Brand
| Company
| Agency
| Period
| Vehicle
| Comment
|
CDC
| Center for Disease Control | Media Rare | 2005 | Exploring custom publishing options | The CDC is trying to reach Hispanic parents with children of a certain age |
Hanes
| Hanes | Lapiz | Fall 2005 through May 2006 | Hispanic entertainment and women's magazines | Aims to change perceptions about the brand by showing celebrities wearing new clothes and styles |
Food brands
| Unilever | Mosaica | Fourth quarter of 2005 | National magazines and newspapers | Food products. Other print-heavy brands include Lipton Iced Tea, Dove and Axe. |
Free Money Smart Financial Education Program
| FDIC | NA | Summer 2005 | Newspaper ads in 14 areas: Atlanta, Austin, Boston Chicago, Dallas, Denver, Kansas City, Los Angeles, McAllen, Miami, New York, Puerto Rico, San Antonio and Washington, D.C. | Financial education program. Includes print and radio ads. |
Health Insurance Plan
| General Electric Consumer Finance | Headquarters Advertising | May 2005 | Direct mail (solo-mail) in Houston and Chicago markets last May. | Based on the campaigns results, GE may or may not increase its advertising activity |
Many brands
| Cendant | Wing Latino | 2005 | National Spanish-language magazines | Increasing Hispanic media allocation for many of its brands |
Petco
| Petco | American Communications Group | 2006 | Uses FSI's for general market and ROP for doggy day care stores and grooming services on a sporadic basis | Pet supplies retailer is evaluating whether to enter the Hispanic advertising market |
Target
| Target | Haworth Marketing and Media | Ongoing | Fashion and beauty editorial environments, in national magazines | Targeting Women, 18-49 |
Voy (Entertainment entrollment product in coop. with tbd partner). | Voy Communications | Black Sheep (media buying Starcom and/or FCB) | Fourth quarter 2005 pilot | Radio, Outdoor, print and direct marketing. (Direct mail (solo mail) and Internet (e-blasts), main components). | Campaign will target bilingual and English-dominant Hispanics. Depending on the pilot's results, Voy will expand its campaign in 2006. |
Zorro (movie)
| Sony Entertainment | MCann Ericsson | Summer and Fall 2005 | National magazines, Hispanic newspapers in 100 markets | Buys Hispanic media for movies which are popular among Hispanics as well as for movies with lead actors of Hispanic background. |