Agency

Results of the qualitative portion of the 2010 Latina Shopper Study recently revealed substantial differences among the four shopper profile segments identified in the study: Exploradoras (27%), Pragmáticas (23%), Digitalistas (31%) and Fre$itas (20%). While Exploradoras “love to shop for a bargain” and Fre$itas “buy whatever I want, now”, Digitalistas are highly active in comparative internet shopping. Pragmáticas, on the other hand, are averse to the shopping experience, plan their purchases ahead and ultimately, shop for value, not fun.

Available at HispanicCMO.com

For four consecutive years Accenture’s Electronics & High Tech industry practice has conducted research to identify and track preferences for consumer technologies and services. The research is intended to help consumer technology executives better understand the purchase and use of consumer technologies among key generations and to gain deeper insights into global differences. DOWNLOAD REPORT HERE.

Happy New Year my fellow marketers!

I have a situation I would like to place on this Blog to get your feedback on.

Imagine this scenario:

A general market agency hires you to help pitch a big account (you representing the Hispanic expertise for the team). You win the account and you hear back that the client was truly impressed by the Hispanic component.

Read more at HispanicAd.com El Blog above.

To reach multicultural consumers, more than half (56 percent) of marketers are increasing their investments in newer media platforms, according to an ANA (Association of National Advertisers) member survey. Another 35 percent are holding their spending at the same level, while only nine percent are reducing their investments in newer media.

Available at HispanicCMO.com and HispanicAccountPlanner.com

Total advertising expenditures in the first nine months of 2010 grew 6.4 percent from a year ago and finished the period at $94.06 billion, according to data released by Kantar Media. Ad spending during the third quarter of 2010 was up 8.7 percent versus last year, the largest quarterly gain since the end of 2004.

A new digital marketing study conducted by comScore and commissioned by Terra reveals that Hispanics are the ideal online consumers. The stunning results of the Terra comScore Ad Value Research Study show a full spectrum of engagement by Hispanics across multiple digital platforms including new data about how marketing initiatives positively influence brand perception.

Learn what clients and agencies think about the economy, its impact on their business, and their outlook for the coming year.

The 2011 RSW/US New Year Outlook Survey was completed by over 100 senior level Marketers (“Clients”) and over 100 Agency Principals from Agencies of different types during December, 2010. The purpose of the survey was to glean insights relative to Client and Agency expectations going into 2011 – for things such as marketing spend levels, staff support, media usage, fee structures, and new business activities.

Available at HispanicCMO.com

McDonald’s USA announced that Edgardo A. Navarro Linares has been promoted to Vice President, Multicultural Marketing, McDonald’s USA. In this role, Navarro will be responsible for McDonald’s U.S. strategic and ethnic consumer marketing efforts.

Grupo Gallegos announced the hiring of Gustavo Razzetti to the newly created position of Chief Strategy and Engagement Officer, effective immediately.