Agency

The tracking of consumer perceptions – and the overall equity built from these perceptions – is a vital part of understanding and building a consistent, compelling 360° brand experience. Getting a fast read of what people believe and feel about a brand, and how this is impacted by the communications they see, enables marketers to quickly course-correct – flexing and changing messaging and creative to better deliver on brand goals.

Failure is a common innovation outcome; 85% of new products are ultimately unsuccessful. While there are many factors at play, decline in the second and third years in market can largely be attributed to the “launch ‘em and leave ‘em” philosophy of many manufacturers today. Brands tend to focus less on new products after the first year in market, leading to significant declines in sales.

According to research from a CMO Council survey of 276 marketers in the first half of the year, there’s a new focus on finding high-performance marketing partners with specialized knowledge and business acumen. An overwhelming 83 percent of clients surveyed are looking for unique skill sets and specialized capabilities not found in most ad agencies or media buying firms.

This report, Millward Brown Digital’s 2nd annual Getting Digital Right study, provides an overview of the state of digital. With input from over 400 marketers spanning brands, media companies, and agencies, we summarize their insights and perspectives on getting digital right.

Rosa Alonso, a recognized Digital Expert and a well-known persuasive voice of mobile and new communications technologies, has joined d expósito & Partners, LLC, in the newly announced position of Director of Digital Strategy and Innovation.

There’s no doubt that advertisers are funneling money into digital, mobile and social (DMS). However, recent research suggests they’re still struggling to deliver audience across these channels.

Televisa, in collaboration with Nexos Worldwide, has assembled a team of professionals that will help U.S. marketers reach consumers in Mexico.

With roughly three-quarters of Americans owning a smartphone, the ability to connect via mobile is now a necessity—for consumers looking to connect with content, as well as for marketers looking to connect to them!

Since 2009, Millward Brown experts from around the globe have offered annual predictions for the coming year – forecasting the hottest digital and media trends and providing recommendations to help advertisers move confidently into the coming year

While 2000 didn’t bring us the end of the Internet predicted by Y2K, technology has transformed dramatically in the intervening years. We’ve gone from the earliest smartphones to roughly three-quarters of Americans owning a smartphone. And technology isn’t the only thing that’s changed. The composition of the country is shifting: 92% of the total growth in U.S. population from 2000 to 2014 came from multicultural groups. With these changes, our lifestyles and consumer habits have also evolved.

It’s amazing how many things we don’t question, how many critical assumptions powerfully shape the world around us that are based on muscle memory and reasons that we forget no longer exist.

With marketer demand for digital media exploding, a new Standard Media Index (SMI) analysis has been able to pinpoint with a high level of accuracy just how much the shift to new media has cost the traditional channels.

Five years into the economic recovery, things are looking up for young adults in the U.S. labor market. Unemployment is down, full-time work is up and wages have modestly rebounded.

Frontier Communications Corporation announced the appointment of Gabriela “Gaby” Zabalúa as vice president of multicultural marketing.

Brandstyle Communications announced the opening of a Miami office. It will be headed by marketing and PR veteran, Michelle Aristondo Chereque.

Shoppers are using a larger variety of payment options with digital and mobile payments serving as supplements to the traditional cash and card-based payments tools, according to new research released by Blackhawk Network.

Transitions Optical, Inc. announced a three-part web series entitled “Estilo a Primera Vista.”  Hosted by celebrity stylist Irma Martinez, the webisodes are designed to encourage U.S. Hispanics to embrace eyewear as a stylish accessory that can enhance their look, as well as their vision.

Here’s the thing. When I said much of a businesses performance comes down to luck, that sounded disparaging. But it’s far from it. Luck could also be defined as the circumstances of our environment: the factors that lie beyond our control.

Zoosk has revealed the results of its first “State of Hispanic Online Dating” survey, an initiative that aims to shed light on dating trends among Hispanic consumers.

Lately, as we have grown accustomed to, there have been some articles suggesting that the use of Spanish among Hispanics may be dying out. I have been hearing very similar comments and reading similar studies since I started in this industry ―almost thirty years ago. In fact, I can even quote an ex-colleague saying, “Chica, don’t waste your time in the Hispanic advertising industry ―it will disappear in the next five to ten years.”  by Gloria Constanza – Partner and Chief Contact Strategist / d expósito & Partners