Agency

The findings indicate a growing consumer preference to make purchasing decisions based on their social media activity, a reality that favors B2C companies.

Today, the explosive growth of new digital content available via online video distribution networks such as YouTube competes directly with traditional broadcasting creating a new connected landscape with data at the center. With this shift in industry competition, media and entertainment companies aim to maximize content investment and return while providing a differentiated and exceptional customer experience.

A new display opening Sept. 12 within the museum’s “American Enterprise” exhibition will explore advertising history through the lens of Tejano singer Selena Quintanilla-Perez (1971 – 1995). In the 1960s and 1970s, Latinos in advertising and Spanish-language broadcasting began advocating for the buying power of Latino consumers. This exhibition case looks at the transition the advertising industry made from mass market to targeting specific demographic groups.

We Americans are obsessed with race. Turn on the news on any given day and you’re sure to be presented with the latest racial incident. Maybe a celebrity said something he or she should not have about race. Maybe the theme is the latest racial profiling incident.  Regrettably, in 2016, it might be the latest African-American man shot by a police officer.  By David Morse / New American Dimensions

Hennessy and Golden Boy Promotions announced a formal partnership that brings to life the spirit of Hennessy’s “Never stop. Never settle.” mantra, with content that tells the remarkable story of Saul “Canelo” Álvarez.

This year, US TV ad investment will expand just 0.5% to $71.65 billion, a figure down from the $72.72 billion predicted in our Q1 forecast for 2017. As a result, TV’s share of total media ad spending in the US will drop to 34.9%, and is expected to fall below 30% by 2021.

On the heels of startling news of declining in-store sales earlier this year by popular brands and an overall sluggish retail environment, new research reveals that the current situation may not be as dire as it seems.

Black consumers are young, influential and hungry for personalized experiences.

Hispanic women are rapidly becoming an economic and social powerhouse in the United States, with rising rates of entrepreneurship, educational attainment and delayed marriage, according to Latina 2.0: Fiscally Conscious, Culturally Influential & Familia Forward, a Nielsen report released just before the start of Hispanic Heritage Month (September 15 to October 15).

The 4A’s New Business Committee has developed new “Agency Prospect Assessment Guidance” to help facilitate more consistent and efficient implementation of longstanding 4A’s guidance regarding the appropriate level of thoughtful consideration and discussion prior to engaging in a review.

I was chatting with a friend of mine the other day and he suggested that pre-roll ads on YouTube were getting longer. Then he suggested that this was part of a deliberate program to inure people to watching ads on digital devices. I have to admit I found both claims surprising but maybe he is right?  by Nigel Hollis

Every year around this time, brands begin to bombard Hispanic consumers with special promotions, ad campaigns and cameo appearances in the community. Many brands take advantage of Hispanic Heritage Month (September 15 to October 15) to engage with the U.S. Hispanic community and celebrate Hispanic heritage and culture. But are they perceived as authentic?  By Pacino Mancillas, Partner & VP of Strategic Partnerships, AC&M Group

The Farmers Insurance’s campaign tag line, perfectly delivered by Oscar-winning actor J. K. Simmons, is: “We know a thing or two, because we’ve seen a thing or two.”  I love this line, as it suggests Farmers policies constantly evolve because of its consumers’ experiences.  by Maarten Albarda

Capgemini announced the findings of “Turning AI into concrete value: the successful implementers’ toolkit,” a study of nearly 1,000 organizations with revenues of more than $500m that are implementing artificial intelligence (AI), either as a pilot or at scale1.

Ad agency creativity was pure magic in the traditional days of Bill Bernbach and David Ogilvy.  Advertised brands flourished and grew, and iconic brands like Tide, Budweiser, McDonald’s, Visa, Chevrolet, American Express and others became genuine Lovemarks, earning countless millions for their brand owners.  By Michael Farmer

Undertone, a division of Perion Network Ltd., announced the appointment of two industry veterans to focus on multicultural and Hispanic initiatives. Victor Cornejo and Oscar Leon Walker join as Co-Directors, Multicultural Strategy.

Social media in-feed ads, online video and other digital formats such as paid content and native advertising are leading the growth in global advertising.

David Chitel’s article “Wake Up and Smell the Cafecito, the Despacito and The ‘Total’ U.S. Hispanic Market” provides an accurate and comprehensive history on the evolution of Hispanic Marketing. It is an exciting time to be a culture specialist, as demographics, technology and consumer behaviors are driving mainstream trends at unprecedented rates!  By: AHAA Chair Linda Lane Gonzalez

A couple of months ago, The Coca-Cola Company—one of the benchmarks of the marketing discipline around the world—was the latest corporation to announce the revamping of the Chief Marketing Officer (CMO) position into Chief Growth Officer (CGO). This trend was well documented by the Russell Reynolds Associates report, “The Emergence of the Chief Growth Officer in Consumer Packaged Goods” in February 2016, where the move was described as “a powerful role charged with finding new pathways to growth.”  By Isaac Mizrahi – Co President, Chief Operating Officer

In a media landscape that continues to be transformed by the confluence of technological innovations and consumer behavior shifts, one thing is clear, the general notion of a video consumer is in the midst of a rewrite.