Agency

I am writing to you this week from the U.K. where, as those who have followed the goings-ons of the World Cup will understand, all the national team merchandise is on sale at half price. Get yer Rooney gear cheap!   Anyway, in this third World Cup post I wanted to look at World Cup sponsor recognition research. After 10 years at Coca-Cola and over 3 years at Anheuser Busch-InBev,  I know what it’s like to be an official sponsor. I have negotiated directly with FIFA and so am somewhat familiar with the ins and outs.

Latinum Network announced the appointment of Graciela Eleta as Senior Strategic Advisor.  

According to the research, 80% of US client-side marketers measured the effectiveness of their social content, with social media metrics such as “likes” the most common. Usage statistics—daily or monthly active users, for example—fell in the middle of the list. Meanwhile, metrics that could identify business ramifications were not used nearly as much, with financially based measurements such as return on investment and sales landing near the bottom.

Our latest trend report outlines the alternative model that’s taking shape and how brands across categories are becoming more circular, rethinking everything from product design to relationships with their customers.

We have a sign on the wall of our office in L.A. that reads: “Creative without strategy is called art. Creative with strategy is called advertising.” It’s a quotation from ad industry thinker Jef I. Richards, and while a lot of maxims about advertising are basically meaningless slogans, I think this one is really important for all of us in the business to know and understand.

Chatting and posting on social—especially on Facebook—has proven to be a common trend during this year’s FIFA World Cup, so it comes as no surprise that social platforms are helping brands extend their reach and get their ads in front of more followers.

The median age declined in seven states between 2012 and 2013, including five in the Great Plains, according to U.S. Census Bureau estimates. In contrast, the median age for the U.S. as a whole ticked up from 37.5 years to 37.6 years.

As group media director for digital advertising agency 360i, Jessica Sanfilippo oversees multiple areas of media planning including display, search, mobile, paid social and video. Sanfilippo recently spoke with eMarketer’s Lauren Fisher about multiple factors influencing desktop display CPMs, including programmatic advertising, a push toward more premium ad formats and the eventual switch to a viewable CPM.

The US Census Bureau collects data from a very large sample every year (about 3 million people) to better understand changes in the US population.  This used to be the long form of the regular census taken every ten years. This is one of the most comprehensive and accessible databases about US residents and it is called the American Community Survey or ACS.  By Felipe Korzenny, Ph.D.

Entravision Communications Corporation announced that its television and radio broadcasts of the 2014 FIFA World Cup have generated strong ratings to date across its platform of television, radio and digital properties.

El Rey Network is kicking off a new multi-platform promotional initiative titled Red Card Riot, designed to drive fan engagement in advance of the network’s soccer spy thriller “Matador” premiering Tuesday, July 15th at 9 pm ET/PT. 

Flipboard has retained Pinta as its Hispanic agency of record.  The selection of Pinta is part of its efforts to begin a dialogue with the Latin community.

Comcast chose Gravity Media as its multicultural agency for its XFINITY brand, focusing on the Asian, Arabic and Brazilian U.S. markets as well as other targeted ethnic markets throughout the country.

Non-native English-speaking Hispanics may be viewed as lying more often when being questioned than native-speakers, according to a study by Florida International University psychologist Jacqueline R. Evans.

Millward Brown announced it has acquired EffectiveBrands Holding B.V. (“EffectiveBrands”), a global marketing strategy consulting firm.

República is now accepting submissions for the third annual edition of Repúblicares, the agency’s corporate social responsibility initiative, created to award pro bono services to a nonprofit organization within the U.S. and Puerto Rico.

In a joint effort, Richards/Lerma and digital agency Digiworks introduce The Social Cup; a dynamic dashboard where users can see which country garnered the most mentions, the ultimate Dream Team, how many “friendly” messages the referees have received and more.

Orcí, Honda’s agency of record for the U.S. Hispanic market, announced the launch of its integrated advertising campaign #UnBuenFit (A Good Fit) for the all-new 2015 Honda Fit with TV spots starring comedian Felipe Esparza.

In a fast changing world with high expectations and top performers; learning can’t be about sitting in a class room nodding off at PowerPoint presentations. It’s got to be actionable in the long term. It’s got to produce impactful outcomes for clients as well as your own business. And it’s got to be fun.

Impress is a highly visible spot, currently airing during World Cup broadcasts in Los Angeles.Lopez Negrete Communications worked with Camilo Lara from the Instituto Mexicano del Sonido (Mexican Institute of Sound) on original music for the ad.