Agency

According to a survey by global public relations agency Weber Shandwick and KRC Research, 75 percent of executives at companies that manage products under multiple brand names now believe that a strong parent brand reputation is as important as the company’s individual product brands.

Nielsen plans to increase the sample sizes by employing a hybrid measurement methodology combining Nielsen’s existing panels, new proprietary measurement technology currently referred to as Nielsen Code Reader and complementary return path data (RPD), commonly obtained from set top box devices.

A significant portion of the digital experience now rests in the hands of four companies—Amazon, Apple, Facebook and Google. “Other than content creation, it’s difficult to imagine any aspect of today’s digital landscape where at least one of the Big Four fails to play a prominent, if not defining, role,” said eMarketer in the new report “The Changing Digital Landscape: Key Trends Marketers Need to Know.” “Their clashes are reshaping the digital landscape, affecting hardware, software, services, the delivery and sale of content, advertising, and commerce.”

Marketers, retailers, content owners and technology firms are more focused than ever on obtaining
results from investments in digital marketing. If past years were about amassing data from the touchpoints between companies and consumers, 2012 will be about curating, filtering and measuring that information to drive outcomes.

Ad Age’s ninth annual guide to Hispanic marketing and media is available for viewing. CLICK HERE to view

NASCAR concluded an agency review that selected Ogilvy & Mather as Agency of Record (AOR) to service the sport’s evolving advertising and marketing needs.

Big Data: Experts say new forms of information analysis will help people be more nimble and adaptive, but worry over humans’ capacity to understand and use these new tools well.

How much money do members of different cultural groups spend online in an average month? What percentage of their purchases does that represent? These are two of the questions addressed with culturally diverse consumers in the 2012 multicultural marketing study of the Center for Hispanic Marketing Communication of Florida State University in cooperation with Research Now. By Felipe Korzenny, Ph.D.

Al Aguilar, Creative Civilization Chairman and CEO will receive the national 2012 Hispanic Marketing Achievement Award, to be presented at the 16th Annual Hispanic Marketing Midwest Conference

America’s Navy announced it will honor its current and former Navy personnel through the “Beyond the Call” diversity campaign.

An uncertain economy in both Europe and the U.S. has led GroupM to project a 5.1 percent increase in 2012 global advertising spending in measured media to $506.3 billion, down from the 6.3 percent hike ($522 billion) forecast late last year.