Agency

Univision’s Sabado Gigante (Giant Saturday) is bringing viewers a special one-hour televised program “La Hora de la Felicidad” (The Hour of Happiness) in partnership with Coca-Cola. The beverage company’s Hispanic holiday campaign “Haz a Alguien Feliz” (Make Someone Happy) will take the national stage during the special on Saturday, December 6, 2014 from 9 p.m. to 10 p.m. ET on the Univision Network.

Like other shopper groups, Hispanics vary tremendously in terms of such demographics as income, age, country of origin, life style, and the use of digital, social and mobile communication platforms and how that impacts their path-to-purchase. However, unique to the Hispanic population is variation based on level of acculturation. Some Hispanics continue to prefer Spanish-language media, speak mostly Spanish and live in tight-knit Hispanic communities. At the other end of the continuum are the many Hispanics who are completely integrated into American culture and lifestyles.

The report looked at which online channels Hispanics use to shop, what motivates them to complete a purchase and how marketers can increase conversion rates for this segment. These fresh insights on Hispanic shoppers will be of value to marketers in the midst of their holiday campaigns.

This study offers a comprehensive look at adoption, tactics, and benchmarks from the top brands in the world.

The internet of things (IoT) has been a topic of debate among technologists for years, but the term is only just making its way into the mainstream.

The program is the first bilingual video series for the brand, sponsored by Spanish-language broadcast network MundoFox. 

ANA (Association of National Advertisers) recommends that clients generally not indemnify agencies for patent claims. Rather, agencies should assume the liability for their work product, including liability for patent infringement. Accordingly, client/agency contracts should include “indemnity clauses” which require that the agency step in and defend the client in the event of a patent infringement claim.

Nielsen is releasing the newly rebranded cross-platform report as the Total Audience Report. As we have seen with previous reports, there is an accelerated growth and proliferation of technological devices. These devices have allowed consumers to connect with content anytime and anywhere. What used to be a schedule to watch programming now seems like little more than a suggestion, considering viewers currently have choices to watch live linear programming, on-demand, through subscription services and apps, among other ways to tune in.

Wheeler joins la comunidad from Grey New York where he led the Volvo North America business as Executive Creative Director.

República has been named Best Agency Using Social Media to Reach Latinos by LATISM (Latinos in Tech Innovation and Social Media), the national organization for Hispanic professionals in technology and social media.

Tecate and Tecate Light, cervezas con caracter, announce the digital launch of Manfidence, a witty and bold campaign that was executed in partnership with Facebook’s multicultural team and Creative Shop.

More than 60% of nonprofit professionals in North America polled in August 2014 by Content Marketing Institute (CMI) and Blackbaud said their organizations used content marketing. And they’re not doing it to raise money.

The Story

Recently, a 30-second AT&T television ad, “Vivir Sin Compromisos,” caught my attention. It shows young, appealing, Latinos talking about themselves and reacting to the company’s cellular service.

What makes this ad stand out is that the actors speak in English, Spanish and mix of the two — Spanglish.

Because of that, we wanted to understand how the ad resonated with Spanish-Preferred Hispanics, English-Preferred Hispanics and Bicultural Hispanics, so we tested it.  By Mario Carrasco / partner, ThinkNow Research

Key findings from the survey in fashion, beauty and personal care, digital media, food, gaming and entertainment

Few film producers have a resumé as impressive as Ed Rivero’s. He’s as crossover as it gets. He worked years with the most powerful players in Hollywood (Ridley & Tony Scott ring a bell? Quentin f*****g Tarantino?) yet he saw a business opportunity in the Hispanic market and jumped in with both feet. These days he runs one of the coolest production companies in our industry, LA-based Cortez Brothers. His roster of directors reads like the wet dream of a creative with Cannes ambitions.  By Gonzalo López Martí – LMMIAMI.COM

While digital media players clearly enable use of streaming video and other platforms that enhance viewer control, new GfK research suggests that they may actually provide a net gain for traditional TV viewing.

Carlos Calancha has joined MediaCom as the new CEO for its operation in Puerto Rico. He joins after several years working for Grey, first in Puerto Rico, followed by regional roles and most recently over three years as COO of Grey Peru.

Exhibit space blew sponsorship sales out of the water when it came to revenue share, though, accounting for half of total event revenues. Meanwhile, dollars from sponsorships added up to represent 16% of total revenues, with attendee revenues landing in second.

For a very long time, marketers developed strategies to achieve marketing objectives like awareness, perception and efficiency.  The pendulum shifted recently, with marketers now starting to take a more significant seat at the C-level table, realizing that marketing metrics are not necessarily as important as standard business metrics — though marketing measures do provide a bridge to meet standard ones. And now the ultimate accountability for marketing is revenue and sales. Today’s marketers understand addressability and accountability, and if they don’t then they’re destined to be replaced.

For over 50 years, there was only a single “app” for TV viewers. It was an entertainment app whose sole function was to stream premium video content. Over the years, new versions of the app were released, including more channels, an interactive programming guide, higher definition displays, and the ability to record and playback programs. Viewers could customize their version of the app to some extent by negotiating with their app developer – that is, their cable or satellite company.  By Chris Louie, VP Product Leadership / Nielsen