Agency

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 – especially long-standing “truths” that are likely oversimplifications rooted in a simpler, more homogeneous world that no longer exists. by Jose Villa / Sensis

To read more on HispanicAd.com’s El Blog

Internet advertising hit $99 billion in 2012, representing a 16.2 percent increase over the previous year and accounting for 19.5 percent of all global measured advertising expenditures, according to a new report from GroupM.

While the great recession has fundamentally reshaped the automotive industry over the past few years, the real game changer may come from a new post-recession consumer mindset, demographic shifts and how automakers respond.

From “Zoom zoom” to “Like a rock,” automotive ads have a way of resonating with consumers—and making lasting impressions. But not all creatives are created equal. Today, Nielsen announced the winners of its 7th Annual Nielsen Automotive Advertising Awards, and Volkswagen’s “Dog Strikes Back” took the top honor of Ad of the Year.

Earlier this month, Hispanics celebrated the election of Pope Francis, the first Latino to hold the papacy. People of Latin origin are driving Catholicism’s worldwide growth, so clearly the College of Cardinals knew their target audience when they chose a South American as the next pontiff. However, while Catholicism is the dominant religion among Latinos, its membership is declining as Protestant faiths attract “very religious” Hispanic young adults. Insight Tr3s shares some research on U.S. Hispanics and religion. By Insight Tr3s

More and more, consumers are engaging with content across a variety of screens, and often engaging with that content on multiple screens simultaneously. This means advertisers have to take a holistic approach to their marketing strategy, and adjust the content to fit the context of various screens while considering consumers’ multi-screen habits.

Coconut Grove based Alma announced the hiring of Jorge Mercado as its Consumer Connections Director.
Mercado brings a 15-year track record in Hispanic media and marketing that includes work for national brands such as General Motors, GMC, Farmers Insurance, Sprint Nextel and the U.S. Navy.

Claudio joins Y&R from Ogilvy Brazil, where he was a lead Executive Creative Director responsible for Ogilvy winning 16 lions at Cannes 2012, 4 of which were golds, making them the most awarded agency in Brazil and the 3rd most awarded agency in the world. At Ogilvy Brazil, Claudio led the Claro Telecom account and was a Regional Creative Director for Coke Zero LATAM, Coke US HISPANIC Sparkling Division, Burger King Brazil and USA, amongst others.

In an effort to reach and serve the growing Hispanic population in the United States, Cancer Treatment Centers of America (CTCA) has selected San Antonio-based advertising and public relations firm Creative Civilization as its Hispanic advertising agency of record.

Online Hispanics are digital mavens and leaders on a variety of social networks. The Hispanic demographic itself, though, has many distinctive characteristics, including preferred language and country of origin, and these differences create varied digital participation levels.

The industry lacks common standards. Even talented pros often can’t prove return on investment. And some face institutional roadblocks that hinder real measurement.

Saludify.com, a site designed to provide Latinos with daily news and content to live a better life and improve their health launched. With a mission to improve the health and wellbeing of U.S. Latinos, Saludify is providing accurate, convenient and culturally relevant content that goes beyond what’s found in mainstream media.

In my last blog I wrote about ethnic umbrella labels. These labels include, but are not limited to, European-American, Asian-American, African-American and Native-American, and all share the characteristics of having a geographical reference point, but beyond that, distinctions appear. These terms raise another labeling issue, one which I’ve been questioned about. It concerns the use of the word American — including my use of American — to refer to the United States and its people. The argument goes like this. By Carlos E. Cortés / Courtesy of Univision Insights