The brave new world of Hispanic advertising…

August 20th, 2009

Posted by Jose Villa

1 Comment »

I’ve been preaching for a while that the old, closed brand management model based on awareness, reach and frequency is dead.

The shift to all things digital is rapidly changing the advertising business to a new paradigm – based on open brand stewardship, insights, impact and most of all ENGAGEMENT.

This same shift is taking place in the Hispanic advertising world. I just wrote an article for MediaPost looking more closely at this big change in how we develop advertising programs aimed at Hispanics. What do you think?

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Comments
  • Hey, online marketers! Embrace the GRP! « Think Multicultural says:
    June 18, 2010 at 3:01 pm

    [...] There is always a lot of debate in interactive advertising about metrics. Do clicks matter? What is engagement? What’s an impression really worth? But the biggest debate by far is whether to use traditional advertising metrics such as reach, frequency, and GRP. Even here at ThinkMulticultural, we’ve been “preaching for a while that the old, closed brand management model based on awareness, reach and freq…” [...]

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