Agency

Competing fair and square is the American way. Right?

Now, anybody knows that in a game of Three-Card Monte your odds are not good at winning. So, you avoid the game and the loss.

Let me set the board up for the card game. Card One – the Client, Card Two – the US Hispanic Advertising agencies in the review and Card Three – A Mainstream Shop with mainstream ad responsibilities for the client, no bona fide or proven US Hispanic focused unit and a lust for the US Hispanic ad dollar responsibilities.

There are many different reasons someone may or may not purchase something. One reason may be the advertisements for a certain brand. Over one-third of Americans (35%) say that they have chosen not to purchase a certain brand because they find the ads distasteful and an additional 22% say they not done this, but have thought of doing so. More than two in five Americans (43%) say they have never done this.

The recently released TGI Survey confirms that in spite of ongoing economic stress in the Puerto Rico economy, island households continue to expand their personal computer ownership and Internet access in the home. PC ownership and Internet access are currently 34%, confirming that the historical gap between the two statistics has been eliminated with virtually all PC owning homes now having some means of Internet access.

Many marketers still ask the question: What is different about marketing to Hispanics, Asians, African Americans, etc.? Isn’t marketing just marketing? Available on HispanicCMO.com

As a result of the shifts in shopping behavior emerging from this recession, shoppers will take a more thoughtful approach to buying, leaning toward more pragmatic and practical purchases vs. rampant deal-seeking behaviors. Up-market Gen X and Gen Y shoppers will take the lead in the recovery. Gen X is in the middle of a high-spending life stage and Gen Y has a greater willingness to spend, especially on new technologies. Companies need to recognize that there will not be a wholesale return to a pre-recession shopping mode and will need to adapt to the changed behaviors and patterns to win in today’s changed marketplace. DOWNLOAD REPORT HERE.

Facing a bleak 2009, the top 500 advertisers sharpened their pencils and took bold steps to restructure advertising priorities and redistribute ad dollars to cash in on the powerful Hispanic market.

Casanova Pendrill was recognized last night at the 2010 Reggies National Awards with a Bronze Award in the Experiential Category ($1MM Budget or less) and a Bronze in Cause Marketing for their work on behalf of the UNICEF Tap Project.

The Advertising Research Foundation (The ARF) presented a 2010 Great Mind Awards Certificate of Recognition to Martin Cerda, acknowledging his company’s research expertise among the U.S. Hispanic population.

The Tomás Rivera Policy Institute released a study that examines the extent to which a potential shift to a green economy presents both challenges and opportunities for Latino and minority workers primarily within the City of Los Angeles. The report, entitled The Impact of “Going Green” on the Latino Community, examines the link between environmental conservation and “green” jobs, an emerging new sector of the U.S. economy that has the potential of providing new economic opportunities for Latino communities. DOWNLOAD REPORT HERE.

According to Advertising Age, the US Hispanic responsibilities for Home Depot have been shifted from New York based The Vidal Partnership to Dallas based Richard/Lerma. The Richards Group boasts that they have a little known specialized Hispanic division within the agency run by Pete Lerma.