Agency

This is a question I often hear from marketers who have decided to start marketing to U.S. Hispanics. It usually comes from the assumption that in order to reach Hispanics, one needs only to create a relevant message and send it through relevant channels or start a diversity program. Sounds easy enough, but the line of disenchanted marketers who have gone this route only to discover it’s not quite so simple, is a long one. Have you found yourself in that line? By Terry Soto, Author of Marketing to Hispanics A Strategic Approach to Assessing and Planning Your Initiative

Apple is innovative, Walmart has presence, Facebook is engaging, but if you want to know what the most influential brand in the United States is, turn to Google. No, not to ask the question, but rather, it is Google itself that is the Most Influential Brand in the United States. This seemingly all-encompassing Internet entity has topped the list in the recently revealed findings of a new study conducted by Ipsos called The Most Influential Brands in the United States 2013.

The way mothers and fathers spend their time has changed dramatically in the past half century. Dads are doing more housework and child care; moms more paid work outside the home. Neither has overtaken the other in their “traditional” realms, but their roles are converging, according to a new Pew Research Center analysis of long-term data on time use.

Spring is here and cleaning is in the minds of many. For years I have heard that bleach is an important cleansing agent in Hispanic households. When visiting Latino households I regularly smell bleach in the kitchens and bathrooms. By Felipe Korzenny, Ph.D.

MillerCoors is announcing a formal agency review for Miller Lite and Lopez Negrete Communications has made it clear they will not defend the account in the review.

Today there are roughly 19 million foreign-born Hispanics in the U.S., a market roughly the size of New York State. This is a large market, but it is not so much the size of the market that matters but rather the influence Hispanics have on each other, regardless of where they were born, that makes the foreign-born Hispanics so important. By Lee Vann / Captura Group.

Don Omar will join Doug McVehil, SVP, Music Programming, Talent & Content Operations for VEVO and Billboard’s Editorial Director, Bill Werde, for a compelling discussion on how artists can maximize their presence and revenue in the world’s leading all-premium music video and entertainment platform.

Univision Studios announces the U.S. and Puerto Rico premiere of “Arranque de Pasión, La Historia de Ela,” an original webnovela written and directed by Gazcón Fazi and produced exclusively for Univision’s online and mobile properties.

The campaign, starred by a stoic gunslinger as Mexico’s best ironic tour guide, featured deadly miniature pistols wielded by the renegade’s outrageous mustache. In a multi-screen, interactive, shareable campaign, this über cliché blasted away at a bar full of typical Mexican cultural stereotypes to great effect.

In the context of the World Summit on the Information Society (WSIS) conference recently held in Paris, the World Association of Newspapers and News Publishers (WAN-IFRA) and the World Editors Forum (WEF) panel focused on ethics and the role of traditional media in the digital age. When everyone has the ability, says the report, to blog, tweet and publish, traditional media have a greater responsibility to provide ethical, credible journalism.

Gloria Estefan will sit with Leila Cobo, Billboard’s Executive Director of Latin Content and Programming, for an in-depth conversation about her new album, her Broadway show, her multiple businesses, and remaining Number 1 on the charts. The Queen of Latin pop, Gloria is credited for being one of the most successful crossover artists of all time.

The Federal Trade Commission released new guidance for mobile and other online advertisers that explains how to make disclosures clear and conspicuous to avoid deception.

According to a new survey of 100 retail chief financial officers by BDO USA, LLP, 30 percent of CFOs say U.S. expansion will be their priority growth tactic in 2013. Expanding retailers like Apple and H&M will continue to look for Class-A store locations in high-traffic spots to afford better access and convenience for customers. In addition to store expansion, CFOs also say improving merchandise assortment (24 percent) and e-commerce and mobile commerce (22 percent) will be top growth tactics this year.

As Spain’s crisis grinds on, more of its marketers have been addressing the situation directly, as Agence France-Presse reported last year, “trying to lure hard-hit buyers by appealing to Spanish values of friendship, family, and proud resistance.” We’ve posted about some of these efforts over the last few years, including campaigns from a radio program, Mahou beer, Carrefour, Coca-Cola and Campofrío, a deli brand. The latest from Campofrío is a sweet, humor-tinged 60-second spot that aims to boost viewers’ national pride and give them hope for themselves and their country. Available on HispanicCMO.com and HispanicAccountPlanner.com.

Smartphone adoption among American teens has increased substantially and mobile access to the internet is pervasive. One in four teens are “cell-mostly” internet users, who say they mostly go online using their phone and not using some other device such as a desktop or laptop computer.

March comes in like a lion and goes out like a lamb … and when the temperatures rise, the sun gets brighter, and the days get longer it’s time to grab a sponge, put on some rubber gloves, and tackle that spring cleaning. Tr3s has conducted new research on the cleaning preferences of Hispanics 18 to 34. By Tr3s Insights.