For marketing directors, knowing and understanding their target audiences is a rule of thumb. Without such knowledge, getting into the heart of their audiences or becoming top-of-mind will be difficult. Marketing logic works as follows: Since I understand you and know what you are looking for as a consumer, I can connect with you, and,…
Last month I completed my first year in America. My role here is to help marketers generate growth by finding consumer segments that are prominent in their category but still have not become loyal to one brand. Coming from Latin America, I needed to learn specifics in order to help. It became clear from day…
Mattel is no stranger to criticism over its Barbie brand. From limited, gender-specific professional choices to unrealistic body standards, the toy company has navigated its fair share of complaints involving the 60-year-old doll. Though Mattel has introduced several diverse, groundbreaking dolls this year–including the Barbie Fashionista line featuring two dolls with physical disabilities, the Inspiring…
A late Thanksgiving this year means there are five fewer shopping days and one less weekend between Black Friday and Christmas than last year. In fact, 2019 has the shortest holiday season since 2013. That year, retailers front-loaded the holiday by starting promotions in early November, opened stores on Thanksgiving for the first time ever,…
Femtech is not just rising; it’s exploding as quickly as the category came to be. Since 2014, femtech companies have raised over $1 billion in funding, despite the term “femtech” itself not being coined until two years later. Frost & Sullivan, a market consulting firm, predicts that femtech could have a market potential of $50…
Brands like Nike and Fenty Beauty by Rihanna are not only reflecting culture, they are moving it forward. What’s their secret? They prioritize their connections with youth culture and their socially conscious beliefs to make a real impact. That being said, this is undoubtedly delicate terrain to navigate because it can’t be done for the…
I was a first-timer to the ANA Masters of Marketing conference and my first impression was simply one of scale: 3,000 delegates, reflecting the size and significance of the U.S. market. Having two ears fully tuned to the uniqueness of that market and the needs of some of our most important U.S. clients was incredibly…
I’ve been known to watch non-Oscar nominated movies while I multitask around the house, so it wasn’t really surprising when Netflix suggested Falling Inn Love. I was curious about the female lead Christina Milian, who I recognized as a Latina that had been up-and-coming a few years back. How, I wondered, would they represent her…
This month, network TV returns once more with a shiny slate full of fall debuts. It’s an annual ritual of foreordained failure, with the vast majority of shows unlikely to survive to see a second season. This winnowing is accepted as the cost of doing cultural business, but, increasingly, the networks themselves have to fear…
My wife and I recently removed all images of our children from Instagram. Like most people, I don’t trust Facebook, Instagram’s parent company very much, these days. This fact isn’t so remarkable in and of itself, but it begs the question of why. Of course, there’s the oft-cited Cambridge Analytica scandal, but across history, brands…
Today, large CPG brands are feeling even greater pressure in an expanding world of new go-to market strategies. Subscription services, ecommerce “anti-brands” and sustainability-driven challengers are changing the paradigm of how people shop and consume. Brands like Hims have linked a suite of products to address top-of-mind men’s issues such as hair loss, erectile dysfunction…
The National Football League announced last week that its halftime show for Super Bowl LIV will feature two iconic Latina artists: Jennifer Lopez and Shakira. The choice should be universally praised, not only for its potential entertainment value, but also as a full embrace of diversity in an era that desperately needs it. The Big…
With a growing population and a strong attachment to their roots, Hispanics are asserting their cultural influence and carving a space for themselves in the U.S. For many years, advertisers were given a binary choice on how to best reach Hispanic audiences. Either you reach them culturally through Spanish language media or pray that your…
Television is arguably the greatest ad vehicle ever invented. There is tremendous excitement in advertising to treat it like digital media, with all its amazing tech, data and precision. I worry this excitement is causing too many of us to miss a critical point, though. The shift from linear TV to streaming is nothing short…
Looking for a healthy and active way to spend this weekend? Consider heading to the apple orchard. Apple farms all across the U.S. are predicting that the 2019 apple harvest season will see increasing crop yields. And who doesn’t love apples? The 150-year-old Welsh proverb “An apple a day keeps the doctor away” now carries…
What we do has an undeniable impact on pop culture, and given the size of our platform, marketers have a responsibility to shape culture for the better. It’s especially critical to get the tone and the message right when approaching the topic of sexual health. But this is often easier said than done. Part of…
It’s been several years since brands and agencies were made aware of the size of digital advertising’s fraud issue. Despite increased scrutiny from ad buyers and efforts across the industry to filter out nonhuman traffic, fraud persists. While many are aware of the problem, very few have a deep knowledge of fraud, much less about…
China, the biggest market in the world, continues to attract the attention of so many companies–trade wars be damned. It’s also an incredibly complex market to understand and penetrate, not only because of its size but the reality that it’s both mature and still figuring its way out, the result of opening itself to Western…
The youngest Latinx millennial is 23 years old. She was 12 when America elected a black president and 13 when a Latina was confirmed to the Supreme Court. She was also 16 when Dreamers were given a shot at staying in America lawfully and when cannabis was legalized in two states. She was nearly consenting…
American news outlets are going to be busy over the next couple of weeks. After receiving a complaint from a whistleblower, the House of Representatives has launched a formal impeachment query into whether President Trump asked the Ukrainian president to investigate the son of potential future political opponent Joe Biden. Quick history lesson: In terms…
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
