The changing agency landscape and what it means for convergence

Sean Duffy, founder of the Duffy Agency and president of TAAN Europe, wrote a great article for Talent Zoo yesterday about the changing advertising agency landscape, and it’s actually a topic we’ve been discussing more and more at SJG also. Inspired by conversations during the San Jose Network’s annual conference the other week, Sean talks about the multitude of specialized agencies likely to work on any given account, and how that can lead to little, if any, accountability. I wanted to also add some thoughts to a couple of the points Sean brought up. Convergence of specialized services It’s interesting that Sean uses the word converge to talk about how specialized agencies might come together under one lead agency (if there were an advertising agency equipped for that role). At SJG, convergence has been the word of the year, and we’re hoping to evolve our traditional integrated marketing communications model to accomodate the idea. That means trying to eliminate the traditional silos that exist between advertising, consulting, public relations, media and creative, and bringing together the teams that need to be working more closely together. From the PR perspective, this might include: Closer collaboration between media and public relations. We’re starting to think of these divisions as channel strategy and persuasive content to more accurately describe what they do, and in the evolving social media/digital world, it makes sense for the two to go hand in hand. As distributed content experiences gain popularity, the close connection between channel and content will require these teams to work together better. Content creation by public relations and creative teams. With a greater variety of online and offline platforms to choose from, the partnership between public relations/communications teams and creative teams seems natural. Now more than ever, clients can benefit from a hybrid of promotional/advertising content and editorial-focused communications. Independent agencies We may be biased, but SJG believes strongly in the power of the entrepreneurial spirit and flexibility independent agencies have. That is, after all, why we founded the...

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Channel strategy for the Nueva Latina

For channel strategists, the Nueva Latina is a challenging (yet exciting!) demo to target because “she” cannot be characterized by one definition. Depending on language and content preference, selecting media vehicles to best reach her can be tricky. Sixty percent of this Nueva Latina segment prefer to consume media in English. That being said, generally there are two types of content for her to consume: content that is culturally relevant in English, and content that would be considered “general market programming,” like American Idol for example. Culturally Relevant English-Language Content For the 60% of Nueva Latinas that prefer to consume media in English, culturally relevant content is available and the selection is growing; however, it is still relatively limited. Below are a few of the most popular English-language media channels consumed by the Nueva Latina. Latina, an English-written magazine that is completely focused on the lifestyle of today’s acculturated Hispanic woman. It is a premier source for Latino celebrity gossip, fashion trends, beauty secrets for Latina skin tones, food, health, careers, money & more. SiTV, a Latino-themed cable network with English programming that reflects and embraces the lives of bicultural Latinos. SiTV programming is comprised of 70% original content, including the first-ever Latina modeling competition series and a very popular reality series, Elle & Tito: The Married Life. MTV TR3S is an extension of MTV that blends Latin & American music, culture, and the Spanish and English languages. Mun2, bilingual programming targeting young U.S. Latinos. “General Market” Programming English-language TV programming that is not as culturally relevant to the Nueva Latina lifestyle, but included in her list of favorites includes American Idol, Grey’s Anatomy, Dancing with the Stars and Desperate Housewives.  However, in this “general market” programming, we are seeing more and more Latinas landing lead roles such as Eva Longoria on Desperate Housewives, Sofia Vergara on Modern Family and Sara Ramirez on Grey’s Anatomy. As far as the online arena goes, sites visited by bicultural/bilingual Latina women that fall near the top of the list include Google, Yahoo!, Facebook, Fox,...

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Spotlight on Latina bloggers

We recently looked at Sophia Mind’s study on Latinas and their use of social networks. While that post focused on a general lack of relevant online content and sense of community for this segment, I wanted to take a moment and spotlight some of the Latina bloggers that are indeed developing some very cool content! This is an exciting, growing area to look at, especially since the study mentions that blogs and recommendations by people they trust are more important to Latina consumers than ads or pitches by salespeople at the moment of purchase. Here are some of the blogs I like, based on their frequency of posts, level of interaction and originality of content: Mamá Contemporánea: A very stylish blog for the “domestic diva,” this site posts regularly, has tons of cool giveaways and gets its readers to comment & interact. The Tiki Tiki Blog: Featuring stories with cultura, color y sabor, this blog’s posts are mostly in English, but span topics from news and pop culture to recipes and reflection. The Cheap Chica’s Guide to Style: Penned by a fashion & style expert Lilliana Vazquez, this stylish site features the latest fashion trends. Taza de Chocolate: I love this blog’s focus on cooking traditional Mexican recipes, and the photos make posts extremely easy to follow, even for a novice chef like me! Modern Mami: Parenting blog, with especially great posts for working moms. Spanglish Baby: Great resource for parents raising bilingual kids. Bonus features include forums and weekly “Ask an expert” posts. Lali Amora: Blogger dedicated to beauty, especially sharing make-up tips with plenty of photos! There are also some great Latino blog directories as the list continues to grow: HispanicPRBlog does a nice spotlight on Latino bloggers pretty regularly. Blogs by Latinas is a directory you can browse or add your site to. Blogadera is a great blog network and directory for “content curators” This is just a very select few from a growing blogosphere. What’s your favorite Latina...

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