Bromley Communications


Trump Effect could be positive for Hispanics; Honey Maid profiles Dominican immigrant family; Gannett downsizes; and Clinton ponders Latino campaign strategy.

The Trump effect

Yeah, he talked trash about Hispanics and made people very mad. But you know what? He also got more people to, um, notice Hispanics. And that includes general-market media. Publications including the Business Insider, International Business Times, and the Baltimore Sun (which covered Honey Maid’s “4 de Julio” campaign as part of the larger story), as well as usual suspects like the Yucatan Times, ran articles countering Trump’s egregious remarks by making the same points that Hispanic media outlets and agencies have been making for a long, long time: $1.5 trillion market + 17.1 percent of total U.S. population = important demographic. We told you so!

Honey Maid is sweet on Hispanics

“4 de Julio” is one of a new set of TV spots for Honey Maid, the brand that Mondelez International relaunched two years ago. It focuses on the Gomez family, immigrants from the Dominican Republic, talking about what it means to be American. According to Co.Create, along with the 30-second TV spot, the brand made short documentaries profiling three of the families featured in the ad. The campaign from Droga5 extends the #ThisIsWholesome theme, which aims to showcase American diversity by featuring same-sex parents, biracial couples and blended families.
[youtube https://www.youtube.com/watch?v=tsxFM_P5cr4&w=560&h=315]

Sell Clinton like Coke

HillarySpeaking of general market pubs covering Hispanic issues, BuzzFeed ran an article on a potential Hispanic marketing strategy for the Hillary Clinton campaign. BuzzFeed reported, “The campaign is said to be keeping its options open for talent, looking beyond Hispanic political firms that have been brought on for this work in years past to, as an example, ‘go get the firm that does Latino advertising for Coca-Cola,’ said Andres Ramirez, a 20-year veteran Democratic strategist who was part of the local meeting in Nevada.”

BuzzFeed reporter Adrian Carrasquillo spoke to several Hispanic marketing consultants, as well as Hispanic political consultants to get their views on how Hillary should get with Latinos.

Gannet is downsizing

Or maybe we should call it right-sizing. The media conglom spun off its newspaper properties under the Gannett rubric. Now, Tegna Inc., the digital and broadcast company that split from Gannett, is unloading its giant McLean, Va. headquarters complex. London-based Tamares Group will buy the complex and lease part of it back to Gannett. In June, Gannett completed its acquisition of the Texas-New Mexico Newspapers Partnership, and CEO Robert Dickey said that he aims to have newspapers in the expanded chain work more closely together and share assets as USA Today Media Network.

Bromley retires and shuts agency

BromleyExecutives always say they’re leaving somewhere to pursue “other opportunities.” In the case of Ernest Bromley, who founded Bromley Communications in 1981, it’s really true. He’s going after a PhD in consumer behavior, according to the San Antonio Business Journal. Read our full interview with Bromley to hear his thoughts about the current Hispanic marketing landscape and why we need the kind of research that clients won’t pay for.

Local radio up while overall ad spending dips

Kantar Media’s quarterly ad-spending report found that overall dollars were down – and not only because of the extreme advertising for the Olympics last year. Sixteen of the 21 media types Kantar monitors saw lower spends. One of the exceptions was local radio: Hispanic local radio expenditures increased 6.5 percent, while English-language local radio was up 5 percent, thanks to auto dealers, legal services, and healthcare providers. Network radio went down 2.0 percent, and national spot radio dimmed 11.3 percent.

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Ernest Bromley announced the end to a 34 year career in Hispanic marketing last week. The CEO/Chairman of Bromley Communications told his employees that he is retiring to  pursue a PHD and that the agency will close. Portada interviewed Bromley in order to reflect on his career and his future plans.

Ernest (1)
Ernest Bromley

Asked about the most memorable moment in his career, Bromley tells Portada that “Winning Coca-cola, Bud Light and Burger King all in 1989, was my most memorable experience. That was an amazing year.”
The growth of the Hispanic population certainly has been constant throughout Bromley’s career: “When I started 34 years ago, the Hispanic population was 14.6 million people and was about 6.5% of the total population. It has grown to close to 60 million people, to about 18% of the total population. In addition, they are avid users of new media and traditional media. Marketing to Hispanics in terms of determining consumer insights and messaging really hasn’t changed that much.”

Bromley definitely sees changes in the competitive landscape Hispanic advertising agencies are immersed in:”What has changed is who our competition is. Hispanic agencies are no longer competing against other Hispanic agencies for Hispanic assignments. We are competing with the large Total market shops. Clients seem to believe that we must focus on Millennials and that Millennials are ethnically blended in to some sort of homogenous urban culture, the reality is that Anglo Millennial is adopting the ethnic culture and value system rather than the other way around. To successfully go to market you must lead your consumer insights from the historically disadvantaged ethnic populations. This is what I intend to study and publish in my doctoral program!”

Hispanic agencies are no longer competing against other Hispanic agencies for Hispanic assignments. We are competing with the large Total market shops.

Research Clients Don’t Pay For

Bromley notes that he will soon start a PhD program to do research, the kind “brands don’t pay for”. He adds that he plans to do “multi-cultural research exploring Anglo-American culture and values, and how they are similar and different from Hispanics, African Americans and Asian Americans.”

The Charleston event, regarding the shooting/confederate flag whos that Anglo-American desperately need to look inward at themselves to better understand where they fit in today’s multicultural society.

According to Bromley, “Generally, clients tend to pay for research that delivers short term actionable results such as copy testing. The interest in studying culture and values of all ethnic groups including the Anglo-American is a tough sell. I believe the Charleston event, regarding the shooting/confederate flag, is an excellent example that Anglo-Americans desperately need to look inward at themselves to better understand where they fit in today’s multicultural society. America, within a short 20 years, will be an ethnic plurality. In other words, the founding majority ethnic population, the Anglo-American, will be a minority. There will not be an ethnic majority population in this country for at least 100 years.”

The reality is that Anglo Millennial is adopting the ethnic culture and value system rather than the other way around.

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Yesterday morning, during a Time Warner investor meeting, Home Box Office Chairman and CEO Richard Pepler said that HBO will launch a stand-alone, over-the-top service that would allow consumers to watch HBO content without having a cable subscription – and let HBO reap what he characterized as hundreds of millions of dollars in additional revenue.

hbo latinoHe said HBO will sell stand-alone services in the United States and two other countries, with the aim of expanding eventually to every nation that it currently reaches via cable.

Whether HBO Latino will be part of this initiative or whether either of the two non-U.S. launch countries will be in Latin America are still to be determined. A spokesperson for HBO Latino told Portada, “At this time we are not elaborating beyond the statement that was issued today.”

Overall I think that a streaming HBO Latino has potential. We know that Hispanics are entertainment-hungry and digitally savvy, and brands are eager to engage with them through new channels.

Karina Dobarro, vice president and managing director of multicultural brand strategy at Horizon Media, notes that HBO will not necessarily include ads in its over-the-top offering; it may use a Netflix-like subscription model instead

But let’s play what-if, as long as HBO is thinking about shaking things up

Anel Hooper, associate media director for Bromley Communications, thinks this is a definite win for consumers. “There are a lot of cord-cutters out there. They’re trying to find other sources to watch television programs,” she says. While Netflix doesn’t include advertising, she points out that Hulu does – and advertising could be part of HBO’s plan to earn millions more dollars.

Maria Lopez Knowles
Maria Lopez Knowles

This move absolutely makes sense for consumers, and therefore for HBO, according to Maria Lopez-Knowles, CMO of Pulpo Media. She says, “Fragmented media and distributed content is the new reality, especially among Hispanics and the Hispanic Millennial in particular. Consumers now own both the remote control and the Programming Executive title. They choose to consume content and stream programming when they want to and in their own device of choice.” Based on this, she adds, advertising on an HBO OTT service makes perfect sense. “It’s a great idea whose time has come,” she says. And, of course, it makes even better sense for advertisers that want to reach highly mobile Hispanics.

Whether Bromley recommends advertising on streaming video to clients depends on the demographic they’re trying to reach, according to Hooper. “If the target demographic is using their smartphones and tablets and streaming, then yes, we have recommended that to our clients.”

Lee Vann, Captura Group
Lee Vann, Captura Group

Lee Vann, CEO of Captura Group, says, “Overall I think that a streaming HBO Latino has potential.  We know that Hispanics are entertainment-hungry and digitally savvy, and brands are eager to engage with them through new channels.  They key will be for HBO to curate and produce content that appeals to Hispanics in a relevant and authentic way.  If they can accomplish this, Hispanics will watch, and brands will follow.”

Not all advertisers may be ready to jump on board an over-the-top HBO, Lopez-Knowles says. “But the more progressive advertisers are certainly starting to understand that we’ve entered a brave, new world.”

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