Agency

Customer experience has become one of the biggest areas of business focus across industries, and it might be even more vital for retailers to foster the buyer-merchant relationship.

Randall Rothenberg, President/CEO of the Interactive Advertising Bureau (IAB), credits 2010 as the start of the direct-to-consumer brand revolution. That was the year Warby Parker was founded. But while a few direct-to-consumer brands have become relatively famous – like Dollar Shave Club which was acquired by Unilever for $1 billion – most remain largely unknown. What will the future bring?  by Nigel Hollis

Media integration is a very important topic for advertising and marketing executives seeking to build brand awareness and sales with multicultural consumers. But, what is the mindset of the client when preparing a Hispanic media buy? Is radio an important part of the media mix right from the start? This latest Hispanic Radio Podcast with Zubi Advertising’s Isabella Sanchez provides some answers.

Mobile checkout is shaping up to be a big theme in 2018, but some restaurants are implementing digital kiosks in addition to offering mobile ordering apps. It’s just one more option for customers to choose from in an increasingly consumer-focused world.

Telemundo, the exclusive Spanish-language home of the 2018 FIFA World Cup RussiaTM, and Google announced a partnership that will bring Telemundo’s Spanish-language World Cup content to Google and YouTube for soccer fans across the U.S.

Women have faced many challenges throughout history, and the list is long of those who overcame adversity and became influential, inspirational figures.

HMG, the parent company of Hispanicize Events, announced that Cristy Clavijo-Kish and Katherine Johnson-Gunn have been named to lead the Hispanicize Events management team and are responsible for the planning and execution of all Hispanicize events. 

HispanicAd and the Culture Marketing Council celebrated the first ever Grand Prix in Account Planning in the US Hispanic Market after ten (10) years of our Account Planning Excellence Competition.  The recognition was bestowed to AARP and New York based d expósito & Partners team for excellence in the HispanicAd Culture Account Planning Excellence (C.A.P.E.) awards competition.  This is a first for our Industry and we look forward to more great account planning excellence and hope our Industry account planners get motivated to hone their craft in culturally focused account planning.  We have set the benchmark.

The Culture Marketing Council: The Voice of Hispanic Marketing (CMC) announced the 2018 inductees of the CMC Hall of Fame, which recognizes a select group of visionaries, leaders and luminaries who have made significant contributions to the development and advancement of the Hispanic advertising and marketing field. Award-winning agency trailblazers Daisy Expósito-Ulla, Monica Lozano and her family of media pioneers, Nick Mendoza, and Hector and Norma Orcí will be recognized during an awards gala at the 2018 AHAA Annual Conference taking place on Tuesday, June 5 at the Loews Hollywood Hotel in Los Angeles.

Planning, tracking, and optimizing advertising and trade spend has become table stakes for marketers at many consumer-goods companies. Despite those advances, consumer promotions and engagement (CPE) remains something of a forgotten area of marketing spend.

‘Getting ethnic consumers’ is not just about leaving money on the table, it will determine which brands win or lose. We are at the tipping point where the American critical mass is Multicultural and ‘minority-majority’ is an oxymoron. The need to do Multicultural marketing right is painfully obvious.  By Liz Castells-Heard

Wonderful Pistachios announced that sportscaster and TV personality, Carmen Boquín, will serve as the brand’s ambassador during the most important soccer event in the world. 

The ANA (Association of National Advertisers), one of the oldest and most venerated trade association in the marketing industry, announced that it is acquiring another leading trade group, the Data & Marketing Association (formerly the Direct Marketing Association).

During the past few months I’ve noticed quite a few industry articles (which I won’t list) focusing on the “do’s and don’ts” of marketing to Hispanics. However, the issue here is not about what not to do; the issue here is about doing! Stop thinking, and DO.  by Andy Checo / Havas Formula

In the latest episode of eMarketer’s “Behind the Numbers” podcast, we discuss a series of TV commercials from industry giants like Uber and Facebook that attempt to acknowledge their mistakes and move on. But will these ads work?

Inclusive advertising is a topic many marketers are talking about. While creating the perfect inclusive ads can be a balancing act, some brands are getting it right. Coca-Cola’s ‘Pool Boy’ campaign is a great example, but when a brand gets it wrong it isn’t long before we hear the backlash from consumers on social media, which then migrates quickly to broader media coverage.  by Guest Contributor Graham Page

Combate Americas, a Mixed Martial Arts (MMA) sports and multimedia entertainment company targeting Hispanics, announced the appointment of media industry veteran and former NBCUniversal executive, Jacqueline Hernandez, as Combate Americas President.

By Gonzalo López Martí – Creative director / LMMiami.com

• Throughout my decades-long career in advertising I have strongly advocated once and again for the use of casts of diverse ethnic backgrounds.
• Not because I am a progressive beacon of inclusivity (which I am, of course).
• I want my clients to sell more products and services.
• I want to make their cash registers ring.
• If the demographic composition of the markets where they peddle their wares shows that non-euro centric complexions are the majority, then let’s cast talent with non-euro centric complexions, right?
• Don’t be too sure.

Brands such as Noosa, Bai and Halo Top didn’t exist 10 years ago, but within a decade, they’ve changed the competitive landscape and become a major thorn in the side of big consumer products companies by capturing a disproportionate share of growth and, in some cases, radically disrupting profit pools.

The spread of mobile devices and rapid mobile data networks has transformed global media consumption in recent years. 24% of all media consumption across the world will be mobile this year, up from just 5% in 2011, according to Zenith’s Media Consumption Forecasts 2018, published today. By 2020 we expect this proportion to reach 28% as the mobile internet takes share from almost all other media. The rise of mobile is also forcing brands to transform the way they plan their communications across media, focusing less on channels and more on consumer mind-set as the distinctions between channels are eroded.