Agency

Although the downside of using celebrity endorsers has been in stark relief in the past few years–think of Brett Favre, Charlie Sheen or Tiger Woods–they provide significant lift to print advertising readership, according to a new analysis from Starch Advertising Research.

When I first started my career in advertising, my supervisor handed me a memo (yes, I’ve been in this business that long…); the content of which was “the 20 key principles of account management”. This business has evolved quite a bit in the 15 years since..but has it really? Marketing trends have surely shifted, and the electronic age has changed the media landscape and the tools we use to conduct our business. But is the foundation truly any different? I decided to put this to the test. I pulled out the infamous memo (seriously, I still have it) and read the list yet again. Hmm….what do you know?! Despite all the changes in our industry, these 20 principles of account management still hold true. In the spirit of sharing, here are the first 10. By Maylinn de la Maza

There are 82 million Moms in the U.S. and they are the golden ticket to marketing success for many brands. It’s evidenced not only in the focus, research and communication all around her, but based on the fact so many companies are employing and deploying Mom panels. Mom panels like Walmart Moms are Moms recruited by brands to help brands connect with larger Mom audiences. They are usually chosen for their social influence, personality and the size of their social graphs. Brands utilize the Moms for insights, blogging, tweeting and creating content on their behalf. In effect, Mom has become the new Assistant Brand Manager.

Available at HispanicCMO.com, HispanicPRpro.com and HispanicAccountPlanner.com

J. C. Penney Company, Inc. celebrated the evolution of its enduring brand with the unveiling of a new, modern logo. Endorsed by thousands of consumers through extensive research, the fresh, bold design is the most meaningful update to the Company’s logo in 40 years.

In part two of his book Multicultural Intelligence, Morse (2009) introduces eight rules for the multicultural marketer. These rules are a series of dos and don’ts that marketers should seriously consider when targeting the American market. By: Neleen Leslie – Graduate Student / Florida State University

Influential information is generated by many sources and necessitates a new purchasing strategy that, when successfully managed by brands, builds loyalty. In this study, we examine the steps consumers take during their purchase decision journey – the Purchase Decision Cycle. We examine what is “Inside the Buy.”

Available at HispanicCMO.com and HispanicAccountPlanner.com

People who turn to the Census Bureau’s latest data release in an effort to answer Sesame Street’s musical query may, in some cases, be puzzled by what they find. The detailed race, ethnicity and population counts make it easy to look up data for any block in America. But those numbers may not be completely accurate—and deliberately so.

It was the Tuesday after the President’s Day holiday in 1996 and I was starting a new chapter in my life. After a devastating failed business venture and an even more devastating blow to my health that put me in the hospital for two months, I was beginning a new career, a new life. I walked into that boutique advertising agency at the southern end of Coral Gables without a clue about the business of advertising. All I knew is that a close friend from high school said his agency was always looking “smart people” and he was hiring temporary help. I was flattered that he thought of me as smart. He said he could offer me $8 an hour. By Henry Gomez – Director of Strategic Insights – Alma DDB

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