Starcom USA and its multicultural agency Tapestry have finalized its first 2012-2013 Upfront deal with Univision Communications.
This is the largest single-agency Upfront deal ever conducted by Univision and will be the first to utilize a video neutral approach, incorporating all of Univision’s properties including two network broadcast networks, three rated cable channels, local TV and radio stations, and Univision’s online, mobile and social video destinations. Read the rest of this entry »
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Advertising, Marketing, Media, Multicultural, Promotions, Public Relations, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, hispanic, marketing, media, multicultural, public relations | 
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Posted by HispanicPro
The U.S. Census Bureau reported that foreign-born households are, on average, larger than native households, have more children under age 18, and are more likely to be multigenerational. Read the rest of this entry »
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Posted by HispanicPro
Hispanic market media strategist and veteran journalist Adam R Jacobson, in association with HispanicAd.com, has released the 2012 edition of Hispanic Market Overview, presented by López Negrete Communications. Read the rest of this entry »
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Posted by HispanicPro
By Lili Gil, Cofounder XL Alliance, Hispanic Market Strategist
How much more do you want to hear about the U.S. Secret Service sex scandal in Cartagena, Colombia? While American media continues to obsess over the gory details behind a night of too much ‘fun,’ a parallel story of outrage and marketing non-sense has emerged causing Spirit Airlines to shut down its campaign ‘Get More Bang for your Buck.’ Read the rest of this entry »
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Posted by HispanicPro
More than 52 million strong and representing the majority of population growth over the next five years, Latinos have become a prominent actor in all aspects of American life, according to The State of the Hispanic Consumer: The Hispanic Market Imperative, released today by Nielsen, a leading global provider of information and insights into what consumers watch and buy. Latinos are a fundamental component to future business success, with a projected buying power of $1 trillion in 2010 expected to grow 50 percent to $1.5 trillion in 2015. Read the rest of this entry »
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Posted by HispanicPro
Customer retention has become a major focus for businesses. Yet, loyalty as a concept is vague, and we are seeing growing interest across a number of channels and verticals within the market to define what “customer retention” means. Does it mean that a customer repurchases? Does it mean that a customer interacts with your brand on social media? Where does advocacy fit into the picture? Read the rest of this entry »
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Posted by HispanicPro
Univision Communications Inc. revealed the findings of the Univision QSR Landscape study exploring how quick service restaurants (QSRs) can expand their businesses by better addressing the needs and wants of the Hispanic community. The findings of the study, conducted in partnership with Burke, were discussed at a “Hispanic 411: Insights to Grow Your Business” webinar this week. Read the rest of this entry »
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Posted by HispanicPro
By Felipe Korzenny, Ph.D.
In 2011 with our national online data set we summed the number of hours per week that different cultural groups spend on different communication activities in English and in another language. Read the rest of this entry »
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Posted by HispanicPro
The day is coming when retailers will have to optimize prices at the individual customer level, on the fly and in full view of everyone. Here’s a look at what that transition will entail. Read the rest of this entry »
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Posted by HispanicPro
By Manny Gonzalez
Leave it to that urban legend among Latin immigrants in the U.S.–especially those from Mexico–that Coke bottled in Mexico is better than the one bottled in the U.S. Read the rest of this entry »
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Posted by HispanicPro
Gaining increased retail shelf space can provide a major boost in driving sales growth for the brands and product portfolios of consumer packaged goods (CPG) manufacturers. Yet, increased shelf space—which requires significant retailer support—can be difficult to achieve. Read the rest of this entry »
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Posted by HispanicPro
What the real growth of Spanish speakers (not the relative growth) means to Media reach and effectiveness Read the rest of this entry »
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Posted by HispanicPro
Total advertising expenditures increased 0.8 percent in 2011 and finished the year at $144.0 billion, according to data released by Kantar Media. Ad spending during the fourth quarter of 2011 dropped 1.0 percent versus the year ago period, the first quarterly decline since the end of 2009. Since reaching a post-recession peak in Q3 2010, advertising growth rates have slowed sequentially for five consecutive quarters. Read the rest of this entry »
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Posted by HispanicPro
AMG Strategic Advisors, a recently formed strategy and insights consulting unit of Acosta Marketing Group (AMG) has released the results from its comprehensive Trend Behind the Spend: A Study of Trade Promotion and Merchandising Spending in the CPG Industry. The report analyzed key indicators that reflect today’s retail environment as well as emerging trends in CPG and retailer marketing – making it one of the industry’s most robust reports to date. The results include actionable steps for maximizing marketing budgets, gaining a competitive advantage and leveraging trends. Read the rest of this entry »
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Posted by HispanicPro
According to beauty market research conducted by The NPD Group, Inc. in 2011, total U.S. prestige beauty generated $9.5 billion, an increase of 11 percent in dollars, compared to $8.6 billion in 2010. In addition, the outstanding dollar results were achieved with all beauty categories surpassing pre-recession levels. Read the rest of this entry »
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Posted by HispanicPro
Planners,
HispanicAd.com and the Association of Hispanic Advertising Agencies announced the call for entries for the 2012 Hispanic Account Planning Excelencia Awards (HAPE).
We invite you to select your best work, write your planning story and share it with the world. Your entries will help make the planning discipline even stronger and you can become famous. They will demonstrate how planning is steadily contributing to the quality of the work we produce for our clients and consumers. Read the rest of this entry »
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Posted by HispanicPro
In an effort to build customer engagement, capture wallet share and accelerate sales growth, retailers in 2012 will focus on a number of customer-centric functions, including IT and ecommerce investments, enhancing customer service initiatives and, building on their mobile platforms. A new report from the NRF Foundation and KPMG LLP, Retail Horizons: Benchmarks for 2011, Forecasts for 2012, which surveyed 247 retail executives from various sectors, outlines retailers’ top strategic initiatives for 2012 including merchandising, ecommerce, store and field operations, supply chain and human capital, among others. Read the rest of this entry »
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Posted by HispanicPro
Univision Communications, Inc. revealed the results of its new Hispanic Patient Journey research, which sheds light on the cultural nuances that influence Hispanic patients from awareness and information seeking, to diagnosis and adherence. The study was conducted among respondents who reported symptoms or diagnosis of a chronic condition. The results show that gaps exist along the patient journey due to factors including cultural traditions, language barriers and lack of targeted messaging. Read the rest of this entry »
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Posted by HispanicPro
By Lili Gil, Hispanic Market Expert, Media Contributor & Cofounder XL Alliance
Ten years ago no-one would have bet on a three-night sold out show at Madison Square Garden featuring a fairly unknown and not-so-popular genre: Bachata.
Fast forward now and the New York Times refers to the genre and singer Romeo Santos as, “Crossing Over, No Translation Needed … Suave, sweet-voiced singer Romeo is a major star and heartthrob… one of the most prominent Latin singers in the country.” Read the rest of this entry »
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Posted by HispanicPro
By Graciela Eleta / Univision Insights Blog
I recently joined Linda Levy, vice president of Merchandise Marketing for Cosmetics and Fragrances at Macy’s and Alexandra Vegas, director of the Multicultural Business Development Organization at Procter & Gamble, at a Cosmetics Executive Women (CEW) event aimed at marketing beauty to the Hispanic consumer. At this New York City gathering of retail, beauty and cosmetic professionals, my fellow panelists and I offered insights and strategies on how to drive sales with Hispanic consumers. Read the rest of this entry »
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Posted by HispanicPro
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