Agency

Southeast Toyota Distributors, LLC (SET) announced the launch of its new Spanish-language advertising campaign for its core 2013 model year vehicles. Developed by its agency of record since 2003, MGSCOMM, the campaign utilizes a sitcom format to illustrate the role the Toyota brand and its vehicles play in the lives of Hispanic families in the U.S.

Press releases that offer readers a variety of multimedia options (e.g. video, images, downloads) generate almost 10 times more views than plain-text messages.

Consumer reviewers trump professional reviewers as the key purchase influencers, according to the just released “Buy It, Try It, Rate It” study from Weber Shandwick. The study shows that the majority (65 percent) of potential consumer electronics purchasers are inspired by a consumer review to select a brand that had not been in their original consideration set.

An insightful friend described a growing challenge with insights in the marketing services industry. He suggested I probe the issue, so here goes…

The global advertising market saw healthy growth during the third quarter of 2012, according to Nielsen’s quarterly Global AdView Pulse report. Spending was up 4.3 percent over Q3 2011, to $139 billion. This gain outpaced the 2.7 percent growth seen in the first half of 2012.

There’s a reason that the new Gerber baby is Latina, Sofia Vergara is peddling Suave and Covergirl, and J.Lo’s Glow is the highest grossing celebrity-endorsed perfume of all time. These brands recognize that Latinos love to buy especially in certain categories. Particularly, they tend to over-index as consumers of beauty, hair, and baby products. In fact, according to a recent Nielsen study, if Latinos living in the U.S. were their own country, their buying power would make them one of the top twenty economies in the world. By Alejandra Guacaname, Master’s Student, Center for Hispanic Marketing Communication, Florida State University

Available on HispanicCMO.com

81% of U.S. adults use the internet and 59% say they have looked online for health information in the past year. 35% of U.S. adults say they have gone online specifically to try to figure out what medical condition they or someone else might hav

The American Veterinary Medical Association (AVMA) recently released its U.S. Pet Ownership & Demographics Sourcebook, which revealed that New York ranks 49th for pet ownership with 50.6 percent of households owning a pet.

Dan founded Daniel J. Edelman, Inc. in Chicago in 1952, and has helped to grow the company into the world’s largest PR firm.

Boca Juniors represents a unique spirit and passion that goes beyond sports and Nike always encourages the soccer club to become a leading character in different fields.

For the past 18 years, AHAA and its members have worked collectively with Univision to bring more advertisers into Hispanic marketing and to build a strong and vibrant Hispanic marketing industry. As Univision Communications announced the formation of the “Univision Agency,” AHAA: the Voice of Hispanic Marketing, issued the following statement

The rise of the multifunctional device is perhaps epitomized by the smartphone—it’s a phone, computer, web browser, camera and gaming platform folded into one device that fits in your pocket. For many consumers, all of that functionality has obviated the need for a number of single-function devices, a trend reflected in an October 2012 survey by Accenture of internet users in 11 countries: Brazil, China, France, Germany, India, Japan, Russia, South Africa, Sweden, the UK and the US.

Univision Communications announced the formation of the Univision Agency. Overseeing a media inventory of more than $500 million across all of Univision’s broadcast, cable and radio properties, the Univision Agency will be responsible for all cross-channel promotions as well as research and creative services for clients and internal divisions.

Would you ever defer your brand business strategy to your ad agency and follow their recommendations unquestionably because they are the “market experts?” For most seasoned MBA-educated CMOs and brand managers the answer would be a resounding NO. After all, YOU are responsible for growing the business. You are responsible for every decision made in the name of market share domination-right?

The Effie Report contains intelligence gained from the most recent marketing case studies submitted into the North American Effie Awards program, as analyzed by Millward Brown, a global leader in brand, media and communications research.