Tag Archives: multicultural advertising

Can Multicultural Agencies Be The Best ‘Relationship Shops’?

 

HMO BACKtalk – The Chat Spot For Multicultural Marketers and Advertisers

On April 5, advertising industry executives received a jolting wake-up call that no matter how “solid” their relationship may be with a long-term client, a split could nevertheless happen.

After 46 years with Twin Cities-based shop Haworth Marketing & Media, Target Corp. confirmed that it was shifting its media and planning business—valued at $686.3 million—to WPP-owned GroupM.

The news resonated strongly with such key multicultural agency heads as Alex Lopez Negrete, of Lopez Negrete Communications.

But, journalists at Advertising Age covering the story neglected to rewind the clock to early 2011. That’s when Target Corp. sent a break-up notice to 50-person Minneapolis-based independent agency Peterson Milla Hooks (PMH). For Target, it was simply a consolidation move, with the work shifting to Wieden + Kennedy.

For PMH President Tom Nowack, it was a jarring jolt.

“We were fired,” Nowack told the Minneapolis Star-Tribune in an April 2013 interview. “We weren’t bitter, but it was difficult. It was a long relationship that we were really proud of and loved. Almost all of our [agency] income was from Target. It was a devastating blow.”

Recovery, or collapse, from the loss of a major client is a fact of life for advertising agency executives and their employees.

But, what if an agency were to take control of the relationship, steering a path with miles ahead while serving as the trusted, needed and necessary partner committed to brand growth and strong ROI?

That’s an opportunity multicultural shops should immediately capitalize on.

As a key “Relationship Shop,” the agency that can expertly guide a brand manager or CMO on a successful total market campaign wins. By taking the lead, and not direction, it also sends the message that the “multicultural marketer” is simply a segment marketer embedded in an American mainstream that will continue to evolve and embrace different heritages, races and cultural touchpoints.

Are any Hispanic advertising agencies already succeeding as a “Relationship Shop”?

Are any agencies losing the battle between client and agency, with the flow of directives coming in a one-way direction?

With fragile relationships in place and dollars the bottom line, perhaps a one-way flow of activity is better than none.

It’s not. It’s a dangerous route that puts talent in peril of job loss.

Take the lead. Make the suggestions. Offer ideas. Inspire your client.

Do this every day.

This could stop you from thinking about the horrors of losing your biggest client and start thinking about how important your team is to them, now and for always.

 

ARJ

 

Now Available For Download: 2015 Hispanic CMO Thought Leaders Report

The Adam R Jacobson Consultancy, publisher of HispanicMarketOverview.com, in partnership with Dávila Multicultural Insights of Encino, Calif. and HispanicAd.com, the U.S. Hispanic advertising and marketing industry’s most widely read and trusted media and information source, is pleased to announce the release of its second annual Hispanic CMO Thought Leadership Report.

The report, distributed exclusively by HispanicAd, honors the top Hispanic market “thought leaders”–marketing professionals who have been singled out as widely respected leaders who oversee a recognized multicultural or U.S. Hispanic program for a leading corporation with demonstrated subject matter expertise, out of the box thinking and strong leadership skills reflected both internally and across the entire U.S. Hispanic market landscape.

“Last year’s report was a resounding success,” says Gilbert Dávila, president and CEO of Dávila Multicultural Insights. “With the competition for the selection so tight, we decided to once again conduct a search and highlight the impressive contributions to the Hispanic market by corporate executives throughout the nation.”

This year’s Top Hispanic Market Thought Leaders were curated a team of U.S. Hispanic market professionals which curated the list for Dávila.

The report’s release is concurrent to the 2015 ANA Multicultural Marketing and Diversity Conference at the Fontainebleau Resort in Miami Beach, Fla., which kicked off yesterday with a standing-room-capacity crowd hearing key insights on how to develop total market strategies from Mariela Ure, Senior Vice President of Consumer Segments Strategy at Wells Fargo.

Editorial content for the report is being managed by Adam R Jacobson, publisher of the annual Hispanic Market Overview reports and editor of Multichannel News’ monthly “Hispanic Television Update” B2B newsletter.

In addition to profiles of this year’s top Thought Leaders, this special digitally distributed report will include a State of the Industry report on total market strategies and activities related to U.S. Hispanic advertising, digital vs. traditional ad spend in the U.S. Hispanic market, and the impact of millennials on U.S. Hispanic marketing and advertising.

The report also includes coverage of ahaa: The Voice of Hispanic Advertising’s 20th anniversary celebration, held concurrent to the inauguration of the Smithsonian Institution’s National Museum of American History exhibit on the history of advertising in the U.S. The exhibit includes the history of U.S. Hispanic advertising thanks to the efforts of Ernest Bromley, Tony Dieste and industry advocacy organization ahaa, all of who have organized the donation of classic advertisements and other collateral for the permanent exhibit on the Mall in Washington, DC.

TO DOWNLOAD THE REPORT, CLICK HERE

 

For 2016 advertising solutions and partnership opportunities, please contact Gene Bryan at gbryan@hispanicad.com

 

 

Top Hispanic Market Execs Talk ‘Total Market’ In HISPANIC MARKET OVERVIEW 2014

Is all of the endless chatter about “total market” total BS?

Is the advertising and marketing industry’s infatuation with millennials completely daft, since these consumers are more likely to have crappy jobs and far less money to spend on anything when compared to their parents and grandparents?

Is it time for the author of Hispanic Market Overview, presented by Lopez Negrete Communications, to say “So long and -30-” because Hispanic marketing and advertising has peaked and is starting its slow, painful slide downward?

“Um, I think not,” says Adam R Jacobson, a veteran Hispanic market media strategist who serves as the author and publisher of the renowned Hispanic Market Overview report. “Yet there’s an endless array of chatter about how marketers and advertisers need to fully understand “total market approaches” — whatever the heck they are.”

In the fifth edition of Hispanic Market Overview, the question of “what is ‘total market’  and how does the marketer best tackle this in their buying and planning and Hispanic executions?” is fully probed by some of the top executives in the Hispanic market today.

We also examine the coveted Latino millennial, and why they are important as influencers and are social media leaders.

At the same time, we look at how the Hispanic consumer  is at the forefront of swift changes in how we consume media, and why the debate of ‘Hispanic’ versus ‘Spanish-language’ needs to be put to rest once and for all.

Hispanic Market Overview, now available via PDF download exclusively from HispanicAd.com, features discussions with these top names:

Alex Lopez Negrete, President/CEO, Lopez Negrete Communications

Ingrid Otero-Smart, President/CEO, Casanova Pendrill

Daisy Exposito-Ulla, head of d exposito & Partners

Liz Castells-Heard, head of Castells & Asociados

Manuel Machado, CEO and co-chairman, MGSCOMM

Keith Turner, President of Ad Sales & Marketing, Univision

Tom Maney, EVP/Ad Sales, Fox Hispanic Media

Mike Rosen, EVP/Ad Sales, Telemundo Media

Lino Garcia, General Manager and John Fitzgerald, Vice President, Sales at ESPN Deportes

Carlos Martinez, president, Conill

Natalie Boden, President, Managing Director, BodenPR

Horacio Gavilan, Exec. Director, ahaa

Dr. Felipe Korzenny, Ph.D, Director, Center for Hispanic Marketing Communication, Florida State University

Vanessa Lizama, Client Development Director and Soizic Sacrez, Director of Marketing, Terra

Stacie de Armas, Nielsen Audio

Additionally, the fifth annual Hispanic Market Overview for the first time will feature Hispanic consumer data from Experian Marketing Services, further elevating the value of this annual white paper. Among the topics we examine: “Where should marketers invest, in terms of mobile dollars, to best reach Latino consumers?”

This year’s report will also offer readers the opportunity to download the recently released Hispanic Print Overview, prepared by Adam R Jacobson via exclusive arrangement with EPMG of San Diego, CA as the industry’s most in-depth newspaper and digital news media White Paper.

“The U.S. Hispanic market has evolved at lightning speed, and having the knowledge and insights about where the Hispanic market truly is today is imperative for any marketer that truly seeks to capitalize on the most influential consumer group in North America,” says Jacobson, who has served as a multicultural analyst at Mintel and as a senior editor at Hispanic Market Weekly. “This report is designed to provide a singular authoritative source for CMOs and C-level executives that are ever-scrutinizing their budgets while tackling how to best reach the Latino consumer through total market approaches that incorporate the Hispanic millennial. Yes, everyone is talking about the millennial and the ‘total market,’ but these are important subjects to discuss because that discussion is what needs to drive additional dollars to the U.S. Hispanic market.”

To download Hispanic Market Overview. please visit HispanicAd.com or click here: http://hispanicad.com/sites/default/files/hmo/HMO2014.pdf

Note: The PDF file is very big and does not open on iPad or iPhone devices, nor on select smartphones.