Agency

Welcome to the fourth episode of #TotalMarketTalk, a new Digital series created by NGL Media and NGLC exclusively for HispanicAd.  In this installment, David Chitel, CEO of NGL Media and Founder of NGLC, speaks with Steven Benanav, VP Content Partnerships & GM, Flama.  Hear all about Flama, Univision’s English-language Digital platform, and their strategies being utilized to reach and engage digitally-connected Latinos.  You’ll also get an inside look into Flama’s original series, and work they’ve done with Fortune 500 advertisers such as Coca-Cola.

“Healthier-outlook” consumers of different cultures differ in shopping preferences –their perceptions of “healthy” brands are so different that there are no commonalities among the top 5 breakfast Brands across segments. They also choose to shop in different retailers beyond Whole Foods & Trader Joe’s.  Segmenting by Wellness Segments & Scores based on healthy attitudes & good behaviors is a valuable growth planning tool, as Brands with higher Wellness Scores experience higher growth rates than brands with lower Wellness Scores.

By Gonzalo López Martí  –  LMMIAMI.COM

• I’ve been ranting as of late about a certain isolationism hindering the creative output in the US Hispanic market.
• It is true though that coming up with disruptive creative work in the US Hispanic realm can be awfully hard.
• Let alone selling it to some clients, mostly monolingual folks who usually don’t understand the insights and the in-culture concepts.
• Hence a lot of good ideas get lost or mortally wounded & watered down in translation by the time they manage to see the light of day.
• If they ever do.
• US Hispanic creatives confront lots of constraints.

The chief digital officer (CDO) role emerged alongside the digital transformation, and companies are rapidly making room for the position. In a report released in May 2015, The CDO Club estimated that the number of CDOs worldwide would double between 2014 and 2015, from 1,000 to 2,000. This was more than four times that of the 488 registered in 2013, and almost 800% more than 2012’s 225.

Millennials have dominated the news agenda, not to mention popular discourse, for the past few years. But now a new, younger generation is poised to come of age–and they’re a different group altogether.

Univision Communications Inc., the leading media company serving Hispanic America, today launched the recently announced “Todo Es Posible” (Everything is Possible) campaign, a multiplatform initiative that will bring to life the core values of the Univision Network brand and the journeys of Hispanics in the U.S.   The campaign will focus on seven themes – Tenacity, Love, Respect, Building Bridges, Achievement, Pride and Union – to connect with viewers through relevant and engaging content that reinforces the tenets of the beloved Univision Network brand and tell the stories that define the Hispanic experience in the U.S. 

AARP, the nonprofit organization, hosted a concert prior to the Life @ 50+ event which will be taking place in Miami this year. Puerto Rican singer Gilberto Santa Rosa was in charge of energizing the night in a celebratory and joyful atmosphere.

There is a growing generational gap in how diversity and inclusion is defined in today’s workplaces, according to “The Radical Transformation of Diversity and Inclusion: The Millennial Influence” a new study by Deloitte and the Billie Jean King Leadership Initiative (BJKLI). The research shows that Millennials see inclusion as vital to business success and believe cognitive diversity is critical to engagement, empowerment, business growth and competitiveness.  In contrast other generations tend to view it through the traditional lenses of demography, representation, and assimilation.  

Big Voice Communications (BVC), a woman-owned, independent public relations agency known for its strategic, multichannel strategies, is celebrating its 10-year anniversary this month.

You think you’ve seen digital disruption? You haven’t seen anything yet. It’s just getting started. What’s been vertical disruption is about to go horizontal in a big way.

iHeartMedia announced the return of the iHeartRadio Fiesta Latina Presented by Sprint on Saturday, November 7, 2015. For the first time, the star-studded event will take place at AmericanAirlines Arena in Miami and will broadcast on TELEMUNDO.

English Proficiency Rising Among Latinos as Spanish Use at Home DeclinesA record 33.2 million Hispanics in the U.S. speak English proficiently, according to a new Pew Research Center analysis of U.S. Census Bureau data.1 In 2013, this group made up 68% of all Hispanics ages 5 and older, up from 59% in 2000.

Verizon Communications Inc. announced the signing of an agreement to purchase AOL Inc. for $50 per share — an estimated total value of approximately $4.4 billion.

Close to 100 former employees of The Bravo Group, the legendary agency of the 90s, will gather in New York City on Saturday, May 16 right after the upfronts.

By Gonzalo López Martí  –  LMMIAMI.COM

• Award shows can become a collective hallucination far too removed from reality. Many a creative considers award festivals a safe haven where “ideas” can be celebrated sans that pesky client intrusion.
• Award shows can be a collective guilt trip too: many a creative feels dirty about making a living in such a capitalist, phony trade.
• Especially Hispanocatholic creatives.
• (It takes one to know one.)
• On the other hand, when self-loathing & dirty consciences are properly channeled in productive ways the outcome can be plenty positive.

Creative Civilization – An Aguilar/Girard Agency, has been recognized with 11 Del Oro Awards, including “Best of Category” honors, from the Public Relations Society of America (PRSA) in San Antonio, bringing the total awards for the agency to 26 in 2015 – including two national Telly Awards, recognizing the Agency’s television advertising campaigns, and 13 ADDY® Awards from the American Advertising Federation (AAF) of San Antonio.

Changes to the American demographic landscape is absolutely changing the way corporations market to consumers, overall. This new demographic reality has profound implications on a number of business disciplines, especially market research. David Burgos, Senior Vice President at TNS recently published a paper titled, Total Market: Driving Strategy in a Multicultural Nation, in a Multicultural Marketing Special Issue in the Journal of Brand Strategy, published by Henry Stewart Publications. This Special Issue, in addition to The Journal in Cultural Marketing Strategy soon to be published in 2015, were conceived by Jake Beniflah.

Nearly half of top executives say they weren’t effective at earning support for their new ideas when they moved into C-suite roles—and more than one-third say they have not successfully met their objectives during their tenures. But even successful transitions1 didn’t require new executives to have all the answers, and certainly not within their first 100 days in the job. These are among the key findings from a recent McKinsey Global Survey on executive transitions,2 which asked C-level respondents how they managed the business, culture, team, and self-management aspects of their new jobs.

A quarter (24%) of the American adult population, an audience of 59 million strong, is turning to original digital video programming at least once a month, according to the “2015 Original Digital Video Study” from the Interactive Advertising Bureau (IAB).

More than ever, marketers are under pressure to demonstrate their business value. In a March 2015 study by Demand Metric and VisionEdge Marketing, 83% of marketing professionals worldwide said the pressure to prove their business contribution had increased.