Sales Leads: DirecTV, Kraft, AFL-CIO, Unilever, Ford, Kleenex, Liberty Tax…
A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
DirecTV has been quietly implementing changes to its Hispanic strategy, including phasing out its DirecTV Más brand, and shifting creative work to the company’s DirecTV Latin America creative agency, Wing. (DirecTV changes Hispanic Strategy, stops publishing Mas Magazine.)
Tony Vernon, who soon will take over as chief executive at Kraft told the Financial Times that the US grocery company will increase its spending on Hispanic advertising by “double-digits” this year, after tripling its investment in 2011. He says Kraft launched seven new Latino campaigns last year and that most of the advertising budget for Kool-Aid was directed at Hispanics.
A Kleenex initiative recently began targeting Hispanic moms. The bilingual campaign, created by Latin Works, MindShare, Mass Hispanic Marketing, Hispania Public Relations, and Studiocom, was originally focused on getting children to sign up online to be “official sneeze catchers” and persuading parents to buy Kleenex tissues. Children who participated in the campaign could play free games on atrapaestornudos.com and received free gifts. After concluding the first phase of the initiative, Kleenex and its agency partners decided to focus on getting moms to join the fight against the common cold. Moms who sign up on the campaign website have the chance to win a $500 gift card and a year's supply of Kleenex facial tissues. Kleenex will also work to attract moms by launching in-store events across the country. It will also add a section to its website devoted to explaining the company's “Sneeze Shield” technology to moms.
In an interesting interview with ClickZ, Russel Lilly, multicultural marketing director at Unilever, said that Unilever will continue to reach the Hispanic demographic in 2012 through the Vivemejor platform and other programs by solo Unilever brands. “We will continue to build on the Vivemejor platform elements that work, such as our social media presence and in-store events, while looking to add additional elements that will enhance the consumer's experience via multiple touch points,” Lilly added. Unilever will continue to work with its digital agency the Captura Group for social media, Edelman for public relations, Mindshare for media buying, and Integrated Marketing Services for shopper marketing.
The AFL-CIO, the nation’s largest labor federation, is launching a new, redesigned “En Español” website as part of a continuous effort to engage with bilingual Latinos.
- Circuit of the Americas
Circuit of the Americas, the future home of the Formula One U.S. Grand Prix race in 2012, has launched a Spanish version of its website.
Ford has signed up as presenting sponsor of Meredith’s ‘Siempre Mujer Music Festival,’ an all-day experiential event that will take place June 16 in Charleston, South Carolina, the company confirmed.
- Liberty Tax Serviuce
Virginia-based Liberty Tax Service and Los Angeles-based EC Hispanic Media are partnering to bring Hispanic consumers in Southern California timely, high-value educational content.
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