Jorge Cantú was one of the pioneer creatives of our industry. He worked in Hispanic marketing for almost 30 years (at Mendoza Dillon, Lopez Negrete, and many other agencies as a freelancer), and developed hundreds of ads. His work for Ford always beat the norms, both Hispanic and GM. Rest in peace.
Agency
Brand Differentiation – It’s an Inside Job.
Business innovation never ceases to amaze me! Every day I see ads that blow me away when it comes to new ideas and state-of-the-art features and benefits of existing products. The problem, however, with differentiating your brand through product features and benefits is that those are easily copied by competitors. Once it catches on, “poof!” — no longer a differentiator. DOWNLOAD REPORT HERE.
Cents and Sensibility: Why Marketing to Multicultural Consumers requires a subtle Touch.
In an era of globalization and fluid national borders, advertising that appeals to cultural and ethnic identity has become a vital part of the corporate marketing arsenal. But new research co-developed by Wharton shows how ethnic-oriented marketing can backfire and even turn multicultural consumers against a product or service, as three marketing professors explain in a paper titled, “Bicultural Identity and the Dark Side of Targeting.”
Marketing on The Inside.
Most companies spend a lot of time and money trying to market and communicate effectively to external stakeholders. Product marketing professionals strive to get the product-to-market positioning just right. Branding and advertising people strive to make the message relevant and spreadable. And PR people strive to polish and perfect the official company record. Simplicity and clarity are common aspirations throughout.
Yet if it’s so important to market and communicate effectively to the outside, why do companies so often neglect and disrespect the inside?
Concept Café Advertising uses wits to outsmart Goliath.
When you’re a small ad agency competing against big dollars, you have to be creative. Better yet, you have to be really clever. It’s like David against Goliath.
Would you like your agency grilled, baked or procured?
Webster Dictionary’s definition of procurement is “the act of obtaining military supplies by a government.” So it seems that over the past few years, clients have become governments and we are military supplies. If I have to be a military supply, I want to be an F-16 jet fighter. I would be very expensive, very powerful and very attractive to any government. So maybe we should change our name to F-16. Hell, if agencies like Mother and Naked can make it big, imagine the look in the procurement department’s eye’s when they are scrolling through a long list of potential “military supplies” and see they can buy an F-16. It’s a new business no brainer.
By Joe Zubizarreta / Zubi Advertising. To read El Blog CLICK above.
Unleashing on LatAM & Caribbean Agencies.
Gonzalo Alonso who is the VP of Operations with Globant and was General Manager for Spanish-Speaking Latin America at Google. On his blog he rants about the way ad agencies do business and how clients are not receiving the ROI they are seeking.
de Armas to depart from DIRECTV
John A. de Armas announced that he will be leaving his post of VP of WorldDirect for DIRECTV, Inc. In this role at DIRECTV, de Armas was responsible for the management of US Hispanic and the foreign-language services available on DIRECTV including programming acquisition to marketing.
2010 Prospects for Media, Marketing Services and Digital Media Mergers & Acquisitions.
Expectations for M&A activity and key trends affecting media, marketing services and information businesses. DOWNLOAD REPORT HERE.
Degree Men kicks off Futbol Fiesta Celebrations.
Degree Men, official partner and antiperspirant/deodorant of the Mexican National Team, kicks off its 2010 partnership with a thrilling street-level Futbolote Challenge at Futbol Fiesta.
Advertisers acknowledge Hispanics’ impact on U.S. Culture.
The 2010 U.S. Census is expected to find that Hispanics number more than 50 million in this country, and they command $1 trillion in buying power. Yet 50% of U.S. advertisers, who acknowledge the cultural impact of Latinos, do not include Hispanics in their marketing efforts. The field is wide open for companies that recognize the incredible power of Hispanics as a driver of their businesses.
Brands Perceptions in 2009 vs. 2005: Among U.S. Hispanics.
A study conducted pro bono by Encuesta, Inc. in November 2009 compared how U.S. Hispanics and non-Hispanics perceived brands available in the U.S. marketplace, specifically which brand they thought as “best overall,” “most trustworthy,” “cares most about the community,” and “best in advertising or promotions”. The current findings are compared with the findings from a similar study conducted in February 2005 by Encuesta, Inc.
