Marketers are increasingly turning to social media to reach consumers, with 63 percent already allocating dollars to this "new media," reveals a study from the Pivot Conference. ...

The agency consolidation trend, say executives on both sides of the aisle, is worrisome and they caution that taking the most cost-effective route may not be the best option for a client. ...

Why have the internet, mobile media and social media become so attractive for Hispanics? As Latinos media consumption habits expand advertisers have more options to connect with this coveted consumer base. ...

Marketers and general market agencies are now realizing the importance of the Hispanic consumer. But misconceptions abound. When I joined Zubi in 1990, I heard the same story: you don't need to reach Hispanics in Spanish because they'll speak English soon ...

If applied correctly, some of the lessons learned by the Kraft Singles' team could benefit other brands that are contemplating a dive into the Hispanic market or that are anticipating results from recently-launched efforts. The key piece of advice: commit ...

Moving beyond scattered media buys, Levi's will document five Latinos' travels along the Pan American Highway, creating a series that will air on Discovery en Español. The project picks up on the brand's pioneering spirit and its "Go Forth" message. ...

Executives at impreMedia are transforming the company from a print-dependent one to a media company that provides content across a variety of outlets. ImpreMedia's new strategy puts the focus on three areas - digital, content and marketing. ...

Whereas a couple of years ago online and mobile media were considered complementary to a media buy targeting U.S. Latinos, today they are clearly commanding more attention from advertisers. ...

There is no simple way to target the Hispanic population, and that, as with targeting any foreign market, the key is to produce a localized strategy which understands ways in which the internet is used among Latinos. ...

A new report from interactive television advertising firm BrightLine iTV reveals that Latinos are an untapped "super consumer" force. The results show Hispanics have a greater propensity to engage interactive television advertising than do non-Latinos. ...

Acculturation isn't much of a factor when drivers of optimism and pessimism are examined, reveals a survey conducted by Globalhue. Executives from the multicultural ad shop share their insight in A Conversation With. ...

The IAB's newly-formed Multicultural Council will focus on key issues that impact marketing and advertising within the multicultural marketplace with the goal of helping advertisers use interactive media to reach Latinos. ...

GfK's "Survey of the American Consumer" is now available as part of the Geoscape Intelligence System, which includes the Hispanicity platform. The partnership offers a broader scope of data about Latinos' behavior and consumption patterns. ...

The launch of Ketel One Oranje included activations and tastings in New York and Miami. The product, say executives, is a good fit with Hispanics tastes for super-premium liquors. ...

When Olive Garden sought to make Hispanics aware of its Culinary Institute in Tuscany, they wanted more than a 30-second television spot or a magazine spread. From the outset, the team at Zubi Advertising identified a branded integration effort ...