Agency

The Association of Hispanic Advertising Agencies announced the 2011-2012 roster of its board of directors as part of its Annual Conference, which kicked off today at the Eden Roc Renaissance Miami Beach. Assuming the Chair position is CEO of Acento Advertising, Roberto Orcí, who will help lead the strategic direction of the organization alongside executive director Horacio Gavilan.

The online world is a powerful, influential marketplace — especially for the highly adoptive Latino audience — where ideas are shared, conversations are sparked and brands are built. At the center of it all lies content. By aligning content with online communications strategies, marketers can establish a voice for their organization, raise online visibility and drive engagement with consumers.

Harley-Davidson announced the opening of a new permanent Latin America headquarters in Miami, Florida, USA.

Although new immigrants must adapt and rebuild their identity to confront the physical and emotional demands of entering a new society, cultural adaptation is a mutual exchange between the host culture (the United States) and the incoming group (immigrating and native-born Latinos). Due to this mutual exchange, the receding non-Hispanic White population and the increasing importance of Hispanic culture in the US, Latinos find themselves at the forefront of a new society in the United States. As this group continues to flourish, businesses must recognize and establish relationships with this growing market. BY Larin Littwin – Hispanic Marketing Communication – Florida State University

I grew up in the same small town in northern Florida where I was born. It was where I lived most of my life, until I decided that I wanted to move away to go to college. I still chose a small town, but one on the eastern shore of Maryland about an hour outside of Washington D.C. It was a 16 hour drive, but a world away from where I grew up. By Liz Vidal -Hispanic Marketing Communication – Florida State University

Bromley Communications announced it is once again defining the Hispanic marketing industry, and reinventing itself with a new name, new philosophy and new proprietary tool.

In 2010, Toyota sought to find a way to enable Latinos to express their loyalty to the brand, as well as collective pride in their heritage. The company targeted Latinos living in the US through the “Somos Muchos Toyota” campaign—“We Are Many.” The campaign ran from June 2010 through March 2011 and was designed to spur consumers’ sense of pride in their community and to motivate them to project it to their cars.

IBOPE Media Puerto Rico has just received continuation of its Media Rating Council (MRC) Accreditation, which confirms that its TV audience measurement services are valid, reliable and effective, and in compliance with MRC minimum standards for media research quality. MRC Accreditation was originally achieved by the service in October 1994.

A tighter economy is forcing consumers to become more educated about their finances and banks have the opportunity to mentor and help with more personalized counseling and convenient services, reports the Chief Marketing Officer (CMO) Council. DOWNLOAD Report Here.

comScore, Inc. released results of multiple studies measuring the offline sales impact of online display advertising for consumer packaged goods (CPG) advertisers. Retail sales were measured by analytically linking the permission-based comScore panel of one million U.S. Internet users to their anonymous loyalty card in-store purchase data provided by dunnhumbyUSA; no identifiable personal data was disclosed. By comparing the in-store brand buying of households exposed to online advertising with that of households not exposed, it was possible to determine the impact of online advertising campaigns. The results of the studies indicate that exposure to online display ads can lead to improved in-store sales for CPG brands. DOWNLOAD Report Here.

Casanova Pendrill launched an online campaign for FUN da-middles, a new cupcake mix with creamy filling inside. The three videos target moms and are on air through reach media units on different sites (General Market and Hispanic).

Marketers’ use of newer media platforms to engage with customers – including online ads, social media, search engine marketing, search engine optimization, mobile and viral videos – has reached extremely high levels over the past four years, according to the latest study of newer media by
the ANA (Association of National Advertisers), However, marketers’ perceptions of the effectiveness of some of these platforms – namely online ads, search engine marketing, search engine optimizations and viral videos – have declined.

Seventy two percent of U.S. consumers expect their holiday spending to be ‘careful’ or ‘controlled’ in 2011, according to Accenture’s annual consumer holiday shopping study. While 88 percent of shoppers intend to spend the same or less than last year, 71 percent of those respondents earning more than $100,000 expect to spend over $500 on gifts this holiday season, indicating that high-income shoppers may provide a boost to retailers this season.