LINKAGE: Brands Go for Hispennials, Is “White” a Useless Demographic?, Havas New PR Venture
A recap of major news on the Marketing and Media front from around the web compiled by Portada Digital Media Correspondent Susan Kuchinskas.
Felipe Esparza is "un Buen Fit" for Honda Fit
Combine two of the most desirable and least-understood consumer segments – Hispanics and Millennials – and you get Hispennials, a target market everyone wants to hit. Honda has a big Latino campaign for its little 2015 Fit, using the bulky comedian Felipe Esparza (photo) hype its many features to Hispennials. The TV spot, via Honda's Hispanic agency Orcí, includes digital, experiential and social media components, according to Mediapost, based on the hashtag #UnBuenFit. Andrew Orcí, the agency’s CEO, says it's the first fully integrated, bilingual campaign that Honda has done.
Latinas Lead Hispanic PR Push
Havas PR launched a multicultural practice that will focus on gaining earned media and social buzz within the Hispanic community. Havas Conexiones is led by by five Latinas with Argentinean, Cuban, El Salvadoran, Mexican and Puerto Rican backgrounds, stationed in Hispanic hot spots around the country, including New York, California and Texas. Havas Conexiones has released a report called Mi Casa en Los Estados Unidos: Millennials of the Border States. Among the findings is that 61 percent of the Hispennials surveyed said speaking Spanish was an important part of their lives.
Is "White" a Useless Demographic?
The New York Times followed up its June article on identity fragmentation among Hispanics trying to answer census questions with another piece that discusses the complexities of Hispanic racial and ethnic identity and points out that Hispanics aren't alone in grappling with this conundrum: Many Arab-Americans don't consider themselves white. What the NYT makes clear is that the concept of white as a race seems to be defined merely by the absence of any stronger ethnic identity. It concludes by quoting Kenneth Prewitt, a professor of public affairs at Columbia University and the author of “What Is Your Race? The Census and Our Flawed Efforts to Classify Americans,” who seems to think that race is an outmoded concept altogether.
Latinum Network Adds CPG Expertise
The brand advisory service appointed Graciela Eleta as senior strategic advisor. Eleta, formerly SVP of Univision Communications' Strategy & Insights Team, also gained experience in consumer packaged goods, retail, over-the-counter health products and beverages when she served as vice president of Procter & Gamble's Multicultural Division. Latinum Network is a member-based brand advisory network that provides proprietary research, a bilingual consumer community and a mobile platform.
First Original Spanish Netflix Production
Netflix will spice up its existing menu of Spanish-language content with what is likely the first original Spanish series produced by an over-the-top video service. According to Variety, the still-unnamed, 13-episode series produced by Alazraki Entertainment centers around a family feud among a family that owns a soccer club. The show will be shot in Mexico with a Latin American cast. The series is a smart move for Netflix as it continues its international expansion, but it will compete for eyeballs with ad-sponsored video and TV programming.
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