Agency

The changing US population continues to influence marketing practice; a multicultural approach is no longer a choice for companies, it is now essential for success. While there has been a movement towards a more multicultural focus in many major companies across America, the phenomenon can still be considered to be relatively new. There is no question that this will become a major part of the local marketing landscape, one adopted by all businesses not just large national and multinational corporations but there is a great deal to be learned before the practice of multicultural marketing moves to where it needs to be. By Neleen Leslie / Student – Florida State University

In the past two decades, two phenomena changed the face of marketing: multicultural marketing and new media. Multicultural marketing has changed the way marketers define who the consumer is, and new media has increased the possible ways to reach the consumer. Both have broadened the possibilities of marketing. Sully Moreno / Student – Florida State University

The Census Bureau recently confirmed that 1.8 million Latinos currently reside in the Dallas/Ft.Worth metro area with an aggregate household income of $23 billion. Reaching these Latinos, however, is not as simple as most marketers think since Latinos are comprised of two distinct segments that differ sharply in terms of their language preferences, media usage, and shopping preferences. Not knowing these differences can mean the difference between a campaign’s success or failure.

The CMO’s Agenda is an annual body of work produced by CMG Partners that gauges, probes and shares with the marketing community insights we have gathered through in-depth, one-on-one conversations with marketing leaders. The premise behind the research is simple: explore the most pressing issues that are on the minds of lead marketers. Available at HispanicCMO.com ans HispanicAccountPlanner.com

We have come to realize, in the past few decades that brands have without doubt become the most phenomenal wealth-creation properties in the contemporary business context on a global scale. Branding as a concept therefore has had more premium being placed on it in this critically challenged economic period, a situation which has seen it ascend up the value-chain of business. Available at HispanicCMO.com, HispanicPRpro.com and HispanicAccountPlanner.com

According to industry insiders, Cricket Communications has assigned Hispanic advertising responsibilities to Coconut Grove based Alma DDB.

Without a doubt, a great deal of the focus of the SES event currently taking place in New York is on the Hispanic market. And with good reason: Hispanics in the United States are increasingly connected, perform more and more searches and shop more on the web. By Mark Lopez, Head of the US Hispanic Audience, Google

The Hispanic population of the U.S. officially crossed the milestone of 50 million persons in late 2009. The country’s population grew between 2000 and 2010 by 27,323,632 and Hispanics by 15,171,776, accounting for 56 percent of overall growth. EthniFacts, a research consultancy in Austin, has produced a brief White Paper of the major findings and implications of this dramatic growth of the Hispanic population. DOWNLOAD WHITEPAPER HERE.

Terra USA announced the appointment of Liz Sarachek Blacker as the Chief Revenue Officer/VP Sales.