A lot of turbulent rhetoric surrounds US Hispanics, particularly immigrants, but Hector Tobar writes that in places like Wilder, Idaho, the Hispanic population has made a positive influence -- and they say white neighbors agree. He describes the changing landscape of Hispanics in the US, with the country on track to becoming a "minority majority" by mid-century, and how everything from farming to politics will continue to be affected.
As part of its "Be an Outsider" campaign, L.L.Bean is encouraging employees to work from an outdoor co-working space in Madison Square Park on Thursday. The experience will be replicated in several American cities, as "studies show that being outside boosts productivity, creativity and reduces stress," says Alicia Durfee, vice president at Jack Morton, the agency behind the campaign.
The American Red Cross is raising awareness of the need for more donors by partnering with a host of brands that are dropping the letters A, B and O from their logos and marketing messaging to highlight the blood types urgently needed. Adobe, Domino's, IBM, Oreo and Google are among brands taking part in the "Missing Types" campaign, celebrities such as Olivia Newton-John and Kendall Jenner are campaigning on social, and the San Francisco Giants and New York Yankees are promoting the push at games.
While Maybelline focuses on social media as part of its marketing efforts, the brand also manages offline channels focusing on its products. Brad Fay, chief commercial officer of Engagement Labs, reports this strategy is one other brands should emulate: "The brand has built on a solid understanding of what motivates its customers to talk. Most importantly, it optimizes every marketing touchpoint to activate consumer conversations both offline and online."
WPP's GroupM predicts that global advertising growth will reach 4.5% this year and 3.9% in 2019. Ninety-five percent of the anticipated 2018 growth is being attributed to digital, with 99% projected for 2019.
The speed and success of the student-led #NeverAgain movement not only demonstrates the abilities of young people but also their determination to tackle issues head on, and unless agencies address cultural problems like diversity, they will struggle to attract the next generation, writes Nicola Kemp. Agency executives discuss the necessity and benefits of engaging young creatives, with Interbrand's Rick Sellars explaining, "There is a real hunger to go beyond their comfort zone and do more both within their own industry and for clients."
Andre Gustavo has been appointed as group brand director at Wieden+Kennedy and will manage Nike's global account. Gustavo's former role as managing director of W+K Sao Paulo will be taken over by Fernanda Antonelli, formerly of mcgarrybowen Brasil.
The Culture Marketing Council has awarded Rising Stars Awards to Gabriel Ferrer, associate creative director at Alma; Anita Handson, account director at Captura Group; and Marisol Pelaez, director of public relations at CoNecs North America. "The Rising Stars Awards are a way for our industry to recognize young leaders who are making a significant impact through their commitment to the industry" said CMC Chair Isaac Mizrahi.
Rick Gomez, Target's chief marketing officer, said recently that Hispanics in the US represent the world's seventh-largest economy and that companies that ignore them do so at their own peril. "Hispanics spend some $2 billion on domestic products, they constitute the economy with the third-largest growth worldwide," he said, noting that the growth of Hispanics' use of domestic products is 70% higher than their peers'.
Young people, especially those from diverse backgrounds, are more likely to "break up" with brands for a variety of reasons. One way to hold on to them is to create culturally relevant content that features a diverse cast.