The other day Satya Menon, Senior VP of Client Solutions and Consulting, and I were reviewing the topline results from a set of market mix models. While qualitative in nature, the assessment suggests that brands may be increasingly reliant on driving short-term sales to maintain overall volume trends. If this finding proves more widely applicable then it has some scary implications.  by Nigel Hollis

Move over Millennials, it’s time to start discovering the next demographic headed our way: Generación Zeta.  The topic of what drives Latino teens – one of the hottest demographics that brands need to gear up for – is the focus of a groundbreaking survey completed by Alma, which was presented this week at SXSW Interactive.

In today’s fast-changing environment, it seems like we’re bombarded by new approaches and techniques to help us understand how much consumers “love” a new product idea every day. Product innovation specialists spend time and energy pursuing trends and various techniques, whether it’s “gamification,” the wisdom of the crowds, or the various “quali-quant” approaches prominent in new product innovation processes. The point of this post isn’t to debate the merits or limitations of these approaches—lots of great thinking is taking place in the market today. But we spend a lot of time on finding the “the new new thing” in order to pick the “best” idea and not enough time on the fundamentals.  By Ramon Melgarejo, SVP, Innovation Practice

Deloitte recently completed “Business Chemistry in the C-suite,” a study on the Business Chemistry types of 661 C-suite executives, finding two of four primary Business Chemistry types – which highlight both similarities and differences in working styles – account for nearly two-thirds of the sample.

This document presents guidelines for the measurement of digital location-based advertising including measurement or attribution of device and user location for physical visitation and advertising exposure (including static devices such as desktop PCs, connected TVs, OTT devices, as well as mobile devices such as tablet, smartphones, etc.) as well as place measurement as a reference point for physical visitation and location-based targeting.

Clients have started thinking about 2018, even though 2017 only just started. I know it seems crazy, but keep in mind, national retail and promotional partnerships require significant lead time. Meaning, as a marketer, if you want to do a promotion around next year’s big soccer tournament, you need to start thinking about it today. Yes, I’m referring to the World Cup. We are about 15 months away from Russia 2018, with soccer qualifiers and lead-up tournaments already in the works.  by Roberto Siewczynski / Epsilon

Professor Byron Sharp and the Ehrenberg Bass Institute have long championed distinctiveness as an important brand asset. They have been equally forthright in denouncing the role of perceived differentiation. While I agree on the importance of distinctiveness, I have to disagree with their viewpoint on differentiation and see the two qualities complementary.  by Nigel Hollis

David Morse, president and CEO of New American Dimensions, has been selected to receive the Multicultural Marketing Achievement Award presented by Aguilar Productions.  Morse will receive the honor at the 21st Annual Multicultural Marketing Conference at the Wellstone Center in St. Paul, MN on Thursday, March 23, 2017.

The Association of Latino Professionals for America (ALPFA) announced on March 14th the 50 Most Powerful Latinas (MPL) in corporate America.

Denny's Corporation announced that it has selected Publicis Groupe’s Conill as its Hispanic advertising agency of record. The California-based agency will handle strategy, creative development, social media and digital communications targeting Hispanic audiences at both the local and national level.

Casa Modelo announced the launch of its newest ready-to-serve chelada, Modelo Chelada Tamarindo Picante.

Círculo Creativo announced that Gustavo Lauría has been elected as Chairman of the Board of Directors. He succeeds Luis Miguel Messianu who, after two successful years as Chairman, announced his decision to step down from the board.

HAVANA: Although the US trade embargo on Cuba still exists, a new report from Kantar Millward Brown advises international brands to take a serious look at the opportunities the country presents.

You'd have to be older than a Millennial to remember a time when corporate CEOs were heavily involved in marketing decisions, like increased spend on media, the development of new Big Idea ads, the launching of new consumer products (rather than the spitting out of line extensions) and the formulation of strategies designed to outsmart competitors. That was a time before "shareholder value" became the universal corporate objective -- the value to be delivered to shareholders because of management's ability to grow earnings, dividends and share price.  By Michael Farmer / Madison Avenue Manslaughter Archives

Walker Advertising announced he addition of Adriana Lynch as Chief Marketing Officer (CMO) and Andy Rogers as Vice President of Sales & Business Development to its senior management team.

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