Saturday, November 26, 2011

How to Get What You Want! (Video)

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Saturday, November 19, 2011

Is Cross-Cultural an Industry Breakthrough or Threat to Ethnic Shops?

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Ken Muench

Ken Muench

NEW YORK ( -- One of the latest buzz words to enter the marketing lexicon is "cross-cultural." It paints an idealistic picture of a color-blind society, one in which consumers' similarities outweigh their differences regardless of ethnic groups. Whereas multicultural means multiple executions -- often from multiple shops -- wouldn't it be simpler to find one truth that reaches across culture?

It's a valid question, but critics at multicultural agencies and ethnic shops are quick to point out that the question -- and the concept -- seems to be coming from general-market agencies moving into their territory.

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This past year there were two significant account shifts that involved ethnic shops losing portions of accounts to general-market agencies. Home Depot moved its $37 million U.S. Hispanic account to Richards/Lerma, a unit created by Home Depot's general-market shop Richards Group, from incumbent Vidal Partnership. And Burger King shifted its Hispanic and African-American accounts from LatinWorks and Uniworld Group, respectively, to its general-market partner CP&B.

WPP Group has created OgilvyCulture, a new "cross-cultural strategic-service practice." Last year, DraftFCB's Ken Muench, senior VP-director of multicultural strategic planning, penned a "Cross-Cultural Manifesto" for Ad Age.

Pepper Miller, president of the Hunter-Miller Group, an African-American-focused market and research consulting firm, said cross-cultural as a concept is not entirely wrong, but general-market agencies are using it as an opportunity to move into space occupied by multicultural shops.

"The people who are focused on ethnic segments are left out of the translation of this code as well as the opportunity to compete for mainstream business," she said. "Cross-cultural is not getting us to the place of understanding the differences between these cultures. It still stands for one message to reach all people and then cultural insights are getting lost."

Unsurprisingly, proponents of cross-cultural marketing at general-market agencies say it's a completely different topic from ethnic marketing -- and that ethnic shops won't necessarily get cut out from the system. Mr. Muench, who joined DraftFCB from Grupo Gallegos, said all general-market campaigns should be created from a multicultural perspective. The demographics of the U.S. simply demand it. Once the creative for general-market effort is completed, the Hispanic and African-American creative is then executed.

Most "general-market agencies create advertising from a white, middle-class perspective and that is less relevant today than it ever was in the past," Mr. Muench said. "Creating general-market campaigns from a multicultural perspective doesn't mean we don't do Hispanic or African-American advertising on top of it. It means we have to create elements within that campaign that precisely target those other consumers."

Multicultural viewpoints "need to be part of the people and need to be part of the mainstream," Mr. Muench said. "Cross-cultural marketing is about creating better general-market advertising."

As hard of a time that ethnic shops might have believing that line of thinking, some of Mr. Muench's clients are also skeptical. "Clients have to buy into it, and frankly not all clients do," he said. "A lot of clients see the light and see their consumer base has changed and want to start tapping into this."

Alejandro Ruelas, managing partner at LatinWorks, said this is just a different version of the same game that's been going on for years. "General-market agencies are seeing an opportunity for revenue and revenue growth in this space and trying to get in and play, whether it be through acquiring a multicultural shop or creating a dedicated unit within the agency," Mr. Ruelas said.

In the case of Burger King, Mr. Ruelas again said the situation was one his agency has dealt with in the past. He said certain general-market agencies that have good relationships with clients will tend to get opportunistic and say they can deliver the Hispanic market. "They promise a more unified message and dangle the carrot of efficiencies in front of them," Mr. Ruelas said. "Certain clients are going to go with that seductive offer and others, those more embedded in the Hispanic marketplace, will see those agencies are not set up to deliver the marketplace the way agencies like ours can."

Mr. Ruelas said he will be watching to see what Crispin does with Burger King's Hispanic business. "If a general-market agency can put a model in place and deliver against a target that we claim is our territory, then we need to come away with a lesson learned from that."

Pete Lerma, head of Richards/Lerma, said Richards/Lerma started on the basis that the agency could create an operation that would allow its clients' marketing to more accurately reflect the evolving U.S. culture. Richards/Lerma is the Hispanic AOR for Metro PCS, Advanced Auto Parts and Chrysler's Ram trucks among others.

Mr. Lerma said cross-cultural doesn't signify the extinction for ethnic shops. In fact, he said traditional multicultural agencies should view "this evolution in the market" as an opportunity to work alongside their general-market counterparts and "positively influence" brands.

"We are providing insights, from Hispanic perspective and concepting creative work and ideas that connect brands and people," Mr. Lerma said. "Those ideas supersede language and culture. The greatest common denominators between these brands and customers are what we are finding. And it seems to me that the traditional multicultural agency should see that as a huge opportunity. We can influence the general-market work in a way that makes it a greater reflection of the more multicultural society we live in."

That line of thought was on display from marketers at the Association of National Advertisers' Multicultural Marketing & Diversity Conference in November. Pam El, VP-marketing at State Farm, the country's largest auto insurer said that business is the bottom line and that marketers want help -- rather than agency infighting -- from various sources. "I need to know that Agency X has my back and they can't have my back if they are at it with each other," she said, adding "There is enough business for everybody," so "do your part, bring your best stuff to the table and it will work out for you."

Is Cross-Cultural an Industry Breakthrough or Threat to Ethnic Shops?

While Some Praise Concept of a Unified Message, Others Argue General-Market Agencies Are Using it to Move in on Others' Turf


Thursday, November 17, 2011

Ready to Step Up Your Game in 2012

7 Steps to get your DREAMS fulfilled in 2012

  1. Commit. Make a decision to follow your dreams that the Lord put in your heart no matter what others say. Know with absolute certainty that you will see the vision come to pass because you’re determined and God showed you. Psalm 37:5  
  2. Be Prudent.  Don’t make decisions before knowing all the facts. Work smart and you won’t have to work hard. Prov. 27:12
  3. Be Prepared.  Don’t wait until there is an emergency or a deadline before you get moving on project. Successful people plan ahead. Haste makes waste. Prov. 21:31
  4. Be focused.  Get clear on what you want and don’t get distracted. If something doesn’t put you closer to your goal, drop it. Clarity is power. Prov. 29:18
  5. Be diligent. Finish what you start. Remember the end of thing is better than the beginning. If it worth starting –finish it! Prov. 13:4
  6. Be Teachable. Don’t refuse good advice and accept instruction. Get all the help you can. All successful people had mentors and role models. Get in a Mastermind Group if you can. Prov. 13:18
  7. Be persistent.  Be relentless. Tackle every task that God puts before you and expect a blessing. Quitters never win and winners never quit.  Press toward the mark. DREAM BIG! Prov. 24:10

The number one reason most people don’t achieve their dreams is that they don’t have clarity and they listen to the wrong folks. 

There is power in focus and visualizing what you want, confessing what you want and doing what you know to do!  But must have an accountability partner or a coach to keep you on track/

GET  a Dream Team, Mastermind Group or a Coach.  If you've been trying to "make it work" without the right advice and accountability partner, TRY something different in 2012. It will make ALL THE DIFFERENCE. 

  Write your vision, make it plain and keep the momentum no matter how hard it gets – with God, all things are possible. 

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Thursday, November 10, 2011

It's TIME: 11-11-11 Debuting and THE CALL #believeDetroit

Friday, 11-11-11 

... people all over America are
gathering in stadiums to pray, fast
and hope in God for the next
generation, our cities and economic

As a person in the marketplace, our
"stadium," one of the greatest
platforms for good in our generation,
is social media.

One tweet, one Facebook post, can
make a difference.

That's why we're mobilizing 10,000
people in the marketplace to pray and
use social media as a force for good.

Consider what happened in New York,
154 years ago:

Churches were shrinking, thousands
were disillusioned with "organized

Then, a handful of business people
started praying.  Within a few
months, there was a great revival
with thousands and thousands of
people transformed across the nation.

Now imagine what could happen today
using social media... think of the
tens of thousands or hundreds of
thousands that could be encouraged...

Join us for a special telegathering
on Friday, November 11th at 11:11am
to 12 Noon Eastern time.

* why pray as a business person or

* 3 keys to hearing God
in your business and career;

* practical prayer for business and
professional breakthrough;

Share this with everyone you know...

See you Friday, 11/11/11 at 11:11am EST!

Please share this with everyone
you your social media circles!!!