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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- El Jimador
U.S. National Soccer Team and the annual U.S. Tour of the Mexican National Team official sponsor “El Jimador” has announced the launch of its´ 360 degree promotion “Take Home the Spirit,” involving limited edition soccer bottles, social media, in-store elements and a Foursquare component. El Jimador along with Foursquare has created the first of its kind “Watcher’s Guide,” which provides fans in 14 cities with a list of bars and restaurants where the Brazil soccer games will be featured. Consumers will have the opportunity to win prizes after checking in through Foursquare at select restaurants and stores or by visiting el Jimador’s web site at www.eljimador.com.Soccer fans can follow el Jimador on Facebook for weekly contests and soccer-related content.
- P&G
P&G is planning to buy a majority of its digital advertising programmatically (through auction-based systems in real time to target specific audiences) by the end of the year, according to an Ad Age report. Neither P&G nor Starcom MediaVest Group, which handles P&G’s digital ad buying, made comments on this.This could be a risky move for P&G’s ,as most of its products are sold via retailers. But P&G is among a minority of brands comfortable enough to buy programmatically at scale.
- Coca-Cola
Coca-Cola, one of the World Cup’s largest advertising partners, has released 32 versions of a new song called The World Is Ours, adjusted to different countries for the upcoming 2014 FIFA World Cup in Brazil.This is Coca-Cola’s biggest and broadest marketing campaign in which local marketers from 175 major cities around the world has participated. “The World Is Ours,” original version is sung by Brazilian singer David Correy.
- Chipotle
Chipotle has selected Omnicom’s GSD&M as its lead media agency and to handle some creative projects , planning and buying after a review. GSD&M will work primarily on Chipotle’s traditional advertising as most of the creative direction for Chipotle is set by its internal marketing team . Compass Point Media, part of Interpublic’s Campbell-Mithun, used to handle Media.There’s no set timeline yet for when GSD&M’s work will debut and no details on what creative GSD&M will work on, according to a Chipotle spokesman .The chain spent US $9.7 million on U.S. measured media in 2013, according to Kantar Media, up from US $5.9 million the prior year.
- Hooters
Hooters hired IPG media agency Initiative to adjust its marketing strategy and build a new approach. Initiative’s scope will include media buying and planning as well as digital strategy and analytics, according to people familiar with the matter.Hooters had been working with incumbent Knoxville’s MP Media & Promotions on its media business.For Initiative, this could be a small but profile account,since Hooters spent around US $10 million on measured media in 2013. Among Initiative’s clients are Hyundai Kia, Amazon and Miller Coors.
CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441
