Agency

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

An estimated 11.3 million unauthorized immigrants lived in the U.S. in 2014, according to a new preliminary Pew Research Center estimate based on government data. This population has remained essentially stable for five years after nearly two decades of changes.  By Jeffrey S. Passel and D’Vera Cohn

Unfortunately, most marketers have not been able to take advantage of that opportunity. By the time that they can connect the dots, the user has already moved on. They either purchased their product elsewhere or lost interest. Blame the fickle attention span of today’s on-demand mobile consumer.

For a few years, media agency group Havas has published an annual index of “Meaningful Brands.” The index measures if consumers could see themselves living without brands X, Y or Z. Turns out they can. And also without A, B, C and pretty much the rest of the alphabet.

The National Association of Hispanic Journalists (NAHJ) board of directors has selected Alberto B. Mendoza to be NAHJ’s new executive director.

When asked about the biggest challenges to multichannel marketing, nearly a quarter of respondents said they lacked the time and resources to develop and execute multichannel campaigns, and the same percentage struggled to get buy-in at the board level. Similarly, other issues related to a lack of investment in tools needed to manage multichannel campaigns as well as a limited understanding about the process as a whole.

Target’s #SinTraducción advertising campaign caught my attention recently. The ads incorporate Spanish language songs and lullabies to try to resonate with their Hispanic customers. An interesting aspect of these ads is that they’re running English and Spanish versions of them but in both versions the songs are in Spanish.

Amica Mutual Insurance Co. recently completed its inaugural campaign for the Hispanic market, partnering with d expósito & Partners as its agency.