Agency

With so many video options available today, it’s easy to get tunnel vision—especially when it comes to newer options like streaming and connected TV. But, despite the variety of devices and channels Americans now have to choose from, TV viewing remains their top media option.

The magnitude and pace of change in the US market have undermined traditional growth models for many consumer-packaged-goods companies, especially larger ones. Companies need to combine greater agility with new types of scale advantage to compete more effectively.

Successful personalization at scale requires four elements working in tandem. Here’s how marketing leaders build the operating model to make that happen.

Brand loyalty is somewhat habit-based. Consumers buy products because their parents bought them, passing brand equity from generation to generation. Marketers know this and often leverage that heritage with customers, but in a world where there is disruptive competition for brand loyalty, is heritage marketing still viable?  By Amelia Duggan

Buying media from an unwired network was similar to a game of pin the tail on the donkey.  It was labor-intensive (local invoices for days), hitting your target was never guaranteed and all parties were left with a dizzying feeling.  Thanks to upgrades in technology — think machine learning — those days are gone.

Executives increasingly are recognizing zero-based budgeting (ZBB)1 for its ability to extract cost savings and transform a company’s culture related to its spending approach. This process then reallocates funds to higher-value priorities that focus the organization—from top to bottom. One element that sets ZBB apart from other cost-reduction measures is that it enables the organization to make active, well-considered choices about spending rather than merely revise the ongoing trajectory of prior spending.

The truth of the matter is that amidst the extreme change (with a splash of chaos) that our industry is currently experiencing, it’s our job to change the story that, in my opinion, seems to have gotten away from us.  Only if WE change the story, can WE change the outcome.  So what’s the story I’m hearing out in the marketplace?  It depends who you ask, but for some it’s “Spanish-language media is dying.”  For others, it’s “Total Market is killing our industry,” or “no one can seem to get the in-culture formula right.”  To me, it’s all just negative bullshit.  No one is immune to the shift the media and marketing industry is experiencing for more reasons than I can count on two hands (that’s ten fingers, folks).  By David Chitel / NGL Collective

At what point does a company become competition to others already in the market? For many large, multinational global brands, other companies don’t become competition until they’re operating at the same scale and in similar markets. As a result, global companies often don’t pay much attention to the small brands that operate well outside of their global peripheral vision.

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

The Stanford Latino Entrepreneurship Initiative is amassing a huge database and network to nourish the fast-growing sector.

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.

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

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.

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.

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.

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.

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

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

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.

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