Agency

Most B2C marketers now have more distribution channels than they did just a few years ago. Though these channels afford marketers more data to leverage and opportunities for conversion, they also create more challenges in closing the attribution loop.

Republica announced the appointment of Melissa Bartolini as head of strategy, and Fredda Rodriguez as director of channel strategy, new executive positions that aim to reinforce the agency’s brand strategy, media, and analytics practices.

Univision Digital announced today a new digital web series “3, 2, 1 Clarissa!” featuring Clarissa Molina, the Social Media Host for the award-winning entertainment news show “El Gordo y La Flaca”

Move over Millennials, it’s time to start discovering the next demographic headed our way: Generación Zeta.  The topic of what drives Latino teens – one of the hottest demographics that brands need to gear up for – is the focus of a groundbreaking survey completed by Alma, which was presented this week at SXSW Interactive.

The other day Satya Menon, Senior VP of Client Solutions and Consulting, and I were reviewing the topline results from a set of market mix models. While qualitative in nature, the assessment suggests that brands may be increasingly reliant on driving short-term sales to maintain overall volume trends. If this finding proves more widely applicable then it has some scary implications.  by Nigel Hollis

Although I’ve spent much of my professional life as a marketer, it’s safe to say I — like most of us — have spent much of my personal life as a consumer. Recently, a colleague asked me which brands I was loyal to, and I had to really think about it. Finally, I recalled a particular coffee brand that I always buy.

NBCUniversal Telemundo Enterprises announced it has named Beau Ferrari to Executive Vice President of NBCUniversal Telemundo Enterprises. Ferrari previously served as Executive Vice President, Corporate Strategy and Development for Univision Communications Inc.

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

• THE big problem that might be scaring away Twitter’s users: it is one of the most notorious open air landfills of modern culture.
• Fake news, widespread poisonous snark, harassment, hostility, hatred, impropriety, vulgarity, filth and multitudes of anonymous or bogus accounts singlehandedly dedicated to trolling fulltime are the everyday currency in the 140 character realm.
• Nevertheless, for those who have the stomach, open mind and thick skin to put up with the detritus, the little blue bird’s habitat can also be a fascinating cultural observatory full of small discoveries.
• One man’s trash is another one’s treasure.

Professor Byron Sharp and the Ehrenberg Bass Institute have long championed distinctiveness as an important brand asset. They have been equally forthright in denouncing the role of perceived differentiation. While I agree on the importance of distinctiveness, I have to disagree with their viewpoint on differentiation and see the two qualities complementary.  by Nigel Hollis

Clients have started thinking about 2018, even though 2017 only just started. I know it seems crazy, but keep in mind, national retail and promotional partnerships require significant lead time. Meaning, as a marketer, if you want to do a promotion around next year’s big soccer tournament, you need to start thinking about it today. Yes, I’m referring to the World Cup. We are about 15 months away from Russia 2018, with soccer qualifiers and lead-up tournaments already in the works.  by Roberto Siewczynski / Epsilon

This document presents guidelines for the measurement of digital location-based advertising including measurement or attribution of device and user location for physical visitation and advertising exposure (including static devices such as desktop PCs, connected TVs, OTT devices, as well as mobile devices such as tablet, smartphones, etc.) as well as place measurement as a reference point for physical visitation and location-based targeting.

Deloitte recently completed “Business Chemistry in the C-suite,” a study on the Business Chemistry types of 661 C-suite executives, finding two of four primary Business Chemistry types – which highlight both similarities and differences in working styles – account for nearly two-thirds of the sample.

In today’s fast-changing environment, it seems like we’re bombarded by new approaches and techniques to help us understand how much consumers “love” a new product idea every day. Product innovation specialists spend time and energy pursuing trends and various techniques, whether it’s “gamification,” the wisdom of the crowds, or the various “quali-quant” approaches prominent in new product innovation processes. The point of this post isn’t to debate the merits or limitations of these approaches—lots of great thinking is taking place in the market today. But we spend a lot of time on finding the “the new new thing” in order to pick the “best” idea and not enough time on the fundamentals.  By Ramon Melgarejo, SVP, Innovation Practice

The Association of Latino Professionals for America (ALPFA) announced on March 14th the 50 Most Powerful Latinas (MPL) in corporate America.

David Morse, president and CEO of New American Dimensions, has been selected to receive the Multicultural Marketing Achievement Award presented by Aguilar Productions.  Morse will receive the honor at the 21st Annual Multicultural Marketing Conference at the Wellstone Center in St. Paul, MN on Thursday, March 23, 2017.

Denny’s Corporation announced that it has selected Publicis Groupe’s Conill as its Hispanic advertising agency of record. The California-based agency will handle strategy, creative development, social media and digital communications targeting Hispanic audiences at both the local and national level.

You’d have to be older than a Millennial to remember a time when corporate CEOs were heavily involved in marketing decisions, like increased spend on media, the development of new Big Idea ads, the launching of new consumer products (rather than the spitting out of line extensions) and the formulation of strategies designed to outsmart competitors. That was a time before “shareholder value” became the universal corporate objective — the value to be delivered to shareholders because of management’s ability to grow earnings, dividends and share price.  By Michael Farmer / Madison Avenue Manslaughter Archives

HAVANA: Although the US trade embargo on Cuba still exists, a new report from Kantar Millward Brown advises international brands to take a serious look at the opportunities the country presents.

Círculo Creativo announced that Gustavo Lauría has been elected as Chairman of the Board of Directors. He succeeds Luis Miguel Messianu who, after two successful years as Chairman, announced his decision to step down from the board.

Casa Modelo announced the launch of its newest ready-to-serve chelada, Modelo Chelada Tamarindo Picante.