Agency

We all try to show mom we love her, but businesses have always paid careful attention to engage their mom clientele. Since moms differ from one another based on their lifestyles, we analyzed Working Moms—the 40 percent of women who have children under age 18 and hold full-time employment. How do you reach this affluent consumer group in their limited free time? By making their lives easier, anticipating their needs and interests.  

Statistics released today from the U.S. Census Bureau’s Puerto Rico Community Survey show that the median household income for Puerto Rico and most of its 10 largest municipios held steady after the most recent recession. Puerto Rico’s median household income was $19,518 during the post-recession period of 2010 to 2012, statistically unchanged from 2007 to 2009.

In Q4 2013, total revenue was $2.59 billion, an increase of 63% year over year, compared with $1.59 billion in the fourth quarter of 2012. Revenue from advertising was $2.34 billion, a 76% growth in advertising revenue from the same quarter last year. Approximately 53% of ad revenue came from mobile, up from approximately 23% of advertising revenue in the fourth quarter of 2012.

Vision Strategy and Insights (VSI) announced the launch of a full-service research and strategic consulting firm specializing in the development and implementation of actionable research studies among general market, Hispanic, African American and Asian consumers.

Ace Metrix published a second study on the effectiveness of celebrities in video advertisements. The report builds upon a previous study that found, in general, ads with celebrities do not perform as well as ads without celebrities. The study explores the overall effectiveness of more than 1,200 celebrity ads while employing an innovative statistical approach to identify the “pure impact” of over 60 of the most frequently featured celebrities, including a sample of mascots and brand franchise characters.

A recently released industry report reveals that the evolving field of experiential, personalized and hyper-local marketing is now rated “very” or “somewhat” important by three out of four consumer brand marketers, and that engagement marketing causes almost nine out of 10 shoppers to add a product to their shopping list.

The Hispanic Public Relations Association (HPRA) announced the launch of its newest local chapter, HPRA Miami.

Terra launches “Terra Live Music Home Sessions” with the all-new 2014 Honda Civic Coupe. Building upon the success of “Terra Live Music”, Terra launches a new program to connect brands with consumers nationally and locally, on and offline.

SDPnoticias.com announced it will be launching in the U.S. in the summer of this year.

In the past, Latinos who wanted to participate in some parts of American society felt they had to hide aspects of themselves to fit in. Today, that cultural zero-sum game is long gone – and our differences make us cool. Hispanics make up such a large proportion of young people in America that they’re not just participating in mainstream American culture, they’re increasingly defining it. And that doesn’t make them any less Latino.  

Richards/Lerma has extended its Latin American operations to Buenos Aires, Argentina, and grown its creative services operations.

Since the dawn of modern advertising, marketers have been trying to figure out what works. After years of spreadsheet addiction, educated guesses and gut-based optimization, the advent of advanced analytics tools has provided marketing organizations with far better — and far more automated — decision-making and forecasting capabilities.

The cookie has proved to be an effective and efficient solution to many problems, but with the evolution of the internet and new technologies, an over-reliance on the cookie has led to a variety of issues for industry stakeholders and consumers.

Branding has been around for hundreds of years. The word “brand” is derived from the branding or burning of a mark into the hide of cattle to differentiate one from another. Bass & Company claims to have the world’s first trademark with its red triangle logo. Wine jars found at Pompeii have indications of product branding on them. Branding creates differentiation. When done effectively it creates positive awareness and, ultimately, value.

According to Nielsen’s quarterly Global AdView Pulse report, ad spend by media type continued on trend through the first three quarters of 2013, with television and display Internet advertising leading the charge globally.

Gen Y consumers are showing a clear interest in vehicle ownership and have specific ideas of what they want in a car, according to Craig Giffi, vice chairman, Deloitte LLP, and automotive practice leader.

In marketing we have sort of considered ourselves part of the start-up world, happily playing along while killing the print industry, radio, journalism — and, a little more reluctantly, television. We are hobnobbing, slightly star-struck, with Mark Zuckerberg, Marissa Mayer or Eric Schmidt, and pushing advertisers into any and all digital media.

Entravision Communications Corporation announced that Andrew Polsky has been appointed to Vice President of National Digital Marketing Solutions.  He will manage a team of national digital marketing solutions executives across the U.S., and will work closely with Entravision’s big data analytics division, Luminar.

Xoom Corporation ( has introduced three new television commercials for the U.S. Hispanic market.  The ads began airing this month and all speak to the message of mobile convenience.

Much talk has surfaced lately about the whether it makes sense to have a total market strategy. Some contend that the intent of a “total market” strategy—to recognize all potential consumers’ needs, culture and behavioral characteristics within a company’s marketing strategy—is too often misunderstood or not understood at all. This assertion has resulted in approaches that homogenize how organizations communicate with consumers, and it underemphasizes and even ignores cultural nuances that work to powerfully connect consumers and brands.  Terry J. Soto, Author and President & CEO, About Marketing Solutions, Inc.