HispanicTips » Cheskin

Exclusive Interview: Martin Cerda’s Reasons for Joining Cheskin

Tomas — Mon, 27 Jun 2011 15:21:55 +0000

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Martin Cerda joins Cheskin.

Tomas — Mon, 20 Jun 2011 17:58:15 +0000

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Reflections from 2010 AHAA: The Pitbull intracultural strategy for ethnic agencies

Tomas — Sun, 10 Oct 2010 19:32:26 +0000

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Agency Consolidation and the “Intercultural New Mainstream”

Tomas — Mon, 23 Aug 2010 15:16:02 +0000

Aggregated by HispanicTips :: Hispanic & Latino News & Information

Cheskin Added Value Builds Innovation and Strategic Consumer Goods Expertise With Addition of New VP – Alfredo Ortiz

Tomas — Tue, 29 Jul 2008 14:28:00 +0000

"To support continued growth, innovation consulting firm Cheskin Added Value has recently hired Alfredo Ortiz as a vice president. He will be responsible for furthering Cheskin's reach into consumer goods and services while supporting the Company's consulting offering.

"Alfredo's outstanding background in developing branding and marketing strategy for clients and companies such as Kraft Foods, Nestle, PepsiCo, Georgia-Pacific, Blue Cross Blue Shield, and Kellogg's, will be a great benefit to our business," said Cheskin CEO Darrel Rhea. "And his expertise in multicultural and Hispanic markets will also nicely complement our leadership position in this area."

Previous to Cheskin, Ortiz was managing principal at Zyman Group, selling and guiding brand management, marketing, strategic planning and research, while leading the firm's multicultural marketing practice. Prior to Zyman, Ortiz was president and founder of Grupo Mas, a boutique consultancy headquartered in Atlanta and specializing in business strategy development targeting the U.S. Hispanic market.

Over the course of his career, Ortiz has directed multicultural efforts for the $3 billion consumer products division of Georgia-Pacific, led a key new product initiative and managed the $1 billion natural cheese retail business for Kraft Foods. He also worked in the Corporate Strategy groups at Nestle USA and PepsiCo.

Ortiz will be based in Atlanta, GA and will be aligned closely with Cheskin's New York Office.

About Cheskin Added Value

Cheskin Added Value is a consulting firm that guides innovation through its deep understanding of people, cultures and change. Grounded in research, design and business analysis, Cheskin helps companies identify new markets, develop new products and services, and enhance brand experience. Clients include leading global brands and many of the Fortune 500, from technology and finance to consumer goods and professional services.

With a diverse multicultural staff and global network, the Company is highly regarded for an ability to uncover the meaningful experiences that create competitive advantage in the U.S. and internationally. Cheskin is part of Added Value Group (http://www.added-value.com) -- a global brand development and marketing insight company with 25 locations in 15 countries. Additional information at http://www.cheskin.com"

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Consorte Media CEO Alicia Morga to Speak at MultiCultural Media Expo

Tomas — Tue, 11 Mar 2008 14:55:10 +0000

"Consorte Media, the leading provider of online marketing solutions targeting the Hispanic market, today announced that Consorte CEO Alicia Morga will speak at the upcoming MultiCultural Media Expo, the nation's largest multicultural marketing event to be held at the Los Angeles Convention Center March 11-12, 2008.

Morga will speak on a panel entitled "Dynamic Media Landscape - Clients and Media Respond to Demand for Digital", which will take place on March 11 from 3:50 to 5:00 pm. The highly informative panel will also include the following panelists: Benjamin Chen, Chairman and CTO, Mochila; Jose Villa, Founder & President, Sensis Agency; Don Moore, Google; and Jose Marquez, Director, Mun2 Digital.

The third-annual 2008 MultiCultural Media Expo will welcome hundreds of multicultural marketing experts and cover a wide range of subjects relating to multicultural media and marketing. Agenda topics include: allocating multicultural marketing budgets; emerging research; mobile marketing; sports marketing; family-friendly content and brands; radio as a vehicle to reach multicultural audiences; digital media; social networks; and separate 101 sessions on multicultural marketing.

The Expo also will include an exhibit floor featuring companies and solutions that address multicultural marketing needs. This year's confirmed speakers, exhibitors, partners and sponsors include multicultural specialists from Admixture, AEG, Arbitron, Briabe Media, Captura Group, Cheskin, Chinese Biz News, Clear Channel Katz Advantage, Comcast, Community Connect, Conexion 360, Consorte Media, cruz/kravetz: IDEAS, E. Morris Communications, Ethnic Print Media Group, ethos ege, FedEx, Google, Gospel Music Channel, Grapevine Star Entertainment, Hispanic Trending, Hot Studio, Hyundai Motors, Latin3, Latino Print Network, Latin Vison, Los Kitos, Luminacion, MakeItFlashy.com, Mun2, NAMIC, New American Dimensions, Plural & Partners, PR Newswire, Radio Wave Marketing, RC Fontis, Schramm Sports & Entertainment, Sensis Agency, Sí TV, Terra, Tierra Natal, Tyloon, Vibes Media and Wal-Mart."

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Doing marketing research with Latinos in Latin America vs. Hispanics in the U.S

Tomas — Thu, 10 Jan 2008 18:10:27 +0000

"Often people may think that conducting marketing research in Latin America is the same as doing research with Hispanics in the U.S., but after experiencing both, I can say that the greatest similarity is the Spanish language that I use to moderate the groups. However, even this is not always true because with English Dominant Hispanics in the U.S. I have to moderate in English, or with Bicultural Hispanics I often have to switch from Spanish to English during the focus group or interview. Nevertheless, it has been interesting to have both experiences and for that reason I decided to share my thoughts, as there is much that can be learned by comparing and contrasting both experiences."

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New Cheskin Podcast Brings Together Expert Panel to Discuss Cross-Cultural Communication Challenges in U.S. and Latin America

Tomas — Wed, 14 Nov 2007 00:27:17 +0000

"Innovation consulting firm Cheskin has just launched its new podcast series, Fresh Perspectives, with The Inverted Triangle Dilemma, an in-depth expert panel discussion of communication differences between mainstream North America and Latin America and how this impacts business communications and U.S. Hispanic marketing and market research.

The lively podcast discussion is led by Miguel Gomez Winebrenner, senior Hispanic market consultant at Cheskin and author of the article Inverted Triangle Dilemma: How to Maximize Communications Between North and South. Panelists include experts from iLatina+Verswyvel Advertising, Kimberly Clark and Visa. The podcast can be downloaded from the Cheskin website at http://www.cheskin.com/view_articles.php?id=31 and is also available on iTunes.

Inverted Triangle Workshop

Tied into the podcast and article theme, the company is offering a new half-day workshop which teaches companies how to become more effective in developing persuasive communications in business and marketing for both cultures. Workshop participants learn:

-- How to improve business communications between the U.S. and Latin America. -- How this knowledge can be used to more effectively market to Hispanic consumers in the U.S. -- How to present persuasive arguments for both cultures and improve overall effectiveness.

"Globalization combined with the opportunities that the Hispanic market in the U.S. brings mandates that we communicate effectively and with relevance. Ignoring subtle, but important differences in argumentative style can tune out an audience before you have had a chance to make your point," explains Miguel Gomez Winebrenner. "Mastering the language is only the first step."

Miguel Gomez Winebrenner is available to provide more information on The Inverted Triangle Dilemma, Cheskin's new workshop and Cheskin's Hispanic practice. He may be contacted at mwinebrenner@cheskin.com."

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Listen to podcast interview with Miguel Gomez Winebrenner, senior consultant, Cheskin about segmentation by level of acculturation – Hispanic MPR

Tomas — Tue, 25 Sep 2007 22:43:19 +0000

"A podcast interview with Miguel Gomez Winebrenner, senior consultant, Cheskin is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Miguel discusses his chapter on segmentation by level of acculturation from the Hispanic Marketing & Public Relations book with Elena del Valle, host of the HispanicMPR.com podcast. Miguel consults with companies to assess market opportunities, help design ways in which to enhance customer experience, and guide innovation in a way that is meaningful to consumers. After graduating with Honors in Economics from the University of Iowa, he worked for Yankelovich in Latin America, where he contributed to multi-phase research projects."

For source and translated source please visit the site.

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Ethnic Consumers More Receptive Than Peers to Marketing, But Most Believe Messaging Lacks Relevancy, According to New Yankelovich Study

Tomas — Mon, 17 Sep 2007 18:41:28 +0000

"According to Yankelovich's 2007/2008 MONITOR Multicultural Marketing Study, made public today, African American and Hispanic customers are almost twice as likely to "enjoy looking at or listening" to advertising than their peers, but most find current messaging is not relevant.. The study shows that only 25% of African American. Hispanic and Non-Hispanic White consumers feel that today's marketing is both personally and culturally relevant to their lives. To make brands more attractive to a multicultural audience, brand managers need to implement integrated marketing strategies which address life-stage and personal interests in addition to cultural values. "Multicultural marketing needs to become more multi-dimensional," notes Sonya Suarez-Hammond, Vice President of Multicultural Marketing Insights at Yankelovich. "Of course, not every advertising spot or print ad needs to reach a Hispanic or African American consumer on all three dimensions of relevance. "But, an overall campaign should. The more integrated and relevant the messaging, the stronger the overall brand connection will be." According to the study, ethnic consumers are considerably more receptive to marketing and advertising messages than their peers. Roughly six in ten (60%) African Americans and Hispanics (59%) indicate that they "enjoy looking at or listening to advertising," compared with 30% of Non-Hispanic Whites. The study was developed in collaboration with Burrell Communications, one of the nation's leading agencies specializing in African American and urban markets, and Dr. Felipe Korzenny, professor and director of the Center for Hispanic Marketing Communication at Florida State University. Since 2003, the study has been the first of its kind to examine ethnic consumer behaviors and attitudes and offer comparative and contrasting views of the African American, U.S. Hispanic and Non-Hispanic White markets. The study stresses that ethnic consumers are less homogenous as a group than marketers often assume. There are many important sub-segments. In the Hispanic market for example these would include Bicultural Hispanics who are navigating between two cultures and Spanish-Oriented High Cultural Affinity consumers who are less acculturated and more likely to have stronger ties to traditional cultural values such as collectivism and group decision making. Whereas 79% of respondents in the Spanish-Oriented High Cultural Affinity segment say "I am unwavering in my commitment to my extended family," for example, only 44% of Bicultural Hispanics feel the same sense of responsibility to extended family members. "Ethnic consumers have very distinct preferences and respond to different emotional hot buttons," said Suarez-Hammond. "Therefore marketers must refine their messaging to avoid generalization and highlight brand relevance and authenticity." Cultural Pinpointing Cultural pinpointing is about marketing to ethnic consumers in an authentic way, with messaging meant exclusively for them. Cultural pinpointing helps marketers protect the quality of their dialogue with African American and Hispanic consumers. The need to consider cultural pinpointing in developing a multicultural marketing strategy comes from the fact that more and more we are seeing the borrowing of ethnic market cultural elements as a way of staying on top of trends, influencing lifestyle behavior and fashionably engaging the general population. Too much borrowing of ethnic cultural elements or icons for crossover appeal dilutes authenticity with ethnic consumers. With four out of ten Non-Hispanic Whites agreeing that African Americans and Hispanics influence everyone's lifestyle, it's not surprising that marketers are using African American and Hispanic icons and cultural elements to reach broader audiences. "The commercialization of culture is a difficult line to navigate," said Suarez-Hammond. "Marketers must recognize that the more cross-cultural appeal a cultural element has, the less authentically and exclusively African American or Hispanic it becomes." Hip-hop music is a good case-in-point. When African American respondents were asked about aspects of their culture and traditions they feel are the most important to preserve, "Music/Songs" was cited second most frequently, right behind "History." As different types of African American music/songs become increasingly borrowed by the general population, they may become less effective as a means of connecting directly with African American consumers. So in this example mainstream hip-hop artists that are known to general audiences would not be considered as authentic as using more "underground" artists known exclusively by African American audiences. Getting To the Heart of the Matter Awareness of what is and isn't healthy is greater than ever before for the African American and Hispanic communities. And, with increased awareness levels comes a greater need for health- and wellness-oriented messaging that offers specificity, action steps and guidance. * 63% of Hispanics and 60% of African Americans cite "the health of other family members" as a major stressor, compared to 51% of Non-Hispanic Whites. * Nutrition is a key concern. 91% of Hispanic Moms and 80% of African American Moms, versus 67% of Non-Hispanic White Moms agree, "I put a lot of care and emotion into my cooking." This is important because recognizing "food as love" becomes a healthcare barrier for ethnic consumers. * In response to "why I want to eat healthily, sounds exactly like me", 61% of Hispanics and 57% of African Americans cited "to avoid diabetes", compared with 39% of Non-Hispanic Whites. "Healthcare and pharmaceutical companies need to move beyond base-line awareness." said Suarez-Hammond, "The positive healthcare awareness messages are working, but there's still a disconnect. Marketers need to offer ethnic groups more next steps and how-to guides as necessary tools in order to begin affecting behavior change." About the Yankelovich Study Data collection of it's largest sample sizes to date, with over 1,500 African American, 1,200 U.S. Hispanic and 1,100 Non-Hispanic White consumers ages 16+, was conducted via a two-phase process between March and April 2007. The first phase consisted of a 30-minute telephone interview during which participants were asked general attitude, demographic and ethnic-specific questions in the language of their choice. The second phase consisted of a 60 to 90-minute self-administered survey via mail or Internet, in which participants were asked general and industry-specific attitudinal and behavioral questions on a variety of topics, also in the language of their choice. Respondents were allowed to choose for themselves whether to complete phase two online or via the mail. In its fourth year, the now annual Yankelovich MONITOR Multicultural Marketing Study brings the rich history of past African American and Hispanic MONITORs, originally developed on a bi-annual basis since the mid-eighties. Since 1971, The Yankelovich MONITORÂ® study has gathered and trended the values, motivations and attitudes that shape consumers' buying decisions and interactions in the marketplace. About Yankelovich, Inc. Yankelovich delivers measurable breakthroughs in marketing productivity for its clients. For more than 30 years, The Yankelovich MONITORÂ® has tracked and forecasted consumer value and lifestyle trends. Our Insights Integration(SM) solutions directly link our key research findings on why people buy to databases of customers and prospects. The Segmentation Company (TSC) is a full-service custom research and consulting firm that helps clients precisely target their customers through segmentation and brand equity and positioning work. Yankelovich and TSC are headquartered in Chapel Hill, NC. About Our Partners Burrell Communications is one of the nation's leading agencies specializing in African American and young, urban markets. Based in Chicago with an office in Atlanta, Burrell is a full-service agency providing comprehensive advertising, public relations, engagement marketing and consumer promotions. With close to $200 million in annual billings, Burrell is especially recognized for its YurbanÂ® marketing. This is a concept formulated by the agency to create marketing messages for the youth-oriented, urban market where every new trend from speech to music to fashion to food originates. In 2006, the American Advertising Federation (AAF) awarded Burrell Communications with the prestigious Mosaic Agency of the Year for its Verizon "realize" campaign. In 2005, Burrell was named the Ad Age Multicultural Agency of the Year. Dr. Felipe Korzenny, PH. D Dr. Felipe Korzenny is a professor of advertising and integrated marketing communication at Florida State University (FSU) and is the founder and director of the Center for Hispanic Marketing Communication. A social scientist by training, Dr. Korzenny is well-known in the industry for the consumer-experience insights he has helped generate to position successful products in the U.S. Hispanic market and in Latin America. Before joining FSU, Dr. Korzenny was a principal with Cheskin, a firm he co-founded. Previously, he was a pioneer in the Hispanic market research and consulting field with Hispanic & Asian Marketing Communication Research, another company he founded. Dr. Korzenny has a critical academic perspective combined with a strong business practice."

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