Agency

AIRE Radio Networks, a division of Spanish Broadcasting System, Inc., announced the second installment of its “La Musica En Privado” concert series.

The Hispanic Public Relations Association (HPRA) unveiled the findings of its first ‘State of Hispanic PR’ industry survey. The survey, conducted in partnership AHAA: The Voice of Hispanic Marketing, aimed to measure the opinion of industry professionals in order to tailor and develop programming to address specific needs or shortcomings. 

AHAA: The Voice of Hispanic Marketing announced that it will donate the Sara Sunshine archives to the Smithsonian’s National Museum of American History where they will become part of the nationally recognized advertising collections held by the museum’s Archives Center. The Sara Sunshine archives feature advertising print, audio and visuals from the 1960s to 1990s and include artifacts from Ms. Sunshine’s tenure at Spanish Advertising and Marketing Services (SAMS), the first recognized U.S. Hispanic agency founded in 1962, and Siboney Advertising. Among the major advertisers showcased in the Sara Sunshine archives are companies such as Colgate-Palmolive, Kimberly-Clark, Pepsi-Cola and Polaroid.

This commercial just reminder me once again how much I miss my Mom, who did anything to help me.  Happy Mother’s Day to all of our Industry’s Moms.

There’s a war going on, but you may not have noticed it.  It’s a subtle war that’s about to heat up substantially over the next few years: the war for talent!

Strategic and organizational factors are what separate successful big-company innovators from the rest of the field.  It’s no secret: innovation is difficult for well-established companies. By and large, they are better executors than innovators, and most succeed less through game-changing creativity than by optimizing their existing businesses.

If you’re a CPG marketer and you’re not yet leveraging digital video ads, it’s time to start. What makes digital video such a natural fit for CPG brands? CPG brands are already experienced TV advertisers. They are experts at using videos to tell great stories and make emotional connections with their audiences. So the leap from TV to digital video is actually a natural transition. Digital video advertising can also be closely coordinated with TV schedules so that multi-screen exposure can reinforce and enhance connections and messaging.

In time for Mother’s Day, Coca-Cola is launching a new Mother’s Day video “Inseparable,” an interactive video experience designed to tug at the heartstrings of both mother and child. It celebrates the remarkable, emotional journey of mothers and daughters, and ends with a simple message: “This Mother’s day give mom the gift she wants most. Call her.”

Some very bright people, whom I respect as colleagues, have expressed skepticism about a Total Market approach.  But they miss some key points in their understanding and its viability.

The article Requiem for Total Market quoting David Morse and Pedro de Cordoba does a good job describing Nielsen’s definition of the New Mainstream.  It is a fact that today America is more diverse and smart marketers will reflect that in their go-to-market calculations. There is no going back to the days of silos for clients or agencies.  Clients are changing and they expect their agencies to keep pace.  Will it be easy? No.  Will it work?  Yes.  And we have seen ample evidence of clients who are doing excellent campaigns that reflect smart thinking and collaborative efforts between their agencies and well as stand-alone programs. There is no one-size fits-all solution when it comes to a Total Market approach.

By Roberto Orci, President and CEO, Acento

NBCUniversal’s Hispanic Enterprises and Content announced the appointment of Ana Salas Siegel to General Counsel. 

Borden Dairy Company, parent for LALA brand in U.S. has selected Dieste, Inc. as its advertising agency for its LALA brands. Dieste will manage the brand strategy, digital initiatives, creative and media planning duties for both the U.S. and U.S. Hispanic markets.

TuYo  IPTV network will provide a la carte and pay-per-content channel bilingual and multicultural entertainment options for viewers when it debuts in July.

The executive leadership team from GSD&M and the founders of multicultural ad agency LatinWorks announced  the launch of Sibling, an integrated creative and media agency with a multicultural DNA.

As traditional TV time declines, digital video viewing across devices is driving time spent with video as a whole.

Following on from the gap we identified last week between brand marketing and the sales/trade/shopper marketing teams, the ANA has delivered a different gap analysis in a new report called “Enhancing Client/Agency Relations 2015.”  Before we continue, I want to make sure I follow the health and safety regulations here at MediaPost. We take them very seriously, so I want to make sure you are sitting down when you read the following quote, per CMO.com: “Just 27% of agencies reported that clients provide clear assignment briefs. Meanwhile, 58% of clients think they are doing a good job.”

Over the past decade the CPG landscape has evolved from being dominated by a few leading power houses to being rich and varied, ripe with start-up brands that are increasingly gaining market share and becoming beloved household names. But even as smaller brands grow toward a more mass market, the way they behave continues to set them apart from the longstanding CPG power brands they come to eventually compete against, and it’s helping them win when it comes to consumer loyalty. So what is it that they do differently?

By Gonzalo López Martí  –  LMMIAMI.COM

• Another year, another award season.
• Last week we saw a cool display of fresh thinking at the USH Idea Awards hosted by Círculo Creativo & AHAA.
• The bar is getting visibly higher.
• Biased as it may sound, it was refreshing too to see how the Hispanic Account Planning Excelencia Awards  (HAPE) and the Hispanic Media Planning Excelencia Awards (HMPE) are steadily gaining traction, attention and mileage (as you might know, HAPE & HMPE are an initiative of this publication).
• A tip of the hat to the Zubi gang for their copious HAPE & HMPE harvest.
• Let’s not forget that Zubi is one of the last staunchly independent full-service agencies left in this ever-consolidating wasteland of an industry.
• It is too a healthy reminder of the fact that this business exceeds the siren songs, smoke & mirrors emanating from the creative department.
• In any case, creative award shows are a necessary & useful professional lab to broaden the psychological and factual horizons of our output as a self-proclaimed pop culture-shaping line of business.

Pulpo announced that it has promoted Oscar Padilla to Senior Vice President of Marketing, Digital Media & Insights. Padilla was previously the Vice President of Strategy for Entravision’s Luminar Insights, a “big data” analytics and modeling provider uniquely focused on delivering insights on U.S. Latino consumers. Padilla succeeds María Lopez-Knowles, who was recently promoted to Chief Marketing Officer of Entravision.

Burson-Marsteller announced Jorge Ortega has joined the company as Executive Vice President and Managing Director of the agency’s Miami office, which serves the Florida market and is the headquarters for Burson-Marsteller’s Latin America regional business.

More than two-thirds (68%) of marketers and agency executives expect to see their digital video ad budgets increase in the next 12 months, according to the second annual “Digital Content NewFronts: Digital Video Spend Study,” a survey of 305 buy-side professionals conducted by Advertiser Perceptions and released by the Interactive Advertising Bureau (IAB). This optimism about the medium comes on the heels of a strong uptick from spring 2013 to spring 2015 in budget allocation to digital video by brand advertisers and media buyers, with the former increasing its commitment to digital video by a whopping 90 percent over that two-year time period.