Agency

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.

Measuring the effectiveness of branded entertainment programs is the goal of a new model introduced by Ogilvy & Mather. The model is being endorsed by leading production and broadcast companies who plan to adapt the approach to support measurement of their branded entertainment properties. VIEW PRESENTATION Here.

Lopez Negrete Communications, Inc. won the Gold in the “Multicultural” category at the American Research Federation (ARF) 2012 David Ogilvy Awards ceremony on March 28 in New York City for its “Enciendete FiOS” campaign launched for the agency’s largest client, Verizon Telecom. This is the fourth year that the Multicultural Award category has been offered by the ARF in this competition. Lopez Negrete won the Gold for the first two years the category was created, first for Bank of America and subsequently for Wal-Mart Stores, both long-standing legacy clients of the agency.

Even as the nation’s economic outlook brightens, marketers continue to spend conservatively as budgets remain steadfast, according to the latest ANA (Association of National Advertisers) Recession survey, 6th edition. The majority of marketers surveyed (84 percent) are still being asked to tightly manage their controllable spending, which is a slight increase compared to last year (77 percent). This number peaked in 2009 with nine out of 10 marketers sharing this sentiment.

By Jose Villa / Sensis We hear the term “multicultural” a lot. Marketers, academics, and industry leaders love to talk about multicultural groups and the growth of America’s multicultural population — the various minority groups, including Hispanic, African-American, Asian, and “other” (Middle Eastern, European, South Asian, etc.) that are rapidly expanding in size and influence.

Halim Trujillo has been named the new Managing Director of OMD Latino based in Chicago.