News

 As the discussion continues regarding the viability and implications of the “total market” approach embraced by so many major brands at the ANA Multicultural Marketing conference in early November 2012, I came across an interesting perspective from the folks at ReachingBlackConsumers.com  By Jose Villa / Sensis

Latino influence in the US keeps growing one cultural example at a time. The Wall Street Journal published on Friday November 1, 2013 an article entitled “No Bones About It, Day of the Dead Is Finding New Life.” The article talks about a trend among non-Hispanics, particularly in areas of heavy Latino presence like California and Texas, who now set up altars to their dead relatives in different locations. An interesting example is that of a woman in Oceanside, California, who created an altar to her father in the trunk of his car.  By Felipe Korzenny, Ph.D.

Sixty-eight percent of marketers measure all or most of their sponsorship and event marketing activities, according to a new survey by the ANA (Association of National Advertisers); however, a sizeable 32 percent measure only half or less.

Brand strategy on social media has expanded drastically in the past year. While many monitoring conversation during the most-talked-about televised events has been a commonality, brands have taken their social media efforts to a new level: predictive and real-time/responsive content marketing.  By Bill Mrazek, Social Media Strategist, BodenPR

The National Hispanic Media Alliance (NHMA), launches with a strong mission to be the leading Hispanic print media advocacy group in the nation, representing prominent community based Hispanic publications; showcasing the value of cultural relevance and the power of hyperlocal content.

Total Remittances Received in Latin America and Mexico, 2000-2013Remittances to Spanish-speaking Latin American countries overall have recovered from a decline during the recent recession, with the notable exception of Mexico, according to World Bank data analyzed by the Pew Research Center.

Evolve Media’s CraveOnline Media announced results from a comScore study titled, “The Male Millennial Influencer Study.” According to the study, one in seven millennial men self-identify as an influencer.

I spent the greater part of last week in Silicon Valley and surrounding areas with about 50 brand managers. We visited with a selection of startups, accelerators, incubators and the usual suspects of social media movers and shakers.

Over the past 30 years, most companies have added new C-level roles in response to changing business environments. The chief financial officer (CFO) role, which didn’t exist at a majority of companies in the mid-1980s, rose to prominence as pressures for value management and more transparent investor relations gained traction.   Adding a chief marketing officer (CMO) became crucial as new channels and media raised the complexity of brand building and customer engagement. Chief strategy officers (CSOs) joined top teams to help companies address increasingly complex and fast-changing global markets.

Cinema spending is the latest victim of the ongoing declines in traditional media, according to figures from the Advertising Association and Warc. Cinema spend is expected to reduce by 15% in 2013, on the back of a 9% decline in the first half of the year. TV spend is robust, while all other media show declines, with the exception of direct mail, which is static.

Mobile has attracted a sizeable bulk of US consumers, but the vast majority use desktop and laptop computers along with mobile devices, according to a new eMarketer report, “Redefining ‘Mobile-Only’ Users: Millions Selectively Avoid the Desktop.”

The Hispanic IT Executive Council (HITEC) has announced the 2014 HITEC 100, a premier comprehensive list of the most influential and notable Hispanic professionals in the information technology industry.

Vanidades and Cosmopolitan en Español, both publications of Televisa Publishing + Digital, announced they joined forces with Unilever to offer Divina Latina, the ultimate in-store shopping program at CVS geared for today’s discerning Hispanic female.

Call 2014 the year of “social acceptance.” More marketers are committing budget to paid social media advertising. And social media companies are providing advertisers better targeting than ever, and more ways to see the return on investment, according to a new eMarketer report, “Social Media Advertising: Seven Trends for 2014.”

A Broken Bargain for LGBT Workers of Color examines how LGBT workers of color face unique challenges related to their race and ethnicity and their sexual orientation and/or gender identity. In particular, LGBT workers of color are hindered by three major barriers: educational barriers; hiring bias and on-the-job discrimination; and unequal pay, benefits, and taxation. As a result, LGBT people of color are some of the most disadvantaged workers in the United States—and face extraordinarily high rates of unemployment and poverty.

The multi-year exclusive partnership will include HSN products across all categories, launching with curated collections in the beauty, home, fashion, culinary, electronics and holiday categories.

Post-Newsweek Stations announced the appointment of Bert Medina as Vice President and General Manager of WPLG–TV, the group’s ABC affiliate in Miami. 

The Ram Truck brand recently launched the 30-second television ad “Beyond the Encore”. A 60-second spot, “Anthem,” will debut on Univision during the Latin Grammy awards ceremony on Nov. 21. An additional 60-second ad will be revealed in December in anticipation of Juanes’ new single and album release while similar ads, “The Long Haul” and “Chasing the Sun”, will air in the coming weeks. The campaign focuses on the class-leading innovations of the 2014 Ram 1500, emphasizing values such as hard work and determination shared by the brand and Latin cultures.

Lapiz USA was recently recognized as the U.S. Hispanic Agency of the Year at the 2013 El Ojo Awards in Buenos Aires, Argentina. The network won a total of seven honors – one Gold, four Silver and two Bronze awards at the ceremony. The highly prestigious Agency of the Year recognition came just after Chief Creative Officer Laurence Klinger was honored as the U.S. Hispanic Creative Director of the Year.

LEGISLATIVE ALERT!!!  Last month we reported on indications that, according to AdWeek, some in Congress are thinking about revising the tax code to eliminate, or at least seriously reduce, the deductibility of advertising expenses. We have a follow up.