Agency

Total Market is defined as: “A marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations. This is done from inception through the entire strategic process and execution, with the goal of enhancing value and growth effectiveness. In marketing communi­cations, this could lead to either one fully integrated cross-cultural approach, individual segment approaches, or both in many cases, but always aligned under one overarching strategy.”  By Bill Duggan, Group EVP, ANA

The number of unauthorized immigrants living in the United States has stabilized since the end of the Great Recession and shows no sign of rising, according to new Pew Research Center estimates.

SSG’s economic series analyzes economic indicators from various sources, sharing growth insights that are vital signs of “new” economic opportunity in the Total Market.

By Gonzalo López Martí @LopezMartiMiami

When I started out in this business back in the good ol’ 90s, it could take us weeks, even months to craft and get approval for a four word-long tagline.
Entire teams of senior admen and adwomen would sit down around a table to analyze inane lines of copy.
Clients would belabor for months over the meaning, subtext and anthropological connotations of a futile alliterated soundbite.
Of course, the soundbite under the magnifying glass was going to run on billboards, bus shelters, newspapers and magazines when billboards, bus shelters, newspapers and magazines reigned supreme in the marketing repertoire.
Today, I lead a team of dozens of fickle Millennials cranking out tweet-like musings by the truckload, destined to ephemeral social media lifespans.
Funny thing is, the dozens of fickle Millennials refuse to talk to me.

Stardome Media Reps (a division of Stardome Media Group) announced the addition of Thomas J. Cavallaro Jr. (Cavallaro Media Services) as Director of Sales/Digital Media. 

Multicultural populations are driving 84 percent of the population growth, fueling 81 percent of U.S. job growth and accounting for 43 percent of buying power in top 10 markets – with statistics like these, marketing practices are evolving and, until now, have been lumped into the umbrella term “Total Market.[1]” For the last year, AHAA: The Voice of Hispanic Marketing, in collaboration with the Association of National Advertisers (ANA), and the Asian American Advertising Federation (3AF) assembled a broad coalition of clients, agencies and associations to define an integrated strategy for driving growth.

With a goal toward accessing Total Market strategies through the growing healthy-driven movement, SGG has launched SSG Wellness Spectrum™ powered by GfK MRI, an advanced analytics tool designed to incorporate wellness propensities & consumption insights to ground Total Market strategies across segments.

As business leaders, it can be a challenge to stay abreast of relevant industry trends and consumer dynamics. Often times, it is hard to assess the validity of the latest research publication and its relevance to your particular business. This is where a high caliber industry conference like Hispanic Retail 360(HR360) can come in handy. This conference covers the gamut between strategy and tactics in the retail space but, because it involves a variety of experts who are in the trenches with consumers daily, HR360 serves as a barometer for trends critical to any business dependent on today’s consumer.  By Bessie Ramírez, Managing Partner, About Marketing Solutions, Inc.

Despite commonly accepted notions of “healthy” among consumers, SSG’s recent analysis of “Healthy Breakfast Brands” revealed that there were no common brands among the top 2 “Healthiest Breakfast Brands” among various multicultural segments: Hispanics, Millennials, African Americans and White Non-Hispanics.  

Bessie Ramírez has joined Terry Soto at About Marketing Solutions, Inc. as Managing Partner.

Titled “Life Stories,” the multimedia campaign features customers who share their personal stories, to illustrate how much they trust Xoom for their money transfers back home.

Ogilvy & Mather Chicago announced Antonio Nunez as the new Head of Planning of the agency’s Chicago office starting in September.

Content may be king, but the future of media buying in a digital world will be based on audience, not content.

Mobile apps grab over half of US internet users’ time spent with digital media, and app retention and engagement are up. Based on July 2014 research by Localytics, push notifications may be helping to drive higher app interaction and lower abandonment rates.

One-way acculturation is dead, along with all the other models that don’t accurately represent the role of culture among Latinos.  by Luis Garcia, President and Lead Strategist /  Marketvision

There are tons of articles written about the transformation of marketing due to data-driven platforms, customer-driven solutions and more.  Many of these columns speak to challenges facing marketers such as a cluttered marketplace of solutions and infrastructure, but they all overlook one very important issue: without executive-level buy-in, none of these programs can succeed.

Across the globe, shoppers are increasingly turning to the web to buy the things they need. Online shopping offers certain conveniences—from delivering your order right to your door to broad selection and low prices—that brick-and-mortar stores can’t. But for certain categories, traditional retail stores still hold the cards.

A recent survey of media buying agencies found that 45% of those polled are more interested in digital/online video than they were a year ago, while streaming/online radio saw a 53% increase. Overall, video dominates as 67% of agencies said that their clients’ primary focus for campaigns is video advertising (which includes traditional TV, cable, and network, as well as digital video).

A global company recently decided to do what many companies are doing: figure out how to turn big data into big profits. It put together a preliminary budget and a request for proposal that in effect asked vendors to take the data the company had and identify opportunities.

Small businesses in Florida are performing well despite lingering concerns about the U.S. economy, according to the inaugural Florida Small Business Pulse Check, a survey commissioned by TD Bank, America’s Most Convenient Bank.