Agency

Millennials in the United States – young adults between 18 and 30 years old – express slightly more optimism in their futures and the future of the United States than they did last year, according to a survey released by global telecommunications company Telefónica.

SSG’s new decision-guiding, data-rich tool has identified an unexpected factor which contributes to brand growth:  Higher brand growth rate is associated with the choices of higher wellness-minded consumers. The more health-minded consumers perceive your brand to be, the higher the growth rate your brand tends to attain.

Industry trailblazers, Al Garcia-Serra, Chairman/Co-Founder, MGCCOMM; Ahmad Islam, Co-Founder/Managing Partner, commonground; Manuel E. Machado, CEO/Co-Founder, MGSCOMM; Manny Vidal, President/CEO, The Vidal Partnership and Sherman Wright, Co-Founder/Managing Partner, commonground – announced the formation of the industry’s first wholly minority-owned holding company, phase one of a multi-phase rollout. This unique model, a holding company without walls, leverages each of their expertise in multicultural and millennial consumer groups to help client partners meet marketing and business objectives.

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.

Toyota launched the “More Than a Car” or “Más Que Un Auto” gratitude campaign, a program that pays tribute to vehicles’ role in the everyday lives of Toyota’s Hispanic consumers.

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.

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.

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.

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”.

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.  

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

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.

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.

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

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.

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.

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.