Agency

Mother’s Day spending is expected to total a record $25 billion this year, up from $23.1 billion in 2018, according to the annual survey released today by the National Retail Federation. A total 84 percent of U.S. adults are expected to celebrate in honor of their mothers and other women in their lives.

During the Billboard Latin Music Awards telecast on Telemundo, Pepsi premiered a new national television advertisement starring award-winning actor John Leguizamo.

#TotalMarketTalk is the only PODCAST of its kind exclusively dedicated to leading the Latinx business conversation across media, marketing and entertainment, hosted by David Chitel, CEO & Founder of NGL Collective, the leading independent Latinx media and entertainment company co-founded by actor, John Leguizamo.

However, what’s good for reaching consumers can seem awfully intimidating for advertisers. With the explosion of consumer choices across all viewing devices, marketers face more complexity in TV advertising than ever before. A wait-and-see approach can be tempting, but smart marketers are resisting that notion by navigating the massive changes currently hitting the TV ecosystem. The masters among them are using audience data — not just context or indices — to improve everything from targeting to campaign measurement.

TV advertising’s state of health remains the source of heated discussion and debate. Depending on the report you read, and the evidence you choose, it could be thriving, dying, evolving, or at the tipping point. One thing is for sure, our CrossMedia data finds TV’s brand building power is not what it used to be.  by Duncan Southgate – Global Brand Director, Media / Insights Division, Kantar

The U.S. Supreme Court will hear arguments on whether the government can add a question about citizenship to the 2020 census. By adding this new question, the plaintiffs in the case argue that participation in the census will be suppressed, causing a significant undercount.

LatinWorks, part of Omnicom Group Inc., has rebranded itself as Third Ear.

When you are responsible for a brand, it is tempting to believe that its success or failure rests entirely in your hands. Not so. Discouraging though it may be, this year’s performance is largely a done deal. But you can have a lot more influence on what happens in future, although it might be your successor that benefits.  by Nigel Hollis

Is diversity on the rise? Has gender equality increased? Does religion play a more or less important role than in the past? And are family ties stronger or weaker than they used to be? Pew Research Center posed these questions to 30,133 people in 27 countries.

Traditional responses to business disruption, such as one-off business transformation and fast-follower approaches, are outdated and won’t be enough to help companies achieve sustainable growth and weather the challenges that lie ahead, according to a new book by Accenture.

Marketing procurement has become an increasingly crucial aspect of the advertising industry. This should be unsurprising given the scale of expenditures involved: for some companies advertising is the largest single budget line-item they manage. As a benchmark of its expanding importance, registration for the ANA’s annual marketing procurement-focused Advertising Financial Management conference more than doubled between 2008 and 2018, rising from 337 to 739 people over that time.  by Brian Wieser, Global President, Business Intelligence, GroupM

America is more diverse than ever and minorities themselves are diverse as well. They come from different places, backgrounds and socioeconomic levels. They can even be Supreme Court judges or sit in the Oval Office.  Unfortunately, this very diversity leads to one of the most difficult and subjective aspects of working with multicultural advertising: dealing with the prevalence of stereotypes. What makes it challenging is the fact that most of these biases are unconscious, meaning marketers can be unaware, and worse, many are perceived as harmless.  By Isaac Mizrahi –  Co-President of ALMA

In a new report released by Advertiser Perceptions and MightyHive, they share the findings of a recent survey of over 200 senior brand marketers. Titled “The Data-Confident Marketer,” the study examines marketers’ views on first-party data: how they’re using it, where it lives in their organization, and how soon they expect first-party data to start producing results.

By Gonzalo López Martí – Creative director / LMMiami.com

• You’ve played the part.
• We’ve all played it.
• I hate to admit but I’ve done it myself more than once.
• Unconsciously.
• One tends to realize it after the fact.

Lopez Negrete Communications, one of the nation’s largest independent, Hispanic owned and operated full-service agencies, has been announced as an honoree at the American Advertising Federation’s 18th Annual Mosaic Awards for work created on behalf of its long-standing client, Walmart. The campaign entitled “A Unifying Beat” launched the retailer’s Online Grocery Pick-Up service to Latino audiences during the 2018 World Cup and will be receiving the Mosaic Media Image Award for Innovation In Storytelling at the Mosaic Awards, taking place at the American Advertising Federation’s National Conference, ADMERICA, on June 6, 2019.

These trends are worth marketers’ attention now, because their importance will only become magnified in the future

Counties with the largest numeric growth are all located in the south and the west, with counties in Texas taking four out of the top 10 spots according to new U.S. Census Bureau population estimates. By metropolitan area, Dallas-Fort Worth-Arlington, Texas, had the largest numeric growth with a gain of 131,767 (1.8 percent) in 2018, followed by Phoenix-Mesa-Scottsdale, Ariz. with an increase of 96,268 (2.0 percent). Migration, both domestic and international, as well as natural increase contributed to the growth in each of these areas, with natural increase serving as the largest source of population growth in Dallas and domestic migration serving as the largest source in Phoenix.

Digital identification, or “digital ID,” can be authenticated unambiguously through a digital channel, unlocking access to banking, government benefits, education, and many other critical services. The risks and potential for misuse of digital ID are real and deserve careful attention. When well-designed, digital ID not only enables civic and social empowerment, but also makes possible real and inclusive economic gains—a less well understood aspect of the technology. In this research, we develop a framework to understand the potential economic impact of digital ID, informed by an analysis of nearly 100 ways in which digital ID can be used in Brazil, China, Ethiopia, India, Nigeria, the United Kingdom, and the United States.

In a January poll of 105 US digital marketers by the Interactive Advertising Bureau (IAB) and Winterberry Group, analytics and measurement tasks were the use cases that marketers expected would occupy most of their time and attention this year. IAB’s 2018 study on the same topic produced similar results.

As ads during this year’s Super Bowl featuring Harrison Ford, Sarah Jessica Parker, and Jeff Bridges show, brands can still get a great deal of impact with a high-profile campaign featuring the right celebrity spokesperson. But what is changing is how brands are hiring and activating celebrity endorsers, especially as digital and social channels provide fans more access to celebrities they’re eager to get content from, even in the form of an ad.