Agency
Hispanic? Latino? How the language of identity is shifting over time
Hispanic Heritage Month celebrates a U.S. population of 64 million that’s diverse, growing and constantly changing. But can a single term like Hispanic or Latino describe a group with such varied ancestry and geographic origin? Mark Hugo Lopez from the Pew Research Center and Cristina Mora from UC Berkeley’s Department of Sociology join John Yang to discuss.
The Future of Media Agency Models: Change is Coming
A new survey by WFA and MediaSense shows an overwhelming proportion of major multinational brands looking to improve their agency model with just 11% of respondents believing their current agency model fits their future needs, while 24% believe it is unfit for future purpose.
Nurturing trust: Engaging with Hispanic audiences in a diverse media landscape
With an ever-expanding media landscape, audience preferences are pivotal. Creators and distributors want to engage audiences, and brands seek relevant content opportunities where their messages can truly resonate. Any meaningful engagement with audiences requires a deep understanding of people, but building meaningful relationships with Hispanic audiences can be more complex.
For US consumers, it’s a matter of ‘and’—not ‘or’
Across the country, consumers’ spending habits are evolving—and, in some cases, going in opposite directions at the same time.
R.I.P. GENERAL MARKET: THE MAINSTREAM LEADS WITH CULTURE
In the latter half of the 20th century, a theory emerged—and is still promoted today—that the cultural orientations of Hispanic and Asian immigrants and their descendants would diminish as they “became more acculturated.” A new study by the Hispanic Marketing Council (HMC) shows the opposite is true: non-Hispanic white (NHW) 13-to-49-year-olds have been more influenced by Hispanic, Black and Asian cultures. With the multicultural majority already a reality for Americans under 25 & estimated for all people under 35 by the end of this year, it is safe to say that the construct of a white American “general market” is dead, upending long-held marketing paradigms centered around an increasingly non-existent NHW majority.
The Significance of Cultural Relevance: The Spark That Ignites Brand Loyalty
In an age where each customer is evolving into a 'Segment of One,' brands must pivot from simplistic translations and stereotypical portrayals. The Hispanic culture, with its rich tapestry, should be seen as an asset from which to draw from, not a challenge to avoid. Gone are the days when brands could adopt a laissez-faire attitude. A mere linguistic translation falls short of capturing the essence of culture, values, or identities. By Daniel Sokol - EVP, Digital Solutions / eContent Digital
Despite ‘One Thing’ or ‘Another’ – U.S. Economy Still Shows Resilience
The U.S. economy is continuing to grow even as labor disputes across the country and uncertainty created by Congress add to the ongoing challenges of inflation and high interest rates, NRF Chief Economist Jack Kleinhenz.
An Appeal to Tear the Paper Ceiling
This so-called "paper ceiling" disproportionately affects 66 percent of rural workers, 61 percent of veterans, 61 percent of blacks, and 55 percent of Hispanics. Over the past 40 years, the wage gap between STARS and workers with a bachelor's degree has doubled.
Outside-In or Inside-Out Strategy?
Do you develop your strategy outside-in or inside-out? Learn the difference between strategy-as-fit and strategy-as-stretch and why the best starting point may be different than you think.
“Ikigai” is a Japanese concept that represents the intersection of one’s passion, mission, vocation, and profession.
"Ikigai" is a Japanese concept that represents the intersection of one's passion, mission, vocation, and profession. By identifying where these elements converge in your life, you can discover your unique purpose, leading to deeper fulfillment and success. To find your Ikigai, ask: What do I love? What am I skilled at? What does the world need? What can I earn from? Using this insight, align your choices with your core values and aspirations.
Gonzalo Del Fa named “ICON” by AD Club of New York for Hispanic Heritage Month
As President of GroupM Multicultural, Gonzalo plays a key role in all aspects of the multicultural and diverse media and marketing efforts initiated by all GroupM agencies: EssenceMediacom, Wavemaker, and Mindshare. The goal of the division is to provide clients with a truly relevant and informative point of view of diverse audiences across the US, resulting in tailored communications strategies based on in-depth knowledge of consumers.
A New Digital Age Has Begun: Are You Ready for The Fourth Wave of Advertising?
I have to admit surprise at how generative AI has so quickly grabbed everyone's attention in 2023. Clearly, AI's growing importance in advertising is undeniable, and I look forward to how it will shape our industry in the coming months and years. At the same time, we are on the cusp of an important shift that I predict will have more immediate consequences for our business.
Carmen M. Hernández joins HITN’s Board of Directors
The Hispanic Information Telecommunications Network (HITN) is proud to announce the election of Carmen M. Hernández, an accomplished leader with a distinguished career at Clayco, as the latest addition to its esteemed Board of Directors.
Advertising Industry Launches New Initiative To Expand & Standardize Privacy Protections Through Responsible Online Advertising Practices And Enhanced Advocacy
Leaders of the U.S. advertising industry launched a new initiative to boost privacy protections and choices for consumers through evolved and enhanced industry data privacy principles for responsible online advertising practices and to renew their commitment to enacting preemptive, federal privacy legislation.
GenAI figures in most brands’ marketing plans
A new survey conducted by WFA finds that three in four companies already use GenAI or plan to use it soon. Optimism about its potential is matched by concern about the risks to brand reputation. Eight in ten have developed or are developing internal policies on use of GenAI.
Mercedes Delgado promoted to CRO of Univision Miami
Univision Miami announces the appointment of Mercedes Delgado to Regional Chief Revenue Officer for the Miami Region. Under this capacity, Mercy will lead all facets of the region’s sales operations, inclusive of its multimarket unit and local sales teams for both TV and Digital, in addition to radio for the Miami market.
Horacio Gavilan named “ICON” by AD Club of New York for Hispanic Heritage Month
Horacio Gavilan is a non-profit strategist and executive with more than 30 years of experience in association management. He is currently the Executive Director of the Hispanic Marketing Council (formerly Association of Hispanic Advertising Agencies), the only national trade association representing the U.S. Hispanic market ecosystem. He believes the Hispanic consumer should be at the heart of every marketer’s strategy, growth plan, media buy, and creative campaign. He advocates for responsible and intentional investment in Hispanic marketing commensurate with the enormous opportunity that the multicultural majority presents.
Spanish-Language TV Ad Impressions Up 27% YoY in 1H 2023 [REPORT] UPDATED
As brands put a greater emphasis on Hispanic consumers, Spanish-language TV ad impressions are climbing as well. iSpot’s new report around Spanish-language TV advertising shows which brands are increasing Spanish-language ad focus YoY, key industries, daypart adjustments, top programs and more.
Can Ad Buyers Trust the Numbers They’re Given?
Ad buyers — large or small — rarely have the time to do in-depth audits on the numbers they're given. Whether you're spending $50,000 per year on advertising or $5 million — how many resources can you spare to ensure that your ads are running in the best places — let alone that they're even running where you thought they would?
How Latinas Are Reshaping the Beauty Market Through Brand Trust
Latinas are shaking up the makeup industry with an eye-brow-raising increase in demand for beauty products that are outpacing non-Latina spending in the category. For those who are Latinas, this might not come as a shock since one of the many pillars of Latina identity is connected to cultural pride around one’s own personal appearance. However, it’s important to understand that personal appearance and grooming takes on many forms for Latinas across different sub-cultures and countries of origin. by Santiago Solutions Group
