The aspirational purchase – buying an item because it evokes a sense of financial achievement beyond what is realistic – drove much of the retail world in recent years. Designers led the market, particularly in apparel, and consumers followed.

A new survey of corporate communications, marketing and industry leaders reveals that 76% rely on word of mouth recommendations from their peers to find PR and other communications agencies. 

Everywhere we turn lately, there seems to be a new corporate crisis in the headlines. Some of the largest, most visible and successful companies are being forced to publicly apologize — while feverishly attempting to convince their customers that these unfortunate incidents are only isolated blips — without any implication of systemic organizational issues.

By Gonzalo López Martí - Creative director, etc. /

  • Business thrives in clusters.
  • Promiscuity.
  • Most industries operate like groups of stray cats in an alley: they might sound like they are fighting but they are in fact mating.
  • A ckusterf*ck in the very best sense of the word.
  • Let’s call it “clusterluck” (wink wink nudge nudge) or the sake of coining a catchy corporate jargon-friendly neologism.

NBCUniversal Telemundo Enterprises revealed its 2017 Upfront theme of “Shift Happens,” a nod to the changes taking place in Hispanic media.  To celebrate the Hispanic “shift” that Telemundo has identified and led in the Hispanic media industry, the Spanish-language network will hold an exclusive event for advertising clients and business partners on Monday, May 15 at The Manhattan Center’s Hammerstein Ballroom.

By Gonzalo López Martí - Creative director, etc. /

  • When I started my little ad agency -ok ok, my boutique- a client of mine said to me: “An agency? Another one? In Miami? Really?”
  • It wasn’t as sarcastic as it sounds.
  • In fact, she was truly concerned about me.
  • She thought I was a bit nutz.

Even as digital ad spending takes off, the sharp divide between the haves and have-nots keeps increasing.

A new index from The NPD Group’s Checkout TrackingSM shows that some of the biggest names in retailing and foodservice have become fully woven into American life – reaching an extraordinary percentage of buyers at least once a year.

By Gonzalo López Martí - Creative Director, etc. /

  • There’s a cottage industry around the concept of “growth hacks”.
  • It is built around one premise: there always is a shortcut, an alternative way, a silver bullet.
  • Growth hacks, however, must be firmly rooted in big data.
  • It ain’t just throwing spaghetti to the wall to see what sticks.

APC Collective, launched their #APCChats podcast during SXSW to spotlight some incredible, nuanced and important stories that often go untold. Free from the traditional format of 140 characters, a social video, article or blog post, the intention is to let creators share the origins of their ideas with in-depth backstories.

Consumers are right to be concerned about and demand strong protection of their privacy rights. Advertisers have long understood this highly legitimate need. That is why in 2010 the ad community launched the Digital Advertising Alliance (DAA) self-regulatory program to give consumers broad power to determine whether their Internet and mobile activities would be collected and utilized for advertising purposes. The ad community also has strongly supported a broad array of legislation to protect consumer’s truly sensitive financial, health, children’s and other similar data.

By Miguel Arias – Adman

  • The outcry is a bit too much.
  • In all fairness, why is the premise of Pepsi’s Kendall Jenner spot stupider than the vast majority of content coming out of Hollywood, the music industry or Madison Avenue?
  • If the socialsphere and the thought police applied the same level of self-righteous scrutiny to every figment of pop culture out there, no movie, music video, TV show or TV spot would ever see the light of day.
  • At the very least, Pepsi tried to do something different.

By Gonzalo López Martí  - Creative director, etc. /

  • Loosely defined, “growth hacking” is the constant tweaking of a product and its marketing to find the sweet spot of maximum user engagement with minimum friction.
  • By definition, it is a never-ending process.
  • Life in Beta mode.
  • Perpetual AB testing.

In its latest advertising forecasts, MAGNA forecasts US media owners advertising sales are expecting to grow by +3.7% in 2017, excluding the impact of cyclical events (Political & Olympics).