MAGNA, a division of IPG’s Mediabrands, released an updated US Media Advertising Revenue Forecast.
Agency
NBA launches ‘Pobre Garganta’ campaign.
On April 14, the NBA will make history with the debut of the “Pobre Garganta” campaign, which is the NBA’s first major Hispanic targeted campaign under the “éne*bé*a. este es tu juego” brand communications platform.
Major changes in our Industry Leo, Mauricio & Paco.
Leo Olper has left his post at Chicago based Lapiz, Mauricio Galvan has left his post as VP Creative Director at New York based The Vidal Partnership, both join Havas Worldwide to help solidify their US Hispanic practice with remnants of the Euro RSCG US Hispanic division. Paco Olavarrieta who worked as an independent Creative Guru and former Vidal Partnership Chief Creative Director has returned to The Vidal Partnership As ‘Acting’ Chief Creative Office.
Got that?
Off Air and Pay TV distinct viewing habits in Puerto Rico.
It’s well known that homes equipped with subscription cable TV and Satellite services (“Pay TV”) have a greater number of viewing choices including local channels, imported TV channels from outside Puerto Rico, special video services such as on-demand movies, special events and digital recorders that allow viewers to record and then playback programs at a later time. With so many viewing choices, it is not surprising to learn that Pay TV homes and homes with only off-air TV reception are statistically different in terms of their level of TV viewing and TV channel/program viewing behaviors.
Marketing Executives expect deeper diligence from Marketing Services Agencies.
Gerson Lehrman Group released a report authored by a member of its expert network that uncovers a significant gap between the expectations of marketing professionals and the actual performance of the marketing agencies they hire. The report, Closing the CMO / Agency Gap: How Agencies Can Win Business and Build Stronger Client Relationships, is based on a survey of more than 80 senior marketing executives from a range of industries who are members of Gerson Lehrman Group’s expert network. The survey examines the knowledge that marketing professionals expect from their agencies during both the pitch process and after agencies are hired. AVAILABLE on HispanicCMO.com.
What B2B and B2C marketers can learn from each other.
Business-to-consumer and business-to-business marketers seem to exist in separate universes, each with its own sales process, marketing tactics and even marketing software, publications and events.
But are they really that different? While selling to consumers differs in some key ways from selling to businesses, the differences are declining.
CPG Marketers Ramp Up Direct Sales
Triad Digital Media represents a unique but growing niche known as retail online media. The company creates custom and targeted content for e-commerce sites and marketers that attract consumers to digital storefronts. The goal is to deliver online and offline sales. CEO Greg Murtagh spoke with eMarketer about consumer packaged goods marketers segueing into online direct sales and the key issues involved in that transition. By Greg Murtagh – CEO / Triad Digital Media. Available on HispanicCMO.com
What if a network undercuts an agency?
I need the opinion of my Hispanic advertising colleagues.
What would you think of a TV Network going directly to a client of yours – without letting you, the agency, know – to present to them a program that you had already presented to your client? And presenting it as a less expensive option because the client can get it net from the network? Of course trying to mess up the client-agency relationship comes as a derivative of this action.
By: Enrique R. Turegano.
