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David Droga’s new role as CEO of Accenture Interactive has been a hot topic this week. While many wonder what it might mean for consultancies versus agencies, that may be a moot point as the two hire and acquire their way closer together. And it's not what I find most interesting about Droga's new position.  Droga’s ascension signals the increased valuation of creativity. If a business consultancy can put a creative in its #1 position, that says a lot about how it perceives creative's value for its own business and clients.  By Mark Duval - The Duval Partnership

Considering the time, energy and expense marketers spend conducting reviews—and that agencies spend on developing new business—it’s critical for both partners to ensure a long and fruitful relationship.

Evidence-based metrics saved used cars, personal finance, and higher education ratings — now they’re coming for digital media

Here’s something we all know: advertising measurement is outdated. Just scroll through the media headlines and it’s impossible to avoid. An Olympics that saw both record consumer engagement and ratings declines. A high-profile dispute over box office numbers and streaming audiences. Or as the Media Rating Council’s Board considers Nielsen’s accreditation fate.  By Kelly Abcarian - EVP - Measurement & Impact, Advertising & Partnerships - NBCUniversal

Celebrities feature in 16% of ads worldwide – but their presence alone is not enough. Used effectively and consistently throughout a campaign they can improve brand impact and sales.

The ANA In-House Agency Fact Book highlights the structure, capabilities, and operations of in-house agencies at ANA corporate member companies.

In an era of big data, personalization is critical for marketers looking to develop authentic and meaningful relationships with consumers. The same is true for content platforms, and that’s a trend we’re seeing among some of the newer video streaming entrants.

The Gartner CMO Spend Survey shows that marketing budgets dropped from 11% of revenue in 2020 to 6.4% in 2021, causing a cascading ripple in how chief marketing officers (CMOs) are prioritizing spend across the organization. Faced with a reduction in resources, CMOs have reprioritized marketing channel spend for 2021. Now, pure-play digital channels dominate, making up 72.2% of the total marketing budget.

And here we are once again near another Hispanic Heritage Month (HHM). Like in previous years, we can expect an uptick of campaigns targeting the Hispanic segment, coming from a wide range of brands, from those with a solid commitment to investing in the Hispanic segment to the ones that try to equate a once-a-year post on social media celebrating HHM to an entire Hispanic marketing strategy.  By Isaac Mizrahi / Co-President & COO of ALMA

The middle of summer isn’t typically a time when we’re focused on the upcoming school year, especially when this year feels a little more normal than it did last year. That said, it’s time for brands to focus on back-to-school—even though July just ended.

As companies emerge from the pandemic, marketing and MarTech lie at the heart of the recovery. To optimize MarTech investments, marketing needs to have a very effective working relationship with IT that spans strategy, selection and management. Yet fewer than one out of four marketing organizations has such a relationship.

Market challenges and legacy decisions are forcing consumer-packaged-goods companies to rethink their strategies for revenue growth management.

It is a unique time in our US Hispanic Advertising, Marketing, Media, Public Relations & Research Industry. Current social conditions, the new found interest by major corporations to entertain important DE&I conversations and the “lack” of US Hispanic focused Executive Voices are molding the current conversations in Business. Non-Hispanic focused Executives and Marketers are dominating the current discussions about DE&I in Corporate America.  How will this impact the US Hispanic Advertising, Marketing, Media, Public Relations & Research Industry?

Making the case for the importance of advertising and justifying the expenditure that goes behind it isn’t always easy. This data makes that case very powerfully.

Given that Hispanic families are younger, growing in affluence and increasing their economic mobility, no marketer can overlook the impact this consumer is having across sectors, and what that means for our broader economy. From household income and college attainment rates to entrepreneurship and small business ownership, Hispanics are a true growth driver for the U.S. economy.

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