The 26th edition of The CMO Survey explores how marketing activities, spending, jobs, and performance have been affected by the COVID-19 pandemic, as well as increased political and social upheaval over the course of the past year.

HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2020 Hispanic Market Thought Leaders (previously Hispanic CMO) for our readers.

As new headwinds and market conditions present themselves, marketers across the retail landscape often can be found reshaping growth strategies. Last year — the year that shall not be named — was a case study in on-the-fly strategizing thanks to how the pandemic upended elaborate plans and mainstay messaging. While becoming the largest news story in decades, it also forced most marketers to reassess priorities and reconsider how their brands and products fit into such strange and new consumer lifestyles.

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.

Agencies inside Walgreens and The Hershey Co. are expanding their roles by leveraging first-party data

As working both from home and the office becomes the norm post-pandemic, companies try and make the best of both worlds

Welcome to 2021 and the latest BUSINESS edition of Hispanicize Hangout featuring three all-star guests returning for one very special episode.  Elizabeth Campbell, Senior Director Of Cultural Engagement at McDonald’s Corporation,  Esperanza Teasdale, VP and General Manager of PepsiCo Beverages North America and the always insightful Luis Miguel Messianu, Creative Chairman and CEO of ALMA. 

Linguistic anthropology dives into how people use language to create culture, enact different identities, tell stories, and create relationships. But language is continuously changing.

Attempts to find central “influencers,” “opinion leaders,” “hubs,” “optimal seeds,” or other important people who can hasten or slow diffusion or social contagion has long been a major research question in network science.

Why gaining a stronger grip on brand identity may actually involve letting go

Even as the world begins to re-open more permanently, it’s clear that the pandemic will have a lasting impact on consumer behavior and brand-to-consumer engagement.  By Heather Jordan, SVP, Product Management, Ad Intel, Nielsen

Chief Outsiders released the results of their second annual CMO survey on what to expect this year in market trends and company growth.

There’s no doubt 2020 was a remarkable year – in the literal sense rather than the positive. Individuals, businesses, brands, governments and society have been tested like never before, and it is clear that the upheaval we saw early in the year is set to continue well into 2021.

 

The U.S. is rich in complicated history and diversity. While we may contend with a divisive society, Gen Z, could be key to bringing us together and elevating brand standards at the same time. As the first multicultural majority generation, Gen Zers under 18 are fueling culture plus interpreting and reinventing the American theme—and that is having an impact on Main Street and on Wall Street.  By: Nancy Tellet, CMC Research Chair, Culture Marketing Council: The Voice of Hispanic Council

Why Advertisers Can’t Afford To Stop Advertising

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