Agency

Last week, the Doomsday Clock was moved from 3 minutes to midnight to 2.5 minutes to 12. Scientists believe that the chance of the world going up in a thermonuclear puff of smoke is the highest it’s been since 1953. This in the same week that Marc Pritchard, the global brand building officer from P&G, made waves by announcing that P&G, in effect, had moved the hand of the ad-spend doomsday clock to 12. High noon!

Donald J. Trump has been in office for less than two weeks and the level of anxiety it has brought upon our society is unlike anything I’ve witnessed. While most Americans hoped the president would unite the nation and lead the healing process after a highly divisive and contentious election, it is fair to say that he has not.  By Tony Hernandez, CEO, Latino Broadcasting Co. and Founder, Immigrant Archive Project

Today, millions of Americans, nachos in front of them, groaned at the TV screen, sometimes because their favored team fumbled, and other times because the commercial was too mawkish, or dumb, or, and this is becoming the new reality, because it pushed their political buttons.  By David R. Morse

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

• Here’s a review of the ads on last Sunday’s annual sports & marketing extravaganza.
• As usual, I wrote this off the top of my head, making the effort to view the material as actual consumers do: surrounded by noisy friends and family, eating processed food, mildly inebriated on cheap beer and simultaneously checking various mobile devices.

The TV commercial titled “Best Friends” was developed under Honda’s ‘Power of Dreams’ strategy and is a follow up of the award-winning “Space for Dreams”, a previous CR-V spot created by Orcí.

This marks the second consecutive year that Bud Light breaks a Spanish-language ad during the Super Bow and this marks the first-time ever that Estrella Jalisco is featured in a Super Bowl ad.

2016 was  rife with stories pointing out the decay of advertising. The saddest of those suggest we have lost our way. If so, the reason would be that the landscape has changed.

Sir Martin Sorrell announced at a conference I attended toward the end of last year that Zero-Based Budgeting (ZBB) was the biggest threat to the marketing and advertising industries that would bite in the next year, 2017.  To be honest, I’m sure this is a worry for the country’s highest-paid executive, that huge mega contracts don’t just roll over but are instead replaced by brands commissioning work as and when needed. But what I’m discovering from smaller agencies is that it could be a godsend.

The lines between market research and marketing data are blurring. This really comes as no surprise, however. The convergence of these two disciplines was bound to happen at some point. While both industries are grappling with the implications of what this phenomenon means for the way they conduct research, startups shops are seizing the opportunity.  By Mario Carrasco -ThinkNow Research

No brand or category exists in isolation from the world. To treat them as such is to miss one of the richest inputs into their success.

We know the following truths about Millennials: They are the most highly educated generation. They are digitally savvy. They work to live.  By Karla Fernandez Parker –  Sensis

Since the inception of our nation — and as recently as 2013 — lawmakers have periodically eyed advertising as a potential source of tax revenues because its long-term effects can make it seem more like an investment than an expense. After studying a wide array of research on the issue, two professors from Loyola Marymount University in Los Angeles have concluded that there is no basis for changing the current treatment of advertising as a short-term expense.  By Erich Decker-Hoppen, director of communications for MASB

Interest in influencer marketing continues to increase—and prices are rising in tandem—but measurement capabilities haven’t kept pace.

The winning focus for any consumer packaged goods brand is stated in its name — the consumer. These brands, more than any other, are faced with the challenge of ensuring their consumers have an effective and seamless marketing experience. In light of this focus, the CPG brands that will reign supreme in the marketing landscape are those that move away from a multi-channel approach and begin directing their marketing power towards true omni-channel tactics.

Integrated communications firm Elasticity today unveiled Elasticity Multicultural, a new practice group led by Alejandro “Alex” Duplan.

Coral Gables based Zubi Advertising has been sold to WPP Group owned GTB.  With this acquisition WPP has consolidated the entire Ford Motor Company account under its roster of agencies.

Among the many things making headlines these days is the wall that President Donald Trump has promised to build along the U.S.-Mexico border. This wall is meant to keep Mexicans from coming to the U.S. illegally and taking advantage of all the “Land of Opportunity” has to offer. For the nearly 120 million people living in Mexico and 33 million-plus Mexicans living in the States, this wall is also a separation of cultures and a dismissal of the impact Latinos have on the U.S. economy and society.  By Maria Amor – V.P. Havas FORMULATIN

“Data-driven,” in short, is now the standard for how successful businesses manage their advertising and marketing efforts all around the world. And in the process, its practitioners are serving to elevate the role and contribution of the marketing function itself, which now serves as the central hub for orchestrating customer experiences that are richer, more compelling and more profitable for all parties to the engagement.

The Hispanic Public Relations Association (HPRA) voted to elect Yvonne Lorie—founder ReFresh PR and 2013 HPRA PRemio PR Achievement Award recipient— president of the 2017 National Board of Directors. Lorie served as president-elect of HPRA in 2016, after joining the national board in 2014 where she served as Secretary and then VP of Programming.

As might be expected, mobile is a healthy part of the mix, with almost half of companies listing mobile commerce and payments as one of the top ecommerce activities they’re involved in, based on a new study.