Agency

Our business has changed. The role of marketing is no longer to interrupt con versations , but to contagiously ignite them. To shift brands from broadcasters to participants . We believe that the single biggest thing that we need to remember is that modern marketing is about making people’s lives better.

Many marketers are waiting for the results of the 2010 US Census to learn about the growth of the ethnic/cultural segments they target. That expectation will be met when the Census releases that data by about March 2011.

There are only so many hours per day that consumers can spend watching TV, reading newspapers and surfing the internet. But as marketers may suspect, the time devoted to media is undergoing some not-so-subtle changes.

For most retailers, marketers and traditional “holiday” programs, the rush of the shopping season has ended. However, if you want to truly connect to the essence of las navidades (the holidays) for us Latinos, the window of celebration and events is not over yet. While most American kids have already exchanged Santa’s milk and cookies for gifts, our kids still await the Three Kings with a little water and fresh grass for the camels. Día de los Reyes is yet to come on January 6th…so, closing shop on the 25th may be too soon. Is your brand ready? Does your promotion acknowledge the great window of celebrations that most Latinos follow as tradition? By Liliana Gil, Managing Partner & Cultural Intelligence Officer, XL Alliance

Available at HispanicCMO.com

Tecate, cerveza con carácter, wants consumers to place safety first and prevent alcohol abuse during festive celebrations as this year comes to a close. A.U.A.N.T.C, pronounced AH-GOO-AN-TE-CE, will launch a social responsibility program that calls on men to recognize the six pillars that make them reliable individuals and gives them a reason to make sound judgments: Amistad (Friendship), Union (Togetherness), Ayuda (Assistance), Nobleza (Nobility), Temple (Composure), and Carácter (Character). The program’s messages will air across the U.S. on Univision Radio stations beginning Dec. 27.

The shaky economy has resulted in a tightening of purse strings in households nationwide, and the Hispanic population is no exception. Mintel found that in the past year, the leisure preferences of young Hispanic adults have changed from activities that cost money to lower-cost alternatives to save cash.

The U.S. Census Bureau announced today that the 2010 Census showed the resident population of the United States on April 1, 2010, was 308,745,538.

Univision Communications Inc. and Grupo Televisa, S.A.B. announced the completion of Televisa’s previously-announced investment in Univision and the significant expansion and extension of the Program License Agreement (the “PLA”) between the two companies.

El Pollo Loco, Inc. announced it has narrowed its search for a new advertising agency to three Southern California contenders: Hollywood-based Goodness Mfg., Los Angeles-based McCann West/Casanova Pendrill, and Santa Monica-based RPA.

Secretary of Commerce Gary Locke, Acting Deputy Secretary Rebecca Blank and Census Bureau Director Robert Groves will release the first set of 2010 Census data at a news conference Tuesday, Dec. 21 at 11 a.m. EST at the National Press Club in Washington, D.C. The 2010 Census data to be released include the resident population for the nation and the states as well as the congressional apportionment totals for each state. The law requires the Census Bureau to report these results to the President by Dec. 31.