Agency

Five “must know” brand guidelines you need to know for building your brand in today’s economy.

The rise of new technologies and increased channel fragmentation makes reaching consumer targets more challenging than ever. More and more consumer packaged goods manufacturers and retailers are finding that micro-targeting strategies—traditionally employed by specialized business—are unleashing new, deeper insights into their customer targets enabling them to grow brands in creative and profitable ways.

Safecount has partnered with JWT PR to perform the first online branding study measuring advertising effectiveness in the Puerto Rico market. This study initiative helped assess movement among key branding metrics including Brand Awareness and Sponsorship Association.

The current edition of LatinCast, we’ll be exploring the hot, trend setting consumer segment marketer call “urban youth”. To get the inside scoop of what makes this group tick, we went to Kevin Walker and Philip Moore, managing partner and creative director of Culture Lab, agency specializing in the Urban Youth segment. They believe, and have consistently proven, that as an agency you need to be in touch with and ahead of trends that shape the consumer marketplace. To hear podcast CLICK above.

General Mills discussed plans to drive continued sales and earnings growth over the next five years. General Mills outlined several strategies to fuel sales growth, including a focus on growing consumer segments such as baby boomers, Hispanics, millennial families, and the rising middle class in emerging markets around the world. DOWNLOAD PRESENTATION HERE.

In 2015 consumers will be more in control of a fragmented media marketplace than they are today and will compartmentalize their media consumption habits into segments that align with their attention spans, personal tastes, information needs and technological savvy. Media 2015: The Future of Media, which was commissioned by a powerhouse triumvirate of client, agency, and media companies: Unilever, Mindshare, and ESPN. DOWNLOAD REPORT HERE.

Internet Use in the United States: 2009 — Tables with national- and state-level data showing who is accessing the Internet, cross-tabulated by age, sex, race, Hispanic-origin, educational attainment and employment status. State data show Internet usage at home versus use at other locations. Also included is whether people are using broadband or dial-up for Internet access.

A review of the US Bureau of the Census data shows that the increase of the US Hispanic population is now highly driven by births rather than immigration contrary to past patterns. The following table contains data from the 2008 American Community Survey of the US Bureu of the Census. It documents the nativity of US Hispanics by sex and age. Available at HispanicCMO.com

The main unit of currency for online advertising is data. Players in today’s shifting ad landscape increasingly recognize that audience data fuels online advertising more than ad impressions alone, particular contexts or sites where the audience is found—or even various types of ad targeting that depend on the data.

But for marketers to make the most of that data requires an audience that understands the trade-off between better-targeted advertising and access to the ad-supported online content they have come to expect.