The Highly Influential Latina Mother

By: Audrey Bell, Brand Leadership In the scheme of the general market, it might be easy for advertisers to simply group all Hispanics in the same category. But let’s keep dividing a little further to separate the all-important Latina segment. According to Nielsen’s 2013 Latina Power Shift study, the percentage of Latinas in the total US female population is growing quickly and expected to comprise 30% of the total female population by the year 2060. While the purchasing power of Hispanics is estimated to be around $1.5 trillion, Latinas make around 86% of these purchase decisions. The reason these women…

Running Industry: Make Millennials (and Minorities) Dash to You

By: Rubén Terrazas, Copy Editor/Translator Running, as a sport and as an industry, seems to be indifferent to every demographic trend of the last decade. While it seems that everyone else in this country is aware that Millennials already surpassed Baby Boomers as far as total population goes and that as a group they are the most ethnically diverse since generations began to be grouped as such, running is an overwhelmingly white and middle-aged sport. In their bi-annual national surveys, Running USA, a non-profit focused on growing running as a sport both athletically and financially, pegs white participation in the sport at 90% in 2011…

Creators & Makers: Agencies as Product Producers

“If I were a client…” Agency peeps, let’s be honest. We’ve all uttered this phrase before. Sometimes in the spirit of collaboration, sometimes out of sheer frustration. It’s a phrase that is often succeeded by one or more versions of the following questions: “Why can’t they see what I see?” “Has their bureaucracy made them batty?” “Can it really be that hard?” Well, judging from the conversations at Cannes, more & more agencies are looking to answer these questions for themselves. They’re starting to become clients. Not full-time clients, but rather everyday ad people producing products within the walls of…

Cannes Lions Are Found in the Jungle and Not in the Zoo

I’ve never been to the jungle, but I’ve been told by those who have that you really haven’t seen a lion until you’ve seen one in the jungle. No surprise there. After all, the jungle is a lion’s natural habitat. Its natural context. And now advertisers are trying to find more natural contexts to reach people with their messaging. Where people really live their lives. With carefully considered placements that are more engaging and stimulating. Sweet spots where & when people can be most impacted to think and act differently. The Media Lions at Cannes are designed to reward exactly such efforts. And the…

Buyable Pins on Pinterest: Why Brands Should Target Hispanics Millennials

By: Mary Gutierrez, Creative Department Ever wanted to buy something you saw on Pinterest? Well, you’re in luck. According to Mashable, on Tuesday Pinterest officially announced that they will offer Buyable Pins for IOS phones this month—Android users will have to wait a bit longer. Now when you scroll your time away on Pinterest, you will be able to purchase some items you see. The Buyable Pins have a blue price tag and when you tap the pin it will direct you to a screen that says “Buy It” or “Pin It.” So, what does this mean for Hispanic marketing?…

A Blemish In The Beautiful Game

By: Rubén Terrazas, Copy Editor/Translator All over the world, sponsors and businesses alike are nervously watching the developments in the investigation of FIFA’s alleged wrongdoings. For fans, even if the accusations are something almost everyone suspected the whole time, the news came as an illegal kick to the shin deserving of at least a yellow card. How do you dare sully our jogo bonito with your shennanigans? For sponsors, on the other hand, the blow turns into something more akin to disaster, more like the threat of a red card with a possible indefinite suspension and public shaming. Sponsors of…

Increasing the Effectiveness of Media Buys: Cost Per Hour

  By: Dora Valdez, Social Media Manager, @doravldz Impressions, total reach, post links and video views… As agency people we are constantly trying to make sense of all the data. We have a responsibility to counsel our clients on the best ways to fully optimize their media dollars and to be honest about what is working and what is not. The Financial Times is trying a new method of measuring success for its advertisers. Under this new plan, FT will experiment with CPH advertising (cost per hour), meaning its advertisers will only pay for advertisements that are seen by a user for more than…

Getting More Intimate With Women

  “Most women feel more comfortable talking about sex than about money.” This was one of the most important insights we heard during the panel Turning Tough Topics into Trending Topics at the 11th edition of the Marketing to Women – M2W (Chicago, April 2015). The panel led by Diana Littman Paige, EVP of Consumer Lifestyle & Health at our sister agency Marina Maher Communications, had two very distinctive brands–KY from Reckitt Benckiser and Fidelity Investments–discussing how to build “meaningful relationships that educate, foster conversations and turn brands into friends that she wants to introduce to all of her other friends.” According…

Data Driven vs. Data Guided

  By: Ruben Terrazas, Copy Editor/Translator To data or not to data? That shouldn’t be the question. Instead, the question should be how to use said data? The general consensus in all industries is that data is vital to planning, operations, and delivery. And while I completely agree with all of the above, I also think we should be careful not to let data drive every single decision and forget about things like instinct, vision and experience. Moving from the education to the advertising field, I noticed a similar importance given to data use in achieving desired goals and results….

Stepping Foot in LALA Land

Borden Dairy Company, parent for LALA brand in U.S. has selected Dieste, Inc. as its advertising agency for its LALA brands; managing the brand strategy, digital initiatives, creative and media planning duties for both the U.S. and U.S. Hispanic markets. Check out this Media Post article for more on the story.