Agency

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

• Marketers have learned the hard way that their brand endorsers and spokespersons must be meticulously vetted.
• The adored football/basketball star of today could be in trouble tomorrow for kneeling during the National Anthem, ODing on a cocktail of blue woody pills & Medellín’s finest or embroiling himself in an illegal dog fighting ring.
• Conversely, we’ve also learned as of late that the public can not only be surprisingly forgiving but also utterly amnesiac.
• The breakneck speed of the 24-hour news & social media cycle does that to people.

Just as we were ready to close this issue of HispanicAd, big news came of a huge accomplishment for our Hispanic Advertising and Marketing Industry as a whole. Daisy Expósito-Ulla has been inducted into the Advertising Hall of Fame of America. She was also this year’s choice for The David Bell Award.  By Gene Bryan / HispanicAd

Americans consistently think things are worse than they are across a broad range of topics from terrorism and crime to sugar consumption.

It’s all CIOs can do to keep up with each new disruptive technology—blockchain, cognitive, digital reality—and incorporate them into specific organizational domains. But there’s a better way to understand and use today’s profound changes: to see these technological forces as complementary, working in harmony.

HispanicAd.com has learned that Daisy Expósito-Ulla the iconic, multi-awarded advertising industry leader, has been inducted into the AAF Hall of Fame, what is undoubtedly the highest honor bestowed by America’s Advertising Industry.

Stephen Phillips, CEO of ZappiStore, and Daren Poole, Global Brand Director Creative Development at Kantar Millward Brown, acknowledge that some marketers have doubts about testing digital ads but assert that testing not only improves performance now it helps build learning for the future. They give the example of RB which, working with Kantar Millward Brown and ZappiStore, rolled out a fully automated creative testing process allowing RB to test more content, more quickly and improve results at the same time.  by Nigel Hollis

On the day Hollywood kicks off its awards season with the announcement of the 2018 Golden Globe nominees, a national nonprofit that addresses high unemployment among multicultural young adults is asking the industry to take intentional steps to diversify talent working on set, from the actors on screen to the key grips, writers and post-production professionals behind the scenes.

More than 90% of small business workers in the five top Hispanic metro areas of the United States do not have access to employer-sponsored retirement savings accounts, according to the study published by Finhabits: 2017 Latino Small Business Workers Lack Retirement Savings.

In the latest episode of “Behind the Numbers,” eMarketer analyst Paul Verna talks about key events in the digital video industry, including programmatic video ad spending and original content.

ThinkNow Research released 2017 Total Market Trends Year End Review, identifying the trends that shaped multicultural marketing this year. The report includes a review of multicultural research studies issued by ThinkNow Research from consumer sentiment to consumer electronics purchasing habits to media consumption preferences.

Everyone in marketing is talking about System 1, and with good reason.

Influencer marketing is one of the industry’s trendy flavors. Connecting consumers with brands through the voices (and images and videos) of celebrities. Or through anyone with influence.

Hispanic shoppers are more profitable than total U.S. shoppers, and although their spending per trip is comparable, Hispanics actually shop more frequently across all grocery trip types.

Like “strategy” and “analytics,” “design” is a term that suffers from misuse. Design is not just about making objects pretty. Design is the process of understanding customer needs and then creating a product or service—physical, digital, or both—that addresses their unmet needs. It sounds simple, but it’s actually a high bar: the design must simultaneously achieve functional utility, emotional connection, and ease of use, while fitting into customers’ broader experience.

If you had questions about whether the U.S. Hispanic market should be in your marketing sights for 2018, we’re here to answer with a resounding SÍ.

When people see a powerful brand, they often wonder where it came from. 

Computers don’t cry during sad stories, but they can tell when we will.

The California Milk Processor Board (CMPB), creators of the iconic got milk? campaign, has announced that they are consolidating advertising efforts to a single agency – GALLEGOS United.

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

• You might’ve seen the meme: “Stop making stupid people famous”.
• It’s been bouncing around the interwebs in various forms for quite a while.
• It’s purpose is quite self-explanatory: it is calling into question our collective drooling fascination with untalented imbeciles who subsequently become cyber celebs.

Segmentation of the U.S. Hispanic population has evolved through the years as Hispanic marketing has gone from a novel idea to a lifeline among brands in desperate pursuit of new markets. Once driven primarily by language (Spanish-dominant to English-dominant), segmentation became more granular, looking closer at acculturation levels (less acculturated to more acculturated) to craft a more relevant marketing message.  by Mario Carrasco / Think Now