Agency

The world of measurement is changing – but a bit of enduring wisdom never hurts. For all that is new, the old rules still apply: great advertising builds great brands.

Over the last 30 years, business intelligence evolved from a cottage industry—whose main tool was a desktop computer—to a mature business using centralized, enterprise-wide analytic platforms underpinned by an enterprise data warehouse.  By Ian Dudley, Enterprise Architect

Marketers have long relied on agency partners for advertising efforts, but in recent years, the degree and level of collaboration occurring between the two entities appears to be expanding.

Marketing becomes an information problem as computers augment humans in the execution of online marketing. It was bound to happen, but it leaves CMOs with a question about exactly how to incorporate information skills into their organizations.

Tremor Video, Inc. and Cygnal announced the findings of a national voter research study that found key millennial and Hispanic voting audiences will be strongly influenced by online video this election season.

Research published by Asociación Mexicana de Internet (AMIPCI) in May 2016 reveals that internet users in Mexico will spend more time online in 2016 than they did in 2015.

Clarity Media Group designated New York-based communications strategists David Puente and Juliana Silva to head the global expansion of the company’s media training, presentation coaching and message development services

As part of the “Bring Your Challenges” initiative, Prudential together with DiMe Media launch the first ‘Women Inspired’ workshops designed to empower multicultural women entrepreneurs for career and financial success.

Univision News has launched an English-language section within its digital platform, UnivisionNoticias.com titled “Univision News.”

When I worked on my first survey with Hispanic respondents, circa 1980, the best-in-class approach to reach a fully representative sample was to go door-to-door.  Of course, this was pre-cellphones, pre-internet and when Hispanic landline telephone penetration was around 70 percent.  The market was growing and evolving rapidly (and still is, but in different ways).  By the later part of the 80s we were able to complete fairly representative surveys via landline.  We’ve come a long way since those early years in Hispanic marketing, and for the most part, the Hispanic consumer is as savvy and sophisticated as the general market consumer, but there are still sampling nuances to take into account.  By Raul Lopez – Principle and Chief Research Officer / New American Dimensions

In celebration of LGBT Pride Month, we continue our conversations with winners from last year’s Multicultural Excellence Awards with a look at the LGBT category Grand Prize Winner: Wells Fargo.  The winning campaign, “Learning Sign Language,” connected in an insightful, poignant way with LGBT consumers approaching the important life milestone of starting a family.  I was fortunate to speak with Michael Lacorazza (pictured), executive vice president and head of integrated marketing at Wells Fargo about what this honor meant for his team, their consumers, and the industry at-large.   By Talia Fisher, associate manager of committees and conferences at ANA

So are Millennials the future of movie-going?  How often do Millennials go to the theater? What genres do they prefer? And how much do they spend on box office concessions? More interestingly Millennials are in a transitional phase of their life, so do they exhibit consistent behavior as a group?

It should come as no surprise that agencies have these kinds of practices around rebates and credits in place.  Every person who has ever worked in an agency environment knows this to be the case — it’s not much of a shock, although the press is treating it as such.  

Orcí hired Luiz Salles as Senior Vice President, Head of Strategic Planning and Susan Page as Senior Vice President, Strategic Partnerships.

Previously, I’ve argued that consumer confidence is almost always determined by national economic conditions, rather than by global events, or events in one or more other countries. The one exception to that rule in recent memory was the 2009 financial crisis that originated in the U.S.  Because the U.S. makes up one-quarter of global GDP, the effects on confidence were felt worldwide.  By Louise Keely, president, Demand Institute, and SVP, Nielsen

Rebtel announced a total company rebranding in March and are working with Latino Tech Expert Ariel Coro of Tu Tecnologia to share the latest company programs with the Latino community in Miami.

The Latin American economy has seen better days. Over the past few years, Latin American countries have experienced slowdowns in both GDP and private-consumption growth, a rise in inflation rates, and devaluations in currency. In this difficult environment, consumer-packaged-goods (CPG) manufacturers must make careful choices and deliberately weigh trade-offs.  By Bruno Furtado, Felipe Ize, Antonio Rocha, and Miguel Suadi

Edelman Miami is expanding its U.S. Hispanic team with the integration of Yazmine Esparza as Senior Account Supervisor of Miami’s Corporate practice.

Viant partnered with Millward Brown to publish a study focusing on U.S. shopping and media consumption habits among Hispanic Americans. The report, which drew on trends across verticals and device types, produced some interesting auto-related consumer behavior findings.

BabyCenter has appointed Clarisse Cespedes to Executive Editor of BabyCenter en Español.