Agency

Like brand equity, corporate reputation is an intangible asset that has some very tangible ramifications. It has the power to affect every aspect of the business, including enhancing or destroying shareholder value. But when it comes to tracking and measuring the value of investments we make in enhancing reputation, it seems surveys of investor and analyst attitudes are all that makes it onto our marketing dashboard (since many have found that promising their CEO that stock prices will rise in response to a proposed investment in corporate reputation to be a career-limiting move).

Available at HispanicPRpro.com

There is a sense of optimism returning to the American people. They are feeling better about President Obama, the direction of the country and, albeit to a lesser degree, Congress. And, it seems they are also feeling slightly better about the economy. One-third of Americans (33%) give President Obama positive ratings on his handling of the economy while two-thirds (67%) give him negative ratings. In December, three in ten U.S. adults (30%) gave the President positive ratings and 70% gave him negative marks on the economy.

In October, we published results of our third quarter survey showing a considerable rebound in business and optimism about the future. Well, the fourth quarter results are in, and the results are better still!

The California Lottery (Lottery) is inviting proposal responses from advertising agencies to provide Spanish language advertising services for California’s Hispanic market and integrated communications services for all Lottery products with the objective of maximizing net revenue from Lottery sales for the benefit of California public education.

The Hispanic Public Relations Association (HPRA) is expanding its affiliation with the Public Relations Society of America (PRSA), having agreed on a framework for greater cooperation and reciprocity on a broad range of member and industry initiatives.

As of March 2010, 11.2 million unauthorized immigrants were living in the United States, virtually unchanged from a year earlier, according to new estimates from the Pew Hispanic Center, a project of the Pew Research Center. This stability in 2010 follows a two-year decline from the peak of 12 million in 2007 to 11.1 million in 2009 that was the first significant reversal in a two-decade pattern of growth. Unauthorized immigrants were 3.7% of the nation’s population in 2010. DOWNLOAD REPORT HERE.

Bacardi Limited improved its global environmental efficiencies, increased engagement with responsible suppliers, expanded its award-winning “Champions Drink Responsibly” program and played an active role in enhancing local communities with employee volunteer programs.

Available at HispanicPRpro.com

Over the past few years, grocers have innovated in a number of ways to attract more customers: varying store formats fit different needs and spaces; loyalty programs coupled with gas savings drive traffic; and in-store kiosks, smartphone apps and other new media applications appeal to consumers’ passion for technology.

In the wake of the economic downturn, 80 percent of senior finance executives said their scope of responsibilities has expanded, with finance also now overseeing programs in other departments across the enterprise, according to findings of a new Accenture survey.

The private label market has enjoyed sales growth in recent years that isn’t likely to decrease in the near future. Private label companies continue to introduce better-for-you products and more attractive packaging, all while being easier on consumers’ pockets. Their efforts seem to be working, since recent Mintel research found that 44% of grocery shoppers believe store brand products are of better quality today than they were five years ago.

Planned purchases, modified shopping trips and shorter shopping lists have become the mainstays of today’s value-conscious consumer, but these trends might not continue in 2011.

NAPA, the “Official Auto Parts Sponsor of the Federación Mexicana de Fútbol (FMF)” and the “Official Auto Parts Sponsor of the El Tri U.S. Tour 2011,” is launching the NAPA Pura Calidad Mobile Tour to connect with and engage Hispanics across the country . Leveraging some of the key Hispanic passion points – sports, music and family – the 2011 tour will travel to more than 10 major U.S. cities and be present at various events including Mexican National Soccer team matches, Alianza de Fútbol amateur soccer games, Hispanic festivals, and NAPA locations.

I have taken a stand many times when industry professionals continued to position Multicultural and Cross-Cultural Marketing as the only strategy that would finally help elevate the marketing to multi-ethnic consumers to its righteous place among advertisers and prognosticate the demise of Hispanic Agencies and the Spanish-language media that serve the US Hispanic Consumer.

Now that advertisers have the ability to put all multicultural consumers into one category from a total marketing standpoint and also use these models to impact mainstream advertising with cross-cultural strategies that obviously will turn our $6 Billion industry into what it should be.

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comScore, Inc. released findings from comScore ARS indicating the importance of a strong upfront strategy and creative execution in driving campaign effectiveness for TV and digital advertising campaigns in Canada. Extensive research conducted by comScore ARS also shows that creative quality drives more than half of the sales changes for brands analyzed, four times higher than the impact of the specific media plan involved, highlighting the importance of optimizing creative in ad campaigns.

Available at HispanicCMO.com and HispanicAccountPlanning.com