Agency

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).

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.

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.

The greater the likelihood of a perceived benefit to the community, the greater the chance a Latino will participate in an Arbitron survey.

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.

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.

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

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.

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

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.

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.

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.