Agency

This is the fifth annual publication of the BrandZ Top 100 Most Valuable Global Brands.

Available on HispanicCMO.com

Although all of us have basic values and motivators that drive us, we manifest them differently as we move through the spring, summer, fall and winter of life. Selling to boomers and older consumers is different primarily because of this shift in values. Our need for identity, relationships, purpose, gaining knowledge and growth, rejuvenation and recreation are always with us, but as we grow older, we focus more on having meaningful experiences, rather than gaining material goods.

Available on HispanicCMO.com

For the past two months, our eyes have been glued to news of the Gulf Coast oil spill. And with each barrel that gushes into the Gulf, our anxiety and frustration rises exponentially. Much of our ire is aimed squarely at BP. With each day that passes, the oil company is buried deeper in a disaster that will surely be difficult to overcome. And according to Maribeth Kuzmeski, what makes the situation worse is how BP has chosen to connect with the media and the public during these critical days—resorting to misleading information, poor communication, and neglect in order to dodge responsibility for the spill.

Available on HispanicPRpro.com

Billions of dollars are spent on developing and launching new consumer packaged goods (CPG) products each year, and some companies see tremendous success while others – don’t. Why? One secret appears to lie in the degree of senior management involvement in the creative process, according to a first-of-its-kind study unveiled by The Nielsen Company at its Consumer 360 Conference, the global intersection of what consumers watch and buy.

Media Planning and Buying veteran Rosa Serrano has departed Houston based Lopez Negrete Communications.

As stated incorrectly by another trade journal, Ms. Serrano is not being replaced by Jim Irvine – Director of Media Strategies of Lopez Negrete Communications.

Ms. Serrano reported to Mr. Irvine.

Liz Sarachek Blacker will be departing Impremedia in the next couple of months after a 2-year stint at the leading Hispanic focus newspaper and digital company.

As customers take a more active role in the brand conversation engagement is fast becoming a critical strategy and metric for leading marketers. They see it as a way to cut through the clutter, add incremental revenue, and increase brand resilience. Still, many CMOs are at odds over how to formulate their engagement strategies correctly and how to measure their impact.

Available on HispanicCMO.com

In an effort to continue this important initiative, the Magic have announced a new partnership with two of the leading independent multicultural marketing agencies. The team has retained Circulation Expertí, Ltd and Act-é Marketing Solutions to serve collectively as its multicultural marketing agencies.

MAGNAGLOBAL, a division of IPG’s Mediabrands, has released an updated forecast for advertising around the world alongside a comprehensive model including data for more than 60 countries covering years between 2000 and 2015.

12-24 year olds are more connected, more tech savvy, and more likely to use personal devices such as smartphones, laptops and other gadgets for video viewing. They are also less likely to watch traditional television. But much of this is driven by economic necessity and lifestyle choices, and is likely to change as the younger becomes the older generation.

Does your agency focus its attention on tactics, rather than strategy?

Many people talk about the agency model being “broken,” and the primary reason is that most agencies are compensated by their clients based on tactics, not strategy. When you compensate your agency partners for the tactical side of the business (the media plans and the banners or websites they create) rather than the strategic side of the business, you get what you pay for.

AVAILABLE on HispanicCMO.com