Agency

With more content today than most of us know what to do with, what defines a hit is undoubtedly different than 20 or 30 years ago. But HOW we define a hit is perhaps more important.

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

• As I pointed out last week, not too long ago coffee was a stale, passé, commoditized product.
• To add a definitive nail to its coffin, some scientists in the late 80s found evidence indicating a potential correlation, if not causality, between coffee and certain forms of cancer.
• In the early 90s the thing was regarded as little more than liquid tobacco.
• A teeth-staining carcinogenic.
• Not unlike red wine, which was was headed in the same direction of discredit among consumers and public opinion.
• Wait!

There is a well-documented, persistent, and growing racial wealth gap between African American families and white families in the United States. Studies indicate the median white family in the United States holds more than ten times the wealth of the median African American family.

I have long been convinced that our basic, human motivations are changing far less slowly than the means to satisfy them; witness this post from 2014. Maybe that is why I enjoyed John Sills’ far more extensive exploration of the subject in a recent WARC article.  by Nigel Hollis

A first for our Multicultural Industry, the Association National Advertisers (ANA) began their conference with Bob Liodice / Chief Executive Office of the ANA bringing forth one of the main pillars of growth in marketing is the inclusion of effective Multicultural practices that ensure sustainability.

Hispanics are currently the fastest-growing demographic in the nation, and already make up 18 percent of the total U.S. population. And yet, despite these numbers, marketers have been slow to connect with U.S Hispanics as consumers. For a long time, advertisers lacked definitive data that could justify investment in reaching Hispanic consumers, particularly through Spanish-language TV. Until now.  By Carrie Stimmel – EVP, Lifestyle & Hispanic Advertising Sales, NBCUniversal

Smartphone-wielding consumers willing and able to switch brands at a moment’s notice. Rampant distrust in institutions, corporations, and even information itself amidst an increasingly fragmented media environment. An “Attention Economy” that strains cognitive capacity and prevents establishing authentic, deep brand connections. These are just a few of the elements that make it such a Herculean challenge to create and maintain a brand that will resonate with today’s modern consumers.

Whether you’re selling an innovative new razor, a new season of a television series or a provocative message for an established sporting goods brand, it’s all about the launch. Making a big splash—the right kind of splash—plays an increasingly critical role for long-term success in consumer markets.

Newlink has been named the communications agency of record for The Fives Hotels & Residences luxury properties in Playa del Carmen and Puerto Morelos.

Hennessy and global artist Maluma announced a new formal partnership in time for Hispanic Heritage Month, bringing to life the spirit of the brand’s “Never stop. Never settle.” mantra for Latinx audiences.

DTC businesses are flourishing these days, promising to disrupt categories that have been at a standstill for years. Recently I spent some time with Dr. Emmanuel Probst, author of the book “Brand Hacks”, who suggests that DTC companies might be missing a crucial ingredient that will ensure their long-term success.  by Nigel Hollis

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.