Agency

As Co-President and Chief Operating Officer of Alma Isaac Mizrahi begins his term as chair of AHAA: The Voice of Hispanic Marketing, three new members have joined its Board of Directors. Stacie de Armas, vice president of strategic initiatives & consumer engagement at Nielsen; Christian Martínez, head of U.S. multicultural sales for Facebook; and Marco Vega, co-founder of We Believers, will work closely with AHAA’s governing bodies, committees and executive director to support the organization’s strategic plan, which elevates the quality of Hispanic marketing in the U.S. and focuses on the value of segmentation and power of specialization.

The ANA Alliance for Inclusive & Multicultural Marketing (AIMM) today announced a set of key priorities for the coming year that are specifically designed to help marketers increase their focus on multicultural marketing to help drive overall corporate growth.

Nielsen launched Marketing Budget Explorer.  Streamlining the media planning process, Nielsen’s new media budget forecasting solution is an intuitive, web-based simulation tool that will enable brand marketers to easily evaluate thousands of combinations of marketing allocations and budget options, to make more informed, media planning decisions.

As a researcher who has worked in the sample industry for over a decade, I was surprised that I had never asked myself the question, “why do people take online surveys?” It’s a practice that we just kind of take for granted in our industry. Researchers often assume that the primary driver is incentives, as every panel gives some sort of incentive to panelists to encourage participation. But because the incentives are small, there must be a more fundamental reason people take the time to check a few boxes.  By Mario X. Carrasco – Co-Founder and Principal of ThinkNow Research

More and more millennials are finally earning and spending serious money. But millennials’ finances often remain fragile, constraining their expenditures. When they make purchase decisions, marketing is just part of what influences where their money goes.

Today’s marketers are in constant competition for consumers’ attention – not just with each other but also with people’s social feeds.  Consumers have more ways than ever to discover, research, purchase and promote products and services, but what content and sources do people seek out, trust and find most influential?

Nielsen announced an agreement to use Comcast’s set-top box data in its local television measurement service. With this agreement, Comcast becomes the fourth major cable or satellite provider whose non-personally identifiable TV viewing data is being integrated with Nielsen’s comprehensive panel data.

Whenever there is an outbreak of the measles, mumps or some other vaccine preventable infectious disease we hear a lot about herd immunity. The notion that if 90%-95% of a population is vaccinated infectious diseases cannot get a toehold in a population. This idea, however, may be providing us a false sense of security because for herd immunity to work, vaccinated individuals need to be distributed evenly among a population to act as buffers against transmission and it turns out they’re not.

Twenty-eight years! Why did we wait so long to tie the knot? Well, it wasn’t legal until June 26, of 2015. But we could have had a non-legally binding commitment ceremony or filed to be a civil union years ago.  But another way to look at it is, why get married at all? It won’t change who we are and what we feel for each other, not really. Is it for the benefits? Sure, that’s a small part of it. Is it to declare our love for each other, and announce it to the world? Okay, that too. Part of the matter is, and this is why we’ve waited so long, and why we’re doing it at all: same sex partners have fought hard for the right to marry. It was a stunning achievement, something nearly unthinkable 28 years ago, certainly unthinkable when I was a boy growing up in the blue-collar mill town of Manchester, New Hampshire, in the 1970s.  By David Morse – New America Dimensions

Growth has become hard to come by for many industries around the globe, and uneasy political and economic environments have made it even more difficult for agencies as companies curtail their ad and marketing spending.  By David Hohman, Managing Director, Nielsen Agency Solutions

If you are running a big brand it must seem like you have a large target painted on your back. Every other brand in the category wants a share of what you already have. And stories of big brands losing out to newcomers are everywhere. But are big brands really dying?  by Nigel Hollis

The pace of change in today’s corporate world is astonishing. A quick glance at the most highly valued companies of 2017 compared to those in 1990 will make obvious how rapidly things have changed on Wall Street and board rooms across the nation. In 1990, the most highly valued companies in the U.S. included mostly petroleum, automotive and prior generation electronics whereas today, companies like Apple, Comcast, Tesla, Facebook, Google and Amazon have quickly taken prominent positions as employers, innovators and highly sought-after blue chip stocks. 

By César M Melgoza, Founder & CEO of Geoscape

Is it blasphemous to say CMOs have outlived their usefulness? Marketing looks nothing like it did 10 years ago, yet the title of CMO still lingers like that well-worn suit in the back of your closet.

US consumers are spending more time with their digital devices than ever before, and that holds true while they’re already watching something else. eMarketer estimates 177.7 million adults will regularly use a second-screen device while watching TV this year, an increase of 5.1% vs. 2016.

To most industry experts, at forums like ANA and elsewhere, the only sure thing in advertising these days seems to be changed. Forecasters keep painting a future about the profitability of digital over analog and all things; Google competes successfully with the Global giants of Advertising; and Facebook reveals the powers of the 6-second spot. Where are we these days? Enter the growing content-creation activity by agencies.

Category winners in the 17th annual Association of National Advertisers’ Multicultural Excellence Awards competition were announced.

At the start of 2017, the new administration and Congress set tax reform as one of their highest priorities. As work on that began in earnest, it became clear that the reduction in the full deductibility of advertising was once again in play.

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

• We shop to fill the void of our existential tedium.
• We live to shop and we shop to live.
• We shop, therefore we are.
• Shop, return, repeat.

What customers want and what businesses think they want are often two different things. Here’s what customers are looking for.  Anyone who has gotten an unsolicited and irrelevant offer related to something they’ve done online knows that creepy feeling that “someone is watching me.” This kind of reaction is the third rail of today’s drive to personalize interactions with customers.  By Julien Boudet, Brian Gregg, Jane Wong, and Gustavo Schuler

A new fiscal year is in sight and you still have no measurable Hispanic or multicultural budget. You’ve shown the C-suite the purchasing power numbers, the demographic trends, and the generational trends to no avail. Well, you’re not alone; 49% of respondents in a recent CMO Council study admitted they do not have a multicultural marketing initiative in place.