The pace of change in today’s corporate world is astonishing. A quick glance at the most highly valued companies of 2017 compared to those in 1990 will make obvious how rapidly things have changed on Wall Street and board rooms across the nation. In 1990, the most highly valued companies in the U.S. included mostly petroleum, automotive and prior generation electronics whereas today, companies like Apple, Comcast, Tesla, Facebook, Google and Amazon have quickly taken prominent positions as employers, innovators and highly sought-after blue chip stocks.
By César M Melgoza, Founder & CEO of Geoscape
Is it blasphemous to say CMOs have outlived their usefulness? Marketing looks nothing like it did 10 years ago, yet the title of CMO still lingers like that well-worn suit in the back of your closet.
US consumers are spending more time with their digital devices than ever before, and that holds true while they’re already watching something else. eMarketer estimates 177.7 million adults will regularly use a second-screen device while watching TV this year, an increase of 5.1% vs. 2016.
Telemundo Deportes announced seven exclusive Spanish-language live NFL game telecasts on Universo beginning this Thursday, November 9 with Seahawks at Cardinals on “Thursday Night Football presented by Bud Light”, and culminating with Super Bowl LII live on Universo on Sunday, February 4, 2018, from U.S. Bank Stadium in Minneapolis, Minnesota.
To most industry experts, at forums like ANA and elsewhere, the only sure thing in advertising these days seems to be changed. Forecasters keep painting a future about the profitability of digital over analog and all things; Google competes successfully with the Global giants of Advertising; and Facebook reveals the powers of the 6-second spot. Where are we these days? Enter the growing content-creation activity by agencies.
Category winners in the 17th annual Association of National Advertisers’ Multicultural Excellence Awards competition were announced.
At the start of 2017, the new administration and Congress set tax reform as one of their highest priorities. As work on that began in earnest, it became clear that the reduction in the full deductibility of advertising was once again in play.
By Gonzalo López Martí – Creative director, etc / LMMiami.com
What customers want and what businesses think they want are often two different things. Here’s what customers are looking for. Anyone who has gotten an unsolicited and irrelevant offer related to something they’ve done online knows that creepy feeling that “someone is watching me.” This kind of reaction is the third rail of today’s drive to personalize interactions with customers. By Julien Boudet, Brian Gregg, Jane Wong, and Gustavo Schuler
A new fiscal year is in sight and you still have no measurable Hispanic or multicultural budget. You’ve shown the C-suite the purchasing power numbers, the demographic trends, and the generational trends to no avail. Well, you’re not alone; 49% of respondents in a recent CMO Council study admitted they do not have a multicultural marketing initiative in place.
A couple of weeks ago I suggested that I would come back to the idea that there is a right time to advertise to someone. Right now the marketing world seems to have decided that the right time to get a message to someone is as close to point of purchase as possible, but is that really true? by Nigel Hollis
What are the steps that creative ad agencies can take to rekindle revenue growth? We recall that agency fees have been under downwards pressure for quite some time due to brand globalization, client obsession with “shareholder value,” the rise of procurement, the fragmentation of media, the scrapping of AOR relationships and the stagnation of brand growth. These factors have driven fees downwards and reduced the length of client relationships. The agency scramble for new business has pitted agency against agency in an industry price war. Where is this headed? Can any agency “break out” of this deadly cycle and join the Madison Avenue Makeover Club? Is there a way to restore ad agency revenue growth? By Michael Farmer
Marketing in Spanish in the U.S. may not seem like an innovation from our purview in 2017, but when the first recognized full service Hispanic advertising agency in the United States opened up in 1962 it was a paradigm-shifting marketing event. It was one of the first times national brands and companies marketed their goods and services in the U.S. using a language other than English. Again, upon retrospect this doesn’t seem like a significant innovation when we look at the immigration patterns and changing demographics at the time but for the courageous few that had the foresight and business savvy at the time to look at this shifting tide and create the business case, it was an innovation that birthed a multibillion dollar industry, Hispanic Advertising. by Mario Carrasco
The future of agencies is less about actually preparing for the future, but making changes today in the way we work and how we deliver results for our clients. Most of the advertising industry is grappling with the idea of full-service shops versus unbundled, more focused agencies; when in reality it does not matter where we sit or what the agency focus is because this isn’t going to help us overcome the key issues we’re facing. by Keith Mackay
Recent studies from key players in the world of ad tech tell quite different stories of how video ads seem to be performing, based on completion rates, viewability rates, clickthroughs and more.
2016 may very well be remembered as the year that America’s racial divide became undone. The ubiquity of shootings of unarmed black men. The ascent of Black Lives Matter, not to mention Blue Lives Matter and All Lives Matter. The candidacy of Donald J. Trump and its nativist, prejudiced rhetoric. Pick any random evening, turn on the nightly news, and you are sure to see evidence that, especially in racial terms, the country seems to be coming apart at the seams. By David Morse – New America Dimensions
Entravision Communications Corporation announced that it has completed its previously announced acquisition of KMIR-TV, the NBC affiliate, and KPSE-LD, the MyNetworkTV affiliate, serving Palm Springs, California, from OTA Broadcasting (PSP), LLC.
Culture shock is another important factor that has played a role in the development of the New Latino segment. Culture shock can be defined as “a meta reaction both to strangeness and to the awkward feelings provoked by strangeness in an escalation of anxiety” (Korzenny et al., 2017). Culture shock, as the name implies, occurs when one enters a culture different than his or her own and discovers he or she does not know how to navigate it appropriately. When Latinos come into the U. S., they begin to question their host culture as well as the culture they left behind. By Alessandra Noli – Florida State University / Center for Hispanic Marketing Communication
I have already written about this before, and I think this is probably one of the biggest misconceived concepts marketers have in this country. One that keeps fueling the “one size fits all” Total Market approach. By assessing their choice for headline, even the Pew Research team show a little bias towards the chart on your right side (Share of Latinos who Speak Spanish) instead of focusing on the chart on the left (Absolute number of Latinos who speak Spanish). By Isaac Mizrahi – Co President, Chief Operating Officer at Alma
Covered California is sending videos like “Guadalupe’s Story” to potential customers, to encourage them to sign up for health insurance. The way human brains are wired, it just doesn’t make sense to us to buy something now that we may not need for years in the future.
