Agency

I have been conducting ethnographic interviews with Hispanics in the last several months and have visited many homes and talked to many Latino women. I have looked at their bathrooms and bedrooms and have seen many of the products these families use for styling their hair. I got the impression they are very much into the hair style product category, but qualitative observations can only go so far in terms of making generalizations about the population. By By Felipe Korzenny, Ph.D.

In a world of constant change, being culturally relevant and future-focussed is increasingly important. Culturally-connected brands can be nimble and operate in real time. When your brand is part of culture, not sitting on the surface, you stand a better chance of being noticed and loved.

But how exactly do you connect with something as amorphous as ‘culture’? And how do you know when you’re doing it right?

Available at HispanicCMO.com

The latest economic forecasts have confirmed that the US is on a slow but steady trajectory towards recovery. Four months into 2013, there are clearer signs that this year will show moderate economic growth, despite the fiscal austerity and uncertainty that plagued the beginning of the year.

Acento announced after a nationwide search, it has been named multicultural advertising agency of record for CenturyLink, Inc.

The 2013 ahaa annual conference concluded Wednesday afternoon in Miami Beach, Fla. with a resonating presentation from Leo Burnett Worldwide Chief Creative Officer Mark Tutssel, who singled out the Latin world for its “great love of creativity.” However, his presentation focused on the notion that the “tectonic plates of global marketing” are continually changing, thus putting marketers in a continuous battle to gain people’s attention. By Adam R Jacobson, for HispanicAd

Tr3s unveiled key findings from its comprehensive study, “Hispanic Adult Millennials Living the Next Normal: Age of Uncertainty.” The Tr3s study includes research from Viacom Inc.’s recent global study “The Next Normal: An Unprecedented Look at Millennials Worldwide” and delves into the key reasons shaping millennial impressions, memories and emotions that speak to the uncertainty of young adulthood in today’s world (the economy, natural disasters and terrorism are US Hispanic Millennials’ top three concerns).

The second day of the three-day ahaa conference in Miami Beach, Fla. started off on a political note, as Democratic San Antonio Mayor Julian Castro suggested that attendees look to Texas to gain a peek at what the rest of the U.S. will eventually look like in the coming years. By Adam R Jacobson, for HispanicAd

A record 33.7 million Hispanics of Mexican origin resided in the United States in 2012, according to an analysis of Census Bureau data by Pew Research Center. This estimate includes 11.4 million immigrants born in Mexico and 22.3 million born in the U.S. who self-identified as Hispanics of Mexican origin.

The Latino population in the U.S. is growing—and in places many people might not be looking. While historically Hispanic-designated market areas (DMAs) like Miami and New York still have the largest shares of the Latino population, new research from Nielsen highlights how the pace of growth is soaring in a range of areas outside of these concentrated immigrant gateways.

As part of its Thought Leadership strategy to provide in-depth understanding of the diversity of the Hispanic market, AHAA: The Voice of Hispanic Marketing explores the Upscale Latino segment as part of its research series released during the AHAA 2013 Conference. The study revealed that this viable and sophisticated market boasts 40 percent of Hispanic Spending Power, lives in a world of cultural duality, and provides lifetime value and upside opportunities for many high-end and luxury brands. The most influential segment since the baby boomers, Upscale Hispanics will drive shifts in category consideration, purchasing behavior and brand relationship.

“To know thy own target audience” could be the mantra of today’s successful marketing campaigns. Hispanic Millennials, GenXers and Boomer generational segments have unique consumer buying patterns. How they view the marketplace is influenced by a combination of macro-trends of their respective generations, by their lifestage priorities, and by their cultural orientation. This AHAA study, in collaboration with AARP, Targeting the Best Hispanic Consumer: A Generational and Cultural Orientation Study, dives into the differences in buying behavior of these segments as well as how they compare to their general market counterparts. In doing so, this study identifies business building opportunities for marketers.

“If everyone understood it, it wouldn’t be an opportunity.”

Those words, said about the U.S. Hispanic market by WPP Group CEO Sir Martin Sorrell, were tweeted Monday by dozens of attendees at the start of the annual ahaa conference in Miami Beach, Fla.

BY Adam R Jacobson, for HispanicAd.com

In corner offices around the world, in marbled boardrooms and in whisky bars, they gather: movie executives, trying to figure out how to keep people coming to the movies. Music titans, scheming about suing file-sharers. Television producers, debating how they can force people to watch commercials. The business models of the last 60 years are under threat, nobody’s figured out yet how to make enough money out of the new ones, and everybody’s worried.