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.
Veteran journalist, multicultural analyst and Hispanic market strategist Adam R Jacobson has been named Editor of Hispanic Television Update, the widely read monthly electronic newsletter published and distributed by B&C/Multichannel News. Jacobson’s appointment as editor is effective with the October 17, 2013 newsletter.
“Radio, depending on where it fits, depends on the mindset of the client.” Those words, spoken by Zubi Advertising vice president of media integration Isabella Sanchez at the just-concluded Radio Ink Hispanic Radio Conference, summed up the thoughts of buyers and planners who may not consider Spanish-language radio a high priority when formulating their Hispanic media strategies.
“If everyone understood it, it wouldn’t be an opportunity.” Those words, said about the U.S. Hispanic market by WPP Group CEO Sir Martin Sorrell, were tweeted Monday by dozens of attendees at the start of the annual ahaa conference in Miami Beach, Fla.
ZenithOptimedia predicts global ad expenditure will grow 4.1% in 2013, reaching US$518 billion by the end of the year.
Heineken, one of the strongest performers among imported beer with U.S. Hispanics and a major player throughout Latin America, is reassigning its Hispanic creative and public relations duties.
Effective January 7, 2013, the Univision-owned TeleFutura network will be transformed, with its goal apparently to serve the growing number of bilingual, bicultural young Hispanic adults in the U.S.
With many Americans lamenting the dwindling number of middle-class families, thanks to a prolonged recession that has ravaged retirement funds and savings accounts, marketers may wish to turn their eyes south. Latin America’s “C” group is hot, and there are plenty of middle-class growth opportunities for CMOs and brand managers in Brazil and other key countries.
Companies that seek to build relationship with Hispanic, Asian and African-American consumers should take their multicultural budget out of a silo and push it out to all of the company’s business units. That’s what Walmart Stores has done and what its senior vice president of brand marketing and advertising, Tony Rogers, advises.
No more is Pepsico using multicultural marketing techniques to reach African-American and Hispanic consumers. Rather, the company’s brand units are now engaged in “cultural branding.”