A Majority of Respondents to 4A's 2021 Impact of Advertising Survey Find That Their Agency's Work Helped Their Clients Gain Market Share During 2020


 

H&S, a full-service marketing communications companies, announced the promotion of Veronica Rodriguez to Chief Brand Officer, reporting to Elizabeth Harrison, co-founder and Chief Executive Officer.

Business leaders Alex and Cathy López Negrete, co-founders of Lopez Negrete Communications in Houston, have been named the 2021 “Mosaic Champions” by the American Advertising Federation (AAF). The AAF’s Mosaic Awards recognize individuals whose commitment to diversity and inclusion is evident through their creative work and organization-wide and industry-wide initiatives.

Today’s marketing landscape is seeing a racial awakening from companies, but consumers are demanding equality and proper representation coupled with culturally literate, responsible practices from marketers. With Hispanics fueling U.S. culture shifts and population growth, the Culture Marketing Council: The Voice of Hispanic Marketing is sharpening its focus, re-invigorating its advocacy for Hispanic marketing, and rebranding as the Hispanic Marketing Council (HMC). At a time when intentional approaches via segment marketing have never been more critical, the HMC continues to be the only organization devoted to promoting the critical role of Hispanic marketing, media and specialist firms in today’s marketplace.

When you reach out to a prospective client, you have no idea if they will pick up or if you’ll be sent to voicemail. (Spoiler: usually, it’s voicemail). The best agency new business pros are ready for either scenario. But if you’re not, this post will help.  by Mark Duval - The Duval Partnership

CVS Health has selected Miami based ALMA as their Hispanic agency of record.

The Society of Digital Agencies (SoDA) recently published its “2020/21 Agency Performance & Outlook Study.” It covers a broad range of topics, including hiring plans, managing project budgets, operational concerns, and finance team challenges, which I will not address here. Instead, I am cherry-picking some takeaways from the report specific to agency new business and profitability to share, along with some observations.  By Mark Duval - The Duval Partnership

In this role, Roberto will lead initiatives that drive growth for Captura Group and its roster of clients. Roberto will further develop Captura Group’s Hispanic and digital-first capabilities that will enable its clients to effectively engage with and reach multicultural consumers.

Alma announced the promotion of Michelle Headley, Angela Battistini, Leo Peet and Angela Rodriguez within its executive leadership team. These promotions come on the heels of a year in which the agency saw significant new business growth, adding 11 new brand partners and effectively growing its roster by 44%.

CCOMGROUP won big at the 2020 American Advertising Awards presented by AAFMiami, taking home a total of 15 ADDY Awards— five gold and 10 silver.

How often does your agency revisit its new business strategy? (Dare I ask...does it have a proper new business strategy, to begin with?)  By Mark Duval -  The Duval Partnership

Why Advertisers Can’t Afford To Stop Advertising

Client Heads endure the daily combat of client-agency relationships. They get no glory for their efforts or sacrifices. They suffer the consequences of scope of work increases, fee reductions, inadequate resources and relationship threats. They hold the line and try to keep things from getting worse. They're on their own. This is not right -- agency transformations depend on Client Head successes in battle. Client Heads are receiving inadequate support from their leaders.

Walmart subsidiary Sam’s Club has appointed VMLY&R its first agency of record following a competitive pitch.

SoDA conducted three tracking studies in 2020 to better understand how agencies were navigating the disruption, areas of operational readiness, financial performance for the year, and the initial outlook for 2021.

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