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  • ANA’s New Alliance Helps Step Up Game in Multicultural Marketing –PORTADA Nov 11, 2017. Portada by Gretchen Gardner.- A year ago the Association for National Advertisers took an important step in encouraging the industry’s progress when it established the Alliance for Inclusive and Multicultural Marketing to establish a “powerful, unified voice for the advancement of multicultural marketing.” A year later, the group is working cooperatively, transparently, and methodically to set the ground works for a marketing industry that better reflects today’s diverse audiences. ...Read More
  • AIMM Announces 2018 Multicultural Marketing Priorities – HispanicAd.com Nov 11, 2017. HispanicAd.com.- The ANA Alliance for Inclusive & Multicultural Marketing (AIMM) today announced a set of key priorities for the coming year that are specifically designed to help marketers increase their focus on multicultural marketing to help drive overall corporate growth. The announcement was made at the 2017 Multicultural Marketing & Diversity Conference of the ANA (Association for National Advertisers), which founded the AIMM in October 2016 to create a powerful, unified voice that elevates multicultural and inclusive marketing to promote business growth in an increasingly diverse marketplace. The AIMM is an outgrowth of the ANA Masters Circle, a community of chief marketing officers who have developed a 12-point action plan to galvanize the CMO community and drive growth. One of those points focuses on inclusiveness, diversity, and multicultural marketing. The AIMM’s key priorities were established over the past year in a series of meetings among the nation’s top marketers, ... ...Read More
  • Covered California Eyes Latinos for Upcoming Enrollment Period – NPR, The California Report October 27, 2017. KQED News by April Dembosky.- Starting next week, Americans will again be able to shop for health plans under the Affordable Care Act. But a lot of people don’t know that, because the Trump administration slashed the program’s marketing budget. In California, our state-run the marketplace plans to pick up the slack and will focus in particular on wooing Latino consumers. But, it’s going to be a hard sell. Carlos Santiago is president and chief strategist at Santiago Solutions Group, a research consulting firm. He fears that message could be too simple. “To convince someone that was uninsured to get it for the first time, obviously that message is not going to work, especially not this year,” he says. Plus, Santiago continues, the belief that illness won’t happen to you is entrenched in Latino culture. ...Read More
  • ANA’s Latest Initiative: Elevating Multicultural Marketing Aug 18, 2018. Advertising Age by Rochelle Newman-Carrasco.- Charter members of the Association of National Advertisers’ Alliance for Inclusive and Multicultural Marketing recently met in New York for the first all-committee gathering since the group officially kicked off earlier this year. A who’s who of CMOs and senior-level marketers, AIMM has also brought agency, media and trade association leadership to the table, many with specializations in black, Hispanic, Asian and LGBTQ marketing, myself among them. Diverse, by design, it is evident that the Alliance is unified by a commitment to reverse a “flattening in the time and attention the marketing community is giving multicultural marketing,” as ANA CEO Bob Liodice put it. ...Read More
  • AHAA Tackles Hispanic Measurement and Modeling Gaps to Improve ROI – HispanicAd.com Oct 15, 2016. HispanicAd.com.- “Media consumption alternatives have exploded at the same time that the Hispanic segment has become the largest source of growth for brands in the U.S. For years, only best-in-class companies with advanced knowledge had the capabilities to adjust TV/digital ratings & sales data currencies. AHAA has sought to update and normalize the availability and use of precise data so all marketers can design as effective efforts as possible. We believe that by evolving data collection sampling and models we will have a huge impact for everyone racing to deliver effective growth.” ...Read More
  • ANA Forms Alliance for Inclusive & Multicultural Marketing – ShootonLine.com Oct 10, 2016. ShootonLine.com.- The ANA (Association of National Advertisers) has announced the formation of a new, wide ranging alliance designed to create a powerful, unified voice for the advancement of multicultural marketing. The initiative is called the Alliance for Inclusive & Multicultural Marketing (AIMM). Its goal is to bring together senior thought leaders from the African-American, Hispanic, Asian, LGBT and general market communities to create a united blueprint for the evolution of multicultural and diverse-segment marketing in America. ...Read More
  • The Promise And Reality Of ‘Total Market’ And How CMOs Need To Address It forbesAug 23, 2016 by Pepper Miller.- Total Market strategy is defined by the Association of Hispanic Advertising Agencies as “a marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations. ...Read More
  • The Outlook for Hispanic Advertising: Rosy –Media Life Magazine MediaLifeDec 15, 2015 by MediaLife Hispanic.- Next year will be a strong one for Hispanic ad spending, with the Olympics and the presidential election, yet there’s still more money that should be funneled into Hispanic media that’s not. In part that’s because advertisers remain confused about the best way to reach Hispanics, including whether to use English- or Spanish-language media. ...Read More
  • Focus on Hispanic Market May Pay Off – Insurance & Investment Journal November 18, 2015.- The Insurance & Investment Journal by Mathieu Carbasse. According to the AHAA study, financial services companies and insurers that target the Hispanic market with their publicity campaigns see a higher rate of growth in their sales revenues. “This information is convincing, the data reveals that the Hispanic market can be a decisive factor in business success” said Carlos Santiago, president of the AHHA research committee and CEO of Santiago Solutions Group. “Insurance companies and financial services want to win not only some market share among their competitors, they also want to provide growth and stability for their investors, which is why investing in Hispanic marketing is a clear strategy to reach both objectives”. ...Read More
  • Hispanic ad spend boasts higher ROI than English-language placements: AHAA – Luxury Daily November 17, 2015.- Luxury Daily by Forrest Cardamenis. Spanish-language advertisements contribute more to the growth of the automotive sector than English-language ads, according to a new report by the Association of Hispanic Advertising Agencies. To achieve a nine-percentage-point growth in total market annual revenue, only five points of ad spend need to be reallocated from English to Hispanic media. The results suggest that the Hispanic market may be underserved and is a good target for automakers looking to grow. ...Read More
  • Boosting Hispanic Advertising Leads To Sales Spurt For CPG, Retail Brands – MediaPost MediaPostJuly 28, 2015. MediaPost Agency Daily by Steve McClellan.- Consumer packaged goods and retail marketers are seeing a direct correlation between revenue growth and Hispanic media investment, according to a new report from AHAA: The Voice of Hispanic Marketing. CPG and retail companies among the top 500 U.S. advertisers increased their Hispanic media spend by 67% percent during 2010 to 2014 versus the prior four-year period. Hispanic spending overall was up 20% during the same period. ...Read More
  • Hispanic Buying Power 2015: What Donald Trump Mexican Controversy Tells Us About Latino Consumers – IBT MacysBigJuly 2, 2015. International Business Times by Sarah Berger.- In the wake of Trump’s derogatory comments about Mexican immigrants, Macy’s cut ties Wednesday with the business titan and 2016 presidential contender. The department store said they would no longer carry Trump’s menswear collection, which featured shirts, ties and watches. Macy’s is not alone: NBCUniversal, Univision, mattress maker Serta and other companies have also cut ties with Trump in recent days after he called Mexicans crossing the U.S. border drug dealers and “rapists.” ...Read More
  • SSG Comments On Univision Cutting Ties With Trump – NPR trumpJune 25, 2015. NPR by Greg Allen.- Following comments Donald Trump made about Mexican immigrants during his presidential announcement last week, Univision, the nation’s largest Spanish-language TV network, has announced it is cutting ties with Trump and dropping plans to broadcast the Miss Universe Pageant. ...Read More
  • Hispanic Targeted Ad Spend Increased by 63% since 2010 Light Bulb-CoverApril 29, 2015 Fairfax, VA. PRNewswire-USNewswire.- The top 500 U.S. marketers are allocating about 8.4 percent of their overall ad spend to Hispanic dedicated efforts, this is up from 5.5 percent in 2010, according to a new report from AHAA: the voice of Hispanic marketing. Over the past five years, the top 500 advertisers boosted their spending in Hispanic targeted media by 63 percent or $2.7 billion from $4.3 billion in 2010 to $7.1 billion. The top 500 advertisers boosted their average spending from $9 million in Hispanic targeted media in 2010 to $14 million now. ...Read More
  • Hispanic Ad Spend Soars – Inside Radio April 29, 2015. Inside Radio.- The biggest marketers are allocating more dollars to reach U.S. Hispanics. A new analysis shows over the past five years they’ve increased their Latino-targeted media spending by 63% as total spending has grown from $4.3 billion in 2010 to $7.1 billion. ...Read More
  • ‘Upscale Latinos’ Contribute 40 Percent of Hispanics’ Trillion Dollar Spending Power, Says Report – Latin Post April 30, 2014. LATIN POST by Michael Oleaga. AHAA & Nielsen identified “Upscale Latinos” as the most influential segment in the United States. They revealed its second study titled “Upscale Latinos 2.0: A Renewed Outlook for High-End Marketers,” which found 40 percent of the “Upscale Latinos” contribute to the $1.5 trillion spending power by Hispanics. ...Read More
  • GfK Adds Health-Related Attitudinal Targeting October 15, 2014. RESEARCH by Bronwen Morgan. US — GfK MRI and Santiago Solutions Group are partnering to allow consumers to be targeted based on ‘wellness-related attitudes and behaviors’. SSG Wellness Spectrum has used a number of factors to assign a “wellness score” to 150,000 consumers in the GfK MRI database. The theory is that these factors will allow marketers to understand their customers’ levels of “wellness receptivity” in order to adapt growth strategies. ...Read More
  • AHAA Leads Industry to Improve Hispanic ROI – PR Newswire November 20, 2014. Fairfax, VA. PR Newswire.- An industry-wide initiative, led by the trade group AHAA: The Voice of Hispanic Marketing, seeks to get more granular into advertisers ROI measures of the Hispanic market. A new study, Refining Hispanic ROI, released today by AHAA finds that the rapid shifts in the Hispanic market coupled with the emergence of the Total Market Approach, demand that sales data and television measurement methods evolve or new models emerge to give marketers an accurate read on their Hispanic ROI. ...Read More
  • Santiago Solutions Group, GfK MRI Partner To Enable Precise Targeting of Consumers by Health Attitudes, Behaviors – Business Wire Business WireOctober 13, 2014. New York – Business Wire .- As mainstream US consumers increasingly embrace the notion of healthy living, GfK MRI and Santiago Solutions Group are partnering to help marketers make the most of this trend, allowing them to target customers according to their wellness-related attitudes and behaviors. ...Read More
  • AHAA Leads Marketing Coalition In Defining Total Market – ANA ana-logoSeptember 2, 2014. Fairfax, VA. ANA.- “Our consensus is that a Total Market Approach (TMA) must feature a carefully crafted cross-cultural message, based on a universal truth relevant to the main segments of brand growth.” clarified AHAA Research Chair/Santiago Solutions Group Chief Strategist, Carlos Santiago. “To optimize effective growth, however, marketers also need dedicated segment strategies that create relevance and address distinct belief systems and triggers.” ...Read More

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2016: A Premature Tipping Point in US Growth

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This past year marked a turning point for the White Non-Hispanic population which declined for the first time ever, 10 […]

ANA’s New Alliance Helps Step Up Game in Multicultural Marketing –PORTADA

Nov 11, 2017. Portada by Gretchen Gardner.- A year ago the Association for National Advertisers took an important step in […]

AIMM Announces 2018 Multicultural Marketing Priorities – HispanicAd.com

Nov 11, 2017. HispanicAd.com.- The ANA Alliance for Inclusive & Multicultural Marketing (AIMM) today announced a set of key priorities […]

Covered California Eyes Latinos for Upcoming Enrollment Period – NPR, The California Report

October 27, 2017. KQED News by April Dembosky.- Starting next week, Americans will again be able to shop for health […]