Marketing
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.
Boosting In-Housing ROI: Harnessing the Power of Creative Storytelling
As brands increasingly bring creative functions in-house, they gain greater control over their storytelling, boost efficiencies, costs, and accelerate their time-to-market. This approach provides a cohesive platform for developing creative concepts that can scale across channels, whether it's brand marketing, social media, or e-commerce.
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.
CMO Checklist for Better Agency Results
Great strategy is only great if it is executed well. PowerPoint, Word documents and board room discussions don’t build awareness or connect your product and services with the target audience across their buying journey or close any sales. Great strategy is only great if it is executed with distinction. The work is what works.
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.
THIRD EAR is named Multicultural AOR for Nissan North America and INFINITI USA
THIRD EAR announced the addition of two automotive brands to its roster – Nissan North America and INFINITI USA – becoming multicultural agency of record for each. The agency will provide specialized strategy, creative and media services with the goal of deepening the brands’ relationships with diverse communities throughout the U.S.
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.
Recommendations for U. S. Multicultural Marketing: A data-informed approach
As time progresses, we can see the impact that multicultural groups have on marketing and business operations. Specifically in the U.S., we can see the strides that marketers have made to ensure the U.S. maintains its status as a leader in multicultural marketing. Just as the U.S. has shifted its demographics away from being solely a nation of individuals with white skin and of European descent, this rise in multi-ethnic and multicultural communities has shaped the ways we operate and engage with people. By Derrick Raphael Pacheco - Department of Educational Leadership & Policy Studies, Florida State University
Asian American Audiences Spend Nearly Equal Time on TV and Smartphone [REPORT]
Nielsen released their latest Diverse Intelligence Series report to kick-off Asian Pacific American Heritage Month. The report titled, Reaching Asian American Audiences: Understanding Asian Influence and Media Consumption, highlights that Asian Americans are spending nearly equal time watching content on their TVs and smartphones.
What is Multi-Culti+ ?
At DangerTV, Multi-Culti+ is both a vision and a mission to provide the very best in adventure and adrenaline content that both reflects and spurs the growing diversity of our country to explore (regardless of ethnicity)....everything!. At DangerTV, Multi-Culti + recognizes that adventure and adrenaline have invited you to get the best out of life, regardless of where you are from. Our content is your invitation. With shows from around the globe featuring diverse people rising to occasion after occasion, you start to realize that the brand is actually a metaphor for what sooner or later we all face: overcoming adversity. By Javier Saralegui, Founder and CEO, Danger TV, LLC
‘Puerto Rico’s Day at the Ballpark’ Continues Series in 2024
PRCDA (Puerto Rico Convention District Authority) has officially signed on as the presenting sponsor of the Puerto Rico day at the Ballpark to be celebrated at Yankee Stadium on April 25th when Yankee starting pitcher Marcus Stroman will be honored before the game.
A Simple and Effective Guide to Segmenting Your Hispanic Market Research Sample
Conducting market research in the Hispanic market can be challenging, especially for researchers unfamiliar with the community or living in another country. Here is a quick guide to building a representative sample and obtaining accurate results.
Engaging the Community: A Fresh Approach to Hispanic Heritage Month Celebration 2024
We are six months away from 2024 Hispanic Heritage Month but if you want to do it correctly - the strategizing, planning, and coordinating of the month's activities begin now. By Zuhaly Ramon, MA - Marketing Director | Brand Strategy Expert focused on developing millennial and Gen-Z Latino voices | Share Multicultural Marketing Insights
The Future-Ready Agency: How to Achieve Long-Term Success
According to a 2024 Setup survey, over 50 percent of brands are likely to change their primary agency this year — a 17 percent increase from 2023. This statistic underscores the growing complexity and competitiveness of the agency landscape.
HMC TO ADVERTISING & MARKETING EXECUTIVES: STOP LATINO COATING
In today’s competitive marketplace, CMOs face immense pressure to achieve growth. Proper investment and authentic engagement with U.S. Latinos, who are influencing mainstream culture and fueling demographic shifts is the clear answer. The Hispanic Marketing Council (HMC) unveiled a new campaign at its 2024 Annual Summit calling on the advertising and marketing industries to “Stop Latino Coating.” The resounding message? Give Hispanic marketing the weight it deserves, connect authentically or kiss your careers goodbye—#STOPLATINOCOATING.
THE HISPANIC MARKETING COUNCIL ANNOUNCED THE WINNERS OF THE 2024 HMC STRATEGIC EXCELLENCE AWARDS
The Hispanic Marketing Council (HMC) announced the winners of the 2024 HMC Strategic Excellence Awards Powered at its annual summit in New York City. After a record-breaking year—both in quality and quantity of entries—a total of nine Gold, five Silver and 13 Bronze awards were given to 16 US-based agencies representing 27 campaigns in nine categories.
Latinos in Sports launches
Seasoned executives from the worlds of sports, media, and marketing announceda joint venture focused on the power of Latinos in the global sports industry. The multitiered platform will focus on content, careers, and convenings, and officially launch during Miami's Formula 1 weekend.
Frito-Lay and Rockstar Energy Drink announce Sponsorship of Leagues Cup Tournament
Lay's, Sabritas, Gamesa, and Rockstar® Energy Drink announced a multi-year sponsorship of Leagues Cup, the official, World Cup-style tournament that features all 47 clubs from Major League Soccer (MLS) and LIGA MX.
Batter Up! America’s Pastime Is Back
Sports fans across the nation are eagerly awaiting the first pitch of the 2024 Major League Baseball (MLB) season. From Tampa Bay to Toronto, all 30 teams will play ball on opening day.
Inclusive Trends for 2024
When we look for trends to watch in any given year, it helps to think of them in the context of mega-trends – long-term cultural questions that don’t resolve one way or the other. These are topics like whether brands should take stands on cultural or political issues, how increasing consumer savviness conflicts with motivated ignorance, or how the ability to target increasingly fine-tuned groups of people exists in a world where any statement or campaign is accessible to the entire population. The trends of 2024 are variations on these larger themes. By Russ Gottwald, Associate Strategy Director - PACO Collective
