Agency

By Gonzalo López Martí – Creative director, etc / LMMIAMI.COM

• The Catholic Church is the mightiest marketing & advertising machinery ever created by man.
• And woman.
• The Church used to be a wildly innovative and adaptable organization.

The past week saw two developments that, while not directly connected, speak to two critical audience-buying issues that are decidedly intertwined: audience fragmentation, and measurement capabilities.

Regular readers will know that I have always been very wary of kickbacks — the rebates given to big media buyers by media owners for booking plenty of volume. When I talk to pals who have worked at the big media buyers it’s always a topic of conversation. One has even gone so far as to claim that his new business is transparent with clients on kickback and puts the rebate back into buying more media.  by Sean Hargrave

NGL Media, a Latino video marketing solutions company co-founded by CEO, David Chitel, and actor John Leguizamo, has become the leading Hispanic programmatic premium video supplier in the industry servicing Fortune 500 advertisers, DSPs and Agency Trading Desks alike.

Unlike new products, which have a relatively predictable path to growth, established products have a wide array of development paths to choose among. Mature brands will find themselves in a broader range of situations than new ones. When it becomes clear that your established brand needs investment to grow your circle of buyers, how do you know which path will work best for you?

Regular readers of this blog will know that I question the hype surrounding marketing to Millennials. Are they really snake people or not? Given my skepticism it was refreshing to read Ola Mobolade’s Warc Best Practice paper on how to market effectively to Millennials.  by Nigel Hollis

The notion of cross-screen media is well-heeled by now. There are different names for it. “People-based” is good, since that would make it “consumer-centric.”  A “single view of the consumer” works, too. 

Living with a parent is the most common young adult living arrangement for the first time on record

Global consumer confidence edged up one index point to 98 in the first quarter of 2016, remaining relatively stable in the first quarter and slightly below the optimism baseline score of 100. The score reflects mixed confidence levels reported in every region, including some bright spots—particularly in the U.S., which showed resilience amid a fairly robust job market, and in the buoyant growth markets of India and Indonesia.

Why? As Creative Guerrilla Marketing says, “In the end, the goal of experiential marketing is to form a memorable and emotional connection between the consumer and the brand so that it may generate customer loyalty and influence purchase decision.”

Grupo Gallegos announced that it has been named the digital and social agency of record (AOR) for Hass Avocado Board (HAB), the agriculture promotion group dedicated to endorsing consumption of Hass Avocados in the U.S.

A strong ad that builds emotional and behavioral connections with consumers will not only help drive sales for the brand, but can also drive long-term brand loyalty and equity down the road.

Lopez Negrete Communications has become the total market agency of record for Lone Star College.

Edelman announced that Milton Lebron has joined the firm’s Miami office to develop the U.S. Hispanic creative and digital portfolio.

Remember what you thought of podcasting when it first launched on iTunes? Have you considered it as a medium for either extending your content or aligning your brand?

With convenience and preference driving behaviors and the paths consumers take to the register—whether virtual or traditional—it’s vital for brands and retailers to understand what’s actually influencing their choices.

In the recently released Hispanic Market Overview 2016, presented by Lopez Negrete Communications, I skewered Saatchi & Saatchi New York for their recently released “Born Bold” total market campaign for Baja California-based beer brand Tecate.  By Adam R Jacobson

After 27 rewarding years as the producer of FIESTA BROADWAY, Los Angeles’ famous “Cinco de Mayo” street and music festival that entertained generations of L.A. Latinos through the streets of downtown Los Angeles, Peter Bellas has announced he has sold his company, All Access Entertainment, to a media executive from Anschutz Entertainment Group (AEG). 

LAPIZ appointed Luciana Cani as its new senior vice president, executive creative director overseeing the agency’s creative team.

Pinta recently appointed Krysten de Quesada to Account Director of its Miami office.