Agency

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.

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.