Agency

As Latinas adjust to the U.S., they tend to feel more at home and are more comfortable with the changes they’re experiencing. Seventy-three percent (73%) of Latinas surveyed in the 2010 Latina Shopper Study, conducted by Redbean Society and New American Dimensions, indicated that they feel at home in the U.S. As would be expected, this feeling increases significantly with acculturation, reaching 83% among acculturated Latinas. Only 40% of all Latinas, and 26% of the acculturated, fear that their children will lose their Latino identity and become too American, pointing to the strength of Latino culture in the U.S. today and the bi-cultural nature of this population.

Available at HispanicCMO.com

According to the Wall Street Journal, Kirshenbaum Bond Senecal + Partners has hired Sandra Alfaro to lead its newly created multicultural division, dubbed Ramona, which was formed several months ago after its parent company, MDC Partners, folded a multicultural agency into Kirshenbaum.

Branded content initiatives are considered by marketers to be more effective than any other leading form of advertising and marketing, according to the 2010 study conducted by the Custom Content Council in partnership with ContentWise. The number one reason for using branded content is customer education and retention, and marketers see their investment fueling longer-term returns.

Available at HispanicCMO.com

According to BDO USA, LLP, 63 percent of chief marketing officers (CMOs) at leading U.S. retailers say their 2010 holiday advertising and marketing budgets have remained flat, a continued trend from 2009 (55%) and 2008 (43%). Only 20 percent of CMOs cite a decrease in their holiday marketing and advertising budget, signaling some flexibility compared to 2009 (26%) and 2008 (32%). Seventeen percent of CMOs cite an increase, only slightly less than 2009 (19%).

Available at HispanicCMO.com

The Census Bureau will hold a webinar prior to the Dec. 6 release of the 2010 Demographic Analysis estimates of the national population by age, sex and race. The webinar will help explain the methodology behind demographic analysis, why it is conducted and how it relates to 2010 Census numbers and other U.S. population figures being released by the Census Bureau. Although not 2010 Census counts, these estimates provide one way of measuring the size of the U.S. population and will be used to analyze 2010 Census results.

The overall growth of the online population in the US is stagnating, and most future growth will come from increases in minority audiences including Hispanics, blacks, seniors and children.

Available at

HispanicCMO.com

HispanicPRpro.com

HispanicAccountPlanner.com

A new study by the Chief Marketing Officer (CMO) Council reveals significant blind spots in the go-to-market process as marketers focus on strategy, creative development and campaign execution to the detriment of effective demand chain provisioning.

Available at HispanicCMO.com

U.S. households are expected to spend an average of $384 on Christmas gifts this holiday season, slightly less than last year’s estimate of $390, The Conference Board reports. DOWNLOAD REPORT HERE.

My wife is an AP US History teacher. She’s been doing it for 10 years. But just quit, disheartened by the homogenized Eurocentric textbooks she’s forced to teach from. The story the textbooks tell, she explained, is a white story. African Americans, Hispanics and Asians are relegated to separate chapters or sections within the book (literally), and not as part of the main narrative. And this, she feels, essentially ghettoizes these groups and forbids them a place in the identity of the nation.

By Ken Muench / Draft FCB

Available at HispanicCMO.com

Kohl’s Department Stores and Music Entertainment Sports Holdings (MESH), a division of LF USA, announced its plans to launch two multi-department contemporary lifestyle brands with globally-recognized entertainers Jennifer Lopez and Marc Anthony, the first celebrity couple to simultaneously design collections for one retailer.

Porter Novelli unveiled a new brand identity system in offices worldwide, including a new logo and color scheme, retiring the former identity system that has been the hallmark of the global agency for more than two decades.

Available at HispanicPRpro.com