Tag Archives: McDonald’s

It’s Here: HISPANIC CMO Thought Leaders 2017

Hispanic Market Overview is proud to announce the Nov. 6, 2017 distribution of Hispanic CMO — Hispanic Thought Leaders 2017

This report, produced by The Adam R Jacobson Consultancy and Hispanic Market Overview, is distributed exclusively by HispanicCMO.com and HispanicAd, the multicultural marketing and advertising industry’s information leader.

This year’s report features 10 outstanding individuals who have been honored as 2017 Hispanic Thought Leaders.

The 10 2017 Hispanic Thought Leaders profiled in the fourth annual Hispanic CMO special report have demonstrated brand strength and commitment to best practices with respect to Total Market approaches, digital and social media initiatives, and efforts targeted to not only millennials but all consumers, with ideas rooted in or successfully integrated into Hispanic marketing and advertising activities.

Respected Hispanic market expert Gilbert Dávila, president and CEO of Dávila Multicultural Insights, served as the curator of the 2017 Hispanic Thought Leaders list, working with a team of industry professionals and HispanicAd in singling out these individuals based on their contributions to Hispanic marketing and advertising.

This is not a ranking, as was the case with the Hispanic Thought Leaders reports in 2014 and 2015. Individuals are honored in alphabetical order; we salute their achievements equally.

The 2017 Hispanic CMO Hispanic Thought Leaders report also features a FIRSTTHOUGHT feature on Michael Lacorazza, who leads the development of scaled, integrated marketing campaigns for Wells Fargo Bank.

To view this year’s report, visit HispanicAd.com from Monday, Nov. 6.

Past editions of the Hispanic Thought Leaders report are also available for download at no charge, thanks to our sponsors.

Participating Sponsors

AARP

Ad Castells

Anomaly

Azteca America

C-Com Group

d expósito & partners

Entravision Communications

ESPN Deportes

Eventus

Grupo Gallegos

Hispanicize

Orci

Pandora

Richards / Lerma

Sprint

St. Jude

Telemundo

“Optimism Over Fear” – A Recipe For 2010

“Communicate aspirations, positive thoughts and optimism.”

That’s the key advice to marketers and advertising agency executive Luis Miguel Messianu, COO of South Florida-based agency Alma DDB, has to offer.

Speaking January 22 at a Versailles Breakfast Club event in Miami’s Little Havana, Messianu began his presentation by outlining the “lacks” of 2009.

Specifically, Messianu looks back at the last 12 months by pointing out:

* Lack of prosperity and Lack of Jobs

* Lack of credit and Lack of confidence

* Lack of loyalty

* Lack of compensation

Speaking of the anemic job market, Messianu notes that those out of work must pursue career reinvention or chase their “real dreams.”

Additionally, the Alma DDB head sees a confidence crisis – another unfortunate result of the 2008-09 economic downturn.

“If anything, this economic downturn has been an eye-opener and sending people back to basics,” Messianu says.

First, he believes a brand manager or CMO should be actively rebuilding loyalty, and points to the automotive industry as the first sector to actively tackle the challenge.

Hyundai grew its market share by 14 percent in 2009, he notes, and was the lone automotive company to see improved market share last year. It was also the only car maker to offer a return-your-vehicle-at-no-penalty program for those who lost their jobs in 2009.

That being said, the economic downturn has affected consumer behavior – to some extent, at least.

“The reality is we need to continue to live, and consumers need to consume. But what they consume will be different.”

Alma DDB client McDonald’s typically promoted convenience, “fast food” and its “breakfast on the go” concepts in its creative. As a Hispanic agency of record for the quick service restaurant since 1994, messaging created by Alma DDB has taken the approach that “it’s about the extra snooze because McDonald’s is putting together breakfast for you.”

Arriving at that approach to targeting Latino consumers came after Messianu realized that insights only go so far when examining customer behavior. “It is the way you interpret that observation that matters,” he says. “It’s about synergy … but it is also about relevance.”

Quoting Albert Einstein, Messianu pointed out that the greatest inventions come out of times of crisis, and that unconventional approaches can yield great ideas and actionable plans.

Getting to that point goes back to optimism, Messianu says.

“Change your outlook, and gain control of the situation,” he says. “We are in the business of optimism, and of creating dreams. Optimism allows for the creation of a better environment in which to nurture ideas.”

“We are in the business of optimism, and of creating dreams. Optimism allows for the creation of a better environment in which to nurture ideas.”

Messianu believes that the best advertising connects with what is happening in real life. To illustrate, he played several McDonald’s television commercials that clearly hit on several Latino touchpoints.

In one humorous spot for the Golden Arches, a group of Hispanic young men are in a car running on empty; the passengers are spotting the cheapest gas station by calling out the per-gallon price. Suddenly from the back seat someone calls out “one dollar,” and the car slams to a halt. However, it’s not $1 a gallon gas that has grabbed the guys’ attention. Instead, it’s a McDonald’s sign promoting a $1 Dollar Menu item. The spot ends with the nourished guys pushing the car to the nearest gas station.

Putting a spin on a depressing topic, the War in Iraq, another spot features a father and daughter at a train station enjoying Chicken McNuggets. With one McNugget left, the daughter saves it for her mom, who has just returned from the Persian Gulf and has disembarked an arriving train.

In a third spot – one that puts a spin on Latina empowerment – a woman in an office who frets of being laid off is promoted and awarded with a corner office. McDonald’s take-out is part of the congratulatory efforts from co-workers.

“These spots again speak to the fact that we are in the business of aspirations,” Messianu says.

And by aspiring to be positive and forward-thinking, cyncism and pessimism can be conquered in the months ahead.

Adam R Jacobson