Support to #SaveODAAT grows after show canceled | Entravision's Pulpo gets revamped | Hispanics influence sales, so market to them
March 20, 2019
Culture Marketing Council SmartBrief
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Support to #SaveODAAT grows after show canceled
Support to #SaveODAAT grows after show canceled
ODAAT cast members Isabella Gomez and Justina Machado. (JC Olivera/Getty Images)
Vanessa Erazo calls out Netflix for canceling the critically acclaimed "One Day at a Time" after three seasons, at a time when Latino stories, rather than anti-immigrant rhetoric, should be inundating the platform and the country. The cancellation sparked outrage from the community with #SaveODAAT trending on social media plus support from prominent Latinos, such as Lin-Manuel Miranda, Stephanie Beatriz and Karamo Brown, who called on the networks to pick up the Latino-centric show.
The New York Times (tiered subscription model) (3/17),  NBC News (3/15) 
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Research and Report
Entravision's Pulpo gets revamped
Pulpo, Entravision's digital marketing unit specializing in targeting the Hispanic community, has undergone a complete rebranding that includes a new logo and taglines. The company says its initiative "more intuitively conveys its full suite of digital offerings and its ability to provide, a one-stop-shop for all Latino digital marketing needs."
Radio Business Report (3/18) 
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Hispanics influence sales, so market to them
Hispanics influence sales, so market to them
(Mauricio Lima/Getty Images)
Culture Marketing Council's Isaac Mizrahi highlights 2018 data from MRI-Simmons that supports the idea that Hispanics are part of mainstream consumers who have an impact on sales, whether campaigns target them or not. He calls for brands to connect with Hispanic consumers by actually designing marketing for the community, because the effects on their bottom line will be felt either way.
Forbes (3/14) 
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Set-top boxes may not provide inclusive data
A recent Nielsen study reveals how big data from set-top boxes may not be providing true inclusive multicultural audience metrics, and in fact may be underrepresenting Hispanics, African-Americans and younger viewers overall. RBR-TVBR advocates for a more accurate data-measuring approach to ensure inclusiveness both on screen and in the ad market.
Radio Business Report (3/13) 
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Cutting-Edge Campaigns
MiLB's Fun Cup yields a jump in ticket, merchandising sales
Minor League Baseball has unveiled the 72 teams participating in this year's Copa de la Diversion, a competition aimed at bolstering baseball's ties with the Hispanic community throughout the season. The marketing strategy behind the initiative, which includes a rollout of new logos, has led to a 12.6% increase in game attendance from 2017 to 2018 and a spike in merchandising sales.
MiLB (3/18) 
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Agencies help raise awareness to #LeaveNoOneBehind
Agencies help raise awareness to #LeaveNoOneBehind
Small New York and FCB Mexico have created a worldwide awareness push to mark World Down Syndrome Day on Thursday called "Reasons to Celebrate" and using #LeaveNoOneBehind. A short YouTube film, created for an Italian nonprofit, spotlights the changes needed to truly celebrate the day, such as giving those with Down syndrome equal opportunities in schools, in communities and at work.
The Drum (free registration) (3/18) 
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Industry Trends
Study: Hispanics crave authentic, great-tasting products
A new study by Abasto and MediaPost gives readers a glimpse into how US Hispanics feel about Latin American food products. It reveals that brands wishing to connect with this demographic should strive to be culturally authentic, avoid assumptions and produce great-tasting foods and beverages.
MediaPost Communications (3/13) 
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Profile: BP executive serves as mentor to young Hispanic women
Kathleen Martinez, the senior director of national strategic relationships and initiatives at BP, has been a driving force in efforts to level the playing field for young Hispanic women. Last year, the company supported the Society of Hispanic Professional Engineers' SHPEtinas program, which assists Latina engineers while exposing them to energy industry careers.
Al Dia (Philadelphia) (3/8) 
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CMC Annual Summit-Dallas | June 10-12, 2019
CMC Annual Summit-Dallas | June 10-12, 2019
The CMC Annual Summit, which brings together the best strategic and creative minds in the multicultural marketing industry, will focus on the theme Culture-Driven Marketing with thought-provoking content to arm a new generation of culture creators with proven strategies to make an impact in today's complex marketplace.

Click for more information and to register.
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Happiness? The color of it must be spring green.
Frances Mayes,
professor, writer and "Under the Tuscan Sun" memoirist

March 20 is the spring equinox

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