Agency

When CEOs, CMOs, top marketers, industry movers and shakers, plus a formidable list of brands and companies all converge to celebrate the powerful influence of the Hispanic consumer on their bottom line, it is the marketing conference of the year. And it is at this conference that AHAA: The Voice of Hispanic Marketing, will honor Walmart with the first annual Marketer of the Year award.

I just attended a panel discussion between Lorraine Cortes-Vazquez, SVP of Multicultural Markets at AARP, and Nancy Tellet, SVP at Viacom, and moderated by Leo Olper, who sits on the AHAA board member and is a partner at d exposito & Partners, LLC. The panel discussed key findings of a study recently conducted by AHAA, which bucks much of the conventional wisdom that is commonplace in Hispanic marketing. For that reason, I was compelled to cover key highlights in this post. Here they go:

Available on HispanicAd.com’s El Blog

I recently posted a blog here comparing ethnic heritage and identity. Heritage refers to your familial, national, cultural, ethnic, or religious ancestry. Identity refers to the way that you view yourself. Now, the U.S. Census Bureau is planning to comingle these two categories in a way that could have significant implications for the Hispanic future. By Carlos E. Cortés / Unvision Insights

ZenithOptimedia predicts global advertising expenditure will grow by 3.9% in 2013, reaching US$518bn by the end of the year. As has been the case since the start of the economic downturn in 2007, this growth will be led by Rising Markets*, which we forecast to grow by 8.2% on average in 2013, while the Mature Markets grow by just 1.8%, weighed down by the eurozone crisis. Over the next two years, we expect growth to pick up in both Rising and Mature Markets, reaching 9.4% and 3.5% respectively in 2015.

This downloadable and easy-to-digest report, produced as a PDF for advertising, marketing, social media, and PR professionals who seek to increase their ROI by increasing their multicultural efforts, features insightful information and discussions of the key issues facing Hispanic media, advertising agencies, and marketing and advertising professionals. BY Adam R Jacobson – Hispanic Market Media Strategist

Commercials negotiations between the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA), and the ANA-4A’s Joint Policy Committee (JPC) representing the advertising industry, have mandated universal adoption of Ad-ID. Ad-ID is the industry coding standard for identifying advertising assets across all media platforms.

Social networking sites have grown more important in recent years as a venue for political involvement, learning, and debate. Overall, 39% of all American adults took part in some sort of political activity on a social networking site during the 2012 campaign.

by Jose Villa / Sensis Whenever someone first gets involved in Hispanic marketing, they inevitably come across a series of universally accepted “truths” about Hispanic consumers and how to market to them. While some of these truths have faded as the market has evolved over the last 50 years, some continue unchallenged. But as anyone who is deeply involved in marketing to Hispanics today will tell you the market has evolved as quickly as it’s grown. Today’s modern Hispanic marketer understands everything we think we know about Hispanics has to be questioned

The bite mobile is taking out of desktop internet use keeps getting bigger. The Media Behavior Institute monitored US study participants and found that the mobile phone and tablet were drawing down the percentage of internet users who turn to the computer in a given week: The percentage on desktop slipped by 5 points between the six-month period ending in July 2012 and the six-month period ending in January 2013.

Telemundo Media announced the launch of multiple digital and social media initiatives in what represents its most ambitious effort to connect and engage with music fans during the broadcast of the 2013 Billboard Latin Music Awards airing tonight, Thursday April 25, at 7pm/6c live from the BankUnited Center at the University of Miami in Coral Gables, Florida. This year’s highly interactive initiatives include over six hours of live-streaming starting with the Red Carpet show, followed by a Social Media Reporter show presented by State Farm and Sprint’s Backstage Show. In addition, music fans will be able to tap the Awards show’s exclusive zeebox experience, participate in Pepsi and Trendrr’s “El Pulso”, take part in the show’s first-ever “Momento del Fan”, interact with Telemundo’s first Keek profile and view custom branded videos via Toyota’s mobile hub.

Over the past months, we have enjoyed several conferences that offer unique insights into specific segments of our Industry and are very important to the continued presentation and selling strategies of our Industry.

Imagine a beautiful new born baby zebra. Cute as hell. Picture her learning to stand up and she takes her first steps on a long journey towards greener pastures. There she goes. But this journey will not be easy, no sir. The baby zebra needs to avoid getting stampeded every time the herd wants to go in a different direction all of a sudden. By Mauricio Galvan / d exposito & partners.