Agency

Chapter Two:  Hispanic Americans – There have been Hispanics living in the present-day United States since the Spanish started roaming around Florida looking for the Fountain of Youth. But it was the 1980 Census that led some white Americans to wonder whether the country was “browning.” The Census made headlines when it proclaimed that there were 14.6 million Hispanics living in the U.S., an increase of over 50 percent from 1970. By 1990, the number, largely driven by immigration, had increased to 22.4 million. Headlines were made again, big time, when the 2000 Census showed that there were 35.3 million, meaning that Hispanics had surpassed African Americans as the largest minority in the country. In 2018, that number was more than 60 million, over 18 percent of the U.S. population. The number of Hispanics in the U.S. is expected to grow to 106 million by 2050, at which time Hispanics will make up nearly 30 percent of the population.  By David Morse / New America Dimensions

Consumer confidence among Hispanics in the U.S. improved in the fourth quarter of 2018 as optimism continued to grow about their financial situation as well as the economic outlook for the U.S., according to a new national consumer sentiment index conducted by the Florida Atlantic University Business and Economics Polling Initiative (FAU BEPI) in FAU’s College of Business.

It’s CES week, meaning that all that’s happening will stay in Vegas. Yes, you are attending a ton of meetings and presentations, and perhaps even find time to walk the floor and get dazzled with all the latest shiny objects.

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

• If you are a government official vulnerable to blackmail because, say, a foreign power has a “kompromat” in its possession (eg; a salacious video of your naked self canoodling with a sex worker in a hotel room), it is not a privacy issue, it is a matter of integrity.
• “Never do or say anything you wouldn’t do or say in front of your kids.”
• Or in front of your constituents.
• Or your significant other.

The winds of change have once again impacted one of our key Hispanic & Multicultural ad agencies.  At the end of 2018, WPP parent corporation of Grey decided based on pressure from key clients like Proctor & Gamble, that multicultural talent needs to be integrated in all vertical and horizontal levels in the agency structure.  WING employees and talent will be integrated under the Grey New York agency and will not function as an separate division within the WPP and Grey Network.

Advertisers across industries share a common challenge: how to know which marketing activities are actually driving profit and which are wasting spend.  One way to answer these questions is a measurement approach called marketing mix modeling. Marketing mix modeling calculates the total effect that every marketing channel and its key dimensions, such as product and geography, have on sales and other performance metrics, while controlling for exogenous factors such as weather and seasonality that impact business performance.

Twenty-seven million Americans are starting or running new businesses, based on data reported in the 2017 Global Entrepreneurship Monitor United States Report: National Entrepreneurial Assessment for the United States of America released by Babson College.    

No longer a futurist’s daydream, artificial intelligence (AI) is attracting significant investment and growing quickly. According to a December 2018 estimate from tech research firm Tractica, the direct and indirect application of AI software generated $5.4 billion in worldwide revenues in 2017, and is forecast to produce a whopping $105.8 billion by 2025.

2019 is here, and with it, a flood of advertising industry predictions. From an agency new business perspective, we can expect ongoing change (which has become the norm) and a continuation of trends from previous years. Unlike previous years, the potential for these trends to touch your agency’s new business outcomes and bottom line seems greater.  By Mark Duval – The Duval Partnership

Shoe Carnival has selected McCann as its agency of record for integrated marketing services. The McCann team will include specialty agencies Compass Point (Media AOR), Casanova (Hispanic strategy, media and creative), MRM//McCann (digital strategy and technology) and Momentum/Chase (Shopper Strategy).

Univision Communications unveiled its digital and social media programming slate for the new season of “Mira Quién Baila All Stars” (Look Who’s Dancing or MQB), the megahit reality competition series starring celebrities showing off their best dance moves for good causes.

The future of real estate will be significantly influenced by women, millennials and Hispanics, according to realtor.com’s analysis of first names on 2018 home sales deeds.

TurboTax, from Intuit Inc, announced that its TurboTax Blog will now be available in both Spanish and English, making it one of the most comprehensive free tax information resources available to U.S. Spanish-speaking audiences.

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Over the years, the TV commercial has become a favorite whipping post, under attack from TV “visionaries,” agencies and marketers sounding off in the press, or at the hands of consumer outrage on social platforms.

The advertising industry lost a pioneer and friend on January 1, when Cynthia-Perkins Roberts passed away. Cynthia was VP of diversity marketing and business development at our sister industry trade association, the Video Advertising Bureau (VAB).

Chapter One:  Melting Pots, Multiculturalism, and Marketing to the New America  Early in his 2016 U.S. presidential campaign, Republican candidate and billionaire real estate mogul, Donald Trump, won popular support promising to build a wall along the Mexican border, throw the Mexicans back, and ban Muslim immigration.  In support of Trump, self-described “race realists” popped up on conservative talk radio, television, and internet decrying blacks for “playing the race card” and accusing President Barack Obama of policies favoring blacks to the detriment of whites.  Said one Long Island housewife in a New York Times interview, “Everyone’s sticking together in their groups, so white people have to, too.”  By David Morse / New America Dimensions

The TV and OTT landscapes continues to shift and slide as consumers adopt digital video and streaming options, and the companies producing long-form content make bets on where audiences will spend their time. Here are eight digital video market predictions for 2019.

Time was, the future of OTT (over-the-top) was understood as the ability for users to watch whatever they wanted, only what they wanted, whenever and on whatever device they wanted.   Oh, and the viewing would mostly be free or much cheaper than cable bundles and feature fewer or no annoying ads.  This idea was born of technology visionaries who weren’t really thinking through user behaviors, let alone realistic business models. 

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

• Imagine if you knew exactly how much your boss makes.
• Imagine if you knew exactly how much the dealer and the manufacturer are profiting on that new car you want to buy.
• Apply this to every transaction: from groceries to taxes, from healthcare to education.
• We’d do away with most of the drama of everyday life.