News

LatinoBaseball.com relaunches February 10 with a more viewer-friendly redesign, revamped content and a renewed commitment to chronicling the growing presence and strong contributions of Latinos in the Major Leagues, the Caribbean and beyond.

Many of the historic artifacts at The Clemente Museum in Pittsburgh honoring the late Hall of Famer and Pirates icon Roberto Clemente will be on display at the Sports Museum of Puerto Rico (Museo del Deporte de Puerto Rico) in Guaynabo, P.R., from February 21 to April 30, 2020.

Even though Hispanics over-index on the usage of many products and services, and even though they demonstrate higher Lifetime Value, the market does not command marketing shares of budget commensurate to its share of the population.  US Hispanic ad spend is at 6% of the total US ad spend, while comprising 20% of the market and even more across key demographics.  Why is that?

The ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) released key findings from its second Cultural Insights Impact Measure™ (CIIM™) study, its first-ever focusing on how the role of culture impacts audience’s view of television programming. Learnings demonstrated that greater cultural relevancy drives +19% higher net likeability for shows; the CIIM™ score is 27 points higher for Hispanics in endemic (networks with 85%+ multicultural audiences) vs. non-endemic networks (networks targeting all segments).

There are countless ways in which the internet and e-commerce have transformed the way brands do business. Yet despite the relative commonness of online shopping today, many brands still have questions about how to best adapt their innovation strategies for the digital age. It should go without saying, but launching a product in a physical environment is not the same as doing so online. Yet as intuitive as the statement is, many brands are exploring their options as they seek the best route for succeeding online.

Estrella Media, Inc announced the appointment of radio veteran Eddie León, as executive vice president, Radio Programming effective immediately.

WAPA Television, a broadcast network in Puerto Rico, along with its U.S. cable network arm WAPA America, have officially partnered with the Latina empowerment brand Spiritú to launch a limited-edition gift box specifically curated for Puerto Ricans and Hispanics both on the Island and mainland U.S.

Cacique Inc. announced it has named award-winning agency GALLEGOS United as its agency of record (AOR) for advertising. GALLEGOS United will be Cacique’s lead agency driving overall brand strategy, creative development across all media channels & social media. The agency’s work on behalf of the brand is expected to begin immediately.

Nielsen and Entravision announced an agreement under which Nielsen will provide a comprehensive suite of measurement services for all of Entravision’s local television stations, which will include: Local TV ratings, Nielsen Local TV View, audio ratings, and digital ad ratings for their 22-market footprint.

A new age of media is upon us. As a number of powerful media companies enter the streaming video marketplace in a very big way, choice in this promising arena has never been greater. The clamor to get involved in the streaming boom is certainly growing louder, but when it comes to determining successes and failures, the consumer is the ultimate decider.

The cookie-less future is barreling down upon our industry. Project Rearc seeks to rearchitect digital marketing to drive our industry forward while aligning the interests of consumers, businesses, and governments.

Entravision Communications Corporation announced the extension of its long term partnerships with Oswaldo Diaz and Eddie “Piolín” Sotelo. Entravision entered into a new two-year affiliation agreement with Oswaldo Diaz for his hit “El Show de Erazno y La Chokolata” to be carried on its radio stations. Also, under the separate agreements, Entravision has extended its programming and advertising representation agreement with Eddie “Piolín” Sotelo and his hit midday program, “El Show de Piolín.” Piolín’s contract extension will run through December 2020.

South Korean filmmaker Bong Joon Ho—who took the stage as a winner four times for the film Parasite—earned the most time on screen during Sunday night’s telecast of the Academy Awards, according to data from Hive’s Celebrity Model. The remainder of the top 10 consisted of winners (Joaquin Phoenix, Brad Pitt, Laura Dern), presenters (Steve Martin, Chris Rock, Kristin Wiig, Maya Rudolph), and some celebs wearing multiple hats (Elton John as a winner and performer; Taika Waititi as a winner and presenter).

It’s no secret that marketing has undergone a massive transformation in recent years. Digital channels now capture over half of all advertising spending in the U.S. Understanding that marketing has changed doesn’t mean you know how to navigate the new landscape or what others in the field are doing to keep up.

I really wonder about the long-term effectiveness of Burger King’s promotions, including the famous Whopper Detour promotion. I don’t care that Detour won the Titanium Grand Prix at Cannes, I cannot help but feel that this sort of marketing is a recipe for weakness, not strength.  by Nigel Hollis

Employers in the United States are increasingly in pursuit of workers who are adept in social skills, like negotiation and persuasion, and have a strong grounding in fundamental skills, such as critical thinking and writing. In the past nearly four decades, employment in the U.S. has expanded most rapidly in jobs in which these skill sets are most valued. Jobs attaching greater importance to analytical skills, such as science, mathematics and programming, are also hiring workers at a brisk pace.

By Gonzalo López Martí  – Creative director, etc. /  lmmiami.com

• “Low-hanging fruit.”
• “Where the rubber meets the road.”
• Corporate clichés come in all shapes and sizes.

Millions of years of evolution have shaped our brains, with nature selecting for many adaptive and energy-saving, if imperfect, shortcuts. Some are easy to spot—for example, how we systematically fall for optical illusions and how our loss-aversion reflex biases our choices. Other ancient shortcuts trip us up in subtler, more personal ways.

This year, Latinos are expected for the first time to be the nation’s largest racial or ethnic minority in a U.S. presidential election, with a record 32 million projected to be eligible to vote. They will account for 13.3% of all eligible voters. However, the number of Latino eligible voters is still far below the 60 million Latinos who live in the country.

Amidst a decline in CMO tenure, companies weigh promoting from within or hiring from outside the organization