Agency

Marketing technology adoption will continue to grow next year, and thanks to the massive amount of data marketers now have, tools focused on making sense of all the figures are of particular interest.

In a climate in which true product differentiation is difficult, the regulatory landscape challenging, global partner ecosystems vulnerable, and the pressure to hire high-potential talent intense, a company’s reputation is increasingly recognized as a business asset central to maintaining and increasing business value.  By Wendy Salomon, VP, Reputation Management

A new national survey exploring how African Americans and Hispanics get their news reveals that the predicted digital divide, in which people of color would be left behind in the use of technology, is not playing out as many of those forecasting the digital future anticipated. The survey findings suggest a divide based on content, not technology.

Mobile has now eclipsed desktop as a research tool with consumers spending more time on their mobile devices than ever. In fact, mobile devices account for up to 64 percent of time spent online and 42 percent of mobile users consider mobile the most important resource in their purchase process. While more than one-third of mobile shoppers turn to mobile exclusively, offline activity plays a big role in consumers’ purchase process as more than half (52 percent) reported visiting a physical store and 64 percent completed their purchase offline.

This year, República won one Gold and 10 Silver Daveys for exceptional work on behalf of clients BankUnited, Baptist Health South Florida, Boehringer Ingelheim Pharmaceuticals, Goya Foods and Pernod Ricard Americas Travel Retail.

Circulo Creativo, a non-profit association dedicated to promoting excellence and creativity within the U.S. Hispanic Marketing profession, announced that it has named Luis Miguel Messianu, President & CCO at Alma, its new Chairman of the Board, and Gustavo Lauria, Partner & CCO at We Believers, its new President.
 

Tono Studios collaborated with Havas Worldwide’s Chicago office to create Dish Latino’s new comedic spot starring actor Eugenio Derbez. Tono was tasked with mixing the elements as well as adding organic ambiance and effects to flesh out the advertisement and give it a realistic sound.

Overall, 10% of consumers say they plan to spend more this year than last year, and multicultural households account for 43% of this year’s projected extra spending with Hispanics accounting for 13%.  

As far as industrial metaphors go, the notion of “buying time” has become a little ironic — and some might say, quite prophetic — for Madison Avenue. In its most common use, the term simply means to keep something going beyond its current functional capacity. In the ad industry, of course, it means something else: to buy time on media that consumers are spending their time with. But the way media-buying has historically worked, the term has actually been a misnomer. Advertisers and agencies have never really bought time. They have only bought proxies for moments in time when they assumed consumers might be present to look at their ads, considered their offers and be wowed by the awesomeness of their big creative ideas.

Remember when e-commerce was exclusively reserved for purchasing electronics? Well, thanks to mobile phones and tablets, consumers have quickly come to rely on the internet for everything from apparel to jewelry to personalized gifts.

The option to watch TV shows online means no more rushing home to catch the latest episode of a favorite series or staying up later than one wants. And that flexibility is the primary reason for internet television viewing, based on August 2014 research by comScore.

Rafael Eli, a partner at the Schramm Marketing Group has been recognized as a leading influencer in the Hispanic community with the “El Award” by El Diario.

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. 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 series of articles will humbly attempt to right this wrong.  By Gonzalo López Martí – LMMiami.com

Brooklyn-based Latin media company, Remezcla, announces the launch of its website, Remezcla.com, introducing new branding, new interface, and new sections.

Disruptive forces are changing the business landscape in the forms of complexity, content demands, and customer expectations, challenging marketing organizations to undergo significant transformations rather than incremental change. And while marketing leaders have a good idea of where they need to go, they don’t have a clear vision of how to get there, according to a new survey by the ANA (Association of National Advertisers): “Marketing’s Moment: Leading the Disruption.”

Protecting the “general market” bundle. If you make Hispanic marketing central, you need to break up the general market bundle. That forces companies to reevaluate everything they do. It’s much easier to operate on an assumption that Hispanic populations are all “acculturating” and are (or will) be consuming the same media as the general market, so there’s no need to treat them separately.

Over the past year, a very notable trend in CivicScience’s data has become apparent with regard to which of these three levers are most influencing the buying and consumption decisions of U.S. adults: advertising on television, advertising on the Internet, or social media “chatter” (comments or recommendations from others).

Today, as the CEO of an advertising agency, I understand the obsession with Millennial consumers but I am baffled by the marketing world’s tendency to look at this entire generation of people as one group with similar traits and tastes. Millennials, also known as Generation Y, were born between the early 1980s and the early 2000s. Most agree that people born between 1992 and 2001 make up the key part of this group. This means that a Millennial may be 18 years old or 33 years old.

The definition of real-time marketing continues to evolve, leaving marketers unsure just how swiftly they should be hooking into major cultural moments. Joe McCaffrey, planning director and head of social for digital agency Huge, spoke with eMarketer’s Danielle Drolet about keeping up with real-time events in an authentic way, and more.

Eddie Gonzalez has departed his post as Chairman CEO Latin America and The Bravo Group at Young & Rubicam.