Agency

Entravision Communications Corporation announced the promotion of Jose Mateo III and the appointment of Erika M. Marrero to Vice Presidents of Entravision’s Audio Network Sales.

The Latino community is every day becoming stronger and stronger as a key influencer of the US marketplace. The Hispanic consumer is becoming a powerful force in our economic tapestry, likened to the millennial.

he technology, media, and telecommunications (TMT) sector has enjoyed unprecedented growth over the past decade. Seven of the ten largest companies by market value are TMT companies. Incumbents such as Apple, Disney, and Verizon have been joined by a quickly scaling group of disruptive players such as Alibaba Group, Alphabet, Amazon, Facebook, Netflix, and Salesforce, all of which have been buoyed by consumers’ and businesses’ growing appetite for technology products and services.

Despite the headlines and hashtags, women around the world are fatigued and believe meaningful change is coming too slowly. Nielsen recently took a closer look at the worldwide reality of where women are today and found that there’s an opportunity here for brands.

Ford, Walmart and Google share a common accolade as of today: these and others were named among the top quartile of advertisements measured by the breakthrough new ad metric CIIM™ (Cultural Insights Impact Measure), developed by The Association of National Advertisers’ (ANA) Alliance for Inclusive and Multicultural Marketing (AIMM) in partnership with NBCUniversal and AIMM member companies.

ANA client-side marketers continue to make significant progress in achieving gender equality among CMOs, but in stark contrast, there has been little headway made in improving ethnic diversity.

Nike and its ad agency Wieden+Kennedy received top honors last night, winning the Best in Show award in the Multicultural Excellence Awards competition, held by the ANA, for a spot called “Dream Crazy.”

When it comes to influencer marketing, the obvious concern for brands has always been finding the right creator.

For the sake of ease and cost efficiency, marketing agencies in the United States have tried reusing strategies designed for mainstream American markets or international Latin American markets on the rapidly-growing U.S. Hispanic segment. They often reason that acculturation will morph the Hispanic market into the mainstream, or that they are still very similar to consumers in their home countries, but these are both incorrect. The cultural experience of immigration into the United States has unified people from many countries into a new identity: the New Latino. This group of Hispanics living in the U.S. share commonalities that turn them into a unique segment separate from mainstream U.S. consumers or consumers in their home countries. They are often new consumers from lower socioeconomic backgrounds who have taken risks to immigrate to the U.S., and are experiencing culture shock as they adapt to their new lives. These experiences shape the New Latino, and marketers should understand each if they hope to connect with these consumers.  BY Melissa Carmona – Hispanic Marketing Communication / Florida State University

The Latin Recording Academy® and Univision Communications Inc. announced the official sponsors for the 20th Annual Latin GRAMMY Awards. The event will connect leading international brands through innovative programs and campaigns with Latin music fans across multiple platforms, as well as through several on-site experiential activations.

Telemundo Deportes, in an exclusive partnership with Turnkey Intelligence – MarketCast, today released a brand study that evaluates the latest trends, popularity, and perception of sports among Hispanic fans. The study confirms that Hispanic sports fans continue to be a driving force in the consumption of live sports programming and have strong recall and affinity for sponsors associated with the sports they follow.

Spanish Broadcasting System, Inc. (SBS) Chairman and CEO, Raúl Alarcón, has been appointed to the Federal Communications Commission’s (“FCC”) Advisory Committee on Diversity and Digital Empowerment (“ACDDE”) by FCC Chairman Ajit Pai. Mr. Alarcón will join an accomplished group of media and digital executives focused on accelerating the entry of women, minorities and small businesses into the media industry.

The activism of Generation Z consumers puts them in a unique position to effect actual change at the business level in ways previous generations weren’t. By thinking beyond how to wield their individual spending power, Generation Z consumers are pushing their households and broader social networks to use the tools at their disposal—their purchasing power and choice of which media content creators and publishers to support—to create real change.

It seems that irrational exuberance is no longer popular. Venture capitalists and investors have suddenly decided that actually disruptive brands do not get a free pass from the need to make money. Faced with demands for more accountability many disruptors will have to figure out what might be their real strengths.  by Nigel Hollis

The 68th edition of MISS UNIVERSE will return to Telemundo live and exclusively in Spanish on Sunday, December 8th from Tyler Perry Studios in Atlanta, Georgia at 7pm/6c. The live simulcast will feature delegates representing more than 90 countries and territories from around the world.

While challenges posed by external factors are difficult to tame, CPOs and their organizations should shift from reactive to predictive supply chain management to offset risks as much as possible and be more resilient against both planned and unplanned events.

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

• I had been hearing and reading the “Latinx” neologism bandied about for quite a while.
• It is possibly just a fad in certain “progressive” circles.
• Next thing you know, politicians jump on the bandwagon.
• Namely Elizabeth Warren, who seems to be in dire need of a serious team of Hispanic political strategists by her side.
• Mind you, I fully support experimenting with language.
• It is possibly the best way to keep a culture vibrant and lively.
• Second only to bearing lots of children.
• Espanglish?

Many consumers feel brands don’t know them well enough to serve them in a way that makes them feel special, but when those brands seem to know too much–and act on that knowledge–they can quickly lose consumers’ trus

The marketplace is disruptive—and, if you’re a manufacturer or retailer, it’s likely that you’re feeling the force of it. That’s because a major paradigm shift is underway. At Nielsen, we see this shift firsthand every day as our manufacturer and retailer clients are increasingly leaning on us to help them navigate this change and pursue growth. So what are the major themes that have emerged from these conversations? Here are three that we see affect consumer packaged goods (CPG) companies most.

There tends to be a cyclical movement regarding where an agency optimization function sits within an organization, but it usually resides in either the marketing or procurement group. Regardless of where the program sits within an organization, the idea around optimizing the agency partnership has evolved from a focus on process efficiencies and cost savings to real opportunities for marketing procurement and marketing operations to partner with brand marketers to create additional value for executive stakeholders and the business at large.