Agency

We recently joined DTC Perspectives once again for its annual gathering of healthcare thought leaders at the DTC National Conference. Throughout the event we constantly heard that the consumer is core to everything DTC (direct-to-consumer) marketers do. Mediapost Ad Critic Barbara Lippert said that we should zero in on the insight that gives your message a “human touch.” Marketing Strategist David Meerman Scott suggested that we all focus on “buyer personas” versus product details when building our marketing campaigns. These are reasons why we thought it was important to spend some time talking about how to approach Hispanic consumers with messages relevant to them. The reality is, embracing similarities is as important as celebrating differences. By Eric Talbot / Univision Insights

Aflac introduced its latest Spanish language television commercial, Physical Therapy. The funny and informative ad debuts on local Telemundo, Univision, Telefutura and Estrella TV stations in Miami, New York, Los Angeles, Houston, San Francisco and Orlando. It will also air on two television networks in Puerto Rico and on radio stations in all of these same markets.

An InsightsOne survey, which was aimed at determining American attitudes and behavior around the ads they see every day, found that fully 87% are now putting their foot down on the number of irrelevant ads they are willing to see before they ignore a company completely. Almost a quarter (23%) of Americans say they will do so after seeing just one spam email or online ad, and 43% say they will ignore a company completely after seeing as many as two.

According to industry insiders, Marshalls has assigned US Hispanic advertising, marketing and creative responsibilities to Chicago based Lapiz.

Good news, the digital divide is closing for Hispanics. The Pew Hispanic Center recently published an encouraging report that indicates that the digital divide is shrinking due in large part to rapid Hispanic mobile adoption and strong usage of social networking sites. For marketers, the report should be another clear indication that it is time to get serious about investing in the U.S. Hispanic digital market. By Lee Vann / Captura Group

This past week, we spent considerable time at the Hispanicize event in Miami Beach.

The Hispanicize team needs to be commended for their ability to bring together Hispanic female bloggers from their owned and operated blogger network Latina Mom Bloggers. The ladies were flown in and put up for a couple of days in fabulous Miami Beach for an all expenses paid soiree to create and demonstrate critical mass to entice advertisers.

As the 4th event in the Hispanicize series, the event organizers have demonstrated that they can improve it from year to year, but need to stick to their core audience.

To read more available on HispanicAd.com’s El Blog, HispanicCMO.com and HispanicPRpro.com

2012 closed out on a positive note for the ad industry: globally, ad spend increased 3.2 percent year-over-year to $557 billion, according to Nielsen’s quarterly Global AdView Pulse report. A strong third quarter, which saw growth of 4.3 percent, helped drive the annual uptick. Ad spend growth then receded to a more modest 2.5 percent in the fourth quarter.

The mainsails are being hoisted today on El Galleon as it begins its historic Viva Florida 500 Voyage on a route similar to Spanish explorer Juan Ponce de Leon’s 500 years ago. His arrival marked the beginning of a European presence in what is now the U. S. mainland and Florida.

Have you ever met an attractive person at a bar and exchanged numbers? Imagine if once this person has left the room, you start receiving hundreds of text messages detailing their sexual history — from various partners. Well, in a hidden camera stunt around several New York City bars, Wing created just that — with powerful communication that explores the potential risks of unprotected sex.

Mojiva released its “Tablets Rule” research report, an in-depth study of U.S. consumers’ behaviors and interactions with advertising on tablet devices. The report showcases how brand advertisers are increasingly centering all of their other forms of advertising around tablets, thus increasing metrics related to consumer engagement, click-through rates, video plays, social influence and mobile commerce.

The Global Information Technology Report 2013 assesses how well information and communications technology is being deployed worldwide to create growth and jobs and deliver social benefits.

Colondres will help extend Bumble Bee’s successful “BeeWell for Life” brand philosophy and encourage Hispanic consumers to exercise and live healthy and delicious lives.

In its ongoing efforts to help companies design and implement total market strategies, Latinum Network developed a Total Market Steering Committee of 15 market leaders inside the network, including PepsiCo Beverages, Hallmark and Quaker, among others. The cross-company collaboration is aimed at accelerating total market innovations, with a focus on consumer insights, media and agency services, and ROI and measurement.

Having previously spent almost 18 years on the agency side of the business, with many of those years spent handling consumer advertising for a number of the biggest brands in the world, I think I am qualified to say this: It’s a bad idea to split your business between multiple agencies.