Marketing
Diversity In Data: Can Multicultural Insights Transform Programmatic?
In the ever-evolving world of programmatic advertising, leveraging diverse data sources to expand audience reach and optimize campaign effectiveness is paramount. As programmatic media buyers, you're likely familiar with DSPs such as The Trade Desk, Xandr, and Google DV360. However, the real game-changer lies in tapping into multicultural insights embedded within these platforms' vast amounts of data.
Multicultural Marketing in 2024: Change is Here, Opportunity Awaits [REPORT]
The past year has been a roller coaster ride for multicultural marketing practitioners. From the recent Supreme Court ruling on affirmative action to increased scrutiny of diversity, equity and inclusion (DEI) initiatives, companies are carefully assessing how these factors will impact their multicultural marketing budgets. ThinkNow shares this curiosity and has recently surveyed corporate decision-makers in multicultural marketing and multicultural consumer research, aiming to understand how they are strategically navigating the current landscape.
More than Words: How to Connect with U.S. Hispanics through Authentic and Meaningful Content
I love language, I love culture, and I am fascinated by what happens when the two meet. News of the emerging dialect in South Florida resonated with me for two reasons. First, I learned English in Miami and have lived there twice. Second, the article shows how languages and cultures influence each other. By Alberto Navas - SHRM-CP, MBA
Ethnic Diversity among Marketers declining [REPORT]
ANA’s study “A Diversity Report for the Advertising/Marketing Industry,” revealed that ethnic representation among marketers declined substantially from 32.3% in 2022 to 30.8% in 2023. This was a sharp reversal from the previous three years where ethnic diversity increased from 27.6% in 2019 to 32.3% in 2022.
How to Strengthen the Relationship Between Marketing and PR [PODCAST]
Is your PR agency on your A-Team? It's a question that CMOs and marketers navigating an increasingly complicated media terrain need to ask themselves. Is PR called in from the get-go when the ad brief is being developed or once the campaign is fully baked to knock out a press release and pitch a few media outlets? The response could spell the difference between a marketing campaign that is meh and one that maximizes the effort and provides brand lift.
Havas Sharpens Lens on Diverse Audiences with Inaugural Meaningful Brands [REPORT]
Havas has launched the inaugural 2024 Meaningful Brands Special Report in conjunction with Republica Havas and Havas Media Network to sharpen the marketing lens on the fastest growing and most influential audience in the U.S.: diverse consumers.
TelevisaUnivision’s first Super Bowl Broadcast sets a Spanish-language Audience Record with 2.3 Million Viewers
TelevisaUnivision’s production of Super Bowl LVIII delivered the most-watched Super Bowl ever in Spanish-language.
Celebrity Diversity Dominates 2024 Super Bowl Ad Lineup
While you could count the number of explicitly multicultural spots with one hand (Doritos Dinamita, Jesus gets Us, Google’s Guided Frame, NFL Programs, Microsoft Copilot—did I miss anything?), the most diverse element of this year’s ads is the countless number of self-deprecating celebrity cameos on display. By Javier San Miguel, Group Creative Director, Sensis
A Tick Toward Inclusion but Many Opportunities Are Missed
Unfortunately, like every other year, 2024’s Big Game ads made us ask the same question, "where's the diverse talent?" behind and on screen – and more importantly, does it feel authentic? This year felt the same and while some creatives combined culture, impact, and inclusion and sparked interest, most fell flat as just the same ol’. By Darren Martin, Jr., Founder and CEO, Bold Culture
Super Bowl 2024 Creative Effectiveness [REPORT]
Super Bowl LVIII was one for the books. From the ultimate football sweetheart moment to some truly funny ads, 2024’s Big Game brought us lots of laughs and reconnected us with some core memories – and clarity on the turn selfward.
Who Are You? The Art and Science of Measuring Identity [REPORT]
As a shop that studies human behavior through surveys and other social scientific techniques, we have a good line of sight into the contradictory nature of human preferences. Today, we’re calling out one of those that affects us as pollsters: categorizing our survey participants in ways that enhance our understanding of how people think and behave.
Telemundo announces coverage of FIFA BEACH SOCCER WORLD CUP
Telemundo, the exclusive Spanish-language home of FIFA through 2026, announced coverage plans and full match schedule for the FIFA Beach Soccer World Cup UAE 2024 Dubai™ kicking off Thursday, February 15 at 6 a.m. ET with a dedicated pregame show and matches airing LIVE on Telemundo, Universo and the Telemundo app.
2020s: The Decade of US Soccer
The 2026 FIFA World Cup is fast approaching and it will be the second time hosting for the USA after first hosting in 1994. And to this day it is still the most successful iteration of the World Cup, with record attendance (3.6M) and World Cup Final viewership (1.5B) – despite having only 52 games. By Arthur Forcione, Amrak Solutions Strategic Planner
Corona Tools chooses Refuel Agency to Drive Brand Awareness
Starting in 1928 with the invention of the orange shears that revolutionized the citrus industry, Corona Tools has been a staple for landscaping and construction professionals. Today Corona Tools is driving their direct-to-consumer marketing into the future as they focus efforts on Hispanic industry professionals, and has selected Refuel Agency to lead their strategic marketing and brand awareness.
From Businesses and Banks to Colleges and Churches: Americans’ Views of U.S. Institutions [REPORT]
Americans overwhelmingly see small businesses as having a positive effect on the way things are going in the country.
Black Americans’ Views on Success in the U.S. [REPORT]
Most Black Americans consider themselves at least somewhat successful (66%). When asked to define what success means to them personally, 82% of Black adults point to the ability to provide for their family.
Creating connections with Black Americans across media
For Black Americans, content provides a common ground and sense of cultural credibility. Defined through media and exported globally in fashion, TV, music and more, this culture is fundamental in its ability to bridge meaningful connections with an increasingly diverse audience. And while representing Black America is already complex, 16% of the Black population is expected to be foreign-born by 20601. That means that content will need to continue evolving to stay relevant for this media-hungry audience.
Why Fast-Moving Consumer Goods brands need dedicated promotional effectiveness analytics
In this first edition of the Wheelhouse blog for 2024 from Ebiquity’s Marketing Effectiveness team, Principal Consultant Steffen Kapffenstein makes the case for consumer goods investing in dedicated analytics to optimise the effectiveness of their promotional spend. In today’s tough economic climate, knowing what works best in terms of promotions – and why – have never mattered more. Yet almost half of all trade investment is loss making. How can you make sure you’re in the right half?
Nissan thrills sports fans with first in-culture, in-language Latino ‘big game’ experience
Nissan and TelevisaUnivision are teaming up for an exclusive in-culture, in-language broadcast experience for Latino viewers as part of Univision’s coverage of the big game.
ACA Marketing marks milestone: Over 150 Out-of-Home Latin Music Campaigns Across Six Continents in 2023
The Latin music industry has experienced a remarkable expansion, becoming a global cultural phenomenon, setting new milestones, and captivating audiences worldwide. As part of this extraordinary journey, out-of-home advertising (OOH) has emerged as a pivotal element in the success of Latin music marketing strategies.
