Plans & Pricing
Does My Company Subscribe?
Head Brand Planner, Richards/Lerma
Steady growth of the US Hispanic population has made this audience increasingly important to brands. Quim Gil, head brand planner at Richards/Lerma, a Hispanics-focused agency, spoke with eMarketer’s Alison McCarthy about how ad agencies are approaching the US Hispanic market and the trends expected for 2017 in reaching those consumers.
eMarketer: How does Richards/Lerma apply total market strategies to its work?
Quim Gil: Our approach to total market tends to differ from other agencies. For most agencies, total market means that they’re addressing everyone at once, but audiences are still within their siloes, meaning they still look at African-Americans, Hispanics and the general market—meaning whites—separately.
Demographic Profile of World Cup Soccer Fans in China, June 2018 (% of total)
Demographic Profile of Social Media Users in Spain, April 2018 (% of total)
Average Daily Time Spent on Social Media by Social Media Users in Spain, by Demographic, April 2018 (hrs:mins)
Smartphone Users in Brazil Who Use Smartphone Voice Assistants*, by Demographic, April 2018 (% of respondents in each group)
US Teens Who Own/Have Access to Desktop/Laptop vs. Smartphone, by Demographic, April 2018 (% of population in each group)
US Social StatPack: Usage and Ad Spending for 2016-2020
UK Mobile Payments: After a Slow Start in a Competitive Space, Some Signs of Progress
Luxury Consumers Want to Be Part of a Community
What's Holding B2Bs Back from More Advanced Data Management
In Europe, Affluent Millennials Are Changing How Luxury Brands Approach Marketing
Trust Social Networks with Your Data? Nah. Use Social Anyway? Yep.