Agency

Our job is not always easy, since many times we need to manage the public relations process in the US Hispanic Market, which is solely Business to Consumer (B2C) driven.  By Gene Bryan / Hispanic Media Sales, Inc.

Entravision Communications Corporation launched an APP for El Show de Erazno y la Chokolata.  

PR campaigns targeted specifically at a business audience, known as B2B PR, differ from most consumer PR campaigns because you must sell the company first and the product or service second.

It takes a special kind of person to be successful in business-to-business (B2B) public relations. They need to be ambitious, excited at the prospect of understanding how companies operate, detail-oriented, creative and (in agencies at least) highly organised and efficient.  By Heather Baker, @TopLineFounder

Business-to-business (B2B) and business-to-consumer (B2C) marketing is different. Some people think marketing is marketing and whether you are marketing to consumers or marketing to businesses, you are still just marketing to people, right?

Casanova Pendrill announced two senior hires to its management roster.  Jean Malley-Vega joins the Agency’s New York office as Vice President, Group Account Director and Humberto Rodriguez joined the Costa Mesa, CA office as Director of Production.

Fernando Sánchez Servitje, grandson of Grupo Bimbo Co-Founder Don Roberto Servitje Sendra, has advanced his professional career by joining Legion Advertising LLC as an esteemed Partner and Director.

CMOs traditionally have focused on the big picture. They understand powerful consumer insights and seek to harness their agency partners to turn them into effective communications. There’s expectation and trust in this process. They sign off on the purchase of a box of 20 pralines but all too often what they get are three coffee creams.

Perspectives on Media Transparency from All SidesIn the past two decades, inventions and innovations have shifted how we consume media. From print to television to desktops to mobile, we’re now connected to publishers, advertisers and one another in an instant, from any place in the world. Just in the past four years, digital engagement by consumers has more than doubled, led primarily by the massive growth in mobile.

Jessica Rich, Director of the FTC’s Bureau of Consumer Protection, introduced a new Spanish-language video about imposter scams at the Legislative Summit hosted by the National Association of Hispanic Publishers and the National Newspaper Publications Association.

More adults make restaurant and retail purchases on the weekends than do so during the week, research found.

This software-advertising company, headquartered in Silicon Valley, is offering a full suite of enterprise applications available to US Hispanic market.

“The Self Made Economy is more than a marketing mantra, bigger than a trend. It is a bona-fide phenomenon, a revolutionary call to action and a fundamental reboot of the way Americans are rising to the challenge of innovation in an information age society where disruption and change are the norm,” says Guy Garcia, President of New Mainstream Initiatives at EthniFacts. “Along with multicultural Americans, particularly immigrants; and millennials and young adults; women are the vanguard of the Self Made revolution, gaining and leading as entrepreneurs, heads of households and commanding more than $11 trillion in investable assets.”

Many customer-experience transformations stall because leaders can’t show how these efforts create value. Patiently building a business case can fund them, secure buy-in, and build momentum.

The sharing economy is booming. Some of the most highly valued tech companies in the past decade have been spawned from this new economic model, tapping into the collective for services rather than a single entity. With sky rocketing valuations comes tremendous pressure to consistently increase revenue for investors in order to set themselves up for an eventual IPO.

A paper titled ’Positive Effects of Negative Publicity: When Negative Reviews Increase Sales’ by Jonah Berger, Alan T. Sorensen, Scott J. Rasmussen and published in Marketing Science finds that bad publicity can have positive effects, but only when the subject of the publicity is little-known.

Every time I speak with someone about Hispanic marketing, it is clear there is a huge disconnect between understanding the importance of reaching Hispanics and actually doing so. Marketers see the huge potential of this consumer group, so where is the disconnect?  By Holly Pavlika, SVP of strategy, Collective Bias

Two things caught my eye last week here on Mediapost. One article summarized an ANA study suggesting that a growing number of marketers are taking programmatic in-house because… fraud and transparency: ). The other article stated that, according to research by Technology Business Research, of every dollar spent on programmatic only 40 cents reaches actual consumers!

Brands want viewers to engage with their video content, whether that means liking, sharing, or commenting. A step beyond that is when branded content inspires viewers to create their own content in response. Since it requires much more effort on the part of the viewer, this kind of engagement is much rarer.