23-04-2012- LOYALTY HAS A LIMITED ROLE

Regarding Ernst & Young worldwide study loyalty have a limited role

Brand is loyalty is considered to be a crucial factor in a the purchase process by less than 40% of consumers around the world.

Ernst & Young polled nearly 25,000 peope in 34 markets around the world and found only 38% agreeded that loyalty played a central role in shaping their decisions.

Scores on this measure rose to 40% in China, 31% in Indiaand 30% in the Middle East. But the US scored just 25%, and Western Europe and South Africa were still lower on 24% and 23% respectively.

More broadly, 89% of shoppers agreeded that price and/or the terms of delivery influeced their purchases while quality and warranties posted 82%, technical features were on 48% and availability secured 41%.

Less favourably, a modest 29% of the sample concurred that "brand" and "image" had a similar role, declining further to 15% for the enviromental credentials of manufacturers.

"Consumers are harder to define, understand and please than ever before", the study said. "Digital Technology is alerting not only how, where and when consumer shop, but is transforming their expectations fo, and interactions with, all suppliers."

In assesing favoured communications channels, personal contact recorded 6.6 points, beating 5.3 points for online and 4.9 points concerning print and electronic media.

Social Media Logged 5.9 points on the same metric, yielding 6.9 points in Australia, 6.6 points in the US and 6.3 points in Western Europe, but dipping to live points in Brazil and 4.9 points in India.

When assessing social media as an "objective" source of information, however, the global total came in at jus 5.4 points, peaking at 6.4 points in Brazil, and hitting a low of 4.6 points in Australia.

Turning to ecommerce, 62% of consumers regularl use the web on the path to purchase, compared with 38% who "insist" on buying stores. 

Upon assesing the quealities they would pay extra for, innovate features were cited by 12% of the sample, beating top-quality sevice on 11%, customisable or green goods on 9%.

05-03-2012- ZERTEM DIGITAL JOINS TREEAPPS

TreeApps incorporation completes Zertem Digital estructure with all digital marketing disciplines

Zertem Digital, the division specialized in comunication and digital advertising from Zertem Group, has joined Treepps, one of the leader companies in APP's development. Treaaps has more than two year experience into the mobile market and has offices in Madrid and Barcelona. Treeapps, has create apps for Metro de Madrid, Tendaces, Le Figaro, Kinder, BBC English Plus.. etc. With Treapps Zertem Digital are totally ready to fullfit a complete digital development.

06-02-2012- QPLANNER THE NEW TOOL OF EQUMEDIA MEDIA AGENCY

Equmedia, Grupo Zertem's Media Agency, has launched QPlanner, a new tool which clasify, plan and discriminate

EQUMEDIA, Zertem Group Media Agency, has presented its new estrategic planning tool, QPlanner, which improves the planning process thanks to the integration of all media, not only TV, and incorporation of econometric model will allow a more acurate simulation.

QPlanner has three moduls: Clasification, Planification and Discrimination wich allows a deep knowledge of the brand media behaviour and to estimate an acurate ROI of every campaign.

09-01-2012- EQUMEDIA SHOW A CHRISTMAS LIPDUB

We wished last Christmas dancing Swing

Equmedia decided to wish last Christmas dancing Swing throug a LipDup starred by the whole company. The video wash shot last december with a spirit of innovate, surprise, and to enjoy spirit. The clip has been watched more than 1700 times after the sending of the christmas greeting mail to our own clients and to the advertising market. You can watch it CLICKING HERE

02-11-2011- WE LAUNCH TATLER, A NEW TOOL FOR PRINT PLANNING OPTIMIZATION

We have launched a new print planning tool, TATLER

It is a print media planning optimizer which combine and link variables of different sources, among them is the General Media Analysis (EGM). With this application we can make strategic recommendations based not only in the audience nor the affinity of each title is based also in more qualitatives variables such as the fidelity or the buying frequency of each issue, and always looking for the best profitablity for our clients.

The application stars from the categorization of the different titles regarding its content and links each individual behaviour of each title of the category respect from the group that it belongs. With a model of all variables that take part into the analysis the application stablsih four levels of relevance by title that allow us to stablish the level of presence in each title of the plan (continuity, alert or complementary).

Finally, TATLER, includes all data regarding to the profitability of each vehicle which allows to optimize all our clients print campaigns.

11-10-2011- PALACIOS ALIMENTACIÓN COMES BACK TO THE ADVERTISING SCENE

Palacios, chorizo market leader, comes back with a TV campaign

Is an excellent campaign will take place in regional basis only in TV. Its main objective is to reinforce the values of tradition, taste and quality joined to the Palacios Chorizo under the claim "Leader in getting your family together"

The slogan hightlights the consume moments and the tradition as the base of the family meeting, reinforcing the household consumption and trying to connect with youngest target segment with a spot which links directly with the new ways of communication and also,  the changes that bring into the family relantionships

The responsibles for the account from Palacios are the Marketing Manager Cristina Palacios and the Group Comercial and Marketing Director, Luis A. Trevilla and in Equmedia David Izquierdo as Planning Manager and Paz Grande and Laura Granados as Supervisor and Planner respectively.

08-08-2011- Pedro Herrero joined Equmedia

Pedro Herrero has started to work in Equmedia as responsible of new technologies researching

Pedro Herrero joined Equmedia the Department of Reasearch as Responsible of new technologies research. In its five years of profesional experience has developed his activity in Survey Analysis Unit dedicated to data processing and in Media by Design in the Reaserch Department. He has worked for Vodafone, Jazztel, Banif, Repsol, Hollywood, Metro de Madrid, Western Union, Triumph and others. His addition reinforces the commitment of Equmedia in the analysis and strategic development of the new advertising.

22-07-2011- WE BETS FOR THE TOURISM

We have started to manage the International Fery of Tourism FITUR

Equmedia has been selected to manage the internatial campaign of the International Fery of Toursim (FITUR) after a public contest. It will be realeased in international specialized press, but also will have  internet support in touristic sector sites. The fery, organized by IFEMA, will celebrate its 32th edition from 18th to 22th january 2012 in Feria de Madrid and it will have the presence of 11.000 companies from international touristic sector

19-07-2011- LETICIA PINTOS HAS STARTED TO WORK IN OUR PLANNING DEPARTMENT

Leticia Pintos has started to work in the Planning Department for clients as Aurum and Pastas Rana

During her five years of professional experience she took part in Mindshare's team as media planner and also into the operations department, woring for clients as Telefonica and Rolex-Universal DVD

06-07-2011- HAVE TIME TO PLAY

The Spanish Toys Manufacturer Assotiation will develop its new campaign

The new AEFJ campaign will be aimed to improve the toy value with the claim "have time to play". It will have an own website www.daletiempoaljuego.com. The campaign is a long term strategic action that started last june with a tactical campaign.

AEFJ, founded in 1967, is the unique orgatization that brings together all toy sector companies in Spain, and also collaborates with the Foregin Commerce Boureau. Its main purpose is to give support to the companies with a wide range of services such as promotion, relations with the Public Administration, Consumers Organizations, Sectorial Organizations, security regularization, marketing and spanish toy image, fairs...etc

05-07-2011- PARQUESUR TRUSTS IN EQUMEDIA

Parquesur, the main shopping and entertainment mall of south Madrid decided to manage its media performance through Equmedia

Parquesur will develop different multimedia campaigns communicating its wide shopping and entertainment offer. In its communication, online and social media will have great relevance because Parquesur has the goal of having direct communication with its target.

Since its opening in 1989, Parquesur is the reference shopping and entertainment mall in south Madrid, and one of the most extensive in Spain with more than 150.000 m2 dedicated to the main shopping brands (Zara, Fnac, Mediamarkt, Leroy Merlin, El Corte Inglés, C&A, Verdecora or H&M among others) Beside a huge entertainment offer, cinemas, discos and restaurants.

01-06-2011- BUYWINS COMES INTO FASHION

We started working in the launch of the innovative online fashion outlet portal Buywins

We have been sellected by the online fashion outlet portal Buywins to develop their launching campaign, with the main objetives of building brand and captivate new users. The media strategy is mainly focussed in TV and Internet, but also includes Mobile Marketing actions.

Buywins is the fashion outlet portal in which its members, called Winners, can find complemets and items of the main brands but a very low price. It is only necessary to register in the website to buy. The portal has outstanding advantages versus others portal: they have the lowest transport cost and make easier the return. Try it in www.buywins.com

01-04-2011- STARMX HD New TV Platform

We have launched the new TV platform, Starmax HD. Featuring Martina Klein, the campaign began with an anticipation “teaser” phase on 23rd March on TV

as well as on the press and the Internet. The revelation phase began on 30^th March. Starmax HD is a new concept of pay-per-view TV that will broadcast via satellite with the highest quality, with the most affordable price in the market. Starmax HD will offer content for the whole family, with a wide variety of channels in high definition that will include documentaries, films, children’s shows, etc.

01-03-2011- THE DIGITAL INVESTMENT GROWS

According to IAB, investment in digital media grew 20.7% with respect to 2010, raising 789 million Euros in investment.

The Internet medium is thus established as the third most popular for investment, with a 16.3% share of the total.

01-02-2011- A NEW CHALLENGE IN THE TRAINING SECTOR

EQUMEDIA incorporates a new client, GADE ESCUELA SUPERIOR

specialized in Master’s Programs that are customized and adapted to very specific values.  www.gadeescuelasuperior.es

01-02-2011- WELCOME ELENA!

We welcome Elena Rodríguez Adrados who has joined us as Manager of our Strategic Development Unit.

With 18 years of professional experience in the media, she has worked for a wide typology of clients, both domestic and international, from mass consumption, such as Procter & Gamble, Unilever, Johnson Wax or Grupo Lactalis, to children’s market (MGA), going through special markets that function under broad legal restrictions, such as beer (Heineken Group) and spirits (Pernod Ricard), or those that are aimed at direct response, such as  insurance (Direct Seguros and Seguros Nectar). 

01-01-2011- RISK SPECIALISTS TRUST US

CESCE (a company specialized in integrated risk management) has trusted us with their “Master Oro” campaign communication.

This campaign will take place through 2011, and it will be carried out on the press, radio, and the Internet for an amount of 940,000 €.

01-01-2011- THE DGT PUT TO THE “TEST”

The AEACP lodges once again a special appeal against the conditions of the new tendering by the DGT.

After the meeting held by its executive committee yesterday, the Spanish Association of Advertising Communication Agencies (AEACP) has decided to lodge again a special appeal against the solicitation documents of the new call for tendering by the Directorate-General of Traffic (DGT). 

01-12-2010- CHOCOLATE WITH CHURROS AND A LOT OF DANCING

In IFEMA Madrid, at minus 4ºC, we Danced with all our friends and shared a cup of hot chocolate with churros.

This year, we wished our Christmas greeting to everyone with a Christmas Flash Mob. More than 200 professionals from the sector dancing under the winter cold, more than 2,500 views of the different videos uploaded on YouTube, and many signs of hope and affection. Follow us; we are already preparing the new challenge for next year.