Agency

More than half of executives believe there are several hurdles to overcome to keep their businesses in sync with today’s digital world. According to April research, these include discerning new customer habits, a lack of data and legal woes.

According to AHAA: The Voice of Hispanic Marketing, many marketers are misapplying Total Market strategies resulting in devastating effects in multicultural market share.

A key finding in the work the Association of National Advertisers, or ANA, has been doing on the media transparency issue over the past two years is that the contracts between marketers and their media agencies are at the very heart of the controversy.  By Bill Duggan, Group EVP, ANA

Media use and interest in advertising among Affluent consumers continue to grow, even from already high levels, according to the Fall 2016 Ipsos Affluent Survey USA.

The patient as the consumer. You’ve heard this one before. Additionally, you’ve probably read about how you, as a healthcare marketer, need to view patients through that lens from now on. But how do you actually turn that insight into action? Before answering that question, we should be asking ourselves how accurate the “consumer” label is.

If we follow consumers across various devices, we find they spend most of their time with TV, in its live and recorded formats. But the tale of TV time spent is actually two separate stories, as explored in a new eMarketer report, “Television Update Fall 2016: Is the Surge in TV Ad Spending a Normal Shift or a Trend?”

The Story Room announced that Arlene Armenteros, formerly VP Client Services of Nobox, and Eddie Zaldivar, formerly Performance Lead at Omnicom Worldwide LATAM will be joining The Story Room at newly created positions based in Miami.

The typical project manager has lots of responsibility and very little authority. To make things even more challenging, the typical project plan bears little resemblance to reality. Achieving successful outcomes under these conditions is not easy. Remember and apply these guidelines, and you’ll significantly increase your odds for success.  By Dave Po-Chedley, Cambridge Consulting

The recent disclosures by Facebook that they overestimated video viewing for two years is troubling. While ANA recognizes that “mistakes do happen,” we also recognize that Facebook has not yet achieved the level of measurement transparency that marketers need and require.  By Bob Liodice, President and CEO, ANA

The Interactive Advertising Bureau (IAB) released the “What Works & Why: IAB Global Insights Report 2016,” showcasing case studies exploring two dozen award-winning campaigns from around the world, and featuring perspectives from 28 leaders across the international digital marketing and media landscape.

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

• When Al Ries and Jack Trout came up with the concept of “positioning” back in the early 80s they used 7Up as the perfect example.
• 7UP, they claimed, had carved a solid market niche for itself by “positioning” itself as the opposite of cola.
• The “uncola”.
• Cut to 2016.

Spanish Broadcasting System, Inc. (“SBS”) announced the addition of a full video channel line-up to its LaMusica music streaming app.

NBCUniversal Telemundo Enterprises announced the appointment of Luis Rosero to Vice President, Government Affairs.

Beyond the expected fact that incomes continued to rise for Asian Americans and Hispanics at the fastest rate among racial/ethnic segments in the U.S. is a hidden jewel for marketers.  Latino Upscale & Affluent Household formation continued to increase 2.4 times faster than White Non-Hispanics’.

Facebook admitted “miscalculating” average video view times, which grossly misled advertisers on the value they could expect when buying video ads from Facebook.  This is like a car salesman telling potential customers they can expect to get 25 miles per gallon when the car actually only gets five.  The most disingenuous part of Facebook’s admission is that, despite employing the brightest engineers on the planet earth, we are supposed to believe they made an honest “math mistake.”  Facebook’s admission, on top of Dentsu announcing that it charged advertisers for buying ads that were never bought, make our industry’s failures more viewable during advertising’s conference week.  How ironic.

Emotional Intelligence can be summed up as the ability to recognise and respond to how others are feeling at a particular moment in time. Without it, relationships tend to break down – and that’s the risk currently for the relationship between brands and their audiences on digital platforms.

A frequent question I hear from senior global marketers is, “how can I maximise ad transference?” It’s a sensible question. As zero-based budgeting grows in popularity, the opportunity to save costs by producing one ad that can be used in many countries is compelling. But there is the risk that making an ad work across multiple countries may not be the best way to maximise ROI.

The 4A’s is talking to some of the most interesting thinkers in the business about what agencies need to do to continue to grow and thrive. Luis Montero, who’s based in Miami and President of hispanic agency, the community, weighs in here.

Telecommunications companies are the cornerstone of the digital revolution: Everything that happens over a network requires their participation. Yet, many telcos struggle to realize the digital technology advantages that their services deliver to customers. Large telecom companies invest billions of dollars in the networks and operations that make a digital lifestyle possible for their customers, but their performance can be inconsistent, which sometimes results in poor service and creates dissatisfied customers.  By Frédéric Debruyne and Jeff Melton

This effort will be driven through an investment in and partnership with Chanclazo Studios, Inc. (“Chanclazo”), an innovative digital production studio that creates and distributes short and long form 3D animation, virtual reality and augmented reality content for Hispanic audiences.