Agency

The practice of celebrity endorsements appears to be in trouble with at least one key demographic—millennials.

In an era marked by rapid advances in automation and artificial intelligence, new research assesses the jobs lost and jobs gained under different scenarios through 2030.

In response to brand safety concerns over the past six months, nearly six in 10 US CMOs surveyed in November 2017 said they’ve increased their spending on channels that can prove they are brand safe, and almost as many respondents said they’ve reviewed their agency relationships.

It’s no secret that in addition to traditional television, viewers also have access to a plethora of subscription video on demand content and virtual multi-channel providers. As the options for these streaming services have grown, so have the means by which viewers can view them on their TV screens.  Consumers, in turn, are taking action.

The level of well-being of young American women (ages 16 to 34) rose significantly for members of the Baby Boom generation but hit a wall for women in subsequent generations, the Population Reference Bureau (PRB) concludes in a new report.

We’re all familiar with “Plan B.”  It emerges out of the haze when Plan A has self-destructed for one of a thousand reasons.  An unexpected snowstorm cancels our flight. We’ll have to scrub a key meeting.  Too bad.  On to Plan B.  If  there is no Plan B, we’ll have to improvise.  We’re usually unhappy with Plan B.  It’s a necessity, born of circumstance.  We shrug our shoulders, wistful and disappointed.  Oh, well.  Plan A was so much better!  But … it isn’t happening.  By Michael Farmer

Today’s Latina is ambicultural, seamlessly identifying as American while also retaining strong connections to her native culture. One of the ways she stays connected to her roots is through music. Whether it’s on radio or streaming services, Latinas’ consumption behavior and preferences reflect how their lives revolve around music.

As more advertisers start to explore the benefits of connected TV and over-the-top (OTT) services, buyers and sellers are facing a slew of challenges. eMarketer’s Lauren Fisher spoke with Ryan Reed, director of innovation for TV and video at Lotame, about the major hurdles on both sides of the spectrum, including what’s holding up programmatic trading of connected TV and OTT inventory.

As far as choice goes, there’s never been a better time to be a consumer. Thanks to globalization and connectivity, consumers around the world have access to a wider array of products than ever—a trend that’s likely to continue going forward. And the bevy of choice involves products and services from both multinational and local brands. So in an era of massive choice, how much weight does the “made in” moniker carry when it comes to purchase motivation?

This past year marked a turning point for the White Non-Hispanic population which declined for the first time ever, 10 years before the U.S. Census projection. Multicultural segments made up 100% of U.S. population growth last year according to recently released 2016 ACS. While U.S. population growth is slowing overall, Multicultural segments are driving the expansion of the U.S. consumer base making up 4 in 10 Americans with Hispanics continuing to drive half of the entire U.S. growth and the Other/Mixed Race segment delivering the fastest growth. Looking to the future, the Multicultural population in the U.S. is projected to reach 131 million in 2018. This tipping point is causing many marketers to reconsider with which segments to lead their growth efforts.

A recent study shows that 55% of U.S. Hispanics identify as bicultural. It’s important now more than ever to represent bicultural Latinos and tell their stories. Verizon is at the forefront of this storytelling with their most recent dedicated and original Spanish/bilingual ad for Verizon Fios starring American actor Gaten Matarazzo (known for his role as “Dustin Hendersen” in “Stranger Things” (2017), the thrilling Netflix sci-fi drama) and actor Marcel Ruiz (known for his role of “Alex Alvarez,” in the Netflix’s 2017 reboot of “One Day at a Time”), portraying bicultural families in a fun and creative way with relatable family dynamics.

The difference between connecting and pandering to your Hispanic consumer is a fine line. When you reach out to Hispanics solely for your needs and with little authenticity (soccer balls and Mariachis everywhere!), you’re pandering. When you reach out to address mutual needs in an authentic way, you’re connecting. Awareness of this difference can mean gaining the loyalty of your audience versus being an object of ridicule, as politicians from Hillary Clinton to Donald Trump, as well as major brands have learned.  By Lee Vann / Capture Group

NBCUniversal Telemundo Enterprises and consumer intelligence firm Maru/Matchbox have announced an innovative partnership and a first for the Hispanic market: a combined insight community, spanning the full spectrum of U.S. Hispanics across variables such as country of origin, language in the household and acculturation level.

RAZE, the Hispanic digital media and production company founded by “Modern Family” star Sofia Vergara and seasoned industry leaders Emiliano Calemzuk and Luis Balaguer, was the recipient of the first-ever PromaxBDA Latin America’s “Game Changer Award.”

An examination of Facebook and Instagram campaigns measured by Kantar Millward Brown finds longer-term brand impact is boosted when brands communicate in a more personable and human way. How do you do that? Think of the audience as human beings to be engaged not targets to be cajoled.  by Nigel Hollis

In the fifth and final episode of our “Critical Challenges” series, we dig into the topic of brand safety, featuring highlights from our one-to-one interviews with top marketing executives from around the world.

Univision Communications Inc. announced the appointment of Antonio Roman to senior vice president, Local Media New York Sales for Univision New York. Roman will lead the company’s NY-based sales teams across TV, Digital, Radio and Experiential Marketing.

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

• Last week I waxed poetic about the Hollywood film industry and its blatant double standards.
• The self-proclaimed hotbed of progressive liberalism where greed, sexism, bullying and the exaltation of gun violence is the order of the day.
• Granted, we ad people might not have the highest moral cred to point fingers when it comes to hypocrisy.
• In the ad biz we’re all staunchly anti-tobacco until Philip Morris sends us an RFP.
• Our principles are malleable to say the least.
• In any case, let’s move west of Madison Avenue and north of the Hollywood hills.
• Welcome to Silicon Valley.

A new analysis by Korn Ferry shows that while there are still very few Hispanics on large corporate boards, there are signs of improvement.  The study finds that the percentage of Hispanics on Fortune 500 Boards has remained stagnant since 2015, with 2.6 percent of board members being Hispanic as of summer 2017, and 2.5 percent at the end of 2015. Three-quarters of Fortune 500 companies have no Hispanic board members.

Customer behavior and purchase decision-making is growing increasingly complex, driven by multiple factors that include accelerated mass adoption of new technologies and mobility, according to KPMG. In a new KPMG report, Me, My Life, My Wallet, the firm introduces a new customer engagement framework that is designed to help businesses understand the forces that influence decision-making and preferences of today’s customers.