Agency

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.

Blue Ribbon rice, a brand of American Rice Inc., has partnered with Regional Mexican super stars Los Horoscopos de Durango for advertising and promotional efforts.

BrandZ Top 100 worth over $2 trillion, a 40 percent growth over five years, strong brands outperformed the stock market and proved resilient in recession.

In B2B, it is critical that you understand the importance of the industrial buy cycle: the steps buyers engage in when purchasing products and services. You will be able to shape stronger and more effective marketing strategies if you know how potential customers engage in this lengthy and methodical process to locate suppliers who meet their needs and make purchase decisions.
Although the buy cycle has been around for as long as products have been bought and sold, recent shifts in purchasing behavior mean that marketers must pay greater attention to aligning their marketing with their customers’ buying process.