Agency

Media integration is a very important topic for advertising and marketing executives seeking to build brand awareness and sales with multicultural consumers. But, what is the mindset of the client when preparing a Hispanic media buy? Is radio an important part of the media mix right from the start? This latest Hispanic Radio Podcast with Zubi Advertising's Isabella Sanchez provides some answers.

HispanicAd and the Culture Marketing Council celebrated the first ever Grand Prix in Account Planning in the US Hispanic Market after ten (10) years of our Account Planning Excellence Competition.  The recognition was bestowed to AARP and New York based d expósito & Partners team for excellence in the HispanicAd Culture Account Planning Excellence (C.A.P.E.) awards competition.  This is a first for our Industry and we look forward to more great account planning excellence and hope our Industry account planners get motivated to hone their craft in culturally focused account planning.  We have set the benchmark.

 

Wonderful Pistachios announced that sportscaster and TV personality, Carmen Boquín, will serve as the brand’s ambassador during the most important soccer event in the world. 

Planning, tracking, and optimizing advertising and trade spend has become table stakes for marketers at many consumer-goods companies. Despite those advances, consumer promotions and engagement (CPE) remains something of a forgotten area of marketing spend.

By Gonzalo López Martí - Creative director / LMMiami.com

• Throughout my decades-long career in advertising I have strongly advocated once and again for the use of casts of diverse ethnic backgrounds.
• Not because I am a progressive beacon of inclusivity (which I am, of course).
• I want my clients to sell more products and services.
• I want to make their cash registers ring.
• If the demographic composition of the markets where they peddle their wares shows that non-euro centric complexions are the majority, then let’s cast talent with non-euro centric complexions, right?
• Don’t be too sure.

Inclusive advertising is a topic many marketers are talking about. While creating the perfect inclusive ads can be a balancing act, some brands are getting it right. Coca-Cola’s ‘Pool Boy’ campaign is a great example, but when a brand gets it wrong it isn’t long before we hear the backlash from consumers on social media, which then migrates quickly to broader media coverage.  by Guest Contributor Graham Page

During the past few months I’ve noticed quite a few industry articles (which I won’t list) focusing on the “do’s and don’ts” of marketing to Hispanics. However, the issue here is not about what not to do; the issue here is about doing! Stop thinking, and DO.  by Andy Checo / Havas Formula