Agency

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.

After a long period of talk and nice conference discussions, is the start of 2017 finally turning out to be the start of really doing something about transparency? With today’s massive P&G announcement, it would certainly appear so. We’ve had a lot of talk and it’s probably fair to say that media agencies have had to be, shall we say, “inventive” with how they keep margins up — but could we now be seeing a year of clamp-downs?

So O&M is tearing down the financial walls that separate the different operating groups within it, starting in the U.S., with a promise that all other markets will follow over the course of the year.

Mothers are at the epicenter of the family circle and are always ahead of the game, often balancing motherhood, work and most importantly, life. But what does this look like across the country’s many local communities, and how are stay-at-home and working moms adapting to technology and using media?

Part of State Farm’s Hispanic social presence, Alma also developed a mini online sitcom rooted in Hispanic insights called Los Asegurados or The Insured in English.

Sergio Alcocer, former president and chief creative officer of LatinWorks, announced the launch of his new advertising agency Rest of the World, whose mission is to bring multicultural spirit and Latin-inspired creativity into the mainstream.

Cortés will be the Senior Vice President of Strategy Development and identify new business leads, and foster relationships to create a pipeline of potential opportunities including multicultural engagement and account management.

Programmatic advertising is increasing in popularity with US advertisers. eMarketer predicts that investment in programmatic display will grow by more than 26% in 2017, reaching almost $31 billion . But even as demand for programmatic grows with brands and media buyers, many publishers still struggle with how to manage, price and sell such inventory, leading to lower-than-expected revenues.

The campaign includes TV and digital advertising, media integrations, community events, influencer engagement and social media activations that showcase how Latinos can benefit from the simple step-by-step guidance and expert help on-demand offered by TurboTax.      

Created by ALMA, the Miami-based Multicultural Ad Agency, the vision was to continue to deepen consumer awareness and affinity through the love and connection to music. This new spot builds on the latest thread and trilogy of musical driven creative featuring the former Verizon spokesperson, Paul Marcarelli, who switched to Sprint.