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.
Agency
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.
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.
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.
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.
Multiculturalism and Integration: The Interplay of Society and Individuals.
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
The Recession Handbook: Brand Lessons From the Great Recession of 2009.
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.
Spanglish Only.
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 sharpens offerings with Digital & Shopper Marketing Practices.
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.
