Agency

Among the 5.4 million U.S. firms with paid employees, 481,981, or 8.9 percent, had been in business for less than two years in 2014, according to findings from the U.S. Census Bureau’s inaugural Annual Survey of Entrepreneurs.

The start-up scene is in a state of change right now — at least partly because there are too many companies out there who haven’t fully thought through their offering. Too many companies’ core offering is really only a potential feature for a larger product vs. a stand-alone product with broader implications. 

Proponents of the approach promised a new, innovative and inclusive approach for reaching The New America. However, despite articles, white papers and presentations, many marketers are still confused about what Total Market strategy is. The truth about Total Market strategy is the elephant in the room: It’s not working.  By Pepper Miller, president of The Hunter-Miller Group

The study shows that listeners prefer sponsorship messages and host mentions of products and services to pre-recorded advertisements during podcasts, emphasizing the advertising opportunity created by the personal relationship between podcast hosts and their audiences.

The study compares ad-supported media platforms in terms of reach, influence, engagement, trust and time spent among important demographic groups.

The Ram truck brand launches a new Spanish-language multicultural and multinational campaign this week celebrating hard working people who are their own bosses and get the job done day after day.

The National Association for Multi-ethnicity in Communications (NAMIC) announced the winners of its Excellence in Multicultural Marketing Awards (EMMA). Presented in conjunction with the Annual NAMIC Conference, the competition recognizes excellence in marketing efforts designed to attract and retain culturally diverse audiences and customers among African American, Asian, Hispanic, LGBTQ and other market segments.

Ruiz Strategies has partnered with Madrid-based Atrevia to create an international, bilingual communications partnership that will strategically serve the needs of  large multinational and global companies.

Antoinette Zel and Diego Prusky have joined to create The Story Room, a new digital, content and performance marketing company specializing in the US Hispanic and Latin American markets.

Consumers want more than just the required product information from a product’s label and will be loyal to the brands that provide more detailed insight.

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

• The token Latinos in the room are taking over.
• The folks whose role was to smile and acquiesce sheepishly in order to afford a veneer of diversity to business as usual in corporate America are starting to make themselves heard.
• There are dozens of examples out there but let’s focus on Madison Avenue.
• After a serious shake-up not one but two Latinos have been promoted to run Saatchi’s emblematic NY office.

However, before you can tell (and truly live) your brand story, you need to define it. Your mission statement is essentially your purpose. It should act as your focal point and guiding principle for any decisions your company makes.

The FCC has declined to review a proposal submitted by the Puerto Rico Broadcasters Association and Arso’s UNO Radio Group – owner of island-wide cadenas Salsoul, Hot 102, Fidelity and NotiUno, to have new FCC application fees discounted for broadcasters in the U.S. commonwealth.  By Adam R Jacobson – Radio + Television Business Report

The XIX edition of The International Festival of Creativity El Ojo de Iberoamérica presents once again the award for The Best Latin Idea for the World. Directed to Ibero-American professionals working for global brands across international companies, all interested in participating have time to enter their best ideas until September 15th.

We all know it’s become more difficult for marketers to reach their target consumers. In the near future, socially driven campaigns will become a far more important way to reach consumers who will otherwise remain off marketers’ digital radar. Marketers need to create more remarkable, emotional or useful content to leverage the true power of social to build their brands.  By Nigel Hollis – Chief Global Analyst / Millward Brown

According to AdExchange, Google has been offering multiple rebate programs to ad agencies and advertisers that amount to considerably large checks.  The question here for US based agencies is if the agency keeps the rebate or sends a check back to the client.

This is what advertising music means today: Instead of jingles, we have singles. The Atlantic takes an in-depth look at the cultural trends that have killed one of advertising’s most important legacies: the commercial jingle.

Edison Research has focused on understanding millennial moms in its “Infinite Dial 2016” and “The Research Moms 2015” studies. eMarketer’s Alison McCarthy spoke to Megan Lazovick, director of research at Edison, about some common characteristics of millennial moms and how they are using digital, mobile and social media.

Segura Viudas’ ad agency of record, República, created the campaign’s anthem video, which features an original track by Lunoe entitled “Sip It” that mixes the alluring sounds of Cava —  from the unwrapping of the foil and popping of the cork to the pouring of the Cava itself — with Lunoe’s musical innovation and pure sonic power.

Virtual reality has the power to change the way we interact with technology and the world. Earlier this month at its Intel Developer Forum, Intel (a Consumer Technology Association [CTA] member) introduced “merged reality,” an intersection of the virtual and physical worlds.