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

Massive cybersecurity breaches have become almost commonplace, regularly grabbing headlines that alarm consumers and leaders. But for all of the attention such incidents have attracted in recent years, many organizations worldwide still struggle to comprehend and manage emerging cyber risks in an increasingly complex digital society. As our reliance on data and interconnectivity swells, developing resilience to withstand cyber shocks—that is, large-scale events with cascading disruptive consequences—has never been more important.

Experiential plays a powerful role in driving the how, when, and where millennials spend their dollars and willundoubtedly become one of the most influential and relevant engagement channels for the generation to follow….Generation Z. For legacy brands, experiential marketing is incredibly important as it inspires people to action and force CPG marketers to rethink how they connect with people outside of the aisle and beyond the screen.

Pfizer, Eli Lilly and the other companies engaged in creating and selling pharmaceutical drugs or treatments are expected to spend $4.4 billion on television commercials this year.  That's a seven percent increase from 2016, according to Kantar Media research.  With $5 billion a likely TV ad sales outcome next year, Univision Communications Vice President of Business Development, Dennis O'Leary, wants to see more of this spending directed at the nearly 60 million Latinos living across the United States.  By Simon Applebaum

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.

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

Some 32% of marketers plan to bring programmatic buying in-house, and more than 50% of marketers and agencies believe this complex job will ultimately become the responsibility of the brand.

Who will succeed and who will fall short as the retail sector goes through a wave of creative destruction?  eMarketer’s latest report, “The Future of Retail: Nine Things to Watch for in the Coming Year,” digs into questions of pricing, technology and even politics as key factors over the next 12 months.

NBCUniversal Telemundo Enterprises announced the expansion of Fluency Studios with the launch of “Fluency Plus,” a new, bilingual digital production studio.

The Creative Board of FUSION, the cable network of Fusion Media Group (FMG), announced an open call for scripted and unscripted television projects. This initiative builds on the commitment by FUSION and its Creative Board to generate new opportunities for young storytellers who span different ethnicities, races, sexual orientations, genders and religions. The open call is aimed at helping to level the playing field for underrepresented creative talent, with or without agency representation, who want to tell stories that are otherwise going unheard.

By Gonzalo López Martí - Creative director, etc / LMMiami.com

  • The way we package, ship and display goods will be disrupted dramatically in the coming years.
  • If your job depends on the good old tried & true ways of selling CPGs to the masses, well, get ready for some upheaval.
  • Some more upheaval, that is.
  • The good news: shopping is not going anywhere.
  • Shopping is freedom.
  • Shopping is therapy.
  • Shopping is our God-given right.

Marketers are becoming more and more interested in reaching out to and engaging Influencers – due to the factors like media fragmentation, quality and transparency issues of the media supply chain, and the rise of ad blockers. Thus, the idea of reaching a targeted group of people who are particularly powerful and influential is spreading. Which is why the identification of the Affluencers is so important – this target has the potential to not only represent a disproportionate amount of purchases, they also represent a group that is sought for their advice and purchasing input across all categories. In addition, Affluencers on average consume more media than general Affluents, with both print and digital publications up +9%.

Brands have been called on to make a stand and many have answered the call. So far this year we have seen a number of large, well-known brands lining up to save the world or make it a better place to live in. I applaud the fact that these brands are willing to take a stand, but I do wonder if it is yet another step on the road to brand fragmentation.  by Nigel Hollis

The influencer marketing space shows no signs of slowing down. But to have a successful strategy, brands need more than just celebrity endorsements. Identifying the right influencers is a science that relies on complex data, not just the number of social media followers a user has—that’s why influencer platforms are becoming key components of companies’ marketing stacks. Rob Trauber, CEO of apparel brand Johnny Was, and Zackary Cantor, director of decision sciences at digital marketing company GlobalWide Media, spoke with eMarketer’s Maria Minsker about the value of influencer marketing technology.

Univision Communications Inc. (UCI) and The Harris Poll have released findings of a national study, “Banking on Hispanics for Growth,” to offer insights regarding Hispanic consumers’ attitudes and behaviors on the financial services sector. The findings were unveiled in a webinar presented by Roberto Ruiz, UCI’s executive vice president of Strategy & Insights, and Kathy Steinberg, The Harris Poll’s Senior Consultant PR Research.

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