Agency

Marketers want to follow customers in real time, but outdated technology often stands in their way.

The Department of Commerce, which has oversight of the 2020 census, has approved the addition of a new census question that asks, “Is this person a citizen of the United States?” ANA members are concerned that the addition of a citizenship question would depress response among both non-citizens and their families (even if family members are indeed citizens). That runs the risk of non-respondent bias by significantly undercounting immigrant, minority and low-income populations. As one ANA member stated: “I believe that undocumented people will not report their presence and therefore the census will be under-reported, therefore skewing data, messing up budgets and providing inaccurate reporting.”  By Bill Duggan / ANA

The world has never been more connected, and U.S. audiences have never had as many options to access content as they do these days. In short, consumers in the U.S. seem like they can’t get enough content, and the possibilities for marketers to reach them, while fragmented, is an opportunity that is just too good to pass on.

Emilio Guede Fernández, a pioneer of advertising film production in Puerto Rico, died in Miami last Saturday, July 28th, at the age 90. He was the founder of Guede Films, in Guaynabo, Puerto Rico, a company that opened up offices in New York to service the U.S. Hispanic Market and had offices in Guatemala, Colombia and Panama. Guede was a cinematographer who worked as director and photographer on many television spots for many ad agencies in Puerto Rico, Latin America and the United States. A list of his commercials or those produced by his company includes brands such as AT&T, Procter & Gamble, Colgate-Palmolive, McDonald’s, Kentucky Fried Chicken, Banco Popular and many others.

According to some data brokers, I’m a married woman in her mid-50s with a master’s degree earning enough money to make a solid down payment on a nice townhouse in New York City. Ad buyers who purchase data blindly will be sad to find out that I’m not a fancy lady; I’m just a millennial dude who relies on ad tech swag for a third of my wardrobe.

Good design ought to make a product or service more convenient, easier, and more enjoyable to use; not just visually attractive or distinctive. But what evidence do we have that people will pay more for a well-designed product?  by Nigel Hollis

Marketers know that data is becoming more important to their livelihoods. But getting tech vendors to make good on their promises is often a tall task.

The concept of trust has usually been associated with stasis more than change. It brings up images of age-old, time-tested, large, solid brands and organizations with large and loyal user bases.

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

• It’s a global crisis.
• Loneliness.
• Not to be confused with solitude.

The National Hispanic Public Relations Association (HPRA) is proud to recognize Ilia Calderon, co-anchor of Noticiero Univision and Jorge A. Plasencia, co-founder, chairman and CEO of Republica, as recipients of the 2018 BRAVO! Journalist and Pioneer of the Year Award, respectively.

There’s no shortage of evidence and industry opinion to suggest that digital advertising is killing the art of brand building. Whether it’s Binet and Field’s superb work for the IPA or Simon White’s article in AdAge, the consensus is clear; the expansion of digital has generated greater efficiency in sales conversion, at the expense of long-term brand growth.  by Guest Contributor Josh Samuels / Kantar Millward Brown

Whether you’re an executive at the source of product supply, in the engine room of shopper attraction, or at the point of commercial transaction, AI-enriched data analysis has now become essential to customer engagement success.  

d expósito & Partners scored a big win for both the Agency and the Hispanic advertising industry, being recognized as a finalist in the 2018 North American Effies in the Multicultural & Lifestyle Segments category.

Within and beyond the traditional brick-and-mortar store, retail is conti nuously evolving. The direct-to-consumer movement is blurring the lines between retail and brands, creating more competition but also more partnership opportunities. Now more than ever retailers and brands have to be everywhere their customers are and have to keep a close eye on where they’re headed next.

Clashing egos and feuds over the company’s future have engulfed the U.S.’s largest Spanish-language broadcasting outlet, according to The Wall Street Journal.  Is Univision, the company that Jerry Perenchio built with $400 Million and sold for $13 Billion crumbling?  By Gene Bryan / HispanicAD

A new survey data, recently released from the boutique PR firm Bospar, turned an eye on the ethics of the PR industry. The survey revealed how many PR professionals are willing to cross ethical boundaries to secure coverage. The survey zeroed in on PR professionals to determine where they draw the line between right and wrong.

As the first week of August approaches, retailers are focusing their promotions and expanding their offerings to capture the $27.5 billion families are expected to spend on new clothes, electronics, shoes and other supplies for their kids this back-to-school season. And with one in four kids belonging to Hispanic families, the U.S. Hispanic consumer is a critical driver of how families shop and spend.

After years of being in the doldrums, U.S. retail spending showed a significant uptick in the first quarter of 2018, and Hispanic communities are a key contributor, according to The NPD Group. 

According to Deadline.com, Univision is announcing layoffs this morning, the next major step in the Hispanic media giant’s complete makeover. Numbers are not specified in the company-wide memo, but a source close to the company tells Deadline 6% of jobs will be eliminated. Before the reductions, the company had a workforce of about 4,000 people, meaning the ranks of the departed will number about 250.    You can read full article and memo to Univision staff.  Source Deadline.com

Entravision Communications Corporation announced it has promoted Adam Lichtiger to Senior Vice President of Sales in Washington, D.C., effective immediately.