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.
Agency
Rosa Serrano departs Lopez Negrete Communications.
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.
Sarachek to depart Impremedia.
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.
The New Rules of Engagement: CMOs Rethink Their Marketing Mix.
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
Orlando Magic selects Act-é Marketing Solutions.
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 Ad Forecast: gradual economic recovery leads to stronger growth expectations.
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.
How Teens Watch: The Future (of Media) is in Their Hands.
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.
Strategy Vs. Tactics: An Issue of Compensation.
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
HPRA New York Launch Event
Last night the Hispanic PR and Social Media community descended on Times Square for the inaugural event of the New York chapter of the Hispanic Public Relations Association. Over empanadas and sangria, PR executives networked and bonded with one another. It was the first time so many Hispanic PR professionals from the Tri-State area gathered in one room and toasted one another… but it won’t be the last.
AVAILABLE on HispanicPRpro.com
Over a cafecito we pondered the theory of ‘The Illusion of Inclusion’.
Yesterday was one of those days when you had to pull out your notebook and jot down some interesting thoughts from a conversation. Having coffee with Liliana Gil – Cultural Intelligence | Managing Partner in Tribeca in New York City, she enlightened me with the concept of ‘The Illusion of Inclusion’.
The illusion of Inclusion is based on the concepts that companies are involved in Hispanic or Multicultural marketing the right way or not.
By Gene Bryan / HisanicAd.com. To read more CLICK above.
Consumer behavior expected to spur new business models in entertainment and media market.
With economic conditions remaining uncertain and advertising showing a modest return to stability, consumer behavior is expected to be the catalyst of entertainment and media (E&M) industry change over the next five years, according to PricewaterhouseCoopers’ Global Entertainment and Media Outlook: 2010-2014 (Outlook).
Euro RSCG uncovers Historic Shift among Consumers.
Euro RSCG Worldwide is showing a historic shift in consumer values and behaviors, as people begin to rethink what is important and how they want to live. Analyzing the findings of its survey of 5,700 adults in seven markets (Brazil, China, France, Japan, Netherlands, United Kingdom, United States), the company reveals how changes in consumer consciousness are driving people away from the hyperconsumerism of recent decades and toward a more mindful approach to living and consuming.
