Agency

Almost with precise foresight, Valeant Pharmaceutical’s vitamin B brand Bedoyecta got ahead of AdAge and its Halloween piece on the Day of the Dead (Día de los Muertos) as a prime opportunity for marketers. While marketers may shy away from the holiday due to its scary name or lack of understanding Bedoyecta launched a Day of the Dead focused program on Halloween. For Bedoyecta, the festival presents a key differentiation to connect at a unique level of relevancy standing out from popular Halloween, fall and other pre-thanksgiving themes that make October and November a cluttered communication season.By Lili Gil, Managing Partner XL & Media Contributor available at HispanicCMO.com>

Global online consumer confidence fell for the seventh consecutive quarter as confidence in 31 of 56 global markets measured declined, according to third quarter global online consumer confidence findings from Nielsen.

Localized marketing is becoming a critical area of strategic focus and competitive advantage for brands, reports the Chief Marketing Officer (CMO) Council. Just 12 percent of marketers believe they have highly evolved campaigns and analytics on a local level in contrast to nearly 50 percent who see themselves as underperforming or needing new strategic thinking and capability development in local marketing.

There’s no longer any question that digital has a seat at the advertising table, although the dollars spent there don’t yet compare to the money spent on traditional media like television.

Coca-Cola (#1) takes the lead in Interbrand’s 2011 Best Global Brands report for the 12th consecutive year. Another brand leader is Apple (#8). With a brand value that increased a staggering 58 percent, Apple is this year’s top riser and, for the first time, it sits amongst the top 10 brands listed in Interbrand’s report. DOWNLOAD Report Here.

On October 26, Univision and Millward Brown presented a webinar in the “Hispanic 411: Insights to Grow Your Business” series that showcased creative that works. Led by myself and David Burgos, vice president at Millward Brown and co-author of “Marketing to the New Majority: Strategies for a Diverse World,” the goal of the interactive session was to help marketers and agency professionals develop creative that engages Hispanics.

New York Hispanic Radio veteran Mickie Reyes who has contributed immensely to the sales & management development of Spanish Broadcasting System’s radio stations in New York over the last 20 plus years will depart to become the New York Sales Manager for National Latino Broadcasting, LLC (NLB) and will report to Frank Flores – Senior Vice President of Sales and Marketing for NLB.

Cultúr Health was launched by the vox collective and Cooney/Waters Group. Cultúr Health combines the vox’s deep experience in Hispanic and cultural marketing with Cooney/Waters’ more than 19 years of health care communications service for nonprofits, pharmaceutical and biotechnology companies.

According to Industry sources, Verizon Wireless has notified Global Hue that the media planning and buying for their multicultural efforts will be re-assigned to Zenith Media.

Dewar’s Blended Scotch Whisky and Universal Music Latin Entertainment (UMLE) announced an exclusive relationship for a campaign in celebration of Latin music’s hottest night of the year on November 10. The campaign begins today with a launch of a unique collaborative Facebook application designed to make it easy for music fans (aged 21 and over) who are not attending the international Latin music awards show to stay connected online to their favorite nominated Universal Latin artists via the Dewar’s Facebook page.

We all have heard-and probably at some point also said-that Hispanics are brand loyal. One common mythical struggle in our industry is to make Hispanics try brands other than those they grew up with. Marketers who introduce a new product are considered lucky because they don’t have the loyalty dragon to slay and are able to make that very first impression in the minds of Hispanic consumers. But are Hispanics really that loyal? By Maria-Gracia Inglessis, Senior Account Planner at Wing

Geoscape presented the American Marketscape DataStream: 2012 Series, Executive Summary Report. The report is a summary of current and forecasted demographic, economic and consumer segmentation data published at various levels of geography in the U.S.

The sluggish economy and rising household expenses are casting a chill over consumer confidence, but not enough to bring back the ghost of recessions past, according to Deloitte’s 26th annual survey of holiday spending intentions and trends.