A summary for Advertising Agencies, Corporate Marketers and Media Sales Executives, to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
Correction and Amplification: The article “DISH Beefs up Hispanic Marketing as Net Subs Grow” published on October 4 states that “Dish Latino works with several agencies …. from Miami-based Bonsai, which works on creative to Media 8 and Marca working on retention.” The following sentence reflects Dish Hispanic agency relationships in more detail: Hispanic Group is the media planning and buying agency for Dish Latino, while Media 8 is Dish Latino’s digital marketing agency and Marca is responsible for the retention business.
- Marriott
Marriott’s Hispanic campaign will launch at the end of October. In addition to partnerships with specialized and community-based media, the campaign will also generate many additional impressions in leading business publications and media including Bloomberg/BusinessWeek, Black Enterprise, The Economist, HuffPost Latino Voices and Here Media. For You, We're Marriott is part of a larger $5 million multicultural marketing effort by Marriott that focuses on African-American, Hispanic and lesbian, gay, bisexual and transgender (LGBT) communities. The campaign was created in partnership with UniWorld Group, which is Marriott's multicultural marketing agency of record.
- Unilever
Unilever announced the outcome of the global review of its media planning and buying agency services. Unilever confirmed that WPP’s Mindshare will continue to handle Unilever’s media planning and buying business in the U.S. (including the U.S. Hispanic market). IPG's media agency Initiative has been appointed in all Latin American countries including Mexico but excluding Brazil. At the same time Unilever has appointed PHD to handle Global Communication Planning for all Personal Care, Refreshment, Foods and Homecare brands. Global Planning for Household Care will be managed by Initiative, as part of an integrated IPG solution.
- T-Mobile –Telemundo
Telemundo Media announced that it has partnered with T-Mobile USA Inc. on a category-exclusive, 360° brand integration centered on the network’s reality competition, “Yo Me Llamo” (My Name Is), a reality talent competition in which the country’s most talented amateur singers and performers vie for $100,000 in cash and prizes by transforming themselves into their favorite musical icon. The show is hosted by novela superstar Gaby Espino and features a panel of three celebrity judges, including regional Mexican star Lupillo Rivera, renowned television host Penelope Menchaca and famous Mexican impersonator Sami. “Yo Me Llamo” (My Name Is) airs on Sunday at 9PM/8C on Telemundo. As the exclusive wireless sponsor of “Yo Me Llamo,” T-Mobile connects with families and social media fans through a multi-media campaign that highlights its new Unlimited Nationwide 4G Data Plan, as well as its premium 4G smartphones. During the casting process, T-Mobile allowed participants to share with their friends and families the exciting news of being selected to be a contestant pursuing the $100,000 cash prize, which is sponsored in part by T-Mobile. “At T-Mobile, we are excited to continue our partnership with Telemundo to effectively reach our Latino consumers through a 360 integrated campaign,” noted Peter DeLuca, the wireless carrier’s Senior Vice President, Brand & Advertising. “‘Yo Me Llamo’ showcases T-Mobile's unlimited data plan through broadcast, digital, mobile and social touchpoints, so viewers are able to not only learn about our unique position in the wireless market as offering the country’s sole 4G Nationwide Unlimited Data, but also to interact with our brand and the programming, which makes a greater impact.” - Pork Checkoff – Texas Hispanic Campaign
The growing influence of the Hispanic culture in the United States has prompted the Pork Checkoff to enhance its Hispanic marketing efforts by aligning with the Pork Be Inspired brand campaign. Pork Checkoff, a unit of the National Pork Board, is an organization that works to promote U.S. pork producers. This summer, the Checkoff teamed with 100 Walmart stores in Texas, from Corpus Christi to Houston and beyond, to encourage home cooks to put pork on their grills. Each weekend June through August, bilingual brand ambassadors hosted a party in the parking lot at each store. The brand ambassadors fired up grills and handed out pork chop samples and recipe brochures featuring pork with rice and other pork dishes. They also visited with consumers who stopped by Walmart’s meat cases. “Walmart’s theme is ‘meal solutions with the freshest ingredients possible,’” said Rodemeyer, noting that the Pork Checkoff partnered with Kingsford Charcoal and Bush’s Baked Beans on the Walmart events. “The grilled pork promotions were such a hit that the brand ambassadors needed more recipe brochures to distribute.” The Pork Checkoff looks forward to working with Walmart on more pork promotions, said Rodemeyer, adding that the Checkoff is looking at new ways to connect with Hispanic consumers. This summer, focus groups were held in San Antonio and Los Angeles to determine if the Checkoff’s Hispanic marketing strategy is resonating with consumers. Participants shared opinions about print, radio and online media advertisements and offered feedback on the Checkoff’s Spanish-language website found online at porkelsabordemilplatillos.com. Since Hispanic consumers are social-media savvy and love to share recipes, the Checkoff is revamping its Pork el sabor de mi platillos website and plans to launch a Spanish-language Facebook page soon, Rodemeyer said. - Johnnie Walker
Johnnie Walker announced the launch of My Label is Black, a nationwide program designed to celebrate the Hispanic community and give back by supporting and mentoring men on the journey to achieve their true potential. Involving several key elements, the Johnnie WalkerMy Label is Black platform will include engagement with iconic celebrity influencers, a large-scale advertising campaign, partnerships with leading charitable organizations in New York, Miami and Los Angeles, and consumer events.
"We have a history of connecting with our Hispanic consumer, whose achievements in this country inspire us every day," said Yvonne Briese, Vice President of Whisky for Diageo. Johnnie WalkerMy Label is Black program has partnered with the following celebrities: Don Omar, a multi-platinum recording artist, philanthropist, entrepreneur, actor and founder of his own record music label Orfanato Music Group ; Jorge Posada, a legendary former New York Yankee catcher and Alex Sensation, one of New York City's most celebrated media personalities, radio hosts and nightlife icons. Carat is Johnnie Walker’s (Diageo’s) media buying agency. - Western Union – Banco Ahorro Famsa
The Western Union Co. and Mexico’s Banco Ahorro Famsa are teaming up to offer the Western Union global money transfer service across 300 Banco Ahorro Famsa locations in Mexico starting November. Banco Ahorro Famsa also will offer consumers Vigo and Orlandi Valuta services.” It is a great honor for Grupo Famsa to work with Western Union. Our company will now offer Western Union Money Transfers — providing consumers, who send money to Mexico, with a new practical payout option that brings families closer," said Enrique Canseco, commercial director, Banco Ahorro Famsa. - Global Advertising Strategies-Prime Access Accounts
Portada caught up with Givi Topchishvili, CEO of Global Advertising Strategies, to talk about Global Advertising’s recent acquisition of Prime Access. One of the key questions is what accounts the new combined entitiy is going to work with. According to Topchishvili, “Prime Access has been working on several multicultural healthcare initiatives, with a dedicated focus on vaccines in the following disease areas: HIV, Human Papillomavirus (HPV), Shingles, and Hepatitis C among others.” After the acquisition, both agencies will “continue to work on over 30 pharmaceutical products across leading therapeutic categories (cardiovascular, oncology, infectious diseases, vaccines, etc) and some of the world’s largest global brands. Among those are Merck & Co., Inc. and Novartis Pharmaceuticals Corporation.”
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