Agency

Edelman announced the appointment of Veronica Rodriguez as vice president, multicultural marketing in the New York office. Rodriguez will report to Sonia Sroka, executive vice president and group head, Edelman multicultural.

Harrah’s Rincon Casino & Resort in Northern San Diego County, California selected marketing firm Gravity Media as their Hispanic agency of record. Gravity Media will be responsible for coordinating all marketing and advertising initiatives including media strategy, planning, buying and public relations.

Despite their concerns about the current economic environment, the majority of Hispanic small business owners (64 percent) are optimistic about their business in the year ahead, compared with general market business owners (40 percent), according to a new survey released by TD Bank.

Media viewing preferences are much like our individual penchants for food—they vary by region. Some of us love a good Philly Cheesesteak, while others might opt for a Maine lobster. The same is true for how we consume media, and subsequently how much we consume, according to Nielsen’s first Local Watch Report.

Mother’s Day is this Sunday, and for a second week we are taking a closer look at Hispanic Moms. As part of its 2012 research study, “Hispanic 18-34s Living the ‘Next Normal,” Tr3s talked to Latino families to find out more about what their lives are like. By Insight Tr3s

Flowers, jewelry, brunch and cards are usually par for the course on Mother’s Day. Today, Toyota shared a new way for Hispanic families to show their love and affection for moms everywhere, through a social effort dubbed “Serenata para Mama” (Serenade a Mom). The initiative, a first-of-its-kind effort, delivers a virtual, personalized e-video serenade and will be hosted on Facebook Toyota Latino, from May 7 – 31.

The universe of U.S. television homes is growing—and so is the TV audience. According to Nielsen’s 2014 Advance National TV Household Universe Estimate (UE), there are 115.6 million TV homes in the U.S., up 1.2% from the 2012-2013 estimate of 114.2 million. Nielsen estimates that 294 million persons age 2 and older live in these TV homes, an increase of 1.6% from last year.

In these stagnant economic times, there are signs that the public wants leadership to be more ambitious, with three times as many Americans saying senior leadership at large companies is weaker than stronger today as compared to five years ago, and four times as many Americans saying senior leaders are more focused on short-term goals than the long term as compared to five years ago.

More media buyers are putting online display and search dollars to ads served to consumers based on their previous digital behavior. Media-buying platform Chango found that in February 2013, over half of media buyers surveyed in the US, Canada and the UK planned to increase their investments in site, search and Facebook Exchange (FBX) retargeting.

To be successful in real-time marketing, marketers and their agencies need to rethink the creative process, according to a new eMarketer report, “Real-Time Marketing: Speeding Up the Creative Process.”

For the first time, a Spanish language ad has become one of the Top 10 most viewed ads on YouTube.

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