The ANA’s Marketing Word of the Year for 2020 is particularly representative of a year marked by the ravages caused throughout the world by the COVID-19 pandemic and social justice issues.

The Clock Has Run Out on The One-size-fits-all Total Market Approach to Marketing

Spanish is the second most used language in the world and English is third; In the United States, English is the most common and Spanish is second. According to Pew Research Center’s 2013 National Survey of Latinos, 36% of Hispanics in the United states are bilingual, while 25% mainly use English and 38% mainly use Spanish (Krogstad & Gonzalez-Barrera, 2020). When it comes to advertising to Hispanics, language plays a key role and it’s important to understand the best way to convey a message to make the consumer feel understood. When deciding on how to market and advertise to Hispanics in the United States it is beneficial to consider code switching versus Spanglish as well as culture in relations to language and how it will affect the campaign.  By Holly Coleman and Madison McDaniel / Florida State University

In this interview, Jinghuan Liu Tervalon, an insights and strategy executive at The Coca-Cola Company, talks about her racial awakening journey and her anti-racist work in both the corporate world and the running community, while busting the model minority myth.

We fielded a research questionnaire from through 10/9-12/3/2020 using our +20,000 email subscribers and our LinkedIn platform.  Over +4,900 executives answered the questionnaire.  The results are as follows.

Prepare to be inspired as we highlight multicultural marketing at its best! As we celebrate the 20th anniversary of the ANA’s Multicultural Marketing Excellence Awards, join us to hear from some of the winningest brands and agencies.  They will highlight some of their best work over the past two decades, share their perspective on how multicultural marketing has evolved, and expound on what they think is next on the horizon.

Covid-19 has shattered the demand forecasts that guide retailers and suppliers of consumer goods and services in figuring out how much to order or manufacture, where to stock inventory, and how much to advertise or discount. Early on during the pandemic, sudden lockdowns and a shift to working from home caused panic buying of many food items and household goods. Some items sold out while others languished on shelves.

A decade of media evolution has taken place in a few short months. Our latest report assesses which audience behaviours and industry dynamics will stick into 2021

Despite a pace of economic decline that will produce the worst economy since the Great Depression, the ad market might end up falling by little more than we saw 2001. It will certainly be better than in 2008 during the fallout of the global financial crisis.

The COVID-19 crisis had a quick impact on advertisers’ media budgets. Those in sectors such as travel and cinema, where consumer spending plummeted, slashed budgets. Those in other sectors, such as consumer packaged goods (CPG), digital retail, and healthcare, rushed to increase and redirect their budgets, hoping to gain market share as consumers flocked online—though some then pulled back, unable to keep up with consumer demand.

How many marketers does it take to build a brand?

The COVID pandemic, as it has with nearly every other business around the world, has completely upended the way we perceive the limitations on ways business can be conducted, and the way marketers can interact with their audiences. The use of virtual sales channels and other digital transformation strategies have undergone remarkable acceleration.

After the release of our first article “When Black is LOUDER than Brown – Part 1” on Tuesday, we have been involved in a flurry of emails, texts and calls with executives regarding the purposeful announcement by the Dentsu Network of their media-buying program (Project Booker) designed to create “Inclusion with Exclusion”. 

I am not very encourage when writing this article for HispanicAd, to see efforts to help Minority Broadcasters and Consumers that are not inclusive of at least the majority of the groups that encompass the Multicultural Marketing Bucket.  By Gene Bryan / CEO - HispanicAd

Consumers across generations and geographies are flocking to digital self-service channels when engaging with brands, yet many get frustrated when their needs aren't met. This frustration has led to 73% of consumers questioning why they're doing business with the brand.