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Allstate Kicks Off Sueño MLS 2012; Q&A With Karen Uhler, Marketing Director of Sponsorships – Portada

March 26, 2012. Portada.- Allstate Corp. is not only one of the nation’s top 25 largest advertisers in Hispanic media, according to Advertising Age’s, Hispanic Fact Pack 2011. The insurer has also joined the “Best-in-class” group of companies for allocating over 14.2 percent of its marketing budget in Hispanic Media, per a comprehensive study conducted by Santiago Solutions Group and released by the Association of Hispanic Advertising Agencies (AHAA.) ... Read More

Increased Spending on Hispanic Ads Boosts Marketers’ Revenue, AHAA Survey Says – Advertising Age

October 14, 2011. - Marketers who spend heavily on Hispanic media are seeing their revenue grow faster than those that don't, according to a new analysis by the Association of Hispanic Advertising Agencies. For advertisers who allocated 14.2%--the percentage of adults who are Hispanic in the U.S.—or more of their ad budgets to Hispanic marketing, that Hispanic allocation explains about half of the variance in their revenue growth over the last five years, the study found ( ... Read More

Spanish Language Contact Center Solutions Continue to Grow In Importance to U.S. Consumers – TMC News

July 8, 2011. By David Sims, TMC News.- The Hispanic population in the United States is growing rapidly, So is your company doing everything it can to adequately serve your Hispanic customers by offering Spanish language contact center solutions for them? ... Read More

Ethnicity Highly Influential to 1st Gen Hispanics’ Brand Decisions – Marketing Charts

March 30, 2012.- Ethnicity plays a vital role in influencing the brand decisions of 1st generation Hispanic Americans, although it has a much lesser role among later-generation Hispanics, finds Yahoo! Insights [pdf] in a March 2012 report. 70% of 1st generation Hispanics say they notice products and brands that make the effort to reach their ethnicity through advertising, while more than 3 in 5 are more likely to try such a product or brand, and be more trusting of it. This compares to 40% of later-generation Hispanics who notice products and brands blending ethnicity into their advertising, and less than one-third who are more likely to try that product or brand, and be more trusting of it. The report notes per US Census Bureau data, 41% of Hispanics are 1st generation, 29% are 2nd generation, and 31% are 3rd generation or later. ... Read More

Translating Hispanic Marketing into Shareholder Value – Contacto Business News

With shareholders demanding higher and better returns, companies are examining all facets of their strategy to see what delivers. A new study released by Santiago Solutions Group (SSG), found that companies might want to take a harder look at their Hispanic marketing strategy to see how it translates into bottom-line profitability. ... Read More

Study: Hispanics View Racism at Center of Immigration Debate – POLITICO

July 14, 2010. A 30% plurality of Hispanics living in the U.S. view racism at the heart of the immigration reform debate, according to polling data released Wednesday by Latino advocacy groups. ... Read More

Hispanic Marketing Investment Trends 2009 – AHAA

Association of Hispanic Advertising Agencies - Santiago ROI helps in the analysis of tracking the Hispanic advertising investments of top 500 advertisers by category. ... Read More


Fortune 500 construction manufacturer USG-Sheetrock contracted Santiago Solutions Group to develop a 3-Year Hispanic Strategic Marketing Plan.We began by evaluating: Current GM marketing plans Existing primary and secondary research Client sales data Santiago Solutions Group ... Read More

Pernod Ricard USA

Premium spirits and wine company, Pernod Ricard USA (PRUSA), engaged Santiago ROI to analyze current and project potential Hispanic market share for their brand portfolio. We began by conducting field research in emerging and key markets. ... Read More

AdAge: Super Bowl Advertisers Fell Short on Key Diversity and Inclusion Measures, Analysis Shows


The ads got particularly bad scores when it comes to ‘cultural relevance,’ especially from Hispanic audiences, according to a new […]

ANA/AIMM Commitment to Systemic Change in Marketing

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At ANA and AIMM, we strongly believe that every person — regardless of race, ethnicity, sexual orientation, gender identity, ability, […]



CIIM makes a direct correlation between culture and business performance such as enhance brand perception, increased ad effectiveness, and lift […]

CIIM Programming Insights – INFOGRAPHIC

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Cultural Insight Impact Measure is the industry leading metric that validates the impact and effectiveness of cultural insights in ads […]