Agency

Before I address the fragmentation issue, I would like to take a moment with a few lines about my last assignment which ended Friday with the closing of the sale. You see for the last five months I had the privilege to be the Trustee and oversee what was the first independent Spanish language television station in the United States as it was sold by NBC/Comcast to comply with an FCC mandate that only allows for the ownership of two television stations per market. By Jose Cancela

Draftfcb Chicago announced that it has been named Multicultural Agency of Record for PACCAR Parts, a Division of PACCAR, Inc., a client since 1992. Formerly working with PACCAR Parts on a project basis for multicultural work—handling creative and translation—Draftfcb was officially awarded AOR status to further develop the client’s cross-channel strategy.

NGL Media, a new company from Latino media and entertainment entrepreneur, David Chitel, launched unveiling a groundbreaking approach to addressing Latinos through premium in-culture video content across Digital media on an unprecedented scale. The company is aimed at working with advertisers, premium content producers and distributors alike to provide transparent access to more Latinos regardless of where they are consuming video content or what language it is in, from moms to urbanites.

Global advertising rose 8.8 percent year-on-year in Q1 to total USD 118 billion based on published rate cards, as advertisers spent more on television and continued to invest in booming consumer Asian and Latin American markets. According to the new Nielsen Global AdView Pulse report, television advertising rose 11.9 percent year-on-year and increased its share among other traditional media (radio, magazines, and newspapers) from 63.5 percent to 65.3 percent in both developed and many emerging economies.

In-person events and conferences afford attendees an escape from the office to network, catch up with old colleagues and keep up on industry trends. But it can be difficult—and often expensive—for some professionals to take time out of their busy schedule.

Growth for US online ad spending will crest this year at 20.2% and remain solidly in double digits through 2014, eMarketer forecasts. By 2015, total online ad spending will approach $50 billion.

If you think about it, education is at the root of many of the issues affecting US Hispanics, such as teen pregnancy, crime, poverty and health issues. That is our biggest problem. By: Enrique R. Turégano / alPunto Advertising

Millions of dollars are spent developing and launching new products each year, but the reality is only 10 percent will succeed. While this has been the accepted norm and considered the “cost of doing business,” a new approach unveiled at Nielsen’s U.S. Consumer 360 conference improves the likelihood of new product success to 75 percent. Read more and download study at HispanicCMO.com and HispanicAccountPlanner.com

With the explosion of social networks, mobile devices, and micro sites, marketing executives are challenged to gain a truly integrated view of customer behavior across the range of established and emerging channels. Read more and download study at HispanicCMO.com, HispanicPRpro.com and HispanicAccountPlanner.com

By Felipe and Betty Ann Korzenny

This book is about using cultural insights to connect with Latino consumers. It’s about marketing strategies that tap into the passion of Hispanic consumers so that marketers and service providers can establish the deep connections they need for a successful campaign. This book provides an understanding of the Latino consumer that goes beyond simplistic recipes.

Forthcoming August 1, 2011

Some large national advertisers have tapped daily deal sites or mobile check-in services like Groupon and foursquare to take part in the hyperlocal ad market, but many see those options as primarily benefiting small local businesses that need them to get traffic in the door. Large brands do want in on the local action, though, research suggests. Available at HispanicCMO.com

Now that the economy is growing again, corporate executives and talent managers may be tempted to believe that the talent market has returned to normal and that they can go back to “business as usual” leaving them on the losing side of the competition for talent. However, the report finds that many companies are not addressing the critical needs and potential frustrations of their employees—and often do not have a realistic picture of how employees see them. Download Report Here.

The bi-cultural experience that New Generation Latinos encounter helps shape how they view their role in U.S. society. They have a different “value set” than their Caucasian counterparts that gives them unique attitudes and opinions on education, their career, finances, and much more.

Univision Communications Inc. announced that Randy Falco, executive vice president and chief operating officer, has been appointed president and chief executive officer, effective immediately. Additionally, Falco will become a member of the Univision Board of Directors and will continue to be based in New York. This appointment follows a comprehensive search process.