Ad Agency

The whole issue of agency kickbacks from media companies now comes right in the middle of the TV upfront market negotiations.

Numerous non-transparent business practices, including cash rebates to media agencies, were found to be pervasive in a sample of the U.S. media ad-buying ecosystem, according to a study commissioned by the ANA (Association of National Advertisers).  DOWNLOAD REPORT HERE.

Business-to-business marketing executives must combine strong leadership skills with deep marketing experience to clearly establish their companies’ competitive advantage, which will allow them to increase their influence and play key roles in driving sales, boosting brand awareness, and increasing customer loyalty.

A new white paper from The CMO Club in partnership with MediaMath makes the point that CMOs are increasingly adopting a programmatic marketing mindset vs. a programmatic advertising one.  What does that mean?

MediaPost recently published an article entitled, “Why Hispanic Agencies Are Fading,” talking about underpaid specialized talent, smaller budgets with big-impact expectations, and incorrect Total Market implementation as contributing factors. As the national trade organization for Hispanic marketers, AHAA: The Voice of Hispanic Marketing, we agree with many of the assessments but not the conclusion.  By Linda Lane Gonzalez, president of AHAA: The Voice of Hispanic Market

Allied Hispanic – a division of Allied Integrated Marketing – has hired Stephany Echepetelecu to lead marketing strategies for current clients and to broaden the division’s entertainment roster to include TV networks and musicians who are looking to expand their reach to Hispanic audiences.

The Advertising Industry is on pins and needles waiting for a report from the Association of National Advertisers (ANA) which is ready to be released that will shed light on the media rebates practice US based agencies are receiving for purchasing media that might not be in the interest of their clients.

Clients, Agencies and the Media are waiting in anticipation, since this practice erodes the confidence among the parties.  We expect that no companies will be mentioned, but the US Hispanic Market is not immune to this practice.

Expect possible SEC and Federal involvement or investigations.

More coming from HispanicAd.

Las Vegas-based One Entertainment is announcing a partnership to bring the iconic Lotería card game to consumers in the United States, Mexico and Canada.

Hispanics represent the fastest growing population segment in the country, a huge and growing buying power, with an undeniable over-indexing of numbers in multiple categories. The power and magnitude of this group makes success in any field requiring consumer support virtually impossible if not engaged appropriately. Yet, while the need to market to Hispanics increases the appeal for Hispanic marketing agencies is declining.  By Luciana Gomez

Regular readers will know that I have always been very wary of kickbacks — the rebates given to big media buyers by media owners for booking plenty of volume. When I talk to pals who have worked at the big media buyers it’s always a topic of conversation. One has even gone so far as to claim that his new business is transparent with clients on kickback and puts the rebate back into buying more media.  by Sean Hargrave

The notion of cross-screen media is well-heeled by now. There are different names for it. “People-based” is good, since that would make it “consumer-centric.”  A “single view of the consumer” works, too. 

Grupo Gallegos announced that it has been named the digital and social agency of record (AOR) for Hass Avocado Board (HAB), the agriculture promotion group dedicated to endorsing consumption of Hass Avocados in the U.S.

Lopez Negrete Communications has become the total market agency of record for Lone Star College.

Pinta recently appointed Krysten de Quesada to Account Director of its Miami office.

LAPIZ appointed Luciana Cani as its new senior vice president, executive creative director overseeing the agency’s creative team.

Sensis has launched SensisChallenges – a specialized practice for the design and execution of custom challenges.

The United States Tennis Association (USTA), the national governing body for the sport of tennis in the U.S. has partnered with LimeGreen Moroch to help strengthen its multicultural marketing initiatives.

Chicago based PACO Collectivecelebrated 10 years in business, evolving from a Hispanic-focused multicultural marketing agency, to a cross-cultural agency with major clients on its roster, including ComEd, the Chicago Bears and the Chicago White Sox, among others.

Many executives have come to feel that rapidly evolving brand and agency roles and responsibilities are having a negative impact on business results, creating a series of challenges.

GroupM announced that GroupM Multicultural, its unit charged with integrating and negotiating multicultural business across GroupM’s umbrella of companies, appointed Nelson Pinero as Senior Digital Director, Senior Partner.