Copacino Fujikado co-founder Jim Copacino explores how five advertising "truisms" have been debunked during his 40-plus years in the business. "[T]he industry, led by its young innovators, has succeeded through the years by reinventing and rewriting the old rules of advertising, creating an environment wherein scrappy, nimble and opportunistic agencies can not only survive, but thrive," he writes.
BBDO New York has been selected by nonprofit AARP as its brand agency of record, replacing incumbent Grey New York, which will continue to manage social media and work with the AARP Foundation. "We are excited to work together to support this iconic brand and showcase it as the modern, life-planning resource that it is," says BBDO New York's Kirsten Flanik.
Beauty brands, such as Too Faced, Ulta Beauty and Fenty Skin are working with Latinx influencers for inclusivity in casting and campaigns. Babba Rivera, a marketing agency founder, says Latinas are swayed by word-of-mouth and social media and "this demographic doesn't see themselves represented everywhere. In the few instances that they do, they tend to really pay attention and to trust."
Isaac Mizrahi, a member of the Culture Marketing Council board of directors, looks at how multiracial families factor into the minority-majority shift in the US. He talks with New American Dimension CEO David Morse about how marketers can move away from one-size-fits-all strategies to reach these demographics.
Hello Alice CEO Carolyn Rodz recently moderated a town hall discussion with We Are All Human's Claudia Romo Edelman, Mi Padrino's Kim Gamez and serial entrepreneur Beatriz Acevedo about ways to tap into the Hispanic market. Three takeaways from the event were that marketers should focus on validation, listen to the community and engage with them to maximize the potential of the group.
Canela.TV is a new streaming service for Hispanic viewers founded by Isabel Rafferty, who plans to innovate with original sports and news content. "The platform of Canela.TV allows [Hispanics] to learn and connect with their culture from the comfort of their home," she says.
Tastemade's new Spanish-language streaming channel on Roku -- Tastemade en Espanol -- will focus on lifestyle programming. The free, ad-supported channel, coming soon to VIZIO SmartCast and XUMO, will incorporate content from the Tastemade Espanol brand, which has been around since 2016.
Hulu, with in-house unit GreenHouse and event shop Agenc, is running a "Huluween" drive-in movie experience in Los Angeles from Oct. 22 to 25 that will include a drive along a haunted road, "scare packages," photo experiences and Halloween-themed films. A digital "Screamlands" experience will enable fans unable to attend the in-person event to virtually tour haunted rooms and interact with content.
Research by Comcast's Effectv indicates running an ad on digital and linear TV channels boosts brand awareness, affinity and engagement and columnist Wayne Friedman contends it also increases brand legitimacy. "This study proves the memory effects of digital video are enhanced with the brand-building power of TV," the ad sales study reports.
Pernod Ricard USA created a "Vote First, Drink Second" push for Absolut featuring the brand's first TV spot in three years, which will debut tonight ahead of the first presidential debate. The campaign is also running across social, out-of-home and digital with messaging such as "Drinking Can Wait. Your Vote Can't" and "Your Vote Can Shake or Stir the Election."