Marketing
Beyond the Rainbow: Sustaining Authentic LGBTQ+ Engagement All Year Round
Every June, brands globally roll out the rainbow flags and proudly declare their support for the LGBTQ+ community during Pride Month. But as soon as the calendar flips to July, this enthusiasm often evaporates, leaving LGBTQ+ consumers feeling abandoned and exploited. This temporary engagement has led to growing resentment among queer consumers, who view these brands as mere Pride profiteers, exploiting the celebration to boost sales rather than offering genuine support.
HISPANICS INCREASE PRESENCE AT THE CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITY
Latinos gained greater representation than ever at this year's Cannes Lion International Festivity of Creativity. In a major breakthrough, the number of Latino Jury presidents accounted for 20% of all jury Presidents, leaping from 0 to 6 out of 29 juries from the previous year.
Resource List of Certified Diverse Suppliers for Marketing/Advertising
Curated Certified Diverse Suppliers list, initially published in July 2020, is being updated regularly. The June 2024 edition has 9 additional suppliers for a total of 525 companies. The list is also available in a spreadsheet which allows users to sort as needed.
Creators Move Down Funnel to Performance Marketing
When creator marketing started growing over the last decade along with the shift from influencer celebrities to micro-influencers, the focus of most creator campaigns was branding.
Intersectionality in Marketing
From "diversity" to "inclusivity," no other term has been arguably misappropriated, misused, and co-opted in the business world than the concept of intersectionality, coined by renowned Black feminist legal scholar Dr. Kimberlé Crenshaw in 1989. Whenever I have worked alongside clients and marketing colleagues as a consultant, it was common to hear the term "intersectional" used to describe an array of things: Brands, marketers, research participants, or approaches to strategy.
THE END OF AN ERA : Eduardo Caballero passes – se te extraña
Eduardo Caballero The Godfather of Hispanic Marketing & Radio in our Industry passed in 2023. For those that work with Eduardo Caballero and those that knew Eduardo will be eternally impacted by the man, the professional, the pioneer and the Industry Advocate.
With NewFronts Upon Us, All Marketers Should Want What Marc Pritchard Wants
Many of you might remember the bad old days of 20 to 25 years ago, when interactive media made up around 2 to 3 percent of all advertising dollars spent across the media spectrum. Can you imagine such a huge spending event as NewFronts at that time? We didn't even call our media segment "interactive" then, maybe because most buyers didn't yet understand that the "pull" was more valuable than the "push." Search changed all of that soon enough, upending direct marketing. And then it wasn't long before everyone started talking about big data becoming the new gold rush.
Why we practice radical candor in providing pitch feedback
One of the great frustrations for agencies for agencies, beyond coming second is the lack of constructive feedback during and at the end of the pitch process. In my agency experience working on new business pitches, the quality of feedback was poor at best and non-existent at worst. Something that still occurs today, with the industry filled with memes on the internet of poor feedback, such as “It was so close, you came a close second”.
Soccer’s Next Frontier: Latinas
With the ninth edition of the FIFA Women’s World Cup taking place this summer in Australia and New Zealand, women and sports will once again be in the global spotlight. By Natalie Boden - CEO and Founder, BODEN
Arguments for and against linguistic purity and its implications for marketing to Hispanics in the US.
Second to Mexico, the US has the second largest population of Spanish speakers (Tompson, 2021). Due to this extensive mix of cultures, there is a unique melding of languages. This has created many arguments for and against keeping the Spanish language in its separate and pure form, however, using an informal naturally evolved form of the Spanish language can benefit marketers by providing emotional appeals to reach a wider audience and bridge the cultural gap. By Stephanie Snopek - Center for Hispanic Marketing Communication, School of Communication at Florida State University
Cultivate Meaningful Growth – Empowering Your Business with Culture Marketing Strategies for Upwardly Mobile Hispanic Consumers
By Gaby Alcantara Diaz - Semilla According to Ipsos' findings on Hispanic wealth in America, Hispanics are gaining substantial wealth. Currently, one in five Hispanic adults is considered affluent, with a similar ratio observed among affluent individuals from the Gen Z population. This is in comparison to one in fifteen affluent boomers/seniors. Despite many of these households being raised in middle-class backgrounds, nearly one in four grew up in poverty. Nevertheless, they have achieved upward mobility, with their household spending surpassing their non-Hispanic white counterparts by 16% annually. In total, Hispanic households possess a staggering $12.8 trillion in net worth.
What Do CFOs Want from CMOs?
There's a growing urgency for marketing leaders to learn how to speak the language of finance
Third Generation Latinx Brands and CPG: A New Era of Hispanic Marketing
The Latino community in the United States is changing rapidly, and this shift is reflected in the evolution of Latinx brands. The first generation of Latinx brands emerged in the 1980s, coinciding with the first large Hispanic immigration boom in the country. Many of these brands sold products from Latin America and marketed to Hispanic immigrants in their native language. Goya, established in New York City in the 1930s by a Spanish immigrant, is an example of a first-generation Latinx brand.
The Marketing Community’s Support of Diverse Suppliers [REPORT]
This research is based on a survey of the ANA database of certified diverse suppliers serving the marketing/advertising industry. We wanted to hear from these diverse suppliers to learn: how interest from the marketing/advertising community in supporting diverse suppliers changed in the past year; how investment from the marketing/advertising community changed in the past year; top challenges for diverse suppliers.
Ramping Up College Recruitment Efforts – How L’Oréal and other brands bolster their efforts to recruit new talent from universities and colleges
As director of university relations and partnerships at the cosmetics giant and ANA member L'Oréal, Brittany Ramsey is responsible for identifying and attracting the marketing talent the company needs to thrive in the future. But in the past few years, the skills and education of the students L'Oréal wants to recruit has changed significantly.
The Hispanic Growth Engine Post Pandemic
A key responsibility of marketers is to identify growth opportunities. It would be easy to overlook the strength of the U.S. Hispanic market if you were not aware of their impressive economic performance before and during the pandemic. The Latino Donor Collaborative published their latest annual report that paints a powerful picture of resilience. It confirms the dominance of Latinos in the growth of the new mainstream economy. By Roberto Orci
When It Comes To Advertising, Multicultural Representation Is Not Enough
As we close another Super Bowl cycle, I've been approached by some media outlets asking my opinion about the lack of representation of multicultural consumers, mainly Hispanics, in this year's roster of brands that invested in the big game. By Isaac Mizrahi - CEO of ALMA Agency
Is your Brand one of 2022’s Most Culturally Inclusive Hispanic Brands?
The Cultural Inclusion Accelerator™ in partnership with ANA AIMM celebrated the Most Culturally Inclusive Brands of 2022 after a massive of study of 716 ads from America’s 100 leading brands gathering 250,000 evaluations across 104K respondents of Asian, Black, Hispanic, LGBTQ+, People with Disabilities, and White Non-Hispanics.
AIMM reveals America’s Most Culturally Inclusive Brands Awards
New Cultural Inclusion Accelerator's CIIM™ data, in partnership with ANA's AIMM, reveals top overall brands perceived as most culturally inclusive among Multicultural & Inclusive consumers, as well as top brands perceived by Asian, Black, Hispanic, LGBTQ, and People with Disabilities segments.
Marta Gerdes passes ……
Marta Gerdes recently passed, a veteran Hispanic & Multicultural marketing executive. Ms. Gerdes was a well known and beloved executive with ties to many in our industry. She was recently VP Marketing at Tampico Beverages Inc. and Chief Brand Officer, Latin America at McDonald’s and serve in many other capacities in our industry.
