A weekly summary for Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
• 40ymas.com, Forty-something.com
The creators of Forty-something.com, an award-winning community website for women in their forties, have announced the launch of www.40ymas.com: a Spanish language weblog for middle-aged Hispanic women.
The new website was created to offer Spanish-speaking women over forty a useful online source of advice and information on the issues they want to find out more about. Structured in a blog format, the posts cover subjects related to style, beauty, parenthood, wellbeing, work, love, and more.
Cashball Limited and its software provider NYX Interactive have entered the Spanish online bingo market with the launch of BingOlé.com. This is the first international platform to be launched within the Isle of Man gaming licence for both Cashball and NYX, working together to create an international organization to handle new markets and products.
The new Spanish brand will appeal to the Spanish traditional bingo culture and is the first step towards an international expansion for the company, a company statement announced.
• Colgate, Hispanic Dental Association
Colgate and the Hispanic Dental Association officially declared April El Mes de la
Salud Bucal: Un Mundo de Sonrisas Saludables (Oral Health Month: A World of
Healthy Smiles(R)) as part of an ongoing commitment to quality oral care among the Hispanic community.
Carla Kelly, General Manager, Multicultural Marketing for Colgate-Palmolive, said: "Colgate has a long tradition of serving Hispanics in their native countries; that strong alliance has been carried over to the U.S. Hispanic market. Hispanics count on Colgate to be their trusted partner; and we are proud to launch this global educational program for the very first time in the United States to specifically address our consumers' needs."
The official kick-off to El Mes de la Salud Bucal took place April 3 in Miami, FL with numerous Oral Health Month ambassadors, Colgate officials, and renowned Hispanic journalist and the spokesperson for Colgate Total(R), Myrka Dellanos, who formally declared April as El Mes de la Salud Bucal.
Expanding on its nine year partnership with Ford, Univision’s “Sabado Gigante” (Giant Saturday) will serve as the exclusive platform for the launch of the 2010 Ford Fusion to the Hispanic community on Saturday, April 4th. For the second consecutive time in the last six months Ford is leveraging its long-standing commitment with “Sabado Gigante” as the exclusive domestic automotive sponsor to launch a multi-faceted, all-new Hispanic marketing campaign for the new 2010 Ford Fusion, the most fuel-efficient mid-size sedan in America.
The multi-faceted marketing campaign for the 2010 Ford Fusion will be seamlessly integrated throughout “Sabado Gigante.”
• Universal Music Latin Entertainment-The Axis Agency
Universal Music Latin Entertainment, whose labels control the largest share of Latin music sales in the U.S., has made The Axis Agency its preferred partner in seeking brand alliances and licensing content to companies marketing to Hispanics. The one-year, non-exclusive agreement covers the U.S. and Puerto Rico, and is an outgrowth of several campaigns that Axis has brokered with Universal’s Latin acts over the last few years, says Axis president Armando Azarloza.
• Discovery en Español
Discovery en Español assigned its account to Miami, FL, based Hispanic Group. Hispanic Group will design, create and buy media for Discovery en Espanol.
Sprint has assigned the media buying responsibilities for its Hispanic focused efforts to Mindshare Multicultural. The Vidal Partnership continues to handle strategic marketing, promotions and creative responsibilities. Sprint shifted all mainstream and multicultural media buying responsibilities to Mindshare.
• El Pollo Loco
“Que rico pollo” is the new Spanish-language ad campaign launching this spring for Costa Mesa, California-based El Pollo Loco, a quick-service chain known for flame-grilled chicken.
The campaign, which highlights the chain's behind-the-grill cooks, is more than simply a translation of general market spots to Spanish. While there is consistency with the overall brand message, the Spanish-language campaign is its own creative and concept, filmed in Mexico City, and was developed to speak to employees and customers in a language they'd understand. An estimated 99 percent of cooks behind the grill at El Pollo Loco are Hispanic, says Mark Hardison, vice president of marketing for El Pollo Loco, so the spots are designed both to reflect them and to speak to them. El Pollo Loco will spend $4 million on its Hispanic advertising efforts, as compared with $10 million for its general market campaign. But the Hispanic business does not play second fiddle to the English-language campaign, which will be created later this year.
Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).
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