Agency

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.  

Millennials have been a marketing obsession for several years now as the generation develops into a larger percentage of the work force and begins to earn and spend more. Yet, a new storyline has recently emerged around Millennials: It turns out, they’re not a uniform generation with identical traits that apply to every single member.

New findings from GfK show that US TV households are embracing alternatives to cable and satellite reception. Levels of broadcast-only reception and Internet-only video subscriptions have both risen over the past year, with fully one-quarter (25%) of all US TV households now going without cable and satellite reception.

Warner Bros. Home Entertainment, Inc. has settled Federal Trade Commission charges that it deceived consumers during a marketing campaign for the video game Middle Earth: Shadow of Mordor, by failing to adequately disclose that it paid online “influencers,” including the wildly popular “PewDiePie,” thousands of dollars to post positive gameplay videos on YouTube and social media.

In a newly published white paper, Coopera CEO Miriam De Dios outlines the importance of the digital delivery channel to credit unions looking to service the growing and influential Hispanic consumer segment.  

The summer music scene kicked into high gear this weekend during one of the nation’s largest Latin alternative music festivals, Ruido Fest.

Social marketers in North America still find measuring ROI to be their toughest challenge.

The makers of the HERDEZ Brand named Latin food chef and author Chef Lala as spokesperson

In the beginning, it was about showing up and hanging banners. That was the extent of experiential marketing in the 80s. It was a community relations function of Corporate Affairs departments. No need to show ROI.  Take a few pictures, put them in a recap, send it to the client and get glowing reviews, piece of cake. We all knew that no client would ever show up to a Hispanic event, particularly when they were in Brooklyn (when Brooklyn was Brooklyn), Orchard Beach, East LA, and the Rio Grande Valley. Vexing choices they had to make, the Hamptons for the weekend or Orchard Beach for an event, go figure.  By Pedro de Córdoba is SVP of Strategic Planning at Eventus Multicultural Marketing

As the ANA report generates increased discussion in the industry, and it will, those debates will also drive more transparency. The discussion is important – and it should be leveraged to put steps in place to help organizations get the most from their media investments.