Tag Archives: Press

Census Consensus: ‘Citizenship’ Would Be A Headache For Advertising, Media – MediaPost

March 28, 2018. MediaPost by Joe Mandase.- Obvious partisan political implications aside, the Trump White House’s push to add a “citizenship” question to the U.S. Census raises big issues for the world of marketing, advertising and media. Specifically, much of the industry’s most representative research is either based on or weighted to U.S. Census estimates of the size and composition of the population. If, as opponents fear, requiring people to state their citizenship creates a non-respondent bias among some people -- especially illegal aliens, or fearful legal aliens -- it will distort the representation of the population in the U.S. Census estimates and all the research benchmarked to it. ... Read More

Las Perspectivas Económicas del Mercado Multicultural Se Ven Muy Poderosas PRODU

Jan 16, 2018. PRODU.- Para Santiago Solutions Group, el panorama es alentador para el segmento multicultural en EE UU. “Los anunciantes de EE UU están rápidamente cambiando sus prioridades de crecimiento entre los segmentos multiculturales, especialmente tras la caída desde 2016 del segmento blanco no hispano. Las perspectivas económicas de 2018 para este mercado se ven muy poderosas” destacó la firma en un post. ... Read More

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 ... 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.

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The Promise And Reality Of ‘Total Market’ And How CMOs Need To Address It

Aug 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

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

Hispanics That Earn More Than $50,000 Are 40% of Hispanic Buying Power – La Prensa

May 19, 2014. Miami, FL. EFE Agency - USA.- Hispanics with income above $50, 000 per year represent 40% of this minority’s buying power. They like luxury goods and quality products, particularly those that approach them with a positive attitude, according to the AHAA and Nielsen. ... Read More

Upscale Latinos: A Renewed Outlook For High-End Marketers – PR Newswire

April 30, 2014. PRNewswire.- AHAA and Nielsen Release Results of Co-Authored Study at AHAA's Annual Conference. ast year, AHAA: The Voice of Hispanic Marketing and Nielsen identified Upscale Latinos as the most influential segment since the Baby Boomers. Today, at AHAA's Annual "Thinking Under the Influence" Conference in Miami, AHAA and Nielsen released a second study, "Upscale Latinos 2.0: A Renewed Outlook for High-End Marketers." ... Read More

Spanish Dominant* Hispanics Financial Optimism Soars in 2018

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Now nearly 6 in 10 Spanish Dominant Hispanics have an optimistic view about their finances over the next 12 months, […]

Census Consensus: ‘Citizenship’ Would Be A Headache For Advertising, Media – MediaPost

March 28, 2018. MediaPost by Joe Mandase.- Obvious partisan political implications aside, the Trump White House’s push to add a […]

Las Perspectivas Económicas del Mercado Multicultural Se Ven Muy Poderosas PRODU

Jan 16, 2018. PRODU.- Para Santiago Solutions Group, el panorama es alentador para el segmento multicultural en EE UU. “Los […]

2018 Multicultural Economy Outlook

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U.S. Marketers are quickly shifting growth priorities among multicultural (MC) segments, especially since the White Non-Hispanic (WNH) segment has been […]