Silent Minorities: Industry Employees Speak Out About Adland Isolation
Results of Study Called ‘Very Disenchanting, But Not Surprising’
The average ad-industry employee likely agrees the diversity issue is a very unfortunate situation. One that should be remedied. By someone. But on a daily basis, he’s likely to carry on, figuring for the most part the industry will evolve and that his nonwhite coworkers are content with the state of adland.
The reality, according to a new study, is that a whopping 74% of minority employees in the industry agree that “My experience as an employee from a multicultural background is different from my colleagues’.”
The Impact Study, conducted by cross-cultural talent consultancy Tangerine-Watson, surveyed a total of 831 ad-industry professionals of various races and across general-market and ethnic shops between September and December of 2011.
Read the entire article at Ad Age.
Digital marketing to Hispanics in the US
Traditional media has worked well for marketing to Hispanics, but the shift to the digital sphere has also seen changes in Hispanic media consumption. For starters, there are currently over 32 million US Hispanics online; and this number is expected to reach 42 million within the next 3 years. This is a big number but what does it really mean in terms of marketing?
Let’s take a closer look at this number in comparison to the US general market. Overall, Hispanics are spending more time and are interacting more online than other ethic groups, including Whites. The Association of Hispanic Advertising Agencies (AHAA) compiled the following research findings from various sources. Here’s how that number breaks down:
Read more at Econsultancy.
Latino Hollywood Comes to Miami for inaugural National Latino Film Showcase of Hispanicize 2012, April 10-13
Latino Filmmakers, Celebrities, Industry Executives , Media and Bloggers Mix it Up
Hispanicize 2012 today unveiled its line-up of feature length, short and documentary films as well as more than a dozen professional development sessions that together comprise the first annual Hispanicize 2012 National Latino Film Showcase.
“With this inaugural showcase Latino filmmakers and filmmaking officially become a core part of our event’s DNA,” said Manny Ruiz, organizer and creative director of Hispanicize 2012, the third annual Latino trends event taking place in Miami, April 10-13. The National Latino Film Showcase, a co-production of Hispanicize 2012 with Latin Heat Media and Getty Images Hispanic, is title sponsored by BlackBerry and Diageo. Other sponsors include Cricket Wireless, Starz, Regal Cinemas, Bacardi USA and HATUEY Cuban-Style Ale.
Focus is on Propelling U.S. Latino Filmmakers
“This year’s medley of films and sessions represent a strong start to what we feel will be a growing program specifically tailored to advance the careers of U.S. Latino filmmakers and actors,” said Roman Morales, the event’s film curator. “Hispanicize already gathers so many journalists, bloggers and cultural influencers that it’s perfectly positioned to be the launch pad for the careers of many future Latino directors, actors and producers.”
Latino filmmakers, producers, actors and their films will be showcased on all four nights of Hispanicize 2012, beginning with the world premiere of Kiki Melendez’s The Journey of a Female Comic-La Trayectoria De Una Comediante on April 10th, continuing with Adam Schlachter’s drama Hollywood Whores; and Andres Ramirez’s thriller Unknowns/Los Desconocidos, as well as others. (The roster of films selected for the showcase is at the end of this release).
Among the filmmakers, actors and celebrities confirmed to attend Hispanicize 2012 are: Steven Bauer (Scarface), Cesar Millian (The Dog Whisperer), Emilio Estefan (19-time GRAMMY-winning Music Producer), Jessy Terrero (director of Gun and Soul Plane), Gina Rodriguez (Filly Brown), Dominik Garcia-Lorido (Magic City), Yul Vasquez (Magic City), Nely Galan (Entrepreneur, The Swan), Pepe Serna (Scarface), Maria Elena Salinas (Univision anchor), Angel Salazar (Scarface), Mauricio Mendoza (Unknowns, Resurrection Blvd.,) and Yeniffer Behrens (Unknowns, Decisions), as well as others.
The stars of this year’s film showcase will shine brightest on the Black Carpet Night of Thursday, April 12 sponsored by BlackBerry. The Black Carpet will feature a parade of Latino stars, directors and producers followed by the screening of several films on four screens at South Beach’s Regal South Beach Stadium 18. The event’s Latino Hollywood after party presented by Diageo will immediately follow the screenings across the street at the world famous 1111 Lincoln Road, South Florida’s most famous after party location. (http://www.youtube.com/watch?v=bSaQQ7UA4Xs)
On Friday, April 13, Hispanicize 2012 culminates with an unprecedented oceanside screening of the cult-following film classic Scarface featuring stars Steven Bauer (“Manolo”), Pepe Serna (“Angel“) and Angel Salazar (“Chi Chi”) at the iconic Miami Beach mansion, Villa Vecchia (see the mansion at http://bit.ly/AvMM4u).
The film is being presented by Bacardi, legendary HATUEY Cuban-Style Ale and Cricket Wireless as a benefit and silent auction for ArtesMiami, Inc. a 501C3 the South Florida non-profit organization dedicated to developing South Florida as a cultural center with a special focus on Hispanic culture.
The privately held outdoor film benefit will exclusively feature sponsors, bloggers, media and VIP guests and will also be the place where organizers will present the winners of the film showcase’s best feature length and short film prizes. (A Scarface parody YouTube video for the benefit has been produced by Digibunch at http://www.youtube.com/watch?v=cCXAkEvFL5U).
Professional Development Film Sessions
Overall, more than a dozen film and entertainment related panels will be sprinkled throughout the four-day event. Among the panels are: “From Telenovelas to Mainstream Roles”, a conversation between a top agent and telenovela star making the cross-over into mainstream TV or film;
- “Latino Writers – Universal Stories” featuring writer Ligiah Villalobos (Firelight, Under the Same Moon);
- “Re-Thinking the Distribution Deal” looks at traditional avenues of distribution with an eye towards the in the new digital age;
- “Documentary Storytelling” gives you the 411 on the process of getting your documentary made featuring renown documentarian Hector Galan, (Accordion Dreams) and Ben De Jesus, who is working on the new Ghetto Klown about John Leguizamo’s career trajectory;
- “The Essentials to a Successful Film Marketing Campaign” is where marketing professionals give you their into market films;
- “Casting the Role” is where talent executives (Tim McNeal of Disney/ABC) and talent discuss the journey of seeking and getting that coveted role.
In addition to these movie industry panels, filmmakers attending the event have full access to attend any of the event’s other sessions relating to social media, advertising, public relations, entrepreneurship and/or blogging.
Film Programming Schedule of the National Latino Film Showcase
TUESDAY, APRIL 10TH, 2012 AT 7PM
The Journey of a Female Comic-La Trayectoria De Una Comediante
Producer/Director: Kiki Melendez
The life of a Latina female entertainer in America does not come with any guarantees or any easy paths. In Kiki Melendez’ story, she has gone through plenty of disappointments, rejections and heartbreaks, and she has brilliantly translated her adventures into a hilariously funny Movie! Featured Cast: Maria Conchita Alonzo, Marc Anthony, John Travolta, Esai Morales, Lupe Ontiveros, Nadine Velasquez, Jacob Vargas (World Premiere)
WEDNESDAY, APRIL 11TH, 2012 (STARTING AT 7 PM)
For Greater Glory
Director: Dean Wright, Producer: Pablo Jose Barroso
A chronicle of the Cristeros War (1926-1929), which was touched off by a rebellion against the Mexican government’s attempt to secularize the country. Cast: Andy Garcia, Eva Longoria, Peter O’Toole, Santiago Cabrera, Catalina Sandino Moreno (Sneak Peek Advance Screening Q&A with talent)
Director: Andres Ramirez, Producer: Manolo Travieso
A group of young unknown actors arrive in Hollywood and become the unsuspecting participants in a snuff film – theirs. Cast: Yeniffer Behrens, Sonya Smith, Gabriel Porras
THURSDAY, APRIL 12, 2012
Writer-Director: Adam Schlachter, Producers: Adam Schlachter, Van Kassabian
Struggling artists in Los Angeles, from studio executive to homeless actor, compromise their identities, integrities, and souls in search of their dreams, ideals, and passions…. Funny, realistic, and heartfelt. Cast: Henrik Larsson, Yeniffer Behrens, Anup Sugunan, Carla Tassara, Michael Gavino, Viviana Vigil, and Joey Medina.
Directed by Jesse Quiñones, Producer: Ann Marie Goodwin
A gripping documentary about two children in Colombia who must use a cable, which is connected to two mountains, as their only means of travelling to and from the outside world.
The Miracle of Spanish Harlem
Directed by Derek Velez Partridge Screenplay by Carlos Bermudez
Kate Del Castillo (Eva) gives (Tito) Luis Antonio Ramos a second chance at love but he must first overcome a lie and find redemption. This is an emotional drama about a man that tries to make his own miracle, only to find a real one. (Florida Premiere) Cast: Tony Plana, Andre Royo, Fatima Ptacek, Adrian Martinez, Priscilla Lopez, Geraldo Rivera
History of Spaceflight
Director: Chris Caraballo, Producer: Chris Caraballo, Lea Dizon, Douglas Jessup
When their parents leave them home alone for the afternoon, the Beasley children devise a scheme to sneak up into the attic to uncover their Christmas presents early. It’s one small step for them, but one giant leap for children everywhere. Cast: Christian Kramme, Cole Jensen, Rachel & Amanda Pace
Girl in Progress
Director: Patricia Riggen
As single mom Grace juggles work, bills, and her affair with a married doctor, her daughter, Ansiedad, plots a shortcut to adulthood after finding inspiration in the coming-of-age stories she’s reading for school. Cast: Eva Mendes, Cierra Rodriguez, Patricia Arquette, Matthew Modine (Advance Sneak Peek Screening of 2nd episode)
Director: Sam Lerma
‘Lilia’ is a story about a man’s struggle to keep his family together, after losing his job. Cast: Alfredo Lomeli , Aisa Palomares, Lauren Montemayor (Lilia)
Knight to D7:
Director: Nathan Scoggins, Executive Producer: Hugo Perez
From the award-winning creators of GRANDE DRIP comes a compelling short film about friendship, sacrifice, and the importance of significance over existence. An extraordinary story of sacrifice takes place one ordinary afternoon when a young engineer, Dustin Harper, visits his longtime friend, Brady Collins. Their ongoing game of chess is brought to a halt when Brady reveals that his continuing battle with cancer has taken a turn for the worst. The only thing harder than saying goodbye will be honoring Brady’s last request.
Producer/Director: Dallas King
Set in the future, an FBI agent must ”jump” across space to capture the creator of a controversial drug that’s taking over the world.
Cast: Michael King, Venus Leone, Yoshua Sudarso, Cris D’Annunzio
Magic City presented by Starz
Miami Beach, New Year’s Eve, 1959. Castro’s rebels seize Havana, while the Kennedys, the mob and the CIA all hold court at the luxurious Miramar Playa Hotel. This is Ike Evans’ place, and he used mob boss Ben “The Butcher” Diamond to finance it. With diving clowns by day, and escorts at night, nothing’s what it seems in the STARZ Original Series Magic City. Cast: Jeffery Dean Morgan, Dominik Garcia-Lorido, Yul Vazquez
FRIDAY, APRIL 13, 2012 AT 6 PM
Scarface – Oceanside mansion film benefit for ArtesMiami, Inc. with stars Steven Bauer, Pepe Serna and Angel Salazar
Director: Brian De Palma Producer: Martin Bregmen
In 1980 Miami, a determined Cuban immigrant takes over a drug cartel while succumbing to greed. The 1983 film has become a cult film classic much in the same way as the Godfather has. Cast: Al Pacino, Steven Bauer, Michelle Pfiffer, Pepe Serna, Mary Elizabeth Mastrantonio, Angel Salazar.
Hispanicize 2012 Sponsors and Media Partners
Hispanicize 2012 sponsors include Disney Parks, Target, BlackBerry, Unilever’s ViveMejor, Sprint, Dove Clear Tone, Walmart, McDonald’s, Cricket Wireless, Starz, Pampers, Univision Communications, JeffreyGroup, Southwest Airlines, Diageo, Telemundo, RadioShack, UnitedHealthcare, Clorox, JetBlue Airways, Fox Hispanic Media, Herbalife, NBC Latino, Terra, Visit Orlando, HATUEY Cuban-Style Ale, Bacardi USA, The Axis Agency, Transitions, Fleishman-Hillard, Newlink America, PR Newswire, Business Wire, Sensis, Critical Mention, Voxxi, Plus Three, Fox News Latino, OfferWise, Reyes Entertainment and others.
Hispanicize 2012 media partners include Getty Images Latin America/Hispanic, Latin Heat Media, Billboard Latin Music, AdWeek, Hispanic Market Weekly, LatinVision and the National Association of Hispanic Publications (NAHP).
The event’s 2012 charity focus is for ArtesMiami, a 501C3 non-profit organization dedicated to developing South Florida as a cultural center with a special focus on Hispanic culture.
Sponsorship information is still available by emailing email@example.com or contacting tel: 203.364.4779. The conference hashtag is #HISPZ11. To sign up for conference-related Twitter headlines visit www.Twitter.com/Hispanicize.
Hispanicize 2012 is a partnership of Hispanicize, the Hispanic Public Relations Association (HPRA) and the Public Relations Society of America (PRSA).
AdCom PR for Hispanicize 2012
Latin Heat Media
NALIP Brings Together The Business & Art Of Filmmaking For Latinos
Presented by Time Warner Inc.® and the National Latino Media Council, NALIP’s Annual Conference will be held at the Sheraton Universal Hotel in Universal City, CA April 13 – 15. Oscar®, Emmy®, Tony® and Grammy® Award winner Rita Moreno to be Honored at Annual NALIP Conference. Filmmaker Robert Rodriguez and President and COO of Universal Studios Ron Meyer to Give Keynote Talks
The National Association of Latino Independent Producers (NALIP) will hold its thirteenth annual NALIP Conference April 13 – 15, 2012 in Universal City, California with a new special edition of the NALIP ActorSummit on April 12. Online registration is available now at http://www.conference2012.nalip.org/.
NALIP 2012: Diverse Voices, Universal Content is presented by Time Warner and the National Latino Media Council. Co-chairs Frank B. Gonzalez of The Disney/ABC Television Group and Juan Carlos Zaldivar of Phonograph Films will host the annual, premier Latino nonprofit gathering of top level Latino executives, content makers and game changers in the Latino media field. This dynamic and star-studded weekend includes keynotes, plenaries, ‘Conversations With,’ workshops and networking events. The conference begins Friday, with keynote speaker, film director, screenwriter, producer, cinematographer, editor and musician, Robert Rodriguez. Rodriguez’s films, which range from sleeper hit EL MARIACHI to FROM DUSK TILL DAWN and SIN CITY as well as the SPY KIDS franchise, exemplify how he embodies expressing a diverse voice while creating content that is universal. Saturday’s keynote speaker will be Universal Studios’ President and COO Ron Meyer. Meyer, the longest-running Studio Chief, is dedicated to creating a corporate culture of stability and consistency that drives a successful business.
In addition to engaging Hollywood’s elite, NALIP also brings together the industry’s current trendsetters. This will be exemplified in two very special sneak preview screenings during the conference. Friday night, the Sundance smash hit FILLY BROWN will be shown at Universal City’s AMC Theatres. Following the screening, directors Youssef Delara and Michael T. Olmos, producer Amir Delara, and cast members Gina Rodriguez, Lou Diamond Phillips, Chrissie Fit, Emilo Rivera and Danny Mora will participate in a Q&A session. The second private screening and Q&A will be held Saturday afternoon for the Hallmark Hall of Fame movie of the week “Firelight.” “Firelight” is directed by Darnell Martin and written by NALIP mentor and executive producer/ writer of the highly acclaimed LA MISA LUNA, Ligiah Villalobos.
Furthering the tradition of celebrating Latino visionaries, NALIP will host a red carpet gala honoring one of only eight living performers who has won entertainment’s grand slam of the industry’s most prestigious awards: The Oscar, The Emmy, The Tony and The Grammy — the inspirational and magnanimous, Rita Moreno. Ms. Moreno will receive NALIP’s highest honor, the Lifetime Achievement Award. Additional media luminaries being honored at the annual gala include former Nosotros President and current Velasco & Associates President, Jerry Velasco who will receive the Lifetime Achievement Award for Advocacy and the Estela “Rising Star” Award winners Patricia Martinez de Velasco, Erin McGinnis and Ari Palos, who will be awarded a $7,500 grant endowed by the McDonald’s Corporation.
The Conference will also include NALIP’s annual Latino Media Market, inviting top industry executives to help attendees bring their authentic, unique and diverse voices to the international market place. Executives from Time Warner, HBO, You Tube, Google, Sony, ABC/Disney, NBC, CBS, PBS, Fox, SAG, WGA, CNN, HGTV, Travel Channel, TruTV, Mun2 and many others are scheduled to attend this unique event. For a list of speakers, panels and keynotes please visit http://conference2012.nalip.org/conference/keynotes-speakers/.
The NALIP national conference is organized as three days of workshops and plenaries on film, television and documentaries, plus groundbreaking case studies. These include “The Million Dollar Screenwriting Workshop”, which turns writing into an effortless, step-by-step process, “Packaging your Documentary for Success”, discusses how to best present your project pitch, proposal and trailer. “The Reality of Reality Television” presents an in depth look inside the world of reality television, why it works, the opportunities and how to break in. “Inside the Mind of the Investor: How Money Decisions are Made” explores how to prepare the best pitch and approach to maximize chances of success. Also scheduled are “Women in Media, Women Who Rock!” and “Make Money in TV Commercials.”
Latinos watch more television, buy more movie tickets and consume more media than any other ethnicity, yet Latinos comprise less than 1% of executives in Hollywood; the percentage of minority industry writers in film and television has been frozen at 6% since 1999, and the percentage of directors is lower still. There are over 50 million Latinos in the U.S., which is more than Spaniards in Spain or Canadians in Canada. Latinos are estimated to expend over $1 billion on U.S. filmed entertainment, and $1 trillion in general market buying power. Twenty-six million U.S. moviegoers are Latino, most commonly between the ages of 12 and 34, and are 100% more likely than the national average to be considered “frequent moviegoers.” Nielsen Media has determined that Latinos represent an overwhelming 28% of today’s heavy moviegoers, that they buy more tickets per year than any other ethnic group, and constitute the fastest-growing segment of the overall movie-going population.
NALIP’s closing plenary, Race and the Media, will engage in an insightful and important conversation about the systemic, economic and cultural factors affecting race and representation in the Media. Jennifer Lawson, Executive Vice President of Corporation for Public Broadcasting, Alex Nogales, Director of National Hispanic Media Coalition, Joe Torres, author of News for all the People, and Dr. Darnell Hunt, a sociologist at UCLA will discuss the effects of exclusion, and what can be done to improve representation of Latinos in front of and behind the cameras. NALIP’s mission is to address the vital need for equitable Latino representation to the most underrepresented and largest ethnic minority in the country across all entertainment mediums.
Social Media Powers Instant Research Communities
In addition to using social media for distributing advertising, marketers have long recognized that social media is a valuable tool for research — and now a number of companies are building online services which allow marketers to plan and execute targeted research campaigns via social media. Towards that end GutCheck unveiled “Instant Research Communities,” enabling marketers to leverage fans and followers on Facebook, Twitter, and Google+ for research purposes.
The GutCheck service instantly recruits (and qualifies) respondents from among their social media communities for research panels, with an automated recruitment process which can be completed in a few hours, according to GutCheck. The service also gives marketers access to GutCheck’s own panel of six million consumers, which allows marketers to compare sentiment between their fans and the general population.
GutCheck emphasizes the security and privacy of its platform, which means brands can ask questions relating to sensitive issues including sentiment and product usage out of the public eye. Marketers can also discover new market segments and conduct testing for advertising, package design and web concepts.
Last week I wrote about two research panels which leverage social media to reach Hispanic consumers. The First, Tu Cuentas (which translates as “You Count,” but also “You Tell”), includes user-generated product reviews, moderated discussion forums and community polls of registered members, as well as Web cam interviews with individual members, allowing advertisers to uncover information about shopping behavior, brand preference, advertising likeability and product attributes.
Another online community, VozLatinum, has already attracted more than 80 corporate clients, including The Clorox Company, ConAgra Foods, Hallmark, and Nestle USA. Companies can conduct custom and targeted research activities in English and Spanish, including discussion forums, ad testing for both video and print, package testing, and attitudinal and behavioral research. VozLatinum includes both English- and Spanish-speaking consumers, ranging across all levels of acculturation, geography, and demographic makeup.
Will Brands See User Engagement on Google+?
Brand posts and engagement peak midweek and in the morning on Google+
Usage on Google+ isn’t as high as on longer-established social networks, but companies are starting Brand Pages there, and some consumer engagement is taking place—particularly in the mornings and on Wednesdays.
According to comScore, users spent an average of 3.3 minutes on Google+ in January 2012, a drop from 5.1 minutes in November 2011 and 4.8 minutes in December.
But even as time spent drops, brands are starting to get more invested in Google+. Companies have only been allowed to create Brand Pages on the site since early November and have since encouraged their followers (people who have added the brand to one of their Circles) to comment, +1 and reshare brand posts with others.
Social media measurement company Simply Measured has been tracking Google+ activity by the Top 100 Brands according to Interbrand, as determined based on financial performance, to see how much the brand name influences purchasing decisions and to measure the overall strength of the brand.
On the Google+ pages of the 62 brands with Verified accounts, Wednesdays were the most popular days for both brand posts and users’ engagement with those posts. From November 2011 until March 13, 2012, there were a total of 1,158 brand posts on Wednesdays, or 21.1% of all brand posts. When it comes to engagement, or how many times users commented on, +1ed or reshared that content, there were 56,980 points of engagement on brand posts on Wednesdays between November and March.
Looking specifically at the times of the day when engagement was high, morning saw the most engagement from users, with 37,654 comments, +1s and reshares happening between 9am and 10am local time. Brand posts also mirrored that peak, with 646 brand posts happening at the same time. As users get settled into their desks and check in on various social networks, they are starting to include Google+ in the mix.
Other data has looked at how and when users engage on Facebook, but not much has been published yet about Google+. As marketers start to become more comfortable there, it will be interesting to see whether active brands can bring more active users, or whether usage must improve on Google+ before it becomes a significant channel for brand communication.
Latin Music Marketing Award Finalists Announced
Billboard has announced the finalists for the second annual Billboard Latin Music Marketing Awards. The presentation of the Billboard Latin Music Marketing Awards is the climatic event of The Marketing Exchange, a series of panels and events that showcase the ins & outs of branding, sponsorships and partnerships. The Billboard Latin Music Marketing Awards, sponsored by Telemundo and mun2, take place during the 23rd annual Billboard Latin Music Conference & Awards, presented by State Farm®, from April 23 to 26 at the JW Marriott Marquis Miami. Information about registration and the complete conference schedule can be found at www.BillboardLatinConference.com.
The finalists for the second annual Billboard Latin Music Marketing Awards are:
|Best Print Campaign:
||Name of Campaign
|1) Dr. Pepper
||Lopez Negrete Communications
||Pitbull//MR. 305/POLO GROUNDS/SONY
|2) Western Union
||Love in Any Language
||Daddy Yankee/ EL CARTEL RECORDS
|3) Grito Canalla
||Acuérdate de este Canalla
|Best Online or Social Campaign:
||Name of Campaign
||Chino y Nacho/UMLE
||Noches Latin Grammy
||Gocho, Alexis y Fido, Siete and Dj Candy Boy/VARIOUS
|3) Time Warner Cable
||Edelman, Castells & Asociados, Creative Artists Agency/UMLE
||El Reto Fast Five – The Time Warner Cable Hispanic Heritage Month Campaign
|Best Tour Sponsorship:
||Name of Campaign
|1) 5 Gum
||Cardenas Marketing Network
||5 Gum Camila Dejarte De Amar Tour
||Camila/SONY MUSIC LATIN
||MetroPCS/Huawei Present the Enrique Iglesias Euphoria Tour
|3) Post Honey Bunches of Oates- Jencarlos Canela
||Post Honey Bunches of Oats
||Jencarlos Canela/BULLS EYE
|Best TV Campaign:
||Name of Campaign
||Target Fall Campaign
||Ximena Sariñana, Koko, Pinker Tones & Plastics Revolution/Various
||Paulina Rubio AT&T Blackberry 4G Campaign
|3) Dr Pepper
||Lopez Negrete Communications
||Pitbull/Mr. 305/Polo Grounds/Sony Music
Advertising and marketing agencies, as well as record labels presented submissions of marketing, branding and sponsorship campaigns executed during the eligibility period of January 1, 2011 to December 31, 2011. The campaigns were judged by a panel of music industry experts in the areas of innovation, creativity, content and measurement. All finalist campaigns will be featured at the conference. Winners will be honored at the Billboard Latin Music Marketing Awards reception, and will be featured in Billboard Magazine and Billboard.biz, with a link to their campaign and website.
The conference will feature The Marketing Exchange Hosted by Telemundo and Mun2, a series of special panels that highlight today’s most relevant topics. Taking place on Tuesday April 24, The Marketing Exchange will feature exciting panels in the areas of: Reaching the new Latino, exploring how brands and agencies are targeting the “New” US Born Latino via music and music branded events AND FEATURING SPEAKERS LIKE GUSTAVO LOPEZ, UMLE’S EVP OF BRAND PARTNERSHIPS & DIGITAL AND Javier Farfan, Senior Director, Cultural Branding, PepsiCo.; Targeting Music a panel about the winning strategies from music mogul Emilio Estefan and Target VP of Entertainment John Butcher; Approaching Brands for your musical product, from sponsorships to experiential marketing, the ins and outs of connecting with brands and marketers for maximum benefit; Case Study: Walmart Presents Acceso Total, about tracking growth and results from a unique performance partnership between label, artist and retail; The Anheuser/Busch/Pitbull partnership: a case study; and culmination with the second annual Billboard Latin Music Marketing Awards.
To date, other confirmed participants at The Marketing Exchange include: Jorge Plasencia, Chairman/CEO, Republica; Carlos Munoz, Senior Vice President/Group Account Director, Globalhue; Lily Juliano, National Hispanic Segment Manager, Verizon Wireless; Rick Marroquin, Lifestyle Agent, CAA; Elena Sotomayor, VP Event Marketing/Ideation/Sales, Cardenas Marketing Network; Erica J. Moreira, Attorney, AMP Law, PLLC; Javier M. Delgado-Granados, Marketing Manager, Multicultural Manager, Walmart; Julio Vega, VP of Latin Purchasing, Sales and Marketing, Music, Movies and Books, Anderson Merchandisers; and Rudy Beltran, Marketing Director, Anheuser Busch; among others.
Artists also scheduled to participate in the conference include: Pitbull, Jenni Rivera, Emilio Estefan, Gerardo Ortiz, 3BallMTY, Chino & Nacho and Daddy Yankee, among others. The renowned conference features three days of provocative panel discussions, networking receptions, and exclusive access to events all week long, including the Billboard Bash –a pre-Billboard Latin Music Awards show celebration featuring performances by some of this year’s finalists, and The Billboard Latin Music Awards Presented by State Farm®– the longest running and most prestigious awards show in the Latin music industry. The awards show, produced and broadcast live by Telemundo on Thursday, April 26 at 8PM (7c), honors the biggest stars based on the Latin Billboard charts, and features performances by top artists across all genres of Latin music.
The Global, Socially Conscious Consumer [REPORT]
Around the world, companies have invested time, talent and treasure in social and environmental efforts for a range of complementary reasons. For many companies, cause marketing—the use of social and environmental efforts to build a brand and increase profits—has been a secondary if not primary motivation.
Cause marketing won’t work with all customer segments—some simply don’t care—but research suggests that there is a segment of socially conscious consumers that cause marketers should pay attention to. But who are these socially conscious consumers? What causes are most important to them? What’s the best way to reach them?
New findings from a Nielsen survey of more than 28,000 online respondents from 56 countries around the world provide fresh insights to help businesses better understand the right audience for cause marketers, which programs resonate most strongly with this audience, and what marketing methods may be most effective in reaching these consumers.
In the study, respondents were asked if they prefer to buy products and services from companies that implement programs that give back to society. Anticipating a positive response bias, respondents were also asked whether they would be willing to pay extra for those services. For the purposes of this study, Nielsen defines the “socially conscious consumer” as those who say they would be willing to pay the extra.
Two thirds (66%) of consumers around the world say they prefer to buy products and services from companies that have implemented programs to give back to society. That preference extends to other matters, too: they prefer to work for these companies (62%), and invest in these companies (59%). A smaller share, but still nearly half (46%) say they are willing to pay extra for products and services from these companies. These are the “socially conscious consumers,” as defined by and focused upon in this report.
Not All Causes are Equal in Consumers’ Eyes
There are innumerable worthy causes for brands to support, but effective cause marketing requires strategic prioritization. To maximize ROI on cause marketing efforts, companies need to identify the most relevant causes to their business. One component is the expectation consumers have of specific brands, but a more fundamental question is ‘which causes are most important to socially-conscious consumers?’
The survey results indicate that socially-conscious consumers care most about environmental sustainability. From a list of 18 causes that included the United Nations’ Millennium Development Goals as well as other prominent corporate social responsibility topics, 66 percent of socially conscious consumers identified environmental sustainability as a cause companies should support. This preference may be a byproduct of extensive efforts already underway by brands to “green” their portfolio and associate themselves with this cause.
Smarter Cause Marketing
Not all consumers expect companies to care about social responsibility, but those that do can be segmented and understood in ways that allow brands to engage in cause marketing that appeals to the right consumers, supports the right causes and engages the right marketing channels.
For more regional and country-level insights, download Nielsen’s Global Report on Corporate Citizenship.
SOURCE Nielsen Wire
The Making of My Multicultural Tookit
Some of you may have seen the advertisements recently run by Transitions Optical promoting “My Multicultural Toolkit” – our most comprehensive resource ever for eyecare professionals, made possible through the Transitions Cultural Connections™ program. The ads reach out to you from the patient’s perspective, sharing the story of a “typical” patient of a particular ethnicity and asking hard-hitting questions, like “Can I count on you to meet my needs?”
The stories of how this advertising campaign came to be and the naming of our multicultural initiative as “Cultural Connections” are actually intertwined, reflecting our growing realization of the power in acknowledging how aspects of patients’ lives that affect their perspectives – such as culture – can play an important role in how they view their eyecare experience and eyecare professionals.
Read the entire article at the Transitions Blog…
uSamp Launches Hispanic Panel For Ad Research
Reflecting the growing importance of the U.S. Hispanic marketplace to marketers and advertisers, the last few months have brought a flurry of activity in Hispanic consumer research. In the latest development, uSamp officially unveiled its proprietary Hispanic consumer research panel, which aims to help marketers reach this growing audience through both traditional and online media.
The uSamp Hispanic research panel consists of more than 100,000 Hispanic adults living in the U.S., recruited via online, mobile and social media, as well as a national campaign in traditional media. The company claims the panel is representative of the U.S. Hispanic population, which now numbers over 50 million, or 16% of the total U.S. population.
The panel is broken into market segments which distinguish, for example, between acculturated and unacculturated Hispanics, who vary in their degree of assimilation.
Panelists are rewarded for their participation, and may customize their account to specify language preference and the frequency of invitations to participate in particular surveys.
Two Hispanic research panels which leverage social media launched earlier this month. Tu Cuentas (which translates as “You Count,” but also “You Tell”), includes user-generated product reviews, moderated discussion forums and community polls of registered members, as well as Web cam interviews with individual members, allowing advertisers to uncover information about shopping behavior, brand preference, advertising likeability and product attributes.
Another online community, VozLatinum, has already attracted more than 80 corporate clients, including The Clorox Company, ConAgra Foods, Hallmark, and Nestle USA. Companies can conduct custom and targeted research activities in English and Spanish, including discussion forums, ad testing for both video and print, package testing, and attitudinal and behavioral research.
VozLatinum includes both English- and Spanish-speaking consumers, ranging across all levels of acculturation, geography, and demographic makeup.
Raul Alarcon Jr. to be Honored by American Cancer Society
Spanish Broadcasting System President and CEO Mr. Raul Alarcon Jr. will be honored at the American Cancer Society Annual Gala as the 2012 Gala Honoree for his continuous support to our community on Saturday April 21st, 2012 at the InterContinental Miami.
Mr. Raul Alarcon, Jr. joined in 1983 Spanish Broadcasting System, Inc (SBS) as an account executive and has been the President and director since October 1985 and Chief Executive Officer since June 1994. On November 2, 1999, Mr. Alarcon, Jr. became the Chairman of the board of directors and continues as the Chief Executive Officer and President. Currently, Mr. Alarcon, Jr. is responsible for the long-range strategic planning and operational matters and is instrumental in the acquisition and related financing of each of our stations. Mr. Alarcon, Jr. is the son of Pablo Raul Alarcon, Sr.
“To be recognized by the American Cancer Society is an honor which I would like to share with the millions of Hispanic entrepreneurs in America who are transforming our economy,” says Mr. Alarcon. “I am grateful and proud to represent the interests of the growing Hispanic business community around the nation.”
The charismatic President, CEO, and Chairman of Spanish Broadcasting System, Inc., which owns and operates 21 Spanish-Language radio stations in the top Latin markets in the United States, has continued to expand the company’s reach with the growth of SBS Entertainment and MegaTV. The prestigious award highlights Mr. Alarcon’s strategic vision of integrating radio, television, entertainment and online properties to seek out growth opportunities with a clear eye on capturing the U.S. Hispanic consumer.
Over seven-hundred influential leaders of Miami’s social and corporate communities are expected for a night of elegance, exquisite food, and live entertainment. Chairpersons for this year’s black-tie fundraiser are Lourdes and Felipe Valls of Valls Group and Co-Chairs are Madeleine and Pedro Munilla of MCM Corp. Marile and Jorge Luis Lopez of Jorge Luis Lopez Law Firm will serve as Honorary Co-Chairs. This year’s presenting sponsor is Florida Healthcare Plus.
State Farm Returns to Fiesta Atlanta 2012
For the sixth consecutive year, Lanza Group, LLC proudly announces State Farm as the Fiesta Atlanta 2012 insurance sponsor. The annual Cinco de Mayo celebration will take place at Centennial Olympic Park on Sunday May 6th, 2012.
Fiesta Atlanta 2012 enables State Farm to promote and strengthen the cultural values in the Latino community while celebrating with families, music, international food, and lots of fun! State Farm’s mission in the Latino community is to build safer and more educated communities.
Each year, State Farm’s staff hosts an informational booth and an open salsa dance floor for all attendees. State Farm makes it a priority to reach the Latino community and provide information that will help them manage their risks, both personally and in their businesses.
“Fiesta Atlanta is an amazing way for State Farm to connect with the growing Latino community in Atlanta. We are pleased to team up once again with such an excellent event, which not only connects us with thousands of people, but enables us to promote our mission to both the Latino and multicultural audience,” said Kari Butler, State Farm Marketing Analyst.
Ralph E. Herrera, President of Lanza Group, LLC stated, it is a pleasure to partner again this year with State Farm. Like a good neighbor, State Farm Insurance, not only provides service to the Latino community, but also the community at large.
Fiesta Atlanta is a free, daylong festival that features live Latin music on two stages with international, national and local recording artists. The family stage includes lively, colorful acts like Mexican folkloric dancers, clowns, musicians and storytellers. Artists will sell handmade traditional crafts and delicious Latin foods. The festival’s partners will provide samples of their products and interactive displays. For more information, visit www.FiestaAtlanta.com or “Like” Fiesta Atlanta on Facebook.