Business
Here are dragons. What is your data map not telling you?
People love to claim that their marketing is data-driven. It makes them sound smart and fiscally responsible. But do we really have all the data we need for a brand building campaign? And could bigger opportunities be hiding off the data map? By Nigel Hollis
How to Create and Measure Successful Multicultural Marketing
Corporate spend on multicultural marketing is expected to grow in 2022. Some of that budget is likely motivated by a long overdue cultural reconning with racial injustice, and some of it boils down to simple demographic realities. The 2020 Census revealed that the non-Hispanic White population shrank in real numbers for the first time in U.S. history. Minorities accounted for all the population growth over the past decade. Our consumer economy is becoming ever more reliant on multicultural spend, and those consumers expect to see themselves reflected in the media.
MULTICULTURAL MAJORITY HAPPENING FASTER THAN PREDICTED
According to Census 2020 data, America’s demographics are shifting to a multicultural majority faster than anticipated. While 2020 marked the official year that the first full generation of 17 and under was a multicultural majority, the Hispanic Marketing Council (HMC) estimates that this milestone was reached sometime in the middle of the last decade—years ahead of previous predictions. More compellingly, this shift forward means that Americans under 35 could be a multicultural majority as early as next year.
Puyol named Chief Revenue Officer at Collage Group
Collage Group announced the appointment of Jose Puyol as Chief Revenue Officer. Jose oversees companywide commercial function, including new business, renewals, account expansions and more.
Talento Unlimited signs Two-time Olympic Medalist and new L.A. Dodger Eddy Alvarez
Talento Unlimited has confirmed its first athlete with the addition of two-time Olympic silver medalist Eddy Alvarez to its growing roster of talent partners, creators and events.
Consumer Confidence Rebounds As U.S. Economy Recovers [REPORT]
Two years ago, the global shutdown sent the economy reeling, and many Americans, especially lower-income households, experienced a seismic shift in their financial security. Consumers reported worsening personal finances and a feeling that the economy was weakening. Their outlook for 2021 was equally as dim, with fewer Americans feeling optimistic about improvements in personal finances for the coming year.
Who’s Watching and Where Are They Buying Snacks?
The big game arrives this Sunday as the Los Angeles Rams and Cincinnati Bengals face off at SoFi Stadium in Inglewood, Calif. How many consumers say they will watch, what will they be tuning in for, what will they spend and where will they buy the foods they consume during the game?
Inflation and risk reduction: what brands can do [REPORT]
Brands need to respond to rising prices not simply by pivoting to “value”, but by considering how they reduce “risk” for consumers.
Rooms with a view: Multiple-set TV households provide an array of access and choice for content-hungry viewers
In the 1985 film Back to the Future, there’s a line in one of the scenes that takes place in 1955 where Marty McFly tells his grandmother that his family has two TVs. As he’s referring to his life in 1985, his grandmother quickly dismisses him, saying that “nobody has two television sets.”
Where to Go from Here? The Apparel Industry’s Focus Areas for 2022
The U.S. apparel industry brought in $246.2 billion in revenue for 2021 — an increase of more than $61 billion versus 2020, and the highest dollar volume generated in more than 10 years! With both revenue and unit sales up, compared to 2020 and 2019, the apparel industry has to figure out how to keep up the momentum in 2022.
Impressions 2.0: The great equalizer
Every once in a while, a word becomes so common in our media vocabulary that we lose sight of its actual meaning. Impression is a good example. We know what it means. We’ve been using it for decades. Yet as the term is used more broadly for holistic media measurement, it’s easy to wonder if its meaning has changed along the way.
What does the future hold for audience data?
Audience data is very much a hot topic across the media industry right now. At this year’s World Audiences Summit, we spoke to a panel of emerging media leaders from the UK about how this data is being used by agencies and advertisers, and what they want now and in the future.
Nielsen Launches Diverse Media Equity Program [REPORT]
Nielsen announces the launch of its Diverse Media Equity program, which is designed to elevate the visibility of diverse-owned media companies with advertisers and agencies. The comprehensive initiative includes measurement of diverse-owned media historically excluded from investment, funding certification fees of diverse-owned media, as well as the launch of the first ever report on diverse-owned media reach and audience profiles.
TelevisaUnivision Announces Univision Ad Sales Executive Appointments
TelevisaUnivision Inc. announced the hiring of new talent to join Univision’s ad sales team. The company welcomes Rob McGovern, Senior Vice President of Multimedia Sales, and Richard Bertodatti, Senior Vice President of Multimedia and Audience Sales who will report to John Kozack, Executive Vice President of Multimedia Sales.
U.S. Hispanic population continued its geographic spread in the 2010s
The U.S. Hispanic population reached 62.1 million in 2020, an increase of 23% over the previous decade that outpaced the nation’s 7% overall population growth. At the county level, growth played out unevenly, which resulted in the continued geographic spread of Hispanics. Numerical growth of Hispanics was largest in counties that already had significant Hispanic populations, but the growth rate was largest in counties with smaller Hispanic populations, according to a Pew Research Center analysis of decennial census data from 1980 to 2020.
Hypercultural Latinx, The Next Generation of Growth
In this episode of The New Mainstream podcast, Ilse Calderon, discusses why the Hypercultural Latinx consumer represents the next generation of growth for emerging brands.
Latino Entrepreneurship Trends [REPORT]
The Stanford Latino Entrepreneurship Initiative (SLEI) at Stanford Graduate School of Business (GSB), in collaboration with the Latino Business Action Network (LBAN), released a report covering the latest trends in Latino entrepreneurship in the U.S.
The Working Future: More Human, Not Less [REPORT]
In 1964, the RAND Corporation predicted that we would be breeding intelligent apes to perform manual labor by 2020. In 1959, the US postmaster general predicted that today’s mail would be sent by rockets (email turned out to be a more cost-effective option). In 1930, John Maynard Keynes predicted that continued economic growth over the course of the coming century would reduce the workweek to 15 hours. Nikola Tesla echoed this sentiment in 1935, when he predicted that robots would replace most human labor in the next hundred years.
ANA and IRG team up on new CMO Leadership Program
The ANA and the Institute for Real Growth (IRG) are partnering on a new, first-of-its-kind program for CMOs that is designed to develop leadership capabilities and drive business growth.
