Tag Archives: multicultural marketing

Vinyl & Copy: Why Multicultural Agencies And Records Are So Alike

Several years ago, perhaps at a Speed Dating event or a networking Happy Hour somewhere in Los Angeles, guests were presented with a series of ice-breaker questions to help start the conversation. The question posed to me was, “What’s the one thing you own that you’ll never, ever get rid of?”

Without hesitation, I responded, “My record collection.”

My LPs and 45 RPM singles are some of my cherished possessions. For years, friends and colleagues couldn’t understand why I had transported—at significant cost—my collection across the country each of the three times I’ve relocated in the last 25 years. Furthermore, how could I possibly be investing in additions to a collection that was perhaps outmoded and arcane, given the rise of the compact disc and, following that, digital downloads and streaming services?

My answer is simple: The iPod and my iPhone are great for hearing music, but the record player is the best device for listening to music.

There’s a difference between hearing and listening. It’s time to demonstrate that difference to marketers, brand managers and C-suite executives. Much has been said and shared about the rapidly evolving Hispanic market. But, have the decision-makers been listening to what has been said, and are they making choices based on efficiencies, rather than conclusions derived from the largest amount of data ever made available to marketers about today’s U.S. Hispanic consumer?

In September 2015, a Pew Research Center analysis of U.S. Census Bureau data showed the immigrant share among each of the U.S.’s Hispanic origin groups in decline, affirming reports that immigration from Latin America—in particular, Mexico—is slowing.

The Hispanic Market Overview annual report has stated for the last several years that the U.S. Hispanic population is now being driven by births, rather than those who are foreign-born. Additionally, it should be emphasized that immigration is slowing but has not stopped. Far from it: the U.S. Hispanic population in 2000 was comprised of 14.1 million immigrants. By 2013, that number grew to 19 million.

A market of 19 million consumers should be an opportunity for brands who wish to establish themselves as a top choice when it comes time to make purchasing decisions. Remember, everyone shops. The recent Latino immigrant needs food, packaged goods, clothing, transportation, and health care information regardless of their financial status. The upscale Latino and Latino Baby Boomer are equally important.

Yet, marketers seem fixated on a Hispanic plan of action focused squarely on bilingual Latino millennials who can be targeted through the English-language media they consume.

Why? They’ve been spending too much time hearing how to do more through “total market” capabilities instead of listening to the experts and veterans who have modernized their agencies but have remained true to what works for today’s Latino consumer.

The aural quality of a record is richer, and deeper. One simply hears more. It’s imperfect, with the pops and hisses and skips on well-worn favorites. The U.S. Hispanic advertising agency of today is no different than a record. The people inside these businesses have the deepest and richest insight on Latino consumers, and are the perfect partners to work alongside a general-market agency.

According to Nielsen, sales of vinyl records grew by 30% in 2015, to 11.9 million, from 9.2 million in 2014. Music fans are rediscovering records.

It’s now time for marketers who have turned to the dreaded adaptation and translation approach to rediscover the value of Hispanic advertising agencies.

With an uncertain economy once again rearing its ugly head, and a presidential election that has put Hispanics in an understated role as ultimate decision maker, we’ve put on our thinking cap and our reading glasses to provide a Total Focus to Hispanic marketers and advertising agency executives on everything keeping you up at night—and everything keeping the lights on and the paychecks from bouncing.

Hispanic Market Overview 2016, presented by Lopez Negrete Communications, is now available for complimentary download at http://reports.hispanicad.com/reports/HMO2016/

As the industry’s key executives gather in Miami Beach for the 20th annual ahaa conference, this year bearing the name “The Future in Focus,” we hope this report generates conversation, thought and perhaps a little controversy. Congratulations to Leif Roll, VP of Marketing at State Farm, on being named Marketer of the Year. We’ve seen a lot from State Farm in the U.S. Hispanic market. But where is GEICO? Who is Progressive’s Latina counterpart to Flo?

We also single out Eric Reynolds, CMO of The Clorox Company, as Clorox has demonstrated an exceptional understanding of the Latino consumer through product development and subsequent marketing efforts that make the company a standout. Your lavender-scented products can be found throughout the Hispanic Market Overview ohana.

Please enjoy this seventh annual Hispanic Market Overview, presented by López Negrete Communications. As you are reading this, please listen to what is being said. Otherwise, they’re just words that you may be hearing, but not digesting.

Reading, while listening to your favorite record album, is highly recommended.

 

Adam R Jacobson

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

 

 

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.

 

USA 2060: Older and Ethnically Diverse

The following press release was distributed December 12, 2012 by the US Census Bureau and by HispanicAd.com on December 13, 2012.

The U.S. population will be considerably older and more racially and ethnically diverse by 2060, according to projections released by the U.S. Census Bureau. These projections of the nation’s population by age, sex, race and Hispanic origin, which cover the 2012-2060 period, are the first set of population projections based on the 2010 Census.

“The next half century marks key points in continuing trends — the U.S. will become a plurality nation, where the non-Hispanic white population remains the largest single group, but no group is in the majority,” said Acting Director Thomas L. Mesenbourg.

Furthermore, the population is projected to grow much more slowly over the next several decades, compared with the last set of projections released in 2008 and 2009. That is because the projected levels of births and net international migration are lower in the projections released today, reflecting more recent trends in fertility and international migration.

According to the projections, the population age 65 and older is expected to more than double between 2012 and 2060, from 43.1 million to 92.0 million. The older population would represent just over one in five U.S. residents by the end of the period, up from one in seven today. The increase in the number of the “oldest old” would be even more dramatic — those 85 and older are projected to more than triple from 5.9 million to 18.2 million, reaching 4.3 percent of the total population.

Baby boomers, defined as persons born between 1946 and 1964, number 76.4 million in 2012 and account for about one-quarter of the population. In 2060, when the youngest of them would be 96 years old, they are projected to number around 2.4 million and represent 0.6 percent of the total population.

A More Diverse Nation

The non-Hispanic white population is projected to peak in 2024, at 199.6 million, up from 197.8 million in 2012. Unlike other race or ethnic groups, however, its population is projected to slowly decrease, falling by nearly 20.6 million from 2024 to 2060.

Meanwhile, the Hispanic population would more than double, from 53.3 million in 2012 to 128.8 million in 2060. Consequently, by the end of the period, nearly one in three U.S. residents would be Hispanic, up from about one in six today.

The black population is expected to increase from 41.2 million to 61.8 million over the same period. Its share of the total population would rise slightly, from 13.1 percent in 2012 to 14.7 percent in 2060.

The Asian population is projected to more than double, from 15.9 million in 2012 to 34.4 million in 2060, with its share of nation’s total population climbing from 5.1 percent to 8.2 percent in the same period.

Among the remaining race groups, American Indians and Alaska Natives would increase by more than half from now to 2060, from 3.9 million to 6.3 million, with their share of the total population edging up from 1.2 percent to 1.5 percent. The Native Hawaiian and Other Pacific Islander population is expected to nearly double, from 706,000 to 1.4 million. The number of people who identify themselves as being of two or more races is projected to more than triple, from 7.5 million to 26.7 million over the same period.

The U.S. is projected to become a majority-minority nation for the first time in 2043. While the non-Hispanic white population will remain the largest single group, no group will make up a majority.

All in all, minorities, now 37 percent of the U.S. population, are projected to comprise 57 percent of the population in 2060. (Minorities consist of all but the single-race, non-Hispanic white population.) The total minority population would more than double, from 116.2 million to 241.3 million over the period.

Projections show the older population would continue to be predominately non-Hispanic white, while younger ages are increasingly minority. Of those age 65 and older in 2060, 56.0 percent are expected to be non-Hispanic white, 21.2 percent Hispanic and 12.5 percent non-Hispanic black. In contrast, while 52.7 percent of those younger than 18 were non-Hispanic white in 2012, that number would drop to 32.9 percent by 2060. Hispanics are projected to make up 38.0 percent of this group in 2060, up from 23.9 percent in 2012.

* On Friday, Dec. 14 at 9 AM Eastern, Jennifer Ortman, a demographer in the Population Division at the U.S. Census Bureau, discusses U.S. population projections on C-SPAN’s “America by the Numbers” segment. The program  features information from the federal statistical system and highlights the trends and allows the public to call in or email their views.

To access the full release, please click here.

 

-#-