Agency

This week:  photographer Gio Alma.

By Gonzalo López Martí – LMMiami.com

• In this business we rarely ask the opinion of the artists-for-hire who help us bring to life our lofty, world-changing, award-winning ideas.
• Namely film directors, photographers, web developers and so on.
• Marketing execs, account execs, agency creatives, media planners, we spend hours in conference rooms or cubicles filling out timesheets, padding our expense reports and writing emails nobody will read, yet we seldom pay attention to the POVs of the people who turn our psychobabble & PowerPoint presentations into real, tangible executions.
• We expect from them to hit the ground running, give us exactly want we want, when we want it, at the price we set, no questions asked.
• This article will humbly attempt to right this wrong.
• Gio Alma is one of America’s busiest & most prestigious Hispanic photographers*. He’s done advertising, editorial, fashion and a lot of celebrity portraiture for all sorts of brands & publications (check out his Instragram feed @GioAlmaPics).
• Needless to say, Mr. Alma has a keen eye and is in a privileged position to shed plenty light on the pop cultural trends coming our way in the Hispanic sphere.

So what are the benefits of these deals for clients of the respective agency groups? Well, if you believe the glowing joint press releases, the agencies get access to bespoke research, unique data directly from the fire hose, new and exclusive ad formats and all sorts of other goodies only they will be able to pass on to their clients.

Telemundo announced a new campaign, “Conversemos de Tus Finanzas,” in collaboration with Wells Fargo, focused on empowering Hispanics to enhance their financial knowledge and help them to reach their financial goals.

In response to recent ratings irregularities, Nielsen conducted an extensive internal investigation of their systems and processes and uncovered a technical error that impacts national network television ratings over several months.

Alma’s Isaac Mizrahi considers focusing on purchase-ready target to increase marketing efficiencies

As Q4 begins, marketing executives are likely to be combing through their budgets and strategies to increase growth for the upcoming year. As Managing Director of Alma, the Multicultural agency leading the growing field of U.S. Hispanic market research, Isaac Mizrahi presents “Shifting Strategy in 2015: A closer look at U.S. Hispanic market power”.

Amid signs of increased optimism about their personal finances, one-quarter (25 percent) of U.S. consumers plans to spend more on holiday shopping this year compared to 20 percent in 2013, and spending on holiday gifts is expected to average $718, according to Accenture’s annual holiday shopping survey.

According to a similar KPMG survey, when asked where their companies are in the business transformation process, approximately 33 percent of consumer goods executives surveyed stated that they have started the implementation of a transformation initiative, 18 percent stated that they have completed at least one major transformation initiative, another 18 percent stated that they have completed several major transformation initiatives and 22 percent stated that they are planning a transformation initiative.

NASCAR announced that Edwin Gotay will join NASCAR as  Director of Multicultural Marketing, adding to the company’s roster of talented professionals focused on increasing NASCAR’s appeal with younger, more diverse audiences.  

Ads for personal care products—from teeth whiteners to shampoos to weight-loss supplements—achieved the highest recall scores among adult readers of Spanish-language publications in the US, according to recent data from GfK MRI Starch en Español.

With tight finances, millennial-led households spend less on average than total US households.

The Broadcasting & Cable Hall of Fame named Emilio Azcarraga, President, CEO and Chairman, Grupo Televisa as one of twelve honorees to its class of 2014.

Mitsubishi Motors North America, Inc. (MMNA) launched a national advertising campaign aimed at U.S. Hispanics. The campaign, conceived by Grupo Gallegos, will target Hispanic consumers with advertising in TV, print and digital and will run through March 2015.

Ladies Week will be hosted by four of the network’s top female sports anchors: Adriana Monsalve, Carolina Guillen, Kary Correa and Carolina Padron. The shows will also feature the participation of ESPN’s Karin Ontiveros, Claudia Trejos and Nelly Simón.

Through education, public awareness and grants to organizations nationwide, Sports 4 Life seeks to effect sustainable improvement to the overall health and development of girls in these communities.

Rentrak has agreed to acquire the U.S. television measurement business of WPP’s Kantar business unit for $98 million in Rentrak common stock.

Continued convergence within and between the media and telecommunications industries, and the impact of emerging technologies are just two of the several factors that will lead to transformational changes in core business over the next few years, according to KPMG’s 2014 Media & Telecommunications Industry Outlook Survey.

Marketing tools are rapidly evolving and marketers are spending more money on technology than ever before.

Nearly all marketers increased their mobile ad budget in 2014—93% worldwide, according to a June 2014 study by Forrester Research for Acxiom and 4INFO. But more spending means more measurement to prove that increased investments are worth it, and the research found that marketers hadn’t quite mastered this part yet.

Casanova Pendrill will be part of the organization and judging panel in the fourth edition of “La Noche de los Cortos” which will take place in Los Angeles, California starting November first.

The October report highlights the employment situation for U.S. Hispanics and offers practical advice to help organizations bolster the effectiveness of diversity and inclusion initiatives.