Agency

Based on factual occurrences over the last couple of years, where mainstream agencies have earned the right to handle Hispanic responsibilities laced with the recent losses of key accounts like Home Depot, Publix Supermarkets and Burger King to mainstream agencies or hybrids with internal multicultural executives, we have been measured and we have fallen short.

Don’t kill the messenger, understand that we have a problem.

By Gene Bryan – CEO / HispanicAd.com

Top players in our Industry check-in to add their comments.

One day you’re the brightest star in the galaxy. Then something new comes along — and suddenly you’re a relic. It’s a turn of fate that awaits sports heroes, movie stars, political leaders. And, yes, even household appliances.

The New York Times recently ran an article about how certain companies, like Burger King, have begun consolidating their agencies (essentially eliminating their multicultural agencies). The author, Stuart Elliott, notes that this move is “indicative of a trend that has accelerated as younger consumers, who are often less likely to use traditional labels of race and ethnicity, have become more of a force in the consumer marketplace.” By Miguel Gomez Winebrenner

According to a recent study by Epsilon, a quarter of consumers surveyed were unsure of what communications services provider they were going to select for mobile phone, internet, local/long distance calling, cable TV and satellite TV. Consumers who know which provider they will choose are much less sensitive to price – highlighting the value of loyalty to a brand. Findings from the study describe opportunities for communications services marketers to engage undecided consumers and improve existing relationships while building loyalty. DOWNLOAD REPORT HERE.

A year ago HR Block assigned their Hispanic responsibilities to Coral Gables based Alma DDB. Those responsibilities are now the responsibility to Coconut Grove based MARCA, according to industry insiders.

What a difference a year makes.

In honor of Mexico’s Bicentennial, Avocados from Mexico, in partnership with the Los Angeles Mexican Consulate, are planning a historic photograph featuring 200 Mexicans and Mexican-Americans who share Mexico’s anniversary. Individuals of Mexican descent in the Los Angeles area who were born on September 16 are invited to participate in the 200 Faces, 200 Years photograph.

Yakult U.S.A. Inc. unveils its new “Love Your Insides.” campaign for its signature probiotic drink, Yakult, which sells in major retailers primarily on the West Coast. It will kick off this week in 29 major designated marketing areas with a TV spot called “True Love” and will air in both English and Spanish.

Based on factual occurrences over the last couple of years, where mainstream agencies have earned the right to handle Hispanic responsibilities laced with the recent losses of key accounts like Home Depot, Publix Supermarkets and Burger King to mainstream agencies or hybrids with internal multicultural executives, we have been measured and we have fallen short.

Don’t kill the messenger, understand that we have a problem.

To read more CLICK above on El Blog.

Social media has increased its importance around the world, and while social network advertising continues to grow quickly in the US, spending in other markets is set to rise even faster. But brand marketers still don’t feel social media is the most effective way to reach their international audiences.

According to the New York Times, Burger King has consolidated their marketing duties at Crispin Porter & Bogusky, Hispanic and African American responsibilities are also switch over from Austin based LatinWorks and New York based Uniworld respectively.

The findings of the Univision-AP Poll relating to Hispanics Living in Two Worlds show that foreign-born Hispanics have more idealized views of life in America than U.S.-born Hispanics.

L.A. based Arenas Entertainment announced that Sergio Gonzalez has joined the company as VP of Publicity and Promotions. In his new position, Gonzalez will be responsible for the development and execution of marketing campaigns across all platforms for Arenas’ clients.