Tag Archives: Multicultural brand awareness

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

 

DON FRANCISCO’S LEGENDARY PROGRAM “SÁBADO GIGANTE” ENDS ITS SUCCESSFUL RUN AFTER 53 YEARS ON THE AIR

Mario Kreutzberger to host entertainment specials and help develop future professionals for the Univision Network

 

Univision Communications Inc., the leading media company serving Hispanic America, today announced that after an incredible run of more than 53 years, Univision Network’s top-rated variety show, “Sábado Gigante” (Giant Saturday), hosted and created by Don Francisco, will end its current cycle on Sept. 19, 2015 to coincide with the end of the 2014-2015 broadcast television season.
 
Don Francisco will continue contributing to the Univision Network with new projects and by hosting entertainment specials and campaigns such as “TeletónUSA,” which is held every year on behalf of disabled children. He will also take part in Univision’s ongoing efforts to look for and develop new on-air talent and professionals.
 
Ever since “Sábado Gigante” first launched in 1962 on Chile’s Channel 13, Mario Kreutzberger (Don Francisco) has been capturing the hearts of his loyal viewers, making important contributions to the development of families and delivering entertainment as creator and host of a program that has beat all broadcasting longevity records.
 
Thanks to the tireless work of Don Francisco and his team of professionals, who have creatively adapted to the changes in television over more than half a century, the show is still No. 1 on Saturday nights among Hispanics and has made history in the U.S. television industry. There’s no doubt that the dynamic mix of humor, amateur talent contests, audience games, human-interest stories, celebrity interviews, emotional family reunions, and the presence of some of the biggest Latin music stars have granted “Sábado Gigante” over the past five decades the privilege of becoming an indisputable milestone in the history of international television.
 
“During my 40 years in the industry I have met few people with the same energy, creativity and passion for television and the audience as Mario, and I join in celebrating him and his team at ‘Sábado Gigante’ for the great success and the milestones achieved in broadcast television,” said Randy Falco, president and CEO of Univision Communications Inc. “Mario is an important part of the Univision family, and his knowledge of the industry and commitment to innovation will help us to continue defining the future of the media industry.”
 
Alberto Ciurana, president of Programming and Content for Univision Communications Inc., commented, “Mario is one of the most beloved and legendary entertainers in the world and has been an innovative and inspirational force in the television industry throughout his career. Mario’s uncanny ability to connect with audiences has transformed how we look at variety shows and allowed ‘Sábado Gigante’ to endure the test of time, making it not only Univision’s longest-running program, but also the longest-running variety series in television history. For so many in the Spanish-speaking community, Don Francisco’s weekly three-hour show defines Saturday evening entertainment, and I want to thank him and the incredible team for their outstanding work.”
 
Ciurana continued, “We are so thankful to have Mario as part of the Univision family. We are grateful that he will be continuing his relationship with us on upcoming Network specials and through ongoing support of our talent development programs. ‘Sábado Gigante’ will forever be a staple in Hispanic television history, and we join Mario’s fans in wishing him all the best as he enters his next chapter.”
 
Said Mario Kreutzberger, “I’m excited to share with the audience this announcement, with which we’re starting to bring to a close the 53-year cycle of ‘Sábado Gigante,’ 30 of which were possible thanks to Univision in the United States. There is no doubt that they have been fundamental in my professional development and in my personal and family life. I’m so grateful for the opportunity that Channel 13 of the Universidad Católica de Chile gave me as I was starting out, to Univision in the United States and also to the Televisa Network, which allowed us to bring our ‘Sábado Gigante’ into the homes of millions of families in the United States and the world every week. I have no words to thank our viewers for the support, loyalty and enthusiasm with which they have honored us through the years and which have allowed the show to become an unprecedented success in the history of this medium. Special and warm thanks to the outstanding production team, technicians, artists and behind-the-scenes collaborators, because without their efforts and sacrifice, we would have never reached this impressive goal. Over the past five decades, hundreds of professionals have been part of our ‘Sábado Gigante’ team, which allowed for the first 24 years of accolades in Chile, and the following 30 years of success in the United States and the world.”
 
Kreutzberger added: “From the start we made sure to ask, ‘What does the audience want?!’ And we have worked tirelessly for precisely that audience, with the utmost dedication, humility and deep respect. I have no words to acknowledge all the recognition and applause that we have received over the years. When we began in the United States in 1986, we told them that we were ‘separated by distance and united by the same language.’ Today I can say with great pride and satisfaction that that distance turned into closeness and affection. To all those who joined us by tuning in to ‘Sábado Gigante’ with their constructive criticism, work and loyalty, I would like to say from the bottom of my heart and in capital letters, THANK YOU VERY MUCH.”

Hispanic Market Overview 2011, presented by Telemundo: Available Now

The Adam R Jacobson Editorial Services and Research Consultancy, in association with HispanicAd.com, is proud to announce the release of the 2011 edition of the highly anticipated HISPANIC MARKET OVERVIEW 2011, presented by Telemundo.

Distributed exclusively in the U.S. Hispanic market by HispanicAd.com,  Hispanic Market Overview 2011, presented by Telemundo, offers marketers and advertisers, advertising agency executives and junior multicultural marketing pros a clear, concise snapshot of the state of the U.S. Hispanic market. A review of advertising expenditures and the Spanish-language media those budgets go to is featured throughout the report. Hispanic Market Overview 2011, presented by Telemundo also shines the spotlight on the out-of-home segment, Direct Reponse advertising and the growing call for Spanish-language call centers.

New for 2011 is a breakout section on the rapidly growing Hispanic health and wellness category, which has seen new radio and television programming and the rise of an internet portal devoted specifically to the hot topic.
Also new in Hispanic Market Overview 2011, presented by Telemundo is a streamlined, easy-to-read Hispanic DMA Grid powered by Geoscape.

Hispanic Market Overview 2011, presented by Telemundo is available for download at no charge here.