Agency

2015 will be the year of mobile!Wait, people have said that about every other year? How many years have we been saying that one now — five? Six? Sigh.

Prosumer, city-sumer, sellsumers, JOMO and FOMO. Marketers and brand managers are constantly bombarded with fancy terms and buzzwords hailing the next big consumer trend. This can be overwhelming and brands often find it challenging to tap into every trend out there. The trick lies in knowing which ones are most relevant to their business.

Millennial males are, in theory, elusive creatures. They’re commonly thought of as cord cutters who can’t be—and don’t want to be—reached. But many marketers remain eager to connect with this young, digitally-savvy group.

Consumers are voting at an accelerated rate for brands that enable customization.

Marketing today is radically different from the way it was just 10 years ago, because marketers today depend on two things that were never so important before: data and content.

Lapiz, a Chicago-based advertising agency for emerging cultures, promoted Lizette Morazzani to creative director.

Just read an article in the LA Times on how Latino Urbanism is informing how LA is remaking and reinventing itself. This is not only taking place in traditional Latino communities like Boyle Heights and Pacoima but it is also happening alongside many African American communities in South and Southeastern LA. As I read the article I thought about how “Hispanic Marketing 101” historically influenced this dynamic.  By Richard Vasquez / Vasquez & Associates

Media sales veteran Rosy Marin will depart her post as Chief Revenue Officer at Pulpo Media, ten months after assuming the post.

Internet users say digital tech makes them better informed than 5 years ago.  Rather than crushing them with too much information and making it hard to find useful material, most Americans say the internet and cell phones have brought benefits in learning, sharing and diversifying the flow of information into their lives.

Almost a quarter of video ad impressions and more than half of third party sourced traffic is fraudulent, according to the ANA (Association of National Advertisers) and online fraud detection firm White Ops’ study of bot fraud in the digital advertising industry.

First the good news: The way Americans feel about their own finances and the US economy is nowhere near as dismal as it was during the 2008–12 recession. The bad news is that, while things aren’t getting worse, they’re not getting much better either. Consumer morale, although stable, remains stubbornly low.

NBCUniversal’s Hispanic Enterprises and Content announced that it has added República to its agency roster. República will report into Jacqueline Hernandez, Chief Marketing Officer, Hispanic Enterprises and Content, NBCUniversal.

According to ZenithOptimedia’s new Advertising Expenditure Forecasts, global adspend will grow 4.9% to reach US$545 billion in 2015. The global economy is expected to improve (the IMF predicts 3.8% global GDP growth in 2015, up from 3.3% in 2014), but advertising faces a tough year-on-year comparison after the Winter Olympics, World Cup and US mid-term elections in 2014. Adspend growth will therefore be slightly below 2014’s 5.1%.  2016 will be a quadrennial year – with the Summer Olympics, US Presidential elections and the UEFA European Football Championship – and we expect these events to propel adspend to 5.6% growth that year, before it slips back to 5.2% in 2017 in their absence.

At its quarterly board meeting in New York City, AHAA: The Voice of Hispanic Marketing announced it has elected two new members to its Board of Directors: Carla Trum Mercado, Partner, CommonGroundMGS and Marco Lopez, Executive Vice President – Partner, elemento L2. As new board members, both will work closely with AHAA’s governing bodies and Executive Director Horacio Gavilan to support the organization’s advocacy initiatives and thought leadership strategies designed to increase corporate investment in Hispanic and multicultural marketing.

By Gonzalo López Martí / LMMIAMI.COM

• When judges make mistakes they lock them up.
• When surgeons make mistakes they bury them.
• When ad people make mistakes they run them on national TV, tweet them and post them on Facebook.

Now that we’re past Thanksgiving and holiday parties are already upon us, it’s time to think about 2015. While I don’t mind making predictions — it’s fun, and I’m always trying to understand what might be coming next — I thought I would be a bit contrarian today and write about what won’t happen next year.

The Hispanic Association on Corporate Responsibility (HACR) released the results of its 2014 HACR Corporate Inclusion Index (HACR CII).

Double-digit growth was expected to continue through 2018, when native ad investments in the US were forecast to reach $8.8 billion following a gain of 23.9% that year.

Once the most straightforward of markets, the United States has become a frustrating puzzle for executives of consumer packaged goods (CPG) companies. Changes in consumer behavior, the emergence of smaller competitors, and the proliferation of retail formats — the grocery channel has lost share to club, dollar, and convenience stores — have created a much more complex environment. Adding to the challenge is the fact that U.S. population growth — a core element of CPG companies’ past success in the country — is expected to remain low for at least the next decade.