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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

For prior Sales Leads LatAm editions, click here. 

  • W Hotels

W Hotels Worldwide is headed to Brazil. Parent company Marriott International Inc. has just announced the signing of the brand’s first hotel in Brazil. W São Paulo is slated to join this year’s lineup of W openings in the region, including W Panama (opened as of February 2018) and W Costa Rica (opening in late 2018).The opening of W São Paulo will mark the seventh W hotel in the Caribbean and Latin America region alongside W Santiago, W Mexico City, W Costa Rica, W Panama, W Colombia and W Punta de Mita.

 

 

 

  • Amazon

Amazon.com Inc is scouting for land in central Mexico for a fourth distribution center in the country, sources said, aiming at a bigger slice of the burgeoning e-commerce market in Latin America’s second-largest economy.The expansion plan highlights Amazon’s intent to plant roots beyond Mexico’s bustling capital, banking on the nation’s potential to grow into an e-commerce engine of Latin America.Online shopping in Mexico comprised just 3.0 percent of total sales last year, according to market research firm Euromonitor International, but it is projected to more than double by 2022, reaching US$14 billion.The retail’s target is Queretaro state in the industrial center of Mexico.Queretaro, 114 miles north of Mexico City, is within a day’s reach of Monterrey and Guadalajara, two of Mexico’s most populous regions.

 

  • Hilton

Hilton announced the opening of Hilton Guatemala City, the brand’s first property in Guatemala. Strategically located near the historic heart of downtown, the 130-room neo-colonial-style hotel features an outdoor swimming pool, two whirlpools, lush gardens surrounding the guestrooms, restaurant and more than 4,000 square feet of event space.Hilton currently has a portfolio of approximately 140 hotels and resorts open and welcoming travelers in the Caribbean and Latin America. The company is actively pursuing additional Caribbean and Latin American growth opportunities and currently has a robust pipeline of nearly 90 hotels throughout the region.

 

 

  • Rappi

Rappi has indicated that it is likely to offer the ability for customers to buy Bitcoin on its platform.Rappi conducted a survey of customers in Colombia in order to gauge their interest in purchasing cryptocurrency through the service. Given the company’s plans to go ahead with the offering, it’s understood that the outcome of its market testing was positive.Although Rappi currently operates in six Central and South American countries, it appears that this service will be rolled out in Colombia at least to start with.The company’s move toward cryptocurrency may appeal particularly in Argentina should they choose to roll it out there given the recent surge in Bitcoin ATM’s being installed in the country. Carlos Leal,Marketing Director at Rappi, is a member of Portada´s Council System.

 

  • Hyundai Motors

US-based Here Technologies, a mapping and localization service for the automotive industry, has made a deal with Hyundai motors to provide integrated real-time traffic information systems for brand new vehicles in Latin America.Besides the Here Map Content system which offers comprehensive data of roads and points of interest, Hyundai will also receive Here Real Time Traffic which is a real-time service that aggregates data from a global network of connected multi-brand car fleets to provide information on traffic conditions.With this, drivers will have continuous access to accurate information on the conditions of roads and streets.The system can also be processed and used by a vehicle’s Advanced Driver Assistance Systems (ADAS).With the deal, Here is now serving a total of four automakers in the region. The others are Honda, Mitsubishi, and Renault.

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • Windstar Cruises

Windstar Cruises is because the company is creating new sailings for 2019 and 2020 with visits to ports in Mexico, Honduras, Grand Cayman, the Dominican Republic and Jamaica. Cruisers looking for a trip can pick from 152 departure dates ranging from seven- to 56- days. The boutique line is launching a new Star Collector: Grand Caribbean Adventure on the Wind Surf, the largest sailing ship on Earth. The nearly two-month cruise is a means for travelers to explore the Caribbean’sGreater and Lesser Antilles and Latin America.

 

 

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Sprint

Sprint Corp. has moved its US$700 million media account from Publicis Groupe‘s Mediavest Spark to independent media agency Horizon Media following a review that kicked off in January. The telecom giant also held a cretive review last year, when it selected Droga5 as its creative AOR. Sprint spent around US$700 million on U.S. media in 2016, according to Kantar Media. Mediavest | Spark was handling the assignment since 2011. Sprint’s multicultural and Hispanic business will now be run, according to Portada’s Interactive Database of Corporate Marketers and Agency Executives, by Karina Dobarro,VP Managing Director, Multicultural Brand Strategy, and Jerly Marquez, Director, Multicultural Brand Strategy, who both lead Horizon’s multicultural business. Oscar Meza, Manager – Hispanic Media and Community Relations Sprint, confirmed the agency will handle Sprint’s multicultural business and added: “We are still working on the transition and will know more down the line who will handle what areas.”Also, Miami-based agency Alma DDB won Sprint’s Hispanic Creative business in 2015.

  • Mitsubishi

Mitsubishi Motors has launched a creative review for its U.S. advertising business. Incumbent 180LA will not participate.The review will not affect Omnicom’s PHD, which has handled media planning and buying for Mitsubishi since 2004.Mitsubishi reported a US$1.6 billion loss for fiscal year 2016.Mitsubishi Motors North America spent approximately US$95 million on measured media in the U.S. in 2016, according to the latest numbers from Kantar Media. That total marked an increase over its US$82 million 2015 budget.

 

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  • MEC/ Maxus

WPP’s media buying unit GroupM has merged media agencies MEC and Maxus to cut costs, since the two agencies have overlapping capabilities. There isn’t a name yet to the firm that will be led by MEC CEO Tim Castree. GroupM will invest the savings from the merger to expand digital agency Essence, which GroupM acquired in 2015, into a data-driven full-service media shop. Essence will be able to apply digital and addressable techniques to traditional media channels like TV, out of home and radio. The Maxus and MEC merger follows similar moves at other major agency  holding companies to streamline commoditized media buying services.

  • Elizabeth Arden

WPP’s MediaCom has won  global media duties for Elizabeth Arden, effective July 1. PHD was the incumbent. Arden spent an estimated US$22 million on ads in the U.S. last year down from US$27 million in 2015, according to Kantar Media. Global figures weren’t available but most of the client’s ad expenditures are earmarked for the U.S., per sources. MediaCom is the media agency for Revlon, which purchased Elizabeth Arden last year for US$870 million. The client decided it made business sense to consolidate the accounts under one agency.

 

 

 

  • Carnival Cruise Line

Carnival Cruise Line is looking for a new U.S. creative agency for the first time since 2008. AOR Arnold Worldwide was the icumbent for 9 years.Carnival Cruise is the most popular brand owned by parent company Carnival Corporation, which employs several agencies. The change won’t affect the brand’s relationship with Omnicom’s PHD, which won the global buying account last year. According to Kantar Media, Carnival spent less than us$27 million promoting its biggest brand last year. 2008 estimates pegged the value of the account at us$70-80 million.

  • Lego

Toy manufacturer the Lego Group has launched a review of its global media planning and buying business, according to AdWeek. Lego might be looking to consolidate its media duties into one agency network. Starcom is the US incumbent since 2000.

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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan  347-840-1311 or e-mail her at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

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  • Diageo

descarga (5)Consumer goods companies Diageo, which owns a wide portfolio of world-famous drinks brands, is conducting a global media agency review. The company spends an estimated US$2.3 billion a year on media. Dentsu Aegis Network’s Carat currently handles the largest portion of the assignment, including the U.S., which it won after a review in 2010. The company’s portfolio includes six big global brands: Johnnie Walker, Smirnoff, Tanqueray, Guinness, Captain Morgan and Bailey’s, as well as other regional brands. Diageo spent US$105 million on measured media in the U.S. last year, according to Kantar Media.

  • Western Union

descargaMoney transfer leader firm Western Union is conducting a global media agency review of its US$100 Million Media Business. It is still unknown whether incumbent agency Gravity Media will participate in the review. In the U.S., the company spent around US$20 million on measured media, according to Kantar Media, down from nearly US$40 million in 2014.

  • Starwood Hotels & Resorts Worldwide

descarga (4)Starwood Hotels & Resorts Worldwide, Inc.® has announced that its Aloft brand will soon debut in Veracruz, the main commercial seaport in Mexico, and Queretaro, one of the fastest-growing cities in the country. The hotels are exciting additions to the brand’s existing portfolio in the region, which includes Aloft Bogota Airport in Colombia, Aloft San Jose in Costa Rica, Aloft Panama, Aloft Cancun and Aloft Guadalajara in Mexico; and the recently opened Aloft Asuncion in Paraguay. Aloft is Starwood’s fastest-growing brand in Latin America with a robust pipeline of seven hotels in different stages of development in three countries.

  • Mitsubishi Aircraft

descarga (3)Mitsubishi Aircraft Corp. plans to step up its sales pitch for the Mitsubishi Regional Jet, Japan’s first domestically produced passenger jet, particularly in Latin America, according to the chairman of its U.S. unit. Mitsubishi Aircraft Corporation America Inc. will market the MRJ more to win orders for the first time in the region as “there must be demand” for a small jet like the MRJ. The key factor is increasing air travel by the middle classes nations such as Mexico and Colombia as economies grow. A total of 407 MRJ aircraft are already on order and 20 more will be added to Mitsubishi Aircraft’s order book when the company based in Aichi Prefecture signs a definitive agreement with Aerolease Aviation, an aircraft leasing company based in Florida.

  • Hilton Worldwide

descarga (1)Hilton Worldwide will more than double its presence in Peru over the next three years with the development of seven new properties across four brands: Hilton Garden Inn, Homewood Suites by Hilton, DoubleTree by Hilton and Hampton by Hilton.These new deals underscore the company’s rapid growth and momentum in Latin America, where Hilton Worldwide has been aggressively expanding, now with more than 90 hotels and 15,500 rooms open and welcoming guests across the region.Hilton Garden Inn Lima Surco anf Hilton Garden Inn Lima Miraflores will mark the first dual-branded hotel outside of North America for these particular brands, and one of Homewood Suites first hotels in the region since the brand developed its Latin America and Caribbean prototype in 2015.These projects will be developed and owned by T&C Developments, and managed by Hilton Worldwide.

  • Toyota

descarga (5)Toyota will open a new US$170 million engine plant in Brazil to bolster the automaker’s operations throughout Latin America.Besides supporting Toyota operations across Latin America and the Caribbean region, it also underscores Toyota’s long-term commitment to Brazil, which has been mired in a recession for more than a year and is now engulfed in political turmoil. Besides helping protect Fiat’s position as the top automaker in Brazil from competition from General Motors and Toyota, the new plant is part of FCA’s plan to expand the global reach of the Jeep brand.

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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 30 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • NEWLINK AMERICA/CHANDLER CHICCO

descarga (4)US Hispanic market consulting and communications firm Newlink America and Chandler Chicco Companies, a global health communications group under inVentiv Health, are expanding their alliance with the launch of SALUTEAM. Salutem will help health clients develop and deploy culturally relevant communications to engage with Latinos and achieve their business, policy and communications objectives. The practice combines the healthcare and medical communications capabilities of Chandler Chicco Companies with the insights and resources of Newlink’s Hispanic team of marketing and communications professionals.SALUTEAM is being debuted at DTC Perspectives’ third annual Multicultural Health National conference in Atlanta.

  • Blizzard Entertainment

descarga (3)Blizzard Entertainment has shifted its North American traditional media buying duties to OMD West without a review, according to sources.With this move, Blizzard consolidates its North American media assignment with OMD, which won much of the business in 2011. MEC continues to handle media duties for both Activision and Blizzard in regions outside of North America.

  • General Mills

glogosocial_reasonably_smallAs we mentioned on our previous Sales Leads edition General Mills has selected 5 WPP agencies to consolidate shopper-marketing duties. The agencies selected include Geometry Global, Rockfish, Kantar Retail, Bravo and Barrows. With this move, General Mills is focused on elevating the impact of its multi-cultural Shopper Marketing. The Bravo Group is recognized as one of the leading US Hispanic integrated communications group of Agencies by Advertising Age and is one of the WPP agencies that General Mills has engaged to support Shopper Marketing through its new relationship with WPP.

  • TECATE/TECATE LIGHT

images (2)Tecate and Tecate Light are about to launch regional “Taste of Triumph” retail program.The retail activation surrounds Manny Pacquiao and Chris Algieri, promoted by Top Rank and scheduled to be broadcast live on November 22 on HBO. The three-month retail campaign is anchored on the brand’s “Taste of Triumph” communication platform, which encourages men of carácter to seize and conquer everyday victories. The effort includes commemorative posters, price cards, standees and banners. Fans 21 will be encurage to enter to participate for a variety of prizes through the brand’s “Taste of Triumph” Sweepstakes. By texting “TASTEOFTRIUMPH” to 55678, they’ll be in the running to win the Grand Prize consisting of a VIP trip for two to Macau, China to watch the fight live, including round-trip airfare, hotel for three nights, premium tickets to the fight at the Venetian Macau, and VIP access to various fight week events. One First Prize winner will be awarded a trip for two to Las Vegas during the fight weekend; while ten Second Prizes, consisting of a streaming code to the HBO PPV event and a US $100 gift card, will allow additional fans 21 and older to watch the fight at home con carácter. Additionally, Tecate and Tecate Light will offer savings solutions to drive traffic to stores.

  • McDonald’s

descarga (2)McDonald’s has launched the Transparency social media Campaign, reaching out to Millennials  to answer questions about the composition of its menu items. The fast-food giant is rolling out the first in a series of webisodes asking consumers to submit questions via Facebook, Twitter, YouTube and other social media  tools.  In the webisodes, host Grant Imahara (Discovery Channel’s Mythbusters) raises questions about how the’food is produced and prepared and gets answers from McDonald’s sources.

  • MediaCom

descarga (1)GroupM’s MediaCom has been awarded Anheuser-Busch InBev’s beer U.S. Media Account, that is media planning and buying duties. The beermaker spends about US $575 million annually on advertising in the U.S. The account was previously handled by SMG’s Starcom for planning and A-B InBev’s in-house unit, Busch Media, for buying. MediaCom beat other SMG agency Spark in the review process, which began in July. Four media agencies were previously selected to split A-B InBev’s media outside the U.S.

  • Kohler

FYywDU2M_reasonably_smallKohler, kitchen and bath products manufacturer, has moved its media planning and buying business to PHD after a review with unidentified contenders. PHD is a unit of Omnicom Group. In 2013, the company spent US $34 million in media, up from about US$29 million in 2012.The win comes two weeks after Nathan Brown, the former New York managing director of Interpublic’s UM, joined PHD as its U.S. CEO.

  • NESTLÉ® ABUELITA™

images (1)Day of the Dead (“Día de los Muertos” ) offers the perfect occasion to remember the lives of those who have gone before us and the family traditions they shared. Acknowledging those traditions, NESTLÉ® ABUELITA™, the Mexican chocolate with a hint of cinnamon, celebrates “Día de los Muertos” by creating new traditions through food and cuisine in partnership with celebrity Chef Richard Sandoval.The chef will create NESTLÉ ABUELITA recipe booklet with six exclusive creations and make appearances at four public events, offering in-store sampling of the recipes in the following cities. Recipe booklet giveaways also are scheduled at 250 Hispanic retail locations in Southern California, Chicago and Texas from October 1 through November 2, 2014.

  • Toyota

imagesToyota has launched the “More Than a Car” or “Más Que Un Auto” gratitude campaign, which pays tribute to vehicles’ role in the everyday lives of Toyota’s Hispanic consumers. Drivers can personalize their vehicles with physical car name badges. The raised, 3D-printed badges give fans the chance to formalize the love – and place in the family – for their vehicles.Fans can order their badges through www.masqueunauto.com, or in-person at the Supersonico music festival, the first-ever Hispanic indie music festival sponsored by Toyota in Los Angeles on Oct. 11. Those who cannot make it to the festival can join the fun through the hashtag #MoreThanACar or #MásQueUnAuto. Toyota will engage with fans through its @ToyotaLatino channel.

  • Volaris

descargaMexico’s low-cost carrier Volaris is about to introduce weekly flights to Florida from Mexico City and Guadalajara. With the addition of Fort Lauderdale, Volaris will have eight direct routes from Mexico City to the United States.This comes just a week after Volaris announced the launch of flights from Guadalajara to the U.S. cities of Portland, Oregon and Reno, Nevada.. The Mexico City route will be a first for Fort Lauderdale-Hollywood since AeroMexico ceased service there in September 2007, while the route from Guadalajara is a completely new.The flights from Fort Lauderdale-Hollywood to Mexico City will operate thrice-weekly on Mondays, Wednesdays and Fridays, departing at 1:15 p.m. for arrival in Mexico at 4:20 p.m., Volaris said.The Fort Lauderdale to Guadalajara flights will run Thursday and Sunday, departing at 3:45 p.m. and arriving at 6:45 p.m.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 30 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into Latin America and/or targeting Latin American consumers right now.

NOTE: Portada has currently a 25% Discount Offer to acquire the Interactive Database of Corporate Marketers targeting Latin Americans. Register here and use the following Discount Coupon NEW-YEAR-25 link. (expires on January 31!)

    • Honda

In December Honda decided to put its media and creative accounts under review. A decision is expected by the end of the first quarter Honda told AdAge. The original media-agency list  interested in the Honda account  likely wasn’t very long to start, given the plethora of automotive conflicts at most of the large, established agencies. For example, Interpublic’s UM works with Chrysler and BMW in the U.S., while Initiative works with Hyundai’s ‘s namesake and Kia   brands in the U.S. and in various global markets, including Germany and Australia. Within WPP’s Group M, Mediacom works with Volkswagen, and WPP’s Team Detroit is the dedicated agency on the Ford brand. Within Omnicom Media Group agencies, auto clients include Nissan , Porsche, Mercedes-Benz and Mitsubishi. Aegis’ Carat won the General Motors   business last year. Globally,  Honda  reported ad expenses of $2.46 billion in the year ended March 2011. It was an improvement compared with the $2.12 billion it spent in 2010, but still less than the $3.01 billion it spent in 2009.

    • SABIC

Saudi Basic Industries Corporation (SABIC) has appointed the Interpublic Group (IPG) as its global communications agency partner of record, following a six-month review. IPG was awarded the account following a competitive review process which launched in July 2012. Three other major global agency groups – Omnicom, Publicis and WPP – were also involved in the review.

    • Monsanto

Agricultural products giant Monsanto reported Tuesday that its profit nearly tripled in the first fiscal quarter as sales of its biotech corn seeds expanded in Latin America.  The company’s sales grew 21 percent to $2.9 billion in the quarter, with most of increase coming from the company’s corn seed business. The company’s first fiscal period is usually not very profitable, as farming operations slow during the fall months in the U.S. and Europe. But increased sales in Argentina, Brazil, Mexico and other Latin American countries helped drive earnings from September through November. Monsanto told investors last year that it expects to benefit more from the growing season in the Southern hemisphere. Monsanto predicts that international sales will account for half of its growth in seeds for fiscal 2013, which ends in August. Sales of the company’s largest unit, seeds and genomics, grew 27 percent to $1.1 billion, on demand from farmers in Brazil and Argentina.Monsanto’s corn and soybean seeds have genetically engineered traits meant to produce more crops and repel bugs. The company says these benefit farmers enough that they come out ahead, even though the seeds cost more than conventional seeds.

    • WPP/Colombia-Mexico

Global advertising agency network Grey has acquired the remaining shares in advertising agency REP/Grey. WPP’s digital and relationship marketing company G2 Worldwide has acquired the remaining shares in REP/G2  while MediaCom (JV between Indian media group Madison and WPP’s  GroupM) has acquired the remaining shares in media agency Massive.After  the latest acquisitions, WPP’s collective revenues (including associates) in Columbia will amount to approximately US $110 million.The acquisitions are steps towards furthering strengthening WPP’s presence in the Colombian communications services industry. Other WPP companies active in Colombia (including affiliates) are JWT, Ogilvy, Young  & Rubicam, Wunderman, OgilvyOne, Burson-Marsteller, Live, Energy, TNS, Kantar Worldpanel, Millward Brown and IBOPE.  In  the past month, WPP also announced that it had invested approximately $70 million to take a 20 per cent stake in Buenos Aires-based Globant   that its wholly owned subsidiary Wunderman acquired Mexico  City-based Crossmedia S.A.

 

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During the first half of 2005, automotive advertising in Hispanic magazines increased by 24.4% to US$ 13.6 million compared to the first half of 2004 (US $10.93 million).

Carlos Pelay, president of Media Economics, the publisher of HispanicMagazineMonitor, notes that “data seems to indicate that the auto sector is actually doing better than average; overall (across all categories) ad pages are up by 6.5% and estimated ad dollars are up by 20.8%.”

According to the table below, General Motors leads the pack with ad expenditures of US$ 4.15 million, an increase of 17% compared to the same period of last year.

Company

2003

2004

2005

% Change '05

General Motors Corporation

$2,145,451

$3,545,137

$4,148,578

17%

DaimlerChrysler Corporation

$1,430,927

$1,223,300

$2,043,456

67%

Ford Motor Company

$2,932,039

$1,557,448

$1,855,681

19%

Toyota Motor Sales, USA

$1,952,509

$1,626,089

$1,675,575

3%

Hyundai Motor America

$139,251

$209,217

$907,823

334%

American Honda Motor Co.

$425,072

$481,557

$723,009

50%

Nissan North America, Inc.

$457,579

$241,525

$565,813

134%

Volvo Cars of North America, LLC

$128,441

$411,186

$329,934

-20%

BMW of North America, LLC

$7,981

$198,237

$260,967

32%

Land Rover North America

$114,725

$298,629

$251,857

-16%

Mercedes-Benz USA, LLC

$10,998

$11,330

$218,498

1828%

Saturn Corporation

$0

$232,240

$177,680

-23%

American Suzuki Motor Corporation

$0

$102,236

$173,571

70%

Volkswagen AG

$326,909

$486,100

$125,910

-74%

Mazda Motor Corporation

$169,116

$195,788

$43,895

-78%

Mitsubishi Motor Sales of America, Inc.

$69,069

$151,320

$28,726

-81%

Subaru of America, Inc.

$0

$0

$14,740

na

Audi AG

$24,985

$2,500

$10,200

308%

BMW Latin America

$51,700

$0

$0

na

Honda de Mexico

$0

$0

$0

na

Kia Motors America, Inc.

$62,875

$0

$0

na

Porsche Cars North America, Inc.

$4,000

$0

$0

na

Totals:

$10,453,627

$10,973,839

$13,555,913

24%

Source: HispanicMagazineMonitor, a service of Media Economics Group, (c) 2003-2005

Other findings of the HispanicMagazineMonitor are:

 

  • Most of the major companies are actually up strongly this year with the notable exception of Toyota, whose spending has only increased by 3% this year.
  • Ford is up 19% this year but is still down compared to spending in 2003. Ford was the leader in ad spending in 2003 but has slipped to third this year.
  • GM is – by far – the leader in this category outspending #2 DaimlerChrysler by a factor of two.
  • There have been sharp increases this year by Hyundai, Nissan, and Mercedes. Hyundai, especially, has increased its spending from $209k in the first half of last year to $907k this year. Most of Hyundai's spending this year has been for two brands: the Sonata ($472k) and the Elantra ($364k).

Newspapers: Car dealership driven

According to data released by TNS/Media Intelligence, during the first five months of 2005, automotive brands increased their advertising expenditure in Spanish-language newspapers by 12.1%. Car dealerships, who want to increase traffic to their stores, are the main automotive advertisers in newspapers, while corporate/brand advertising tends to invest more in national magazines. Advertising by local dealerships can be very volatile. The availability of car salesmen who speak Spanish is a determinant factor to see whether advertisers invest in print. Interestingly, (brand) advertising at the corporate level had a very high growth rate during the first five months of 2005 (Daimler Chrysler +301%, General Motors +240%). Needless to say these increases came from a very low base.

Company

Jan 2005- May 2005 (In US$)

January 2004- May 2004 (In US $)

Change

Ford (local dealerships)

2,114

1,968

7.41%

General Motors (local dealerships)

1,402

2,026

-30.82%

Daimler Chrysler (local dealerships)

1,313

1,085

20.99%

General Motors (corporate)

1,093

322

239.77%

Nissan Motor (local dealerships)

1,000

660

51.47%

Ford Motor (misc. dollars assigned)

928

369

151.52%

Honda Motor (local dealerships)

556

497

11.74%

Daimler Chrysler (corporate)

505

126

301.67%

Daimler Chrysler (misc. dollars assigned)

387

396

-2.40%

Toyota Motor (local dealerships)

367

476

-22.92%

Ford Motor (corporate)

347

264

31.37%

General Motors (misc. dollars assigned)

301

322

-6.62%

Mazda Motors (local dealerships)

249

725

-65.73%

Nissan Motor (corporate)

226

310

-27.03%

Hiunday (local dealerships)

225

428

-47.57%

Mitsubishi (misc. dollars assigned)

155

NA

Mitsubishi (local dealerships)

147

66

123.18%

Suzuki (local dealerships)

88

233

-62.07%

BMW (local dealerships)

77

24

217.43%

Fuji Heavy Industries (local dealerships)

75

8

864.10%

Total

11,553

10,306

12.10%

Source: TNS Media Intelligence