Agency

This paper offers a unique perspective on the history of branding and specifically the importance of internal branding and delivering value at key moments of truth. Using a cowboy branding analogy from the American West, Randall Rozin, Global Director of Brand Management for Dow Corning Corporation, takes the reader through a historic journey of both branding of cattle and brand building at the employee and customer levels.

With Americans lining up for deals on Black Friday and surfing the web on Cyber Monday, the holiday shopping season is officially in full swing. Consumers today have access to more information and more ways to shop than ever before – including online, via cell phone or in physical stores. According to a new study by Harris Interactive, a global leader in market research, shoppers consult an average of four resources on their path to purchase. Most consumers begin their research online, but ultimately make their purchase in a brick-and-mortar store.

Latinobud.com, which was designed by Austin, Tex.-based LatinWorks, is divided into five sections – education, economic empowerment, health, leadership development and arts and culture – illustrating the breadth of Anheuser-Busch’s efforts in the Latino community. The sections profile a few of the organizations in each area the company supports nationwide.

Total measured advertising expenditures in the first nine months of 2008 declined by 1.7 percent as compared to the same period in 2007, according to data released today by TNS Media Intelligence, the leading provider of strategic advertising and marketing information. Ad spending during the third quarter of 2008 was off 2.0 percent versus last year, despite a positive stimulus from the Summer Olympics and political elections.

TRiG poll finds the general population and multicultural segments view the state of the economy differently. Despite that most Americans plan on staying home, enjoying home-cooked meals and home entertainment, given the troubles with the economy, the multicultural population has a more positive outlook.

José López-Varela, chairman of the Association of Hispanic Advertising Agencies (AHAA), recently tapped several of the organization’s members to lead an initiative designed to unify agencies, research companies and online publishers and deliver more precise Hispanic market online data. Members of the newly formed AHAA Online Measurement Task Force met for the first time in New York, NY in November to discuss the issues and next steps.

Alain Groenendaal, President and CEO of Winglatino announced the appointment of two account management hires.

The 14th Annual Top 10 PR Blunders List, compiled by San Francisco’s Fineman PR, features bailed out big shots, political snafus and a clueless Dept. of Veterans Affairs.