Agency

Edelman announced it has been selected as the public relations agency of record by Cincinnati Children’s Hospital Medical Center and Toyota to lead its nationwide “Buckle Up for Life” – or “Abróchate a la Vida” in Spanish -national program, the only one of its kind.

If the Hispanic market were a brand, it would be undervalued.

With the hotly-debated immigration reform bill having made its way through the Senate with a decisive 68 – 32 vote, and on its way to a rocky future in the House, there are many issues surrounding the subject that are often overlooked. Not everyone is a proponent of immigration reform, but I certainly am. For this reason, and due to my career as a marketing executive, it’s difficult for me to sit on the sidelines and watch both political parties thoroughly botch the messaging required to get this bill passed.

By Mike Valdés-Fauli / Jeffrey Group

In last week’s blog post, we shared that practicality is often an attribute among Hispanic Adult Millennials – but convenience can be a distraction that derails their pragmatism. When it comes to nutrition, there is a similar dynamic at work. Eating well is really important to them – but that doesn’t always translate to a healthy diet. Sometimes they choose food that’s easy to get or prepare. And sometimes they just like to indulge in unhealthy treats.

Publishers, agencies and marketers use ad verification services to validate the delivery of display ads and ensure brand safety. Verification measures also provide insight into viewability and fraudulent activity, according to a new eMarketer report, “Ad Verification: Validating Brand Safety and Ensuring Quality Impressions.”

By Enrique Turegano / Al Punto I saw an ad on Univision for an SUV…nice ad. But the VO caught me off guard. It was the poem by Antonio Machado and famous song by Juan Manuel Serrat, “Caminante No Hay Camino”. Great song, great poem…but I wonder how much it connects with US Hispanics….mostly US Mexicans. Do they even know it? Is it important to them? Does it connect emotionally like it does for Spaniards and some South Americans? Probably NOT. Here’s my guess:

1) The creative in charge is from Spain.
2) The creative in charge is a JM Serrat fan.

Thoughts?

According to a new eMarketer report, “Key Digital Trends for Midyear 2013: The Fragmentation of Mobile,” diverging use cases on smartphones and tablets herald the end of mobile as a monolithic category. Increasingly, advertising and commerce solutions will need to respond to not just different screen sizes, but also different screen uses.

As things heat up with ACA implementation, a lot of attention is being given to Hispanics. While some of that attention is driven by politics (based on the significant impact Hispanics had on the results of the 2012 election), most of it is being driven by market realities.

As the most desirable business goal, breakthrough innovations don’t come easy. Even though companies dedicate massive amounts of time, talent and resources to their innovation efforts, few initiatives yield something that’s truly a runaway success.

Email remains a workhorse for marketers: It’s cheap and reasonably effective. According to an April 2013 Economist Intelligence Unit survey of US and UK web users, email ranked as among the top outreach channel at each stage of the purchase process, from introduction, to final prepurchase assessment to post-purchase follow-up.

Data and analysis alone cannot drive marketing activities. Even in today’s Big Data mania, marketers still understand that customer engagement is the most important element of a successful program.