Agency

I recently read an article in Market Leader by Judie Lannon titled, ‘Lost in translation: is the digital age weakening brand meanings?’ I think her proposition that cultural fragmentation has eroded brand strength is valid, but in part it has to do with how marketers are using digital media.  by Nigel Hollis

Media is viewed as a complex headache by advertisers who are failing to provide leadership in this critical investment area, according to a new report from media change consultants ID Comms.

Once upon a time, “stores” were buildings made of bricks and mortar that sold an inventory of a few thousand products during regular business hours. The digital revolution changed all that: e-commerce retailers created web shops that were open 24 hours a day, seven days a week.

The 2017 Marketers Confidence Index rose by 6 points from a year ago to 69 out of 100 possible points. Despite overall confidence in marketing increasing, 30 percent of marketers say they are more concerned that their organization is not investing in the right customers. This is a 13 decrease in confidence compared to how marketers felt one year ago.

In the digital age, consumers are always shopping around. New research shows that hooking them early is the strongest path to growth.  By David Court, Dave Elzinga, Bo Finneman, and Jesko Perrey

News that the Department of Justice is investigating “bid rigging” by ad agencies to favor in-house agency facilities highlights how competitive bidding works in the world of advertising and exposes a problematic industry practice, one that undermines the trust between agencies, clients and vendors.  By Alex Blum

As many of you know, I care deeply about the “how” of marketing: How are budgets allocated? How are results measured and tied back to plans and activities? How are marketing departments set up for maximum success? How are agencies contracted, managed and incentivized for their contributions? How is “new news” still allowed as a phrase in marketing presentations?  I care deeply about figuring out how to do marketing before doing the actual job. And so should all marketers.

If media is to change in 2017 then the way it’s assessed also needs to change. That means better, more relevant metrics, measures that reflect how media can add value to a brand and drive business success.

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

• Absent a steady influx of walled out Mexicans and island bound Cubans, where will growth come from for US-based Spanish-speaking media outlets?

Award-winning journalist and co-anchor of “Noticiero Univsion” María Elena Salinas will be inducted into the National Association of Broadcasters (NAB) Broadcasting Hall of Fame at the 2017 NAB Show Television Luncheon on Monday, April 24 in Las Vegas.

What do my customers want? The savviest executives are asking this question more frequently than ever, and rightly so. Leading companies understand that they are in the customer-experience business, and they understand that how an organization delivers for customers is beginning to be as important as what it delivers.

Isolating and diagnosing the effectiveness of your brand’s communications can be difficult even on familiar ground. With Hispanic consumers, even more variables are in play. These are the most common mistakes brands are making in measuring Hispanic campaigns — and how to avoid them.  By Aleena Astorga Roeschley – Communicus, Inc.

We all know that creativity matters when it comes to advertising, but I will bet that this is where the agreement stops. Is creativity a means to get attention, a means to focus attention on the brand or a means to accentuate an impression of the brand? In reality the answer is all three.

So what is the Hispanic Millennial Mistake? The mistake is when a Brand manager or marketer decides to focus the majority of its marketing dollars on a bicultural, bilingual Hispanic millennial and thus, shifts a large portion of Hispanic marketing dollars away from its core Hispanics base; that’s if a Brand has one. Many Brands are barely beginning to market their products to Hispanic and now they just want to focus on Hispanic millennials.  By Jose L. (Joe) Lopez –  Lopez Marketing Group

Nielsen announced that Univision has signed a multi-year agreement with Nielsen Audio.

Pólvora Advertising announced the hiring of Jon A. Andrade as General Manager.

Like any art form, movies are a mirror of our society. And as the U.S. continues to evolve into a minority-majority nation, studios are challenged to produce stories that reflect the changing faces of American moviegoers. By Hilary Dubin / Univision Insights

About half (54%) of Hispanics say they are confident about their place in America after Trump’s election while four-in-ten Hispanics (41%) say they have serious concerns about their place in America.

Madison Avenue Manslaughter outlines the hows and whys of steadily declining fees, increased workloads, diminishing industry perception and morale, kickback scandals and opacity characterizing relationships among advertisers, holding companies, media buying companies and creative ad agencies.

Growth ambitions and the pace of change are high in an uncertain market. Defensive strategies being implemented by chief financial officers are demanding rapid and sustained cost reduction from procurement. Driven by a lack of talent and increasing digital innovation, the traditional procurement operating model has to change.