Agency

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.”

The U.S. advertising marketplace still may not be in a technical recession, but the spending confidence of U.S. advertising executives has been eroding for the past year, according to a twice-annual survey of some top marketers and media buyers. The study, the Media Economy Report conducted by Advertiser Perceptions Inc., found that the percentage of advertising budgets that are expected to increase over the next six months fell to 33% during the April/May period that its most recent survey was conducted, an eight percentage point drop from the Spring of 2007. The percentage of advertising budgets expected to decline during that period, increased five percentage points to 23%.

Product sampling successfully reaches 70 million consumers every quarter and secures considerable results in both brand awareness and loyalty, according to the Product Sampling Study by Arbitron Inc.