Erick Duvergé

Good article by my colleague Michael Roca for ADWEEK. Unfortunately, most advertisers can't distinguish between reaching the Hispanic consumer and connecting with the Hispanic consumer. That's why they seem satisfied when most of their media efforts reach Hispanics via spillover media buys targeted non-Hispanics, the famous (and failed) "total market" approach. Reorienting its media KPIs around Hispanic media plans is a great starting point for each client. This involves dissecting the GRPs, Reach, and Frequency to Hispanics, distinguishing between spillover from general market media efforts that come with a generic message and intentional targeting with culturally relevant messages. By doing so, agencies can tap into the immense potential of the Hispanic market.

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Save your spot to unlock never-before-shared data and insights about how we create authentic connections with Black Millennials and Gen Z. ⬇️ In this exclusive webinar, the Blavity team is showing you how to leverage social media, influencers, cultural relevance, and more to craft campaigns that truly resonate with the new majority. Register and share this with another purpose-driven marketer you think should attend: https://lnkd.in/gJnxVpi4 #DigitalMarketing #InfluencerMarketing #MulticulturalMarketing #GenZMarketing

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Winning with Culture! Group Black is your key to unlocking measurable brand growth. Let’s discuss how we can do it for you.

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🌟 Expanding Hispanic Community Propels U.S. Population Growth 🌟 📈 Why it matters: This growth presents a golden opportunity for brands and marketers. The vibrant and youthful Hispanic community is set to drive market trends and consumer behaviors. Embracing multicultural marketing strategies and culturally relevant messaging will be key to connecting with this influential segment and fostering engagement and loyalty. 🌎 Key Insights: Urban Growth: Cities like Philadelphia, Milwaukee, Salt Lake City, and Louisville saw Hispanic population increases that offset declines in non-Hispanic residents. Political Influence: Over one in four people under 18 in the U.S. are now Hispanic, setting the stage for significant political and economic influence in the coming years. Cultural Impact: The largest Hispanic group remains Mexican, but Venezuelans are growing the fastest due to ongoing instability in their home country. 📊 The Big Picture: As the Hispanic population grows, so does its cultural influence, impacting consumer preferences and market trends. Businesses that recognize and adapt to this dynamic will be better positioned for success.

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🚀 Exciting news! The Hispanic Market Guide 2024 is here! Every year, it delves into the vibrant and dynamic Hispanic market, and 2024 is no exception. The Hispanic Market Guide 2024 is now available to download, packed with fresh data. Thanks to the Hispanic Marketing Council Free Download here: https://lnkd.in/gM7isxjj #HispanicMarket #2024Guide #MarketingTrends #MarketStrategy #BrandGrowth #Hispanic #Hispanicmarketing

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Interesting article in Ad Age that caught my attention: "HISPANIC MARKETING COUNCIL CALLS OUT CMOS FOR ‘LATINO COATING’ IN NEW CAMPAIGN." The campaign stresses the importance of investing in authentic Hispanic marketing or risk jeopardizing your career. As a Latino marketing executive, I'm curious to hear thoughts from my LinkedIn network, especially those who are CMOs. Check it out and let's discuss! #HispanicMarketing #CMO #Authenticity

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Understanding your audience is one of the most intelligent and cost-effective strategies for improving your bottom line.  Check out Grant C. Gooding's quick breakdown of the 6 most commonly used market research methods, their strengths and weaknesses, and when they should be used. https://lnkd.in/gZvhdTZW #getproof #marketresearch #researchmethods #emotionalresearch #emotionaldata

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As you read Roberto Ruiz’s comments here... DO NOT miss the nuance. With all the buzz about #AI and tech, there's a critical conversation emerging around maintaining the “human element”. As everyone throws around #bigdata, don't forget the “#human element” is crucial to data science too! At Nielsen, we blend our 200K+ real human panel insights with big data to breathe life into big data. This is so important, especially when representing #diverse communities like #Hispanics. Our method does more than count numbers; it understands stories. This is how we bring the human element to #datascience and big data. #HumanizeBigData #apple

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A few months ago, during a brand team brainstorm in our ATL office, we came up with a concept for a new piece of thought leadership content: The Science of Loyalty. The goal was to uncover the underlying principles that drive loyal behaviors and provide marketers with tactical guidance and consumer behavioral insights that help them encourage repeat purchases from their customers. For the past few months, working with our partner Canvas8, I have been honored to lead the creation on this piece of work. And today I am so excited to share it with you all! The content includes: 🧪🧠 The Science of Loyalty: A report based on interviews with Richard Shotton, Bri Williams, Cyrus McCandless, and Line-Ariel (L.A) Bretous that features "The Loyalty Wheel", a proprietary framework made up of 4 neurobiological principles—reward, memory, emotion, and social interaction. 📩 The Strategic Loyalty Playbook: A guide that expands on the scientific principles of loyalty with tactical approaches that can help marketers improve their loyalty strategies. We leveraged a rigorous mixed methodology research approach, involving a literature review, a consumer quantitative survey, and interviews with Kath Pay, Adam Ferrier, Denise Yohn, and Eddie Yoon. It includes our "Commitment Spectrum" and explores prompts marketers can implement to drive customer motivation and ability. 🌐 🛍 Four "Shopping Mindset" deep dives into the UK 🇬🇧, US 🇺🇸, Canada 🇨🇦 and Australia 🇦🇺: Each infographic features findings of our global survey of 4,000 consumers (1,000 in each region). The stats uncover what drives shoppers in each market to make repeat purchases and provides insights into how marketers can engage their audience and encourage loyalty behavior from consumers in each country. I am beyond proud of this content, research, and the unique point of view Intuit Mailchimp has crafted on loyalty. I hope you enjoy reading it as much as I enjoyed bringing it to life. Download now: https://lnkd.in/gkYsqNch

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Fútbol In U.S. Has Gone Mainstream, Led By Hispanic Gen Z. #Advertising #Marketing #PublicRelations #LasVegas #Media #AdvertisingAgency #MediaBuying #Television #Radio #Outdoor #DigitalMedia #SocialMedia #Branding #SilverStateWonders

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We’ve had a dedicated #Creator practice for nearly a decade. Exciting to see the industry catch up! TelevisaUnivision is committed to empowering Hispanic creators, bringing them into our biggest cultural events and programming— from Copa America to Premios Juventud. Check out this interview with Asi Creator lead, James Heath, to learn more about our latest creator marketing integrations! #creatoreconomy #hispanicmarketing

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I have just shared in a new blog post on Samba Rock's website the story of how I started my business almost 10 years ago after a layoff from Y&R. Check it out: #inspiration #business #entrepreneur #entrepreneurship #layoff #positivevibes

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Insights going unread? 🙈 Put your insight in the spotlight with Enlyta's storytelling tools. Insight Stories make it easy to show your brand and marketing teams what to do with the insights you discover. Pull data from your dashboards and reports, then write a short narrative that explains why the insight is so important for the business. Format it in a beautiful, bite-sized way with charts, quotes, videos, and more – then send it off with a few clicks. Insight Stories make it easy to create engaging content your stakeholders will love reading. 👉 https://lnkd.in/e8JjPXzx

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Folks, we have an exciting webinar TODAY on the hottest topic in the media industry right now: Retail Media or Commerce Media. We have an outstanding panelist lined up, and you definitely don't want to miss it. If you're a CPG marketer, this topic is a must for you. I assure you that you'll walk away with actionable insights to bring back to your organization. Click the link below to register. Looking forward to seeing you there!

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🚀 Soccer in the U.S. is here to stay! With U.S. Hispanic Gen Z audiences driving the sport’s mainstream transcendence, brands have a unique opportunity to connect with this passionate fanbase. ⚽ The rise of soccer is undeniable, from hosting high-profile tournaments like the CONMEBOL Copa America and Leagues Cup to gearing up for the 2026 FIFA World Cup. This growth is fueled by a younger, more diverse audience, with over 90% of Gen Z sports fans using social media to consume content. 📲 Celebrities and influencers are amplifying the sport’s visibility, with figures like Lionel Messi and Javier “Chicharito” Hernández leading the charge. Women’s soccer is also on the rise, thanks to the U.S. Women’s National Soccer Team and initiatives like Natalie Portman’s Angel City FC. 🌟 Brands must seize this moment to forge authentic connections with Gen Z. Embracing this cultural shift through soccer-centric initiatives can place brands at the forefront, engaging with a community eager for belonging and excitement. #Soccer #USHispanicGenZ #Brandweek #MarketingInnovation #Futbol #GenZ #SportsMarketing #Inclusivity #CulturalShift #AuthenticConnections

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On Friday we hosted our inaugural Catalina Demand Mixer. It was AWESOME (s/o Sendoso and ForgeX for sponsoring). Some of my favorite learnings from the virtual mixer👇 BACKGROUND We run Demand Collective-- a private membership for great DG practitioners who feel like they're operating on an island and want to connect with and learn from other ballers. Last Friday we ran our first virtual event. A virtual mixer for DG practitioners w/ 3+ YOE. It went better than expected, here are my favorite takeaways. 1️⃣ The emotional game is just as hard. Marketing gaslighting is real. Lots of stories of CEOs absolutely not getting it. You can lose confidence as a marketer in that situation, there's nothing more helpful than hopping on a call and having 6+ other people tell you, to your face "Don't worry, you're not crazy!" The emotional game is hard, peers keep you sane. 2️⃣ Sharpen your axe is underrated. I watched two people come out of a 60min call with realizations that will meaningfully impact their next quarter. (Like fixing LI ads and new campaign ideas). The ROI on that 60-minutes of axe-sharpening is higher than any other way of spending that 60-minutes (and it was free!). Crazy to think about how many times I should be axe-sharpening instead of trying to cut a tree with a dull blade. 3️⃣ The new way (demand gen) is working. One thing has become abundantly clear. I used to be unsure. But I've heard the same story over and over again. And now I'm damn confident, demand gen just works. I heard firsthand from marketers stuck in orgs who execute lead gen. "Our leads are drying up, NNN -> MQL dropping, my CFO wants repeatable leads and I can't do it. It's getting harder and harder." And in the same call heard from NUMEROUS marketers executing demand gen. "We cut almost all search & DR. Invested it all in brand and demand and optimized conversion on site to high-intent forms. It took convincing of our ELT but it's working incredibly well." Want to convince your CFO? Just ask him if he's every bought a tool after downloading a white-paper and getting dripped in a nurture. Always love events like this. There's no better way to get better than learning from other sharp demand practitioners in a group setting. You'll hear insights and tactics and feedback that you literally wont get anywhere else. DM me if this sounds cool and I'll invite you to the next one!

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Jounce Media's newly published State of the Open Internet Report explains the industry’s chronic bidstream congestion issue and how to address it. This latest research highlights the trend toward consolidation we are seeing on the supply side and is a must-read.

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