.

Casanova//McCann announced that Vallarta Supermarkets has named CM its Digital & Social Media AOR following a competitive review.

Like a good neighbor, State Farm is there when things don’t go as planned, and when this happens nothing better describes the feelings of U.S Hispanics than the lyrics of the popular song “Rata de dos patas” by Paquita la del barrio. State Farm is there for you, even when those “two-legged accidents” happen, just like the song.

You’re sitting in a meeting and your ideas are going unheard. You’re just as qualified as your colleagues, but you’re feeling undervalued. On top of that, you’re trying to balance work commitments, a sick child at home, helping your elderly parent, keeping up with your children’s schedules—the list goes on. And as you sit in that meeting, you think “What’s the point? Is this all really worth it? I’m fighting to push my career ahead and feeling stressed out. It’s just not worth it.” The good news is that women are no longer alone. Companies and brands are starting to get it—and starting to understand that they can help.

By Gonzalo López Martí    Creative director, etc. / lmmiami.com/

• Imitation is the best form of flattery.
• It seems to be a great form of strategy too.
• Why innovate when you can simply mimic your competitors and stunt their growth?

The Latino Corporate Directors Association (LCDA) launched The Latino Board Tracker, the only publicly available resource that tracks the number of Latino/as on Fortune 1000 company boards.

Why is this happening?  Because the new direct-to-consumer business model is based on the concept that its entire supply chain is increasingly available “as a service.”  Every aspect can be rented/leased. The result? Greater brand agility, more innovation by publishers, and more engaging, personalized consumer experiences—online and off—with “emerging tech” elevating the digital shopping experiences.  In fact, digital data output will triple from 2019 – 2025, powering demand for and availability of personalized services, products, content, and marketing.

The National Retail Federation today forecast that retail sales during 2020 will increase between 3.5 percent and 4.1 percent to more than $3.9 trillion despite uncertainty from the lingering trade war, coronavirus and the presidential election.

As President of Publicis Media’s Cultural Quotient, the New York native oversees a crew of 140 multicultural experts—collectively the top-ranked spender in culturally targeted campaigns in the US. The latest AdAge Hispanic Fact Pack estimates her team’s total revenue for US Latinx media activities alone—not including African American, Asian American and LGBTQ—at over $71 million.  By Court Stroud

It’s one of advertising’s most delicate balancing acts: to create a global campaign while retaining maximum local impact.

U.S. Hispanic small business owners anticipate a decade of robust expansion and growth, expressing a brighter business outlook than their non-Hispanic peers in the year ahead, according to the fourth annual Bank of America Business Advantage 2020 Hispanic Business Owner Spotlight.

Businesses believe that 5G will be the most revolutionary network evolution yet but still have concerns about the technology’s security, according to the results of a global study from Accenture.

Unlike the fixed amount of time in a given day, our media diets still have room to grow. In fact, as new media options like streaming and podcasts mature, U.S. consumers are opting to add them to their daily routines instead of simply replacing the traditional fare. And when it comes to audio, podcast listeners actually listen to more broadcast radio than people who don’t listen to podcasts at all.

This podcast delves into the significance of Latin X, underserved yet influential consumers within the Hispanic market who drive significant revenue and advocacy for brands. We explore key differences in individualistic and collectivist cultures, how Hispanic immigrants adapt to the American ethos, and what it all means to marketers trying to touch today’s new mainstream: multicultural consumers.

More and more people feel good both about their current financial situation and about the future, especially in fast-growing economies. At the same time, a growing minority of middle- and lower-income households is struggling to make ends meet. The latest wave of McKinsey’s global consumer sentiment surveys, conducted in September 2019 in 19 countries, explores the impact of these developments on shopper behavior in a wide range of categories, including food, beverages, personal care, and household products

What a strange business we’re in. On the one hand, we talk a lot about the need for consistency in relationships — about the need to truly understand the client’s business and the importance of our work being acknowledged and respected in the advertiser’s boardroom. And on the other, we celebrate pitches as if we were involved in a sporting event.

GALLEGOS United, part of communications group UNITED COLLECTIVE, has appointed two new senior team members, following a string of new business wins, as the agency continues to propel its clients’ business growth. Brenda Schneider, who joins the agency as Group Account Director and Becky Peterhansen, who starts in the newly created position of Director of Social Engagement and Content, bring expertise for the agency to continue reaching its clients’ audiences in engaging ways with strategic creative and marketing solutions.

By Adam Jacobson

Until today, Eric Zinterhofer, the founding partner of Searchlight Capital Partners, was likely as unknown as the global private investment firm he leads.  As far as Wade Davis goes, he’s an individual who has some level of name recognition in the TV industry.  Now, Zinterhofer and Davis are both poised to take on a much greater profile in the media world, thanks to their deal to acquire the stake in Univision Communications not owned by Grupo Televisa.  By Adam Jacobson

As marketing becomes increasingly fragmented and complex, and as consumer demands and regulation around data privacy change, it’s becoming clear that measurement needs to change as well.

Richards/Lerma announced its rebrand to LERMA in celebration of the agency’s 10-year anniversary. The new brand represents the agency’s rich digital and creative roots, now with an even stronger focus on a more diverse, inclusive and technologically savvy America.