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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 U.S. consumers right now.

For prior Sales Leads editions, click here.

  • La Voz

NBCUniversal Telemundo Enterprises announced the integrated sponsors for the first-ever Spanish-language version of NBC’s hit series The Voice, which will be premiering on Telemundo on Sunday, January 13 at 9 p.m./8C. Sprint, State Farm and Toyota have signed on to produce creative show integration segments. The highly anticipated musical competition series, La Voz, is hosted by renowned TV personality Jorge Bernal and also features award-winning Latinx music powerhouses, coaches Luis Fonsi, Alejandra Guzmán, Wisin, and Carlos Vives. Sprint is the official Voting Sponsor of La Voz and of “El Family Room de Sprint” during the blind auditions. State Farm will provide a branded backstage area (“La Sala de State Farm”) surrounding saved contestants during the Battles and Live Rounds. Toyota will join the aspiring talent as exclusive automotive sponsor on their voyage to stardom. Fans will also take a behind-the-scenes look at contestants through a sponsored digital series, “Detrás de la Voz” chronicling the stories of each artist as they pursue their dreams. La Voz is a production of Telemundo, Talpa Media USA, Inc. And Warner Horizon Unscripted & Alternative Television. The series is created by John de Mol, who serves as executive producer along with Cisco Suarez, Executive Vice President, Primetime Non-Scripted Programming, Telemundo, Stijn Bakkers, Talpa Media USA, Tim van Rongen, Talpa Media USA and Macarena Moreno, Executive Producer, NBCUniversal Telemundo Enterprises.

 

  • Novamex

Novamex announced the purchase of Tio Gazpacho, an award-winning drinkable soup company with flavors inspired by Spain. Novamex is a leading importer and marketer of Mexican soft drinks and groceries in the U.S., and is rapidly becoming a platform for the growth and development of natural and organic beverages.Tio Gazpacho was founded by Austin Allan after he spent four years living abroad in Spain. Enamored with the country’s way of life and love of chilled soup, Austin knew that gazpacho could be a great way to bring a little bit of Spain to the U.S. while creating a product as delicious as it is healthy.  After partnering with Michelin-starred chef and restaurateur José Andrés, Tio has expanded its line to five unique flavors of portable chilled soup that are now sold in the Northeast, West Coast and Chicago Markets and online at Amazon.com. Tio Gazpacho had previously raised funds from 301 INC, General Mills’ business developmentand venture capital arm, CircleUp Growth Fund and other investors.

 

  • GM

General Motors provided full details on the massive marketing campaign for the 2019 Chevrolet Silverado, which will include ads on TV, radio, online, in print and through other mediums designed to reach new customers.First up are three new advertising spots entitled ‘A Little Bit Country, A Little Bit Rock ‘n Roll’, ‘Official Truck of Real People’ and ‘Tailgates‘ which will air on TV, online and in movie theaters throughout the first half on 2019. Chevrolet has also partnered with Amazon to advertise the 2019 Silverado on 7.1 million Amazon delivery boxes. Silverado ads will also appear on Amazon’s homepage and on the homepage of other popular websites such as Bleacher Report, USA Today, CNN and YouTube.Additionally, Chevy has partnered with multiple publications to take out fully sponsored front page cover designs (above). Chevy has also created dedicated, in-language, Hispanic-market versions of the campaign ads “to help ensure Silverado maintains its position as the top-selling pick-up among Hispanic buyers,” it says.The ad blitz for the 2019 Chevrolet Silverado will kick off tonight when the 60-second version of “A Little Bit Country, A Little Bit Rock n’ Roll” airs during the College Football Playoff National Championship, which starts at 8 PM ET.

 

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

 

  • McDonald’s

McDonald’s media buying across the U.S. for local co-operative groups of McDonald’s operators since 2017 has been OMD. The agency also does McDonald’s buying at a national level, Adage has reported. But now, OMD is about to get some competition on the local business. The fast-food chain is conducting a review for the local U.S. media business and after this review, McDonald’s will allow local co-ops to choose from a variety of media agencies to work with. It remains unclear how many agencies are part of the review. Prior to OMD winning the local media buying business, regional co-ops hired their own media agencies, often having creative and media handled by the same shops.

 

 

  • Driven Brands

Driven Brands, parent to auto-service brands including Meineke Car Care Centers — has tapped Atlanta-based Publicis Media shop Moxie as its new agency AOR, following a review.Moxie, the marketing solutions agency Publicis Media’s Zenith acquired in 2006, will work on brand strategy, creative and media buying and planning for Charlotte, North Carolina-based Driven, whose brands also include Carstar and Spire Supply. Driven Brands Inc spent an estimated $24.7 million in measured media in the U.S. in 2017, according to Kantar Media.

 

“Our State Farm sitcom, Los Asegurados, will be uploaded periodically for the next couple of months (through April) on the State Farm Latino Facebook and Twitter pages.  We know that Hispanics over index on social, which is why an online video series is a great way to reach this community,”  Patty Morris, Director of Branded Content at State Farm tells Portada. Morris provides more detailed explanations about the insurer’s  Hispanic millennial social video Campaign.

State Farm’s Los Asegurados Campaign focused on Hispanic l audiences is running through April. The campaign is an example of how major companies can use social media (organic and paid) to reach Hispanic millennials.

The Videos

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Patty Morris, Director of Branded Content at State Farm

Los Asegurados (“The Insured”). follows the story of a newlywed couple starting their lives together through a content series that shows slices of their life. “Think “Modern Family” with a Hispanic twist or “Que Pasa USA?” with a mature millennial vibe,” Morris explains. The episodes, running on Facebook and Twitter, follow the young couple as they buy a new car and start saving for their family’s future, showcasing how State Farm is there for them at every stage to help life go right.

Distribution and Promotion

There are a total of eight videos, targeting Hispanic millennials, which are being posted and promoted from December 2016 to April 2017.   The videos are promoted posts within the State Farm Latino Facebook and Twitter pages. “To reach a larger audience, sponsored video posts are targeted to people who aren’t necessarily followers of the pages, which our media partner, Resolution Media, optimizes on a regular basis,” says Morris.

Social is used as a way to build affinity and awareness with the brand within our marketing plan.

All content will have paid promotions on Facebook and Twitter. Morris explains that “Social is used as a way to build affinity and awareness with the brand within our marketing plan.” She adds that Hispanics value inclusive brands. “Using a cross-cultural approach with in-language efforts to reach the Hispanic market helps to demonstrate our commitment to diverse communities through social campaigns such as Los Asegurados as well as our community outreach and philanthropic efforts.”

Morris claims that there already has been positive response and comments on the videos. “For example, one user said in reference to Juan not liking to throw out his things: “That’s my husband he holds on to old stuff…lol…gotta love him.”

How Social Embeds into State Farm’s Overall Marketing Plan

“Los Asegurados is a social campaign that evolved from our Here to Help Life Go Right creative campaign which launched last year,” says MorrisIn June 2016, State Farm hit the refresh button on our brand. People knew that State Farm would always be there when things went wrong. What they didn’t realize is the many ways State Farm is here to help life go right. Some combinations in life go together better than others, like combining your home and auto insurance. Through these campaigns we want to show how State Farm is here to help life go right in an engaging way whether that’s by combining your home and auto insurance or help make financial topics less intimidating and more understandable among Latinos. State Farm agents serve as a great resource to provide needed tools, resources, and education to aid families moving into this stage in their lives. For us, being a good neighbor, Un Buen Vecino, is not just being there when things don’t go as planned; being a good neighbor is also about being “here” in all of life’s moments.

Los Asegurados Credits

State Farm’s in-house team led by Patty Morris, the effort involves a relatively large amount of partners including: Alma (creative), OMD (media), Resolution Media (paid social).

PRODUCTION

Production Company: Landia, Director: Karina Munition and Editor: Fro Rojas

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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 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.

  • Walgreens Boots Alliance

descargaWalgreens Boots Alliance, Inc.  has awarded WPP  its US$600 million global retail, wholesale, health and beauty product brands businesses after a 1 year review.‘Team WBA’, the bespoke WPP team, will provide services including traditional and digital advertising, media investment management, promotion & relationship marketing, public affairs, media relations and communications for the enterprise, realizing significant benefits globally.Hub office locations for ‘Team WBA’ will be created by WPP in Chicago, London and New York to support Walgreens Boots Alliance and businesses including Walgreens, Boots and Alliance Healthcare businesses.

https://youtu.be/6WqsLBsXy-0

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • State Farm

descarga-5State Farm social has released its latest campaign that make finances a little less daunting; particularly for Millennials as the content aims to educate them on handling their personal finances. The Meme-o-nomics campaign is a series of four videos that provide helpful financial tips in the form of metaphorical “memes” or content young adults are used to seeing online (i.e. make-up tutorials, trick shots, cats, etc.). Each video meme is between :45 – :60 seconds and running on Facebook only( Impossible Plays, Makeup,Cake and Cat).All four videos were also adapted for the Hispanic market and named Consejo-nomia (Wisdom-nomics) by Alma. Additionally, online videos were also adapted for the Hispanic audience in a mini-series called Los Asegurados (“The Insured”). The teaser for Los Asegurados launched in December and the series will roll out over the next few weeks. Click below to watch Los Asegurados.

  • bareMinerals

Makeup line bareMinerals has launched a new campaign to highlight the expansion of its foundation range to include 12 new shades, allowing the brand to better cater to a more diverse consumer base.

      • Ruby Tuesday

descarga-6Ruby Tuesday has appointed MARC USA as its AOR following a review. The incumbent agency was American Rogue. MARC USA will be in charge of a new ad campaign to support the dining chain’s expanded salad bar. In addition to a  seven-week TV buy across broadcast and cable channels, the campaign includes a comprehensive digital strategy targeting mom bloggers, videos on social platforms, search and a major presence on the Ruby Tuesday website.Also the campaign will feature local market support with billboards, radio and couponing. Ruby Tuesday spent US$12.76 million on advertising during 2016.Ruby Tuesday has more than 600 restaurants in 42 states of US and 14 foreign countries. Marca, Marc USA Hispanic agency, does not have any involvement in this account.

      • TurboTax

cb_tt_pref_i_rgbTurboTax®, a preparer of federal tax returns from Intuit Inc, is launching a new, integrated marketing campaign developed to empower the Latino community to take charge of their finances, starting with their taxes. The campaign includes TV and digital advertising, media integrations, community events, influencer engagement and social media activations.The campaign “Relájate, Tienes TurboTax.” (Relax, There’s TurboTax) began in early Jan. with Spanish language television spots featuring actress Karla Souza and retired baseball player David Ortiz. The spots, running on Univision, Telemundo and Azteca America among others, will air through the end of the tax season.Consumers are invited to join the conversation on social media and share their tax experience using the hashtag #ConTurboTaxPuedes throughout tax season.

https://youtu.be/6WqsLBsXy-0

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

      • The Specialist Works

descarga-3Independent media agency The Specialist Works (TSW) is opening an office in New York, following its acquisition of US agency, Atlanta-based Elarbee Media, last year.

 

 

 

      • Avocados From Mexico

mf4vpnqc_400x400Avocados From Mexico and creative-agency GSD&M are bringing avocados back to the Super Bowl. The spot entitled “Secret Society,” features actor and comedian Jon Lovitz and offers cultural insight that pokes fun at today’s society, heavily reliant on social media and sharing, and therefore its inability to keep a secret. The 30-second spot airs during the first break of the first quarter. AFM’s Super Bowl efforts correlates with a recent public health recommendation from the U.S. Food & Drug Administration to redefine the term “healthy”.

 

https://youtu.be/VneoEvAJX0gç

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PR Experts and Marketers pay attention! We are Introducing the Portada Buzz Barometer. Each month we will be highlighting the companies among the main marketers targeting the U.S. Hispanic consumer which  make the most buzz.

Translated by Candice Carmel

In this edition of the Buzz Barometer, State Farm and Comcast are the advertisers with the most improvement in their own performance, each earning eight Buzz points. Also noteworthy among the 15 advertisers measured are AT&T and Toyota, each earning over three Buzz points. Kraft and Kellogg’s had negative Buzz, each of them registering a three- point Buzz drop.

Below are the Buzz scores for February for the top 15 advertisers in the U.S. Hispanic market:

barometro.ush.1

Interpretation

State Farm’s increase seems to come from its plans – announced in February – to return to the Florida insurance market and its growth in Georgia, where the company announced it would be creating more than 3,000 new jobs. Comcast generated Buzz in February with its announcement of a joint service agreement with Netflix and its purchase of Time Warner Cable. Netflix may have had an influence on the uptick in AT&T’s Buzz. In February, there was a lot of noise about talks between AT&T and Netflix to accelerate service (similar to the Comcast agreement). For its part, Toyota introduced its Highlander SUV in February and celebrated a decade of entering NASCAR.

Methodology and figures

The figures in our barometer show the monthly change in Buzz points as measured from the traffic generated in Google searches. The scale measures monthly readings from 2004 to today, recording changes and comparisons for each brand’s performance. It is important to note that our barometer does not measure brands against each other, but rather measures only the performance of each brand with respect to itself. Buzz points are derived from the average of the difference between the Buzz measured in the current month of 2014 with the Buzz recorded in the same month in 2013, and the difference between the Buzz measured for the current month of 2014 and the Buzz of the previous month. The formula is: ((AB)+(AC))/2, where A is the Buzz of the current month in 2014; B is the Buzz for the same month in 2013; and C is the Buzz of the month immediately preceding the current month.

The Buzz is a number that can go from 0 to 100 and is measured by the Google Trends tool, which allows us to see the search trend of any term since 2004. A score of 100 denotes the moment when a term has generated the most searches to date since 2004. In some cases, the highest score is recorded in a distant year (such as General Motors, which achieved this score in 2005). In other cases, the highest score has been recorded recently (like Walmart in November 2013). What is important for our study are not the Google Trends scores, but the average changes (arc change) that each brand has achieved with respect to itself within a defined period (the month of the study) compared with the same period last year and the month immediately preceding the current one.

The list of advertisers for the US Hispanic market has been culled from several existing studies on the major advertisers for each of the markets studied. For technical reasons we have left out some advertisers whose names do not appear as a main part of their marketing materials, i.e.: those whose advertising is focused on selling its branded products, but not on generating buzz about their own name (such as P&G).

Below are the figures obtained with this tool for the US Hispanic market, which were used to calculate the Buzz points on our barometer.

Brand100 ScoreFebruary 2013January 2014February 2014BUZZ
T-MobileSEP/20083038351
McDonald’sOCT/20118286851
VerizonENE/2011555554-1
AT&TJUL/20086465694.5
ToyotaJUN/20087378793.5
DishAGO/20138295912.5
State FarmJUL/20138494978
General MotorsJUN/20051616182
SprintOCT/20115453562.5
UnivisionDEC/2012685761-1.5
KraftNOV/2008525048-3
ComcastAGO/20137999978
FiatSEP/20114544472.5
WalmartNOV/20135255551.5
KelloggsJUN/2006483639-3

Telemundo-logoThree of Telemundo’s main advertisers, Ford, AT&T and State Farm have signed sponsorships for La Voz Kids, the network’s singing competition that premiered May 5th with strong ratings.

AT&T will become the official voting partner for the show, while Ford will integrate vehicles in different phases of the show.  For example, hosts Daisy Fuentes and Jorge Bernal will be driving Ford vehicles and experience new technologies as they make contestant home visits. Meanwhile, coaches (among them Paulina Rubio, Prince Royce and Roberto Tapia) will record messages for the young contenders which will be played through the Ford SYNC system. State Farm, for its part, will showcase its “Get to a Better State” messaging through a campaign featuring integrations and an exclusive branded video channel.

‘La Voz Kids’ premiere on May 5th had an average viewership of 1.7 million total viewers, becoming Telemundo’s highest ranking reality show premiere in network history. It was also the most buzzed about show on zeebox during the night of the premiere. Telemundo in April became the first Hispanic channel to partner with Zeebox, a social networking and social TV platform that provides information second-by-second as people watch TV.

Univision is expected to announce today that Kmart, Sierra Mist and State Farm will be incorporated into the storyline of No me hallo (I Can’t Find Myself) a webnovela starring Angélica Vale that will premiere May 16 on Univision’s www.NovelasySeries.com and on Univision video apps for smartphones.
 
Executive produced by Eva Luna’s Carlos Sotomayor, No me hallo follows the travails of Luz María “Luchita” Guerra, a Mexican-American woman and former singing star that is left penniless after her husband/manager deserts her. And while viewers will be engaging with her story as she moves from job to job and tries to find herself, they will also see her enjoying –and even falling in love- with an unexpected partner: The Sierra Mist Natural, which Pepsi is positioning as a natural alternative, because it is made with 100% sugar, and not high-fructose corn syrup and artificial preservatives. Sierra Mist Natural, which will soon launch its own Hispanic campaign, will be featured in about four or five episodes, and it is the first time it is integrated in a Univision telenovela, Dieste’s group account director José Pablo Rodriguez confirmed to Portada.
 
No me hallo will premiere May 16 and will run as a series of five-minute webisodes launching every Monday, Wednesday and Friday. Other sponsors include Kmart, which will be showcasing its Casa Cristina collection by former Univision talent Cristina saralegui, whose home collection is available at Kmart throughout the country. In addition to being featured on the novela, Kmart will host a custom online and mobile mini-site where users can participate for a chance to win cash prizes and Kmart gift cards.
 
Also a prominent part of the story is State Farm, which is not new to the world of Univision’s web novela. The insurance company was a main sponsor of Vidas cruzadas, the 15-episode webnovela produced by Endemol and Amistad Productions which ran at the end of 2009. In the new production, State Farm will invite users to create their very own State Farm jingle, which will be available to download on their mobile phone and participate in a trivia. As it has done in the past, a guest appearance from a State Farm agent will be woven into the story.
 
According to Univision, following its full run online and on mobile, No Me Hallo will premiere as a primetime special on the Univision Network.

  • Kohl's

Kohl's is ramping up its radio, digital media and direct-mail marketing programs this year. The retailer plans to increase spending in digital and social media by 25% to support an expected 30% increase in online sales. Direct e-mail will also be a key part of Kohl's strategy, given that its database of shopper e-mails has grown by more than 50% in the last year.

In radio, the retailer simply said it would be "significantly" increasing its radio buys in top markets. A national radio spot targeting the Hispanic market is also planned for the first time. Two 30-second brand spots, a number of 15- and 30-second promotional spots, and in-store marketing will round out the retailer's robust holiday marketing plans. McCann Erickson is Kohl's agency of record.

 

  • Kodak

Kodak recently launched its first all-digital marketing initiative geared toward a multicultural consumer group. Teaming with Yahoo en Español, "Muestra Tu Herencia" (Show Your Heritage) was designed to encourage Hispanic consumers to share photos online that display their heritage. Kodak created an online mosaic of the images and for each one uploaded, donated $2 to the Hispanic College Fund.

"We're trying to get the US Hispanic consumer to not only honor their family and friends, but showcase the cultural beauty of the Latin community," Vincent Young, the company's director of brand marketing for the Americas, told PR Week.. "Digital seemed to be the perfect platform to do that."

Kodak also promoted the effort, which debuted in September as part of Hispanic Heritage Month, through KodakGallery.com and its A Thousand Words blog, as well as Twitter and a revamped Facebook presence.

 

  • State Farm

State Farm partnered with Univision on web novelas that feature its messaging of being there for friends and family. State Farm also added a Spanish-language version called "Mamas Famosas" to the "Goddess" blog about celebrity moms on Yahoo's popular OMG! site. The program has a Spanish-language introduction followed by Spanish subtitles over the English-language content.

 

  • Jackson County Health Department

The Jackson County Health Department is reaching out to the Hispanic community in Southern Oregon. The department is launching an advertising campaign this week to reach the local Hispanic community. An advertising agency is making posters with educational information about the H1N1 flu in Spanish. Those will be distributed across the county. The health department also plans to launch radio ads on the local Hispanic radio stations.

 

  • Brisas Hotels & Resorts

The Mexican hotel chain held a bilingual contest on Facebook. US Latinas posted about what friendship meant to them for a chance at a "Girlfriend Getaway" trip.

 

  • Flock

Flock plans to extend itself beyond the "social" niche by trying to find a home in an entirely different one: the Hispanic web. To tap into this new audience, Flock is releasing a Spanish-language web browser in partnership with Univision Interactive Media.

In order to promote the product to the Hispanic web audience, the homepage of Univision.com will feature a large display ad touting the browser. In addition, there will be other display ads across the Univision network as well as pre-roll trailers inserted into video content. Next year, the company will pursue other offline channels to promote the Spanish version of Flock, too.

Flock delivers a browser designed to enhance the active online social user’s experience and liberate them from the complexities of managing multiple social networks, web mail, media, news feeds and blogs. With Flock, they can instantly discover, enjoy and share the relationships and content they are passionate about.

 

  • US Census

The U.S. Census Bureau is allocating the majority of the estimated $145 million paid-media budget — out of a total census effort of $300 million — to multicultural audiences. It's working with five ethnic shops, plus general-market agency DraftFCB's Puerto Rico office to cover its territory. Their ad efforts to reach the hardest-to-count U.S. inhabitants will kick off in January 2010.

Separately, Spanish-language broadcasters Univision Communications and Telemundo have already started aggressive public-service campaigns with the theme "Be counted" and are integrating their own messages about the value of the census for the Latino community into all their platforms.

As Louis Maldonado, Managing Director of D’Exposito & Partners, said at his presentation at Portada’s Third Annual Hispanic Digital and Print Media Conference on Sept. 24, D Exposito & Partners, is responsible for local media, digital and PR for Hispanic audiences. And GlobalHue, is handling census ads targeted at Hispanics and blacks.

D Exposito & Partners also came up with the creative concept for all audiences, including the general market, for the crucial phase when census workers go door-to-door in pursuit of non-responders who ignore the census questionnaire and follow-up mailing. That message is: "Open the doors to the census, and the census will open doors for you."

Of the estimated $82 million destined for paid ethnic media — although those numbers could change — about $28 million would go to Hispanic media. Another $12 million would target other multicultural audiences, from American Indians to Arabic speakers. For the first time, the census website will be fully bilingual in English and Spanish, and will include assistance guides in 59 other languages.

 

Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).

Focusing more on what it means to be a Latino in the U.S. today than on pushing insurance, State Farm has launched an integrated multimedia campaign that includes TV, radio, print, and online components.

In terms of subject matter, the ads run the gamut of Latino life, from parental themes such as tending to one’s ballerina daughter, to youthful ambition, chasing a record deal. The message: No matter where you are in life’s journey, State Farm is there.

The target audience for the campaign was broad by design, seemingly in recognition of the fact that the U.S. Hispanic experience is not static, but rather in constant flux. The campaign was developed by the company’s lead Hispanic agency, Coral Gables-based Alma DDB. The TV spots have already begun airing on Hispanic TV.

Related Article: Auto-insurance, on the back of the big OEM's(Sept. 2006)


          Camilo Velez, a media planner from OMD Latino, whose Hispanic accounts include State Farm, Bank of America, Loews, Johnson & Johnson and AARP, and Ed Gould, Advertising Director of State Farm, noted that State Farm invests a higher proportion of its Hispanic budget in print than it invests in general market print. Gould explained that State Farms plans and buys advertising at three levels: First, national corporate (through OMD Latino); second, at the zone level, where zoned marketing managers decide how to invest in 13 different zones and, third, at the agent level. Through the latter, insurance agents buy programs in different DMAs.

          Representatives of the Home Depot multicultural media buying department said that that they have increased their Hispanic print advertising allocation in 2007 and invested in a very specific set of magazines. However, for 2008, they expect to expand their Hispanic magazine advertising program. In addition to print FSI and ROP buys they are looking for publishers who offer online value added opportunities and online testing opportunities.

          Vincent Andaloro, president of Latin Pak, noted that he has seen a significant increase in Hispanic FSI Activity during the last six years. He also stressed the importance for advertisers of zoned publications. He added that for Direct Mail and FSI products he has seen an increase in interest coming from the financial and insurance sector.

For an online Directory with detailed contact information of more than 1,600 Leading Agency and Marketing/Advertising decision makers) please click here.

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.

  • Johnny Rockets

PR agency ROX United has been named public relations agency of record (AOR) for California global restaurant chain  Johnny Rockets. ROX United will provide strategic public relations and communications services to help the restaurant chain reach consumers nationally by increasing awareness of the overall brand. ROX United will also help Johnny Rockets positioning around their tagline “Stay Original.”ROX United is part of UNITED COLLECTIVE, a culturally attuned communications group consisting of five specialty agencies. In addition to ROX United, UNITED COLLECTIVE includes creative agency GALLEGOS United, business planning consultancy POLY United, content creation and post production offering LUNA United, as well as digital agency CANVAS United. UNITED COLLECTIVE was formed to help brands capitalize on today’s evolving consumer landscape. ROX United’s current client roster includes: Nike, Domino’s and the California Milk Processor’s Board (got milk?), among others.

 

  • Pinterest

Design App Pinterest has hired independent agency Giant Spoon as its media agency of record, in what is considered “its first move into U.S. paid marketing.” Pinterest will not be a huge media spender, and in fact the company dedicated less than US$200,000 to measured media in the U.S. in 2016 according to Kantar Media, but it has more than 175 million active users.

 

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Treasury Wine Estates

Independent cross-cultural agency BARÚ has been selected to handle Treasury Wine Estates’ media business in the U.S., AgencySpy reports.

 

 

 

 

  • Perry Ellis

Perry Ellis International (PEI) has appointed Media Storm as its media AOR to handle all media planning, buying and analytics for the fashion company’s portfolio of brands including Perry Ellis, Original Penguin by Munsingwear, Laundry by Shelli Segal, Rafaella, Cubavera, Ben Hogan, Jantzen,  Callaway, PGA TOUR and Jack Nicklaus.PEI spent US$5.88 million on advertising in the U.S. in 2016, down from US$6.65 million in 2015, according to Kantar Media.The incumbent agency was PGR Media.

 

  •  CONCACAF

Digital marketing agency The Story Room announced that it will handle brand strategy and digital marketing services for the 2017 CONCACAF Gold Cup, the continental championship that will be played throughout July in 14 venues across the United States. The Story Room will be responsible for planning and implementing an integrated digital marketing strategy as well as developing the content program for the Gold Cup, targeting both English and Spanish-speaking soccer fans in the region of the Federation which is made up of 41 countries in North America, Central America and the Caribbean. In addition, the agency will generate a comprehensive digital audience research study on soccer fans across the CONCACAF region.The account will be run out of The Story Room’s Miami office, with additional support coming from the agency’s outposts in Los Angeles, Buenos Aires, Mexico City, and Montevideo.

  • The California Milk Processor Board

The California Milk Processor Board (CMPB) has unveiled its’ latest campaign that integrates creative storytelling with advertising, digital, social, public relations, retail activation, and even virtual reality to encourage Hispanic consumers to rethink how they consume milk.The Atrévete “Mega Dares” campaign, from GALLEGOS United, seeks to create new nontraditional occasions for consumers to drink milk by daring them to try unexpected food and milk pairings with an additional twist – such as a wind turbine. Digital assets include teaser, :15, :30 and :60 second Mega Dares vignettes that will appear on websites popular with the Hispanic female target, such as Hoy, Telenoticias and Huffington Post ES among others. Additional behind the scenes footage will live on the tomalache.com website.GALLEGOS United created a series of consumer activations to take place at select retail locations throughout the state of California. The “Mega Dares” campaign will also include in-store POS, social media initiative and a public relations influencer campaign led by ROX United. The campaign begins on May 15 and will run through June 30.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

Join us at PORTADA Mexico!

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.

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

For prior Sales Leads LatAm editions, click here.

  • Burger King Argentina

descarga-6Following a pitch involving several media outlets, Havas Group Argentina has won the Burger King account again. The media group, which has been working with the fast food chain for the last seven years, will continue to provide integral media assistance including strategy, planning, negotiation and buying.

 

 

 

  • Farmacity Argentina

descarga-5Drugstores chain Farmacity has chosen Havas agencies’ Forward and Socialyse to handle its media and social networks strategies in Argentina. The agencies will work on brand strategy through media and content generation.

 

 

 

 

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Puerto Rico Tourism Company/Southwest Airlines

ts3ee5sq_400x400Puerto Rico Tourism Company (PRTC announced Southwest Airlines will extend its itinerary of flights to Puerto Rico beginning June 4, 2017. These flights will increase options for travelers looking to enjoy the best of the Caribbean, as Southwest offers service in more than 100 destinations in North America, Latin America and the Caribbean.Southwest Airlines extended its flight itinerary for bookings until Aug. 14, 2017.

 

 

  • Hyatt

vmc1vbc2_400x400Hyatt is planning to open a Hyatt Place hotel within the Aruba Airport Business Centre in Oranjestad, Aruba. With construction expected to begin in early 2017, Hyatt Place Aruba Airport is projected to open in late 2018, and will join the already open Hyatt Regency Aruba Resort Spa and Casino.Additionally, this hotel will mark the fourth Hyatt Place hotel in the Caribbean, joining Hyatt Place Manatí, Hyatt Place San Juan/Bayamón and Hyatt Place San Juan/City Center in Puerto Rico.

  • Karisma Hotels & Resorts

Karisma Hotels & Resorts and Margaritaville announced a landmark partnership to develop a collection of all-inclusive Margaritaville resorts. The agreement introduces Margaritaville, an All-Inclusive Experience, by Karisma, which will include new resorts built in beachfront destinations throughout the Caribbean. Karisma Hotels & Resorts is an award-winning luxury hotel collection that owns and manages properties in Mexico, Latin America, the Caribbean and Europe. Margaritaville is a global lifestyle brand with seven destination resorts/hotels across the Southeast United States and Caribbean and eight additional locations in active development.

  • Carsales

descargaCarsales, the online automotive, motorcycle and marine classifieds business in Australia,  is continuing its push into Latin America with the US$6.7 million acquisition of DeMotores which runs auto-classifieds websites in Argentina, Colombia and Chile.The purchase solidifies Carsales’ position in Latin America after it took majority stakes in Mexico-based auto-classifieds businesses SoloAutos and Chile’s largest online auto advertisements website, Chileautos in the 2016 financial year.The sale is for 100 per cent of Demotores businesses which were owned by an entity controlled by S.A. La Nacion, a news media group based in Argentina.Carsales will fund the purchase via exist cash reserves and debt facilities.Carsales said Argentina was an attractive place to invest because it had a high gross domestic product per capita and population relative to the region.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.

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 Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: American Airlines – Global ::: GSK-Novartis/ Global ::: Farmacias del Ahorro – Carat Mexico ::: “Fiat Happy Hour” – agency Niña ::: P&G – Coty :::

  • American Airlines/ Global

VnfmkRNI_400x400American Airlines’ global creative and media accounts are up for review as the marketer prepares to retire the US Airways brand after acquiring the rival carrier. American’s longtime agencies McCann Erickson, New York, and its affiliate in Dallas, TM Advertising, will defend the creative business. Fellow Interpublic agencies like UM handle American’s media internationally and TM works on the airline’s U.S. media. Those incumbents will also participate in the review, which AAR Partners is managing. A decision is expected by early October. Global media spending is estimated at US$60 million. In the U.S. alone, American Airlines spent just under US$30 million in media last year, according to Kantar Media.Read more.

  • GSK-Novartis/ Global

4f04e6a303341df5bbe81beafdf29f33_400x400 fUQmgECF_400x400GSK absorbed Norvartis’ consumer brands, including Excedrin, in a March deal. Now GlaxoSmithKline is conducting a global review of media planning and buying for its consumer healthcare brands.In March, GSK and Norvartis closed on a US$20 billion deal in which GSK absorbed Norvartis’ consumer brands and vaccines, and Norvartis took on GSK’s cancer drugs.As a result of the deal, GSK employed no less than three media agencies on its consumer business (PHD, MediaCom and Starcom), setting the stage for a consolidation among roster shops. Global media spending on the account approaches US$900 million. Starcom, which previously worked for Norvartis, is not participating in this contest, leaving GSK U.S. shop PHD against MediaCom, which works for GSK in overseas markets, sources said. In a statement, GSK thanked Starcom for its work on Novartis’ brands, which include Excederin, Theraflu and Lamisil. GSK’s over-the-counter brands include Aquafresh, Sensodyne, Nicorette and Tums.

  •  Farmacias del Ahorro/Mexico

BVO7DqTx_400x400From July onwards, the agency Carat Mexico adds the drugstore chain to its portfolio. The agency will be in charge of the  traditional and digital media strategy design, which next year will focus on the e-commerce and branded content areas. Carat Mexico, part Dentsu Aegis group, has clients like Sony, Skype, Hello Food! and DENTIX new Mexican operation.

  • “Fiat Happy Hour” /Argentina

descargaAgency Niña has created a new campaign for Fiat Under the slogan “Fiat Happy Hour” with the aim of alleviating the busiest time of the week. For two Fridays, Illia Highway’s toll were lifted for 60 minutes. Drivers could pass without paying or queuing and get faster to their homes. The campaign was created by Sebastian Reggiani and Guido Donadio, directed by Federico Gianotti and produced by Javier Vera, all part of Niña.

  • P&G / Global

Logo_400x400Procter & Gamble has agreed to part with much of its beauty business,  including brands like CoverGirl, Clairol and Wella, and give those to Coty in an operation of almost US$15 million.With this deal, which includes a total of 43 brands, the plan launched by P&G last year to get rid of 100 brands and 15% of its business in the area is “substantially completed.” When the process is finished, Procter will have given away 93 brands out  of 100. In total, the brands involved in the transfer to Coty had an advertising investment of approximately US$ 300 million in 2014, according to Kantar Media, and were almost all handled by WPP’s  agency Grey. Coty is requesting payment terms of 150 days for all the agencies participating in the global media review. The beauty brands in the agreement had sales of US$5.9 million in fiscal year 2013-2014.

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.

      • Miller Coors
        MillerCoors is searching for a new U.S. Hispanic agency for Miller Lite after parting ways with Lopez Negrete Communications, which has handled the brand for seven years, AdAge reports.
      • Kohl’s
        Department Store chain Kohl’s has selected Publicis Groupe’s Zenith to handle media duties after a review. The company spent around $330 million on ads in 2011, according to Kantar. Interpublic’s UM was the incumbent on the account. The agency had serviced the account for over a decade. Other contenders included WPP’s MEC and independent Horizon Media.The client put the account in review in late November of last year. The selection comes just about a week after the company announced nine new store openings and a plan to remodel 30 of its locations this year, after remodeling 50 stores in 2012. The company has more than 1,150 stores in 49 states. 
      • Amscot Financial

        Miami-based G ADMarketing Communications, led by advertising veteran Gabriela Alcantara-Diaz, has been appointed by Amscot Financial to spearhead their multi-cultural Hispanic integrated communication and marketing efforts, including creative, public relations and social media.

         

      •  Chevy
        General Motors is unwinding Chevrolet’s advertising merger established by a former chief marketing officer and is considering changes to its Cadillac advertising business. GM plans to shift most Chevy advertising work to New York-based McCann Worldgroup, which had been handling the brand’s marketing in a 50-50 partnership with San Francisco-based Goodby, Silverstein & Partners through a Detroit-based agency called Commonwealth.The Commonwealth agency will continue to operate, but Goodby is out, the source said. Chevy is launching 13 products in 2013, including an all-new Silverado pickup, the redesigned Impala sedan and the much-hyped Chevrolet Corvette Stingray.Carat handels General Motors  (Chevy’s) media buying and planning.  
      • MGM
        MGM Springfield, Massachussetts, has launched a Spanish-language version of its website. The interactive site allows visitors a state-of-the-art view of the residential, retail, dining and entertainment district that MGM is proposing to build in Downtown Springfield.“To better connect with the community at large, we have launched a Spanish version of our website. Our goal has always been to engage as many Springfield residents as possible in this process and this relaunch is just one more way we can do so,” said Bill Hornbuckle, President and Chief Marketing Officer of MGM Resorts.
      •  Costa Farms
        Costa Farms, the largest producer of indoor plants in North America, has brought seasoned and accomplished Hispanic writer Andrés Fortuño onto the team to speak to the growing number of Hispanics who love to garden. Fortuño will be “the voice” for Costa Farms’ new Facebook page, Costa Farms en Español. He will also help develop retail specific programs for the Hispanic market and conduct product knowledge classes in specific retailers in South Florida.“We are taking an active role in our Hispanic efforts to reach this demographic, which has been growing steadily over the last few years,” says Jose Smith, President and CEO of Costa Farms. “Andrés will help us provide content in Spanish through our social media efforts and at the retail level.”
      • Associated Food Holdings
        Private equity firm AUA Private Equity Partners said it has completed a recapitalization of Associated Food Holdings that will allow the company to accelerate new store growth and increase financing to its operators for remodeling and expansion. Terms of the transaction were not disclosed, although AUA said it typically makes equity investments of $10 million to $30 million in family-owned, Hispanic focused businesses. Its managing partner is Andy Unanue, Associated’s chairman and a former chief operating officer of Goya. The firm made the investment in partnership with Associated’s owners. Established here more than 50 years ago, Associated provides distribution, financing, marketing and promotional services to around 250 branded independent supermarkets, most operating under the Associated or Compare banners. Harry Laufer and Ira Gober, co-chief executive officers, will continue to lead the company. Separately this week, Associated said it has appointed Joe Garcia as executive vice president, responsible for merchandising, marketing and information technology. 
      • el Jimador
        The  100 percent blue agave tequila announced the launch of its second annual “Jimi Cup” contest in which participants can win a trip to Mexico to play in an unforgettable match alongside former soccer legends from the U.S. and Mexican National teams at Casa Herradura in Amatitan, Jalisco. Ten lucky winners will enjoy a once-in-a lifetime experience and receive round-trip airfare, accommodations, and local transportation for themselves and a guest. 
        “As a brand that is committed to creating once-in-a lifetime soccer-themed experiences for fans, we are thrilled to launch the second annual Jimi Cup. Through this authentic experience, consumers will have the opportunity to play soccer alongside their idols in the middle of our beautiful distillery while experiencing our passion for tequila first-hand,” said Jesus Ostos, brand manager for Tequila el Jimador.
      • Buick Encore
        General Motors is launching a major advertising campaign for the Buick Encore the subcompact crossover with a nod to the Jurassic Period.The ad features the small crossover vehicle dodging a stegosaurus and navigating through the legs of a brontosaurus in an urban environment. Buick will give it frequent exposure throughout the NCAA Tournament for men’s basketball, which Buick is sponsoring again. It debuted Sunday on ESPN’s “30 for 30” program and launch broadly during the tournament games on CBS, TNT, TBS and TruTV.

        GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

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

  • Tide (Procter & Gamble)
    Procter & Gamble’s  Tide® has created its first bilingual commercials for national English and Spanish TV stations. “While we want to communicate with Hispanic consumers in their language of preference, we also understand that Hispanic identity is much deeper than language: it involves a more ingrained set of values that has an impact in all aspects of their lives,” said Sundar Raman, Marketing Director, P&G Fabric Care. “The launch of Tide’s first bilingual ad is a benchmark for our brand as we continue to develop products and campaigns that respond to the needs of this growing demographic.” The bilingual spots feature Tide VIVID White + Bright and Boost and are part of a broader bilingual campaign that includes other advertising vehicles such as iMedia, broadband and social media. The spot for the Spanish TV networks started airing on August 14 and the spot for English stations will air during the first weekend of Hispanic Heritage Month, September 15 – 17.  “We work every day to develop products and campaigns that allow us to connect in a meaningful way with our consumers,” said Sundar Raman, Marketing Director, P&G Fabric Care. “Being able to talk to the Hispanic consumer in the way that better suits them allows us to be closer to them and learn more about their likes and preferences.”
  • Totino’s (General Mills)
    Oliver Perez was recently appointed as Associate Marketing Manager at General Mills where will be responsible for campaigns of the Totino’s (party pizza) in both the general and Hispanic markets.

  • Campbell’s Chunky Soup
    Campbell Soup, official NFL sponsor, just announced the “Consentido de Mama” campaign for this NFL season. Campbell chose Victor Cruz, wide receiver of the New York Giants as the image for the campaign. The media where the campaign is currently being shown includes. Print:    Car & Driver, Esquire, ESPN, Popular Mechanics, Sports Illustrated, This Old House, Men's Fitness. TV, A&E, AMC, Biography, Bravo, Cooking, E!, Food Network, HGTV, Lifetime, Lifetime Movie Network, Nick-at-Nite, Style, TBS, TNT, USA, WE, Spike, F/X, History, Comedy Central, TRU TV, NFL Network. MEC Global is in charge of media planning.

  • Farmers Insurance
    Farmers Insurance  Omnicom's PHD has had to resign the Farmer’s Insurance  business due to a client conflict within the holding company, Ad Age reports..  As a result, Farmers has awarded the business to Publicis Groupe's Zenith. According to people familiar with the matter, PHD resigned the business after State Farm which is handled by PHD sibling agency OMD and Omnicom creative shop DDB — learned about the new relationship PHD had with Farmers.
  • National Pork Board
    In celebration of National Hispanic Heritage Month, the National Pork Board has launched a Facebook page in Spanish and a month-long social media promotion with daily and weekly prizes. Additionally, the National Pork Board has revamped its Spanish-language website. "We are very excited about providing greater resources for our Spanish-speaking consumers," said Traci Rodemeyer, Director of Pork Information for the National Pork Board.
  • Avocados from Mexico
    Avocados From Mexico is celebrating Hispanic Heritage month in a big way – by awarding one lucky winner and a guest the trip of a lifetime to Cancun, Mexico. Each year, Americans commemorate the contributions Hispanics and Latino Americans have made to diversify American culture from music, traditions and of course, food, during Hispanic Heritage Month, September 15th through October 15th."Avocados are a quintessential ingredient – not only in Mexican cooking, but in a number of Latin American cuisines," said Jacqueline Bohmer, Marketing Director, Mexican Hass Avocado Importers Association (MHAIA). "We're proud to give our fans an opportunity to experience the culture and cuisine of Mexico, where avocados are prized for their deliciousness and versatility. Our celebration of Hispanic Heritage Month and the Amazing Avocados in Mexico Sweepstakes is being reinforced through media partnerships on Extra TV and Univision. "

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS!

For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).

If you are a Subscriber to the Directory login and access the Directory.
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Tomorrow’s  Fifth Annual Hispanic Digital and Print Media Conference in NYC, preceeded by today’s Emerging Hispanic Markets Forum, provides and excellent opportunity to reflect about the state of the Hispanic marketing and advertising industries.

These are the most striking characteristics of our industry and how they are reflected in the agenda of our upcoming events.  

• The Conundrum: Which is the correct approach to target the Hispanic consumer?
There is little doubt that the Hispanic consumer is crucial to the growth of Corporate America (see our just published 2010 Census Result for Marketers Special Issue). The big question is what is the correct approach to reach Hispanics from a Chief Marketing Officer’s perspective:
• Is it the Total Market Approach (see the AdAge article “on the death of Multicultural Marketing”) which favors a holistic view of the US. marketplace where Latinos are approached as members of the overall population and recognized for influencing, shaping, and changing the entire U.S. consumer landscape?
Or is it a more targeted approach towards the Hispanic population, particularly the Spanish-dominant sector. The proponents (e.g. AHAA) of this approach claim that language and cultural relevance are crucial to effectively reach the Hispanic population. Our Annual Conference with the theme “Marketing to Hispanics: Taking the CMO’s Driver Seat” gets right into the gist of this debate. Major general market decision makers, including Martha O’Gorman, CMO of Liberty Tax Service, Ellen Liu, Director of Media and Marketing, The Clorox Company, Dawn- Marie Gray, Senior Marketing Manager Multicultural, CVS will explain their approach to Hispanic marketing and how they are aligning their organizations to take advantage of the Hispanic opportunity. Keynote presenter Benjamin Jankowski, Global Media Director of Mastercard, will speak about what the fast growing Hispanic advertising and media market can learn from BRIC economies (Brazil, Russia, India and China).
• How to establish the ROI of Hispanic Media Expenditure
While the “Long life to Hispanic marketing vs. Death of Hispanic Marketing” question is an issue up to debate, the Return on Investment on Hispanic Media should be a given fact or a figure. The problem is that no one has come up yet with a compelling way to measure Hispanic Media  ROI. Sales to Hispanics sometimes get wrongly attributed to general market instead of Hispanic targeted advertising.
Major corporations also have difficulties identifying their Hispanic customers. It’s virtually impossible to have a correct measurement of the return of media expenditures against the Hispanic demographic. If ROI is not measured well, advertisers may ask, what is the point in marketing to Hispanics? Bart Flaherty, CEO of Group M, Business Sciences will provide an overview of the issues related to Hispanic ROI measurement and suggest new approaches. He also will discuss ROI of Hispanic digital and print media vehicles with Trevor Hansen, CEO of EPMG360 and Rob Fitzgerald, EVP Media Director at Global Hue.
   

• The Emerging Hispanic Markets
The main news of the 2010 Census is the tremendous growth of the Hispanic population in states that are not part of the top 5 Hispanic markets. Portada is devoting its Emerging Hispanic Markets Forum today to gain actionable insights on how marketers, agencies and media properties can profit by reaching this often overlooked sector of the Hispanic population. A key questions for marketers is how to detect an Emerging Hispanic Market. While there is a strong case for marketing towards the Hispanic population outside of the top 5 markets, media planners often prefer to concentrate resources to be a top 3 competitor in the top markets versus having a lower rank in the top markets and be among the top in emerging markets. Major experts including Cesar Sroka, Connections Director- Walmart account, MV 42, David Flynn, Marketing Director, Novamex and Laura Sonderup, Managing Director and Senior Strategist Heinrich Hispanidad will explore these questions.

• Digital: Growing enough?
The Hispanic digital media market is growing at a 15% plus annual rate, which is great for pure plays like Yahoo!, Orange,Terra, Batanga and MSN, but is it growing enough as to offset the decline of off-line advertising revenues for companies like newspaper and website publisher ImpreMedia? There has also been consolidation in the space (e.g. see last weeks acquisition of several social networking sites by Batanga, or the integration of AOL Latino in the Huffington Post network). In addition, in 2011 major new players have entered the Hispanic digital media market including Prisa Digital and, just announced,  iCrossing. The market is also getting more sophisticated with a myriad of new targeting technologies as well as new Spanish-language local search providers.   
The Hispanic market is immersed in the structural changes that the advertising and media industries overall are facing. The emergence of tablets, smartphones and social networking is completely changing the engagement of consumers with media and the advertising it carries. Zenith Optimedia’s Lisa Torres, Xavier Mantilla, Media Director at the Vidal Partnership and Aymee V. Zubizarreta, Corporate Public Affairs/Hispanic PR & Social Media at State Farm Insurance will provide an in-depth analysis of the implications at the Social and Mobile panel.
In addition, the emergence of Hispanic content marketing will be discussed in the panel: “What should your Hispanic content marketing strategy be”. Panelists will include Meredith’s Georgia Galanoudis, Kraft’s Tania Cameron and State Farm’s Ruben Rivera.

• Print: Growing again
The Hispanic print sector has undergone a healthy consolidation phase. The good news is the resilience of the Hispanic newspaper and magazine market. According to a recent report by the Pew Center of Excellence in Journalism Hispanic newspapers overall lost circulation in 2010, but not nearly to the extent of the English-language press. English-language dailies saw a 5% decline for the six-month period from March to September 2010 compared with the same period the year before.  Daily Hispanic papers grew circulation by 1.9%. Undoubtedly the strong connection many Hispanic newspapers have with their communities has shielded them from the strong decline in general market print advertising revenues.
Magazine advertising is growing, the most conservative estimates put 2010 growth at 5% and 2011 over 10%. Yet, to many observers print does not get its fair share yet. Often there is not enough commitment from the the C-Suite. As Trevor Hansen, CEO of EPMG 360 says ”You can’t measure ROI if its not a true investment. One-offs like World Cup advertising are not really a true investment. The question on whether magazines can deliver Hispanic shoppers in a slowing economy will be analyzed in a panel with Kim Rayburn, SVP, BIGresearch, Maria Rios, Multicultural Marketing Manager, Macy’s and Sergio Carrera, General Manager USA & Puerto Rico, Televisa Publishing.  
Looking forward to see you today and tomorrow to hear top marketers, high ranking media executives and other analysts  explore these and other issues at Portada’s annual flagship Hispanic conference.

Register if you have not done so yet!

Contribute and follow the discussion about the Conference on Twitter #portadaconf11

• Crown Imports

Crown Imports, Chicago, chose Goodby, Silverstein & Partners, San Francisco, part of the Omnicom Group, as the agency to create campaigns for the general market for two beer brands, Corona Light and Modelo Especial. Spending was estimated at $19 million. The assignment had most recently been handled by La Comunidad, Miami, which will continue to create campaigns for both brands that run in Spanish-language media. Goodby, Silverstein was for many years a creative agency for Budweiser beer. Cramer-Krasselt, Chicago, continues as the creative agency for the largest Crown Imports brand, Corona Extra beer. Crown Imports is a joint venture of Constellation Brands and Grupo Modelo. The assignment was first reported last week by adage.com.

• Farmers Insurance

Farmers Insurance launched its latest national Hispanic TV advertising campaign highlighting life's moments of peace, serenity and joy as observed by leading man, Edward James Olmos, and presented by Farmers Insurance and its University of Farmers-trained agents. Accentmarketing, Farmers Hispanic agency of record, produced the new spots as it continues its partnership with one of the nation's leading insurers. “Our new campaign brings to life those types of special 'peace of mind moments' that we all experience," said Luisa Acosta-Franco, Vice President of Multicultural Marketing for Farmers.  "Utilizing the training they receive at our award-winning University of Farmers, our Farmers agents are able to offer a similar 'peace of mind' to consumers each and every day." As part of a 360-degree campaign, these new spots will be joined by additional TV executions as well complementary radio, digital and print efforts that will be strategically deployed over time.

• Casanova Pendril/Denny’s. Resturants

Casanova Pendrill (CP) was selected Hispanic AOR for Denny's Restaurants
after a recently completed search. The Agency will handle all creative
duties for the chain of restaurants and will provide strategic counsel in
all areas of the business.

• New York Life

New York Life Insurance Company launched a series of financial protection workshops for parents in the largest Latino markets across the United States to coincide with Hispanic Heritage Month and Life Insurance Awareness Month; a month devoted each September to reminding Americans of the need to include life insurance in their financial plans as a way of protecting their loved ones. Some of the cities where New York Life is hosting these seminars include
Greater New York; El Paso, San Antonio, Austin, McAllen, and Corpus
Christi, TX; as well as various locations throughout California; New
Jersey; Washington State; and South Florida. 

• PM Publicidad – Getloaded

PM Publicidad has launched Getloaded for the service in Spanish, Getloaded.com/espanol.

• American Airlines – Ballet Hispanico

American Airlines becomes the Official Airline of the Ballet Hispanico through a partnership agreement.

• Delta – RLPR

Delta Airlines has partnered with RL Public Relations (RLPR) for Hispanic media and community outreach.

• Pepsi MAX

As Major League Baseball (MLB) gears up for the Postseason, Pepsi MAX announces the 2011 Field of Dreams Team.

• R&R Partners opens Hispanic division

R&R Partners, Las Vegas, opened a Hispanic marketing division, R&R ala Latina, based in its Los Angeles office. Two executives are joining R&R to lead the new unit: Andy Maroglio, vice president for strategy and development, and Manuel Huici, vice president and creative director. They had previously run their own agency, Cinco Talentos Creative Services, Miami, The New York Times reports..

The Goodyear Tire & Rubber Company (NYSE: GT) today announced that it has entered into agreements with Titan Tire Corporation, a subsidiary of Titan International Inc., to sell its European and Latin American farm tire businesses, including a licensing agreement that will allow Titan to manufacture and sell Goodyear-brand farm tires in Europe, Latin America and North America, for approximately $130 million, subject to post-closing conditions and adjustments.

Goodyear announced plans to explore the sale of the European and Latin American farm tire businesses in May 2009.  The company sold its North American farm tire business, including a plant in Freeport, Ill., to Titan in 2005.

The Latin American portion of the transaction includes Goodyear's Sao Paulo, Brazil manufacturing plant, property, equipment and inventories.  Subject to customary closing conditions and regulatory approvals, that portion of the transaction is expected to close in the first half of 2011.

"This transaction reinforces our focus on our core consumer and commercial tire businesses," saidRichard J. Kramer, Goodyear chairman and chief executive officer.  "Our farm tire operations have been very successful for many decades.  We thank our associates for their contributions," he added.

Kramer expressed his confidence that Titan, for whom farm tires are a core business, will maintain the company's strong relationships with Goodyear farm tire customers as well as the regions' farming communities.

Assuming both the Latin American and European portions of the transaction are consummated, the company's operating results, excluding any related gain or loss on the sales, are not expected to be materially affected, although the impact on segment operating income will vary by region.

Goodyear is one of the world's largest tire companies.  It employs approximately 70,000 people and manufactures its products in 56 facilities in 22 countries around the world.  Its two Innovation Centers inAkron, Ohio and Colmar-Berg, Luxembourg strive to develop state-of-the-art products and services that set the technology and performance standard for the industry.

Content Farms are all the rage in the media and advertising world.Companies like Demand Media, Answers.com and Yahoo’s Associated Content create thousands of pieces of content per day and are making a big impact on the Web. In fact, these companies are now among the top 30 websites in the U.S. Google and other search engines are important partners of content farms as these companies monetize the traffic that search engines send them through online advertising.

Content Farms, who employ thousands of low cost freelancers, are also vendors to traditional media companies. Gannett’s USA Today recently announced that it hired Demand Media for travel tips content.

Are there content farms catering to the Latin media space? The concept makes a lot of sense, particularly once the skilled and low cost Latin American talent base is taken into account. There clearly is an opportunity here for savvy entrepreneurs to monetize content that can be produced inexpensively by a very talented Latin American workforce and then “exported to the U.S. and Spain.”

In the audiovisual productions world it has already been happening with a sizable quantity of TV and movie production being outsourced to companies often based in Argentina, Mexico and Brazil. The recent announcement of Televisa $1.2 billion investment in Univision which will expand and extend the long-term Program License Agreement (PLA) between the two companies shows what a crucial role Latin American content, off-line and online, has for the U.S. Hispanic market.

What plans do major online content players have for the U.S. Hispanic and Latin American markets? Regarding pure online players, AOL recently announced that it is hiring more than 500 journalist in a major content push. Miguel Ferrer, Director of AOL Latino, tells Portada that for the Hispanic and Latin American markets AOL will be hiring additional staffers in Mexico and New York.

Armando Rodriguez, Head of Sales & Business Development (GM), Yahoo!Hispanic Americas, recently told Portada that Yahoo! Recently begun to integrate Associated Content on Yahoo! News, Y!Finance, Y! Sports and other “purple” properties.(However, we add, Associated Content does not have Spanish-language content.) Regarding Yahoo’s own editorial team, Rodriguez noted that Yahoo’s main editorial team and offices for Latin America and the U.S. Hispanic market are based in Miami, Sao Paulo, Mexico City, Buenos Aires, and of course Sunnyvale California – the company’s headquarters.” (To read the entire interview with Rodriguez, please go to www.portada-online.com).

But why aren’t there Latin (Spanish and Portuguese specific) content farms? Our guess is that the sector is still in an embryonic phase and that in the next twelve months Latin content farms will emerge.Stay tuned as Portada reports about this nascent sector in the next months.

ONLINE VIDEO ADVERTISING: OAN INCORPORATES MAXIMUM TV

Orange Advertising Network Americas (OAN), the advertising sales house, announced that it has incorporated MaximumTV into its network of premium sites targeting the Hispanic Market in the US.

With this exclusive partnership OAN Americas will monetize MaximumTV’s online television programming service, offered at www.maximum.tv In the growing online video market, Orange Advertising Network Americas and MaximumTV aim to take the leadership in the US Hispanic market segment, with an increasing number of brand advertisers shifting marketing dollars to online advertising vehicles.

UNIVISION LAUNCHES 72 ONLINE, MOBILE TV AND RADIO SITES

Univision Interactive Media, Inc. announced the launch of 72 new online and mobile TV and Radio sites in 20 top Hispanic markets nationwide. This is part of Univision’s ongoing effort to drive growth on the local level, as well as enhance user experiences and maximize engagement and traffic across all its digital platforms.The initiative has already begun, and will continue through the end of the year.

“These enhancements will grow our audience and engagement, while allowing us to better serve our advertisers and partners with expanded features and a stronger platform through which to reach our valuable audience.” said Kevin Conroy, president, Univision Interactive Media.In addition to the new online and mobile sites that have already launched in Miami, Los Angeles and New York, new sites in the following markets will roll out through the end of the year: Chicago, Houston, Dallas, San Antonio and San Francisco; Austin and Phoenix; Fresno; San Diego and Sacramento; Puerto Rico, Atlanta and Philadelphia; El Paso and McAllen; and Las Vegas and Albuquerque. (For more information on how Media Companies are increasingly focusing on local media to target Hispanic consumers, read “It’s all about Local” Cover Story of the last Portada issue (Nr. 40, Q4 2010 also available at .)

ACCOUNT MOVES

JC Penney
JP Penney reassigned Hispanic marketing and buying responsibilities to Conill and OMD. The Vidal Partnership will no longer handle the creative and account duties, Conill is the new agency in charge.OMD will handle media buying. Earlier this year, New York City based The Vidal Partnership lost another important retail account: Home Depot to Dallas based Richards Lerma group.

Wendy’s
Last Summer The Bravo Group and Bromley Communications were the finalists in the pitch for Wendy’s Hispanic business.The pitch was for all areas but Hispanic media planning and buying, which is handled by MediaVest and MV42.Now Wendy’s International, Inc., part of Wendy’s/Arby’s Group, Inc. named Miami-based Bravo Group as its U.S. Hispanic agency of record. Bravo Group will be tasked with creative, planning and strategy to engage and attract the more than 45 million Hispanic consumers in theU. S. to the Wendy’s brand. Hispanic media planning and buying will remain with MediaVest and MV42.

Verizon
Lopez Negrete Communications, Inc., announced a new business alliance with Verizon Communications Inc. to market its landline telephone, TV and highspeed Internet services, including the company’s ground-breaking fiber optic service, FiOS.

Lopez Negrete will be the full-service marketing and communications agency of record focused on the Hispanic market.

The agency will provide a full range of support, including Hispanic advertising, strategic planning, media buying and planning, creative, digital, promotions, event marketing, and public relations.

Mazda
Following a comprehensive advertising agency review, Mazda North American Operations (MNAO) announced that WPP Group has officially taken over as its fullservice marketing-communications partner.

The $150 million Mazda advertising account is shifting from Southfield, Michigan based independent agencyW. B. Doner & Co. To a consortium of WPP Group agencies in California that will rely heavily on a template created in metro Detroit.

Some of the Mazda work, such as media buying, already was handled by WPP's Dearborn, Michigan based Team Detroit.

Unilever
Zubi Advertising was selected Unilever's Multicultural Agency of Record for all Personal Care brands that have dedica- ted multicultural marketing communications associated with them, Tatiana Hansell Sr. Brand Manager – Multicultural Marketing at Unilever tells Portada.

Mindshare is retaining the planning and buying business. In fact, the agreement warranting Mindshare the buying and planning business was recently renewed.

Unilever's personal care brands include: Axe, Dove, Lifebuoy, Lux, Pond's, Rexona, Signal-Close Up, Sunsilk, TIGI, Vaseline.

HOY FIN DE SEMANA INCREASES HOUSEHOLD DISTRIBUTION BY 40%

The Los Angeles Times Media Group’s Hoy Fin de Semana increased its distribution from 500,000 to more than 700,000 households in Hispanic-dominant ZIP codes across the Los Angeles DMA starting last October 2nd. The 40% increase in the Spanish-language weekend publication’s footprint targets the nation’s largest Hispanic market.

Editorial coverage will also be expanded to provide additional sports, entertainment and health news and information together with what-to-do / where-to-go guides and calendars. Hoy Fin de Semana publishes every Saturday and can also be found online 24/7 alongside all of Hoy’s multimedia offerings at www.vivelohoy.com.

GRUPO PRISA LOOKS TO GROW IN U.S. HISPANIC AND LATIN AMERICAN MARKETS

Liberty Acquisitions, a New York City special purpose acquisitions firm led by Martin Franklin and Nicolas Berggruen is injecting $900 million into Spain’s media conglomerate Grupo Prisa. With some pressure off Prisa’s balance sheet, Prisa seems likely to spend more time looking at opportunities outside Spain, including the Hispanic market in the US and Latin America. “A diverse US Hispanic population is unified only by the Spanish language”, Juan Luis Cebrian, CEO of Prisa told the Financial Times. “But the problem is the quality of the product [Spanish programming] has been very low”, Cebrian added.. Prisa is a majority investor in U.S. Hispanic broadcaster V-Me as well as in Union Radio, which has extensive radio properties in both the U.S. Hispanic and Latin American markets. America’s growing bilingual population has also prompted text book publisher Santillana, also owned by Prisa, to start work on forming a unit specializing in bilingual education, Mr. Cebrián said, which he intends to deploy in the Americas.

PAL FOCUSES ON MONETIZING US HISPANIC AUDIENCES

“Periódicos Asociados Latinoamericanos” (PAL) celebrated its Fifth Annual Meeting in Lima, Peru. The meeting was hosted by Peruvian newspaper La República.Executives of member newspapers discussed the international advertising situation as well as PAL’s different content offerings.

Vicente Jubes, general manager of PAL, highlighted that PAL markets premium online inventory accessed by U.S. Hispanic audiences to U.S. Advertising Agencies.

PAL is headquartered in Miami, and offers multiplatform solutions for the region. Its members publish 22 newspapers and 100 magazines. It’s online properties have 42 million online users, of which 6.5 million are in the United States. PAL member newspapers are Clarín (Argentina), La Tercera (Chile), La República (Perú), Hoy (Ecuador), El País, El Colombiano, Vanguardia Liberal y El Universal (Colombia); El Informador, La Verdad, El Tiempo y El Universal (Venezuela); La Prensa (Nicaragua), El Diario de Hoy (El Salvador), La Prensa (Honduras) y Diario Libre (República Dominicana).

Increasingly, major Latin American publishers are attempting to monetize their U. S Hispanic traffic. GDA, Grupo Diarios America, recently introduced GDA Digital, a new digital product using open ad-stream technology for which it is partnering with Real Media Latin America.

BRAND EXTENSION: VME LAUNCHES VME KIDS

Hispanic TV broadcast network Vme strengthened its commitment to Latino families with the launch of a new channel for preschoolers – Vme Kids, a 24/7 channel to focus specifically on preschoolers for whom Spanish is the home language.

Vme Kids launched on AT&T U-verse channel 3058 on September 1, 2010 with additional distributors to be announced.Vme will support each of its distribution partners with significant on-the-ground marketing events such as book tours with Vme’s sister company, Santillana USA, owned by Spain’s Grupo Prisa, and a LazyTown Live! School-based tour.

FOX NEWS LAUNCHES MOSTLY ENGLISH SITE FOX NEWS LATINO

Fox News launched a new website targeting English-dominant Hispanics: Fox News Latino. The site covers news with a focus on longer features and analysis of interest to Hispanics. The site went live just as the Chilean miners rescue was about to start.

Customized for the U.S. Latino audience, the new site (www.FoxNewsLatino. com) features culturally relevant content built around the interests of Hispanics online; videos and content will be in both Spanish and English, including reports from the United States in addition to those filed in Latin America.

Fox News Latino is mostly in English with tabs on Home, News, Entertainment, Sports, Health and Lifestyle. In addition, it offers the “The Español vertical,” a Spanishportal for Hispanics that offers comprehensive Spanish language products and services including U.S. and Latin American news, financial tools, the latest in music and entertainment, personal finance, sports, fashion and beauty. Several articles are provided by newswires Efe and Associated Press.

In making the announcement, Michael Clemente, Senior Vice President of News Editorial for the network said, “The launch of FOX News Latino creates an unprecedented opportunity to expand our reach by engaging the fastest growing minority audience and providing a unique platform for compelling and original content focused on the Latino community and the American dream.”

Fox News Latino will be led by Senior Editor Alberto Vourvoulias-Bush (formerly of El Diario/La Prensa of New York) and Manager Francisco Cortes.

LATIN AMERICAN AGENCIES ENTER INTO THE U.S. HISPANIC MARKET AS MEXICAN GRUPO W EXPANDS…

Grupo W begun operations in the U.S. In late October. The Mexican agency decided to open offices in Miami to work with agencies and advertisers in the Hispanic Market and offer the digital services the company offers in México. Grupo W hired Lynn Ponder as new business developer to search new clients in the US.

“We are open to colaborate with agencies with experience in the U.S. Hispanic Market”, said Ulises Valencia, partner and founder of Grupo W. Miguel Calderón, cofounder added “We've worked with agencies like Wieden + Kennedy, Goodby Silverstein & Partners, 180 Amsterdam and Crispin Porter + Bogusky. Our plan is to take this experience in our new venture.We are looking forward to work with Hispanic agencies.”

AND COSTA IMC ACQUIRES CAM ADVERTISING & MEDIA

Costa Imc announced the acquisition of CAM Advertising & Media. CAM was founded by Carlos Morales and has been operating in Central America and the Andean region for the past 10 years.

Among the agency's current clients are leading brands such as Anheuser-Busch InBev, Del Monte, Sabic, Saudi Aramco and Discovery Networks.

“The competitive advantage that CAM brings to Costa Imc can be summarized in the areas of online media planning, buying, optimization, and measurement. I'm excited about immediately impacting the way Costa Imc serves its clients and looks forward to being part of one of the most prestigious privately held marketing consortiums in the region,” says Mr. Morales.

The team at Costa Imc is bringing Mr. Morales as head of media for the Latin America and U.S. operations. This strategic move builds on the agency's effort of positioning Costa Imc as a leader in the interactive marketing arena.

Since the beginning of 2010, Costa Imc has bolstered a robust portfolio of clients, hired top creative and strategic talent, and expanded its services to become a full service interactive agency focusing on the U.S. Hispanic and Latin American segments.

DISNEY EN FAMILIA CLOSES

Disney en Familia the custom publication published twice a year by Disney is closing. The publication was launched by Disney in the summer of 2008 and has a circulation of 350,000. The winter issue, to be published in a few weeks, will be its last.

Consumer research done by Disney showed that consumers want transactional information (e.g. offers about products they care about like new DVDs, information on authors, parks etc…). Disney concluded that a lifestyle themed custom publication is not an effective vehicle for giving its customers what they want. Instead, Disney will increase its marketing including digital advertising and direct mail efforts. “Despite the closure of Disney en Familia we are more excited than ever about the Hispanic market and are committed to creating great entertainment and experiences for the Hispanic consumer” Jonathan Friedland, Senior Vice President – Communications at the Walt Disney Company, tells Portada.

Disney en Familia readers will be invited to register to receive offers and promotions on Disneyenfamilia.com. In addition, Disney plans to expand content offerings on Disneylatino.com, a site that currently is mostly directed to Latin American consumers.

Other Disney owned media active in the Hispanic market include cable channel ESPN and ESPN la Revista which is published in conjunction with Mexican publisher GW Publishing.

CHANGES AT CAFÉ MEDIA

After Julian Posada the publisher of Café Magazine, was named new president of MLS club Chicago Fire, everyone in the Hispanic media world asked what would happen Café Media. Posada founded Café Media, an English-language publication and website catering to acculturated Latinos, in October 2008. We heard back from Posada. He tells us that Alejandro Riera is the new interim publisher and editor in chief.

More importantly, Café Media has been looking for funding to expand its presence in other major markets. Currently the publication has a circulation of 45,000 in Chicago. However, it did not find investors willing to fund that national expansion. Due to budget constraints Café Media had to reduce expenses substantially including Julian Posada's salary. The number of fulltime employees has been reduced and so has the number of freelancers the publication uses.

  • U.S. Army

The U.S. Army issued a request for proposals for its marketing services account.  The Hispanic Market will be a key target and it’s a request to the agencies pitching for the job to elaborate a specific strategy to Hispanics. The creative agency for the Hispanic market agency is currently Interpublic’s Casanova Pendrill.  The RFP includes traditional advertising, digital and direct marketing, media planning and buying, public relations, promotions, and event and multi-cultural marketing, according to Army Single Face to Industry (ASFI), Acquisition Business Web Site. Read the complete article here.

  • Pronto Insurance

Pronto Insurance, a provider of auto insurance in Texas, announces the launch of its newly developed and restructured website due to Pronto¹s exponential growth over the past years.

Along with improving the content, Pronto has added three new tabs updating the site as new products are added and new features are required to keep customers informed. Agency of record, Machete, designed and developed the site.

  • ParaRentar.com

For Rent Media Solutions, a division of Dominion Enterprises (a marketing services company serving the automotive, enthusiast and commercial vehicle, real estate, apartment rental, and employment industries) announces the launch of the ParaRentar.com mobile site. As a product of For Rent Media Solutions, ParaRentar.com is a fully-translated Spanish apartment search site.

The ParaRentar.com mobile site offers many of the same features found on ParaRentar.com. The mobile site also offers a social media share tool, a beneficial feature to the 10.55 million Hispanics (or 45 percent of online Hispanics) now using Facebook. Read more here.

  • Farmers Insurance

Farmers Insurance launched a Spanish-Language television campaign. The new ads are the next installment of the insurer's "Right Fit" campaign, launched in 2009.

First to launch is "Neighbors", which uses a dramatization to highlight the difference between having customized coverage that "fits" correctly and inadequate or inappropriate coverage. In "Zoom Out" Farmers showcases its multiline product offerings of auto, home, life and business insurance and their customizable coverages available through a variety of different life stages.

"As more companies draw on Spanish-language media to reach Hispanic consumers, Farmers is taking an entertaining and innovative approach to connecting with this core audience," said Luisa Acosta-Franco, Vice President of Multicultural Marketing for Farmers.

  • Wendy’s

In July The Bravo Group and Bromley Communications were the finalists in the pitch for Wendy's Hispanic business. The pitch was for all areas but Hispanic media planning and buying, which is handled by MediaVest and MV42. Now Wendy's International, Inc., part of Wendy's/Arby's Group, Inc. named Miami-based Bravo Group as its U.S. Hispanic agency of record.

Bravo Group will be tasked with creative, planning and strategy to engage and attract the more than 45 million Hispanic consumers in the U.S. to the Wendy's brand. Hispanic media planning and buying will remain with MediaVest and MV42. Read more here.

Get access to detailed contact information in our Interactive Directory of Corporate Marketers and Agencies targeting Hispanics.

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» American Media Inc, (AMI)  the publisher of several magazines including Star, The National Enquirer, Shape, as well Hispanic magazine Mira!has undergone another financial restructuring that cuts its debt by a further $200 million, Folio reports. The publisher renegotiated and avoided bankruptcy in early 2009. Now it has struck an agreement with 90 percent of its bondholders that has them exchanging AMI’s bonds for equity in the form of AMI common stock.

Gone are the days when American Media placed an important bet on the Hispanic market. In 2004 we reported español. At the time, AMI was also publishing Shape en español (which folded in 2007) and Mira! The biweekly Hispanic magazine is currently the only Hispanic title published by AMI.  about American Media’s plans to introduce Fit Pregnancy en

» Content Farms are very hot. Content Farms are companies (e.g. Demand Media or Associated Content which recently was bought by Yahoo!) that produce article and multimedia content that ranks high on search engines and then sell it to publishers. Many analysts regard content farms as a competitor to news media outlets. Peter Berger, CEO of Suite 1010.com, argues in an interesting article in AdAge that content farms really compete with book publishers. According to Berger the nature of the articles produced by content farms are typically how-to pieces and feature articles that are not news driven. News media outlets excel at the latter.

» Spain’s Constitutional Court last week noted that Catalans have the obligation of knowing Castilian (Spanish) and that this supersedes their duty to know the Catalan language. The latter obligation is stated in the Estatut, a new body of law that was approved by the Catalonian People in 2008. Now Spain’s Constitutional Court pronounced itself about some aspects of the Estatut, including the language, which it does not deem constitutional. More about this in this article of Spanish newspaper El Mundo.