Agency

Raúl Alarcón, Chairman and CEO of Spanish Broadcasting System (“SBS”) (OCTQX: SBSAA) received the U.S. Hispanic Chamber of Commerce’s (USHCC) 2019 Hispanic Businessperson of the Year Award. Hundreds of Hispanic business, corporate and community leaders from across the U.S. attended the awards’ gala event, which took place at the USHCC’s 40th Anniversary National Convention in Albuquerque, New Mexico. The award was presented by international top-selling artist Prince Royce who dedicated emotional words to the media mogul.

A National Pork Board report shows U.S. Latinos’ affinity for pork and growing purchasing power make it a critical audience for the industry, but as Hispanics acculturate, their pork consumption declines. The new report, Time to Tango: Latinos are Pork’s Future, reveals steps food retailers and packers must take to connect with these influential consumers who represent the biggest growth opportunity of the next several decades.

Mobile devices are altering family life in Mexico, according to a first-of-its-kind study conducted by the USC Annenberg School for Communication and Journalism and Common Sense that examines device use, habits, and attitudes of Mexican teens and their parents. More Mexican parents expressed concern about their teens’ use of mobile devices, and more teens reported feeling distracted and “addicted” to their phones than families in three other countries: the United States, Japan, and the United Kingdom.

Today’s consumer packaged goods (CPG) manufacturers are under immense pressure to bring products to market faster in order to capitalize on emerging trends and defend against smaller players, among many other reasons. As a result, many marketers are looking to borrow agile innovation techniques developed in the tech world and apply them to CPG. But Nielsen research has found that lifting an approach that works quite well for many technology companies may have less successful outcomes in CPG.

While conventional marketing thinking says that customers prefer personalized marketing experiences and are willing to share more personal data to get that, new research shows that they may not.

What makes someone a growth leader? In conversations we’ve had with business leaders, the answer tends to boil down to a variation of “I know it when I see it.” But it turns out that there is a specific set of attributes that growth leaders share.

CMC: The Voice of Hispanic Marketing announced that its annual multicultural marketing summit will take place at the Westin Hotel Times Square in New York City from April 27-29, 2020.

Despite remaining systemic hurdles, unprecedented media representation and access to technology are shifting the notion of power for Gen Z: This cohort is rethinking the value of centralized ideas that benefit the few; instead, embracing a more collaborative notion that empower collectives.

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

• A few years back, a senior marketing executive employed by a very large soft drinks company asked me what I would do with their flagship brand of sugary carbonated liquid, which was starting to confront strong public opinion headwinds as one of the main culprits of the growing epidemic of obesity, tooth decay, diabetes and so on and so forth.
• An unfair accusation if you ask me but a problem for the company nevertheless.
• To be sure, it could be argued that the volume-based nature of the soft drinks industry is partly to blame.
• Still, nobody forces people to chug down the thing.
• Anyhoo.

Media is a powerful tool—one that shapes our world. It can be used to help people, by raising awareness, entertaining or educating us, sparking debates and breaking down stereotypes. But it can also be used in harmful ways, be it by creating confusion with false information, reinforcing stereotypes or simply excluding groups from even appearing on the screen itself.

While color is important, it can also feel abstract and arbitrary. How should marketers think about color in the digital age? What’s the role of color in the age of social media? Should brands jump on the bandwagon of trendy colors? These are increasingly crucial questions when it comes to brand identity.

In the next few weeks, I’ll be completing my tenure as the CMC Chairman of the Board, and after two exciting and productive years, I’ll be passing the baton to my colleague Gonzalo del Fa. It’s only fitting to look back as well as ahead, and reflect on the state of our industry and the future of our organization.  by Isaac Mizrahi – Co=President of ALMA / Chairman of the Culture Marketing Council

When it comes to transformational technologies, the irony that unites them all is how they’re routinely hyped before proven, applied, or even understood among CMOs and marketers. By the time they change the world, people barely notice and are well onto shinier objects. Technological innovations morph and rebrand as they spread throughout society and the business sector. The information superhighway, grid computing, and personal digital assistants (PDAs) are just a few examples.

A year following Hurricane Maria, both the population and poverty rate declined in Puerto Rico.

I’ve wanted to do a post about trends in agency positioning ever since I wrote about agency taglines. What I expected to find was a significant overlap in the key terms and positioning statements across agencies. When I circled back to write it up, however, that wasn’t the case as much as I’d expected. The reason, I suspect, is that I selected some of the top-ranked agencies for this exercise. Were I to revisit this topic with a larger group of agencies, including small to midsize agencies that are not necessarily in the “top 100,” I think I’d find a huge amount of redundancy in positioning statements.  by Mark Duval – The Duval Partnership

Voices are only impactful based on the relevancy of their messages. PR practitioners are charged with crafting messages that drive impact within organizations. It is communications professionals who can ensure that messages are anchored on a voice from a diverse perspective, ensuring the message is relevant and considers insights from the intended audience. D&I needs to go beyond ensuring that the workforce is representative of different cultures and perspectives by addressing how an organization is communicating relevant messages to those audiences. PR has the power to drive the biggest impact to an organizations’ D&I efforts.  By Andy Checo – President of the Hispanic Public Relations Association & VP Havas FORMULATIN

L’ATTITUDE and Wells Fargo announce a strategic collaboration to elevate the U.S. New Mainstream Economy driven by Latino entrepreneurs, consumers and workers.

Anllelic Lozada is an Integrated Account Executive at Grupo LMH in Puerto Rico.

Median household income for the United States and 14 states increased significantly in 2018 from the previous year, according to U.S. Census Bureau data.  The 2018 American Community Survey (ACS) shows that median household income rose between 2017 and 2018 for 10 of the 25 most populous metropolitan areas.

Brands are realizing they can’t thrive by personalizing only a few customer experiences. Because the brand relationship with the customer changes every day, every hour, with every experience, the investments in occasional outreach are better spent on a process that continuously learns about customers. With that kind of process at hand, chief experience officers and digital leaders are coming to see their ability to drive hyper-personalization is finally within their grasp.