Agency

By Joe Castro – Zubi Advertising I never sleep better than during the holidays that now seem a faded distant memory. The new year has brought with it the reality of potentially great political change on the horizon, and with all the political rhetoric a reawakening to the disturbing truth of how Hispanics are viewed by many other Americans in this country.

There is a lot of culture and lore associated with tattoos from ancient art to modern expressionism and there are many reasons people choose to get, or not get, permanent body ink. A recent Harris Poll looks at the number of Americans who currently have tattoos, and what those tattoos may say about them.

Pizza Patrón announced that it is seeking to reverse the average four percent drop in sales that it sees during Lent each year by launching its ‘Pizzas de Cuaresma’ campaign. The promotion features two ‘lent friendly’ pizzas — the Spinach Clásico (a customer favorite) and La Vegetariana.

The Conference Board and Nielsen Holdings N.V. announced the launch of The Demand Institute. Operated jointly by The Conference Board and Nielsen, The Demand Institute is a non-advocacy, non-profit entity focused on illuminating how consumer demand is evolving around the world.

Born sometime between the launch of the VCR and the commercialization of the Internet, Americans 18-34 are redefining media consumption with their unique embrace of all things digital. According to Nielsen and NM Incite’s U.S. Digital Consumer Report, this group—dubbed “Generation C” by Nielsen—is taking their personal connection—with each other and content—to new levels, new devices and new experiences like no other age group.

ECHO Incorporated, a manufacturer of professional-grade, high-performance outdoor power equipment for professional and residential use, has appointed The San Jose Network, Ltd. (SJN) as their agency of record for the Latin American market.

Greg Knipp, CEO of Dieste Inc., announced the return of Tony Dieste to the agency team. The co-founder of Dieste will serve as Chairman and officially starts in the Dallas-based agency on February 22nd.

ConAgra Foods, one of the nation’s leading food companies, has awarded its Hispanic Shopper Marketing and Consumer Promotions business to culture-inspired marketing agency MarketVision.

Jim Heekin, Chairman and CEO of Grey Group announced that Alain Groenendaal has been appointed President & CEO of Grey Latin America, which operates in 18 markets in the region. Groenendaal will continue to serve in his current role as President and CEO of Wing, Grey Group’s full-service marketing communications agency focused on the intersection of the U.S. Hispanic, Latin American and general markets.

Retailers face a fast-expanding, multi-pattern competitive set. A company may see it’s losing market share, but may not see where it’s going. Consumer spending is scattered thanks to new ways of making purchases. Manufacturers are becoming retailers. New rivals, often in the form of companies too small to hit the radar, continue to enter and fragment the market. In such a climate, every customer interaction becomes crucial. DOWNLOAD Report Here.

I had the honor of representing our Association at the February ANA Multicultural Committee Meeting chaired by Gilbert Davila. It was impressive. Fifty ANA members, many high level executives, attended and spoke candidly about some of the most important issues they face.

It was clear that they share some of the same issues we all deal with in Hispanic marketing. Here are some of the things your clients care about.

By Roberto Orci – AHAA Chair

The CMO plays an important executive role in firms for developing and implementing the company’s long-term strategic plan, including new product opportunities, acquisitions/joint ventures, and other growth initiatives to meet the company’s annual revenue goal. The CMO also creates and executes a marketing plan that builds the company’s brand, including developing consistent messaging across all on and offline marketing channels to the proper target audience.

Increased consumer demand for more personalized and relevant brand experiences has made customer segmentation and targeting an imperative for companies.