Agency

The advertising industry can remember 2014 as the year of Madison Avenue’s biggest non-merger–and continued speculation as to what might happen to the sector’s smaller players–a market that was weak for television but booming for digital media and a reminder that technology is upending every aspect of the business.  Courtesy of Wall Street Journal

While a total approach to marketing might seem admirable, and offers the fantasy of economies of scale, in a country divided by so much, an integrated approach, rather than one grounded in cultural differences, hardly seems to fulfill the dream of better connecting with consumers.  Yes, a brand’s essence, its personality and messaging, should be unified and consistent.  But it is also likely to signify different things to different people.  By  David R. Morse – President and CEO / New American Dimensions, LLC

Havas announced the acquisition of Formula, an integrated communications and experiential marketing agency. With 100 staff members across offices in New York, Los Angeles, and San Diego, the new entity, Havas Formula, will be a full-service agency with practice areas in strategic communications, public relations, experiential, Latino, and experiential marketing.

The Hispanic population is expected to reach about 106 million in 2050, about double what it is today, according to new U.S. Census Bureau population projections. But the new Hispanic population projection for 2050 is lower — by nearly 30 million — than earlier population projections published by the bureau.

Cross-device targeting is still in its early days, even as growing numbers of advertisers, publishers and ad platforms participate in the practice.

I’ve written before about why I believe the media industry’s future with most brand advertisers will be all about delivering specific business outcomes (leads, sales, etc.), in a predictable, provable and scalable way, not just about delivering a promised basket of media outputs (impressions, GRPs, etc.). The more folks in the business I talk to about this issue, the more certain I am that it will happen.

The terms of citizenship and social life are rapidly changing in the digital age. No issue highlights this any better than privacy, always a fluid and context-situated concept and more so now as the boundary between being private and being public is shifting.

A recent study by Austin-based marketing, advertising and research firm Mando Rayo + Collective (MRC) in conjunction with EthniFacts and support from Kapor Center for Social Impact sheds light on the Latino experience at the South by Southwest Interactive Festival, calling for greater inclusion of Latinos into programming and panels at the Interactive portion of the annual event.

People will seek to get the very best from themselves, and the very most from their lives.

The creative industry should see more hiring activity in the months ahead, according to new research from The Creative Group. One-third (33 percent) of advertising and marketing executives surveyed said they will expand their creative teams in the first half of 2015, up 21 points from six months ago. Fifty-six percent plan to maintain current staff levels in their organizations, 5 percent project hiring freezes and 6 percent expect to reduce the size of their staff.

The Hispanic Public Relations Association (HPRA) voted to elect Andy Checo, Director, Publicity & Community Affairs at MundoFox, president of the 2015 National Board of Directors. Checo had been serving as president-elect of HPRA during the 2014 year and as the HPRA-New York chapter president since 2013.

As The Affordable Care Act continues to sign on Hispanic enrollees, the size of the Hispanic market and its purchasing power of more than a trillion dollars cannot be ignored. Though the Hispanic market has been long underserved, Healthcare companies and organizations have the opportunity — and the responsibility — to address this growing demographic.

Kantar has acquired the majority interest and control of Latin America’s leading media measurement business, IBOPE Media.

The Interactive Advertising Bureau (IAB) released the “State of Viewability Transaction 2015,” a position paper offering the digital media and advertising industries guidance on how to manage the shift of digital media’s “audience currency” to 100 percent viewability.

Local television broadcasting companies FOX, Tribune Media, and Univision have joined forces with Timeline Labs to announce NewCoin LLC., a new data venture aimed at addressing deficiencies in local market television audience measurement.  The mission of NewCoin is to harness the data gathering power of currently available and emerging technologies, in order to create a broader based measurement tool that will accurately measure audiences across the entire spectrum of linear and digital platforms.

Toyota has teamed up with actor William Levy to create the first-of-its-kind, choose-your-own adventure video on Instagram with the bold new 2015 Toyota Camry.

“Achieving success requires more than just doing the right thing,” says Geoffrey James, contributing editor and award-winning blogger at Inc.com and author of Business Without the Bullsh*t: 49 Secrets and Shortcuts You Need to Know. “Success also means changing the behaviors that hold you back.”

NBCUniversal rolled out Telemundo Now on Xbox One®from Microsoft, joining USA Now and Syfy Now.

Henry Stewart Publications and The Center for Multicultural Science have announced that a significant new publication in the field of marketing, Journal of Cultural Marketing Strategy will be launched in 2015.

Tampico Has selected Macias Advertising and Roar Media in the U.S, including General, Total and Hispanic markets.