Agency

Intent drives search campaigns, and emotional connections drive intent. For the past year I have been writing about how emotions will become the next targeting signal in search and other media. Now the Harvard Business Review (HBR) has released 10 signals that significantly affect customer value across all categories studied.

By 2030, all of the nation’s population growth will come from the multicultural millennials of today, according to Nielsen’s recent report, “The Multicultural Edge.” These media-savvy, socially empowered “super consumers” are the imperative for both brands and publishers to understand. But where are brands supposed to invest their time and money to reach this highly influential and sometimes fickle audience?

There is a new book out by Michael Wolff called “Television is the New Television.” I have not read it yet,  but have seen various reviews of it.

By Gonzalo López Martí       LMMIAMI.COM

• How & why did the @Lelepons juggernaut happen?
• How did she become possibly the most important Hispanic influenceleb in the country even before she could drive a car, vote or drink alcohol (let alone buy it)?
• You still don’t know who Lele Pons is?
• Well, she’s on Vanity Fair’s New Establishment / Disrupters list.
• The other one is Jessica Alba and there are no Hispanic males featured on the list.

A part of its 2015 communication campaign, El Ojo de Iberoamérica launches a videogame in which ChinChin, the wrestling cholita, fights against four stars of regional and worldwide creativity.

For years, empowered consumers have held the upper hand when it comes to making purchasing decisions. But companies are fighting back.  by David Edelman and Marc Singer

Multiscreen users spend the same amount of time viewing video on TV as they do on digital platforms, yet remain less receptive to digital ads, found AdReaction: Video Creative in a Digital World (AdReaction Video), a new report from Millward Brown that examines video use and creative response across screens and the impact for marketers.

A lot of the target focus and discussion today around Hispanic segments are on what I like to refer as the “middle market.” I use this term to group all of the fancy definitions used for Hispanics that have a little (or a lot) of two cultures in them: American (or I should probably say Anglo) and Hispanic culture. The fancy words to define this middle market include: biculturals, ambiculturals, transculturals, Americanos, etc. I welcome my readers to suggest a few more; some of these are actually cool and creative.  By Roberto Siewczynski, SVP, Group Director , Epsilon

Puerto Rico’s nearly decade-long economic recession has led to people leaving the island for the mainland in numbers not seen in more than 50 years, new Pew Research Center analysis of Census Bureau data has found.  By Jens Manuel Krogstad

Terra recently signed an agreement with Natcom to publish Natcom’s health, wellness, and lifestyle short-from content on Terra’s digital platforms.

Millions of Americans depend on OTC medicines to deliver relief for minor ailments. While most Americans surveyed report they understand the importance of reading the OTC label, many also report not paying consistent attention to it as a critical tool for the safe and responsible use of OTC medicines.

Most US internet users have adopted emojis, at least enough to use them once in a while. According to August research, they help consumers communicate more easily and effectively—a potentially powerful insight for brands.

NBCUniversal Telemundo Enterprises received six awards at the 2015 NAMIC Excellence in Multicultural Marketing Awards (EMMA) on Wednesday, September 30 at the 29th Annual NAMIC Conference. 

The California Milk Processor Board (CMPB), creator of got milk? and toma leche, has launched a new chapter with the Food Loves Milk campaign, designed to pique consumers’ interest in drinking milk with a wide range of foods, from time-tested classics to new pairings.

If you work in the world of brands, at some point you’ve probably heard an exasperated creative director quote legendary adman Bill Bernbach: “How do you storyboard a smile?”

Millennials just want to have fun.   That may sound like a Cyndi Lauper lyric. It’s really a crucial insight for loyalty marketers who want their customer rewards programs to be a smash hit with the 80-million-strong U.S. consumer segment accounted for by 18- to 34-year-olds.

Nielsen announced the results of a sales effect study that examined radio’s return on advertising spend in four retail categories. The four categories included department stores, home improvement stores, mass merchandisers and quick-service restaurants (QSR).

For the past several decades, the conversations and editorial content in multicultural marketing have focused on how the Hispanic market is a younger market.  Given Corporate America’s ongoing obsession with the Youth and Millennials, this has been an appealing selling point that many have used to gain the commitment of marketers and secure marketing budgets.  While true, the tide has officially turned and the 50+ segment of the Hispanic market gained some much-deserved attention at two concurrent, high profile industry forums.  By Louis Maldonado, Partner and Managing Director at d expósito & Partners

A new study looked at what healthcare executives are doing to serve the U.S.’ emerging Hispanic population, including challenges, opportunities and strategies surrounding Hispanic healthcare.

Bilingual individuals, who can read and write in English and their native language, drop out of high school at lower rates, enter higher status occupations, and can earn more than those from immigrant backgrounds who only speak English according to a new study released today from the Civil Rights Project at UCLA and Educational Testing Service (ETS).