Agency

There has never been a more exciting time in media. As we enter 2020, change in the media landscape is accelerating at an unrelenting pace with new technologies, platforms and business models continuing to re-shape our industry.

Horizon Media announced that it has hired Sandra Alfaro as EVP Managing Partner of 305 Worldwide, effective immediately. Alfaro joins the Horizon team to lead 305 Worldwide, Horizon’s recently launched full-service multicultural agency with Armando Christian Pérez, aka Pitbull, the GRAMMY© Award-winning artist, entrepreneur, motivational speaker and education advocate, as its Chief Creative Officer.

The Ibero-American Creativity & Strategy Festival (FICE) has named Richards/Lerma its 2019 Independent Agency of the Year in the USA Hispanic and Multicultural category. The recognition celebrates Richards / Lerma’s work creating disruptive and impactful content for a diverse, multicultural America.

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

• A few weeks back, South Dakota state authorities launched a series of PSAs under the tagline “Meth. We’re on it”.
• Next thing you know, a nationwide burst of social and traditional media handwringing ensued.
• The campaign was lavished with self-righteous outrage and condescending criticism.

Being a two-way feedback exchange between a committed client and an active agency, the agency evaluation process could be better described as a relationship evaluation. And while much has been written about agency evaluations from the client’s perspective, there’s been little coverage of the agency’s side and its specific practices and behaviors.

Some of my colleagues expressed concern over last week’s post which likened online advertising to a cult. But what else do you call the unthinking faith that many marketers have in the power of digital advertising? Sadly, data has a lot to do with reinforcing that faith, but the right data can also help marketers break out of the cult.  by Nigel Hollis

In a new KPMG study, “The Truth about Customer Loyalty,” we asked close to 19,000 consumers across 20 countries – including 2,000 in the U.S. – for their views on brand loyalty. Their responses clearly show that loyalty is not dead, but it is evolving and there is a lot of headroom for change.

A new white paper released by five leading advertising standards organizations highlights the importance for brand safety of adopting effective identification measures across the digital advertising supply chain. Released by the Brand Safety Institute (BSI) in coordination with Ad-ID®, EIDR, Trustworthy Accountability Group (TAG), and IAB Tech Lab, “Identification: It’s as Easy as ABC” outlines the full scope of existing and planned identifiers for advertising assets, businesses, and consumers.

World AIDS Day (December 1) is a time to remember those we’ve lost to HIV/AIDS, celebrate our successes in saving and improving the lives of people living with HIV, and renew our commitment to ending the HIV epidemic in the United States and around the world.

Languages are constantly evolving to suit the needs of its users, this can clearly be seen when looking at the Hispanic/Latino population living in the United States. This segment of the population has blended their language, cultural heritage, and the experience of being Latino in the U.S. with American culture in order to navigate and simplify their day-to-day lives. As a result, trends such as Spanglish and code-switching have become a natural way of communicating for U.S. Hispanic consumers. We will discuss what each of these trends are, as well as the implications that they have for advertising to Hispanic consumers.  By Isaac Levine  – Hispanic Marketing – Florida State University

Her baby boy sick with an earache, Cathy Lopez Negrete came home to discover the water had been turned off due to lack of payment. Days later, Alex Lopez Negrete was leaving for an important business meeting when his car was repossessed.  A week like this one might have deterred many budding entrepreneurs. For the co-founders of Lopez Negrete Communications, these tribulations in 1989 were mere bumps on the road to success.  The firm has grown into the nation’s largest independent, Hispanic-owned and operated full-service advertising and marketing agency.   By Court Stroud

Far be it from some sort of over-arching, existential, or politically-charged claim, the statement that “all marketing is cultural” is demonstrably true and inescapable. Whereas traditional schools of thought may have held that marketing is detached from human nature or consumer interaction, marketing actually constitutes a form of communication which is inseparable from its means of creation and from its audience. In this sense, all marketing certainly is cultural; marketing (especially integrated marketing) is a form of communication; all communication is informed by culture; and cultural aspects inform both the creation of and receptivity to marketing communication.  By Chloe Lane / Florisa State University

LATiNAS is a monthly magazine show that showcases LATINX women from all walks of life! As these influencers rapidly become an economic and social powerhouse in the United States, the program will showcase their power at home, in business and everywhere else in between. LATiNAS is hosted by EMMY® award winning multi-media journalist and author Tinabeth Piña.

By Gonzalo López Martí – Creative director, etc.  /  mmiami.com/

“Beware those who want to save the world,
most likely they just want to control it.”

• It certainly makes sense to rely on prestigious, independent organizations to help us out in certain fields.
• It is indeed useful to consult the positions of, say, la Real Academia de la Lengua Española or, in the financial world, Standard & Poor’s, Moody’s or Fitch.

Uforia presents “Uforia Celebra Explosión Urbana – La Época de Oro” (Uforia Celebrates Urban Explosion: The Golden Age) a televised music special that dives deep into the Latin Urban movement that has taken over the world, featuring exclusive concert footage and interviews with the artists that have propelled a ‘Golden Era of Latin Music.’

IAB research reveals that, in contrast to the most recent wave of high-valuation startups, direct brands are focusing on profitability and customer satisfaction ahead of market share. In fact, 90 percent of DTC brands report that they are already profitable.

This IAB research sets the record straight on media related myths and misinterpretations regarding why, how, which and how much direct to consumer brands are budgeting and leveraging opportunities across the media landscape.

U.S .Hispanics make up about 17% of the NBA fan base, according to the NBA Latin America. That’s roughly 15 million Hispanic basketball fans poised to enact significant influence over one of the country’s most revered sports.

In this installment — with its companion podcast episode — Ginger Conlon, editor-in-chief, and E.B. Moss, head of content strategy for MediaVillage, shine a spotlight on Tim McNeal, vice president, creative talent development and inclusion, for Walt Disney Television.

Cultural intelligence is an invaluable way to cut through the clutter and deliver campaign results. That’s why, as the media landscape becomes increasingly fragmented and mobile audiences grow harder to reach, cultural intelligence should sit at the core of content production and distribution.