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Top 5 Hispanic Advertising Agencies To Watch in 2018

 

As a Latino American, I've been inherently curious about how corporate American advertising has elected to throw lure into the increasingly more important pond of Hispanic consumers.  We've seen agency after agency fumble around in effort to balance being creative while being culturally sensitive and relevant.  The work takes a level of skill and the right creative chemistry and diversity.  I've made no secret of my adoration of the surprisingly few Hispanic advertising agencies that have managed to pull it off.  

I have made it a personal hobby to keep tabs on the movers and shakers in the industry.  In 2016, analysts predicted a 14%-17% rise in ad spending, however, many US companies have begun diverting dollars away from targeting Latino consumers for fear of offending Donald Trump's base according to Linda Lane Gonzalez, chairman of the Association of Hispanic Advertising Agencies.  Last year around this time, I shared my personal rankings but given how much has changed for Latinos in America following the volatile election last Fall, I thought it would be interesting to see the contrast.  Again, in honor of TV Upfront season, in no particular order, my top five Hispanic Advertising Agencies to watch. 

Juan Perez Comment
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Ad Agencies, Ethnic Marketing, Advertising, Agencies, Hispanic

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5 Questions Small Businesses Must Ask When Considering A Full Service Marketing Agency

When deciding to hire a full-service marketing agency, there a few things a small business owner must keep in mind.  First and foremost, they must clearly define their goal.  Are you looking for an Advertising Agency or more likely, a Full-Service Marketing Agency? 

The question itself begs another.  What is the difference?  Our friends over at Marketing Professionals concisely clarify advertising as “just one component, or subset, of marketing. Public relations, media planning, product pricing and distribution, sales strategy, customer support, market research and community involvement are all parts of comprehensive marketing efforts.”  So, a full-service marketing agency is one that can deliver all of those components for a customer. 

Who needs a Marketing Agency? 

Before we answer that, lets discuss who doesn’t. Many larger brands elect to have their marketing farmed out to a series of specialist.  They’ll hire one agency to do their public relations and another to do their advertising, (maybe even several, depending on the complexity of message and demographics.)  Marketing has become very specialized.  A single brand could be doing business simultaneously with dozens of agencies. 

While marketing is an activity that every business should be investing in, for some growing businesses hiring an agency may be premature.  Here are a few questions, the small business owner should ask themselves before hiring an agency. 

Juan Perez Comment
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Small Business, Agencies, Business Marketing

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My Top 5 Hispanic Advertising Agencies To Watch


As American media continues its mad scramble to service its ever tanning audience, one would assumed the role of the Hispanic advertising agency is expanding. As an organization that often plays in this sandbox, I admire the work of the surprising few players that have differentiated themselves in this space.  Yes, I said few.

Juan Perez Comment
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Ad Agencies, Ethnic Marketing, Advertising, Agencies, Hispanic

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Coach Em Up

Are you familiar with the term “Coach em up”, it’s often used in sports to describe a team who despite not having the talent level of other teams have achieved a respectable level of success because the coach was able to inspire these lesser talents to play the game better than they’ve ever played before . Usually on teams like this you’ll have one maybe two star players which said team has paid a handsome ransom , leaving little to no money left for the supporting staff which as a whole are as if not more important than the star player(s).

 

Every once in a while a coach is put in this type of situation and he’s able to  “Coach em up”  and have a winning and sometimes dream season. The most recent example of this is probably Virginia Commonwealth University head basketball coach Shaka Smart (Yes Shaka is his real name) who coached his team superbly and even though they were literally the last team to make the NCAA tournament of 68 teams the VCU Rams made it all the way to the coveted Final Four, a place usually reserved for the likes of North Carolina, Duke, and Kentucky.

But coaching a team up is usually the exception not the rule. Take another example the New York Knicks. The Knicks started this past season with one star player Amare Stoudemire and had a really good supporting cast, at the beginning of the season they struggled a bit but about a third of the way through really began to hit their stride winning 14 of 15 games at one point with Stoudemire averaging more than 30 points per game. A little more than half way through the season Knicks management decides to trade almost all of its key role players to get one more superstar Carmelo Anthony.  From that point the Knicks were very inconsistent lacking cohesiveness and while the 2 superstars flourished the supporting cast was so weak that the season ended with the Knicks being swept in the first round by the Boston Celtics a team with superstars and a great supporting cast.

We often see this “Coach em up” mentality in the world of media planning and buying. Clients often have their budgets squandered on one or two “superstar” media choices whether it be a massive TV campaign, glossy full page magazine ads extensive OOH efforts , or a robust digital campaign. Buyers and Planners will pour a ton of time, money and effort into these choices and completely neglect the supporting cast, the media that is going to reinforce the clients’ message and reach those that aren’t readily available through your “superstar” buys. You also have to take into account the changing demographics especially in top markets and that these emerging audiences or “The New General Market” are consuming media messages in an entirely different way than before.

What typically happens when agencies and in house marketing people take the “Coach em up” mentality when it comes to their ad campaigns and media choices? They get swept! Twelve weeks millions of dollars spent and the needle hasn’t moved one bit, the client is pissed  and the agency is called in for a review and often times ends up losing that piece of business.

You often hear in sports that what makes a superstar great is that he/she makes the other people on the team better with their raised level of play. In media buying and planning it’s the exact opposite the supporting media buys are what make your superstar buys and overall campaign better, reinforcing that message to the clients audience and doing what’s considered dirty work catching those consumers who are elusive slipping through the cracks. This is equivalent to the player who off the bench has 15pts. 10 rebounds 5 assists, and 3 block shots, the Robert Horry’s of media world who aren’t the most important piece but with them you’re not making it to the next round or winning a championship.

 @vpgutzmore

Daniel Gutzmore Comment
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Amare Stoudemire, Basketball, Media, VCU, Shaka Smart, Advertising, NY Knicks, Robert Horry, Agencies, Carmelo Anthony, Census, NBA

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