Agency

We all know the cliché: imitation is yadda yadda yadda.  by Gonzalo López Martí / AtkinsLopezMarti.com

The new campaign strategy of “Has it All” depicts the personality of each region through stunning visuals and inspiring music.

If money follows time, then as consumers shift their viewing to mobile devices, advertising share shifts away from TV and toward the new premium-video online ecosystem.

For years, Tr3s has documented the trials and tribulations of Latinas planning their quinceañeras on its hit show Quiero Mis Quinces. These coming-of-age parties for girls turning fifteen are a rite of passage in many parts of Latin America – and as the Hispanic population in the U.S. grows, they’re becoming big business.

Over 52 million strong, Latinos are affecting every aspect of the national landscape—pop culture, the workforce, consumption, politics and America’s identity as a nation. And from Sept. 15 to Oct. 15, Hispanic Heritage Month recognizes and celebrates the Latino culture and heritage, as well as the contributions U.S. Hispanics have made to the nation.

Marketers continue to gradually increase their global ad spending, as expenditures grew 3.5 percent in the second quarter of 2013 and 2.8 percent on a year-over-year basis for the January-June periods of 2013 and 2012, according to Nielsen’s quarterly Global AdView Pulse report. Although many marketers remain conservative with advertising budgets, those in Latin America continue to buck the norm, increasing their expenditures by 13.1 percent (to $13.5 billion) for the January-June period.

The importance of emotions in building strong relationships between brands and consumers is well-documented. But nowadays, it’s not enough simply to tell an impactful story with words alone… Marketers are increasingly finding that the most powerful emotions are those that are anchored in multiple senses – creating an engaging experience means knowing how to tell a story that uses colours, aromas, sounds and sensations as part of a multifaceted and multi-layered narrative.

In the Added Value Paris team’s second article about the senses, we turn our attention to perhaps the most commercially researched sense, that of taste. But are marketers, especially of non-food brands, really exploiting all the opportunities that this sense provides?…

In the third of our series prepared by the Added Value team in Paris, exploring the marketing opportunities offered by each of the five senses, we tune into those provided by hearing…

Nearly two-thirds of US advertisers surveyed by Advertiser Perceptions in the spring expected to increase their ad spending on mobile in the next year, and just more than half said they would do the same for digital overall.

Univision Communications, Inc. announced it has partnered with Bedrocket to form Flama, UCI’s first digital destination for video content created for 15 – 30 year olds who are drawn to Latin culture that is influencing today’s younger generation.

Vilma replaces Gonzalo del Fa, who has been selected to lead GroupM Multicultural.  She will report to Marla Kaplowitz, CEO, MEC North America.

While lecturing recently at a U.S. university, I met a Brazilian American faculty member.  As we waltzed back and forth, conversing in both English and Portuguese (I lived in Brazil for nearly two years), he casually referred to the two of us as fellow Latinos.  Not once, however, did he use the term, Hispanic.  By Carlos E. Cortés / Univision Insights

Earlier this year, Nielsen started its own scientific inquiry with the Digital Program Ratings pilot, and we had two main hypotheses to test.  By Eric Solomon, SVP Global Digital Audience Measurement

Last month, Univision kicked off its partnership with Scion with a campaign that shines a light on the brand’s “Pure Process” buying system, a tool that allows customers to easily navigate pricing directly through Scion.com, including financing, insurance and service agreements. The deal marked Scion’s very first Spanish-language upfront buy, and with Hispanics buying more new cars than ever before, how could they resist?   by Sara Hasson / Univision Insights

Advertising spending on paid digital media by the US healthcare and pharmaceutical industry will hit $1.18 billion in 2013 and rise to $1.47 billion by 2017. Though spending is growing quickly in some less-regulated sectors of the healthcare industry, continued privacy concerns, regulatory uncertainty around prescription medicines and patent expirations for blockbuster drugs will continue to put a damper on pharmaceutical-related investments.

Auto giant Ford Motor Company joins forces with Tr3s to star in the network’s new reality series “Familia de Circo”, which captures the heart and humor of Circo Hermanos Vázquez – a Hispanic family-run circus with a 40-year legacy. Under the co-created program, Tr3s will champion Ford’s Fiesta Movement, aimed to target millennials, by seamlessly integrating their brand message and assets within the synopsis of the episode through product placement, branded recaps and digital engagement on the multi-media reality series.

For ages, federal policy has encouraged advertisers to advertise by making it cost-effective, tax-wise. But now, some in Congress are reportedly thinking about reversing that longstanding tradition.  by Francisco Montero / Fletcher, Heald & Hildreth, P.L.C.

The history of advertising has been one of delegation, trust and evaluation by intermediate metrics. In these areas, advertising’s past will not define its future.

At first blush, “beating the market” might sound like an expression better suited to investing or financial management than to business strategy. When you think about it, though, overcoming the profit-depleting effects of market forces is the essence of good strategy—what separates winners from losers, headline makers from also-rans. A focus on the presence, absence, or possibility of market-beating value creation should therefore help transform any discussion of strategy from something vague and conceptual into something specific and concrete.