Agency

When asked last month to serve as Chair of the National Puerto Rican Day Parade in New York City, I thought, “Hell no, that is not what I do. I work to build and empower!” As the words went from brain to mouth, I was reminded of the importance of this institution and what it represents for millions of Puerto Ricans and our Diaspora.   by Lorraine Cortés Vázquez

Lopez Negrete Communications, Inc. unveiled a new Social Media Intelligence Center at its Houston headquarters. The new state of the art command center will be utilized by the agency’s digital and social media teams to monitor, analyze and engage real-time social conversations for its premier list of clients.

Over the years, I’ve been asked by numerous entertainment clients to provide “advertising value equivalencies” (AVEs) for my agency’s PR results. AVEs are what your editorial coverage would have cost if it were advertising space or time—basically, they’re a way to put a rough (very rough) dollar figure on the value of PR, which can sometimes seem intangible to clients used to looking exclusively at the bottom line.

Johnson & Johnson has named Ernesto Quinteros, recently of Belkin International, as its chief design officer.  He will join the company May 5, 2014, and report to Sandi Peterson, group worldwide chairman.

I’ve accumulated perhaps dozens of identities across various social platforms over the years.

As pharmaceutical and biotech companies compete for the hearts and minds of prospective patients, they are re-discovering public relations as a powerful way of doing so. PR, with its unique ability to educate and inform, is a highly effective tool to communicate complex and often challenging information.

The study, entitled “Stepping up to the challenge: How CMOs can start to close the aspirational gap,” is based on findings from face-to-face conversations with more than 500 CMOs from 56 countries and 19 industries worldwide. Conducted by IBM’s Institute for Business Value (IBV), the study reveals that 94 percent of CMOs believe advanced analytics will play a significant role in helping them reach their goals. However, an increased number of CMOs say their organizations are underprepared to capitalize on the data explosion – 82 percent compared to 71 percent three years before.

With less than 4 four weeks left, President Obama, in a Latino Town Hall address, led an “all-out” campaign targeted to Hispanics and addressing their specific issues and barriers that have kept them from enrolling in ACA. The communications push brought together celebrities, national & local leaders, community groups, and “real” people, on the three largest Spanish-language media outlets, Univision, Telemundo and impreMedia, live webcast and social media. The question remains whether this late campaign adjustment comes with enough time to incite Hispanics to action.  By Santiago Solutions Group

The Census Bureau has embarked on a years-long research project intended to improve the accuracy and reliability of its race and ethnicity data. A problem is that a growing percentage of Americans don’t select a race category provided on the form: As many as 6.2% of census respondents selected only “some other race” in the 2010 census, the vast majority of whom were Hispanic.

What types of jobs do Hispanic Adult Millennials have? How do they feel about their work – and is there anything they might prefer doing? As part of its soon-to-be-released 2014 study, Tr3s asked Hispanics ages 19 to 34 about their current work situations, and how they compare to their ideal careers.

New York-based Prime Access announced that it has been appointed agency of record for the US Hispanic market for Novo Nordisk. The agency will be tasked with branded and unbranded strategy development and execution as well as digital and traditional media planning and buying. Prime Access will also spearhead strategic development of Novo Nordisk’s diabetes franchise across other US multicultural markets.

By Gustavo de Mello SVP Global Strategy Director of DDB Chicago, explains the role of planning in Soccer terms.

As the biggest sports event in the world approaches – The 2014 Soccer World Cup – and as a good Brazilian, I’ll summarize my thoughts using a soccer analogy:

Planners don’t score the goal

Consumers have come to expect brands to interact with them—not simply talk at them. However, November 2013 polling by Google Think Insights and Advertising Age found that marketers were struggling to actually manage online engagement.

In recent months, books and research are being released focusing on a “new” trend in “collaborative buying” and “sharing shopping.” While it may be newly noted for Millennials, it is an established pillar of the collective-oriented Hispanic culture based on their familial structure which has migrated to their vast social network communities.  By Santiago Solution Group

Over the last couple of years, I’ve become increasingly convinced that one common phrase deserving to be retired is, “The power of the purse.” Is it because women no longer wield buying power in their households? Absolutely not, of course they do; but the reason is not because the purse isn’t powerful, it’s because the wallet is now carrying equal weight in married households. The power of the purse connotes that men don’t have a say or, more importantly, don’t care about the brands they and members of their households bring into the home. It turns out they do, and there’s research proving it.

Telemundo Media and Chevrolet announced that they have teamed up to create a unique new digital sports reality series, “La Cueva de la Fiera,” available on www.Telemundo.com/lacuevadelafiera.   Supported by a 360° degree promotional campaign and produced in partnership with Chevrolet, the weekly webisodes, which launched in February, offer fans an exclusive look inside Mexican professional soccer’s Club Leon.

The Voice of Hispanic Marketing announced that Dominican-American singer-songwriter Prince Royce will join a distinguished roster of newsmakers at AHAA’s 2014 “Thinking Under the Influence” Conference, taking place at the Eden Roc Renaissance Hotel in Miami from April 28-30. Hosted by Ruben Leyva, Senior Vice President, Business Development, Latin Region, Spain & Portugal at Sony Music, this insightful interview explores the creative process with this fascinating young artist. 

TV is dead. Or is it?   That’s what some people might expect to hear from the tech glitterati that has been descending on Austin, TX for South by Southwest (SXSW) these past few days.  by Kevin Conroy / Univision Insights

Activia, is announcing a global partnership spanning more than 50 countries with international icon Shakira. The Colombian-born superstar supports the yogurt brand’s new ‘Dare to Feel Good’ campaign. The new campaign brings to life Activia’s ‘Feeling Good Starts from the Inside’ tagline with a new dance-themed ad.

For eMarketer’s CMO One-to-One series, Barry Judge, CMO of LivingSocial, spoke with eMarketer about the importance of personalization and relevancy in a deals marketplace.