Agency

Last week, I attended the Forrester Marketing Forum. One particular discussion, led by Forrester analyst Sean Corcoran, got me thinking a lot about the future of Hispanic marketing.

Corcoran’s session, “The Role of Agencies in the Adaptive Era,” centered on the future of agency relationships, particularly digital agencies, in a world where people consume multiple media, trust one another more than they do marketers, connect through social media and let consumers determine what is relevant. By Jose Villa – Sensis

Available at HispanicCMO.com

Luis Miguel Messianu, President & CCO of Alma DDB, was recently honored with one of the highest recognitions of the Latin American advertising industry, the FIAP Hall of Fame.

The Arizona immigration law has caused quite a reaction all around the nation. From peaceful protests, to closed door political meetings and even students withdrawing from Arizona universities, its implications and overall impact on America are clearly visible. However, as we always do with Moments to CultuRise, what does this law imply for overall Marketing and business? This video log explores some of the facts and figures behind the Hispanic market in Arizona and also dives into potential opportunities for companies to demonstrate commitment, respect and drive differentiation through inclusion in these times of modern segregation. I also recommend you read Major Michael Bloombergs recent article published on the NY Daily News How Arizona Law will hurt America for an overall economic perspective on this law.

By Liliana Gil, Cultural Intelligence| Managing Partner (AG-XL Alliance)

In a year that is again seeing major shifts in the Upfront season, perhaps the most innovative and exciting change is happening in San Antonio. On Thursday, June 17th, SAVisión, the Hispanic marketing arm of the American Marketing Association, will host the second Texas Hispanic Upfront.

We have found that consumer decisions among Latinos are more likely to be influenced by the spouse, children, or other family members than among non-Hispanic whites. In particular, Hispanics who prefer Spanish appear to be more likely to say that these “significant others” are important in influencing the products they buy.

Perhaps one of the most active accounts in 2009 and 2010 has been the U.S. Census 2010. As CEO of the independent, Hispanic-owned agency d expósito and Partners, LLC, Daisy Expósito-Ulla has once again played a protagonistic role in helping gain the confidence of millions of Latinos to complete and return the Census form. Nearing its fifth anniversary, the young shop with a respectable client roster took upon itself the task of placing the most extensive and complex Hispanic media buy covering over 65 local media markets, a monumental strategy designed by media guru, Gloria Constanza, partner and media leader at d expósito & Partners.

In this interview, Expósito-Ulla talks about the successful experience of partnering with global agency DraftFCB as head of the Census 2010 effort, as well as collaborating with GlobalHue and other ethnic agencies on many aspects of the Census 2010 mission.

Available at HispanicCMO.com

The U.S. Hispanic community continues to swell and the message is loud and clear to marketers, “one-size-fits-all marketing won’t work.” According to an analysis of the BIGresearch Simultaneous Media Usage Survey, there are some key similarities and differences every marketer should know about Hispanic groups in America including those households that speak English a majority of the time and those who don’t, as well as Hispanics who were born in the U.S. and those who were not.

If by now you still have not returned your Census 2010 form, chances are this message was meant for you: “Open your doors to the Census and the Census will open doors for you”. This message was crafted by d expósito & Partners, one of several agencies working with DraftFCB , and it was leveraged in English, Spanish and other languages due to its power to motivate cooperation with Census enumerators going door-to-door to complete the decennial count.