Agency

“Business Trends 2014: Navigating the next wave of globalization” explores nine trends that are currently reshaping the business environment, driven by long-term, potentially irreversible, shifts in the global economy.

Multicultural is ‘the’ growth epicenter fueling the nation’s economy. In Q1 2014 again, the changing face of those newly employed and their incremental impact in the overall U.S. economy was clearly driven by Multicultural segments, largely by Hispanics. A solid Total Market strategy that puts the newly employed in the center may be translated into real topline growth.  By Santiago Solutions Group

Over the last 18 months, I have been fortunate to work with quite a few CMOs and integrated marketing leaders from many well-known brands. Their businesses are very different from each other, as are their product portfolios and their distribution and marketing approaches.  All these senior marketers are very aware that their consumers and indeed their own world has changed and continues to change at breakneck speed. I believe there is no need to explain this fact to them anymore; they live it every day.

By Gonzalo López Martí @LopezMartiMiami

Creative awards are a necessary sand box for our profession.

No question about it.
Awards can give you visibility.
Awards are healthy boosters for an executive’s career.
Not necessarily for said executive’s employer, mind you.

Ka-ching! Ka-ching! Ka-ching!

The aisles of our local Giant grocery store are alive with the synthesized sounds of cash registers noting savings. This is an unintended consequence of the chain’s generally impressive and advanced use of in-store mobile service and marketing.

The need to appeal to this growing shopper base is clear, but understanding the influences of Hispanic shoppers and cuisine is far more complex. However, retailers who learn these shoppers’ preferences—particularly in the fresh foods space—will benefit as the group’s spending power continues to climb.  

The American public anticipates that the coming half-century will be a period of profound scientific change, as inventions that were once confined to the realm of science fiction come into common usage.

In Jacobs Media’s new study of core radio listeners, the impact of digitally delivered media continues its rise, providing both opportunity and challenges to traditional radio broadcasters.  The media habits of 11 different format core audiences, along with five generations, are examined in this mega-survey of radio listeners.  From Boomers to Millennials, different patterns of consumption emerge.

A lot can happen in the marketing world in six years. MediaCom USA CEO Sasha Savic posed three questions to client Dell’s Jennifer Statham, executive director of global marketing technology and agency strategy, about how the role of marketing will evolve by 2020.

Chris Brandt, CMO at Taco Bell, is calling the quick-service restaurant’s (QSR’s) new breakfast items “innovation with a twist on the familiar.” That’s his plan in marketing too, by using Instagram and soon rolling out a mobile ordering app.

Embattled by stiff online competition, brick-and-mortar retailers are looking to the internet for inspiration to improve the in-store experience. Online cookies, pixels and social logins track the shopper across the web, offering insights that ecommerce sites in turn rely on to advertise and merchandise effectively. A slew of new proximity platforms offer comparable tools for brick-and-mortar retailers, according to a new eMarketer report, “Proximity Marketing in Retail: Can Ecommerce Tactics Revive Brick-and-Mortar?”

Teens’ brand preferences are as fragmented as their media habits. With cool new brands popping up overnight thanks to crowd funding and venture capital and the rebirth of the small business, there’s always something new to discover.

Ms. Soto will be featured in print and TV ads for the Garnier Nutrisse Ultra Color Series.

The subprime crisis of 2008 surprised a lot of people. But looking back, we are almost as mad at ourselves for not seeing it coming as we were at those who created the crisis. Media, specifically advertising, is about to go through a very similar period, and we are going to be just as angry looking back. In addition, unlike (perhaps) Wall Street, we are not too big to fail.

Though you may already use primary and secondary media research to guide your marketing strategy, you may be missing out on key information if you’re not measuring marketing effectiveness too.

Piper Jaffray has completed its 27th semi-annual Taking Stock With Teens market research project, which signals a potential point of stability, with spending contracting by just 1% from Fall 2013, compared to sequential declines in the mid-single digits previously.

The IAB and the MRC are both leading the charge for viewability in display advertising, but the only way this initiative will take hold and work is if media-buying agencies get on board.

Flama is Univion’s first fully dedicated over-the-top network providing premium English-language video programming for 15 – 30 year olds who are inspired and entertained by the Latin culture that is influencing today’s younger generation.

A consortium of six companies announced today a cross-industry study to drive thought leadership in marketing to Hispanics. The consortium members include IRI, Latinum Network, Univision, Telemundo Media, UM, and Rentrak. The consortium will enable marketers to maximize the multi-platform impact of advertising to Hispanics by developing best practices around strategy and performance measurement. The consortium’s mandate is to help marketers, advertisers and retailers develop effective marketing strategies to best serve Hispanic consumers.

Every time I look around, we’re growing.  Latinos, that is, along with entities to which Latinos belong.  Two recent examples struck me as indicative.  By Carlos E. Cortés / Univision Consumer Insights