Agency

2011 continued to be a challenging year for the global economy, which was impacted by natural disasters, political uprisings, and the ripple effects of financial crises in both the U.S. and Western Europe. After a boost in advertising spending in Q3 2011, many of the world’s biggest advertisers exercised more caution in Q4, but 2011 still showed an overall 7.3 percent increase in spending vs. 2010.

As we witness economic recovery beginning to reach the Hispanic market, we’re uniquely positioned to be able to offer an economic boost to our clients that no other market segment can. By Isaac Mizrahi – SVP, Managing Director at Alma

J. C. Penney Company, Inc. (“jcpenney”) announced that it has begun to dramatically simplify its business model in order to align operations with the changes it is making to become America’s favorite store. The Company’s new approach to pricing, promotion, merchandising and the customer experience requires a more competitive operational structure, with fewer layers of management, wider spans of control and greater accountability throughout the organization.

Many marketers have moved past a direct-response-centric model for online display advertising, recognizing that despite low clickthrough rates, banner ads also have a branding effect. And research suggests that adding rich media or video to those banner ads can improve both types of response—increasing the likelihood users will click the ads as well as boosting the lingering brand awareness that results from viewing.

As spending for online video advertising continues to grow, a new survey commissioned by Digitas and conducted online by Harris Interactive reveals an increased urgency for brand investment in online video. The study shows that there is a deepening multi-generational interest in native digital video programming across screens.

My colleagues in the US Hispanic trade marketing Industry ‘fumbled’ over one another to highlight that Butler, Shine, Stern & Partners (BSSP) was assigned the creative assignment for the El Pollo Loco Hispanic efforts in the US Hispanic Market, because they have the general market assignment. Wow! What a story!

Los Angeles based Castells & Asociados has lost their US Hispanic assignments for Time Warner Cable.

The New Generation Latino Consortium is hosting a new and exciting west coast installment of the industry leading ‘NGLC Media, Marketing & Entertainment Conference’ in Los Angeles on Tuesday, June 5th at the SLS Beverly Hills Hotel.

Content marketing continues to be one of the rising stars of the online marketing world as brands from American Express and Proctor & Gamble to GE and General Mills use it alongside more traditional strategies to reach their target audiences. Why? Unlike traditional marketing, branded content is engaging, provides value and adds to the online experience instead of interrupting it. DOWNLOAD Report Here.

Among the 50 fastest-growing metro areas over the last decade, only 24 of them were also among the 50 fastest growing since the 2010 Census. This is according to the first set of U.S. Census Bureau metropolitan statistical area, micropolitan statistical area and county population estimates to be published since the official 2010 Census population counts were released a year ago.

Univision Communications Inc. revealed the findings of the Univision QSR Landscape study exploring how quick service restaurants (QSRs) can expand their businesses by better addressing the needs and wants of the Hispanic community. The findings of the study, conducted in partnership with Burke, were discussed at a “Hispanic 411: Insights to Grow Your Business” webinar this week. VIEW Webinar Here.

After a year where two 1990s Internet darlings took home the top places in Reputation Institute studies–Amazon in the U.S. and Google, globally–food & beverage and consumer product companies roared back to the top of the reputation heap. Reputation Institute in partnership with Forbes Media, released findings from their 2012 U.S. RepTrak™ Pulse; a study that measures the 150 largest U.S. public companies. General Mills ranked number one in the study with a Pulse score of 83 after just missing the top 10 in 2010 and 2011. The company scored strongest in three key drivers of reputation, namely Products & Services, Governance and Leadership–and was also #1 in Citizenship.

Customer retention has become a major focus for businesses. Yet, loyalty as a concept is vague, and we are seeing growing interest across a number of channels and verticals within the market to define what “customer retention” means. Does it mean that a customer repurchases? Does it mean that a customer interacts with your brand on social media? Where does advocacy fit into the picture? DOWNLOAD Report Here.

Target has selected The Jeffrey Group to handle their US Hispanic PR responsibilities.

Michel Rothschild joins Draftfcb in Chicago as the SVP, group creative director of multicultural. In this role, Rothschild will be responsible for leading and strategically building the agency’s multicultural capabilities and client offering, leading a team of 12 creatives in Chicago while working closely with the network’s multicultural leaders at Draftfcb’s agency in Orange County.

GLR Networks announced coverage of Mexican 1st Division Soccer league super classic game Chivas de Guadalajara vs. America, this upcoming Sunday, April 8th at 6.30 pm ET / 3.30 pm PT.

Nearly four decades after the United States government mandated the use of the terms “Hispanic” or “Latino” to categorize Americans who trace their roots to Spanish-speaking countries, a new nationwide survey of Hispanic adults finds that these terms still haven’t been fully embraced by Hispanics themselves. A majority (51%) say they most often identify themselves by their family’s country of origin; just 24% say they prefer a pan-ethnic label. DOWNLOAD Report Here.