A recent study by Austin-based marketing, advertising and research firm Mando Rayo + Collective (MRC) in conjunction with EthniFacts and support from Kapor Center for Social Impact sheds light on the Latino experience at the South by Southwest Interactive Festival, calling for greater inclusion of Latinos into programming and panels at the Interactive portion of the annual event.

Exhibit space blew sponsorship sales out of the water when it came to revenue share, though, accounting for half of total event revenues. Meanwhile, dollars from sponsorships added up to represent 16% of total revenues, with attendee revenues landing in second.

Over the last several years the Festival Iberoamericano de la Publicidad (FIAP) has encountered a shrinking fan base and competition from other more important and targeted creative awards programs in Latin America and the US Hispanic Market. 

Procter & Gamble’s Duracell brand and its agency Saatchi and Saatchi received top honors, last night, winning the first ever, Best in Show award in the Multicultural Excellence Awards competition for “Trust Your Power”. The ad portrays the resilient story of Derrick Coleman, the first legally deaf player to be part of an NFL offense and a fullback with the Seattle Seahawks. The story line: Coleman, like Duracell, is driven by power.

Programmers and distributors looking to reach Hispanic viewers will have to employ a multitude of strategies including providing multi-language and culturally-relevant programming on numerous distribution platforms to be successful, according to panelists speaking at Thursday’s Hispanic Tv Summit.

As it moves toward a network transformation, mun2 will continue to add more linear properties and digital content from NBC Sports.

At the center of the discussion about social responsibility on TV, storytelling and reaching young Hispanic audiences was Los Jets, the NUVOtv docuseries based on Paul Cuadros’ book, A Home on the Field.

With a growing base of younger enthusiasts in the U.S., soccer is poised to make a big splash on television in the coming years.

The sports roundtable at B&C/Multichannel’s Hispanic TV Summit didn’t see the abundance of sports as competition for soccer and the eyes of U.S. Hispanic viewers.

Programmatic technology and precise digital metrics will change the way multicultural marketing dollars are spent, expert says.

With the continued melding of the Hispanic population with the U.S. culture at large, its led to a new buzzword for marketers to use when implementing their advertising strategies: ‘Total Market Approach.

Twenty five companies have been selected as finalists, across 10 categories, in the ANA’s (Association of National Advertisers) 2014 Multicultural Excellence Awards. The award program recognizes marketers that produced industry leading multicultural advertising campaigns between June 2013 and June 2014.

Total Market is defined as: “A marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations. This is done from inception through the entire strategic process and execution, with the goal of enhancing value and growth effectiveness. In marketing communi­cations, this could lead to either one fully integrated cross-cultural approach, individual segment approaches, or both in many cases, but always aligned under one overarching strategy.”  By Bill Duggan, Group EVP, ANA

As business leaders, it can be a challenge to stay abreast of relevant industry trends and consumer dynamics. Often times, it is hard to assess the validity of the latest research publication and its relevance to your particular business. This is where a high caliber industry conference like Hispanic Retail 360(HR360) can come in handy. This conference covers the gamut between strategy and tactics in the retail space but, because it involves a variety of experts who are in the trenches with consumers daily, HR360 serves as a barometer for trends critical to any business dependent on today’s consumer.  By Bessie Ramírez, Managing Partner, About Marketing Solutions, Inc.

The Hispanic Retail 360 (HR360) Summit, presented by Pepsico, is  the only industry event with the power to congregate an impressive group of over 500 executives in retail, consumer products and marketing across the nation to address America's most prolific shopper segment, Hispanics. Inspire by San Antonio's rich Spanish and Mexican culture, where Hispanics make up 63% of the population, this year's event made history with record breaking attendance, active digital engagement and a line-up of speakers that are reshaping the conversation.  By Lili Gil Valletta, Co-Founder XL Alliance & Media Contributor

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