Agency

Hispanic Americans are by far the fastest growing target audience in the U.S. Do you know how to reach them? Do you know their motivating factors and purchase habits? Or which types of content work best in connecting with this audience?

In the wake of the recession that hit the U.S. economy hard and plagued consumer spending, private labels staked their claim in the consumer packaged goods (CPG) space.

Kenny Mitchell likes to keep Gatorade’s marketing at the top of its game. As head of consumer engagement, he oversees Gatorade’s integrated marketing efforts, including advertising, branded content, digital, social media, and public relations.  By Molly Knol, senior manager, committees and conferences at ANA

You did it! You decided to sponsor a team, arena or player in a sport that supports your company’s goals, indexes highly in your target market or is simply your CEO’s favorite past time. Now what?

B2C and B2B marketers must look at both the macro and micro forces that are shaping the behavior of their audiences along with the increasingly rapid pace of technological change to understand how to drive interesting and exciting discoveries and innovations in almost every personal, business, and public policy arena.  By KaonFab / Kaon Interactive

The board of directors of NALAC – The National Association of Latino Arts and Cultures announced that its Executive Director, María López De León, has been named President and Chief Executive Officer, and Deputy Director, Adriana Gallego, has been named Chief Operating Officer.

Hispanicize 2017, the 8th annual Latino trendsetters and newsmakers event for digital creators, journalists, marketers, music artists and filmmakers, is moving to downtown Miami’s JW Marriott Marquis, April 3-6, 2017.

Health literacy is a growing concern for all of us who produce content, especially marketers seeking to drive patients to treatment, improve adherence, change behavior, and manage disease.  By Beatriz Mallory, Vice President / SensisHealth

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.