Agency

In this opinion piece, the author speculates on the future of advertising. Arguing that the challenge of predicting the future lies mainly in the lack of an acceptable definition of the field, the author solves that problem by developing a set of postulates to create boundaries for the theory and practice of the discipline.  By Don Schultz – Northwestern University, Evanston, Illinois, USA

In emerging and developed markets alike, almost all consumers check their mobile devices within 3 hours of waking up, research revealed.

The marketing landscape today bares little similarity to that of the 1970s, yet, through the dawn of digital and proliferation of new channels, one element has remained consistent: the focus on consumers between ages 18 and 49.

Marketers should require media agencies to be fully transparent to elevate trust and restore confidence in the client/agency partnership, according to a wide-ranging set of recommendations released \ by the ANA (Association of National Advertisers) and Ebiquity/FirmDecisions.  A key recommendation was that clients require their agencies to disclose all potential conflicts of interest and allow thorough audits of the agency, its parent company, affiliates, and subsidiaries to ensure full transparency and contract compliance.

The study, conducted by Hub Entertainment Research, was designed to compare viewing of TV shows and advertising across screens to determine whether engagement and recall differ among platforms, and to identify the drivers that have the greatest impact on the viewing experience.

Like in the movie, the marketing Fire Swamp also has three terrors which must be avoided in order to succeed in your marketing quest.  By Mark McNeilly, ANA Faculty

Telemundo 40 Río Grande Valley / KTLM  announced that Carlos Sánchez has been named Video Journalist for Noticias Telemundo 40 at 10 PM.

SSA Public Relations has appointed Rosa Noyola as Vice President, Latino Division which represents US and Latin American consumer product, media and entertainment companies to the US Latino market.

Hispanic marketing is challenging. Believe me, we have been doing it for 15 years. Effective Hispanic marketing requires an integrated team that not only possesses the skills to execute standard marketing principles, but also a deep understanding of the complex and dynamic Hispanic consumer.  By Lee Vann / Capture Group

Among all the difficult tasks that face modern marketers, writing an effective creative brief has to be near the top of the list. Creative briefs need to synthesize complex ideas into clear direction that focuses the creative team on the job to be done.  By Jane Maas, ANA Faculty

The research demonstrates that premium publisher do drive higher brand lift effectiveness due in large part to the ‘halo effect’ of the contextual environment in which ads are seen.

A new report from GfK examines the co-evolution of innovative fashion and lifestyle stores alongside the increasingly significant “experience economy”. It identifies four key trends which can mitigate against the currently sinking retail share in private consumption that is prevalent in mature Western retail markets.

The real incomes of about two-thirds of households in 25 advanced economies were flat or fell between 2005 and 2014. Without action, this phenomenon could have corrosive economic and social consequences.

The core purpose of this report is to address three basic concepts equally applicable to all categories of media measurement: how many, how often, and how long.

Joash Brunet and artist and designer Kedgar Volta announced hey have launched Castaño Group, a new content production company specializing in immersive, interactive and multicultural audience experiences in a variety of broadcast, digital and physical formats.

Enjoy a video interview of Rick Marroquin with Tony Hernadez of the Immigrant Archive Project and a video by David Chitel dedicating a song to Rick.  What a great way to remember Rick.

Have you ever heard an acronym but you didn’t know what it meant? It can really throw you off your game in a conversation. I usually try to write it down discreetly or, if I have a laptop, look it up online without anyone seeing.  But industry-specific acronyms can have multiple meanings, and sometimes Wikipedia doesn’t do them justice.

Azteca America announced it continues its partnership with leading multicultural event marketing agency and tour producer, Cardenas Marketing Network (CMN Events) and will serve as the presenting sponsor and official television station for a series of six concerts in 2016 featuring one of today’s most renowned Regional Mexican artists, Julión Álvarez.

Univision Communications Inc. announced Chevrolet, Dodge, Dr Pepper, M&Ms® McDonalds, Nissan, Orbit®, State Farm, Target, T-Mobile USA Inc., and Verizon as the official sponsors of the 13th annual “Premios Juventud” (Youth Awards).

As the clock ticks down to the Opening Ceremony of the Rio 2016 Olympic Games, Coca-Cola has its eyes set on celebrating gold.  But not just the gold found on top of the world’s most elite podium. In the 88th year of this special partnership, Coca-Cola will celebrate with fans across the world the gold feeling that comes from accomplishing something great, however simple, in an everyday moment.