Ad Agency

WING announced that Victor Paredes as joined the agency as Director of Strategy.

Agency holding companies appeared relatively quiet during the third quarter, with seemingly less news related to transparency, account reviews and profit pressure than we saw earlier in the year. However, the importance of each of these topics remains undiminished.

Agency leaders are standing at the proverbial crossing. Only this is not the standard T-crossing where the road leads either left or right, nor is it a fork in the road where one path leads to unknowns up the mountain, and the other unknowns will be on the path down the valley.

Conill announced that it has been awarded U.S. Hispanic marketing duties for leading convenience store chain ampm. Conill’s scope includes strategy, creative, social media and digital communications.

The Agency Spotter Team continues their mission to match brand decision makers’ with agencies, and they have new trends to share in this report along with a quick update.

A key finding in the work the Association of National Advertisers, or ANA, has been doing on the media transparency issue over the past two years is that the contracts between marketers and their media agencies are at the very heart of the controversy.  By Bill Duggan, Group EVP, ANA

The Story Room announced that Arlene Armenteros, formerly VP Client Services of Nobox, and Eddie Zaldivar, formerly Performance Lead at Omnicom Worldwide LATAM will be joining The Story Room at newly created positions based in Miami.

The typical project manager has lots of responsibility and very little authority. To make things even more challenging, the typical project plan bears little resemblance to reality. Achieving successful outcomes under these conditions is not easy. Remember and apply these guidelines, and you’ll significantly increase your odds for success.  By Dave Po-Chedley, Cambridge Consulting

Facebook admitted “miscalculating” average video view times, which grossly misled advertisers on the value they could expect when buying video ads from Facebook.  This is like a car salesman telling potential customers they can expect to get 25 miles per gallon when the car actually only gets five.  The most disingenuous part of Facebook’s admission is that, despite employing the brightest engineers on the planet earth, we are supposed to believe they made an honest “math mistake.”  Facebook’s admission, on top of Dentsu announcing that it charged advertisers for buying ads that were never bought, make our industry’s failures more viewable during advertising’s conference week.  How ironic.

A frequent question I hear from senior global marketers is, “how can I maximise ad transference?” It’s a sensible question. As zero-based budgeting grows in popularity, the opportunity to save costs by producing one ad that can be used in many countries is compelling. But there is the risk that making an ad work across multiple countries may not be the best way to maximise ROI.

The 4A’s is talking to some of the most interesting thinkers in the business about what agencies need to do to continue to grow and thrive. Luis Montero, who’s based in Miami and President of hispanic agency, the community, weighs in here.

The American Association of Advertising Agencies (the 4A’s) revealed findings of two new surveys about diversity. One survey found that 4A’s members reported the industry hasn’t done enough to improve diversity within its ranks, while another showed that consumers believe strides have been made in the portrayal of diversity in ads during the past five years.

Pinta announced the launch of Bodega Media, the new platform targeting U.S. Hispanic audiences through a combination of more than 30,000 retail locations nationwide coupled with a database of four million active Hispanic mobile customers. 

Endeavor Marketing Group announced that it has been named global agency of record for TuYo Media

For reasons you will understand, I can’t go into the details of the landmark solution that was engineered for McDonald’s with Omnicom. It also won’t surprise you that some of the peanut gallery commentary and assumptions were incorrect.  But what I can talk about is what I think the industry can learn from the recent “big” pitches. Let’s call that the new normal.

Orcí received an Imagen Award in the Best On-Air Advertising category.

Carat published its updated forecasts for worldwide advertising expenditure, showing a positive outlook for the global advertising market in 2016, set to continue in 2017 powered by the ongoing growth of Digital*.

According to AdExchange, Google has been offering multiple rebate programs to ad agencies and advertisers that amount to considerably large checks.  The question here for US based agencies is if the agency keeps the rebate or sends a check back to the client.

This is what advertising music means today: Instead of jingles, we have singles. The Atlantic takes an in-depth look at the cultural trends that have killed one of advertising’s most important legacies: the commercial jingle.

Segura Viudas’ ad agency of record, República, created the campaign’s anthem video, which features an original track by Lunoe entitled “Sip It” that mixes the alluring sounds of Cava —  from the unwrapping of the foil and popping of the cork to the pouring of the Cava itself — with Lunoe’s musical innovation and pure sonic power.