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.
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- Red Mango
EGC Group has been named Red Mango’s, frozen yogurt and fruit smoothies retailer, marketing and advertising agency. The assignment implies strategy, creative development, LSM (local store marketing) and digital and social media programs for its 220 locations in the USA.The agency’s retail, digital and LSM experience includes Friendly’s, Sterling Optical, Canon,Jiffy Lube, Project Runway and Brother International, among others.So far, the agency has done a LSM product testing of juices, light food, and smoothies as part of the new Red Mango Cafe & Juice Bar concept. Additionally, it has developed a national Valentine’s Day promotional campaign to be launched on February 7.
- Rumba Meats
MarketVision agency has been chosen to handle total-market digital, social and shopper-marketing promotions for Cargill’s Rumba meats brand.The agency’s initiatives target a diverse consumer base focusing on the cultural insight behind shopper behavior.MarketVision has already designed and carried out digital, social and retail programs for Hispanic Heritage Month and Holiday for Rumba. Rumbameats.com website ,a Facebook page featuring recipes, photo contests and cooking tips, a Pinterest page and a Twitter feed were some of the elements included . The agency has also created a sales e-newsletter and has initiated active food blogger outreach. In February, the agency will launch Rumba’s Black History Month promotion. Agency partner SWEB Development will collaborate with MarketVision’s Rumba work . SWEB Development, a full-service digital agency offering creative digital strategies, graphic design, and development for web, mobile, and social.MarketVision clients include Cargill Meat Solutions, Chrysler Group, ConAgra Foods, Copa Airlines, Hershey’s, Kraft Foods, Mondelez International, Northwestern Mutual, MillerCoors, Centers for Disease Control and United Airlines.
- SUBWAY®
Univision Communications Inc. and SUBWAY Restaurants have announced a new partnership that will include six integrations of SUBWAY® Restaurants products and restaurants into Televisa’s hit telenovela, “Qué Pobres Tan Ricos” (Poor, But Rich).Custom content pieces featuring Univision actor Raul Gonzalez are also included in the agreement. Rodriguez will deliver SUBWAY® Restaurants selling points through his character in “Qué Pobres Tan Ricos”.Since premiering on January 6, 2014, the TV program is averaging 3 million viewers and ranking Univision as the No. 2 broadcast network among young Adults 18-34 ahead of ABC and CBS.SUBWAY® Restaurants products and restaurants will be seamlessly incorporated into storylines. The first integration will show one of the characters surprising another with a SUBWAY® $5 Footlong. The second, features a mother arriving unexpectedly to a birthday party with a SUBWAY FRESH FIT FOR KIDS™ meal. Other integrations will include scenes inside SUBWAY® Restaurants stores and show characters consuming SUBWAY® Restaurants products. In all, integrations will help Univision reaching Hispanic audiences.“Qué Pobres Tan Ricos” airs from Monday to Friday on the Univision Network at 10 p.m. .
- AT&T
AT&T is rolling out a series of TV ads featuring actress Sofia Vergara and Univision sportscaster Fernando Fiore.One spot has been titled ‘Golazo’ (Super Goal) and will air in the form of 15-second and 30-second TV ads, features both TV personalities in a living room watching soccer. The ad shows Fernando and Sofia cheering their favorite team after a goal is scored, and then a reference is made to AT&T’s 4G LTE network.
https://www.youtube.com/watch?v=SL20VkDpUaM#t=8
Another similar 15-second spot titled ‘Mas Confiable’ (Most Reliable) will air from Feb. 3 through the end of the month. Directed by Michael Spiller, these TV spots will bring the chemistry this duo had in the 90s to the screen.The spots were carried out by AT&T in collaboration with BRAVO and Lookout Entertainment director Michael Spiller.
- MasterCard
Carat has been awarded MasterCard’s media business in the U.S. and worldwide in all markets but Latin America.Universal McCann will retain the business in Latin America.UM has been in charge of global media planning and buying in Latin America since 2010.
- Heineken
Heineken and the UEFA Champions League (UCL) are once again bringing the popular soccer club competition to fans in the United States through various retail elements, from March 1 through May 24.Coinciding with this year’s program launch, Heineken is rolling out a new 16-ounce, three-pack format, designed with permanent UCL creative. Also, at retail, interactive displays and point-of-sale will direct consumers to sign into the UCL mobile site where they can try to digitally match their “Half Ticket” for the chance to win Heineken UCL prizes, such as Adidas-branded merchandise and signed UCL memorabilia. Consumers can also login with Foursquare to earn points every time they “check in” at retail. Additionally, program participants will be automatically entered into a sweepstakes for the chance to win a trip to a UCL match during the 2014-2015 season. Channel-specific cross-merchandising offers on the purchase of relevant items, including salty snacks, meats and ice, will round out the program and provide shoppers with solutions for their at-home viewing occasions, according to the company.”The UEFA Champions League is a proven passion point of Hispanic consumers,” said Belen Pamukoff, brand director for Heineken.”
- PayNearMe
PayNearMe is growing its reach with a deal to bring its cash transaction network to more than 8,000 Family Dollar locations across the United States.The deal almost doubles PayNearMe’s footprint. Its cash transaction network allows consumers to use cash to repay loans, pay rent, make online purchases, and much more. Consumers can make payments 24/7 in their own neighborhood any of the 17,000 participating 7-Eleven, Family Dollar, and ACE Cash Express stores across the United States.PayNearMe has also closed a $20-million round of financing led by GSV Capital. August Capital, Khosla Ventures, Maveron and True Ventures also participated in the round. PayNearMe will use the funds to continue expansion into existing categories while launching into new vertical markets.
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Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Nicolas Miranda at 1-800-937-5322 or e-mail him at [email protected]
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