Agency

Marketers in the $4 trillion global communications industry are facing unprecedented challenges in building loyalty and retaining customers as cut-throat competition and new service models undercut pricing, prey on lucrative customers and disrupt established markets.

While Hispanic New Yorkers who have left New York City to settle across the state have increased their education and earnings, large gaps persist or have widened compared to non-Hispanic whites, according to a new report by the University at Albany-based New York Latino Research and Resources Network (NYLARNet).

Advertising, almost by definition is cultural. Advertising influences our culture. The culture influences advertising. Now, in a country with so many different cultures producing advertising that is meaningful to these diverse cultures is a challenge. While it is true that in some cases a single message may do well across cultures, many times the message would be more effective if it is customized to the target culture.

Despite mixed economic signals and other tough issues facing the country, most Americans are optimistic. According to the second survey issued on behalf of the Pepsi Optimism Project (POP), Americans are more optimistic now than in 2008 .

As reported by HispanicAd.com in April 2009, República was chosen by Aetna to conduct a pilot Hispanic effort in the South Florida market. The integrated marketing plan will focus on potential customers for individual health insurance plans and will include advertising, media planning and buying, direct mail, events and public relations.

Veronis Suhler Stevenson (VSS) announced the publication of its newest Communications Industry Forecast (CIF) covering the years 2003-2013. VSS predicts that total communications spending will decline 1% in 2009 to $882.6 billion, but grow 3.6% per year over the next five years to over $1 trillion making communications the third fastest-growing sector of the U.S. economy over that period.

Starcom MediaVest Group (SMG), in collaboration with Telemundo Communications Group has announced the Beyond Demographics Latino Identity study aimed at providing advertisers with a deeper understanding of Latino consumers in the U.S.