Agency

Economic momentum is accelerating. CEOs around the world sense the opportunities for expanding in the US through 2018.

Account managers were giants of accountability during the Mad Men era, when agencies were paid by media commissions and it was important to convince client executives, up and down the line, that high media spending was good for brands.  Everyone benefited from this.  TV advertising was effective, so clients and brands benefited from this account management salesmanship.  TV advertising unleashed the agency’s creative capabilities and allowed creatives to flourish and do their best work.  Senior account people sold the agency’s creative ideas to their clients, acting as intermediaries (for better or worse), solidifying account executives’ credibility in the eyes of their clients.  Although there were plenty of turf wars between the “suits” and the “creatives,” the overall process assured a high degree of unity, purpose and intimacy with clients.  Finally, and not insignificantly, agencies made a lot of money — much more than they earn today.  By Michael Farmer

Every day, people watch billions of videos.  By Arielle Kimbarovsky

The old industry adage of garbage in, garbage out couldn’t be more applicable when it comes to advanced demographics.

Some marketers have despaired of ever being able to connect a sales impact to a specific and unique element of complex and multi-faced marketing plans – preferring instead to use their “gut” to guide marketing decisions and to rely on anecdote or vanity metrics to justify the results. However, in our era of data-driven marketing, this “know-nothing” approach has become increasingly untenable as CFOs and CEOs demand more exacting demonstrations of marketing ROI.

The Interactive Advertising Bureau (IAB) released the preliminary schedule for the 2018 Digital Content NewFronts, showcasing the latest in original digital video programming from some of the biggest names in entertainment, news, and information, as well as new leading-edge content creators.

Tecate announced an evolution to their award winning “Born Bold” campaign introduced in 2015 called “We Are Bold.” The new campaign is built around four friends’ brotherly bond while emphasizing the camaraderie, rivalries and unspoken, yet understood inside jokes during their regular barbecues (BBQ).

Adtaxi released the results of its Super Bowl Viewership and Consumer Streaming Trends Survey, an in-depth look at how consumers nationwide will be watching the Super Bowl, as well as an examination of their digital streaming habits more broadly. Although movies and television series still dominate the streaming world, there are important opportunities for digital advertisers to reach consumers while viewing major sporting events—namely through social media.

The new book “Auténtico, The Definitive Guide to Latino Career Success” is co-authored by Latino executives Andrés Tomás Tapia, a senior partner and Inclusion Strategies Solutions leader at Korn Ferry, and Robert Rodríguez, PhD.

AHAA: The Voice of Hispanic Marketing unveiled to its members that it is rebranding itself under a new name: Culture Marketing Council: The Voice of Hispanic Marketing (CMC).

The Hispanic Public Relations Association (HPRA) voted to elect Veronica Potes, NBCUniversal, president of the 2018 HPRA Executive Board. Potes has been a part of the organization for more than a decade. Rosemary Ravinal, Univision Communications Inc., will serve as president-elect for 2018.

The top types of brand-unsafe content that marketers said they or their brands had been exposed to were disasters/tragedies (39%), divisive politics (39%) and fake news (39%). However, almost one-third also said their content had appeared too closely to that of a competitor, underscoring how broad a definition respondents had about unsafe content.

There has never been a more exciting— or a more complicated— time to be in the OTT business. With new virtual MVPDs (vMPVDs) and even social media players like Facebook and Twitter entering the already-crowded over-the-top space, understanding the changing OTT market has never been more important.  Our latest white paper, 8 Trends Shaping the OTT Space, sheds light on some of the key trends crucial to understanding how this market is evolving.

The FIFA World Cup, as you probably already know, is the ultimate sports competition in the world, showcasing premier level soccer stars playing with their national teams. This tournament takes place every four years, but what you might not know is that there’s another battle that happens behind the scenes: it’s a competition between brands to outfit and sponsor each national team.  By Vicente Navarro, partner and vice president of business development at AC&M Group

Food Marketing Institute (FMI) and Nielsen released their second year findings of its “Digitally Engaged Food Shopper” study.  Building on the joint research findings issued in 2017, this second set of insights examines what food and beverage manufacturers and brick-and-mortar retailers need to do to ready themselves for the rising digital grocery landscape, identifying six digital imperatives for omnichannel success.

Miami based the community has been assigned AOR responsibilities for Domino’s.  The agency will handle 360-degree efforts in the mainstream and US Hispanic markets.

Lizette William’s initial assignment will be Head of Cultural Engagement at McDonald’s.  Prior to joining McDonald’s, Ms. Williams worked at Kimberly-Clark and PepsiCo.

Being a simple chap, I like to divide the bulk of the media agency world up into planners and buyers.  I know everyone has far smarter and possibly more accurately descriptive job titles these days, but fundamentally you’re either a “hot” buyer (driven by the deal) or a “cool” planner (driven by the data).  By Brian Jacob

Marketers today need fast feedback on whether their campaigns are likely to succeed or not. While automated pre-testing provides the opportunity to anticipate how well a campaign will perform, many will still want to check whether the in-market performance is on track for success and properly analyzed search and social data can help provide that feedback.  by Nigel Hollis

But older consumers remain comparatively wary