Brand
|
Company
|
Agency
|
Period
|
Vehicle
|
Comment
|
CDC
|
Center for Disease Control |
Media Rare |
2005 |
Exploring custom publishing options |
The CDC is trying to reach Hispanic parents with children of a certain age |
Hanes
|
Hanes |
Lapiz |
Fall 2005 through May 2006 |
Hispanic entertainment and women's magazines |
Aims to change perceptions about the brand by showing celebrities wearing new clothes and styles |
Food brands
|
Unilever |
Mosaica |
Fourth quarter of 2005 |
National magazines and newspapers |
Food products. Other print-heavy brands include Lipton Iced Tea, Dove and Axe. |
Free Money Smart Financial Education Program
|
FDIC |
NA |
Summer 2005 |
Newspaper ads in 14 areas: Atlanta, Austin, Boston Chicago, Dallas, Denver, Kansas City, Los Angeles, McAllen, Miami, New York, Puerto Rico, San Antonio and Washington, D.C. |
Financial education program. Includes print and radio ads. |
Health Insurance Plan
|
General Electric Consumer Finance |
Headquarters Advertising |
May 2005 |
Direct mail (solo-mail) in Houston and Chicago markets last May. |
Based on the campaigns results, GE may or may not increase its advertising activity |
Many brands
|
Cendant |
Wing Latino |
2005 |
National Spanish-language magazines |
Increasing Hispanic media allocation for many of its brands |
Petco
|
Petco |
American Communications Group |
2006 |
Uses FSI's for general market and ROP for doggy day care stores and grooming services on a sporadic basis |
Pet supplies retailer is evaluating whether to enter the Hispanic advertising market |
Target
|
Target |
Haworth Marketing and Media |
Ongoing |
Fashion and beauty editorial environments, in national magazines |
Targeting Women, 18-49 |
Voy (Entertainment entrollment product in coop. with tbd partner). |
Voy Communications |
Black Sheep (media buying Starcom and/or FCB) |
Fourth quarter 2005 pilot |
Radio, Outdoor, print and direct marketing. (Direct mail (solo mail) and Internet (e-blasts), main components). |
Campaign will target bilingual and English-dominant Hispanics. Depending on the pilot's results, Voy will expand its campaign in 2006. |
Zorro (movie)
|
Sony Entertainment |
MCann Ericsson |
Summer and Fall 2005 |
National magazines, Hispanic newspapers in 100 markets |
Buys Hispanic media for movies which are popular among Hispanics as well as for movies with lead actors of Hispanic background. |