Agency

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.

Grupo Prisa and Liberty Acquisition Holdings Corp. announced a combination of the two companies and a rights issue reserved for current Prisa shareholders by Grupo Prisa, resulting in a cash infusion of up to $900 million in Prisa.

Lexus presents the Lexus Listening Lounge, an invitation only event where Lexus celebrates the creative and entrepreneurial spirit of South Florida’s vibrant Hispanic community. This one-night affair, will take place at the Awarehouse, located in Miami’s design district. As part of the event, Lexus will honor the Immigrant Archive Project (IAP) with “El Premio En Busca de la Perfección” (The Pursuit of Perfection Award) for the organization’s commitment to documenting and preserving those stories of character, conviction, and success that embody the collective legacy of the US Hispanic community.

A new study has discovered that a key market demographic — teenage girls — is still driving profit, despite the grinding recession, in ways that almost no one had imagined. Euro RSCG Worldwide PR released its much-anticipated white paper “The Teenage Girl as Consumer and Communicator,” which reveals that the teenage girl contradicts almost all cultural stereotypes related to spending and communication.

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?

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.

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.”

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.

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.

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.