July 16 (Bloomberg) -- Diageo Plc mixed Ketel One vodka cocktails alongside performing drag queens at New York’s Love Ball last month, courting the 2,000-person gay and lesbian crowd and throngs outside in Times Square via jumbo TV screens.
The world’s largest liquor maker is spending more on marketing aimed at specific minority groups to revive U.S. sales growth, Larry Schwartz, president of Diageo’s U.S. unit, said in an interview. Diageo is sponsoring Pride Week parties in New York and San Francisco and running Spanish-language ads with Yankees baseball greats promoting Johnnie Walker whisky.
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Thursday, July 16, 2009
Wednesday, July 15, 2009
Jets' Sanchez may be NFL's key to opening Hispanic market
The NFL has spent a lot of time and money taking mighty swings at the multi-billion dollar Hispanic market. The result? It's been as if the league has been blindfolded, spun around in circles, and told to hit a piñata with one-hand tied behind its collective back.
Arriba, Mark Sanchez.
Not since Yao Ming, perhaps, has one player been so important to a league's effort at expanding and entrenching itself into virtually un-mined gold. Indeed, this is one of those rare exceptions when the potential value of a player on the field is exceeded only by his value off of it.
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Arriba, Mark Sanchez.
Not since Yao Ming, perhaps, has one player been so important to a league's effort at expanding and entrenching itself into virtually un-mined gold. Indeed, this is one of those rare exceptions when the potential value of a player on the field is exceeded only by his value off of it.
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Tuesday, July 14, 2009
Local marketers plotting campaign to change Hispanics' education beliefs
Changing attitudes among Hispanics is key to boosting educational attainment, and it begs for a massive public awareness campaign crafted by the same clever people who sell us cars and toothpaste.
Ernesto Bromley of San Antonio-based Bromley Communications, one of the nation's leadings Hispanic ad agencies, is plotting such an effort but is not ready to go public with details, he said Monday at a town hall-type meeting aimed at shaping President Barack Obama's agenda on Hispanic education.
Held at the University of Texas at San Antonio's downtown campus, the event kicked off a series of community conversations in Texas and around the nation led by Juan Sepúlveda, a San Antonio resident tapped to lead the White House Initiative on Educational Excellence for Hispanic Americans.
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Ernesto Bromley of San Antonio-based Bromley Communications, one of the nation's leadings Hispanic ad agencies, is plotting such an effort but is not ready to go public with details, he said Monday at a town hall-type meeting aimed at shaping President Barack Obama's agenda on Hispanic education.
Held at the University of Texas at San Antonio's downtown campus, the event kicked off a series of community conversations in Texas and around the nation led by Juan Sepúlveda, a San Antonio resident tapped to lead the White House Initiative on Educational Excellence for Hispanic Americans.
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Monday, July 13, 2009
Top Boardrooms Fail to Reflect Hispanic Growth
Although the Hispanic population grows steadily larger, both in absolute terms and as a proportion of the American population, Hispanic representation in the boardrooms at the nation's biggest companies is not keeping pace, according to a survey by HispanTelligence.
Each year, Hispanic Business magazine compiles its Boardroom Elite, a listing of Hispanics serving as directors of companies appearing in the Fortune 500. This year there are 70 members on 100 seats, compared to 67 people on 96 seats in January 2006 and 69 on 95 seats in 2005.
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Each year, Hispanic Business magazine compiles its Boardroom Elite, a listing of Hispanics serving as directors of companies appearing in the Fortune 500. This year there are 70 members on 100 seats, compared to 67 people on 96 seats in January 2006 and 69 on 95 seats in 2005.
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Friday, July 10, 2009
Burger King's MO: Offend, Earn Media, Apologize, Repeat
CHICAGO (AdAge.com) -- How's this for a global marketing strategy? Each month target a different international market with an ad that offends some segment of the population, then, after earning a lot of media attention, apologize and pull the ad.
That's the pattern of offense Burger King has established in the past few months. Most recently, the fast feeder had cultural and religious groups screaming today in the latest installment of what has become a series of monthly melees. A few hours after an ABC News reported that ads in Spain depicted the Hindu goddess Lakshmi atop a ham sandwich -- with the caption "a snack that is sacred" -- Burger King announced that it would pull the ads. Many Hindus are, of course, vegetarian.
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That's the pattern of offense Burger King has established in the past few months. Most recently, the fast feeder had cultural and religious groups screaming today in the latest installment of what has become a series of monthly melees. A few hours after an ABC News reported that ads in Spain depicted the Hindu goddess Lakshmi atop a ham sandwich -- with the caption "a snack that is sacred" -- Burger King announced that it would pull the ads. Many Hindus are, of course, vegetarian.
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Thursday, July 9, 2009
First Choice Power Donates $50,000 to Texas LULAC
IRVING, Texas, July 8 /PRNewswire/ -- First Choice Power donated $50,000 to the Texas League of United Latin American Citizens (LULAC) to sponsor Hispanic education and leadership programs, events and conferences across the state.
First Choice Power and LULAC joined forces in 2007 to educate Texas consumers on energy efficiency and energy savings and to support Hispanic community development. The retail electric provider provides ongoing financial support for LULAC's community efforts.
"Thanks to the generous contribution from First Choice Power, this year we will use the funds they donated for LULAC education, leadership and economic development events, conferences and programs," said Joey Cardenas, director of Texas LULAC.
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First Choice Power and LULAC joined forces in 2007 to educate Texas consumers on energy efficiency and energy savings and to support Hispanic community development. The retail electric provider provides ongoing financial support for LULAC's community efforts.
"Thanks to the generous contribution from First Choice Power, this year we will use the funds they donated for LULAC education, leadership and economic development events, conferences and programs," said Joey Cardenas, director of Texas LULAC.
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Wednesday, July 8, 2009
Publisher Meredith Gets New Consumer Mag President
Magazine publisher Meredith Corp. today promoted Chief Revenue Officer Tom Harty to president overseeing the house's consumer magazines. He will retain his CRO title as well as the position of executive vice president of Meredith Publishing Group, the company said.
But, in addition to overseeing company-wide sales efforts and various media networks -- including the Parents Network, Ladies' Home Journal, Fitness, Traditional Home, Midwest Living and Hispanic Ventures, which includes four Spanish-language magazines -- Harty will also be assuming control over editorial and creative functions for the company's New York-based titles.
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But, in addition to overseeing company-wide sales efforts and various media networks -- including the Parents Network, Ladies' Home Journal, Fitness, Traditional Home, Midwest Living and Hispanic Ventures, which includes four Spanish-language magazines -- Harty will also be assuming control over editorial and creative functions for the company's New York-based titles.
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Tuesday, July 7, 2009
Latino Best Buy Site Hacked
Latino Best Buy surfers find a redirect that takes users to, you guessed it, a malware site.
Last week Trend Micro discovered something very disturbing for Latin American customers surfing to the Best Buy site.
Before they reached the page asking them to choose their language – Spanish or English – a subtle GEO-IP check happened. If they were from Latin America, they were redirected to another page. Trend Micro Threat Research Manager, Ivan Macalintal, said:
“If (the) requesting IP is from the Latin America Region (LAR), users are redirected to the ‘Choose English or Spanish’ page—and then bingo!”
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Last week Trend Micro discovered something very disturbing for Latin American customers surfing to the Best Buy site.
Before they reached the page asking them to choose their language – Spanish or English – a subtle GEO-IP check happened. If they were from Latin America, they were redirected to another page. Trend Micro Threat Research Manager, Ivan Macalintal, said:
“If (the) requesting IP is from the Latin America Region (LAR), users are redirected to the ‘Choose English or Spanish’ page—and then bingo!”
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Monday, July 6, 2009
Pitched battle to marketing MLS in Portland and beyond: Rough and rowdy vs. family-friendly
Forget the kids.
The future of Major League Soccer is in young, scarf-snapping, mostly male rowdies, former commissioner of MLS Doug Logan says.
"Soccer audiences at their best have got to be a little dangerous," said Logan, now CEO of USA Track and Field. "It's three guys with a beer cursing at the guy on the field. It's not a family activity.
Though some in soccer's leadership would disagree -- including Portland Timbers owner Merritt Paulson -- the sometimes-ornery atmosphere of Wednesday's game between the United Soccer Leagues first-division Timbers and MLS Seattle Sounders bolsters Logan's point.
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The future of Major League Soccer is in young, scarf-snapping, mostly male rowdies, former commissioner of MLS Doug Logan says.
"Soccer audiences at their best have got to be a little dangerous," said Logan, now CEO of USA Track and Field. "It's three guys with a beer cursing at the guy on the field. It's not a family activity.
Though some in soccer's leadership would disagree -- including Portland Timbers owner Merritt Paulson -- the sometimes-ornery atmosphere of Wednesday's game between the United Soccer Leagues first-division Timbers and MLS Seattle Sounders bolsters Logan's point.
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Friday, July 3, 2009
Baltimore misses the Hispanic mark[et]
On a stroll around Highlandtown, you might just get the feeling of having stepped into a different country: a country where the signs in store windows say “abierto” instead of “open”, where the scent of achiote and cilantro seems to call your name from the nearby restaurants, where the liveliest conversations are carried in Spanish. It’s a fact: Hispanics, the latest in a stream of immigrants dating back to the 1730s, have come to find a safe harbor in the city of Baltimore. Unlike other states, where the growing Latino community is generally viewed as a menace, this city has proven to be an ideal place for Latinos to exchange their daily sweat for a decent, peaceful living: a tight-knit community where the windows are always open, the tortillas are always warm and the breeze ululates to the beat of bachata and quebradita music.
According to Census statistics, Hispanics are the second largest minority in Maryland, representing about 6.3% of the population... and these numbers are expected to have a least doubled by 2010. All of which begs the question: How is it possible that, of the 100+ ad and marketing services agencies in the area, there's barely any offering to target this booming market?
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According to Census statistics, Hispanics are the second largest minority in Maryland, representing about 6.3% of the population... and these numbers are expected to have a least doubled by 2010. All of which begs the question: How is it possible that, of the 100+ ad and marketing services agencies in the area, there's barely any offering to target this booming market?
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Thursday, July 2, 2009
Despite recession, program participation jumps 20 percent
Despite the recession, U.S. consumer participation in rewards programs is on the rise across all demographic segments, according to COLLOQUY research released today. The study reports a 19% participation growth by the general population since 2007.
Activity in desirable demographic segments is up even more. Participation by Millennials (age 18-25) has soared 32% since last measured in 2007. Women as a demographic are up 29% in the same time period.
Loyalty marketing programs recognize and reward the best customers of a business. The statistics are included in COLLOQUY’s latest white paper titled, "After the Meltdown: Consumer Attitudes and Perceptions About Loyalty Programs in the Post-Recession Economy." The paper is available for a free download at www.colloquy.com/whitepapers.
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Activity in desirable demographic segments is up even more. Participation by Millennials (age 18-25) has soared 32% since last measured in 2007. Women as a demographic are up 29% in the same time period.
Loyalty marketing programs recognize and reward the best customers of a business. The statistics are included in COLLOQUY’s latest white paper titled, "After the Meltdown: Consumer Attitudes and Perceptions About Loyalty Programs in the Post-Recession Economy." The paper is available for a free download at www.colloquy.com/whitepapers.
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Wednesday, July 1, 2009
SpongeTech(R) Delivery Systems, Inc. to Begin Marketing Campaign in Latin America
NEW YORK and MIAMI, June 30 /PRNewswire-FirstCall/ -- SpongeTech(R) Delivery Systems, Inc., America's Cleaning Company(TM), (OTC Bulletin Board: SPNG) has today announced that the Company will begin marketing and advertising its products in Latin American. The Company will establish a Direct Response Television marketing program in various regions of Latin America. The widespread acceptance of SpongeTech(R)'s products in the U.S. marketplace and the exceptionally high reorder rate from existing customers and new customers has resulted in the expanding of SpongeTech(R)'s marketing efforts into Latin America.
The Company has retained Omni Direct Inc. to lead the marketing campaign in Latin America. Omni Direct Inc. ("Omni"), located in Miami Beach, is owned and operated by Hispanics and is a leader in direct response marketing to Hispanics. Omni will initially perform a DRTV market test for SpongeTech(R)'s Car Care products which will identify and assess market demand for SpongeTech(R)'s product as well as retail distribution opportunities in Latin America.
"We are excited to have this opportunity to expand on SpongeTech(R)'s existing direct response marketing campaign by creating a marketing program focusing on the Hispanic demographic," said Alex Agurcia, President of Omni Direct Inc. "The Hispanic market responds well to direct marketing and we believe that SpongeTech(R)'s product will do very well among the Hispanic communities here in the U.S. and in Latin America."
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The Company has retained Omni Direct Inc. to lead the marketing campaign in Latin America. Omni Direct Inc. ("Omni"), located in Miami Beach, is owned and operated by Hispanics and is a leader in direct response marketing to Hispanics. Omni will initially perform a DRTV market test for SpongeTech(R)'s Car Care products which will identify and assess market demand for SpongeTech(R)'s product as well as retail distribution opportunities in Latin America.
"We are excited to have this opportunity to expand on SpongeTech(R)'s existing direct response marketing campaign by creating a marketing program focusing on the Hispanic demographic," said Alex Agurcia, President of Omni Direct Inc. "The Hispanic market responds well to direct marketing and we believe that SpongeTech(R)'s product will do very well among the Hispanic communities here in the U.S. and in Latin America."
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Tuesday, June 30, 2009
Isaac Mizrahi New Managing Director at Alma DDB
MIAMI, June 29 /PRNewswire-FirstCall/ -- Luis Miguel Messianu, President and Chief Creative Officer of Alma DDB, has appointed Isaac Mizrahi to the newly created role of Senior Vice President - Managing Director of the agency, effective July 13th 2009.
Mizrahi is bringing more than 18 years of international marketing expertise with leading brands with a multi-geographic scope, along with his functional experience to Alma DDB.
From his position, Mizrahi will act as Luis Miguel Messianu's business counterpart and report directly to him, overseeing all of the agency clients marketing strategic programs, being his main responsibility the growth of their brands as well as the development of new business initiatives for Alma DDB.
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Mizrahi is bringing more than 18 years of international marketing expertise with leading brands with a multi-geographic scope, along with his functional experience to Alma DDB.
From his position, Mizrahi will act as Luis Miguel Messianu's business counterpart and report directly to him, overseeing all of the agency clients marketing strategic programs, being his main responsibility the growth of their brands as well as the development of new business initiatives for Alma DDB.
Read full article
Monday, June 29, 2009
Hall of Fame exhibit 'Viva Baseball' focuses on Hispanics in baseball
This summer, the Baseball Hall of Fame in Cooperstown, N.Y., is marking its 70th anniversary with, among other highlights, Viva Baseball, its first permanent exhibit on Latin American baseball. At the exhibit's opening, former first baseman Orlando Cepeda spoke for the nine Latinos already inducted into the Hall. ''To be here today,'' he said, ``we went through some obstacles.''
Cepeda was referring to the racial prejudice and cultural incomprehension that Latinos have encountered since 1871, when Cuban third-baseman Estaban Bellan of the Troy Haymakers became the first Latino major leaguer. For more than seven decades after that, only ''white'' Latinos were allowed in the majors (and even they often felt uncomfortable) -- until Jackie Robinson integrated the game in 1947. Many took Anglo names or otherwise downplayed their roots. Even Ted Williams, one of the best-known players in baseball history, got through his entire career without publicly mentioning the fact that his mother was Mexican American.
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Cepeda was referring to the racial prejudice and cultural incomprehension that Latinos have encountered since 1871, when Cuban third-baseman Estaban Bellan of the Troy Haymakers became the first Latino major leaguer. For more than seven decades after that, only ''white'' Latinos were allowed in the majors (and even they often felt uncomfortable) -- until Jackie Robinson integrated the game in 1947. Many took Anglo names or otherwise downplayed their roots. Even Ted Williams, one of the best-known players in baseball history, got through his entire career without publicly mentioning the fact that his mother was Mexican American.
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Friday, June 26, 2009
The Marketing of Victor Ortiz
As Golden Boy Promotions' Mt. Rushmore of partners and significant others have taken significant hits in the past few months (like Oscar De La Hoya and Ricky Hatton) or have stagnated on the sideline despite career-defining victories (Shane Mosley and Bernard Hopkins) they find themselves looking ahead to the future. As noted football coach George Allen once famously uttered, "the future is now."
And to Golden Boy, the future is Victor Ortiz. As the bulk of this company’s marquee names heads into the twilight of their Hall-of-Fame careers, they look ahead to the next generation that will carry them and the business. Front and center is Ortiz, who headlines this week’s edition of HBO's 'Boxing After Dark' versus Marcos Maidana on Saturday night from the Staples Center in Los Angeles.
"Absolutely, I don't even have to think about it," said Golden Boy CEO Richard Schaefer on Thursday afternoon at the Congo Room at LA Live, where the final press conference was held for this event. "You know what it is? When you see him, when you talk to him, just his presence. You guys from the media, fight fans, us as promoters - even other promoters - talk highly about this guy. There are all these signs and you can just sense this guy is special. This guy is different. It's not just his skills in the ring because there are a lot of fighters who are very skilled. But his presence, his charisma, his looks, the way he talks. He's different."
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And to Golden Boy, the future is Victor Ortiz. As the bulk of this company’s marquee names heads into the twilight of their Hall-of-Fame careers, they look ahead to the next generation that will carry them and the business. Front and center is Ortiz, who headlines this week’s edition of HBO's 'Boxing After Dark' versus Marcos Maidana on Saturday night from the Staples Center in Los Angeles.
"Absolutely, I don't even have to think about it," said Golden Boy CEO Richard Schaefer on Thursday afternoon at the Congo Room at LA Live, where the final press conference was held for this event. "You know what it is? When you see him, when you talk to him, just his presence. You guys from the media, fight fans, us as promoters - even other promoters - talk highly about this guy. There are all these signs and you can just sense this guy is special. This guy is different. It's not just his skills in the ring because there are a lot of fighters who are very skilled. But his presence, his charisma, his looks, the way he talks. He's different."
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Thursday, June 25, 2009
Coca-Cola to Bring FIFA World Cup(TM) Trophy to the U.S. as Part of Biggest Ever Global Tour
ATLANTA, June 24 /PRNewswire/ -- World soccer's greatest prize will spread excitement in Houston on May 2nd, 2010 when the FIFA World Cup(TM) Trophy Tour by Coca-Cola takes an unprecedented journey around the world in anticipation of the 2010 FIFA World Cup(TM).
The Coca-Cola Company and FIFA, soccer's world governing body, recently announced details of the route which will span 86 countries during the 225-day tour and allow thousands of fans around the globe to see the real solid-gold trophy in person.
The Trophy Tour, which will begin its journey from the FIFA Headquarters on September 21, 2009, will travel around the world before arriving in the host country of South Africa on May 4, 2010. The total distance the tour will travel is 134,017 kilometers (83,274 miles) or more than three times the circumference of Earth. The Tour was developed through an exclusive partnership between FIFA and Coca-Cola, a FIFA Partner and one of the organization's longest-standing corporate partners.
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The Coca-Cola Company and FIFA, soccer's world governing body, recently announced details of the route which will span 86 countries during the 225-day tour and allow thousands of fans around the globe to see the real solid-gold trophy in person.
The Trophy Tour, which will begin its journey from the FIFA Headquarters on September 21, 2009, will travel around the world before arriving in the host country of South Africa on May 4, 2010. The total distance the tour will travel is 134,017 kilometers (83,274 miles) or more than three times the circumference of Earth. The Tour was developed through an exclusive partnership between FIFA and Coca-Cola, a FIFA Partner and one of the organization's longest-standing corporate partners.
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Wednesday, June 24, 2009
Popular 'Fiesta in the Park' returns for 8th year
Each year, guests at Arlington Park get to season the thrill of horse racing with a dash of Latino culture.
On July 19, Arlington Park and MST Latino Inc., will present the eighth edition of Fiesta in the Park, the bilingual event that has surged in popularity, with more than 12,000 attendees last year.
Jerry Campagna of MST Latino, which has promoted the event since its inception, says Fiesta is the largest single-day suburban Latino fiesta outside the city of Chicago. He said it is such an institution that the community has taken ownership over it.
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On July 19, Arlington Park and MST Latino Inc., will present the eighth edition of Fiesta in the Park, the bilingual event that has surged in popularity, with more than 12,000 attendees last year.
Jerry Campagna of MST Latino, which has promoted the event since its inception, says Fiesta is the largest single-day suburban Latino fiesta outside the city of Chicago. He said it is such an institution that the community has taken ownership over it.
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Tuesday, June 23, 2009
Ser Padres Joins Forces with la Doctora Aliza's VidaySalud.com to Offer the Hispanic Community Unprecedented Online Health-Related Content in Spanish
NEW YORK, June 22 /PRNewswire/ -- Ser Padres magazine, the primarysource of parenting information for U.S. Hispanics, has expanded itsrelationship with Ser Padres Contributor and Health Expert Dr. AlizaLifshitz, M.D. (la Doctora Aliza), and her recently-launched web siteVidaySalud.com. The site aims to enhance relationships between Latinopatients and their physicians by providing patients with the informationthey need to better communicate with their doctors, ensure bettercompliance with physician instructions and deliver better health outcomes.
Ser Padres and Dr. Aliza have launched two co-branded channels onVidaySalud.com. The site's "Ninos" (Kids) channel --http://www.vidaysalud.com/category/daily/ninos/ -- will now include contentfrom the magazine focused on helping Hispanic parents raise healthy andhappy kids. The site's Pregnancy Channel "Embarazo" --http://www.vidaysalud.com/category/daily/embarazo/ -- will feature contentfrom Ser Padres' offshoot for expectant mothers, Ser Padres Espera.
In addition, Dr. Aliza will inform, educate and answer questions in theSer Padres special section named "Hola, Doctora Aliza" (Hi, Dr. Aliza) andreaders will have the opportunity to communicate and send her theirpressing health and pregnancy questions at mimosblog@serpadres.com.
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Ser Padres and Dr. Aliza have launched two co-branded channels onVidaySalud.com. The site's "Ninos" (Kids) channel --http://www.vidaysalud.com/category/daily/ninos/ -- will now include contentfrom the magazine focused on helping Hispanic parents raise healthy andhappy kids. The site's Pregnancy Channel "Embarazo" --http://www.vidaysalud.com/category/daily/embarazo/ -- will feature contentfrom Ser Padres' offshoot for expectant mothers, Ser Padres Espera.
In addition, Dr. Aliza will inform, educate and answer questions in theSer Padres special section named "Hola, Doctora Aliza" (Hi, Dr. Aliza) andreaders will have the opportunity to communicate and send her theirpressing health and pregnancy questions at mimosblog@serpadres.com.
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Monday, June 22, 2009
Make-A-Wish Foundation reaching out for Hispanic volunteers
The Make-A-Wish Foundation has tapped iNSPIRE agency to create collateral that will woo Spanish-speaking volunteers.
The win comes as part of a larger agreement between the Make-A-Wish Foundation and iNSPIRE's parent agency Moroch Partners, which was signed this week to develop national public service announcements for the charity. INSPIRE will create Spanish-language Web content and print, radio and TV ads at a reduced price for the nonprofit.
“Make-A-Wish Foundation faces a challenge in that not many people know what they do, even though they have been around a long time,” said Tommy Thompson, president, iNSPIRE. “There are very few Hispanics that know what it is all about, so this is really an opportunity for us to help them find volunteers to be wish granters. The focus is to educate Hispanic consumers on what Make-A-Wish Foundation is and what they do and nudge them a little to find out more and volunteer.”
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The win comes as part of a larger agreement between the Make-A-Wish Foundation and iNSPIRE's parent agency Moroch Partners, which was signed this week to develop national public service announcements for the charity. INSPIRE will create Spanish-language Web content and print, radio and TV ads at a reduced price for the nonprofit.
“Make-A-Wish Foundation faces a challenge in that not many people know what they do, even though they have been around a long time,” said Tommy Thompson, president, iNSPIRE. “There are very few Hispanics that know what it is all about, so this is really an opportunity for us to help them find volunteers to be wish granters. The focus is to educate Hispanic consumers on what Make-A-Wish Foundation is and what they do and nudge them a little to find out more and volunteer.”
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Friday, June 19, 2009
The Colors of Latinidad Never Looked So Good
Jaime Maldonado, 27, from Humboldt Park, beat out 620 artists across the nation in the “Expresa Tu Hispanidad” contest sponsored by the Kleenex tissue company. His vibrant design, “Celebración” was among the three chosen to adorn the Hispanic Heritage Month edition of the tissue box.
It’s all about the colors, Maldonado told EXTRA. His goal was to design an image that reflected not only his Puerto Rican roots, but also the rest of Latin America.
“Colors are an important way in which our cultures connect. As Latinos, we have a lot of vibrant colors whether you go to México, Colombia or Puerto Rico,” Maldonado said. “We have [a lot] of colors in our homes and in the streets.”
His winning design comes complete with a $5,000 prize and other perks to be announced at the launch of the product.
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It’s all about the colors, Maldonado told EXTRA. His goal was to design an image that reflected not only his Puerto Rican roots, but also the rest of Latin America.
“Colors are an important way in which our cultures connect. As Latinos, we have a lot of vibrant colors whether you go to México, Colombia or Puerto Rico,” Maldonado said. “We have [a lot] of colors in our homes and in the streets.”
His winning design comes complete with a $5,000 prize and other perks to be announced at the launch of the product.
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Kellogg Adds Honey to Target Hispanics
The Kellogg Co. is adding a little honey to Corn Flakes to cement its popularity among Hispanic consumers as well as the over-55 crowd.
Corn Flakes with a Touch of Honey, which has adds 100 percent natural honey to the 100-year old cereal, is hitting shelves this month.
The new cereal taps into the growing market for honey-sweetened products, which grew by 7.5 percent last year, according to Mintel Report "Sugar and Sweeteners 2008."
The launch will be supported by an ad campaign created by Kellogg's lead agency Leo Burnett.
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Corn Flakes with a Touch of Honey, which has adds 100 percent natural honey to the 100-year old cereal, is hitting shelves this month.
The new cereal taps into the growing market for honey-sweetened products, which grew by 7.5 percent last year, according to Mintel Report "Sugar and Sweeteners 2008."
The launch will be supported by an ad campaign created by Kellogg's lead agency Leo Burnett.
Read full article
Thursday, June 18, 2009
Ode to Milk
SAN CLEMENTE, Calif., June 17 /PRNewswire/ -- Celebrated poets ofall-time like Pablo Neruda and Sandra Cisneros have found inspiration in love, anguish, war and peace. Poems touch the heart, tingle the senses andignite the soul. Sonnets can make people laugh and cry simultaneously. But can they make you drink milk? The California Milk Processor Board (CMPB) -the creator of GOT MILK? and TOMA LECHE - is hoping to do just that with aviral "video poems" campaign targeting bilingual 18 to 24-year-oldHispanics.
"The video poems are laugh-out-loud funny, with a serious message,"says Steve James, executive director of the CMPB. "This is just another wayto connect with young Latinos and to remind them about the health andbeauty benefits of drinking milk."
According to a Scarborough Research report highlighted in a recent NewYork Times article, Hispanics between the ages of 18-34 years old are 21percent more likely to download media content online than other demographicgroups.(1)
CMPB advertising partner Grupo Gallegos produced three 45-second videopoems that are intentionally cheesy, sappy and ironic to illustrate milk'spower to produce strong, healthy teeth, and shiny hair as well as smooth,soft skin. The videos' beauty messages are featured today on socialnetworking sites including Facebook, YouTube, Migente.com and Quepasa.comwhere Latinos can enjoy and pass them on to family and friends.
Read full article
"The video poems are laugh-out-loud funny, with a serious message,"says Steve James, executive director of the CMPB. "This is just another wayto connect with young Latinos and to remind them about the health andbeauty benefits of drinking milk."
According to a Scarborough Research report highlighted in a recent NewYork Times article, Hispanics between the ages of 18-34 years old are 21percent more likely to download media content online than other demographicgroups.(1)
CMPB advertising partner Grupo Gallegos produced three 45-second videopoems that are intentionally cheesy, sappy and ironic to illustrate milk'spower to produce strong, healthy teeth, and shiny hair as well as smooth,soft skin. The videos' beauty messages are featured today on socialnetworking sites including Facebook, YouTube, Migente.com and Quepasa.comwhere Latinos can enjoy and pass them on to family and friends.
Read full article
Wednesday, June 17, 2009
RegaloCard to Launch Free Replacement to Costly Money Transfer Services
Miami, Fla. (PRWEB) June 16, 2009 -- RegaloCard, a revolutionary new type of Gift Card that allows the US Hispanic Community to instantly send their relatives back home what they need absolutely free, announced that the RegaloCard service will be available to the public starting this month. RegaloCard is a prepaid gift card that you can buy in the United States but whose PIN to redeem the gift card is delivered instantly via mobile technology to the person you choose in Latin America, to make purchases at leading local retailers. After two years of stealth development, RegaloCard has developed a proprietary mobile technology and payment platform to create a new business segment, the "International Gift Card" which is estimated as a $350 Billion dollar market opportunity and provides a unique twist to two large business segments the Money Transfer and Gift Card markets.
RegaloCard is fast and easy to use. Consumers merely choose the gift card they wish to send to their families from the leading brands in their home country, and provide the name and cellular number of the recipient. Using the latest mobile technology the recipient in Latin America instantly receives a RegaloCard PIN which they can use to make purchases at any of the retailers locations. The RegaloCard service works with all mobile handsets and all carriers worldwide and is delivered instantly 24 hours a day 365 days a year, so recipients no longer have to go the bank or only receive gifts from their family members during banking hours. RegaloCards are available from the best known retail brands in country allowing consumers to choose from brands they know and love and have grown up with in their home country.
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RegaloCard is fast and easy to use. Consumers merely choose the gift card they wish to send to their families from the leading brands in their home country, and provide the name and cellular number of the recipient. Using the latest mobile technology the recipient in Latin America instantly receives a RegaloCard PIN which they can use to make purchases at any of the retailers locations. The RegaloCard service works with all mobile handsets and all carriers worldwide and is delivered instantly 24 hours a day 365 days a year, so recipients no longer have to go the bank or only receive gifts from their family members during banking hours. RegaloCards are available from the best known retail brands in country allowing consumers to choose from brands they know and love and have grown up with in their home country.
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Tuesday, June 16, 2009
Volkswagen and Major League Soccer Kick Fun into High Gear with Nationwide Youth Soccer Mobile Tour
HERNDON, Va., June 15 /PRNewswire/ -- Volkswagen of America, the official automotive partner of Major League Soccer, today kicked off The Footballers' Clubhaus presented by Volkswagen and MLS, a 19-city mobile marketing tour that will showcase Volkswagen's product family at local youth soccer tournaments across the U.S. The Footballers' Clubhaus presented by Volkswagen and MLS Mobile Tour, which will also feature a host of games and activities for the entire family, builds upon the company's global commitment to the sport. The Footballers' Clubhaus presented by Volkswagen and MLS hits the road today and will run through November when the brand joins the MLS Cup championship in Seattle.
"Globally, Volkswagen has been a long-time supporter of soccer. In the U.S. we've been increasing our commitment to the sport and are delighted to expand our presence at a grass-roots level throughout local communities," said Tim Ellis, Vice President of Marketing for Volkswagen of America, Inc. "The youth soccer tour is testament to Volkswagen's strategy of engaging families and multicultural audiences with our brand in a fun, authentic way."
Volkswagen and Major League Soccer's The Footballers' Clubhaus presented by Volkswagen and MLS tour aims to reach families of the more than 3.2 million participants currently registered in youth soccer nationwide. As part of the tour, Volkswagen will take its fleet of cars on the road to approximately 46 youth soccer tournaments over 74 days that will include several fun-filled ride-and-drive opportunities for consumers. Thirteen of these markets are part of the largest Hispanic Soccer Tournament, titled Futbolito, a four-on-four traveling tournament for amateur players.
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"Globally, Volkswagen has been a long-time supporter of soccer. In the U.S. we've been increasing our commitment to the sport and are delighted to expand our presence at a grass-roots level throughout local communities," said Tim Ellis, Vice President of Marketing for Volkswagen of America, Inc. "The youth soccer tour is testament to Volkswagen's strategy of engaging families and multicultural audiences with our brand in a fun, authentic way."
Volkswagen and Major League Soccer's The Footballers' Clubhaus presented by Volkswagen and MLS tour aims to reach families of the more than 3.2 million participants currently registered in youth soccer nationwide. As part of the tour, Volkswagen will take its fleet of cars on the road to approximately 46 youth soccer tournaments over 74 days that will include several fun-filled ride-and-drive opportunities for consumers. Thirteen of these markets are part of the largest Hispanic Soccer Tournament, titled Futbolito, a four-on-four traveling tournament for amateur players.
Read full article
Monday, June 15, 2009
El Sol Shines On Del Campo Nazca Saatchi & Saatchi
Argentine agency Del Campo Nazca Saatchi & Saatchi continues to add to its impressive awards tally, this time positioning it in the top ranks of the most renowned Spanish-speaking agencies.
At the 24th edition of El Sol (The Sun)–the Festival Iberoamericano de la Comunicación Publicitaria–in San Sebastian, Spain, the agency came home with 3 Gold, 1 Silver and 3 Bronze awards.
There was a gold award in the TV category for ‘Duets,’ a campaign developed for Inbev Group’s Cerveza Norte beer, and for ‘United Neighbors’ for BGH in the Promotional Marketing category. The third gold went to the ‘Tree’ print ad for Hospital Aleman, part of the highly-awarded ‘Children Do’ campaign which has already won 2 Clio’s and FIAP´s Grand Prix.
Awards for DHL and P&G campaigns completed the El Sol recognitions.
“El Sol is a prestigious festival that gathers together the world’s top Hispanic speaking trade agencies, which makes it a great challenge. It’s an honor to be present and to be recognised among the best Spanish agencies,” CEO Pablo del Campo said.
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At the 24th edition of El Sol (The Sun)–the Festival Iberoamericano de la Comunicación Publicitaria–in San Sebastian, Spain, the agency came home with 3 Gold, 1 Silver and 3 Bronze awards.
There was a gold award in the TV category for ‘Duets,’ a campaign developed for Inbev Group’s Cerveza Norte beer, and for ‘United Neighbors’ for BGH in the Promotional Marketing category. The third gold went to the ‘Tree’ print ad for Hospital Aleman, part of the highly-awarded ‘Children Do’ campaign which has already won 2 Clio’s and FIAP´s Grand Prix.
Awards for DHL and P&G campaigns completed the El Sol recognitions.
“El Sol is a prestigious festival that gathers together the world’s top Hispanic speaking trade agencies, which makes it a great challenge. It’s an honor to be present and to be recognised among the best Spanish agencies,” CEO Pablo del Campo said.
Read full article
Friday, June 12, 2009
'Today' to air Hispanic America series
New York -- NBC News' "Today" program has announced plans to air "We The People," a special week-long series aboutHispanic America.
Set to begin Monday, the series will cover a wide range of issues facing the Hispanic community and examine the successes and challenges of Hispanics across the United States, NBC said in a release.
The segments will include reports from "Today" correspondents such as Natalie Morales, Carl Quintanilla, Maria Celeste Arraras, Dr. Nancy Snyderman, Miguel Almaguer, Kerry Sanders and Michelle Caruso-Cabrera.
The series will be featured online at WeThePeople.todayshow.com, where "Today's" correspondents will share their personal reflections on the stories they covered, the network noted.
Read full article
Set to begin Monday, the series will cover a wide range of issues facing the Hispanic community and examine the successes and challenges of Hispanics across the United States, NBC said in a release.
The segments will include reports from "Today" correspondents such as Natalie Morales, Carl Quintanilla, Maria Celeste Arraras, Dr. Nancy Snyderman, Miguel Almaguer, Kerry Sanders and Michelle Caruso-Cabrera.
The series will be featured online at WeThePeople.todayshow.com, where "Today's" correspondents will share their personal reflections on the stories they covered, the network noted.
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Thursday, June 11, 2009
American Airlines Targets U.S. Hispanic Consumers With Launch of National Advertising Campaign
FORT WORTH, Texas, June 10 /PRNewswire-FirstCall/ -- American Airlines this week launched a national advertising campaign aimed at U.S. Hispanic travelers in an effort to increase American's business and to better serve the booming Latino population.
With this new campaign, American seeks to continue to be the airline of choice, uniting Latinos and their families by meeting all of their travel needs - connecting them to business associates and loved ones in any part of the world.
"American has had a commitment to this important demographic for decades," said Dan Garton, American's Executive Vice President - Marketing. "As the leading U.S. airline serving Latin America, as well as a founding member of the oneworld(R) Alliance, we are in an ideal position to provide a service that makes it easy for families to stay in touch and business travelers to do business."
The campaign - conceived by American's longstanding U.S. Hispanic agency, Zubi Advertising Services, Inc. - will target Hispanic consumers with advertising in print publications and the major Spanish-language TV networks, Univision and Telemundo, among other media. The focus of the campaign is to make Hispanics more aware of the benefits of becoming a member of the American Airlines AAdvantage program, the world's first loyalty program and consistently recognized as the best in the industry.
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With this new campaign, American seeks to continue to be the airline of choice, uniting Latinos and their families by meeting all of their travel needs - connecting them to business associates and loved ones in any part of the world.
"American has had a commitment to this important demographic for decades," said Dan Garton, American's Executive Vice President - Marketing. "As the leading U.S. airline serving Latin America, as well as a founding member of the oneworld(R) Alliance, we are in an ideal position to provide a service that makes it easy for families to stay in touch and business travelers to do business."
The campaign - conceived by American's longstanding U.S. Hispanic agency, Zubi Advertising Services, Inc. - will target Hispanic consumers with advertising in print publications and the major Spanish-language TV networks, Univision and Telemundo, among other media. The focus of the campaign is to make Hispanics more aware of the benefits of becoming a member of the American Airlines AAdvantage program, the world's first loyalty program and consistently recognized as the best in the industry.
Read full article
Wednesday, June 10, 2009
Southwest's 'Sr. Destino' Offers Assistance
Southwest Airlines has created a Hispanic-market campaign called "Mr. Destination" that includes television, radio and online elements.
The campaign features Sr. Destino ("Mr. Destination"), a fictive "ultimate travel companion," who helps the traveler make important business deals, vacations, meetings and the like.
The effort, which launched last week, is running on Univision, Telemundo, Azteca, Galavision, CNN Español, ESPN Sports, national Hispanic radio stations and Internet portals like Univision.com.
A spokesperson for the Dallas-based airline says the two ads -- one for business-class customers and the other for leisure travelers -- are in Spanish, with a bilingual landing page on the Web site.
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The campaign features Sr. Destino ("Mr. Destination"), a fictive "ultimate travel companion," who helps the traveler make important business deals, vacations, meetings and the like.
The effort, which launched last week, is running on Univision, Telemundo, Azteca, Galavision, CNN Español, ESPN Sports, national Hispanic radio stations and Internet portals like Univision.com.
A spokesperson for the Dallas-based airline says the two ads -- one for business-class customers and the other for leisure travelers -- are in Spanish, with a bilingual landing page on the Web site.
Read full article
Tuesday, June 9, 2009
Hurrah! Marketing Adds Blanco-Lorenz and Jay Silverman Prods. As New Clients to its Roster
DMN Newswire--2009-6-9--Hurrah! Marketing, a preeminent representation firm for creative companies, has just signed two new clients, Blanco-Lorenz and Jay Silverman Productions, adding them to its roster. Hurrah! Marketing will also have a strong presence at the upcoming Promax/BDA Conference in New York City. Carol Eisenrauch, President and Head of Global Business Development for Hurrah! Marketing, made the announcement.
ABOUT BLANCO-LORENZ:
Blanco-Lorenz is a 100% Hispanic owned and operated firm that creates a place where Latino culture and America media meet. The company is part design studio, part think tank, and part ad agency. Partnering with TV networks to re-think programming and promotion to bridge these two cultures, Blanco-Lorenz helps change perceptions and behaviors of viewers. Among Blanco-Lorenz's clients are NBC Universal, Walt Disney Television, HBO Latin America, Showtime, Sesame Workshop, Telemundo, mun2, Cinemax, Intermedia Partners, WAPA, Cinelatino, Yahoo! and others.
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ABOUT BLANCO-LORENZ:
Blanco-Lorenz is a 100% Hispanic owned and operated firm that creates a place where Latino culture and America media meet. The company is part design studio, part think tank, and part ad agency. Partnering with TV networks to re-think programming and promotion to bridge these two cultures, Blanco-Lorenz helps change perceptions and behaviors of viewers. Among Blanco-Lorenz's clients are NBC Universal, Walt Disney Television, HBO Latin America, Showtime, Sesame Workshop, Telemundo, mun2, Cinemax, Intermedia Partners, WAPA, Cinelatino, Yahoo! and others.
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The MEXICANAL(R) Network Launches on KJJM-DT2 TV-34 Dallas - Ft. Worth, TX
ATLANTA, June 8 /PRNewswire/ -- The MEXICANAL(R) Network continues toexpand its digital distribution with a multicast launch in Dallas-Ft.Worth. Beginning today, KJJM-DT2 TV-34 viewers can access MEXICANAL'squality Spanish-language lineup on channel 34.2, which features regionalnews, sports, popular entertainment and culturally relevant programs directfrom regions throughout Mexico (i.e., Jalisco, Michoacan, Guanajuato,Aguascalientes, Guerrero, Oaxaca, State of Mexico, Nuevo Leon, San LuisPotosi, Sonora, Hidalgo, Campeche and Yucatan).
Today's news represents the addition of another key market for TheMEXICANAL Network, which was formed jointly by Cablecom, Mexico's thirdlargest cable television service provider, and Castalia Communications in2005. One of the southwest's Hispanic hotbeds, the Dallas market ranks No.5 in the nation, 26% of its population is Hispanic, and this populationgrew by a staggering 40.82% from 2000 to 2008, according to Geoscape(R)American Marketscape Datastream(TM) 2008 Series. Additionally, the majorityof Dallas-market Hispanics are Mexican immigrants from many of the regionsserved by MEXICANAL's extensive network of affiliates.
MEXICANAL now reaches more than 2.4 million homes through a mix ofcable, satellite and multicast distribution.
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Today's news represents the addition of another key market for TheMEXICANAL Network, which was formed jointly by Cablecom, Mexico's thirdlargest cable television service provider, and Castalia Communications in2005. One of the southwest's Hispanic hotbeds, the Dallas market ranks No.5 in the nation, 26% of its population is Hispanic, and this populationgrew by a staggering 40.82% from 2000 to 2008, according to Geoscape(R)American Marketscape Datastream(TM) 2008 Series. Additionally, the majorityof Dallas-market Hispanics are Mexican immigrants from many of the regionsserved by MEXICANAL's extensive network of affiliates.
MEXICANAL now reaches more than 2.4 million homes through a mix ofcable, satellite and multicast distribution.
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Monday, June 8, 2009
Acosta has a diverse client portfolio
Acosta Sales and Marketing Co. is a leading full-service sales and marketing agency providing outsourced sales, merchandising, marketing and promotional services to consumer-packaged-goods manufacturers throughout North America.
Acosta's staff of more than 13,000 professionals in virtually every major market in the U.S. and Canada has made it a market leader, focused on understanding consumers' buying behaviors and positioning its clients' products where consumers make their buying decisions - at the shelf.
The largest vendor to every major North American grocery retailer/wholesaler, Acosta has a diverse client portfolio, including top natural-food manufacturers and Hispanic-product manufacturers.
Acosta's size and scale give it access to broad sets of key data to take a strategic problem-solving approach for both retailers and manufacturers. Its experienced associates are in every major market with the passion and commitment to excel. This expertise and go-to-market strategy maximize instore results through a keen understanding of department and aisle performance, store-specific results, consumer insights, pricing optimization and advanced technology.
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Acosta's staff of more than 13,000 professionals in virtually every major market in the U.S. and Canada has made it a market leader, focused on understanding consumers' buying behaviors and positioning its clients' products where consumers make their buying decisions - at the shelf.
The largest vendor to every major North American grocery retailer/wholesaler, Acosta has a diverse client portfolio, including top natural-food manufacturers and Hispanic-product manufacturers.
Acosta's size and scale give it access to broad sets of key data to take a strategic problem-solving approach for both retailers and manufacturers. Its experienced associates are in every major market with the passion and commitment to excel. This expertise and go-to-market strategy maximize instore results through a keen understanding of department and aisle performance, store-specific results, consumer insights, pricing optimization and advanced technology.
Read full article
Friday, June 5, 2009
From ELA to the Boardroom and Beyond
By Al Carlos Hernandez
Robert J. Renteria, Jr. can be considered a modern day Hispanic Horatio Alger. His raza rags-to-riches story is one that legends are made of. He has indeed transcended socio-economic class though hard work, word, deed, and life example. He has taken himself from the barrio to the boardroom.
For him this media platform is only the beginning. He intends to take his message of hope to break the cycle of hopelessness for those young people like him, bound with a tradition of failure.
Renteria is from East L.A. where he was abandoned by his substance abusing father. As a young man he became involved with the social Darwinism of street life: he gang banged, dealt and used drugs, dropped out of high school, and went from one money hustle, dead end job to another. Many Latinos have been plagued with this cycle of hopelessness and used despair as an excuse. But not Robert.
Robert said, “I wrote the book From The Barrio to the Boardroom. I realized that we have children, teenagers, and adults alike walking around in a culture of darkness so I decided to do something about it, and so I wrote the book.”
The book chronicles Robert’s sometimes one-step-forward-two-steps-back unrelenting quest for business success. “The barrio book is a message of hope and dreams. There are no victims, only those who refuse to make a choice. If we believe we can overcome seemly impossible obstacles, we can.
Read full article
Robert J. Renteria, Jr. can be considered a modern day Hispanic Horatio Alger. His raza rags-to-riches story is one that legends are made of. He has indeed transcended socio-economic class though hard work, word, deed, and life example. He has taken himself from the barrio to the boardroom.
For him this media platform is only the beginning. He intends to take his message of hope to break the cycle of hopelessness for those young people like him, bound with a tradition of failure.
Renteria is from East L.A. where he was abandoned by his substance abusing father. As a young man he became involved with the social Darwinism of street life: he gang banged, dealt and used drugs, dropped out of high school, and went from one money hustle, dead end job to another. Many Latinos have been plagued with this cycle of hopelessness and used despair as an excuse. But not Robert.
Robert said, “I wrote the book From The Barrio to the Boardroom. I realized that we have children, teenagers, and adults alike walking around in a culture of darkness so I decided to do something about it, and so I wrote the book.”
The book chronicles Robert’s sometimes one-step-forward-two-steps-back unrelenting quest for business success. “The barrio book is a message of hope and dreams. There are no victims, only those who refuse to make a choice. If we believe we can overcome seemly impossible obstacles, we can.
Read full article
Proactive: Awards and Honors Abound
Lopez Negrete Receives Minority Business Award
Hispanic marketing pioneer Alex Lopez Negrete is one of three executives honored for their long-term achievements in minority business development at the National Minority Supplier Development Council Leadership Awards in New York recently.
Lopez Negrete is co-owner, president and chief executive officer of Houston-based Lopez Negrete Communications, the second-largest independent Hispanic-owned and -operated marketing agency in the country.
Lopez Negrete received the council's Leadership Award. "Receiving this recognition ... is extraordinarily meaningful to us, primarily because our status as a privately held, Hispanic owned and operated company is something we take very seriously, and because it is core to the values and vision which have driven our enterprise for the past 24 years: to bridge the gap between corporate and Hispanic America with communications that empower each of them to achieve their goals," Lopez Negrete said.
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Hispanic marketing pioneer Alex Lopez Negrete is one of three executives honored for their long-term achievements in minority business development at the National Minority Supplier Development Council Leadership Awards in New York recently.
Lopez Negrete is co-owner, president and chief executive officer of Houston-based Lopez Negrete Communications, the second-largest independent Hispanic-owned and -operated marketing agency in the country.
Lopez Negrete received the council's Leadership Award. "Receiving this recognition ... is extraordinarily meaningful to us, primarily because our status as a privately held, Hispanic owned and operated company is something we take very seriously, and because it is core to the values and vision which have driven our enterprise for the past 24 years: to bridge the gap between corporate and Hispanic America with communications that empower each of them to achieve their goals," Lopez Negrete said.
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Thursday, June 4, 2009
Zubi Wins A 2009 Effie Award
CORAL GABLES, Fla., June 3 /PRNewswire/ -- The Effies has announced that Zubi Advertising has won a Silver for its Ford SYNC Integrated Campaign in the Hispanic Category in the North American competition. The campaign, which features Grammy Award-winning Latin pop star Juanes, is Zubi's latest non-traditional, below-the-line campaign with a strong focus on digital.
"Effies have always been the gold standard to judge the success of a program," said COO Joe Zubi. "To win one during these challenging economic times makes it even more rewarding."
Developed by Microsoft, SYNC is a voice-activated in-car communication and entertainment system for a user's mobile phone and digital music player. Unlike other competitive voice-activated systems, SYNC's ability to understand various Spanish accents is key for the US Hispanic Market, where consumers have various countries of origin, and varying degrees of acculturation and language proficiency.
"Juanes was the perfect fit to launch SYNC in the Hispanic Market," said David Rodriguez, Ford multicultural marketing manager. "Staying connected to friends and music is part of everyday life for our tech-savvy Hispanic target, and SYNC brings this power to Ford drivers."
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"Effies have always been the gold standard to judge the success of a program," said COO Joe Zubi. "To win one during these challenging economic times makes it even more rewarding."
Developed by Microsoft, SYNC is a voice-activated in-car communication and entertainment system for a user's mobile phone and digital music player. Unlike other competitive voice-activated systems, SYNC's ability to understand various Spanish accents is key for the US Hispanic Market, where consumers have various countries of origin, and varying degrees of acculturation and language proficiency.
"Juanes was the perfect fit to launch SYNC in the Hispanic Market," said David Rodriguez, Ford multicultural marketing manager. "Staying connected to friends and music is part of everyday life for our tech-savvy Hispanic target, and SYNC brings this power to Ford drivers."
Read full article
Wednesday, June 3, 2009
Latino coalition chides Spirit Airlines for 'Justice Ochita' ad
A group of Latino organizations complained Friday about a Spirit Airlines cheap fares promotion, which depicted a Latina woman in judge’s robes called “Justice Ochita Suprema.” The groups have reacted negatively to the ad, which was posted on the airlines website until yesterday, because they see it as a stereotype that mocks Supreme Court nominee Sonia Sotomayor.
The letter by Al Piña, chair of the Florida Minority Community Reinvestment Coalition, chides the airlines marketing department. “Your ads portraying Judge Sotomayor as a cartoon character selling tickets is nothing but disrespectful,” Piña wrote. “It is obvious that your marketing department does not understand the significance of this nomination to the Supreme Court for ALL Latinos in our country.”
The company, which denied any racial motivation or ill-will yesterday, had taken down the animated “Justice Ochita” today. But they had replaced her with another ethnic mascot: "Cheapano Fibonacci," a hat-wearing, mustached Italian offering $1 fares.
Ochita and Fibonacci are part of the airlines' cast of racial and ethnic mascots. They also have black, Asian and white characters that are used for their cheap fares promotions.
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The letter by Al Piña, chair of the Florida Minority Community Reinvestment Coalition, chides the airlines marketing department. “Your ads portraying Judge Sotomayor as a cartoon character selling tickets is nothing but disrespectful,” Piña wrote. “It is obvious that your marketing department does not understand the significance of this nomination to the Supreme Court for ALL Latinos in our country.”
The company, which denied any racial motivation or ill-will yesterday, had taken down the animated “Justice Ochita” today. But they had replaced her with another ethnic mascot: "Cheapano Fibonacci," a hat-wearing, mustached Italian offering $1 fares.
Ochita and Fibonacci are part of the airlines' cast of racial and ethnic mascots. They also have black, Asian and white characters that are used for their cheap fares promotions.
Read full article
Tuesday, June 2, 2009
Waking Up To The Word On Multicultural Marketing
For an entire period within digital, there has been a serious move to organize around and get smart on multicultural marketing. On the agency side and internally within brand organizations -- we organized for it, designated directors of it -- and certainly started to buy and sell media with multicultural audiences in mind. New businesses emerged: media ad and publisher networks, creative production enterprises, niche agencies. Larger agencies feeling the gap acquired boutique specialists and deemed them multicultural divisions. Thought leadership and programming reflected the focus on understanding diverse markets -- panels, roundtables, workshops and speakers everywhere took on the topic of "multicultural marketing."
It was a line drawn. We always knew who to go to within our agencies to get driving insights, market intelligence, a helping hand with retooling a plan. It always seemed awkwardly compartmentalized.
In fact, through all this, if you were really listening, it seemed like the people who really knew the business of this discipline, early on began dismissing or qualifying the term, the very word "multicultural." The declaration, "All marketing essentially is multicultural" has been thrown down more than once by people who know what time it is. And the really savvy ones had very specific directional advice that the market now seems to be heeding.
Read full article
It was a line drawn. We always knew who to go to within our agencies to get driving insights, market intelligence, a helping hand with retooling a plan. It always seemed awkwardly compartmentalized.
In fact, through all this, if you were really listening, it seemed like the people who really knew the business of this discipline, early on began dismissing or qualifying the term, the very word "multicultural." The declaration, "All marketing essentially is multicultural" has been thrown down more than once by people who know what time it is. And the really savvy ones had very specific directional advice that the market now seems to be heeding.
Read full article
Monday, June 1, 2009
Census Counts Part In Telemundo Novela
Telemundo, the NBC-owned Hispanic broadcast network, is following through on a pledge to help promote the 2010 Census by writing a Census Bureau employee into an ongoing telenovela, Mas Sabe el Diablo. The Wire colleague Laura Martinez wrote about this plan earlier but now more can be told.
The character is still being created, but she will be someone emerging from a difficult period in her life who lands a job at the bureau, according to Alfredo Richard, senior vice president of communications and talent development. She won't be counting heads -her character is scheduled to appear in the fourth quarter, and the novela will be over before the census taking starts next April. Instead, she'll be doing "field work, rallying support and getting the word out there," Richard said.
Telemundo produces its own telenovelas and has the flexibility to write in causes the network supports, such as the census or health issues such as diabetes or public policy on immigration. (It also write-in product placements, such as a female character driving a Chevy Malibu.)The census is important to Hispanics - and Hispanic networks - as it helps set funding priorities and election districts (and TV audience parameters).
Telemundo has a "Be Counted" campaign under way. "This is part of our mission as a Hispanic media company," Richard said.
Read full article
The character is still being created, but she will be someone emerging from a difficult period in her life who lands a job at the bureau, according to Alfredo Richard, senior vice president of communications and talent development. She won't be counting heads -her character is scheduled to appear in the fourth quarter, and the novela will be over before the census taking starts next April. Instead, she'll be doing "field work, rallying support and getting the word out there," Richard said.
Telemundo produces its own telenovelas and has the flexibility to write in causes the network supports, such as the census or health issues such as diabetes or public policy on immigration. (It also write-in product placements, such as a female character driving a Chevy Malibu.)The census is important to Hispanics - and Hispanic networks - as it helps set funding priorities and election districts (and TV audience parameters).
Telemundo has a "Be Counted" campaign under way. "This is part of our mission as a Hispanic media company," Richard said.
Read full article
Friday, May 29, 2009
Top Tech Brands for Women: Apple #1
Apple ranks as the top technology brand among women in the US, who were asked which tech brand or company they admired most, according to a study from Solutions Research Group (SRG).
Apple was followed by Sony, Microsoft, Dell and Hewlett-Packard (HP), MarketingCharts reports.
The open-ended (unaided) question about most-admired brands is part of SRG's Women & Digital Life study, which explores a wide range of digital behaviors among women. Without being prompted, 20% of respondents mentioned Apple, 14% mentioned Sony, 10% mentioned Microsoft, 10% cited Dell and 6% mentioned HP.Other brands mentioned in the top 20:
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Apple was followed by Sony, Microsoft, Dell and Hewlett-Packard (HP), MarketingCharts reports.
The open-ended (unaided) question about most-admired brands is part of SRG's Women & Digital Life study, which explores a wide range of digital behaviors among women. Without being prompted, 20% of respondents mentioned Apple, 14% mentioned Sony, 10% mentioned Microsoft, 10% cited Dell and 6% mentioned HP.Other brands mentioned in the top 20:
Read full article
Thursday, May 28, 2009
Time Warner Cable Prepares Hispanic Households for the Digital TV Transition
LOS ANGELES, May 27 /PRNewswire/ -- June 12, 2009 is the deadline forthe digital transition as set by the U.S. Congress whereby all TV stationswill only transmit signal in digital format. To help answer the manyquestions the transition to digital television (DTV) raises, Time WarnerCable, an industry leader and second-largest cable operator in the U.S.,continues its comprehensive educational campaign called "Enterate yConectate/Get Informed, Stay Connected" to help inform and prepare theHispanic community for the DTV transition. Through this campaign, TimeWarner Cable wants to ensure the community stays connected and doesn't godark when the transition takes place. Time Warner Cable is committed toproviding the right information to help the community make an informeddecision that will prepare them for the DTV transition.
"We know there's a lot of information on DTV and it can beoverwhelming. At Time Warner Cable, we want to provide straight answers toconsumers' questions to help make the process easier to understand,"commented Stephen Pagano, Executive Vice President for Time Warner CableWest Region. "The DTV transition will affect everyone and we realize thatthere are many households still unclear about the digital transition. Thiscampaign equips the community with extensive information from experts inthe field, educating them in a unique and uncomplicated friendly manner sothat they may make a well-informed personal decision on the DTVtransition."
Read full article
"We know there's a lot of information on DTV and it can beoverwhelming. At Time Warner Cable, we want to provide straight answers toconsumers' questions to help make the process easier to understand,"commented Stephen Pagano, Executive Vice President for Time Warner CableWest Region. "The DTV transition will affect everyone and we realize thatthere are many households still unclear about the digital transition. Thiscampaign equips the community with extensive information from experts inthe field, educating them in a unique and uncomplicated friendly manner sothat they may make a well-informed personal decision on the DTVtransition."
Read full article
Wednesday, May 27, 2009
WNUA signs off jazz for Hispanic format
As first tipped here months ago, Clear Channel Radio has finally switched formats at beleaguered smooth jazz WNUA-FM (95.5).
On Friday, after jazz pianist Ramsey Lewis finished his 9 a.m. show, the station introduced a Spanish format that Clear Channel management characterized as Spanish hot adult contemporary.
For promotional purposes, the station now will be referred to as "Mega 95.5," but no new call letters have been announced. The new playlist will range from Juanes and Mana to Enrique Iglesias and Paulina Rubio.
After axing scores of staff in recent months at WNUA and the five other radio properties it operates in the Chicago market, Clear Channel also now plans to add nearly 30 new bilingual staffers and on-air talent to operate Mega 95.5.
Read full article
On Friday, after jazz pianist Ramsey Lewis finished his 9 a.m. show, the station introduced a Spanish format that Clear Channel management characterized as Spanish hot adult contemporary.
For promotional purposes, the station now will be referred to as "Mega 95.5," but no new call letters have been announced. The new playlist will range from Juanes and Mana to Enrique Iglesias and Paulina Rubio.
After axing scores of staff in recent months at WNUA and the five other radio properties it operates in the Chicago market, Clear Channel also now plans to add nearly 30 new bilingual staffers and on-air talent to operate Mega 95.5.
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Monday, May 25, 2009
Some Bright Spots for Ad Biz Despite Down Economy
Rollinsville, Colorado, USA (PRWEB) May 23, 2009 -- Not all news about the advertising and marketing communications business related to the economy is bad, according to a survey of ICOM independent ad agency network members (http://www.icomagencies.com/).
Budget cuts and new challenges are serving as catalysts for new marketing communications approaches as clients are becoming more open to new ideas and experimentation, the global survey found. And while every independent agency responding from across the globe but one (Primus Advertising/ICOM, Accra, Ghana) said the economic downturn has had a negative impact on clients' marketing budgets, clients that have increased spending are reaping rewards.
Two U.S. companies that boosted their budgets substantially, Oil Can Henry's International, a quick lube chain, and NextGen Healthcare Information Systems, a provider of electronic healthcare information systems, are seeing meaningful market share increases.
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Budget cuts and new challenges are serving as catalysts for new marketing communications approaches as clients are becoming more open to new ideas and experimentation, the global survey found. And while every independent agency responding from across the globe but one (Primus Advertising/ICOM, Accra, Ghana) said the economic downturn has had a negative impact on clients' marketing budgets, clients that have increased spending are reaping rewards.
Two U.S. companies that boosted their budgets substantially, Oil Can Henry's International, a quick lube chain, and NextGen Healthcare Information Systems, a provider of electronic healthcare information systems, are seeing meaningful market share increases.
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Upfronts 2009: Specials Abound On Discovery En Espanol
Discovery en Espanol, looking to continue its momentum with adults 18 to 49, will bring a diverse lot of specials and series, new and returning alike, to TV and other screens during the 2009-10 season.During its upfront presentations to advertisers this spring, the network, which claims to be the second-highest-rated Spanish-language cable network with the aforementioned group, has presented specials and series across all its key genres: adrenaline, ingenuity, wild Discovery, real life Drama, living, our world and green."Discovery en Español continues to deliver the most relevant and highest-quality entertainment available to U.S. Hispanic audiences," said Luis Silberwasser, senior vice president and general manager of Discovery Networks U.S. Hispanic Group, in a statement. "By elevating the standard for Spanish-language television, we not only stay true to our core principles but also to a proven content strategy that has consistently delivered strong ratings for our network".Among the returning series, which originate on other networks within Discovery Communications' stable of services are Storm Chasers, I Shouldn't Be Alive, Man vs. Wild, Deadliest Catch and Whale Wars. To that list, the service will add Animal Planet's hit River Monsters.
Additionally, Discovery en Espanol is planning a new series spin-off of the acclaimed Maras special that debuted in 2007, while Science of the Movies is a new magazine show that looks at the science behind the celluloid and digital.
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Additionally, Discovery en Espanol is planning a new series spin-off of the acclaimed Maras special that debuted in 2007, while Science of the Movies is a new magazine show that looks at the science behind the celluloid and digital.
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Friday, May 22, 2009
WNUA swings to Spanish format
WNUA, a pioneer 22 years ago with the adult-contemporary format that blended pop instrumentals and jazz influences, is poised to become a Spanish-language station, complementing the music of artists such as Shakira, Enrique Iglesias and Aventura with local on-air personalities, news and traffic in an effort to seize a share of a rapidly growing audience segment.
The flip, set for Friday morning, has been the subject of a guessing game within the industry as other smooth jazz stations around the country dropped the format in recent weeks. But much of the speculation wrongly had WNUA embracing country, oldies or classic rock rather than what is being billed as Spanish hot adult contemporary.
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The flip, set for Friday morning, has been the subject of a guessing game within the industry as other smooth jazz stations around the country dropped the format in recent weeks. But much of the speculation wrongly had WNUA embracing country, oldies or classic rock rather than what is being billed as Spanish hot adult contemporary.
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Thursday, May 21, 2009
ESPN Deportes Enters 2009-2010 Upfront Season with Record Ratings and Continued Focus on Delivering News with the Best Sportscasters in Spanish
NEW YORK, May 19 /PRNewswire/ -- ESPN Deportes, the only Spanish-language cable network televising sports 24 hours a day, enters the 2009-2010 "Upfront" season with record ratings, continued focus on featuring the best sportscasters in the industry and serving fans via its multimedia platforms offerings. The network announced today a series of initiatives at the company's Upfront, highlighted by the addition of legendary sportscaster Jorge Ramos to the company's television commentator team.
Ramos, who has served as the lead commentator for ESPN Deportes Radio for the past four years, will bring his considerable talent to ESPN Deportes TV, joining the network's world-renown analysts and commentators. Ramos will make his debut on ESPN Deportes TV Monday, August 3rd 2009 when the network begins to simulcast ESPN Deportes Radio's daily soccer program Jorge Ramos y su banda.
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Ramos, who has served as the lead commentator for ESPN Deportes Radio for the past four years, will bring his considerable talent to ESPN Deportes TV, joining the network's world-renown analysts and commentators. Ramos will make his debut on ESPN Deportes TV Monday, August 3rd 2009 when the network begins to simulcast ESPN Deportes Radio's daily soccer program Jorge Ramos y su banda.
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Wednesday, May 20, 2009
Badillo Nazca Saatchi & Saatchi's FIAP Success
Badillo Nazca Saatchi & Saatchi won four awards (1 Gold, 1 Silver, 2 Bronze) at FIAP 2009, making it the top winner from Puerto Rico. An additional three entries gained finalist status. The 40th version of the Iberoamerican Advertising Festival was held May 5-8 in Buenos Aires.
FIAP is the most prestigious creative competition in the Hispanic world, where the leading agencies from Latin America, Spain, Portugal and the U.S. Hispanic Market participate. This outstanding performance follows Badillo’s recent triumph at Cúspide 2009, where it was named Agency of the Year, after 15 awards and 14 finalists.
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FIAP is the most prestigious creative competition in the Hispanic world, where the leading agencies from Latin America, Spain, Portugal and the U.S. Hispanic Market participate. This outstanding performance follows Badillo’s recent triumph at Cúspide 2009, where it was named Agency of the Year, after 15 awards and 14 finalists.
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Upfronts 2009: Telemundo Hopes to Ride Ratings, Hispanic Growth
Telemundo heads into the upfront ad-sales auction optimistically, riding growing ratings and a focus on originally produced programming that can be tailored to advertisers' needs in marketing to the growing U.S. Hispanic audience, officials said at a presentation to reporters here today.
"In a challenging marketplace or a flat marketplace, I wouldn't want to be any other place than where we are right now," Michael Rodriguez, senior VP of sales and marketing at NBC Universal-owned Telemundo, said at the gathering, at The Modern. "Strong ratings, the right proposition, the right opportunity for advertisers, that's something that sets us apart. So I'm actually looking forward to the upfront."
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"In a challenging marketplace or a flat marketplace, I wouldn't want to be any other place than where we are right now," Michael Rodriguez, senior VP of sales and marketing at NBC Universal-owned Telemundo, said at the gathering, at The Modern. "Strong ratings, the right proposition, the right opportunity for advertisers, that's something that sets us apart. So I'm actually looking forward to the upfront."
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Tuesday, May 19, 2009
Content: Hoy Chicago Introduces New Design
Hoy, the daily Spanish-language publication in Chicago, is launching a new editorial design today that presents news and information in a more engaging, useful and practical way. The redesign offers an enhanced reading flow while incorporating unique stories, more color and superior graphics.
Hoy will continue to offer readers the most complete local, national and international news and information as well as a revamped entertainment section, ViveloHoy which highlights unique local entertainment as well as stories that can be followed on ViveloHoy.com.
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Hoy will continue to offer readers the most complete local, national and international news and information as well as a revamped entertainment section, ViveloHoy which highlights unique local entertainment as well as stories that can be followed on ViveloHoy.com.
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Monday, May 18, 2009
Young and Urban Users Power Internet Growth in Mexico
A solid majority of Internet users in Mexico are young, and many live in urban areas. According to a study by the World Internet Project, 64% of Mexico’s Internet users were ages 12 to 25 in 2008. Additionally, the study found that over 26.2% of total Internet users in Mexico resided in the Distrito Federal, more commonly known as Mexico City. In other words, a single city accounted for more than one-quarter of all Internet users in the country.
Younger Web users tend to more quickly adopt newer and broader online activities. comScore World Metrix reported a 10% increase in the Internet audience in Mexico in March 2009 from a year before. In addition, at least four of the top 15 Website properties in the country contain a social media element, with unique visitors to Facebook, WordPress, Batanga, and hi5 growing 220%, 61%, 60% and 35%, respectively, year over year.
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Younger Web users tend to more quickly adopt newer and broader online activities. comScore World Metrix reported a 10% increase in the Internet audience in Mexico in March 2009 from a year before. In addition, at least four of the top 15 Website properties in the country contain a social media element, with unique visitors to Facebook, WordPress, Batanga, and hi5 growing 220%, 61%, 60% and 35%, respectively, year over year.
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Friday, May 15, 2009
Arbitron Sponsors Showcase of Hispanic Ad Agencies
Arbitron said Thursday that it was a gold sponsor to the 2009 Showcase of San Antonio's Hispanic Advertising Agencies for the local San Antonio Chapter of the American Marketing Association. The Showcase of Hispanic Ad Agencies provides a forum for local agencies that create national and regional Hispanic advertising to exhibit their work to clients.
"We are proud to have this opportunity to support the San Antonio Hispanic advertising marketplace as the gold sponsor for the Showcase," said Chief Marketing Officer Alton Adams. "As the provider of local market radio ratings in San Antonio, supporting this showcase gives us the opportunity to directly support our clients and the radio advertising industry."
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"We are proud to have this opportunity to support the San Antonio Hispanic advertising marketplace as the gold sponsor for the Showcase," said Chief Marketing Officer Alton Adams. "As the provider of local market radio ratings in San Antonio, supporting this showcase gives us the opportunity to directly support our clients and the radio advertising industry."
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Thursday, May 14, 2009
Sonora Media joins the CAC
Sonora Media Group has become the newest member of the Cinema Advertising Council. Sonora Media Group's executive team has extensive experience reaching, engaging and communicating with the U.S. Hispanic market, and the company is comprised of insightful, bilingual and bicultural experts who have longtime relationships with key Hispanic leaders, organizations and media to deliver effective campaigns for our clients. Their experience is in market research, public involvement, grassroots marketing, public relations, strategic marketing, translation/interpretation, media buying and consulting services. Their clients include leading national and regional corporations, Hollywood and Latin American studios.
Sonora Media Group runs the bilingual on-screen advertising program called CineMinutos. The Hispanic-themed program allows advertisers to reach this highly attractive consumer in their own language, with their own culturally relevant trivia, music and message. Their program is currently on all Cinema Latino screens. Cinema Latino is the leading circuit of Spanish-language movie theaters in the United States. Founded in 2001, Cinema Latino is the first theater chain to recognize and meet the entertainment demands of U.S. Hispanics by offering a culturally relevant movie-going experience en español. Cinema Latino exhibits first-run movies from Hollywood and Latin America, dubbed/subtitled in Spanish, then enhanced with Latin music, concession products and other aesthetic elements added to the overall atmosphere.
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Sonora Media Group runs the bilingual on-screen advertising program called CineMinutos. The Hispanic-themed program allows advertisers to reach this highly attractive consumer in their own language, with their own culturally relevant trivia, music and message. Their program is currently on all Cinema Latino screens. Cinema Latino is the leading circuit of Spanish-language movie theaters in the United States. Founded in 2001, Cinema Latino is the first theater chain to recognize and meet the entertainment demands of U.S. Hispanics by offering a culturally relevant movie-going experience en español. Cinema Latino exhibits first-run movies from Hollywood and Latin America, dubbed/subtitled in Spanish, then enhanced with Latin music, concession products and other aesthetic elements added to the overall atmosphere.
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