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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- New York Life
New York Life has hired MediaVest for media planning and buying following a competitive review. Weber Shandwick has been chosen for consumer marketing communications and PR and Anomaly for creative and advertising.A search for a digital agency partner is still underway. Assembly was the company’s incumbent on the media planning and buying side for more than six years. According to Kantar Media, last year New York Life spent $73.9 million on measured media.
- Travelocity
Travel site Travelocity has appointed New York’s Assembly to handle U.S. media without a formal review. Previously, media was handled by Publicis Groupe’s Zenith Media. Travelocity spends about US$30 million annually on domestic advertising, according to Kantar Media. Expedia Inc. acquired Travelocity at the beginning of the year, and the site’s shift to Assembly represents. The MDC Group shop, formed last year by the merger of TargetCast, RJ Palmer and Doner Media, also handles buying and planning for the flagship Expedia brand, and buying for the company’s Hotels.com unit.Expedia Inc. properties—which also include Orbitz, Hotwire.com and Trivago, among others—account for about 75 percent of the U.S. online travel market.
- Abbott Labs
Abbott Labs, the Chicago-based health and pharmaceutical giant, is about to launch a global media agency review. Abbott Labs works with a handful of shops around the world. This upcoming review is aimed to consolidate global relationships. WPP’s Mindshare is the incumbent on the U.S. business and also supports the account in a number of additional markets. The agency has been working with the company for at least five years.The review is slated to include regions such as Asia, the Middle East and Europe and Latin America, but not China.Abbott spent US$142 million on measured media in the U.S. in 2014, according to Kantar Media.
- Sobieski Vodka
Sobieski Vodka, which is distributed in the USA by Imperial Brands, has moved its account to Coconut Grove, FL based MARCA. The agency’s duties on behalf of the brand will include advertising, media planning and buying, digital and public relations.
- Tequila Don Julio
On November 1st, Tequila Don Julio introduced a video by sharing the original story of the man whose ventures paid off to forever revolutionize the tequila industry. Don Julio Gonzalez’s efforts led not only to the creation of Tequila Don Julio, but also to a new era of luxury tequila production. By showcasing his poignant personal journey, The Legend of Don Julio Gonzalez Video showcases that it is possible to overcome obstacles when you have determination and passion.In addition to the decorated altars, food and music, it is traditional to enjoy the worldly items that ancestors once enjoyed, so we raise a glass this Dia de los Muertos to the man himself, a glass of Tequila Don Julio Reposado, which was the first variant he created in the Tequila Don Julio portfolio. The brand has come a long way since then, now offering six variants ranging from the un-aged Blanco (SRP US$45) through to Tequila Don Julio REAL (SRP US$350), a leader in the Extra-Anejo category.Diageo collaborated with Colangelo Synergy Marketing in partnership with Process Creative, Inc. to create The Legend of Don Julio Gonzalez Video, which can be viewed on the Tequila Don Julio YouTube channel.
- CIROC™ Apple Infused
Sean “Diddy” Combs introduced the world to CÎROC™ Apple Infused Vodka during his appearance on “Late Night with Seth Meyers.” CÎROC Apple is the sixth flavor in the line extension from the makers of CÎROC Ultra Premium. The newest variant joins the lineup, which includes CÎROC Ultra Premium, CÎROC Pineapple, CÎROC Peach, CÎROC Amaretto, CÎROC Red Berry and CÎROC Coconut.In honor of the launch, CÎROC™ has commissioned American performance painter David Garabaldi to share his creative interpretation of the “forbidden fruit” thematic with audiences in New York and Los Angeles. The artist’s masterpieces will be exposed on wallscapes prominently placed in highly trafficked areas during the month of November. In addition to the bicoastal billboard reveal, Sean “Diddy” Combs hosted the Emperor’s Ball in New York City to celebrate the launch of CÎROC Apple on October 31st. CÎROC™ Apple is now available for pre-order at ReserveBar.com/CIROCApple. Beginning next month, consumers can enjoy CÎROC Apple cocktails at top restaurants, bars and lounges across the country with full nationwide distribution expected for January 2016.
