Agency

Miami-based G ADMarketing Communications, led by advertising veteran Gabriela Alcántara-Díaz, has been appointed by Amscot Financial to spearhead their multi-cultural Hispanic integrated communication and marketing efforts, including creative, public relations and social media.

Arguably, the most critical conclusion a brand or agency can make is an accurate definition of its prospective target audience. Defining the right target leads to clarity and focus, which leads to insightful and relevant creative, which in turn positively affects your client’s business. It sounds so simple, but with so many consumer segmentation models, new cultural buzzwords and the lingering ghosts of archaic language-based models, it can be challenging to pinpoint the “right” Hispanic consumer. By Nancy Morkovsky – Brand Planning Director, Richards/Lerma

Following an extensive strategic marketing career at Coca-Cola, José Espinoza joins Mercury Mambo as VP of Strategy and Business Development and will contribute his strategic experience and insights to new business acquisition and existing client growth opportunities. Espinoza will be responsible for expanding agency capabilities to address the
evolving marketplace dynamics.

With brand marketers always looking to get the most out of their advertising budgets, the Interactive Advertising Bureau (IAB) released “A Comprehensive Picture of Digital Video and TV Advertising: Viewing, Budget Share Shift and Effectiveness,” a Nielsen research study commissioned by the IAB investigating how moving dollars from TV ad budgets to digital media – especially digital video – affects reach and costs. The report reveals that a 15 percent shift in media spend to digital will drive a distinct increase in advertiser reach across verticals.

In my last blog, I discussed the distinctions between ethnic — particularly Hispanic — heritage, identity, and culture. I ended by posing this question: beyond the sharing of a pan-Latino identity, does a U.S. Hispanic culture really exist? Or are Hispanic and Latino merely convenient umbrella terms for embracing the various U.S. ethnic cultures rooted in Spain and the different Spanish-American nations? By Carlos E. Cortés / Univision Insights

Everyone – from Adelaide to Hong Kong, Istanbul to Stockholm, Tallahassee to Zürich – is dancing ‘Gangnam’ style. A handful of brands have embraced the music track, or its dance moves, in a bid to capitalise on the instant recognition they spark in consumers of all ages, and from all cultures. By Dr Inka Crosswaite_Cultural Insight and Semiotics Specialist_Added Value South AfricaPost originally written for TREND.

Many small businesses are already using some form of content marketing to promote themselves—74% as of a January survey of US small businesses by BusinessBolts.com. It’s a tactic that must be paying off, because three-quarters of small businesses also said they planned to do more content marketing this year than last—and just 4% said they had no plans to do any content marketing at all.

For many years I have conducted qualitative research with Latino women and have generally found that they are very willing to yield to their children’s requests for purchases, even if these are non-essential. I have had the suspicion that this is particularly true of Hispanic women in comparison to other mothers but have not had the quantitative data to explore this idea. By Felipe Korzenny, Ph.D.

República will partner with BIPI to develop and execute a total market strategy that will tap into multiple divisions of the agency including research, advertising, media, branding, public relations, social media, community relations and promotions.

The Essential Economy Council released a new study that has national implications for the debate on U.S. immigration reform as it measured the economic value of industry sectors that commonly employ immigrants. The Georgia-focused study reported that industry sectors like poultry, agribusiness, dining and hospitality contributed 12% or $49 billion of the States GDP in 2010 while their employees paid $114 million in sales tax in 2011.

Entravision Communications Corporation announced the promotions of eight individuals to the position of Executive Vice President. The promotions reflect the continued expansion of Entravision’s digital, mobile and marketing services, as well as the strength

Recently, the Wharton Future of Advertising Program asked more than 175 industry leaders to describe their vision of what advertising would be like in the year 2020. Based on our analysis of the responses to the 2020 Project, the Super Bowl case isn’t just a once-a-year stunt — it’s a preview of a model that will scale and become a foundational characteristic of major brand advertising.

The marketing buzzword “SoLoMo”—for social, local and mobile—is the latest way national marketers are seeking to connect with customers and lure them into neighborhood stores, dealerships, branch offices and service outlets nationwide.

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