Agency

Tengo que hacerle caso a mi corazón, y aunque probablemente estas palabras no sean del todo populares con la mayoría de mis colegas, aprovecho este espacio para un humilde llamado de atención.  Es motivo de creciente preocupación para mi observar cómo muchos creativos están cayendo en su propia trampa. Lo vemos sobre todo en los festivales, pero gracias a la “desnudez” del Social Media, cada vez se nota más en vanos y superfluos postings que intentan amplificar esos casos, montados para hacer sentido de campañas más que de las propias ideas.  Por Luis Miguel Messianu, Creative Chairman-CEO at Alma DDB Miami

Consumers will pay a premium for local food – 78 percent of survey respondents are willing to pay a 10 percent premium for local food, up from 70 percent in 2014.

Latinas Think Big, a global society of progressive Latinas, and a social innovation platform created to catalyze the careers and ventures of Latinas, is announcing the launch of the first startup communities designed for Latinas.

Predictive marketing is emerging as the best strategy to embrace data analytics to guide decisions and increase the visibility of markets. While it is still the early stages for this strategy, it won’t be long until most organizations will be investing in it. Predictive marketing is poised to enter the mainstream, and those organizations that move forward with it will lead their markets.

We are reaching fever pitch when it comes to marketing to Millennials.

The TV advertising landscape looked very different in the ’80s, when Wendy’s ran its famous “Where’s the Beef?” campaign.  TV advertising measurement is due for a makeover!  ComScore’s acquisition of Rentrak demonstrates how media consumption, particularly video, is becoming more and more addressable.  So marketers are looking for data that helps them understand viewer behavior and marketing effectiveness.

Despite an internet penetration rate that lags behind nearly all its neighbors, Mexico still remains a major digital market due to the sheer size of its population.

A lot has been written about last week’s announcement that the Association of National Advertisers has instructed Ebiquity and K2 Intelligence to investigate if agencies are really as devious as some say they are.

By Gonzalo López Martí / LMMIAMI.COM

• As my loyal readers, fans, detractors, fans and haters know well, as of late I’ve been attempting to analyze the hows & whys of the @LelePons juggernaut.
• How did she become possibly the most important Hispanic influenceleb in the country even before she could drive a car, vote or drink alcohol?
• You still don’t know who Lele Pons is?
• Don’t worry: People en Español doesn’t seem to know who she is either.

The Smithsonian’s National Museum of American History added campaign materials and personal artifacts related to Hispanic advertising agencies and their founders through a collaboration with the AHAA: The Voice of Hispanic Marketing. AHAA is supporting the museum’s initiative to expand on the advertising collections held in its Archives Center with a financial donation and with introductions to agency leaders and firms who had a significant impact on advertising history.

In the opening keynote of the Hispanic Television Summit, Gonzalo Del Fa, president of GroupM Multicultural, issued a plea for better data and understanding of Hispanic viewers to boost the value of Hispanic TV.  By: Jon Lafayette, Broadcasting & Cable

The question of how we measure advertising success is not new.Whether it is about an immediate response, building long-term brand measures, or somewhere in-between, is an age-old debate.  By John Svendsen – Global Brand Director, Media – Millward Brown

The digital landscape has changed drastically from the height of the mother blogging era. Mothers are now making strong waves on Pinterest, YouTube, Instagram, Twitter, and of course, Facebook. Maria Bailey, CEO of BSM Media and author of “Millennial Moms: 202 Facts Marketers Need to Know to Build Brands and Drive Sales,” spoke with eMarketer’s Alison McCarthy about the shifting behaviors of digital mothers and what that means for marketers.

When the Association of National Advertisers (ANA), in collaboration with McKinsey and Co. and GfK, asked marketers about how they would respond to profound changes in the business landscape, a range of responses all tying back to data came out on top. The greatest share, 83%, believed that it would be very important for marketers to know how to make data-informed decisions to respond to such disruptions to their jobs.

With all the buzz surrounding Millennials, marketers should keep their eye on Latina moms. This influential demographic controls the majority of Hispanic purchasing power, is growing in numbers, and is looking for content that is tailored to them.  By Lee Vann / Captura Group

Internet ad revenues in the United States reached a landmark high of $27.5 billion in the first half of 2015, according to the IAB Internet Advertising Revenue

CPG companies produce an estimated 20,000 new products each year to keep up with increasing consumer demands. Growth requires a constant stream of new ideas, product updates and whole new category innovations. Without input from the market, it’s nearly impossible to ideate, test, and manufacture winning products at the speed that’s needed to stay competitive in the cutthroat retail environment. As a result, CPG companies need to turn to market research to better understand, incorporate and meet the interests of consumers to help them make smart decisions about the product development process. Here are a few ways you can incorporate market research into your product development efforts.

With On Your Feet!, her life-based sizzling musical on Broadway, and as vibrant as ever, international Latino superstar Gloria Estefan was honored in New York last night by another American icon: McDonald’s.
 

The ANA (Association of National Advertisers) has selected K2 Intelligence, an assessment, compliance, and cyber-defense services firm, and Ebiquity/FirmDecisions, a marketing-performance optimization company, to lead discovery and fact-finding efforts into media transparency issues, including rebates. Among other key priorities is demystifying the landscape, which is critical to developing longer-term transparent business practices.

Technology in many forms has shaken up the role of chief marketers. From cookie-less and incognito browsing to the overwhelming minefield of user data to the proliferation of programmatic software, today’s CMO is now part-data scientist, part-digital strategist, part-research specialist, part-technologist and more.
Ad blockers, lack of measurement standards and the death of creative are just a few of the topic areas which were addressed recently at Advertising Week in New York. However, it’s just as interesting to look at what CMOs aren’t talking about and aren’t eager to shout from the rooftops.