Agency

The heart of what’s wrong with our industry can be found beating at our industry conferences. This is where we stand on stages; beat our chests as self-anointed media pioneers celebrating our own kind, while missing the entire big picture.

The damage is structural — not in the location or timing of these formal acronymic gatherings, but rather within the structure of the pecking order of whose needs need to be met first, the consumer or the advertiser. In the purest form of the relationship between content, consumers and advertisers, the consumer must sit atop the pedestal — and that’s where these conferences turn its attendees into human mannequins, placed neatly in chairs below the raised stages where the advertiser sits.

In the fall of 1621, the religious separatist Pilgrims held a three-day feast to celebrate a bountiful harvest, an event many regard as the nation’s first Thanksgiving. It eventually became a national holiday in 1863 when President Abraham Lincoln proclaimed the last Thursday of November as a national day of thanksgiving. Later, President Franklin Roosevelt clarified that Thanksgiving should always be celebrated on the fourth Thursday of the month to encourage earlier holiday shopping, never on the occasional fifth Thursday.

d expósito & Partners announces that Nicole Macias has joined the agency as Account Supervisor. Nicole will be working on the AMP Energy account, a Pepsico assignment awarded after an Hispanic agency review. In this capacity, Nicole will help manage agency duties, including creative, experiential and digital.

In this session we will take a close look at the make up of the Hispanic household in America, how it differs from the general market and how it has changed over time. We will seek to understand how key variables that are commonly used to measure acculturation, language use, time in country, birthplace, etc. actually impact purchasing behavior.

Wednesday, November 5, 2008
12:00 PM ET
Price: Free

When marketers create campaigns targeted to a particular group of consumers, it is essential to understand the reference group(s) one uses for their consumer purchases. In the case of the Hispanic market, ascertaining the reference group used for various products can be difficult for “U.S. Hispanics who maintain cultural ties, but also live within the context of the U.S. mainstream culture”.

When making a purchasing decision, a person’s cultural identity decides the outcome of the choice. A person can have multiple cultural identities, depending on the connections they have with people. Cultural identity is attained through reference groups and individuals whom they relate with, having certain traits in common.

Dieste is evolving its image with a consumer-infused positioning that inspires a new approach to brand communications, a creative and inspiring logo and an internal talent restructuring. The agency also is adopting Dieste Inc. as its name.

The review for MillerCoors to consolidate its media roster has been called.

The entire MillerCoors account is about $400 million. All so-called legacy agencies which include Publicis Groupe’s Starcom and Tapestry along with Coors’ media agencies Interpublic Group of Cos.’ Initiative, DraftFCB, Bromley and Kinetic have been invited to the pitch.

akult U.S.A. Inc. announces the launch of a new TV advertising campaign for its signature probiotic product Yakult and introduces its new tagline “Change begins small.”