Carat USA and Aegis Media – Multi-Cultural Marketing released the finding of their new Hispanic Consumer Connections research study that according to them reveals that 90 percent of Hispanic media budgets are working hardest against targeting only 20 percent of the Latino population, due to old assumptions, outdated information and approaches ˆ missing the opportunity to drive significant business value among 80 percent of the Hispanic market.
First, Bull Shit
Second, ……
By Gene Bryan
eMarketer estimates that 63% of the US Hispanic population accesses the internet at least monthly this year, rising to 73% by 2015. This group skews young an somewhat male.
Whether you’re a client-side marketer or agency professional developing your Hispanic strategy, the question always comes up: “What creative will work hardest to engage my Hispanic consumer?”
A new IBM study of more than 1,700 chief marketing officers from 64 countries and 19 industries reveals that the majority of the world’s top marketing executives recognize a critical and permanent shift occurring in the way they engage with their customers, but question whether their marketing organizations are prepared to manage the change. DOWNLOAD Report Here.
Global sports and entertainment sponsorship and consulting company Octagon has acquired urban and multicultural agency, Alloy Access, dramatically expanding its urban/multicultural offering and rebranding the unit as Octagon Access.
HispanicAd.com announced the winners of the Annual Excelencia Media Planning Awards (HMPE) at a luncheon during The Association of Hispanic Advertising Agencies (AHAA) annual conference in Miami, FL on Wednesday October 12, 2011.
Winners of the HispanicAd.com Account Planning Excelencia (HAPE) awards were announced at the Association of Hispanic Advertising Agencies (AHAA) Conference in Miami.
The Association of Hispanic Advertising Agencies released its 2010 Report on Hispanic Advertising Spending, which revealed that there is a connection between consistent and significant investment allocations of more than 14.2 percent in Hispanic marketing and high levels of overall topline revenue growth.
Leaders from the U.S. Hispanic advertising industry have joined forces to create the USH Idea Awards—a new industry standard to celebrate outstanding creative achievement in work directed at Hispanic audiences in the U.S. The award will be presented by Círculo Creativo in partnership with the Association of Hispanic Advertising Agencies (AHAA).
Nearly six in 10 (59%) global consumers look for sales to save on household expenses—the leading saving strategy of eight measured across all regions and most prevalent in North America (73%) and Europe (60%), according to Nielsen’s 2011 Global Online Survey of more than 25,000 Internet respondents across 51 countries. Using coupons was the second most popular saving strategy, used by nearly half (48%) of global online consumers.
Noting that CMOs “don’t get” in-culture marketing and are yielding to general-market agencies that are “going to continue to push and push and push … because they want all the money,” High suggested that Hispanic advertising agencies get aggressive, and start to retaliate.
U.S.-born teens and young adults are greatly contributing to the “death” of the adult Hispanic consumer target as we know it.
The greater the likelihood of a perceived benefit to the community, the greater the chance a Latino will participate in an Arbitron survey.
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
