Agency

For those of you wondering what the first three Rs might be according to Mars’ Allison Miazga-Bedrick, they are reach, relevancy and reaction. But I am going to propose a slightly different list that includes receptivity and risk.  by Nigel Hollis

Spending on marketing analytics—quantitative data about customer behavior and marketplace activities—is expected to leap from 4.6 percent to almost 22 percent of marketing budgets in the next three years, representing a 376 percent increase. At the same time, marketers say barely a third of available data are used to drive decision making in their companies.

My discomfort with programmatic is driven by its similarities with the business model of legacy ad networks.  The former was built on the premise of mistruths and arbitraging.  

Inspired by the animated comedy DreamWorks Animation’s The Boss Baby, Tampico Beverages is introducing its “Raise a Boss” promotion.

  Marking the first time in 65 years that a group of actors at a major television network sought a unionization election, the vote is a momentous step toward ending the double standard that has existed for decades between Spanish-speaking performers at Telemundo and their English-speaking colleagues at NBC.

Havas Edge announced the addition of Nicole Cordero, Vice President US Hispanic Media. Cordero will provide leadership and insight to all agency departments with regard to Hispanic marketing.

Perceived social isolation (PSI) is associated with substantial morbidity and mortality. Social media platforms, commonly used by young adults, may offer an opportunity to ameliorate social isolation.

The island of Puerto Rico as many of our readers know is a territory of the United States governed by United States Federal Law.  It also considered a major US Hispanic Market, but since it resides on an island many place it under the international division.  But it has turned into a petri dish for many of this century’s testing: birth control, mass sterilization, agent orange and more up to the ad industry’s test of transparency.

Coupons have become more accessible than ever to consumers thanks to digital and mobile tools. And US Hispanic internet users overindex for every activity related to coupons, discounts and deals—digital or not—compared with internet users overall, according to a survey from direct marketing company Valassis conducted in Q3 2016.

With responses from nearly 70 food retailers representing more than 4,600 stores across 34 states, the comprehensive study details growing investments in social media, mobile and more relevant promotions by U.S. grocers in response to changing consumer buying behavior.

While TV has long been a fantastic way to deliver messaging to a wide audience, marketers have recently been attracted to new methods that allow them to use the deeply engaging medium in a more targeted fashion. Delivering TV ads to highly specific audiences by leveraging data is something of a holy grail for marketers, and can help them reduce the waste that comes with typically massive scale buys.

More than 80% of women claim to distrust the news media, citing “inadequate fact checking” and “political bias” as the primary causes.  When asked about their trust in advertising, the response was similarly distrustful: 80% of women say they don’t trust ads.

Overall, the study found that coupon use is holding steady with 90 percent of consumers obtaining them from a variety of online and offline sources. This finding is consistent across audiences, including various generations and demographic segments, such as millennials, multicultural consumers and parents.

Femininity: its definition, role and perceived value within society is rapidly changing. In the wake of such change, the route to equality is being redefined. No longer is equality simply about obtaining the same status as a man (and likely having to fit into a world designed by and for men to do so), women can now aspire to a world designed to suit both genders. One where feminine needs and traits are valued as much as traditionally masculine ones.

Univision Communications Inc. (UCI) announced its partnership with CivicScience, to provide research on the Hispanic consumer and emergent trends.

Marketing executive Charlene Dance, with over 15 years of expertise spanning various industries including beauty and public health, announced her official departure from Strength of Nature Global LLC as its Global Marketing Director to step into a new role as President & CEO of The Montage Agency.

At Nielsen, we analyze the return on investment (ROI) across thousands of brands every year through our marketing mix models, and we’ve seen a wide variety of ROI results among Spanish TV advertising efforts. And the good news is that driving strong ROI from Spanish-language advertising is obtainable, and our research points to some key tips that can help advertisers achieve strong outcomes more consistently.

Growing penetration is the main growth driver available to marketers, but unless that growth is achieved at a price point that generates profit it may prove self-defeating. Over-reliance on price promotion to bolster volume sales has led many companies to fall into the price promotion trap.  by Nigel Hollis

Batanga Media announces a full rebrand, changing its corporate name and identity to Vix. Effectively immediately, Batanga Media will be known as Vix, a digital media company dedicated to generating curiosity and leaving a positive influence for audiences across the Americas.

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

• We need to get America to love Latinos again.
• We used to be political & marketing gold.
• Overnight, we became a political piñata, outcasts and, by extension, a marketing taboo.
• We need to roll out a charm offensive.