Agency

There is precedent for the current interest in multiculturalism. John Berry[i] presents a heuristic paradigm in which he considers the degree to which individuals value keeping their original cultural orientation, and the degree to which they find it valuable to maintain a relationship with the second culture. Those individuals who wish to preserve their culture and also relate to the second culture “integrate.” Those who do not value preserving their original culture and value the relationship with the second culture “assimilate.” Those who value their culture and do not care for the second culture tend to “separate.” And, finally, those who do not value either culture become “marginalized.” By Dr. Felipe Korzenny

Over the past year, our AnxietyIndex.com site has tracked nearly 400 brand responses to consumers’ recession-related anxiety in 27 markets. At the same time, our seven-year-old proprietary AnxietyIndex has quantitatively measured the levels and drivers of consumer anxiety in 13 markets. DOWNLOAD REPORT HERE.

A handful of thoughts on the future of Spanish in the United States and the role advertising plays in preserving it.

The news headline was conclusive and straightforward: “There are more Spanish-speakers in the United States than in Spain.” Wow! And the truth is, I had never really stopped to analyze the fact that it may well be the United States who will be deciding the future of the Spanish language. Just shy of 55 million, the Unites States is the second country in the world with the most Spanish-speakers, and by the year 2050 it may possibly become number one, ahead of even Mexico.

Lápiz announces the addition of Digital and Shopper Marketing practices to its already thriving advertising services. With the addition of new agency resources, including retail and digital subject matter experts, methodologies and processes, Lápiz can now expand its multiple touch points with U.S. Hispanic consumers to help brands achieve their goals.

Lopez Negrete Communications, Inc. launched a CRM/DM business unit and hired Kathleen Jones as the new Director of Customer Relationship Management and Direct Marketing Initiatives.

The overwhelming majority of Americans (92%) use multiple platforms to get their daily news, according to a new survey conducted jointly by the Pew Research Center’s Internet & American Life Project and Project for Excellence in Journalism.

Marketing communications and advertising must change to consider that the convergence of cross cultural values around the world is impacting the way people think, connect, communicate and behave. Thus, in place of traditional demographic segmentation criteria, I propose that in order to craft meaningful, engaging creative strategies and ideas that are relevant to this new human reality we must begin to study the consumer market on the basis of their level of cross cultural engagement and its effects on preferences, life choices and shopping behavior. By definition, culturally-specialized strategic companies and agencies are better suited to address this transformation than are global generalist shops because we are more deeply attuned to cultural insights and their influence on consumption behavior. Properly harnessed, we can transform the ad industry in the U.S. and potentially, in the rest of the world. ByJackie Bird – CEO – Redbean Society. Available on HispanicCMO.com

Looking at my 2010 t&e budget and the special events and/or conferences we will be attending in 2010 that were approved by our CFO, once again we have decided to post them ……

By Gene Bryan – CEO of HispanicAd.com