Agency

For the past 20 years I’ve helped to create relevance for companies interested in targeting the booming Hispanic market, and I’ve lost countless nights of sleep over these nine words, “They are being reached by your general market media.” Not only have I lost sleep, but more importantly my clients and yours have frequently lost the opportunity to efficiently extend their budgets by spending incremental dollars where they would provide the greatest lift, i.e. targeting new consumers that are dramatically under-delivered by general market media.

So, to all of my colleagues working in Hispanic marketing that have been expressing outrage over the recent trend of non-Hispanic agencies pursuing, and in some cases winning, choice Hispanic assignments, forgive what I’m about to say. By Joe Castro / Zubi Advertising. Available at HispanicCMO.com

Antoinette Zel, President of La Comunidad announced the expansion of the agency’s strategic planning capabilities to include Media Services and Connections Planning. La Comunidad has appointed David Lawlor to head the new division under Executive Director of Global Strategy, Richard Monturo.

Simple according to industry insiders, the Media Brands’ Hispanic Center of Excellence insight agency managed Rick Marroquin named Identity has partner up with Universal McCann to handle US Hispanic work across the multiple Chrysler/Dodge/Jeep brands.

Add to this that, Identity works closely with media buying agency Initiative that handles work for Home Depot.

So in conclusion, Rick Marroquin is the common denominator on US Hispanic efforts.

The average American home now has 2.93 TV sets per household, up from 2.86 sets per home in 2009, the largest year-over-year increase since 2006 according to Nielsen’s latest Television Audience Report. This year the number of US homes with three or more TV sets increased to 55%, 28% have two sets and 17% have one set.

VPE Public Relations was recently named agency of record for Dos y Dos, a live-action television series recorded in Spanish and English for children ages two through seven. Dos y Dos is produced by the Latin American Multimedia Corporation (LAMC).Available at HispanicPRpro.com

The number of people 5 and older who spoke a language other than English at home has more than doubled in the last three decades and at a pace four times greater than the nation’s population growth, according to a new U.S. Census Bureau report analyzing data from the 2007 American Community Survey and over a time period from 1980 – 2007. In that time frame, the percentage of speakers of non-English languages grew by 140 percent while the nation’s overall population grew by 34 percent.

Businesses faceeight strategic imperatives that will play determining factors in their short- and long-term success following the economic crisis, according to a new report from PricewaterhouseCoopers LLP (PwC).

A debate has raged on whether or not digital is a branding medium. I for one think it’s a ridiculous debate. All bias aside on what the proper way to do brand advertising on the Internet is, how can a medium so rich, engaging and massive not be a perfect branding channel? And yet a majority of digital marketing activities focus on the lowest portion of the purchase funnel (direct response) because it is the most measurable, where branding efforts are much harder to define. I think the point marketers are missing is that it doesn’t have to be one or the other in digital. In fact, in digital media one marketing unit can address the entire funnel.

From consumer insights to trends in entertainment and pop culture, Moments to CultuRise serves as a destination to empower CEO’s, CMO’s and business leaders with relevant market knowledge. Featuring one to two minute cultural intelligence vignettes, the channel offers a weekly boost of timely knowledge for executives and marketers wanting to stay current with the fastest growing consumer segment in the U.S: Hispanics and multicultural audiences. The channel brings to life current stories, case studies and thought provoking matters of Multicultural America today that educate, inspire and even entertain the viewers with relevancy. Hosted by former Johnson & Johnson executive and known industry expert and speaker Liliana Gil, this channel will redefine the way you plan and shape business strategies today.