Ralph Santana on Brand Culturally Relevance

CMO Sees That as His Challenge and Opportunity
from Adage
It will take more than conventional marketing frameworks to unleash the full potential of the Samsung brand, Senior VP-CMO Ralph Santana explained at the ANA conference last week. "That's my role and that's the opportunity in front of me," he said. In order for the Samsung brand to be a "catalyst for growth," the marketer must work to "infuse cultural meaning into the brand," make it mean something to consumers, he said.

See the video after the jump.
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Lincoln MKX is for the powerful sisters

The new launch for the Lincoln MKX shows a powerful black woman making moves in her career and in her love life while sporting fancy new wheels. I guess these sort of narratives are still in vogue in black advertising. I'm certain it tested well with the demographic. I'd hoped they would mimic the general market campaign starring a Mad Men character. I can imagine Carla the house lady all gussied up as the lawyer driving past all the Betty Drapers of the world. Or that other phantom black woman character/playboy bunny they promised us. Well, at any rate, this Uniworld spot conveys the message of seamless style and technology... even without the lovely Carla (Deborah Lacey).

Carla (Deborah Lacey)



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Burrell Communications to automate media buying

By Laurie Sullivan @MediaPost.com 
Most marketers seem to understand automation tools streamline media buying, but not many embrace it. Do media buyers not realize automation squeezes out excess costs from the planning process similar to the way it eliminated costs from the manufacturing supply chain.

Automation enabled companies like Intel and Dell to reduce the cost of goods sold. The same thing will happen to the media buying process for paid search and display ads. Automation squeezes excess cost from processes. Media buyers who want to remove the fat from the media buying process will automate.

Burrell Communications wanted to automate the media buying process, so it began testing about three months ago Transis, an automated digital media buying and planning system from Centro, to support companies like American Airlines, Procter & Gamble, and General Mills. Transis organizes campaigns for ad agency teams and get buyers off of Excel, paper and FAX machines. It aims to eliminate the low value work done by buyers, so they can spent more time with clients and being more credit by giving them more time to think.

Automation tools are somewhat overdue, according to Don Moore, president at Burrell Digital. "Marketers understand it intellectually, but do they embrace it?" he says.
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First multicultural millennial study released by IMAGES USA, The Futures Company

From Target Market News(February 23, 2010) Millennials, those born between 1979 and 1993, are a generation of optimistic leaders, more concerned than previous generations about making a difference in the world they've inherited.  However, according to a new study released by IMAGES USA and The Futures Company  (formerly Yankelovich, Inc.), a closer look shows African- American and Hispanic millennials surpass their White peers regarding concerns with community involvement, and their ability to effect positive change in the world.

While the study, the first of its kind targeting the multicultural millennial, finds 81 percent of millennials feel the severity of world events are causing them to get more involved in effecting change in the world, African-American and Hispanic millennials are more motivated to make those changes than Whites of the same age. Taking a closer look the study shows African American (84%) Millennial males are more interested than White (58%) Millennial males in getting involved with their communities.

"Multicultural Millennials: The New Generation Coming of Age," based on data from The Futures Company's 2009 millennial poll of 2,500 consumers, explores the degrees to which multicultural millennials, also known as "Generation Y," differ from their White counterparts regarding community, the environment, economic issues, retention of cultural heritage, and consumer trends.

"Branding now involves more tangible involvement at a community level and commitment to making a difference," said Juan Pablo Quevedo, IMAGES USA Director of Marketing Research and Strategic Insight. "Ideas that help to solve real problems are the "new cool." They grew up at the speed of digital and are quick to hold brands accountable for immediacy of response."

To that point, as consumers, multicultural millennials are clear on their affinity for and loyalty to brands that support African-American and Hispanic communities and understand culturally relevant nuances and triggers. The majority of African American (88%) and Hispanic millennials (87%) agree that companies making a sincere effort to be a part of the Hispanic and African American communities deserve their loyalty. However, their enthusiasm is tempered by their belief that "very few brands and companies genuinely care about the state of my community."

"The multicultural millennial has a surprising and unique value system, and a different set of decision-making criteria around brand choices, said Ricki Fairley-Brown, IMAGES USA CMO. She continued, "As the Millennial Generation will soon eclipse the size of the Baby Boomers, this dynamic group of consumers will drive the future growth of brands.  Marketers would be remiss to not embrace them."

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GlobalHue awarded 'Multicultural Agency of the Decade' by Adweek magazine

(December 14, 2009)

lobalHue, the nation's largest minority-owned, full-service marketing communications agency, has been honored by AdWeek as "Multicultural Agency of the Decade." The AdWeek award was announced by the publication today.

Among the reasons for the award, as identified by AdWeek, are GlobalHue's consistent growth over the 10-year period, the agency's leadership throughout this decade as the only multicultural agency to offer fully integrated communication services across the three main ethnic segments, and its visionary evolution beyond traditional multicultural marketing to a broader definition and competency for the increasingly diverse Total U.S. Market.

"GlobalHue was selected as our multicultural agency of the decade because of their intelligent use of research to shape the agency and thereby serve clients better," said Mike Chapman, editor, AdWeek. "With memorable creative, consistent client accolades and a truly multicultural approach, GlobalHue was the clear choice."

"We are honored to be recognized by AdWeek for the success of our investments in growing the breadth of services across the three main U.S. ethnic markets," said Don Coleman, founder and CEO of GlobalHue. "Looking ahead, our multicultural markets are of even greater relevance to marketers as the U.S. continues to be increasingly diverse in demography and culture."


CONGRATS TO THE ENTIRE GLOBALHUE TEAM!!!







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We do ads for the Ch'uch!

This is an ad for Kairos community Church. The ad was created to attract new members and display the sense of community the church imparts.

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